When AB SKF, a Swedish bearings manufacturer, developed a new rotating bearing unit for ploughing/tilling soil machines it wanted to set price based on value. To gain a clear understanding of the next best alternative competitor's performance and pricing, the company engaged five tillage machine manufacturers as pilot customers, each of whom produced and tested several prototype machines with some of its own customers. The pilot programme demonstrated the unit's superior performance, SKF learned...

BPIR Categories

4.1.4 Develop & implement marketing strategy
2.1.1 Analyse & understand competition
3.5.1 Test effectiveness of new/revised products/process
1.2.4 Customer reactions to competitive products

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