Image and value of product brand in industrial markets: Case Stora Enso Consumer Packaging Boards

TUTKIMUKSEN TAVOITTEET Tutkielman tavoitteena oli luoda ensin yleiskäsitys tuotemerkkimarkkinoinnin roolista teollisilla markkinoilla, sekä suhdemarkkinoinnin merkityksestä teollisessa merkkituotemarkkinoinnissa. Toisena oleellisena tavoitteena oli kuvata teoreettisesti merkkituoteidentiteetin rakenne teollisessa yrityksessä ja sen vaikutukset myyntihenkilöstöön, ja lisäksi haluttiin tutkia tuotemerkkien lisäarvoa sekä asiakkaalle että myyjälle. Identiteetti ja sen vaikutukset, erityisesti imago haluttiin tutkia myös empiirisesti. LÄHDEAINEISTO JA TUTKIMUSMENETELMÄT Tämän tutkielman teoreettinen osuus perustuu kirjallisuuteen, akateemisiin julkaisuihin ja aikaisempiin tutkimuksiin; keskittyen merkkituotteiden markkinointiin, identiteettiin ja imagoon, sekä suhdemarkkinointiin osana merkkituotemarkkinointia. Tutkimuksen lähestymistapa on kuvaileva eli deskriptiivinen ja sekä kvalitatiivinen että kvantitatiivinen. Tutkimus on tapaustutkimus, jossa caseyritykseksi valittiin kansainvälinen pakkauskartonki-teollisuuden yritys. Empiirisen osuuden toteuttamiseen käytettiin www-pohjaista surveytä, jonka avulla tietoja kerättiin myyntihenkilöstöltä case-yrityksessä. Lisäksi empiiristä osuutta laajennettiin tutkimalla sekundäärilähteitä kuten yrityksen sisäisiä kirjallisia dokumentteja ja tutkimuksia. TULOKSET. Teoreettisen ja empiirisen tutkimuksen tuloksena luotiin malli jota voidaan hyödyntää merkkituotemarkkinoinnin päätöksenteon tukena pakkauskartonki-teollisuudessa. Teollisen brandinhallinnan tulee keskittyä erityisesti asiakas-suhteiden brandaukseen – tätä voisi kutsua teolliseksi suhdebrandaukseksi. Tuote-elementit ja –arvot, differointi ja positiointi, sisäinen yrityskuva ja viestintä ovat teollisen brandi-identiteetin peruskiviä, jotka luovat brandi-imagon. Case-yrityksen myyntihenkilöstön tuote- ja yritysmielikuvat osoittautuivat kokonaisuudessaan hyviksi. Paras imago on CKB tuotteilla, kun taas heikoin on WLC tuotteilla. Teolliset brandit voivat luoda monenlaisia lisäarvoja sekä asiakas- että myyjäyritykselle.

Localisation of B2C Marketing Communications on the Internet. Case: New Product Launch

Tavoitteena on tutkia kuluttajille suunnatun markkinointiviestinnän lokalisointia Internetissä uuden tuotteen lanseerauksen yhteydessä. Vaikka Internet on globaali media, sen haasteena on tarjota paikallisesti kuluttajille merkityksellistä sisältöä, sekä ylläpitää yhtenäistä brandia. Tutkimus on toteutettu deskriptiivisenä tapaustutkimuksena globaalissa tietoliikenneyrityksessä, ja se perustuu haastatteluihin sekä valmiiseen aineistoon. Lyhentyneet kulutuselektroniikan elinkaaret, nopeat tuotelanseeraukset, kasvava yhteistyö ulkopuolisten kumppanien kanssa sekä markkinointiviestinnän integraation tarve aiheuttavat ajoitusongelmia lokalisointiin. Yhtenäinen web infrastruktuuri, työkalut ja globaalit prosessit mahdollistavat kustannustehokkaan lokalisoinnin business-tilanteen muuttuessa ja kultturieroista johtuen. Tässä tutkimuksessa on selvitetty neljän tekijän (ympäristö, tuote, kuluttaja, organisaatiostrategia) vaikutusta lokalisointiin. Jotta maiden parhaita menettelytapoja voidaan hyödyntää nykyistä paremmin ja välttää kultturierojen sivuuttaminen, tarvitaan sekä ’virallista’ että vapaamuotoista seurantaa. Globaalin Internet-sivuston ja lukuisten kansallisten sivustojen ylläpitäminen vaatii Internet-sivustojen fokuksen tarkkaa noudattamista, globaalia segmentointia, ja sen mukaista sisällön tarjontaa kuluttajille.

