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Priced slightly above because of market share less than 15%. 86,000 DM
A relatively high price because of the differentiation and brand building purpose
Position: position monospace on its differentiated value.
- No machine room
- saves energy
Perceptual map: decided to position ourselves on energy-saving and space-saving.
‘A space- and energysaving elevator with low operating costs.
3) To what extend might monospace cannibalize sales of KONE’s existing low-rise elevators
In Netherlands, goal was for Monospace to account for 100 percent of low-rise elevators within three years – has that been attained??
That means that
4) What would be needed to ensure a successful launch?
Marketing Plan:
Executive summary:
Current situation and trends:
Key issues
Goals: 70 per cent of all sold units are MonoSpace within a year...
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