Cati2004 Pirotte Robinšak Win The Market

Win the market through a successful product entry Christophe Pirotte, FMCG specialist Matjaž Robinšak, Project manager 2 6 .5.2004

Situation – current business environment Serious threat to business strategies Shorter PLC’s Increased competition ,[object Object],[object Object],[object Object]

Situation – new entry is MUST Value-based incentives in discussion

Situation – new entry is MUST R&D / product manager develop a product Marketing has to find a market for it Sales has to sell it A product in portfolio gets to declining phase Prepare sales channels Value-based incentives in discussion ENTRY New brand in portfolio ??? Customer need? Which market / category?

Situation – new entries Available space

Complication – driving forces Retailer Distributor Competition Substitutes New product Consumer ,[object Object],[object Object],[object Object],[object Object]

Complication: role of marketing ,[object Object],[object Object],[object Object],[object Object],Board R&D Sales Market research Strategic Marketing Organization B Board R&D Sales Marketing Organization A Market research

Solution – Phases in product entry Category understand-ing Category SWOT Concept & product development Entry preparation Evaluation / Reformulation ENTRY

Solution – Category definition / SWOT GAP analysis Product Sorting 360° ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Company Retailer Distributor

Solution – Category definition / SWOT Available space

Solution – Concept & product development Concept Product R&D Brand manager Marketing Brand manager Ad agency

Solution – Entry preparation Product ENTRY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Solution – Evaluation / Reformulation Evaluation / Reformulation ENTRY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Closing thought – company Serious help to business strategies Common goal for company departments Increased involvement retailers, ... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Closing thought – research Serious help to business strategies Researcher knows methods All is about categorisation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tržaška 2 SI-1000 Ljubljana Slovenija +386-1-241-00-66 [email_address] www.cati.si Gazela 2003 SPSS partnerji člani združenja ESOMAR

Cati2004 Pirotte Robinšak Win The Market

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (19)

En vedette

En vedette (7)

Similaire à Cati2004 Pirotte Robinšak Win The Market

Similaire à Cati2004 Pirotte Robinšak Win The Market (20)

Plus de valicon

Plus de valicon (20)

Dernier

Dernier (20)

Cati2004 Pirotte Robinšak Win The Market