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Cati2004 Pirotte Robinšak Win The Market

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

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Cati2004 Pirotte Robinšak Win The Market

  • 1. Win the market through a successful product entry Christophe Pirotte, FMCG specialist Matjaž Robinšak, Project manager 2 6 .5.2004
  • 2.
  • 3. Situation – new entry is MUST Value-based incentives in discussion
  • 4. Situation – new entry is MUST Value-based incentives in discussion
  • 5. Situation – new entry is MUST Value-based incentives in discussion
  • 6. Situation – new entry is MUST Value-based incentives in discussion
  • 7. Situation – new entry is MUST Value-based incentives in discussion
  • 8. Situation – new entry is MUST Value-based incentives in discussion
  • 9. 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?
  • 10. Situation – new entries Available space
  • 11.
  • 12.
  • 13. Solution – Phases in product entry Category understand-ing Category SWOT Concept & product development Entry preparation Evaluation / Reformulation ENTRY
  • 14.
  • 15. Solution – Category definition / SWOT Available space
  • 16. Solution – Concept & product development Concept Product R&D Brand manager Marketing Brand manager Ad agency
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Tržaška 2 SI-1000 Ljubljana Slovenija +386-1-241-00-66 [email_address] www.cati.si Gazela 2003 SPSS partnerji člani združenja ESOMAR