poka-yoke in marketing

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  • 8/3/2019 POKA-YOKE in Marketing

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    Business901 Product Marketing

    Lean Marketing

    Poka YokeMistake Proof your Marketing

    ByBusiness901

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing

    Lean Marketing

    MARKETING IS A BIG MISTAKE

    If you are a successful company, why would you need marketing? What makes you acomplete success in your customers eyes? If you did all this, would you needmarketing? Some examples:

    1.Sales Price = Always sell at a price customers are willing to pay.2.Diversity = Make only what customers need.3.Quality = Make products that will satisfy your customers, always!4.Delivery = Deliver products at the exact time a customer needs them.5.Cost = Produce at the lowest possible cost and less than item 1.

    If you are doing this, your marketing budget may be able to be virtually eliminated.Your marketing, if needed would be customer-centric in a fact finding mode thatwould give you constant feedback. This would enable you to keep improving ordeveloping new products in your pipeline. Of course, in a mistake free organizationyour improved/new products would be ready the day the customer needed them.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.business901.com/blog1/marketing-is-a-big-mistake/http://www.business901.com/blog1/marketing-is-a-big-mistake/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing

    Lean Marketing

    Henry Ford said: If you would have asked the customer, he would have justwanted a faster horse! As a company we cannot totally rely on our customerfeedback. Many times, they will not have the capacity to know the latesttechnology and trends effecting the products or services that they use. What theydo know is their business needs and requirements. So concentrating on where hisbusiness is going is an important function of marketing.

    But can we have mistake-free marketing? I thinkthere is 2-ways to discuss mistake-free marketing: The strategic side and the

    tactical side. The strategic side would be yourmarketing messages and the tactical side,producing these messages. I will spend time onthe strategic side deciding; how to facilitate thatinteraction with the customer and also discuss thetactical side; how to implement a mistake-freemarketing system.

    The tool I will use to achieve this is defined by the Lean term,Poka-Yoke. Poka-Yoke emphasizes the detection and correction ofmistakes. It puts special attention on the one constant threat toany process: human error. Careful attention is also placed onevery activity in your process and instantaneous feedback toolsare utilized as the key to successful implementation.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing

    Lean Marketing

    ARE YOU A CUSTOMER-DRIVEN MARKETING COMPANY?

    Are you creating inbound marketing materials and strategies that are customercentric? Or, are you a company that creates outbound material that are forced oncustomers and as a result driven from the inside out. The new wave of marketing isbecoming not only more inbound, but the stakes are getting raised higher andhigher to gain a response.

    In a competitive market, we cant wait on a customer to find us though can we? Areyou getting the business with your present marketing tactics? I encourage you

    to initiate customer driven marketing, NOW! That is the essence of the diagram thatI have used to show you the different stages. The technology is here and affordable.A good example is Amazon. Every time you click, you create your own content. Youreinforce it and tweak on every visit. They are also creating an environment with theKindle that may determine how we use the Internet in the not too distant future.They could even possibly win the search engine battle over Google or Microsoft inproviding online content. A complete wireless Internet supports that theory and theyare ahead of the competition. It may very well be the Internet of the future.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.business901.com/blog1/are-you-a-customer-driven-marketing-company/http://www.business901.com/blog1/are-these-your-marketing-tactics-this-year/http://www.business901.com/blog1/are-these-your-marketing-tactics-this-year/http://www.business901.com/blog1/are-you-a-customer-driven-marketing-company/http://www.business901.com/blog1/are-you-a-customer-driven-marketing-company/http://www.business901.com/blog1/are-you-a-customer-driven-marketing-company/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing

    Lean Marketing

    I approach this subject because as we install a component of Lean,Poka-Yoke into your company, we are raising the stakes and notaccepting general improvement. We are looking initially forbreakthrough strategies and after that continuous improvement. Soask yourself, and from the strategic side, are you customer driven?

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing

    Lean Marketing

    START FIXING MARKETING MISTAKES WITH A PROCESS

    On the previous blog post, I discussed the Strategic side of the Lean Principle,Poka-Yoke. In the tactical side, we get away from the big picture side of theequation and start looking at some of the actual tools we will use to createPoka-Yoke process. I created a flow chart to guide us through the process butthe chart was not meant to have a direct correlation flowing horizontally. Wemay find all the common errors in just one of the Process areas discussed. Inlater blog posts, I hope to take the Lead Generation tactics of advertising,public relations and referrals through a Poka-Yoke process. However, we need

    to acquire some general knowledge of the subject.

    First, we must identify our processes that we use in developing for example anAdvertising campaign, Trade Show or any type or of Event Launch. Each wouldrequire a different process flow diagram. In Six Sigma, this is the Define stageof the project. We would develop a team charter, process flow diagram and afew more items but our goal will be going after low hanging fruit. The goal is to

    simplify and mistake proof the process, keeping it simple is the key!

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.business901.com/blog1/start-fixing-marketing-mistakes-with-a-process/http://www.business901.com/blog1/start-fixing-marketing-mistakes-with-a-process/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
  • 8/3/2019 POKA-YOKE in Marketing

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    Business901 Product Marketing Lean Marketing

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing Lean Marketing

    Secondly, we will examine areas that we may find errors in our process that would

    improve items such as delivery, taking on a job we may not qualify for and/or nothave the proper equipment. In our post, we will break down these errors definingthem further to see if we can control them.

