This action might not be possible to undo. Are you sure you want to continue?
KONE IN BRIEF
y Kone was established in 1910. It originally focused on
the repair and sale of rebuilt electrical motors. y Then it expanded its business activities over the years to include the manufacture and sale of steel, maritime equipments, cranes, wood handling systems and clinical chemistry analyzers. y By 1995, Kone stepped into the elevator business and through a series of 19 acquisitions became the world s third largest company behind Otis and Schindler.
y At present Kone is based in Espoo, Finland. It has a
strength of 34000 employees and generated a revenue of EUR 4.5 billion in 2009. y The Kone s elevator business is organized as two divisions: a) New Equipment , also called V1 (38%) b) Services , also called V2 ( 62%)
LOCATIONS y KONE is rese t i ar 5 c as ei t r cti its i all seve l al &D ce tres. It ai arkets a . tries rl i e.
Products of Kone Low rise Elevator Auto wal s Medium rise Elevator High rise Elevator KONE Escalator Scenic Elevator Freight elevator Hospital Elevator .
il i ers. evel ers t t e key a st facility a a ers a t e i eci i are t e arc itects. f ic t e aj rity are ai te a ce c st ers. c st ers l ally. . as ell as lic tra s rtati a air rts. ffice a retail. y KONE as a r xi ately 25 . y KONE as se e te t e arkets acc r i t t e r se f t e il i . KONE serves s itals. I a iti .Customers y KONE s key c st ers are il ers. e ai se e ts are cate rize as resi e tial. leis re ce tres. tels a i strial r erties.
a fact re a service f elevat rs. y C IND ER The iss Engineering fir ranks sec nd a ngst the gl al layers and the revenue fr elevat rs acc unt t a r x.Major Competitors y OTI It is a lly e s si iary f ite Tec l ies C r rati a is t e arket lea er i t e sales . . 7 . y I TUBI I ELECTRIC It is Ja an s leading elevat r anufacturer and the arket leader f any sian arkets. y THYSSEN It is the rld s fifth largest elevat r anufacturer ned y Thyssen AG.
K. .A set of lifts in the lower level of London Underground Station in U.
Observation towers at the 240 Spar s Shopping centre .
geared(medium speed)traction and hydraulic. .Elevator Technology y Elevator technology varied dramatically with respect to the following : Travel height Travelling speed Machine room requirements rive systems ontrols abins Price y The primary elevator drive technologies were : gearless (high speed).
and have speed of up to 200 feet/minute (1 meter/second). In this case. are quite common for low level buildings with 2-7 floors. They use an underground cylinder.They require 200+ litres of oil.y Geared traction machines are driven by A or electric motors. high torque electric motors powered either by A or . the drive sheave is directly attached to the end of the motor. . Geared machines use gears to control mechanical movement of elevator cars by "rolling" steel hoist ropes over a drive sheave which is attached to a gearbox driven by a high speed motor. y hydraulic elevators. y Gearless traction machines are low speed .
. have required a machine room to store large electric motors (or hydraulic pumps) and a controller cabinet. whether traction or hydraulic.Machine Room Requirements y All elevators. y In general the taller the building . the larger the machine room and this added to the increase in the cost of elevators. for hydraulic elevators) and may contain machinery for a single or a group of elevators. This room is located above the hoist way (or below.
the result is an elevator that needs no separate machine room. The slim disc .KONE S MONOSPACE y Kone s onos ace is a achine room less elevator conce t ins ired y the invention of Eco Disc hoisting machine technology. fixed to a guide rail. .sha ed machine fits inside a standard elevator ell. y The Eco Disc machines are based on permanent magnet synchronous motor in combination ith fre uency control and low friction gearless construction. With the controller uilt into the door frame on top landing . Just the ell here it runs. It is a uni ue combination of the best features of the conventional traction and hydraulic elevators.
Monospace View E O .IS .
BENEFITS OF MONOSPACE Easier building design onstruction cost savings Space efficiency Future proof investment Environmentally sound MONOSPA E Energy efficient Super compact Strong and reliable Smooth and safe .
