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Henkel Innovation Challenge 2008

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We had to imagine a new product for the 2050's market...this was our idea...
we arrived in the best 10 italian ideas...but we didn't win...next time we'll do better!

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Henkel Innovation Challenge 2008

  1. 1. Antonio Marella, Henry Sichel, Simone Prada
  2. 2. 2050… Antonio Marella, Henry Sichel, Simone Prada
  3. 3. Antonio Marella, Henry Sichel, Simone Prada … is this the future? NO!
  4. 4. <ul><li>Low environmental impact </li></ul><ul><li>Low water consumption </li></ul><ul><li>Use of alternative energies </li></ul><ul><li>Strong incentives to the search </li></ul>Probable directions: Antonio Marella, Henry Sichel, Simone Prada
  5. 5. THIS is the future!
  6. 6. What will life be like in 2050? Antonio Marella, Henry Sichel, Simone Prada
  7. 7. Life will be more and more stressful Free-time will represent a primary need Antonio Marella, Henry Sichel, Simone Prada Need to reduce time devoted to doing housework
  8. 8. Antonio Marella, Henry Sichel, Simone Prada
  9. 9. MISSION: To satisfy the needs of those doing the housework Antonio Marella, Henry Sichel, Simone Prada
  10. 10. There won’t be new needs… Antonio Marella, Henry Sichel, Simone Prada
  11. 11. … simply, will change how to satisfy them Antonio Marella, Henry Sichel, Simone Prada 1950 2000 2050
  12. 12. Antonio Marella, Henry Sichel, Simone Prada
  13. 13. Houses will be probably managed by software devised to help consumers carry out their daily routine. Antonio Marella, Henry Sichel, Simone Prada
  14. 14. “ Think about the tip of a needle. It’s a minute area. Entering the nanotechnologies world, we will understand there is enough space to write there all twenty-four British Enciclopedia.” Richard Feynman Nobel Prize in Physics 1965 Antonio Marella, Henry Sichel, Simone Prada
  15. 15. The World is walking in one direction only… USA: 2.7 bll€ Nanotechnologies R&D investments UE: 1.5 bll€ China: 1.1 bll€ Japan: 0.8 bll€ Antonio Marella, Henry Sichel, Simone Prada
  16. 16. THE IDEA Antonio Marella, Henry Sichel, Simone Prada
  17. 17. We believe nanites represent the best carrier to allow a direct application of chemical reagents on interested molecules, in order to erase impurities from any kind of surfaces, clothes or materials. Nanites will be driven by domestic software and activated through a consumer simple motion. Antonio Marella, Henry Sichel, Simone Prada
  18. 18. Antonio Marella, Henry Sichel, Simone Prada
  19. 19. PRATICAL APPLICATIONS Floors sterilization can be activated in any moment with a click; Consumer can get an automated cleaning putting to place flat and then pushing a button; Consumer can activate furnaces and ledges cleaning process by a simple motion. User can initialize the clothes cleaning directly inside closets and drawers; Antonio Marella, Henry Sichel, Simone Prada
  20. 20. Antonio Marella, Henry Sichel, Simone Prada 1950 2000 2050
  21. 21. <ul><li>Know-how; </li></ul><ul><li>Proper mentality for this challenge. </li></ul>Antonio Marella, Henry Sichel, Simone Prada Why should Henkel develop nanotechnologies ?
  22. 22. Strengths Weaknesses Opportunities Threats ● No water consumption ● Low energy consumption ● No residue ● Full-automatized process ● High initial production costs ● Long R&D program ● Utilization of public finding ● Positive technological consequences ● Sector leadership ● Risk of becoming just a follower of market leaders
  23. 23. <ul><li>By immediately starting a nanotechnological research program which will gradually be absorbed into Henkel organization (“Henkel-Tech” project); </li></ul><ul><li>Joining relevant economies of scale. </li></ul>How can Henkel convert its weaknesses in strengths? Antonio Marella, Henry Sichel, Simone Prada
  24. 24. Strengths Weaknesses Opportunities Threats ● No water consumption ● Low energy consumption ● No residue ● Full-automatized process ● High initial production costs ● Long R&D program ● Utilization of public finding ● Positive technological consequences ● Sector leadership ● Risk of becoming just a follower of market leaders
