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Success Factors Of New Product Introductions
The document discusses the critical success factors for new product introductions, emphasizing the importance of timing, segmentation, and pricing strategies. It highlights monitoring the product life cycle, managing product lines, and using strategic cannibalization to optimize profits. The overall aim is to ensure customer engagement and maximize return through effective market entry and phased introductions.
Success Factors Of New Product Introductions
- 1. Success factors of New Product Introductions Timing and its relation to segmentation & pricing - the Keynote Remake - ... and its relation to cannibalisation @ReggyMortier @Barco @Vlerick @MarionDebruyne: Product Management @ the most “Ghent”-ile of cities May 23, 2011 1 Monday 30 May 2011
- 2. High success rate “Secure” timing Most beautiful All the others only yield a 4% success rate ! 2 Monday 30 May 2011
- 3. Crucial success factors Determine Control Secure 3 Monday 30 May 2011
- 4. Case: Three productlines of “extreme” displays 4 Monday 30 May 2011
- 5. For extreme conditions Monday30 May 2011
- 6. On extreme platforms 6 Monday 30 May 2011
- 7. In extreme environments -46°C +71°C 100% humidity, interference, sand and dust 7 Monday 30 May 2011
- 8. @ extreme prices? High End Market Segment - YK Euro - Low End Market Segment - XK Euro - 8 Monday 30 May 2011
- 9. thinLITE family 9 Monday 30 May 2011
- 10. Crucial success factor1 Determine: to fix or find out precisely, calculate Product (Profit) Life Cycle - Monitoring 10 Monday 30 May 2011
- 11. Determine the rightmoment by monitoring the profit contribution ??? RED ??? Engineering?! Product Management?! 11 Monday 30 May 2011
- 12. New markets acton different timings Monday 30 May 2011
- 13. Lesson learned -“Marketing” to the rescue And that’s not just the price thinLITE family 2003 2004 2005 2006 2007 2008 2009 2010 2011 Monday 30 May 2011
- 14. Product / ProfitLife Cycle Analysis Emerging Market Segment - opportunity for segment leadership - Main Market Segment - Need for cost optimisation & portfolio extension - Low End Market Segment - Losing to disruptive, “good enough” competition - 14 Monday 30 May 2011
- 15. Crucial success factor2 Control: be in command of, manage, restrain Product Line (Portfolio) Management 15 Monday 30 May 2011
- 16. Control by strategicallyusing .... Cannibalisation 16 Monday 30 May 2011
- 17. Cannibalisation risk not so much unlike in the movies ... Lost Profit by Bad Cannibalisation at least for the product manager’s career ... which will be short-lived 17 Monday 30 May 2011
- 18. Hooray Ingrid, Kimand Stijn http://bit.ly/kn4bio Monday 30 May 2011
- 19. Hooray Ingrid, Kimand Stijn 19 Monday 30 May 2011
- 20. 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
- 21. What about ...Youri Monday30 May 2011
- 22. What about thebest in class, like ... Pieter Monday 30 May 2011
- 23. What about thebest in class, like ... Pieter What is that ?!?! 23 Monday 30 May 2011
- 24. Cannibalise for maximumRETURN only BIO-MIMICRY story Secure Food For Offspring Eliminate - Procreation - Competition - Procreation - 24 Monday 30 May 2011
- 25. Cannibalise for maximumPROFIT only Chapter 11 Cannibalisation as competitive strategy 25 Monday 30 May 2011
- 26. NPI was 2years 2 early Monday 30 May 2011
- 27. Crucial success factor3 Secure Secure: make certain or safe, succeed in getting Customer Engagement & Phased Introduction 27 Monday 30 May 2011
- 28. Not only toavoid the “Voice of the Customer” TRAP ! by sharing & hence mitigating the risk of NPI 28 Monday 30 May 2011
- 29. But foremost tocreate customer delight ! 29 Monday 30 May 2011
- 30. Delight at lowercost Monday 30 May 2011
- 31. Phased intro (time/segment)to maximise total profit ! Emerging Market Segment Main Market Segment Low End Market Segment 31 Monday 30 May 2011
- 32. Determine the rightmoment by monitoring profit contribution Control the right moment by strategic cannibalisation Secure the right moment by customer engagement & phased introduction 32 Monday 30 May 2011