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Product Health Analysis


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Marketing\'s impact on core products

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Product Health Analysis

  1. 1. Product Health Analysis Duane Hampton
  2. 2. Project Objective <ul><li>Determine the criteria that should be analyzed when reviewing product health </li></ul><ul><li>Create a method to select products for review </li></ul><ul><li>Create a process that provides actionable information that will help to drive marketing and operations plans </li></ul><ul><li>Document the process </li></ul>
  3. 3. Process Timeline <ul><li>1 st Product Market Plan Meeting </li></ul><ul><ul><li>Recommend products to analyze </li></ul></ul><ul><ul><li>Every product / market manager presents </li></ul></ul><ul><li>2 nd </li></ul><ul><ul><li>Products Committee makes decisions on products to analyze and commitment of resources </li></ul></ul><ul><li>3 rd Late August </li></ul><ul><ul><li>Begin Product Health Analysis </li></ul></ul><ul><li>4 th January </li></ul><ul><ul><li>Report outcome of Product Health Analysis </li></ul></ul><ul><ul><li>Make recommendations and determine actions </li></ul></ul>
  4. 4. Process Timeline (cont.) <ul><li>January – May </li></ul><ul><ul><li>Implementation of recommendations </li></ul></ul><ul><li>April </li></ul><ul><ul><li>Product selection for upcoming year </li></ul></ul><ul><li>July </li></ul><ul><ul><li>Present results/status of previous activities </li></ul></ul><ul><ul><li>Product selection for upcoming year </li></ul></ul>
  5. 5. Future Process Timeline Implementation of actions based upon recommendations Product Selection Jan Apr May Jul 30 Aug Jan Market Plan – Report results from previous year, recommend products to analyze in coming year Products Committee decisions Begin Product Health Analysis Report outcome of Product Health Analysis with recommendations to Products Committee. Committee to select actions.
  6. 6. Process Map
  7. 7. Product Selection <ul><li>Select which product lines to review </li></ul><ul><ul><li>Benefit to Swagelok </li></ul></ul><ul><ul><li>Strategic importance </li></ul></ul><ul><ul><li>Cursory review of all product lines </li></ul></ul><ul><li>Inputs </li></ul><ul><ul><li>Market Family Responsibilities Matrix </li></ul></ul><ul><ul><li>High-level sales and margin analysis </li></ul></ul><ul><ul><ul><li>vs. other products in the market segment </li></ul></ul></ul><ul><ul><li>Current market conditions </li></ul></ul><ul><ul><li>Market Plans </li></ul></ul><ul><ul><li>Product Roadmaps </li></ul></ul><ul><ul><li>Technology roadmaps </li></ul></ul>
  8. 8. Product Selection (cont.)
  9. 9. Product Selection (cont.)
  10. 10. Product Selection (cont.) <ul><li>Recommendation for product health analysis review included in market plans </li></ul><ul><li>Presented in July/August marketing update </li></ul><ul><li>Products Committee determines which products will undergo complete product health analysis – corporate resources required </li></ul><ul><li>Product roadmaps updated to reflect decisions </li></ul>
  11. 11. Product Performance <ul><li>Product Literature (Marketing) – Review of literature and collateral materials </li></ul><ul><li>Product Test Report (Engineering) – List of test reports </li></ul><ul><li>Product Validation Data (Engineering) – Existing validation data vs. performance claims </li></ul><ul><li>Product Returns Data (Engineering) – List of returns by product line </li></ul><ul><li>Potential Actions items </li></ul><ul><ul><li>Update literature </li></ul></ul><ul><ul><li>Create new PTRs </li></ul></ul><ul><ul><li>Initiate validation testing </li></ul></ul><ul><ul><li>Initiate corrective actions or design changes </li></ul></ul>
  12. 12. Customer Requirements <ul><li>Application Requirements (Marketing) – List of typical application requirements based upon field data </li></ul><ul><li>Customer and Distributor Feedback (Marketing) – Data from Voice of Customer, feedback to customer/tech service </li></ul><ul><li>Potential Action items </li></ul><ul><ul><li>Update literature to reflect key features </li></ul></ul><ul><ul><li>Value engineering </li></ul></ul><ul><ul><li>Product modifications </li></ul></ul><ul><ul><li>New product opportunities </li></ul></ul>
  13. 13. Operations Data <ul><li>Cost and Margin (Operations) – Validate manufacturing costs (fixed & variable) and recalculate margins </li></ul><ul><li>Fulfillment Strategies (Operations) – Identify current strategies for each part (MTS, CTO, MTO) </li></ul><ul><li>Quality Issues (Operations) – List of scrap and rework </li></ul><ul><li>Potential Action Items </li></ul><ul><ul><li>Value engineering </li></ul></ul><ul><ul><li>Update of fulfillment strategies </li></ul></ul>
  14. 14. Intellectual Property <ul><li>Technology Opportunities (Marketing) – List of opportunities identified from various sources </li></ul><ul><li>Licensing Agreement (IP Coordinator) – Status of any active licensing agreements </li></ul><ul><li>Competitor Patent (IP Coordinator) – List of relevant competitor patents </li></ul><ul><li>Cost of Maintaining Intellectual Property (IP Coordinator) – Cost benefit analysis related to protecting IP for product being analyzed </li></ul><ul><li>Current Patent (IP Coordinator) – List of current Swagelok patents with relevant information </li></ul><ul><li>Potential Action Items </li></ul><ul><ul><li>Eliminate/increase protection </li></ul></ul><ul><ul><li>New product development </li></ul></ul>
  15. 15. Competitor Data <ul><li>Competitor Pricing (Marketing) – List of relevant price data </li></ul><ul><li>Competitor Product Offering (Marketing) – Summary of competitive offerings </li></ul><ul><li>Competitor Product Performance and Features (Marketing) – Comparison of competitive products and features with Swagelok </li></ul><ul><li>Competitor Delivery (Marketing) – Summary of competitive service and delivery </li></ul><ul><li>Potential Action Items </li></ul><ul><ul><li>Price change </li></ul></ul><ul><ul><li>New product/service </li></ul></ul>
  16. 16. Product Health Analysis Summary <ul><li>A scorecard based upon Twenty Keys methodology which allows the product line to have a score (complete by August 1). Includes: Product Literature, PTRs, Product Validation, Product Returns, Costs and Margin, Supply Chain, Intellectual Property </li></ul><ul><ul><li>get buy-in regarding ranking of each area </li></ul></ul><ul><li>Single document which includes a summary of all data collected with conclusions </li></ul><ul><ul><li>Review final document with organization </li></ul></ul>