Posts
Why Influencer Marketing Plays a Big Role at MAN
Under the motto “Marketing in times of digital awakening”, the PFH Private University of Göttingen invites you to the Göttingen Marketing Day on November 8. In advance, Prof. Dr. Hans-Christian Riekhof interviewed some of the speakers. Here Björn Loose, Senior Vice President MAN Truck & Bus SE, provides insights into the marketing of the B2B company against the backdrop of digitalization.
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11.11.2019│ Göttingen – Fricke Agricultural Machinery on Pricing for Spare Parts in the B2B Environment
On Monday, 11.11.2019, the Private University of Göttingen (PFH) hosts the company Fricke. A corporate group that specializes in agricultural machinery, garden technology, and commercial vehicles and is present with 64 locations in 25 countries. At the invitation of Prof. Dr. Hans-Christian Riekhof, Kai Ostendorf, Head of Pricing & Material Master Data Management, is coming.
In his 90-minute lecture, Ostendorf provides an insight into the wholesaler’s pricing in the B2B environment – both before and after the implementation of a pricing tool.
Pricing for spare parts is a particular challenge. This applies not only when it comes to agricultural machinery. After all, it is not enough to offer products in a simple “manufacturing cost plus x” approach and wait to see how the market reacts. Web-based platforms tend to help buyers increase price transparency, but given the complexity and variety of variants, there are natural limits here. The price structure is also very different depending on the submarket and degree of specialization, for example when thinking about spare parts for historical agricultural machinery.
The OEMs (Original Equipment Manufacturer) tend to pursue a high-price strategy for their original spare parts. Distributors counter this with their own cheaper product lines, which they have manufactured in China. Kai Ostendorf describes in his lecture how it is possible to find the “right” prices for 11 million spare parts. A pricing tool is used, which he introduced at Granit Parts together with an external service provider.
The PFH is pleased to welcome interested parties this evening, external guests are welcome.
Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
Date/Time:
Mon, 11.11.2019, 18:00 – 19.30 hrs
The event is free of charge. Registration is required, please by mail to Wieschollek@nullpfh.de.
Photo: Fricke Agricultural Machinery
Repositioning: Why the B2B brand Riegler now relies on emotions
Realigning a brand in the business-to-business environment is a demanding challenge. The rebranding of a B2B brand was the focus of a lecture by Philipp Wacker (photo), managing director of the company Riegler & Co KG in Bad Urach. The industry: compressed air and pneumatics. Using the practical example of the reorientation of his brand, he provided insights into its B2B marketing concept at the Private University of Göttingen (PFH).
The PFH graduate appeared at the invitation of Dr. Hans-Christian Riekhof, Professor of International Marketing. In an interview with Riekhof, Wacker explains the background to the repositioning of his brand.
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