It's Mercedes & Acer's Story
Mercedes Story[/i][/b]
When Mercedes Benz decided to build its new M Class off-road vehicle, it decided to build it and launch it in the USA. The head of Mercedes USA knew that at its launch, it would be entering a crowded market they were guaranteed that they won’t guarantee sales. They came up with lines like "...we at Mercedes are in the process of designing a brand new off-road car and I would like to know if you would be prepared to help us..." What these customers were feeling was that Mercedes was custom building a car just for them. No other manufacturer had ever involved them in the design and build process in quite the same way. Mercedes pre-sold its first year sales target of 35,000 vehicles. It was expecting to spend some $70 million US marketing the car, but by using this CRM one to one approach, it only needed to spend $48 million saving $22 million. We have heard that this program was so successful that Mercedes is looking to use the same approach in the future with other model launches.
ACER’S Story[/i][/b][/i][/b]
The computer industry is one of the most competitive in the world, having always been dominated by the giants such as IBM. So, how has a Taiwanese company become the third largest manufacturer of personal computers (PCs) in the world, creating a respected, and sometimes feared, brand?
The answer is, of course, the careful construction of a strong brand image. This was an important signal emitted by the brand-that Acer-branded products were not to be classified as commodities.
Acer Computer has always spent huge sums of money on research and development, and in this respect, tends to follow the Japanese technology companies. Shih believes in "Innovalues"-using innovation to create value in the design and production of cutting-edge products-and leading the industry. It is Shih's company that has actually positioned the PC as an aesthetically pleasing home appliance, and this philosophy is summed up in the new corporate mission statement: "Fresh Technology Enjoyed by Everyone, Everywhere." Fresh does not imply new but the best, namely, proven high-value, low-risk technology that is affordable to everyone, and has a long lifespan. Fresh also refers to innovation based on mature technology that is user-friendly, reasonably priced, and enjoyed by everyone, everywhere. Acer Computer has a long history of innovation, and continues to add to this brand strength at every opportunity.
Acer Computer's aim is to become more consumer-oriented, as it believes that PCs will become consumer-electronic products with a wider range of uses and applications in the areas of communications, entertainment, and education. Acer Computer, therefore, has to become an expert in consumer electronics as well as personal computing. Shih refers to this as a shift from being 'technology-centric" to "consumer-centric." The computer industry has always been the former-emphasizing products more than people. Acer Computer is, thus, repositioning itself to become a customer-centric intellectual-property and service company, as signified by its new slogan: "Acer, Bringing People and Technology Together." To Shih, intellectual property is the value added to the product. Acer adds value by enhancing consumer perceptions of the benefit or value of a product, based on know-how, packaging, design, accessibility, comfort, user-friendliness, and niche solutions-the tangible qualities of its products. This is how Acer Computer is building on its already strong international brand, into a global brand. It wants to help people to enjoy their work and their lives.
Acer still has to make the leap from being a regional brand to a global one. Although the company manufactures computers for IBM and other major companies, it does not get due credit. In 1998, it was ranked third in the world as a PC manufacturer, but occupied only eighth spot in brand sales. Since then it has moved to seventh place, according to the company. In the largest single market in the world-the United States-Acer's market share in 1998 was less than 5%.
Mercedes Story[/i][/b]
When Mercedes Benz decided to build its new M Class off-road vehicle, it decided to build it and launch it in the USA. The head of Mercedes USA knew that at its launch, it would be entering a crowded market they were guaranteed that they won’t guarantee sales. They came up with lines like "...we at Mercedes are in the process of designing a brand new off-road car and I would like to know if you would be prepared to help us..." What these customers were feeling was that Mercedes was custom building a car just for them. No other manufacturer had ever involved them in the design and build process in quite the same way. Mercedes pre-sold its first year sales target of 35,000 vehicles. It was expecting to spend some $70 million US marketing the car, but by using this CRM one to one approach, it only needed to spend $48 million saving $22 million. We have heard that this program was so successful that Mercedes is looking to use the same approach in the future with other model launches.
ACER’S Story[/i][/b][/i][/b]
The computer industry is one of the most competitive in the world, having always been dominated by the giants such as IBM. So, how has a Taiwanese company become the third largest manufacturer of personal computers (PCs) in the world, creating a respected, and sometimes feared, brand?
The answer is, of course, the careful construction of a strong brand image. This was an important signal emitted by the brand-that Acer-branded products were not to be classified as commodities.
Acer Computer has always spent huge sums of money on research and development, and in this respect, tends to follow the Japanese technology companies. Shih believes in "Innovalues"-using innovation to create value in the design and production of cutting-edge products-and leading the industry. It is Shih's company that has actually positioned the PC as an aesthetically pleasing home appliance, and this philosophy is summed up in the new corporate mission statement: "Fresh Technology Enjoyed by Everyone, Everywhere." Fresh does not imply new but the best, namely, proven high-value, low-risk technology that is affordable to everyone, and has a long lifespan. Fresh also refers to innovation based on mature technology that is user-friendly, reasonably priced, and enjoyed by everyone, everywhere. Acer Computer has a long history of innovation, and continues to add to this brand strength at every opportunity.
Acer Computer's aim is to become more consumer-oriented, as it believes that PCs will become consumer-electronic products with a wider range of uses and applications in the areas of communications, entertainment, and education. Acer Computer, therefore, has to become an expert in consumer electronics as well as personal computing. Shih refers to this as a shift from being 'technology-centric" to "consumer-centric." The computer industry has always been the former-emphasizing products more than people. Acer Computer is, thus, repositioning itself to become a customer-centric intellectual-property and service company, as signified by its new slogan: "Acer, Bringing People and Technology Together." To Shih, intellectual property is the value added to the product. Acer adds value by enhancing consumer perceptions of the benefit or value of a product, based on know-how, packaging, design, accessibility, comfort, user-friendliness, and niche solutions-the tangible qualities of its products. This is how Acer Computer is building on its already strong international brand, into a global brand. It wants to help people to enjoy their work and their lives.
Acer still has to make the leap from being a regional brand to a global one. Although the company manufactures computers for IBM and other major companies, it does not get due credit. In 1998, it was ranked third in the world as a PC manufacturer, but occupied only eighth spot in brand sales. Since then it has moved to seventh place, according to the company. In the largest single market in the world-the United States-Acer's market share in 1998 was less than 5%.