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Cannibalisation strategy 2013_slideshare

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  • 1. Cannibalisation Strategy... and its relation to product introduction, segmentation & pricing- the Keynote Remake -@ReggyMortier - Mobile: 0478 25 25 16@ the most “Ghent”-ile of cities20131Monday 20 May 2013
  • 2. “longest” record“Secure” timing“High” success rate2All other yield a!!!! 4% !!!!success rate onlyMonday 20 May 2013
  • 3. Determine Control SecureCrucial success factors3Monday 20 May 2013
  • 4. Determine: to fix or find out precisely, calculate“Product” Life Cycle - MonitoringCrucial success factor 14Monday 20 May 2013
  • 5. Determine the right moment bymonitoring the Profit contribution5??? RED ???Engineering?!Product Management?!Monday 20 May 2013
  • 6. New markets act on different timingsMonday 20 May 2013
  • 7. New solutions act on different timingsMonday 20 May 2013
  • 8. Control: be in command of, manage, restrainPortfolio (Product Line) ManagementCrucial success factor 28Monday 20 May 2013
  • 9. Control by strategically using ....Cannibalisation9Monday 20 May 2013
  • 10. Lost Profit byBad CannibalisationCannibalisation risknot so much unlike in the movies ...at least for the product manager’s career ...which will be short-lived10Monday 20 May 2013
  • 11. Is it relevant to your business ?Monday 20 May 2013
  • 12. Worst case example ...http://bit.ly/kn4bioMonday 20 May 2013
  • 13. Cannibalisation & Competitive Loses13Monday 20 May 2013
  • 14. 14What about the best in class, like ...What isthat ?!?!Monday 20 May 2013
  • 15. BIO-MIMICRYstoryEliminateCompetition- Procreation -Secure FoodFor Offspring- Procreation -Cannibalise for maximum RETURN only15Monday 20 May 2013
  • 16. Cannibalise for maximum PROFIT onlyChapter 11Cannibalisation ascompetitive strategy16Monday 20 May 2013
  • 17. 0300060009000120002005 2006 2007 2008 2009 201030006000Cannibalised ProfitProfit 2 CompetitionRegained Profit12000Profit contribution with each sold unit9000IIIIII6000Monday 20 May 2013
  • 18. -10000-450010006500120002005200620072008200920109000IIIResulting profit contribution & RoIMonday 20 May 2013
  • 19. NPI was 2 years 2 earlyMonday 20 May 2013
  • 20. SecureSecure: make certain or safe, succeed in gettingCustomer Engagement & Phased IntroductionCrucial success factor 320Monday 20 May 2013
  • 21. Not only to avoid the “Voice of the Customer” TRAP !21by sharing & hence mitigating the risk of NPIMonday 20 May 2013
  • 22. But foremost to create customer delight !22Monday 20 May 2013
  • 23. Determine the right moment bymonitoring profit contributionControl the right moment bystrategic cannibalisationSecure the right moment bycustomer engagement & phased introduction23Monday 20 May 2013