marketing winner presentation best toronto

marketing

1. THE
WINNER'S
CHOICE
Briefing

2. Introduction
The Winner’s Choice provides
additional examples of companies
using value disciplines:
-Operational Excellence
-Product Leadership
-Customer Intimacy.
Operational Excellence: providing customers with
reliable products or services at competitive prices.
Little inconvenience.
Product Leadership:state of the art.

3. Learn From Examples
What do we learn from operating models made
up of operating processes, business structure,
management systems, and culture, all organized
to create value at a profit.
Different value disciplines demand different
operating processes.
McDonalds’s customers love consistency,
speed, and meal value.

4. Operationally
Excellent
Stellar at core processes/product supply.
Expedient customer service/demand management.
Plus fine tune your structure to empower the people
who can make a difference in producing value.
You make sure your staff is indoctrinated with your
specific definition of success.

5. Product Leaders vs.
Customer-Intimacy
Critical processesinclude invention,
product development, and market
exploitation.
See details about this topic in this article.
Customer Intimacycompanies
demonstrate superior aptitude in advisory
services and relationship management.
Products Leaders: Johnson & Johnson
Customer Leaders: Home Depot.

6. Companies that exceed in the same
disciplines have remarkably similar
operating models. Management systems,
business structures and the culture
of product leaders look alike.
The similarities end.
Homogeneity exists only among leaders
in the same value discipline.
Product Leaders vs.
Customer-Intimacy

7. Operational
Excellence
Operationally excellent companies deliver a
combination of quality, price, and ease of purchases
that no one else in their market can match.
Remember they are not product or service innovators
and they are not known for their one-to-one
relationships with customers.
They execute exceptionally and guarantee low price
and/or hassle-free service to their customers.

8. Check Out Price
Operational Excellence Example
Club store with only 3,500 items compared to 50,000
in competitors.
As a customer Price/Costco evaluates leading brands
and best values for customers and makes the decision
for you. New items are added that meet the criteria.
This keeps you coming back.
Follows an operating model buying larger quantities
and negotiate better prices, carrying items that sell
well.
They have good tracking systems on products. They
optimize floor space and the organization operates
well.

9. Operational
Excellence
Focused on the delivery system outsmarting Compaq
and IBM.
Outperformed PC computer dealers by selling to
customers directly and by building to order rather than
carrying a large inventory.
Integrated company’s logistics with its suppliers.
Undercut Compaq and other PCs in price while
providing high quality products and services.