Escolar Documentos
Profissional Documentos
Cultura Documentos
INC.
GROUP
8
B2B
MARKETING
Case Overview
COMPANY OVERVIEW
PRODUCT OVERVIEW
PROBLEM STATEMENT
CURLED METAL
B2B
MARKETING
MICARTA SLABS
process
slab
replacing
CURLED METAL
B2B
MARKETING
COREY
Conventional
CMI Pads
300 | 50
300 | 50
300 | 40
300 | 40
15000
15000
12000
12000
150
200
160
200
100
75
75
60
67 + 7
50
50 + 17
40
174
125
142
100
714
714
714
714
124236
89250
101388
71400
150
37986
120
35988
20 | 24
1|6
50 | 12
1|5
6.25
6330
10
7200
3000
37986
6000
35988
CURLED METAL
127236
B2B
MARKETING
COREY
Conventional
CMI Pads
300 | 50
300 | 50
300 | 40
300 | 40
15000
15000
12000
12000
150
180
160
192
100
84
85
70
67 + 7
57
57 + 17
47
174
141
159
117
714
714
714
714
124236
100674
113526
83538
150
13281
120
7197.6
20 | 24
2|6
50 | 12
2|5
6.25
2215
10
3560
3000
26562
6000
35988
CURLED METAL
127236
B2B
MARKETING
$
5885
$
6330
EVC
Suppliers
Competitiv
e
Advantage
$890
$445
$445
Suppliers
Cost
CURLED METAL
Price
$890
B2B
MARKETING
Customer
Inducemen
t
Distributor
s
Margin
Suppliers
Margin
$
2330
$
3000
$
2000
$
1555
Price
$2000
$
2555
Price
$3000
$
6330
EVC
$
6122
$208
Suppliers
Competitiv
e
Advantage
Suppliers
Cost
CURLED METAL
$
3000
Customer
Inducemen
t
$
2000
$416
Distributor
s
Margin
$208
Suppliers
Margin
Price
$416
B2B
MARKETING
$
1792
Price $2000
$
2792
Price $3000
$
1770
$
2215
EVC
Suppliers
Competitiv
e
Advantage
$890
$445
$445
Suppliers
Cost
CURLED METAL
Price
$890
B2B
MARKETING
Customer
Inducemen
t
Distributor
s
Margin
Suppliers
Margin
$45
$
1090
$635
Price
$1090
* 50% Distributor Margin, 50% Supplier
Margin
Values based on estimated performance
& life
Cost estimates using existing equipment
Market Potential
Pessimistic
Optimistic
13000
13000
6500
13000
19500
26000
25
25
30
30
20
20
290000000
390000000
10000
10000
29000
39000
174000
234000
14500
19500
20%
20%
~3000
~4000
Demand Forecast of
CURLED
(Pads/month) METAL
B2B
MARKETING
Correct product pricing to ensure dominant market position and achieve high
profit margins.
Ensure a robust distribution and production strategy of the product.
Proper positioning of the product in the cushion pads market Advertising,
promotion
Protecting IPR of the pad by filing patents
MARKETING OBJECTIVES
CURLED METAL
B2B
MARKETING
PROMOTIONAL STARETGY
CURLED METAL
B2B
MARKETING
Pricing Method Cost plus pricing (set the price at the production cost plus a
certain profit margin). Try to equally distribute the value created between
Supplier, Customer & Distributor.
Maximize the quantity sold
Maximize profit margin
Price CMI cushion pad higher than regular cushion pads because it is a worksaving tool and lasts longer
CMI should use existing equipment to manufacture cushion pads
Using existing equipment to produce cushion pads brings higher profit margin
Target contractors who have bigger complex projects and can purchase the
pads in a large scale
CURLED METAL
B2B
MARKETING
The CMI cushion pads eliminate downtime making them a work-saving tool
The CMI cushion pads contain no hazardous materials
Significant cost savings while using CMI pads
Efficient more piles driven per set, energy used efficiently
Ease easy to handle astemperature within 250F
DISTRIBUTION
CURLED METAL
B2B
MARKETING
THANK YOU