  25. 25. Product Antonio Marella, Henry Sichel, Simone Prada
  26. 26. Antonio Marella, Henry Sichel, Simone Prada Product Henkel-Tech Project Reagents Product Output 2050
  27. 27. Product Antonio Marella, Henry Sichel, Simone Prada Product “ Beehive” Software “ Bee-driver” Nanites “ Bees” Henkel-Tech technology that allows interaction between reagents and interested molecules It “teaches” domestic software how to use Bees and contains Henkel know-how to permit better applications
  28. 28. Product Antonio Marella, Henry Sichel, Simone Prada Reagents Differentiation Honey Ambrosia Nectar Wax Kitchen Bathroom Clothes Floors
  29. 29. Product Antonio Marella, Henry Sichel, Simone Prada Installation kit and and Bees recharge system (like USB) Packaging Beehive (Bees + Bee-driver)
  30. 30. Product Antonio Marella, Henry Sichel, Simone Prada Disposable vials in biodegradable materials Packaging Reagents
  31. 31. Antonio Marella, Henry Sichel, Simone Prada Price
  32. 32. Price Antonio Marella, Henry Sichel, Simone Prada Beehive Pricing Step 1 : skimming strategy, according to high production costs; Economies of scale Step 2 : expansion strategy, capillary distribution, price reduction. price comparable to current top class appliances one OBJECTIVE:
  33. 33. Price Antonio Marella, Henry Sichel, Simone Prada Pricing Reagents Low unitary price comparable to current detergents one Differentiation strategy: Segmentation variables: kind of surfaces and materials, reagents cleaning capacity, versatility;
  34. 34. Advertising Antonio Marella, Henry Sichel, Simone Prada
  35. 35. Promotion Antonio Marella, Henry Sichel, Simone Prada Advertising Step 0 : viral marketing based strategy, vaporware and rumors ; Beehive Step 1 : Placement: to control the market top segment, heavy advertising campaign (most wanted Christmas present 2050); Media: traditional and innovative channels, as virtual realities, dedicated to upper-classes; OBJECTIVE: The product must become a status symbol
  36. 36. Promotion Antonio Marella, Henry Sichel, Simone Prada Step 2 : Placement: heavy spreading of the product on the market, exploiting lower classes imitation effect and economies of scale consequences; Media: mass traditional and innovative channels, massive presence on entertainment media.
  37. 37. Promozione Antonio Marella, Henry Sichel, Simone Prada Reagents Initial drawing from Beehive advertising; strong fidelization campain during the second step to defeat followers imitation strategies.
  38. 38. Distribution Antonio Marella, Henry Sichel, Simone Prada
  39. 39. Distribution Antonio Marella, Henry Sichel, Simone Prada Step 1 : pull strategy, according to interest generated by viral marketing, especially by e-commerce and virtual channels; Step 2 : exclusive distribution by specialized owned or franchising shops (like Apple Stores); Step 3 : push distribution, spreading through organized distribution (white-appliances distribution model). Distribution Strategy Beehive
  40. 40. Distribution Antonio Marella, Henry Sichel, Simone Prada Step 1 : high unitary-value client, sales based on the same starting channels of the Beehive (e-commerce, virtual channels); Step 2 : initial distribution (P.O.P., Alixir-Barilla model) through organized distribution, paying attention to the possibility of developing a vast market based on online-sales; Step 3 : mass diffusion using organized distribution and web focalizing on fidelity strategies to opposite competitors. Reagents Distribution Strategy
  41. 41. Antonio Marella, Henry Sichel, Simone Prada Let us talk about Henkel’s profits… <ul><li>Beehive: high unitary price,low turnover; </li></ul><ul><li>Reagents: low unitary price,high turnover (regular cash flow); </li></ul><ul><li>Software: periodical fee updates; </li></ul><ul><li>Brevets: use licences could be sold to interested subjects. </li></ul>

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