Success Factors Of New Product Introductions

2,447 views

Published on

Success and failure of NPI are determined strongly by timing and its relation to segmentation and pricing. This in addition to the strategic use of cannibalisation are the reasons to check out this presentation base on a true life successful product introduction

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,447
On SlideShare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
60
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Success Factors Of New Product Introductions

  1. 1. Success factors of New Product Introductions Timing and its relation to segmentation & pricing - the Keynote Remake - ... and its relation to cannibalisation @ReggyMortier @Barco @Vlerick @MarionDebruyne: Product Management @ the most “Ghent”-ile of cities May 23, 2011 1Monday 30 May 2011
  2. 2. High success rate “Secure” timing Most beautiful All the others only yield a 4% success rate ! 2Monday 30 May 2011
  3. 3. Crucial success factors Determine Control Secure 3Monday 30 May 2011
  4. 4. Case: Three product lines of “extreme” displays 4Monday 30 May 2011
  5. 5. For extreme conditionsMonday 30 May 2011
  6. 6. On extreme platforms 6Monday 30 May 2011
  7. 7. In extreme environments -46°C +71°C 100% humidity, interference, sand and dust 7Monday 30 May 2011
  8. 8. @ extreme prices ? High End Market Segment - YK Euro - Low End Market Segment - XK Euro - 8Monday 30 May 2011
  9. 9. thinLITE family 9Monday 30 May 2011
  10. 10. Crucial success factor 1 Determine: to fix or find out precisely, calculate Product (Profit) Life Cycle - Monitoring 10Monday 30 May 2011
  11. 11. Determine the right moment by monitoring the profit contribution ??? RED ??? Engineering?! Product Management?! 11Monday 30 May 2011
  12. 12. New markets act on different timingsMonday 30 May 2011
  13. 13. Lesson learned - “Marketing” to the rescue And that’s not just the price thinLITE family 2003 2004 2005 2006 2007 2008 2009 2010 2011Monday 30 May 2011
  14. 14. Product / Profit Life Cycle Analysis Emerging Market Segment - opportunity for segment leadership - Main Market Segment - Need for cost optimisation & portfolio extension - Low End Market Segment - Losing to disruptive, “good enough” competition - 14Monday 30 May 2011
  15. 15. Crucial success factor 2 Control: be in command of, manage, restrain Product Line (Portfolio) Management 15Monday 30 May 2011
  16. 16. Control by strategically using .... Cannibalisation 16Monday 30 May 2011
  17. 17. Cannibalisation risk not so much unlike in the movies ... Lost Profit by Bad Cannibalisation at least for the product manager’s career ... which will be short-lived 17Monday 30 May 2011
  18. 18. Hooray Ingrid, Kim and Stijn http://bit.ly/kn4bioMonday 30 May 2011
  19. 19. Hooray Ingrid, Kim and Stijn 19Monday 30 May 2011
  20. 20. What about ...Youri try to get a copy of the Harvard case, really nice case (feel free to ping if you can’t find it)Monday 30 May 2011
  21. 21. What about ...YouriMonday 30 May 2011
  22. 22. What about the best in class, like ... PieterMonday 30 May 2011
  23. 23. What about the best in class, like ... Pieter What is that ?!?! 23Monday 30 May 2011
  24. 24. Cannibalise for maximum RETURN only BIO-MIMICRY story Secure Food For Offspring Eliminate - Procreation - Competition - Procreation - 24Monday 30 May 2011
  25. 25. Cannibalise for maximum PROFIT only Chapter 11 Cannibalisation as competitive strategy 25Monday 30 May 2011
  26. 26. NPI was 2 years 2 earlyMonday 30 May 2011
  27. 27. Crucial success factor 3 Secure Secure: make certain or safe, succeed in getting Customer Engagement & Phased Introduction 27Monday 30 May 2011
  28. 28. Not only to avoid the “Voice of the Customer” TRAP ! by sharing & hence mitigating the risk of NPI 28Monday 30 May 2011
  29. 29. But foremost to create customer delight ! 29Monday 30 May 2011
  30. 30. Delight at lower costMonday 30 May 2011
  31. 31. Phased intro (time/segment) to maximise total profit ! Emerging Market Segment Main Market Segment Low End Market Segment 31Monday 30 May 2011
  32. 32. Determine the right moment by monitoring profit contribution Control the right moment by strategic cannibalisation Secure the right moment by customer engagement & phased introduction 32Monday 30 May 2011

×