This document discusses marketing technology to industry. It covers topics like product innovation, technology acquisition, demand-pull vs technology-push, and learnings. The document contains several sections on concepts like red oceans, blue oceans, and being a "purple cow" product to gain attention in saturated markets. It also discusses using technology to solve customer needs while meeting business interests.

1. Marketing technology to industry
What industry wants
14/09/10
Joaquim Llorente

2. Contents
Product innovation
Technology acquisition
Demand-pull
Technology-push
Learnings
Conclusion
Bibliography
2 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

3. Product Innovation Technology acquisition Learnings Conclusions
Red oceans
They are all the industries in
existence today: the known
market space.
In the red oceans, industry
boundaries are defined and
accepted, and the competitive
rules of the game are known.
Here companies try to
outperform their rivals to grab a
greater share of product or
service demand. As the market
space gets crowded, prospects
for profits and growth are
reduced. Products become
commodities or niche, and
cutthroat competition turns the
ocean bloody.
3 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

4. Product Innovation Technology acquisition Learnings Conclusions
Blue oceans
They denote all the industries not
in existence today: the unknown
market space, untainted by
competition.
In blue oceans, demand is
created rather than fought over.
There is ample opportunity for
growth that is both profitable
and rapid. In blue oceans,
competition is irrelevant
because the rules of the game
are waiting to be set. Blue
ocean is an analogy to describe
the wider, deeper potential of
market space that is not yet
explored.
4 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

5. Product Innovation Technology acquisition Learnings Conclusions
Purple cow
Today, the one sure way to fail is
to be boring. Your one chance
for success is to be remarkable.
We have now moved into an
era where markets are largely
satisfied, and that to be noticed
a product and its marketing
need to be remarkable to be
seen at all, let alone to sell.
The only way now to gain
attention in a market is to not
only market a product in a
remarkable manner, but also to
have a remarkable product to
market.
5 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

6. Product Innovation Technology acquisition Learnings Conclusions
Survival of the sexiest
From a fitness perspective, this
“psychodelic feather duster”
actually provides a competitive
disadvantage. He can’t run. He
can’t fly.
In order to understand his
appearance, we must consider
the female because, in nature
as in life and in business, it is
always the “customer” who
takes the ultimate decision (go –
no go).
With the tail, the peacock is
actually telling the female that
he is so incredibly fit, he can
afford to carry around this
awkward adornment and still be
alive and have a good life.
6 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

7. Product Innovation Technology acquisition Learnings Conclusions
Innovation approach
7 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

8. Product Innovation Technology acquisition Learnings Conclusions
Team dynamics – How technology is integrated in the process?
Solar energy and air-freshener category
(USER NEED) (BUSINESS INTEREST) (technology PERSPECTIVE)
there is a trend called “GREEN COOL”: INDEED, WE could actually These are all THE solar panels
PeopLE want to show they are using increase the price as a available in the market, Each ONE
“green” Products. “premium” object! PERFORMING DIFFERENTLY.
What IF we use THE solar panels NOT ONLY AND sO, WE CAN ASSUME tHE We can also consider last MIT
as aN ENERGY SOURCE, BUT ALSO AS A EXTRA COST versus A developmenTS with textiles and
DECORATion theme? battery OPERATED PRODUCT! paintS.
8 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

9. Product Innovation Technology acquisition Learnings Conclusions
Team dynamics – How technology is integrated in the process?
Solar energy and air-freshener category
(USER NEED) (BUSINESS INTEREST) (technology PERSPECTIVE)
We should EXPLORE in which contexts WE That Is excellent! WE CAN I’m working IN THE “toilet care”
CAN TAKE ADVANTAGE FROM direct sun USE THE SUN to increase non- project with microencapsulation
effect… powered air- freshener solutions.
performance!
WHAT IF WE STICK A DEVIce ON THE CAR This technology can contain
WINDOW? we MUST CHECK if that makeS IF SO, WE CAN CREATE A NEW fragrance as an active principle to be
sense from a user perspective! CATEGORY IN THE MARKET! broken by water or also by UV action…
9 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

10. Product Innovation Technology acquisition Learnings Conclusions
Innovation funnel
10 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

11. Product Innovation Technology acquisition Learnings Conclusions
11 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

12. Product Innovation Technology acquisition Learnings Conclusions
Our process
GATE 1 GATE 2 GATE 3
NON DISCLOSURE AGREEMENT Evaluation agreement
SELECTION OF PROVIDERS
OF INTEREST LETTER OF intent Technical evaluation reports
Technology scouting report Commercial contracts
IP search report
Stage 1 Stage 2
Technical OPPORTUNITY
assessment ASSESSMENT
plan and execute technology protection
feasibility testing
market assessment
develop action plan
FOR STAGE 2 manufacturing assessment
deliverables
12 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

