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Cannibalisation Strategy... and its relation to product introduction, segmentation & pricing- the Keynote Remake -@ReggyMo...
“longest” record“Secure” timing“High” success rate2All other yield a!!!! 4% !!!!success rate onlyMonday 20 May 2013
Determine Control SecureCrucial success factors3Monday 20 May 2013
Determine: to fix or find out precisely, calculate“Product” Life Cycle - MonitoringCrucial success factor 14Monday 20 May 2013
Determine the right moment bymonitoring the Profit contribution5??? RED ???Engineering?!Product Management?!Monday 20 May 2...
New markets act on different timingsMonday 20 May 2013
New solutions act on different timingsMonday 20 May 2013
Control: be in command of, manage, restrainPortfolio (Product Line) ManagementCrucial success factor 28Monday 20 May 2013
Control by strategically using ....Cannibalisation9Monday 20 May 2013
Lost Profit byBad CannibalisationCannibalisation risknot so much unlike in the movies ...at least for the product manager’...
Is it relevant to your business ?Monday 20 May 2013
Worst case example ...http://bit.ly/kn4bioMonday 20 May 2013
Cannibalisation & Competitive Loses13Monday 20 May 2013
14What about the best in class, like ...What isthat ?!?!Monday 20 May 2013
BIO-MIMICRYstoryEliminateCompetition- Procreation -Secure FoodFor Offspring- Procreation -Cannibalise for maximum RETURN o...
Cannibalise for maximum PROFIT onlyChapter 11Cannibalisation ascompetitive strategy16Monday 20 May 2013
0300060009000120002005 2006 2007 2008 2009 201030006000Cannibalised ProfitProfit 2 CompetitionRegained Profit12000Profit contr...
-10000-450010006500120002005200620072008200920109000IIIResulting profit contribution & RoIMonday 20 May 2013
NPI was 2 years 2 earlyMonday 20 May 2013
SecureSecure: make certain or safe, succeed in gettingCustomer Engagement & Phased IntroductionCrucial success factor 320M...
Not only to avoid the “Voice of the Customer” TRAP !21by sharing & hence mitigating the risk of NPIMonday 20 May 2013
But foremost to create customer delight !22Monday 20 May 2013
Determine the right moment bymonitoring profit contributionControl the right moment bystrategic cannibalisationSecure the r...
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Cannibalisation strategy 2013_slideshare

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