skim karin lindschoten
DESCRIPTION
opening at the InnoCos Europe conference, May 30-31st in GenevaTRANSCRIPT
expect great answers
Capturing….
Karin Lieshout – Managing Director SKIMSKIM | International Market Research
Capturing………
…Consumer Imagination
…Imagination of other stakeholders
….Real buying behavior to build a
business case
Capturing………
…Consumer Imagination
4
Capturing consumer imagination
Capturing consumer
imagination
1. Address unmet need
2. Meaningful product
uniqueness
3. Segmentation and targeting
4. Positioning
5. Creating product desire
6. Pricing strategy
5
Capturing consumer imagination
Capturing consumer
imagination
1. Address unmet need
2. Meaningful product
uniqueness
3. Segmentation and targeting
4. Positioning
5. Creating product desire
6. Pricing strategy
karin
very cold morning, almost got hit by a tram :( but thank God for snickers!! # yum #love25 minutes ago
Getting ready for #SKIM @ Innocos1 hour ago
Capturing………
…Imagination of other stakeholders
7
Systematic market fine tuning and combining of forces is the key to the successful products
R&DMedical
RegulatoryMarketing
Market research
Cross-functional team The marketSuppliers
Innovation partners
Capturing………
….Real buying behavior to build a
business case
9
From experiment to business impact
SIMULATOR SCENARIOS
0
20000
40000
60000
80000
100000
2008 2009 2010 2011 2012 2013 2014
TPP A
newcompetitors
currentproducts
Capturing reality in simulated shopping trips
Simulating business size for different propositions.• Go / no go decision• Business optimization• Targeting & Segmentation
EXPERIMENT
10
5.9% 5.8%
31.4% 31.2%
35.5% 35.2%
27.2% 27.7%
Price Increase Downsize
SparklingCompetitor 1Competitor 2
Simulating business impact of new innovations and different propositions
Share Change
Value Change
-6.1%
-0.5%
-4.4%
+1.1%
“What if we downsize our flacon size to
30 ml?”
“You will lose share, but
your revenue will go up”
“Maybe it’s a more profitable option to
keep our flacon size the same, but to
increase our price?”
“But what will be the effect if competition follow our actions?”
It is more profitable to downsize to 30ml than to break the 10 euros/flacon
price barrier
Capturing………
…Consumer Imagination
…Imagination of other stakeholders
….Real buying behavior to build a
business case
INNOCOS:
Capturing…. Your Imagination!