A Model for Product Transfer Project

In this thesis a model for managing the product data in a product transfer project was created for ABB Machines. This model was then applied for the ongoing product transfer project during its planning phase. Detailed information about the demands and challenges in product transfer projects was acquired by analyzing previous product transfer projects in participating organizations. This analysis and the ABB Gate Model were then used as a base for the creation of the model for managing the product data in a product transfer project. The created model shows the main tasks during each phase in the project, their sub-tasks and relatedness on general level. Furthermore the model emphasizes need for detailed analysis of the situation during the project planning phase. The created model for managing the product data in a product transfer project was applied into ongoing project two main areas; manufacturing instructions and production item data. The results showed that the greatest challenge considering the product transfer project in previously mentioned areas is the current state of the product data. Based on the findings, process and resource proposals for both the ongoing product transfer project and the BU Machines were given. For manufacturing instructions it is necessary to create detailed process instructions in receiving organizations own language for each department so that the manufacturing instructions can be used as a training material during the training in sending organization. For production item data the English version of the bill of materials needs to be fully in English. In addition it needs to be ensured that bill of materials is updated and these changes implemented before the training in sending organization begins.

Classification and inventory management of abnormal demand items

The main objective of the study is to form a framework that provides tools to recognise and classify items whose demand is not smooth but varies highly on size and/or frequency. The framework will then be combined with two other classification methods in order to form a three-dimensional classification model. Forecasting and inventory control of these abnormal demand items is difficult. Therefore another object of this study is to find out which statistical forecasting method is most suitable for forecasting of abnormal demand items. The accuracy of different methods is measured by comparing the forecast to the actual demand. Moreover, the study also aims at finding proper alternatives to the inventory control of abnormal demand items. The study is quantitative and the methodology is a case study. The research methods consist of theory, numerical data, current state analysis and testing of the framework in case company. The results of the study show that the framework makes it possible to recognise and classify the abnormal demand items. It is also noticed that the inventory performance of abnormal demand items differs significantly from the performance of smoothly demanded items. This makes the recognition of abnormal demand items very important.

Vähittäiskaupan tavarantoimittaja-arviointi -tapaustutkimus

Organisaatio tarvitsee työkaluja toimittajien suorituskyvyn mittaukseen ja kehittämiseen. Ilman systemaattista mittaamista ja arviointia ostajat eivät tiedä kuinka hyvin toimittajat suoriutuvat velvoitteistaan. Tutkielman tavoit-teena oli analysoida vähittäiskaupan tavarantoimittajien arviointiprosessia keskittyen päivittäistavarakaupan toimialaan ja tavarantoimittajiin sekä luoda toimittajien arviointiin pilottiraportti. Tutkielma on tehty päivittäistavarakaupan kohdeyrityksen toimeksiannosta. Tutkielman teoreettinen aineisto pohjautuu aikaisempaan kirjallisuuteen ja tutkimukseen. Tutkielman empiiriseen osaan aineistoa kerättiin kohdeyrityksen henkilöstön haastatteluilla sekä osallistuvan havainnoinnin avulla. Lisäksi tutkija perehtyi kohdeyrityksessä käytössä olevaan tietovarastointi-sovellukseen. Kirjallisen aineiston avulla rakennettu tutkimuksen teoreettinen osa perustuu aikaisempaan tutkimukseen. Empiirinen osa muodostuu neljästä teemahaastattelusta, jotka suoritettiin kohdeyrityksessä. Haastattelujen tarkoituksena oli rakentaa tutkijalle kuva kohdeyrityksen tavarantoimittaja-arvioinnin nykytilasta. Tutkielmassa havainnollistettiin yksinkertainen raportointimalli yhden tavararyhmän arviointiin ja arviointitiedon analysointiin. Raportointimallilla havainnollistetaan tavarantoimittaja-arviointidatan käyttöä toimittaja-arvioinnissa. Jatkossa on olennaista keskittyä systemaattisen raportoinnin edelleen kehittämiseen ja arviointitiedon hyväksikäyttöön neuvotteluissa toimittajan kanssa. Lisäksi toimittajien luokittelu tavararyhmien sisällä on tärkeää jotta arvioinnissa voidaan keskittyä kaikista tärkeimpiin toimittajiin.

