![Situation – current business environment Serious threat to business strategies Shorter PLC’s Increased competition ,[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-2-2048.jpg?cb=1670783002)
![Complication – driving forces Retailer Distributor Competition Substitutes New product Consumer ,[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-11-2048.jpg?cb=1670783002)
![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](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-12-2048.jpg?cb=1670783002)
![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](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-14-2048.jpg?cb=1670783002)
![Solution – Entry preparation Product ENTRY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-17-2048.jpg?cb=1670783002)
![Solution – Evaluation / Reformulation Evaluation / Reformulation ENTRY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-18-2048.jpg?cb=1670783002)
![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]](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-19-2048.jpg?cb=1670783002)
![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]](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-20-2048.jpg?cb=1670783002)
![Tržaška 2 SI-1000 Ljubljana Slovenija +386-1-241-00-66 [email_address] www.cati.si Gazela 2003 SPSS partnerji člani združenja ESOMAR](https://image.slidesharecdn.com/cati2004-pirotte-robinak-win-the-market2746/75/cati2004-pirotte-robinak-win-the-market-21-2048.jpg?cb=1670783002)
Cati2004 Pirotte Robinšak Win The Market
•1 recomendación•584 vistas
Denunciar
Compartir
Más contenido relacionado
La actualidad más candente
La actualidad más candente(20)
Destacado
Destacado(7)
Similar a Cati2004 Pirotte Robinšak Win The Market
Similar a Cati2004 Pirotte Robinšak Win The Market(20)
Más de valicon
Más de valicon(20)
Último
Último(20)
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
- 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
- 13. Solution – Phases in product entry Category understand-ing Category SWOT Concept & product development Entry preparation Evaluation / Reformulation ENTRY
- 15. Solution – Category definition / SWOT Available space
- 16. Solution – Concept & product development Concept Product R&D Brand manager Marketing Brand manager Ad agency
- 21. Tržaška 2 SI-1000 Ljubljana Slovenija +386-1-241-00-66 [email_address] www.cati.si Gazela 2003 SPSS partnerji člani združenja ESOMAR