Skim Karin Lindschoten

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

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Skim Karin Lindschoten

  1. 1. expect great answersCapturing….SKIM | International Market ResearchKarin Lieshout – Managing Director SKIM
  2. 2. Capturing……… …Consumer …Imagination of ….Real buying Imagination other stakeholders behavior to build a business case
  3. 3. Capturing…………Consumer Imagination
  4. 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. 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. 6. Capturing……… …Imagination ofother stakeholders
  7. 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. 8. Capturing……… ….Real buyingbehavior to build a business case
  9. 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. 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. 11. Capturing……… …Consumer …Imagination of ….Real buying Imagination other stakeholders behavior to build a business case
  12. 12. INNOCOS:Capturing…. Your Imagination!

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