Cleverly on-the-go with safety
Price screening for regional market cultivation of one of the most famous companies worldwide in the tire industry
The customer
The client is one of the most famous companies worldwide from the tire industry.
The project: Price management – price screening as the basis for regional market cultivation through field workers
The tire industry is characterized by the increasing competition from Asia and the CIS-states, high cost pressure, increasing merchant pressure, but also by an increasing cost conscious from the end consumers. Demanding tire management and price management are the main pillars for successful market cultivation. In order to account for the regional differences, an information database should be developed for price-optimized, regional market cultivation.
The task
The trade marketing from the client wanted to connect their trade partners with the service offers from the regional price screenings and to create a unique competitive advantage and additionally create a basis for internal price determination.
2hm & Associates defined the conception with the following core requirements based on this concept:
- possibility of national coverage in terms of price determination
- a form of evaluation independent upon panel and sales channels
- possibility to validly survey the prices for summer and winter tires equally
- constant study design in order to be able to compare the price development over the (semi-)annual waves
- flexibility in the determination of information in order to be responsive to the regional sales leaders as a client
- timely allocation of the regional price for field workers
The realization
Planning, conception and implementation of standardized "test calls" for neutral evaluation of the service quality from the view of a "normal tire consumer" and for the procurement of price structures for different tire dimensions. In terms of the project, 11,000 standard “test calls” are made annually to trade partners in Germany, Austria and Switzerland.
For a smooth and systematic processing of individual price screenings to be assigned to the customer’s field workers, a customized field work IT tool was developed for sending, processing and presenting tasks for the regional price structures and it has been continually further developed. The results accumulate just-in-time by our customer in order to be used immediately for regional market cultivation.
The result
The regional price screening offers the trade partners from our clients a deep reaching view into the price structure of their respective region and direct competitors and thus allows for an adjustment of the price politics to the regional market activities.
This services leads directly to additional sales in regional competition and thus to a direct connection of the field workers from our clients.
Furthermore, our client gets a comprehensive overview of the regional price structures in the entire German-speaking market and thus an information database for internal price politics of previously unknown quality.