Offering planning process development: Bridging the Offering Gaps and Consolidating Top Priority Needs in Product Offering

The aim of this Thesis is to study how to manage the front-end of the offering planning process. This includes actual process development and methods to gather and analyze information to achieve the best outcome in customer oriented product offering. Study is carried out in two parts: theoretical part and company related part. Theoretical framework is created introducing different types of approaches to manage product planning processes. Products are seen as platforms and they are broken down to subsystems to show different parts of the development. With the help of the matrix-based approaches product platform related information is gathered and analyzed. In this kind of analysis business/market drivers and cus-tomer/competitor information are connected with product subsystems. This gives possibilities to study product gaps/needs and possible future ideas/scenarios in different customer segments. Company related part consists of offering planning process development in real company environment. Process formation includes documents and tools that guide planning from the information gathering to the prioritization and decision making.

Assessment of an information product project success: case business blueprint

The objective of this study was to find out how project success can be measured in a case where the output of a project is an intangible information product, what kind of framework can be used to evaluate the project success, and how the project assessment can be done in practice. As a case example, the success of a business blueprint project was assessed from the product point of view. A framework for assessing business blueprint project success was made based on a literature review. Furthermore, separate frameworks for measuring information product quality and project costs were developed. The theory of business blueprinting was discovered not to be firmly institutionalized and it is briefly covered in the thesis. The possible net benefits from the strategic business process harmonization were noted to be much more significant than the costs of the business blueprint project. The project was seen as a sufficient success from the viewpoint of the created output.

Creating Global Competitive Advantage by Global Product Technology Transfers

Globalization is the trend which is realized in all areas in today’s business world. Pressure for cost reduction, changes in market situation and available scale economies have changed business environment more global than ever. To respond to new situation, companies are establishing global strategies. In this thesis, available global competitive advantages in electrical machine industry are studied in context of gaining them by global technology transfers. In theory part, establishing global strategy and competitive advantage is considered with connection to global sourcing and supply chain management. Additionally, market development in 21st century and its impact on global strategies is studied. In practice, global manufacturing is enabled by technology transfer projects. Smooth and fast project implementation enables faster and more flexible production ramp up. By starting the production available competitive advantages can be realized. In this thesis the present situation of technology transfer projects and the risks and advantages related to global manufacturing are analyzed. The analysis of implemented technology transfer projects indicates that project implementation is in good level. For further development of project execution 10 minor suggestions could be presented with two major ones: higher level standardization and development of product information model to support better global manufacturing.

Ultrafine grinding of FGD and phosphogypsum with an attrition bead mill and a jet mill : optimisation and modelling of grinding and mill comparison

