Δημιουργία Προϊόντων με Πελατοκεντρική Προσέγγιση
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Dr. Dimitrios V. NikolaidisHe a d o f Bus ine s s Adm inis tra tio n &
Ec o no m ic s De p a rtm e ntSe nio r Le c ture r in Ma rke ting
Δημιουργία Προϊόντων με ΠΕΛΑΤΟΚΕΝΤΡΙΚΗ
Προσέγγιση.
• Doctorate degree: Marketing & Management, Temple University, USA 1995
• Master’s degree: Marketing & Management, Temple University, USA 1991
• Publications (30) in national and international journals
• Speaker at seminars in: marketing, management, communication, public relations, services marketing
Teaching: The University of Sheffield (2001 - Present) VUZF University, Bulgaria (2010 - Present)SNSPA University, Romania (2012 - Present)UAT University, Albania (2010 - 2013)Aristotle University, Greece (2004 - 2006)University of Macedonia, Greece (2007 - 2008)New York College, Greece (1999)
Academic Profile
The University of Sheffield International Faculty, CITY College
• The University of Sheffield International Faculty Business Administration & Economics Dept., Head, 2010 - Present Senior Lecturer in Marketing
• Group of Companies of Dimitris Kontominas ALPHA Television: General Manager of N. Greece, 2002-09
ALPHA Digital TV: Marketing Manager of N. Greece, 2002
ARIS FC: Marketing & Administrative Director, 2000-01
• Hellenic American AcademyDirector of an Educational Institution, 1992-99
• Philadelphia Flames Soccer Club General Manager, 1993-1996 Director of Communications, 1992-1993
• Philadelphia Sixers – NBAAssistant to the Director of Information and Statistics, 1991-92
Work Experience
The University of Sheffield International Faculty, CITY College
Crawford, C. and Di Benedetto, A. (2011) New Products Management. 10th International edition, New York, McGraw- Hill.
Textbook
Καινοτομία…
Ανάπτυξη Νέων Προϊόντων…
TABLE OF CONTENTS INTRODUCTION 1. OPPORTUNITY IDENTIFICATION AND SELECTION 1.1 Product Platform Planning............................................................................ 3
1.2 Product Innovation Charter - An Example.................................................... 4 1.3 The Product Innovation Charter - Preparatory Stage................................... 5 1.4 The Product Innovation Charter - Final Stage............................................... 6 1.5 Notes and Comments.................................................................................... 7
2. CONCEPT GENERATION
2.1 Initiating Creativity in your Organization..................................................... 8 2.2 Brainstorming............................................................................................... 9 2.3 Ideation Testing............................................................................................ 10 2.4 Dimensional Analysis.................................................................................... 12 2.5 GAP Analysis................................................................................................. 13 2.6 Writing the Concept Statement.................................................................... 14 2.7 Notes and Comments.................................................................................... 15
3. CONCEPT / PROJECT EVALUATION
3.1 ATAR Application.......................................................................................... 16 3.2 Evaluating the Concept - The ATAR model................................................... 17 3.3 Developing the Concept Test....................................................................... 18 3.4 The Full Screen............................................................................................. 20 3.5 The Product Protocol- An Example.............................................................. 21 3.6 The Product Protocol.................................................................................... 22 3.7 Notes and Comments................................................................................... 24
4. LAUNCHING A NEW PRODUCT
4.1 Defining your Target Market........................................................................ 25 4.2 Product Positioning....................................................................................... 27 4.3 Mental Maps................................................................................................. 29 4.4 The SWOT Analysis ………………………………………………………………………………….. 31 4.5 The Advertising Brief ………………………………………………………………………………. 32 4.6 Launching Strategies and Tactics.................................................................. 34 4.7 Notes and Comments.................................................................................... 36
The Innovation context
P. Ketikidis, 2012
InnovationNew product development
Growth Growth
GrowthGrowth Growth
Growth Growth Growth Growth Growth Growth Growth
Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth
Growth Growth Growth Growth Growth Growth GrowthGrowth Growth Growth Growth Growth Growth
Growth Growth Growth Growth Growth Growth Growth Growth Growth
Growth Growth Growth Growth Growth
Growth Growth Growth Growth Growth
www.pdma.org
CITY College - An International Faculty of the University of Sheffield
• Links σε ακαδημαϊκά περιοδικά– “Journal of Product Innovation Management”– Visions
• Επίκαιρα άρθρα σχετικά με Ανάπτυξη Νέων προϊόντων
• Διαδικασίες και εργαλεία για την ανάπτυξη προϊόντων
Στη σημερινή μας Agenda
• Χωρίς προϊόν, δεν υπάρχει εταιρεία.
