Success Factors Of New Product Introductions
32
Success factors of New Product Introductions Timing and its relation to segmentation & pricing - the Keynote Remake - 1 ... and its relation to cannibalisation @ReggyMortier @Barco @Vlerick @MarionDebruyne: Product Management @ the most “Ghent”-ile of cities May 23, 2011 Monday 30 May 2011
-
Upload
reggy-mortier -
Category
Business
-
view
2.314 -
download
0
description
Success and failure of NPI are determined strongly by timing and its relation to segmentation and pricing. This in addition to the strategic use of cannibalisation are the reasons to check out this presentation base on a true life successful product introduction
Transcript of Success Factors Of New Product Introductions
Success factors of New Product Introductions
Timing and its relation to segmentation & pricing
- the Keynote Remake -
1
... and its relation to cannibalisation
@ReggyMortier @Barco@Vlerick @MarionDebruyne: Product Management@ the most “Ghent”-ile of citiesMay 23, 2011
Monday 30 May 2011
High success rate
“Secure” timing
Most beautiful
All the others only yield a 4% success rate !
2
Monday 30 May 2011
Determine Control Secure
Crucial success factors
3
Monday 30 May 2011
Case: Three product lines of “extreme” displays
4
Monday 30 May 2011
For extreme conditions
Monday 30 May 2011
On extreme platforms
6
Monday 30 May 2011
In extreme environments
100% humidity, interference, sand and dust
-46°C +71°C
7
Monday 30 May 2011
Low End Market Segment- XK Euro -
High End Market Segment- YK Euro -
@ extreme prices ?
8
Monday 30 May 2011
thinLITE family
9
Monday 30 May 2011
Determine: to fix or find out precisely, calculate
Product (Profit) Life Cycle - Monitoring
Crucial success factor 1
10
Monday 30 May 2011
Determine the right moment by monitoring the profit contribution
11
??? RED ???Engineering?!
Product Management?!
Monday 30 May 2011
New markets act on different timings
Monday 30 May 2011
2003 2004 2005 2006 2007 2008 2009 2010 2011
thinLITE family
Lesson learned - “Marketing” to the rescue
And that’s not just the price
Monday 30 May 2011
Low End Market Segment- Losing to disruptive, “good enough” competition -
Main Market Segment- Need for cost optimisation & portfolio extension -
Emerging Market Segment- opportunity for segment leadership -
Product / Profit Life Cycle Analysis
14
Monday 30 May 2011
Control: be in command of, manage, restrain
Product Line (Portfolio) Management
Crucial success factor 2
15
Monday 30 May 2011
Control by strategically using ....
Cannibalisation
16
Monday 30 May 2011
Lost Profit byBad Cannibalisation
Cannibalisation risknot so much unlike in the movies ...
at least for the product manager’s career ...which will be short-lived
17
Monday 30 May 2011
Hooray Ingrid, Kim and Stijn
http://bit.ly/kn4bio
Monday 30 May 2011
Hooray Ingrid, Kim and Stijn
19
Monday 30 May 2011
What about ... Youri
try to get a copy of the Harvard case, really nice case
(feel free to ping if you can’t find it)
Monday 30 May 2011
What about ... Youri
Monday 30 May 2011
What about the best in class, like ... Pieter
Monday 30 May 2011
23
What about the best in class, like ... Pieter
What is that ?!?!
Monday 30 May 2011
BIO-MIMICRY story
Eliminate Competition
- Procreation -
Secure Food For Offspring
- Procreation -
Cannibalise for maximum RETURN only
24
Monday 30 May 2011
Cannibalise for maximum PROFIT only
Chapter 11
Cannibalisation as competitive strategy
25
Monday 30 May 2011
NPI was 2 years 2 early
Monday 30 May 2011
Secure
Secure: make certain or safe, succeed in getting
Customer Engagement & Phased Introduction
Crucial success factor 3
27
Monday 30 May 2011
Not only to avoid the “Voice of the Customer” TRAP !
28
by sharing & hence mitigating the risk of NPI
Monday 30 May 2011
But foremost to create customer delight !
29
Monday 30 May 2011
Delight at lower cost
Monday 30 May 2011
Low End Market Segment
Main Market Segment
Emerging Market Segment
Phased intro (time/segment) to maximise total profit !
31
Monday 30 May 2011
Determine the right moment by monitoring profit contribution
Control the right moment bystrategic cannibalisation
Secure the right moment bycustomer engagement & phased introduction
32
Monday 30 May 2011
