TNS NIPO webinar 7 en 12 maart: Is research killing your best new product ideas?

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Een hoge mate van ‘trial’ of een groot volume van een getest concept blijkt geen garantie voor groei van de organisatie als geheel. Dit vanwege het grote risico van kannibalisatie op het bestaande portfolio.

Tijdens het webinar wordt dieper ingegaan op het terugdringen van kannibalisatie. Ook staan de thema's innovatie en productrenovatie centraal.

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TNS NIPO webinar 7 en 12 maart: Is research killing your best new product ideas?

  1. 1. Is research killingyour best new product ideaswithout you even knowing it? Innovation & Product Development Is research killing your best new product ideas…
  2. 2. Focussed innovation is vital for growth More customers Today’s business More money from each customer Innovation & Product Development Is research killing your best new product ideas… 3
  3. 3. The innovator’s challenge Reduce time from Deliver growth ideation to market Minimise risk of failure Develop radical innovation Innovation & Product Development Is research killing your best new product ideas… 4
  4. 4. But the way most people screen new productconcepts is seriously flawed Product A Product B Product C Product D Sales six months after launch (€m) Incremental volume Cannibalisation Innovation & Product Development Is research killing your best new product ideas… 6
  5. 5. We at TNSIn 40% of cases, companies would have takendifferent screening decisions if they had focusedon incremental growth potential instead of purevolume. Innovation & Product Development Is research killing your best new product ideas… 7
  6. 6. We must take incremental growth potentialinto account% Incremental High Prioritisation based on incremental trial potential Low Low High Trial potential Innovation & Product Development Is research killing your best new product ideas… 8
  7. 7. Understanding incremental growth potentialmeans better adviceProgress Rework Stop Innovation & Product Development Is research killing your best new product ideas… 9
  8. 8. Understanding incremental growth potentialmeans better advice InvestigateIncremental winners Winning cannibals? De-prioritise Innovation & Product Development Is research killing your best new product ideas… 10
  9. 9. A correct choice upfront does save a lot of moneyPrelim market assess Idea screening Prelim tech assess Market study Financial analysisProduct development Point of no return 29% In-house prod test Customer prod test Test market Pilot production Business analysis Production Market launch Average % of innovation spend Source: Cooper & Kleinschmidt Innovation & Product Development Is research killing your best new product ideas… 11
  10. 10. We identify the concepts with strong trial potential 60Trial 32 23 0 47 39 28 16 10 9 Crisps of the Dressed Snack bar Chilli Spicy Pizza world to krill variant variant pieces Trial Bottom 50% benchmark Top 25% benchmark Bottom 50% 50 – 25% Top 25% Innovation & Product Development Is research killing your best new product ideas… 13
  11. 11. Together with an understanding of incrementalpotential 60 Incremental Winning Incremental De-prioritise De-prioritise De-prioritise winner cannibal? winnerTrial 22 16 0 37 11 24 4 4 9 Crisps of the Dressed Snack bar Chilli Spicy Pizza world to krill variant variant pieces Incremental trial Cannibalisation Bottom 50% benchmark Top 25% benchmark Bottom 50% 50 – 25% Top 25% Innovation & Product Development Is research killing your best new product ideas… 14
  12. 12. To provide precise development plans GrowthDevelopment guide StrengthsProduct expectations: 64 59 55High qualityLong-lasting flavour Relevance Clarity Early 24 Adopter trialPrice point: 7 19€ 1.49 perceived as good 15 WeaknessesTarget 13 4 63 40Potential incremental buyerscurrently buy brands X and Y Price Value ExcitementWatch out 28 21 17Slight weakness in clarity of message Uniqueness Appeal Credibility Incremental growth Brand cannibalization Portfolio cannibalization Bottom 50% benchmark Top 25% benchmark Bottom 50% 50 - 25% Top 25% Based on Total Category Buyers Innovation & Product Development Is research killing your best new product ideas… 15
  13. 13. We use these principles in all steps in the roadmap togrowthCorporate goals Market opportunities Ideation Concept prioritisation Concept /product Volume & capabilities development and estimation/launch refinement Innovation & Product Development Is research killing your best new product ideas… 17
  14. 14. Where to search for growth opportunities?Need for Matrix Idea or Concept Commercial Marketgrowth strategy screening development launch generation Sized, prioritised, and profiled product opportunities Innovation & Product Development Is research killing your best new product ideas… 18
  15. 15. Fuelling growth with a broadrange of initiatives Portfolio Renovation optimisation Maximise Clear guidance on portfolio efficiency how to improve existing products Innovation International portfolio roll-out Success requirements Assess potential for to guide new product products imported development from other countries Innovation & Product Development Is research killing your best new product ideas… 19
  16. 16. Stick with the plan: idea to execution Innovation & Product Development Is research killing your best new product ideas… 20
  17. 17. And take value into account Value [noun] 1) how much something is worth 2) how much something is worth compared with its price 3) the quality of being useful or important [synonym: benefit] to value [verb] 1) to think that something is important 2) to decide that something is worth a particular amount of money (from the Oxford English Dictionary) Innovation & Product Development Is research killing your best new product ideas… 21
  18. 18. Innovation & Product DevelopmentIs research killing your best new product ideas… 22

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