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Marketing de l'innovation

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Introduction au marketing de l'innovation. Comment préparer une business innovant ? Quels sont les grands principes pour construire une offre différente, qui n'existe pas encore sur le marché ?

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Marketing de l'innovation

  1. 1. Le Marketing de l’innovation www.abisko.fr Business développement pour dirigeants et entrepreneurs
  2. 2. 1. VOUS AVEZ DIT INNOVATION ? 2
  3. 3. L’innovation Rend l’existant désuet, obsolète Modifie l’existant et crée de nouvelles opportunité 3
  4. 4. Un monde rapide, de grands effets En 2011 pas de tablette 4 En 2007 pas de smartphone
  5. 5. Une accélération réelle 5Source : Ecole Nationale Supérieure des Mines Temps pour atteindre 50M d’utilisateurs
  6. 6. Quel est l’avenir ? 6
  7. 7. Qu’y aura-t-il dans 2 ou 5 ans ? ©David McCandless 7
  8. 8. Pas toujours facile 8 “There is no reason for any individual to have a computer in his home." - Ken Olsen , PDG Digital Equipement, 1977
  9. 9. Penser différemment 9
  10. 10. Penser différemment « Si je n'avais écouté que mes clients, j'aurais inventé un cheval plus rapide » Henry Ford 10
  11. 11. Le marketing ? L’art de concevoir une offre qui va être achetée 11 Ventes
  12. 12. Le prix n’est pas le seul levier 12 Prix abordable Forte personnalisation
  13. 13. La technique n’est pas le seul levier 13 Complexe et technique Simple d’utilisation
  14. 14. Avantages concurrentiels 14  Performances techniques  Simplicité d’utilisation  Prix  Services  Design / Esthétique  Histoire  Image sociale  …
  15. 15. Trois formes « d’innovation » Domination par les coûts Innovation « Produit » ou image Création & Différenciation Productivité Produit/Process Avantage attribué à des bénéfices Avantage attribué au prix Rupture Révolution usage ou produit Remise en question totale du marché 15
  16. 16. 16 La valeur perçue
  17. 17. Exemple de valeur perçue 17 Haute qualité Leader textile technique Performances Image sociale Contre « la peur d’avoir froid »
  18. 18. Exemple de valeur perçue 18 Haute qualité sonore Enregistreur Compact « ne saute pas » Pricing Changement total de système Disponibilité albums
  19. 19. 2. ATTRAPE MOI SI TU PEUX ! 19
  20. 20. L’innovation, une idée risquée 20
  21. 21. Un business du risque ©Merkapt http://www.merkapt.com/ 21
  22. 22. Un business du risque ©Merkapt http://www.merkapt.com/ 22
  23. 23. Acceptation de l’innovation 23
  24. 24. Le bon timing ©Leonard De Vinci 1480 24
  25. 25. Un démarrage pourtant raté ! 2005 Motorolla / Apple Itunes phone 25
  26. 26. 3.1 STRUCTURER SON APPROCHE DU MARCHÉ : LES CLIENTS 26
  27. 27. La client n’achète pas ce qu’on lui vend 27©Blue Biz united, Emmanuel Gonon
  28. 28. A quoi sert votre produit ? 28©Blue Biz united, Emmanuel Gonon
  29. 29. La pyramide de Maslow 29
  30. 30. Deux approches de l’offre La réponse à un besoin ou une « souffrance » La création d’un nouveau besoin ou usage 30
  31. 31. La segmentation client 31Photographie © Ari Versluis
  32. 32. La conversion client Clients Potentiels Clients réels 32
  33. 33. 3.2 STRUCTURER SON APPROCHE DU MARCHÉ : LE MARCHÉ 33
  34. 34. Qu’est-ce qu’un marché ? 34www.e-marketing.fr
  35. 35. Deux approches externes du marché Approche quantitative : évaluation marché, nombre d’acteurs, potentiel, PDM potentielles, seuil de rentabilité, … CONNAISSANCE DU MARCHE Approche qualitative : existant, besoins, contraintes, pratiques, habitudes, qui sont les clients ? Les utilisateurs ? Les concurrents ? COMPREHENSION DU MARCHE 35
  36. 36. La concurrence 36 Quels sont les principaux concurrents de Nikon sur ce produit ?
  37. 37. Les concurrences 37
  38. 38. De nouveaux usages 38 16 milliards de photos 250 milliards de photos 6 milliards de photos bénéfice net - 72% bénéfice net - 33% Source : Le Nouvel Observateur 10/2013
  39. 39. Deux types de concurrence Concurrence directe  Concurrence indirecte ou de substitution 39
  40. 40. Considérer les influences externes Considérer les influences de l’environnement externe STEEP Socio-culturel et démographique Technologique Economique et Financier Environnemental – écologique Politico-légal – réglementaire 40
  41. 41. Exemple : l’économie collaborative 41 Quels éléments de l’environnement externe STEEP ont influencé ces innovations ?
  42. 42. Une approche orientée client 42Source : elolozone
  43. 43. 3.3 STRUCTURER SON APPROCHE DU MARCHÉ : LE BUSINESS MODEL 43
  44. 44. Business Model 44
  45. 45. Canevas de Business Model, créatif A. Osterwalder et Y. Prigneur www.businessmodelgeneration.com 45
  46. 46. Canevas de Business Model, stratégie Boston Consulting Group 46
  47. 47. Etape par etape 47
  48. 48. Cycle de vie produit 48
  49. 49. Une innovation = un business rentable ? Coût acquisition client + Coût de développement « Life Time Value » Du produit 49
  50. 50. En résumé Répondre à un problème client Problème formulé ou non Se focaliser sur la valeur perçue Adopter une approche itérative – Se confronter au marché réel – Savoir pivoter Développer un business pas une idée 50
  51. 51. Sébastien Chaillot Entrepreneur, business booster chaillot@abisko.fr +33 6 07 82 62 73 www.abisko.fr twitter.com/Abisko_tweet www.abisko.fr Business développement pour dirigeants et entrepreneurs Abisko Est une agence de business développement et d’accompagnement pour dirigeants. Nous accompagnons les entreprises dans leurs développement, leur structuration, leurs innovations et les aidons à faire la différence.

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