timing innovation
Post on 21-Jan-2015
536 Views
Preview:
DESCRIPTION
TRANSCRIPT
Page 1
The moment of truthin launching innovations
Het moment van de waarheidbij het lanceren van innovaties
Reggy MortierMarket Director
Page 2
Context (Case)
Summary & Conclusion
Presentation scope
Determine
Bepalen
Control
Beheersen
Secure
Beveiligen
Page 3
Context
Page 4
Platform Strategy
- Technology -
Product platform strategy
Product Family Strategy
- Market -
Vision
- People -
New Product Introduction
- Product / Service -
Page 5
Three platforms / families of rugged displays
Page 6
For extreme installations
Page 7
In extreme environments
100% humidity, interference, sand and dust
-46°C +71°C
Page 8
Price range
Low End Market Segment
High End Market Segment
Page 9
thinLITE display family
Page 10
Determine: fix or find out precisely, calculate
Product Life Cycle Monitoring (Management)
Page 11
Determining the MoT = Profit monitoring
x x
MoT: Defining & Developing
MoT: Selling
Page 12
Main Segment
Lower Cost & New Size & Performance
Result of our PLC analysis
Low End Market Segment
- Disruptive, “Good Enough” Competition -
Emerging Segments
- New Requirements -
Page 13
Control: be in command of, manage, restrain
Product Portfolio (Platform) Management
Page 14
To control the MoT = To USE your ...
Cannibalization
Page 15
Bad cannibalization
Lost Profit byBad Cannibalization
GOOD
Page 16
Cannibalize for MAXIMUM RETURN only
BIO-MIMICRY
Eliminate Competition
- Procreation -
Secure Food For Offspring
- Procreation -
Page 17
Cannibalize for MAXIMUM PROFIT only
Page 18
III
0
4000
8000
12000
2005 2006 2007 2008 2009 2010
III
Three possible profit scenarios: III is right one
3000
6000
Cannibaliz
ed Pro
fit
Lost
Pro
fit
To Com
petitio
n
Regained P
rofit
New
Pro
fit
Page 19
Resulting profit contribution & ROI
-10000
-5000
0
5000
10000
2005
2006
2007
2008
2009
2010
9000
III
Page 20
MoT was about 2 years later: Hypothetical Ex.
Investment
Page 21
Secure: make certain or safe, succeed in getting
Part I: Securing sales (and value based pricing)Part II: Securing maximum profit
Page 22
Secure: make certain or safe, succeed in getting
Part I: Customer Engagement & Involvement
Page 23
Customer engagement
1. To share & mitigate the risk of a new product introduction
– creating EARLY customer “Buy-in” & initial customers ! Crucial to get the wheel rolling and To get through the nearly “unavoidable” dip !
– improving and tuning the product with SELECTED customers Find more & new ways of using your product Using initial design provisions !
Page 24
Avoiding the Voice of the Customer “trap”
Page 25
New Product Development ( Reggy Mortier - Market Director)
SalesCRM
ProductManagement
Engineering
QFD Coach
MarketCustomer
AR's, Reports,Complaints,
Exhibitions, ....
Product IDEASelection
- Brainstorms -
Product IDEARefinement andInitial Product
Definition
Capture VoC
TRENDS
Product RequestDocument
BusinessCase
High LevelFunctional
ProductDescription
Customer Needs
TechnicalRequirements
TechnicalSpecification
Measures
Verification CrossReference Matrix
Voice of theCustomer
StrategicManagement
Process&
PLC
Voice Of TheCustomer
QuantitativeMarket Data(Programs)
PassiveCapture Active
Capture
Create FirstHouse ofQualityHoQ1
Translate VoCinto CustomerRequiremnets
Dev Spec
Test Plan
CorrelationCR to TR
DATA
PredefinedProcess
Process
Stored Data
Document
During development @ all major stage gates
Stage Gate 0: Voice of the Customer @ product definition
Page 26
Customer engagement
2. To strive for & achieve customer Delight !
Page 27
KANO Customer Needs Model
Didn’t do it at all
Did it very well
BASIC NEEDS
EXCI
TEMEN
T
NEED
SPERFORMANCE
NEEDS
Spoken W
ants
Unsp
oken
Basi
cs –
Unl
ess
Viol
ated
Unspoken
Excitement
Satisfied
Dissatisfied
KANO
Leads to loyal customers & better pricing
Page 28
Example: delight & lower cost !
Console Mount
Shelter Mount
Original Concept:
Solving the needs
Final Concept:
Bringing Delight
Console Mount
VESA Mount* Smallest Outline* 8U BezelVESA Mount
Shelter Mount* 19” Rack* 8U Bezel
Shelter Mount
Console Mount
Shelter Mount
Original Concept:
Solving the needs
Final Concept:
Bringing Delight
Console MountConsole Mount
VESA Mount* Smallest Outline* 8U BezelVESA MountVESA Mount* Smallest Outline* 8U BezelVESA MountVESA Mount* Smallest Outline* 8U BezelVESA Mount
Shelter Mount* 19” Rack* 8U Bezel
Shelter MountShelter Mount* 19” Rack* 8U Bezel
Shelter Mount
Page 29
Example: Product provisions lead to new uses
Page 30
Secure: make certain or safe, succeed in getting
Part II: Phased Product Introduction
Page 31
Phased product introduction
In different, separate market or price segments
To maximize profit contribution per segment– & consequentially in your total market
Page 32
Example: Phased introduction per segment
Low End Market Segment
Main Market Segment
Emerging Segments
I
II
III
Page 33
Summary & conclusion
Page 34
Summary
Determine the moment of truth– By monitoring your profit evolution (PLC)
Control the moment of truth– By “using” cannibalization
to maximize your total profit (portfolio)
Secure the moment of truth– By true customer engagement
To sell early & surely (risk management & delight)
– By phased product introductions per segment
To maximize your total market profit
Page 35
Thank you
More information: www.barco.com
Related articles in and PUB
Reference books:
Pictures: istockphoto
top related