Fine powders of minerals are used commonly in the paper and paint industry, and for ceramics. Research for utilizing of different waste materials in these applications is environmentally important. In this work, the ultrafine grinding of two waste gypsum materials, namely FGD (Flue Gas Desulphurisation) gypsum and phosphogypsum from a phosphoric acid plant, with the attrition bead mill and with the jet mill has been studied. The ' objective of this research was to test the suitability of the attrition bead mill and of the jet mill to produce gypsum powders with a particle size of a few microns. The grinding conditions were optimised by studying the influences of different operational grinding parameters on the grinding rate and on the energy consumption of the process in order to achieve a product fineness such as that required in the paper industry with as low energy consumption as possible. Based on experimental results, the most influential parameters in the attrition grinding were found to be the bead size, the stirrer type, and the stirring speed. The best conditions, based on the product fineness and specific energy consumption of grinding, for the attrition grinding process is to grind the material with small grinding beads and a high rotational speed of the stirrer. Also, by using some suitable grinding additive, a finer product is achieved with a lower energy consumption. In jet mill grinding the most influential parameters were the feed rate, the volumetric flow rate of the grinding air, and the height of the internal classification tube. The optimised condition for the jet is to grind with a small feed rate and with a large rate of volumetric flow rate of grinding air when the inside tube is low. The finer product with a larger rate of production was achieved with the attrition bead mill than with the jet mill, thus the attrition grinding is better for the ultrafine grinding of gypsum than the jet grinding. Finally the suitability of the population balance model for simulation of grinding processes has been studied with different S , B , and C functions. A new S function for the modelling of an attrition mill and a new C function for the modelling of a jet mill were developed. The suitability of the selected models with the developed grinding functions was tested by curve fitting the particle size distributions of the grinding products and then comparing the fitted size distributions to the measured particle sizes. According to the simulation results, the models are suitable for the estimation and simulation of the studied grinding processes.

Product Data Managemet as a Key Success Factor in After Sales Business

The objective of this master’s thesis is to define Larox´s Product Data present state and future development needs from after sales point of view. In particular the object was to investigate after sales needs, which data related to products need to be managed by using Product Data Management. Empirical material of thesis was collected mainly through interviews, benchmark visits, and personal experience. Among the interviewees were internal stakeholders who are closely related to the product process, as well as external stakeholders. Interviews revealed that each stakeholder group has deviating needs for product data management and that at present all the needs are not met to take the best possible way. The main requirement was availability of up-to-date information, which plays a key role in after sales business. At the end of study is concentrated to find development targets at Larox, especially from after sales point of view. In addition, consideration of how the product data management advantages can utilized in making internal processes more efficient. Development needs are collected together as project descriptions, whose headings are shown at the end of the study.

Cost estimation framework for modular product

Cost estimation is an important, but challenging process when designing a new product or a feature of it, verifying the product prices given by suppliers or planning a cost saving actions of existing products. It is even more challenging when the product is highly modular, not a bulk product. In general, cost estimation techniques can be divided into two main groups - qualitative and quantitative techniques - which can further be classified into more detailed methods. Generally, qualitative techniques are preferable when comparing alternatives and quantitative techniques when cost relationships can be found. The main objective of this thesis was to develop a method on how to estimate costs of internally manufactured and commercial elevator landing doors. Because of the challenging product structure, the proposed cost estimation framework is developed under three different levels based on past cost information available. The framework consists of features from both qualitative and quantitative cost estimation techniques. The starting point for the whole cost estimation process is an unambiguous, hierarchical product structure so that the product can be classified into controllable parts and is then easier to handle. Those controllable parts can then be compared to existing past cost knowledge of similar parts and create as accurate cost estimates as possible by that way.

Optimizing of intelligence level in welding

The productivity, quality and cost efficiency of welding work are critical for metal industry today. Welding processes must get more effective and this can be done by mechanization and automation. Those systems are always expensive and they have to pay the investment back. In this case it is really important to optimize the needed intelligence and this way needed automation level, so that a company will get the best profit. This intelligence and automation level was earlier classified in several different ways which are not useful for optimizing the process of automation or mechanization of welding. In this study the intelligence of a welding system is defined in a new way to enable the welding system to produce a weld good enough. In this study a new way is developed to classify and select the internal intelligence level of a welding system needed to produce the weld efficiently. This classification contains the possible need of human work and its effect to the weld and its quality but does not exclude any different welding processes or methods. In this study a totally new way is developed to calculate the best optimization for the needed intelligence level in welding. The target of this optimization is the best possible productivity and quality and still an economically optimized solution for several different cases. This new optimizing method is based on grounds of product type, economical productivity, the batch size of products, quality and criteria of usage. Intelligence classification and optimization were never earlier made by grounds of a made product. Now it is possible to find the best type of welding system needed to welddifferent types of products. This calculation process is a universal way for optimizing needed automation or mechanization level when improving productivity of welding. This study helps the industry to improve productivity, quality and cost efficiency of welding workshops.