Success and failure of NPI are determined strongly by timing and its relation to segmentation and pricing. This in addition to the strategic use of cannibalisation are the reasons to check out this presentation base on a true life successful product introduction

1. Success factors of
New Product Introductions
Timing and its relation to segmentation & pricing
- the Keynote Remake -
... and its relation to cannibalisation
@ReggyMortier @Barco
@Vlerick @MarionDebruyne: Product Management
@ the most “Ghent”-ile of cities
May 23, 2011
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2. High success rate
“Secure” timing
Most beautiful
All the others
only yield a 4%
success rate !
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3. Crucial success factors
Determine Control Secure
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4. Case: Three product lines of “extreme” displays
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5. For extreme conditions
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6. On extreme platforms
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7. In extreme environments
-46°C +71°C
100% humidity, interference, sand and dust
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8. @ extreme prices ?
High End Market Segment
- YK Euro -
Low End Market Segment
- XK Euro -
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9. thinLITE family
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10. Crucial success factor 1
Determine: to fix or find out precisely, calculate
Product (Profit) Life Cycle - Monitoring
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11. Determine the right moment by
monitoring the profit contribution
??? RED ???
Engineering?!
Product Management?!
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12. New markets act on different timings
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13. Lesson learned - “Marketing” to the rescue
And that’s not just the price
thinLITE family
2003 2004 2005 2006 2007 2008 2009 2010 2011
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14. Product / Profit Life Cycle Analysis
Emerging Market Segment
- opportunity for segment leadership -
Main Market Segment
- Need for cost optimisation & portfolio extension -
Low End Market Segment
- Losing to disruptive, “good enough” competition -
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15. Crucial success factor 2
Control: be in command of, manage, restrain
Product Line (Portfolio) Management
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16. Control by strategically using ....
Cannibalisation
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17. Cannibalisation risk
not so much unlike in the movies ...
Lost Profit by
Bad Cannibalisation
at least for the product manager’s career ...
which will be short-lived
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18. Hooray Ingrid, Kim and Stijn
http://bit.ly/kn4bio
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19. Hooray Ingrid, Kim and Stijn
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20. What about ...Youri
try to get a copy of the Harvard case,
really nice case
(feel free to ping if you can’t find it)
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21. What about ...Youri
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22. What about the best in class, like ... Pieter
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23. What about the best in class, like ... Pieter
What is
that ?!?!
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24. Cannibalise for maximum RETURN only
BIO-MIMICRY
story
Secure Food
For Offspring
Eliminate - Procreation -
Competition
- Procreation -
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25. Cannibalise for maximum PROFIT only
Chapter 11
Cannibalisation as
competitive strategy
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26. NPI was 2 years 2 early
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27. Crucial success factor 3
Secure
Secure: make certain or safe, succeed in getting
Customer Engagement & Phased Introduction
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28. Not only to avoid the “Voice of the Customer” TRAP !
by sharing & hence mitigating the risk of NPI
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29. But foremost to create customer delight !
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30. Delight at lower cost
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31. Phased intro (time/segment) to maximise total profit !
Emerging Market Segment
Main Market Segment
Low End Market Segment
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32. Determine the right moment by
monitoring profit contribution
Control the right moment by
strategic cannibalisation
Secure the right moment by
customer engagement & phased introduction
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