opening at the InnoCos Europe conference, May 30-31st in Geneva

1. expect great answers
Capturing….
SKIM | International Market Research
Karin Lieshout – Managing Director SKIM

2. Capturing………
…Consumer …Imagination of ….Real buying
Imagination other stakeholders behavior to build a
business case

3. Capturing………
…Consumer Imagination

4. Capturing consumer imagination
1. Address
unmet need
2. Meaningful
6. Pricing
product
strategy
uniqueness
Capturing
consumer
imagination
5. Creating 3. Segmentation
product desire and targeting
4. Positioning
4

5. Capturing consumer imagination
1. Address
unmet need
2. Meaningful karin
6. Pricing
product
strategy very cold
uniqueness
morning, almost got hit
by a tram :( but thank
Capturing
consumer God for snickers!! #
imagination yum #love
25 minutes ago
Getting ready for
#SKIM @ Innocos
5. Creating 3. Segmentation 1 hour ago
product desire and targeting
4. Positioning
5

6. Capturing………
…Imagination of
other stakeholders

7. Systematic market fine tuning and combining
of forces is the key to the successful products
Suppliers Cross-functional team The market
R&D
Medical
Market research
Regulatory
Marketing
Innovation partners
7

8. Capturing………
….Real buying
behavior to build a
business case

9. From experiment to business impact
EXPERIMENT SIMULATOR SCENARIOS
100000
80000
TPP A
60000
40000
new
competitors
20000
current
products
0
2008 2009 2010 2011 2012 2013 2014
 Capturing reality in  Simulating business size for different propositions.
simulated shopping trips • Go / no go decision
• Business optimization
• Targeting & Segmentation
9

10. Simulating business impact of new innovations and
different propositions
“What if we
downsize our “You will lose -6.1% -4.4% Share Change
flacon size to share, but
your revenue -0.5% +1.1% Value Change
30 ml?”
will go up” 27.2% 27.7%
35.5% 35.2%
It is more profitable to
downsize to 30ml than to
31.4% 31.2%
break the 10 euros/flacon
5.9% 5.8% price barrier
Price Increase Downsize
Sparkling
“Maybe it’s a more “But what will be the Competitor 1
profitable option to effect if competition Competitor 2
keep our flacon size follow our actions?”
the same, but to
increase our price?”
10

11. Capturing………
…Consumer …Imagination of ….Real buying
Imagination other stakeholders behavior to build a
business case

12. INNOCOS:
Capturing…. Your Imagination!