By Marc Papell, Cluster Development, presented at the 17th TCI Global Conference, Monterrey 2014.

1. Consumer-Oriented Cluster Initiatives:
A Cross-Sectorial Approach
Marc Papell
New Cluster Approaches
12 November 2014

2. CONSUMER-ORIENTED CLUSTER INITIATIVES
A CROSS SECTORIAL APPROACH
MARC PAPELL
mpapell@cluster-development.com

3. TRENDS IN CLUSTER INITIATIVES
LEVEL OF TRANSVERSALITY
RETAIL & FASHION
GOURMET
MOBILITY
…
BIOTECH
ICT
PHOTONICS
KID’S CLUSTER
SPORTS CLUSTER
SENIORS
PLASTICS
METALMEC
ANICS…. CHEMICAL
ROW MATERIALS
INDUSTRIAL PROCESES
WINE, OLIVE OIL,
CHEESE, …
AUTOMOTIVE
FURNITURE
TECNOLOGY DRIVEN PRODUCT DRIVEN STRATEGIES TO THE MARKET
MARKET ORIENTATION

4. TRENDS IN CLUSTER INITIATIVES:
CONSUMER-ORIENTED CLUSTER INITIATIVES
LEVEL OF TRANSVERSALITY
Based on consumer trends
New strategic & innovative spaces to renew
the collaboration between companies and
RETAIL & FASHION
GOURMET
MOBILITY
…
BIOTECH
ICT
PHOTONICS
KID’S CLUSTER
SPORTS CLUSTER
SENIORS
PLASTICS
METALMEC
ANICS…. CHEMICAL
ROW MATERIALS
INDUSTRIAL PROCESES
WINE, OLIVE OIL,
CHEESE, …
AUTOMOTIVE
FURNITURE
the public-private partnerships
TECNOLOGY DRIVEN PRODUCT DRIVEN STRATEGIES TO THE MARKET
MARKET ORIENTATION

5. “CONSUMER-ORIENTED” CLUSTER INITIATIVES
Cross-sectorial cluster initiatives that CONCENTRATE ALL THE COMPANIES
THAT SHARE THE SAME TARGET FINAL CONSUMER independently of the
traditional sector they belong
Source: Cluster Development, www.kids-cluster.com; www.indescat.org

6. Members
Consumer
Goods
(nutrition, textiles, health,
..)
Facilities
(design, construction,
equipment, facility
services)
Events
Technological
centers /
universities

7. Indescat action plan
R+D AND
MARKET
KNOWLEDGE
1
TRAINING AND
EDUCATION 2
INTERNATIONAL
AND MARKET
ACTIONS
3
MARKET
4 5 Netw.
PROMOTION, BEST
PRACTICES, VISIBILITY
1. Market study on
current situation
and future trends
2. Public and
Private R+D
Capabilities
Mapping
3. Specific R+D
projects
4. Homologations/
Certificates
5. Engineering and
sports design
6. Sports Markering
and Retail
7. Training for
Facility Managers
8. Training for
Facility Employees
9. Cooperate to
new markets /
international
projects
10. Manufacturer –
Retailer
Collaborative
Actions
11. Fira de
Barcelona
12. Best Practices
on sport practice
and specific
equipment
13. Best Practices
on Facility Design
and Management
14. Actions with
prescribers and key
opinion leaders
15. Cluster branding
/ website
16. Networking Actions (SOCIAL CAPITAL)

8. The model to define projects
PERMANENT WORKGROUPS
STRATEGIC THEMES
WORKGROUP
ENERGY EFFICENCY
IN SPORTS
BUILDINGS
(EFISPORT)
WORKGROUP
SPORTS
NUTRITION
WORKGROUP
ACCESS TO
NEW INT’L
MARKETS
…
DEVELOPMENT OF PROJECTS WITH STRATEGIC
ALLIANCES BETWEEN GROUPS OF COMPANIES
JOIN ENERGY PURCHASING
TRAINING IN ENERGY
EFFICIENCY IN SPORTS
BUILDINGS
BEST PRACTICES MANUAL
….
OUTPUT
APPLIED ENERGY
EFFICIENCY
TECHNOLOGIES TO
SPORTS BUILDINGS
AND REDUCE THE
COST OF ENERGY

9. Training to develop capabilities in
Energy Efficiency in Sport Buildings
T
R
A
I
N
I
N
G
• 30h course for executives
• Participants from 15 companies
• It is an outcome of the permanent
work group on Energy Efficiency
2014
• All the course is given by
experts from the energy
efficiency industry

10. Strategic collaboration to access
international markets
I
N
T
E
R
N
A
T
I
O
N
A
L
www.bcnglobalsports.com
BGSM is a brand created by 7 companies in order to
SELL TURN KEY SPORTS FACILITIES throughout SOUTH AMERICA

11. FOOD
INDUSTRY
TEXTILES,
FURNITURE,
RETAILERS,
..
TOYS,
ENTERTAINMENT
, BOOKS, ...
UNIVERSITIES,
TECHNOLOGICAL
CENTERS

12. Kid’s Cluster Action Plan
Three strategic action lines
11/19/2014 12

13. Study on consuming patterns trends of kids products
Collaborative action that impact
individual product development strategies
Action was prioritized by more than 30 companies of Kid’s Cluster to improve the
knowledge of future trends in the market
Objective: Investigating the future children's market in 5-10 years (= marketable
products from 0 to 12 years) :
1. Understanding the children's market today, understand the buying process, behaviors ... of influencers,
decision makers and users purchase
2. Identifying key consumer trends that affect users and buyers
3. "Futurizing” motivations and needs in future 5-10 years, based on the identified trends
4. Identifying opportunities for innovation for next 5-10 years in products, services and communication
Source:
Creafutur,.
Cluster
Development
11/19/2014
COST OF THE PROJECT = 90.000 €
35.000 €
35.000 €
20.000 €
Public Administration
Market research
company (at risk)
29 companies
( = 689,65€/company)

14. New product development
Examples of collaborative projects between Kid’s Cluster companies
• New children backpacks development,
certified by Kid’s Health Centre of Reference
as a result of networking activities
Source: Kid’s Cluster
11/19/2014
• Licensing agreement and new product
development thanks to a collaboration
between a licensing agent and a toys
manufacturer

15. “CONSUMER-ORIENTED” CLUSTER INITIATIVES – MAIN BENEFITS
NEW STRATEGIC APPROACH AND COMPLEMENTARY TO THE TRADITIONAL BUSINESS
• Allows to identify new challenges, sometimes less developed, but with a higher impact in the
business
EASIER MANAGEMENT ON BUSINESS COOPERATION
• Less % of competitors facilitates the definition and start up of new collaborative projects
• Crossed sectorial collaboration in projects such as consumer trends intelligence, collaborative
product development or cross-selling to new channels, ...
NEW COLLABORATIVE SPACES TO CAPTURE NEW INTERESTS OF THE FIRMS
• Build new relations with firms of different businesses
• Opportunities to develop transversal actions/projects to benefit all cluster firms
• Avoid the agenda of the traditional associations with new spaces of dialogue
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