    Thirdly, we must get to the root of the problem to ensure that the improvementmethod we choose can be applied as a real solution, and not just a bandage. Wetypically use a fishbone diagram, to help prompt us to ask why at least five times.This will enable us to discover the root of the problem. Only then ask, how do wefix it and put the solution into practice Only at the time, do we determine how tocreate the basic improvements for our desired outcomes and create a roadmap tostart and more importantly maintain the value stream created.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing Lean Marketing

    CAN YOUR MARKETING MISTAKES BE ELIMINATED?

    These are two basic paths that we could assume in our path to perfection. You

    can look at the fact that people will always make mistakes and therefore we mustaccept defects. We set up final inspection or checklist or just wait and see if thecustomer notices it. Or we can take the attitude that all mistakes can beeliminated by proper training and prevention. I prefer the latter.

    Mistakes happen for many reasons, but almost all can be prevented if we takethe time to identify when and why they happen. Lets take the time to define

    some terms before we start. A mini-project charter per say. Mistakes(errors) areany non-conformity(deviation) passed to the next stage or worse yet, does notmeet the customers expectation. A defect is the result of these mistakes.

    Many companies will wait for the final product to sample formistakes and a certain percentage of rejects is acceptable. Otherwill do 100% inspection. But from a marketing standpoint, usedirect mail as an example, how do you do that? The production of

    the direct mail piece itself may be measurable but the can youPoka-yoke the response? What response rate is acceptable or whatyou would call defective or broken? We will tackle this conversationin future posts but for now, lets find out some suggestions on howto error proof a process.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.business901.com/blog1/can-your-marketing-mistakes-be-eliminated/http://www.business901.com/blog1/can-your-marketing-mistakes-be-eliminated/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
  • 8/3/2019 POKA-YOKE in Marketing

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    Business901 Product Marketing Lean Marketing

    The basic functions of Poka-yokecontrol are stop doing it(shutdown),control(make adjustments) and

    warning(red flags occurring). Maybe,more important, is the two terms,prediction and Detection. Predictionstates that something is about tooccur and Detection is something hasoccurred. The closer the source to themistake that it is discovered the less

    costly is the problem. The whole pointof Poka-yoke is to instill the processdetection, this will drive betterfeedback which generates the properactions. This is a continuous processthat once installed continues on andon.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing Lean Marketing

    1. Frequent changes to a job2. Complex processes3. Lack of Standards4. Lack of measurement systems

    5. Lack of training

    6. Long cycle times7. Infrequent jobs8. High output9. Environmental conditions

    10. Attitude ( Motivation)

    Common Red Flag Conditions: These are quick places to look to assist you infinding the reason for the defect. You could maybe determine these to be your

    first WHY in your search for the root cause. The only thing I would warn you isnot to jump to a conclusion. Insert a few these into your fishbone and gothrough the steps. Use at a brainstorming session to get those ideas flowing.

    Handling Mistakes: Use this diagram as a reminder on what not to do with amistake.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing Lean Marketing

    Easy to doHigh Payoff

    Hard to doHigh Payoff

    Easy to doLow Payoff

    Hard to doLow Payoff

    Grab theLow

    HangingFruit

    The Fishbone Diagram is a graphicalcompilation used to identify and explore thepossible causes which lead to a given

    mistake. The ultimate aim is to work downthrough the causes to identify basic rootcauses of a problem. Related Blog Post.

    Organize your mistakes(errors) andgroup them according to the matrix.This will simplify the selection processon what mistake to tackle first.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.business901.com/blog1/aalyzing-a-complex-problem-make-it-simple-by-using/http://www.business901.com/blog1/aalyzing-a-complex-problem-make-it-simple-by-using/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing Lean Marketing

    Finishing the Poka-Yoke Job

    We have found the root cause but how do wecorrect it? The correction may seem easy at thispoint but how do we know it is just not a band-aid. My preference is to go back to the Fishbonediagram and use the same method we use indiscovering the root cause to discover the bestsolution. I also use the matrix to visualize andconfirm the final choice. One of the important

    things you now must do is to consider thecontrol device you will use to monitor theprogress. In manufacturing we consider limitswitches, stop/no go gauges. However, inservice industries it can be much more difficult.In event planning though it could be somethinglike an ineffective advertisement. You couldbuild into it milestones that if it not achievedthat certain positive or negative consequencesoccur.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.business901.com/blog1/finishing-the-poka-yoke-job/http://www.business901.com/blog1/finishing-the-poka-yoke-job/http://www.business901.com/blog1/finishing-the-poka-yoke-job/http://www.business901.com/blog1/finishing-the-poka-yoke-job/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing Lean Marketing

    Another example may be in developing advertisement copy; you may have

    certain acceptance criteria that are built into the process. It could be timesensitive, for example. You must remember even what seems like the bestsolution, if is uncontrollable will not lead to good results. You may want toconsider another alternative and a result is that the perceived best actionmay change or become clearer as you improve.

    The method

    1. Start with the Root Cause of the mistake. Brainstorm ways to eliminate themistake(Fishbone).

    2. Note on each idea how you will handle the mistake: Dont Accept, DontMake, Dont Pass On.

    3. Consider the cost and time of solving the problem4. Place in matrix on Easy/Hard to do, Big/Low Payoff.5. Review the controls to use.

    6. Make your choice.7. Proceed and monitor.

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/http://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/
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    Business901 Product Marketing Lean Marketing

    Joseph T. Dager

    Ph: 260-438-0411

    Fax: 260-818-2022

    Email:[email protected]

    Web/Blog: http://www.business901.com

    Twitter: @business901

    http://www.business901.com/http://www.productmarketingprocess.com/http://www.marketingwithlean.com/mailto:[email protected]://www.business901.com/http://www.business901.com/mailto:[email protected]://www.marketingwithlean.com/http://www.productmarketingprocess.com/http://www.business901.com/