Case Technological Marketing Final


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Case Technological Marketing Final

  1. 1. Templates for Technological Marketing
  2. 2. Case : Templates for Technological Marketing <ul><li>Based in Grenoble, France, the “Bureau d’études marketing” (BEM) provides support in marketing and business development to the labs of Commissariat à l’énergie atomique (CEA) involved in energy, health technologies, ICT and defense. One of its missions is the realisation of strategic marketing studies. Two templates are provided here: </li></ul><ul><ul><li>Specifications for marketing studies , to be defined by the BEM and the laboratory concerned </li></ul></ul><ul><ul><li>Template for ’48 hour flash’ partner analysis </li></ul></ul><ul><li>Generic case : the templates can be adapted by other technology transfer offices. </li></ul><ul><ul><li>3 stakeholders : laboratory commissioning the study, marketing engineers of the BEM performing the study and third parties to be interviewed (researchers, experts, industrials). </li></ul></ul><ul><ul><li>This case is related to the process “Marketing”. The templates are used by the 15 marketing engineers of the BEM. Innovative technologies coming from the labs are upstream customers’ expectations. Technological marketing can be defined as “marketing for markets that do not exist yet”. Studies analyse the functions of a technology, identify the applications and potential markets, as well as parts of the market to be explored. A partner analysis gathers data on a company, supporting the lab strategy on partnerships for instance. Both studies are a key element of CEA’s methodology, delivering a combination a business needs ‘pull’ and technology ‘push’. </li></ul></ul>
  3. 3. Process of technological marketing studies at CEA Study Pre-study Post-study Template for specifications Specifications <ul><li>Agreement </li></ul><ul><li>Definition of the issue, scope of the study </li></ul><ul><li>Objectives, expected results, timing, cost </li></ul><ul><li>Preliminary analysis </li></ul><ul><li>Value chain, segmentation, legislation </li></ul><ul><li>Way to find information </li></ul><ul><li>Interview guide, doc of presentation,,…. </li></ul>Phase 1 : Data collection <ul><li>Interviews </li></ul><ul><li>Face to face, phone, focus group </li></ul>Phase 2 :interviews <ul><li>Synthesis and data analysis </li></ul><ul><li>Minutes of the interviews </li></ul><ul><li>Market segmentation </li></ul><ul><li>Demand and offer analysis </li></ul><ul><li>Recommendations </li></ul>Phase 3 : Synthesis <ul><li>After the study </li></ul><ul><li>Satisfaction questionnaire directly after the presentation of the study and also 4 months later </li></ul><ul><li>Letters to the interviewed TTO thanks them </li></ul><ul><li>Follow up of the contacts and of the action plan decided </li></ul>Follow up and satisfaction
  4. 4. Template for marketing study specifications (1 ) <ul><li>Marketing study « XXX » </li></ul><ul><ul><li>Date: </li></ul></ul><ul><ul><li>Objet: Marketing Study </li></ul></ul><ul><ul><li>From: Marketing manager </li></ul></ul><ul><ul><li>To: Laboratory commissioning the study </li></ul></ul><ul><li>CONTEXT OF THE STUDY </li></ul><ul><ul><li>The market of … </li></ul></ul><ul><ul><li>Stakes for the research organisation … </li></ul></ul><ul><ul><li>Project team </li></ul></ul><ul><ul><li>Pilot laboratory and associate labs, names of the persons involved </li></ul></ul><ul><li>OBJECTIVE OF THE STUDY </li></ul><ul><li>  </li></ul>Objective: detailed analysis of a technology to identify applications/potential markets and foster the transfer. 31 studies performed by CEA BEM in 2008
  5. 5. <ul><li>METHODOLOGY AND DELIVERABLES </li></ul><ul><ul><li>Phase 1 : analysis </li></ul></ul><ul><li>Launch: </li></ul><ul><li>Duration: </li></ul><ul><li>Realisation: </li></ul><ul><li>Supervision: </li></ul><ul><li>This phase of the study will target/help to…. </li></ul><ul><li>Deliverables: </li></ul><ul><ul><li>List of stakeholders to contact during phase 2 </li></ul></ul><ul><ul><li>Interview guide </li></ul></ul><ul><ul><li>Presentation for the stakeholders interviewed in phase 2 </li></ul></ul><ul><ul><li>X </li></ul></ul><ul><ul><li>Phase 2 : field work </li></ul></ul><ul><ul><li>Duration: </li></ul></ul><ul><ul><li>Realisation: </li></ul></ul><ul><ul><li>Supervision: </li></ul></ul><ul><ul><li>Deliverables: </li></ul></ul><ul><ul><li>Regularly communicate the information gathered from industrials </li></ul></ul><ul><ul><li>Minutes of the interviews </li></ul></ul><ul><ul><li>Meeting when 2/3 of the interviews is completed </li></ul></ul><ul><ul><li>X </li></ul></ul><ul><ul><li>Phase 3 : synthesis </li></ul></ul><ul><ul><li>Duration: </li></ul></ul><ul><ul><li>Realisation: </li></ul></ul><ul><ul><li>Supervision: </li></ul></ul><ul><ul><li>This final phase of the study will target/help to…. </li></ul></ul><ul><ul><li>Deliverables: </li></ul></ul><ul><ul><li>Final presentation of the results and conclusions of the study </li></ul></ul><ul><ul><li>Final report (PowerPoint format) </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>Template for marketing study specifications (2)