13. Product Innovation Technology acquisition Learnings Conclusions
Zobele Group
Headquarters
7 manufacturing plants
3 Design & Development facilities
Trento/Verona
1 Innovation Center
Striama
Barcelona
Hermosillo
Shenzhen
Guwahati
Porto Alegre
13 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

14. Product Innovation Technology acquisition Learnings Conclusions
What we do
14 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

15. PRODUCT
INNOVATION
+ PRODUCT
DEVELOPMENT
+ MANUFACTURING
SUPPLY
= ONE STOP
SHOP
15 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

16. Product Innovation Technology acquisition Learnings Conclusions
Demand Pull
Liquid Fogo
New under the Fogo brand is a
liquid electric repellent mosquito
refill, claimed to last for up to 45
nights. It is claimed to be
efficient even with the windows
open and the light on.
The operating indicator is based
on a termochromic material that
changes color when the device
is diffusing the incecticide.
By means of this indicator, it is
possible to know whether an
active substance diffuser device
by release of heat, is or is not in
operation without requiring any
electric component.
16 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

17. Product Innovation Technology acquisition Learnings Conclusions
Demand Pull
• Mood Technology maturity
Degree of development
and unit cost
•Biometrics
•Dust • Pollen Relevance for home
environments
Variables that are
•Color relevant at home.
•Odor •CO2
•Fragrance • Smoke • Magnetic
•Light • Movement • Solar
•IR
•Humidity radiation
• Temperature • Weight • Barometer
17 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

18. Product Innovation Technology acquisition Learnings Conclusions
Technology Push
Air Wick Nite Light
This air freshener is a scented
oil warmer. The discreet
frosted glass look blends in
with any decor and it is
adjustable to control the
fragrance intensity. The
product provides a soft glow
to the home plus long-lasting
fragrance.
It turns on automatically
when the room gets dark
and it turns off when the
room gets lighter. The pack
contains one warmer unit.
The fragrance is sold
separately.
18 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

19. Product Innovation Technology acquisition Learnings Conclusions
Technology Push
19 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

20. Product Innovation Technology acquisition Learnings Conclusions
Technology Push
20 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

21. Product Innovation Technology acquisition Learnings Conclusions
Only technologies
matching the
market needs will
succeed
• Discover the
business drivers:
general needs or
problems of the
industry
• Other than selling,
provide solutions:
identify the client
“pain” and fix it!
21 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

22. Product Innovation Technology acquisition Learnings Conclusions
Leave the
laboratory!
• Identify firms who
value your
offering
• Do not wait for
them
• Go out, and
show them your
value proposition
22 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

23. Product Innovation Technology acquisition Learnings Conclusions
Technology
acquisition is a
syndicated decision
• Identify the right
“angel” inside the
company
• Clearly
communicate your
proposal
• Support your
“angel” with self-
explanatory
materials
23 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

24. Product Innovation Technology acquisition Learnings Conclusions
Be specific!
Companies need
quantifiable data
• Cost
• Specifications
• Timing
24 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

25. Product Innovation Technology acquisition Learnings Conclusions
Moving from 2D
to 3D changes
everything
• Prototype it
• Bring the proof of
concept
• Make your invention
alive… Don’t say it,
show it to me!
25 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

26. Product Innovation Technology acquisition Learnings Conclusions
Unique Value Proposition
is the key message
A short statement of the
uniqueness of a product (or IP)
that sets it apart from all
others.
It consists of a good title and
the invention’s benefits.
• Specific to customer needs
• Contains value for the firm
• Provide a reason to buy
• Uses also common language
My technology is [a good title]
and it [describe the unique
feature], so that [describe the
benefit provided].
26 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

27. Product Innovation Technology acquisition Learnings Conclusions
Ideas for your elevator pitch
The hook
Start with a good appetizer
The need
Describe the target and their:
· problems, fears, drawbacks
· wishes, dreams, expectations
The approach
Describe how you solve the
statement above.
The benefits
Describe all the advantages of
your solution, including the UVP.
The competition
Compare it with the benchmark
and stress the difference.
27 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

28. Bibliography
• Blue ocean strategy (W. Chan Kim,
R.Mauborgne)
• The purple cow (S.Godin)
• Karaoke capitalism (K. Nordström, J.
Ridderstrale)
• Change by design (T.Brown)
• Open innovation: The new imperative for
creating and profiting from
technology (Henry Chesbrough)
Webography
The NABC Methodology
Innovation through design thinking
Examples from Open Innovators
Procter & Gamble (Connect+Develop)
Reckitt Benckiser (Idea Link)
28 Marketing technology to industry· What industry wants· Joaquim Llorente · 14/09/10

29. Thank you for your attention.
joaquim.llorente@zobele.com