KONE: THE

MONOSPACE
LAUNCH IN
GERMANY

Group :
Alok Saha (XPGDM 06)
Vijay Gopal (XPGDM 53)
Abhay Sharma( XPGDM 01)
Pradyut Roy (XPGDM 33)
Krishnendu Paitandy (XPGDM 16)
Soubhik Ghosh (XPGDM 49)

Case Study
Launch of MonoSpace in the
German market
Successful entry strategy for
MonoSpace

Analysis
Importance is Monospace launch
Lessons learned from launch in
Other markets
Competitors Reaction
Price and Performance fit
key weaknesses
Marketing Plan

Question 1
How importance is Monospace
launch for Kone?
What are the implications of
success or failure of the
Monospace launch?

Importance of Monospace
Launch
Price competition
and Margin erosion
global player
Revolutionary technology
The average return rate of B&N
College was 34 %.
Bookstore sent mail to University
professors.
McGraw-Hill sent a similar letter to
the University explaining why its new
policy is justified.

Benefits
Implication of Success or
No machine room
construction leading to
failure
cost saving.
Energy Efficient.
Lower peak currents
No oil requirements
Installation time.

 What can be learned from the test market

and market launches in the other three
countries?
How does the German market (and KONEs
position in and approach to it) differ from
the other markets?
What are the implications of these
differences for transferring experience
gained in the other markets?

Question 2

Lessons Learnt
Target the major influencing group, i.e. energy
suppliers.
Target the architects and general contractors.
Communicate the benefits of the new technology by
print, electronic media and personal meetings.
Before attracting the customers, install the pilot plants.
Focus on the activities of competitors and work
accordingly.
With the low rise builders rarely using scaffolding and
use cranes, we need to focus on which segment to
target.

Question 3
How do you expect the
Monospace to react to your
launch plan? How do you plan to
manage the competitors
reaction?

Question 4
Where does Monospace fit price and
performance-wise relative to
KONEs and its competitors current
product lines? Or, does it potentially
change anything? If yes, how? What
are the short term and long-term
implications of your approach?

Question 5
What key weaknesses in KONEs
current capabilities will need to
be managed to ensure the
success of the product launch?

Marketing plan for MonoSpace

in Germany

Thank You