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Skim Karin Lindschoten

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opening at the InnoCos Europe conference, May 30-31st in Geneva

opening at the InnoCos Europe conference, May 30-31st in Geneva

Published in: Business, Technology

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  • 1. expect great answersCapturing….SKIM | International Market ResearchKarin Lieshout – Managing Director SKIM
  • 2. Capturing……… …Consumer …Imagination of ….Real buying Imagination other stakeholders behavior to build a business case
  • 3. Capturing…………Consumer Imagination
  • 4. Capturing consumer imagination 1. Address unmet need 2. Meaningful 6. Pricing product strategy uniqueness Capturing consumer imagination 5. Creating 3. Segmentation product desire and targeting 4. Positioning4
  • 5. Capturing consumer imagination 1. Address unmet need 2. Meaningful karin 6. Pricing product strategy very cold uniqueness morning, almost got hit by a tram :( but thank Capturing consumer God for snickers!! # imagination yum #love 25 minutes ago Getting ready for #SKIM @ Innocos 5. Creating 3. Segmentation 1 hour ago product desire and targeting 4. Positioning5
  • 6. Capturing……… …Imagination ofother stakeholders
  • 7. Systematic market fine tuning and combining of forces is the key to the successful products Suppliers Cross-functional team The market R&D Medical Market research Regulatory Marketing Innovation partners7
  • 8. Capturing……… ….Real buyingbehavior to build a business case
  • 9. From experiment to business impact EXPERIMENT SIMULATOR SCENARIOS 100000 80000 TPP A 60000 40000 new competitors 20000 current products 0 2008 2009 2010 2011 2012 2013 2014  Capturing reality in  Simulating business size for different propositions. simulated shopping trips • Go / no go decision • Business optimization • Targeting & Segmentation9
  • 10. Simulating business impact of new innovations and different propositions “What if we downsize our “You will lose -6.1% -4.4% Share Change flacon size to share, but your revenue -0.5% +1.1% Value Change 30 ml?” will go up” 27.2% 27.7% 35.5% 35.2% It is more profitable to downsize to 30ml than to 31.4% 31.2% break the 10 euros/flacon 5.9% 5.8% price barrier Price Increase Downsize Sparkling “Maybe it’s a more “But what will be the Competitor 1 profitable option to effect if competition Competitor 2 keep our flacon size follow our actions?” the same, but to increase our price?”10
  • 11. Capturing……… …Consumer …Imagination of ….Real buying Imagination other stakeholders behavior to build a business case
  • 12. INNOCOS:Capturing…. Your Imagination!

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