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Leadership & Management |
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Timing, a crucial success factor
Eat .... or be eaten - the Cannibalised Version of -
@ReggyMortier @Barco - Mobile: 0478 25 25 16@Vlerick @MarionDebruyne: Product ManagementDecember 11th, 2014
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Timing of New Product Introductions
“Fixed” timing
“High” success rate
“longest” record
2
All other average a
!!!! 4% !!!!
success rate only
Determine: to fix or find out precisely, calculate
“Product” Life Cycle Management
Timing success factor 1
5
Determine the right timing by calculating the Profit contribution
6
??? RED ???Engineering?!
Product Management?!
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
thinLITE family
What ?&
Lesson learned - “Communication” to the rescue
And that’s not just the price
Low End Market Segment- Losing to disruptive, “good enough” competition -
“COST DOWN”
Main Market Segment- Need for cost optimisation & portfolio extension -
“COST DOWN” & “COST DOWN“PROFIT UP” “PROFIT UP”
Emerging Market Segment- opportunity for segment leadership -
“PROFIT UP”
Why ?Product Profit Life Cycle Analysis
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Control: be in command of, manage, restrain
Portfolio (Product Line) Management
Crucial success factor 2
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Control by strategically using ....
Cannibalisation
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Lost Profit by Bad Cannibalisation
Cannibalisation risk not so much unlike in the movies ...
at least for the product manager’s career ...which will be short-lived
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BIO-MIMICRY story
Eliminate Competition
- Procreation -
Secure Food For Offspring
- Procreation -
Cannibalise for maximum RETURN only
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Cannibalise for maximum PROFIT only
Chapter 11
Cannibalisation as competitive strategy
PS get the XLS via Jolien ;-)
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0
3000
6000
9000
12000
2005 2006 2007 2008 2009 2010
30
00
60
00
Cannibalised Profit
Profit 2 CompetitionRegained Profit
12
00
0Profit contribution with each sold unit
90
00III
III
60
00
Secure
Secure: make certain or safe, succeed in getting
Customer Engagement & Phased Introduction
Crucial success factor 3
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Not only to avoid the “Voice of the Customer” TRAP !
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by sharing & hence mitigating the risk of NPI
Low End Market Segment
Main Market Segment
Emerging Market Segment
Phased intro (time/segment) to maximise total profit !& to strategically control cannibalisation
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