• Χωρίς νέα προϊόντα, δεν υπάρχει ανάπτυξη.
• Μηδενική ανάπτυξη, περιορισμένη αξία.
Ορίζοντας το Προϊόν
The University of Sheffield International Faculty – CITY College
ΠΡΟΪΟΝ=: κάθε εταιρείας
Augmented Product
ActualProduct
Core Product
Core Product: satisfies the basic need (i.e. Recreation)
Actual (Tangible) Product : (π.χ. Facilities, logotype, furniture, uniforms, colors)
Augmented Product: enhances the experience (i.e. cafe, free papers, free juices) It can make a difference in services
The University of Sheffield International Faculty – CITY College
Ορίζοντας το Προϊόν
Wrong or Bad Product?
What Can I Do?
Is This Enough?
And…
Wrong or Bad
Product?
What Can I Do?
Is this Enough?
And…
…για ένα πετυχημένο προϊόν?
• Διαφοροποιημένο προϊόν• Νέο προϊόν / Νέα υπηρεσία • Ανώτερα χαρακτηριστικά• Πετυχημένο Μάρκετινγκ• Εξυπηρέτηση πελατών / after sales service• Επαρκής τεχνική υποστήριξη• Ποιότητα στο προϊόν ή στις υπηρεσίες
Τι απαιτείται...
The University of Sheffield International Faculty – CITY College
17
Strategic Matrix
Base: Category Aware (n=800)
Relative Performance
Weak Average Strong
High
Medium
Low
Importance
Concentrated
Cuts grease
Lasts
Rinses off easi ly
Rich suds that last long
Cleans better
Removes odors
Hygiene
Pleasant odor
Variants perfume/colors
I would recommend Understands my needs
Gentle on the hands
Brand I trust
Less scrubbing
Innovative/modernAttractive packaging
Best for me/ family
Yields more than it costs
Best
Not expensive
USP: LastsGood At: Cuts grease, Brand I trust, cleans better, less
scrubbing, rich suds last longer, gives more than it costs, Innovative/modern
Διαρκεί έως και 12 εβδομάδες
19
High
Medium
Low
Importance
Relative Performance
Weak Average Strong
Gentle on the handsRinses off easily
Variants perfume/colorsConcentrated
Pleasant odor
Hygiene
Cuts grease
Removes odors
Rich suds that last long
Not expensive
Cleans better
Attractive packaging
I w ould recommend
Brand I trust
Understands my needs
Lasts
Less scrubbing
Best for me/ family
Best
Innovative/modern
Yields more than it costs
Strategic Matrix
Base: Category Aware (n=800)
USP: Gentle on handsGood At: Variant perfumes and colours
CITY College – Διεθνές Τμήμα του Πανεπιστημίου Sheffield
Great Product: Is it enough?
Stradivarius3.1 million
Makes 1000 per Minute
Josh Bell
http://www.youtube.com/watch?v=B1QMwqDlDLA
http://www.youtube.com/watch?v=myq8upzJDJc
Great Product:
HOW MANY WILL STOP
A. 50%B. 25%C. 10%
PORTRAY YOUR EVENTS AS
AVERAGE,AND THIS IS ALL IT
WILL EVER BE.
Ο στόχος σας….
