Sales guidelines

Sales guidelines "Product name/type"

For internal use
only.
Revision level: 02/2010

1. Product Product description and range of applications:

description/
product position MPA1 polymer valves offer an alternative to
the existing metal slide valves in terms of
Brief description of the product price and technology.
and
its functions They can be used universally in all areas of
application. Their technical and price
Is there any overlap with characteristics make them particularly
existing products/product
series? What are the suitable for certain areas of application.
demarcations with regard to
application areas/target groups?

Basic technical data:

The valves must be operated compatibly on

MPA sub-bases, including combined with
standard (metal) valves. They have the
same pilot solenoid coils and external
dimensions.

Feature M KU,NU,H VV
U
Valve 5/2-way 2x3/2- Dual-
function single way pressure
operation

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 Sales guidelines
Standar >200 >200
d l/min l/min For internal use
nominal only.
flow
rate
Switchi <15 ms <15 ms
ng time
on
Operati -0.9 - 10 -0.9 - 10
ng bar bar
pressur
e

Functions:
3/2-way NC and 3/2-way NO valves are
basically used, which can be combined to
produce the following valve functions:
M: 5/2-way M
K: 2x3/2-way NC
N: 2x3/2-way NO
H: 3/2-way NO + 3/2-way NC

There is also a special valve function for

switching two different pressures or
vacuum.
V: Dual-pressure mode

Differentiation:
Difference compared to MPA1 metal valves
No 5/2-way double solenoid valve
No 5/3-way valves
No 2/2-way valves
Reduced flow rate
Mechanical spring return

2. Market potential / Market potential:

target customers /
main applications / Approx. 150,000 valves in year 3
customer
expectations Target customers:
What are our objectives? What
is our present market position?
DeLaval (F-SE), "milking robots"
What is the total market Standard and vacuum special valves
volume?
entirely in plastic, with high corrosion
Who are the potential users? Is protection.
it a broad market or a market

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 niche?
What benefits do customers
expect? Are they familiar with
the product or is there a
selection problem? How much
expertise do they consider us to
have?
3. Strengths, features
of the
product/product
benefits
Argumentation of benefits,
taking into account the 8
customer needs according to Fit
for Change.
What special benefits can we
offer? Is there a USP (unique
selling point)?
What are the benefits for the
customer when buying our
products? What are the
advantages for the customer?
Attention: Clearly show all
the benefits: characteristics
-> advantage -> benefit
4. Product limits /
sales obstacles
What are the weaknesses of the
product, what still needs to be
improved?
5. Main competitors
349433888/yyyy
Sales guidelines
Main applications: For internal use
only.
Process engineering/safety engineering:
The mechanical spring return means that a
safe resting state is guaranteed. Flow
rates are comparable with standard MPA1
for cable lengths above approx. 2 m due
to pressure losses in the cable.
Corrosive environment:
Plastic is less sensitive to corrosion than
metal surfaces in humid or slightly
corrosive environments.
Customer expectations:
Price advantage compared to standard MPA
Corrosion-resistant
Higher switching time constancy
Use on all MPA platforms.
Use and possibility of combination on the
existing
terminal platforms enables:
The targeted use and combination of the
technical features, e.g.
- 2x3/2-way valves with spring return for
controlling process valves
- 5/2-way M as a safety-related control
valve
- Special vacuum function and use of the
dual-pressure principle
Cost reduction, e.g.
- Cost savings with 2x3/2-way NC for the
process industry
Product limits
Only available in size MPA1
Restricted valve function if polymer is the
desired material.
Rexroth
"Product name/type" Page 3 of 5
 Who are the main competitors
and what are their products?
Are there regional differences?
What are our strengths and
weaknesses compared with
individual competitors
(technical function, price,
benefits, product range, etc.)?
6. Marketing strategy
and
sales support
Procedure for product launch
(campaign, A-plan topics)
Is the sales force familiar with
the product? Is there resistance
or opposition to the product?
What sales support measures
are required (preparing the
sales force, training, media,
software)?
7. Miscellaneous
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Sales guidelines
HF04, LP04
For internal use
Advantage of HF04/LP04: only.
- All valve functions in the plastic housing
- Greater flow rate
Advantages of MPA:
- Different terminal platforms
- Better electrical actuators
- Price advantage
SMC
SV1000, SY3000multiflex
Advantage of MPA:
- SMC does not offer any comparable plastic
valves
Strategy:
MPA1 polymer valves extend the
performance and range of application of
MPA valve terminals. They also offer a
price advantage.
The new valves strengthen the competitive
ability of the MPA series.
MPA polymer valves can be used where
cost pressure is an issue. If the customer
accepts the modified technical data, new
net prices can be agreed without
diminishing the contribution margins.
The price advantage cannot be generally
specified; it can only be specified for the
specific valve. This advantage decreases
on the respective terminal depending on
the configuration.
Sales support:
Info and PSI 227
Marketing objective:
- The MPA valve range is ultra modern and will
"Product name/type" Page 4 of 5
 Marketing objective, Sales guidelines
be
communication objective etc.
continuously extended by Festo. For internal use
- Additional technical features such as the only.
mechanical
spring return as well as cost advantages are
possible.

8. Contact person Ralf Hhn (hhn)

Tel.: ++49 (0) 711 347 24 82
PM area

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