Case Technological Marketing Final

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Templates for Technological Marketing

2 | 05.01.2009 Name / Event Partner LogoTemplates for Technological Marketing02-2010

Case : Templates for Technological Marketing

Based in Grenoble, France, the “Bureau d’études marketing” (BEM) provides support in marketing and business

development to the labs of Commissariat à l’énergie atomique (CEA) involved in energy, health technologies, ICT

and defense. One of its missions is the realisation of strategic marketing studies. Two templates are provided here:

Specifications for marketing studies, to be defined by the BEM and the laboratory concerned

Template for ’48 hour flash’ partner analysis

Generic case : the templates can be adapted by other technology transfer offices.

3 stakeholders : laboratory commissioning the study, marketing engineers of the BEM performing the study

and third parties to be interviewed (researchers, experts, industrials).

This case is related to the process “Marketing”. The templates are used by the 15 marketing engineers of the

BEM. Innovative technologies coming from the labs are upstream customers’ expectations. Technological

marketing can be defined as “marketing for markets that do not exist yet”. Studies analyse the functions of a

technology, identify the applications and potential markets, as well as parts of the market to be explored. A

partner analysis gathers data on a company, supporting the lab strategy on partnerships for instance. Both

studies are a key element of CEA’s methodology, delivering a combination a business needs ‘pull’ and

technology ‘push’.


Process of technological marketing studies at CEA

3

Specifications

Agreement• Definition of the issue, scope of the study • Objectives, expected results, timing, cost

Preliminary analysis • Value chain, segmentation, legislation• Way to find information• Interview guide, doc of presentation,,….

Phase 1 :Data collection

Interviews• Face to face, phone, focus group

Phase 2 :interviews

Synthesis and data analysis • Minutes of the interviews• Market segmentation• Demand and offer analysis • Recommendations

Phase 3 : Synthesis

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Pre

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After the study • Satisfaction questionnaire directly after the presentation of the study and also 4 months later• Letters to the interviewed TTO thanks them• Follow up of the contacts and of the action plan decided

Follow up and satisfaction

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Template for specifications


Template for marketing study specifications (1)

Marketing study « XXX »

Date:

Objet: Marketing Study

From: Marketing manager

To: Laboratory commissioning the study

1. CONTEXT OF THE STUDY

1) The market of …

2) Stakes for the research organisation …

3) Project team

Pilot laboratory and associate labs, names of the persons involved

2. OBJECTIVE OF THE STUDY

Objective: detailed analysis of a technology to identify

applications/potential markets and foster the transfer.

31 studies performed by CEA BEM in 2008


3. METHODOLOGY AND DELIVERABLES

1) Phase 1 : analysis Launch: Duration: Realisation: Supervision: This phase of the study will target/help to…. Deliverables:

- List of stakeholders to contact during phase 2- Interview guide- Presentation for the stakeholders interviewed in phase 2- X

2) Phase 2 : field work Duration: Realisation: Supervision: Deliverables:- Regularly communicate the information gathered from industrials- Minutes of the interviews- Meeting when 2/3 of the interviews is completed- X

2) Phase 3 : synthesis Duration: Realisation: Supervision: This final phase of the study will target/help to…. Deliverables:- Final presentation of the results and conclusions of the study- Final report (PowerPoint format)



4. MEANS AND TIMING

1) Planning Duration: Realisation: Supervision: Launch date: End date:

2) Costs



Template for partner analysis (1)

Partner information [Insert name of the company]

Date:

Person/ Unit ordering the analysis:

Realisation:

Diffusion:

SIREN number (French registration code for companies)

Address

Phone number

Fax

Stock exchange quotation/ cotation en bourse

Legal status/ forme juridique

Capital stock/ capital social

Board chairman/ président du CA

2009 workforce/ effectif

2009 turnover/ chiffre d’affaires

Objective: data collection on a company to support the

commercial actions of the labs

59 partner analysis performed by CEA BEM in 2008


Website of the company:

1. CONTEXT

The company X is interacting with the [own research organisation] within the framework of… in order to….

2. COMPANY HISTORY

Source:

3. FINANCIAL ORGANISATION

1) Leaders

Source:

Name Title



2) Shareholding

Source:

3) Subsidiaries

Source:

Source:

Name %

Name Country



4) ORGANISATION AND ACTIVITIES

1) Organisation (division, business unit etc.)Schema: Source:

2) Presentation of the activity/ productsProducts:Services:The turnover is distributed among the business units for year X, as follows: Source:

5. POSITIONING ON THE MARKET

1) ClientsSource:

2) PartnershipsIndustrial partners:R&D partners:Source:Competition/ market shares:

Global positioning

Source:

Positioning of the main products

Source:



3) Geographical repartition of main indicators

Geographical repartition of turnover

Source

Geographical repartition of workforce

Source

Geographical repartition of the production zones

Source

4) R&D investments

R&D investments

Source

Geographical repartition of R&D

Source

5) Strategy

5) Memorable facts

6) CONCLUSION



Links to code book

Technological marketing

Innovation marketing

Strategic marketing

Marketing study

Technology positioning

Company profile/ analysis

Template

Methodology

Link to related websites

http://www.cea.fr/english_portal

Suggested Readings

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Case Technological Marketing Final

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