  6. 6. <ul><li>MEANS AND TIMING </li></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Duration: </li></ul></ul><ul><ul><li>Realisation: </li></ul></ul><ul><ul><li>Supervision: </li></ul></ul><ul><ul><li>Launch date: </li></ul></ul><ul><ul><li>End date: </li></ul></ul><ul><ul><li>Costs </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>Template for marketing study specifications (3)
  7. 7. Template for partner analysis (1) <ul><li>Partner information [Insert name of the company] </li></ul><ul><ul><li>Date: </li></ul></ul><ul><ul><li>Person/ Unit ordering the analysis: </li></ul></ul><ul><ul><li>Realisation: </li></ul></ul><ul><ul><li>Diffusion: </li></ul></ul><ul><li>  </li></ul>Objective: data collection on a company to support the commercial actions of the labs 59 partner analysis performed by CEA BEM in 2008 <ul><ul><li>SIREN number (French registration code for companies) </li></ul></ul><ul><ul><li>Address </li></ul></ul><ul><ul><li>Phone number </li></ul></ul><ul><ul><li>Fax </li></ul></ul><ul><ul><li>Stock exchange quotation/ cotation en bourse </li></ul></ul><ul><ul><li>Legal status/ forme juridique </li></ul></ul><ul><ul><li>Capital stock/ capital social </li></ul></ul><ul><ul><li>Board chairman/ président du CA </li></ul></ul><ul><ul><li>2009 workforce/ effectif </li></ul></ul><ul><ul><li>2009 turnover/ chiffre d’affaires </li></ul></ul>
  8. 8. <ul><li>Website of the company: </li></ul><ul><li>CONTEXT </li></ul><ul><li>The company X is interacting with the [own research organisation] within the framework of… in order to…. </li></ul><ul><li>COMPANY HISTORY </li></ul><ul><li>Source: </li></ul><ul><li>FINANCIAL ORGANISATION </li></ul><ul><ul><li>Leaders </li></ul></ul><ul><li>Source: </li></ul>Template for partner analysis (2) Name Title
  9. 9. <ul><ul><li>Shareholding </li></ul></ul><ul><li>Source: </li></ul><ul><ul><li>Subsidiaries </li></ul></ul><ul><li>Source: </li></ul><ul><li>Source: </li></ul>Template for partner analysis (3) Name % Name Country
  10. 10. <ul><li>ORGANISATION AND ACTIVITIES </li></ul><ul><ul><li>Organisation (division, business unit etc.) </li></ul></ul><ul><li>Schema: </li></ul><ul><li>Source: </li></ul><ul><ul><li>Presentation of the activity/ products </li></ul></ul><ul><li>Products: </li></ul><ul><li>Services: </li></ul><ul><li>The turnover is distributed among the business units for year X, as follows: </li></ul><ul><li>Source: </li></ul><ul><li>POSITIONING ON THE MARKET </li></ul><ul><ul><li>Clients </li></ul></ul><ul><li>Source: </li></ul><ul><ul><li>Partnerships </li></ul></ul><ul><li>Industrial partners: </li></ul><ul><li>R&D partners: </li></ul><ul><li>Source: </li></ul><ul><li>Competition/ market shares: </li></ul><ul><ul><li>Global positioning </li></ul></ul><ul><ul><li>Source: </li></ul></ul><ul><ul><li>Positioning of the main products </li></ul></ul><ul><ul><li>Source: </li></ul></ul>Template for partner analysis (4)
  11. 11. <ul><ul><li>Geographical repartition of main indicators </li></ul></ul><ul><ul><li>Geographical repartition of turnover </li></ul></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Geographical repartition of workforce </li></ul></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Geographical repartition of the production zones </li></ul></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>R&D investments </li></ul></ul><ul><ul><ul><li>R&D investments </li></ul></ul></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Geographical repartition of R&D </li></ul></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Memorable facts </li></ul></ul><ul><ul><li>CONCLUSION </li></ul></ul>Template for partner analysis (6)
  12. 12. <ul><li>Links to code book </li></ul><ul><li>Technological marketing </li></ul><ul><li>Innovation marketing </li></ul><ul><li>Strategic marketing </li></ul><ul><li>Marketing study </li></ul><ul><li>Technology positioning </li></ul><ul><li>Company profile/ analysis </li></ul><ul><li>Template </li></ul><ul><li>Methodology </li></ul><ul><li>Link to related websites </li></ul><ul><li> </li></ul>Suggested Readings