Δημιουργήστε προϊόντα με Αξία
Επικοινωνήστε την αξία αυτή
Διασφαλίστε την διαθεσιμότητα
The University of Sheffield International Faculty – CITY College
ΝΕΟ Προϊόν: • Να απαντήσουμε στο ερώτημα: ΓΙΑΤΙ?
The University of Sheffield International Faculty – CITY College
WHY products fail?
Γνωρίζετε την….
Μια πολύ δυνατή μάρκα… ένα πολύ δυνατό προϊόν!
Στις αρχές της δεκαετίας του ‘90
Board Killed the Deal (1 Year Later)
Αλλά το 1992…
….και το αποτέλεσμα!!!
Χρεωκόπησε το 1995
Από τις μεγαλύτερες εταιρείες Η/Υ στον κόσμο
Acer ?SmithCorona?
12/11/14 32
What if you had a PRODUCT that:
ΠΡΟΪΟΝ
12/11/14 33
CITY College - An International Faculty of the University of Sheffield
http://www.youtube.com/watch?v=Qinmsb5awm0ΕΨΑ
ΑΓΟΡΑ ΑΝΑΨΥΚΤΙΚΩΝ 2012• Overall market: -9%
• ΕΨΑ: + 30%
ΔΙΑΦΟΡΟΠΟΙΗΘΕΙΤΕ!
12/11/14 34
CITY College - An International Faculty of the University of Sheffield
Νέο Προϊόν: Light Drops
• 4 σταγόνες = 1 κουτάλι με ζάχαρη
• 30ml of Light Drops = 750 gr. ζάχαρης
ΔΙΑΦΟΡΟΠΟΙΗΘΕΙΤΕ!
12/11/14 35
CITY College - An International Faculty of the University of Sheffield
New Products
12/11/14 36
Τεχνολογία Γνωστή, διαφορετική χρήση
Smart shoes Help the Blind Navigate City Streets
• The world's first-ever smart shoe is called Le Chal, ("let's go" in Hindi).
• Designed by A. Sharma (MIT Media Lab), & K. Lawrence,
• They work as a navigation devices that connect to a smartphone.
The University of Sheffield International Faculty – CITY College
12/11/14 37
•Once you're on your way, the shoes vibrate when it's time to turn—on the left side for a left turn and on the right for a right turn.
•The vibrations become more intense as you get closer to your destination.
• Basic idea: You tell your phone where to go using the app's voice recognition software, and the app uses GPS to plot the course from your current location.
http://www.ka-business.gr/pages/Texnologia/5959/video-papoytsia-poy-kathodhgoyn-osoys-exoyn-problhmata
The University of Sheffield International Faculty – CITY College
Τεχνολογία Γνωστή, διαφορετική χρήση
Αντικρουόμενες έννοιες στην Ανάπτυξη Νέων Προϊόντων
Three inputs to new products process: • Η σωστή ποιότητα, • Στο σωστό χρόνο, και• Στο σωστό κόστος.
Issues of concern: • How to optimize these relationships in
a new product situation?
Ποιότητα
Χρόνος Κόστος
Αξία
The University of Sheffield International Faculty – CITY College
Ανάπτυξη Νέων Προϊόντων: ΔΙΑΔΙΚΑΣΙΑ
12/11/14
Ideation Testing
IMPORTANT!!!
The primary benefit for which a
customer buys a product.
The University of Sheffield International Faculty – CITY College
ΚΑΤΑΛΗΚΤΙΚΑ
ΚΑΤΑΛΗΚΤΙΚΑ
Σας ευχαριστώ για την προσοχή σας!
Dr. Dimitrios V. NIKOLAIDISHead of Business Administration & Economics Department
Senior Lecturer___________________________________________
CITY College,International Faculty of the University of SheffieldTel.: (+30) 2310 536 544 & 528 450 (ext. 103)
Skype: dimitri.nikolaidiswebsite: www.city.academic.gr
12/11/14 46
If you would like to have this presentation send a message at:
http://www.facebook.com/www.citybaed.gr
Dr. Dimitrios V. Nikolaidis, Head of Business Administration & Economics
Dept.
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