Cannibalisation strategy 2013_slideshare
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Cannibalisation Strategy ... and its relation to product introduction, segmentation & pricing - the Keynote Remake - @ReggyMortier - Mobile: 0478 25 25 16 @ the most “Ghent”-ile of cities 2013 1 Monday 20 May 2013
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Transcript of Cannibalisation strategy 2013_slideshare
Cannibalisation Strategy... and its relation to product introduction, segmentation & pricing
- the Keynote Remake -
@ReggyMortier - Mobile: 0478 25 25 16@ the most “Ghent”-ile of cities2013
1
Monday 20 May 2013
“longest” record
“Secure” timing
“High” success rate
2
All other yield a
!!!! 4% !!!!
success rate only
Monday 20 May 2013
Determine Control Secure
Crucial success factors
3
Monday 20 May 2013
Determine: to fix or find out precisely, calculate
“Product” Life Cycle - Monitoring
Crucial success factor 1
4
Monday 20 May 2013
Determine the right moment by monitoring the Profit contribution
5
??? RED ???Engineering?!
Product Management?!
Monday 20 May 2013
New markets act on different timings
Monday 20 May 2013
New solutions act on different timings
Monday 20 May 2013
Control: be in command of, manage, restrain
Portfolio (Product Line) Management
Crucial success factor 2
8
Monday 20 May 2013
Control by strategically using ....
Cannibalisation
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Monday 20 May 2013
Lost Profit byBad Cannibalisation
Cannibalisation risknot so much unlike in the movies ...
at least for the product manager’s career ...which will be short-lived
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Is it relevant to your business ?
Monday 20 May 2013
Worst case example ...
http://bit.ly/kn4bio
Monday 20 May 2013
Cannibalisation & Competitive Loses
13
Monday 20 May 2013
14
What about the best in class, like ...
What is that ?!?!
Monday 20 May 2013
BIO-MIMICRY story
Eliminate Competition
- Procreation -
Secure Food For Offspring
- Procreation -
Cannibalise for maximum RETURN only
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Cannibalise for maximum PROFIT only
Chapter 11
Cannibalisation as competitive strategy
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Monday 20 May 2013
0
3000
6000
9000
12000
2005 2006 2007 2008 2009 2010
30
00
60
00
Cannibalised Profit
Profit 2 CompetitionRegained Profit
12
00
0Profit contribution with each sold unit
90
00III
III
60
00
Monday 20 May 2013
-10000
-4500
1000
6500
12000
2005
2006
2007
2008
2009
2010
90
00
III
Resulting profit contribution & RoI
Monday 20 May 2013
NPI was 2 years 2 early
Monday 20 May 2013
Secure
Secure: make certain or safe, succeed in getting
Customer Engagement & Phased Introduction
Crucial success factor 3
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Monday 20 May 2013
Not only to avoid the “Voice of the Customer” TRAP !
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by sharing & hence mitigating the risk of NPI
Monday 20 May 2013
But foremost to create customer delight !
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Monday 20 May 2013
Determine the right moment by monitoring profit contribution
Control the right moment bystrategic cannibalisation
Secure the right moment bycustomer engagement & phased introduction
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Monday 20 May 2013