5 35 5.000 3.5 430 12 0 190 0 .0 200 650 5 3.0 630 5.0 ECO DISC 1.63 630 11 50 7.200 4.5 15 3.000 1.3 TRACTION 1.0 630 3.COMPARISON FEATURE SPEE (m/s) LOA ( g) MOTOR SIZE (KW) MAIN FUSE SIZE (AMP) ENERGY ONSUMPTION ( Wy) THERMAL LOSS ( W) OIL REQUIREMENTS (litres) WEIGHT ( g) MA HINE ROOM HYDRAULIC 0.
Letters were given to the existing customers of Kone announcing the arrival of Monospace in which they were requested to watch a T.V program on this. . It was mar eted primarily through individual meeting with customers.MONOSPACE IN EUROPE y Monospace was first launched in three countries namely France . y France It had broad demand for mid quality elevators.rise elevator since the mar et was dominated by this and Kone was the mar et leader here. United ingdom and Netherlands. y Netherlands Here it was introduced as a low .
70% of France and 43% of U.K mar et . y The competitors reaction was that of a stunned silence. It was done through a series of three presentations carried at the London s Science Museum. . it was launched to remind the people that Kone was a technology leader. They all welcomed the change.y The United Kingdom In spite of the price sensitivity in the U. They tried different tactics to grab the mar et.K. y SALES RESULTS Monospace was a big success in Europe. It conquered 62% of the Netherlands mar et. y There was a positive reaction from the customers.
It generated revenues of around M 216 million and profits of M 12 million in 1995. which operated in Germany was a ey factor in the overall success of Kone. the demand for new elevators shrin ed and the prices also fell down considerably. .PREPARING FOR THE GERMAN LAUNCH y Kone Aufzug . The mar et performance was poor hence the companies decided to concentrate mainly on services. y The German elevator mar et The German construction industry had undergone a cycle of boom and bust since the 1988 reunification of the East and West. With the boom in the industry the demand grew higher but when it ended in 1995 .
it then shifts to price and terms of payment.y REGULATORY APPROVAL Regulatory approval of Kone s new technology was mandatory before its launch in Germany. .For this Kone approached the governmental body responsible for approving all electrical items to be sold in Germany and gained the approval by January 1996. y KONE S SELLING PRO ESS In most cases customers initiated contact by sending the required specifications and a request for the bid to a local branch of Kone.It was then followed by a visit of the Kone s salesmen to the customers.Once elevator specifications have been negotiated . The procurement process ta es about 8 15 months.
They focused on mainly assembly of components and servicing. y The Mid Size players There are about 30 mid size players with equipment sales ranging from 100 to 300 elevators /yr. . Thyssen etc. Schindler . local companies around 150. y owboys small .Competition in erman market y The major competitors in German mar et were Otis .
A monospace concept brochure A 13 minute monospace videotape Its architectural specifications A total elevator cost comparison form Two power point presentations one for builders and the other for architects. . mouse pads etc. romotional gifts sample such as pens .MARKETING KIT y The marketing kit for monospace contains the y y y y y y y following: A press kit featuring a CD ROM and website.
y How do you view the E O IS technology in Monospace when compared to the other elevator technologies? .
yHow do you suggest the pricing of Monospace should be ?Should it be priced below the ordinary elevators? .
.y Given the Kone s differentiation and brand building objectives . Monospace is priced line with geared traction elevators but more expensive than that . the owners should readily agree to pay higher for it. since it completely eliminates the need for a separate machine room and with other benefits .
000 MONOSPACE G 69.750 GERMANY M 80.K.000 30.000 U.PRICE LEVELS FOR KONE COUNTRY NETHERLAN S TRACTION G 62.000 FRAN E FF 150.000 .000 FF 180. 30.
yList some mar eting resources that can be used for the Monospace launch in Germany? .
y MARKETING RESOUR ES y Advertisements irect Mail y Launch events y ustomer visits y Public relations (press releases and conferences) y .
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.