idw benefits to dynamic product life cycle; dirk heartman, epicor
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FULL STEAM AHEAD: MOVING FORWARD TOGETHER © Copyright 2014. All Rights Reserved.
IDW Benefits to Dynamic Product Life Cycle
Dirk Heartman Tom Brown
FULL STEAM AHEAD: MOVING FORWARD TOGETHER © Copyright 2014. All Rights Reserved.
Product Life Cycle (PLC) Overview 1. What? PLC Stages 2. Why? Sales & profit impact 3. Trends & Examples 4. How? IDW
• Instant updates • Accelerate introducOons • Extend peaks • Pull products via eStores • IDW fields: Status code, etc. • How and why?
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• Concepts apply to electrical industry • Examples used from familiar non-‐electrical products • Reason 1—Protect sensiOve informaOon • Reason 2– Everyone can understand it
Disclaimer
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PLC Stages
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PLC: Why? Sales and profits impact
• CompeOtors • Taller, faster peaks • Shorter unprofitable declines • Replacement products • Right product at right Ome
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Extending Peak
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• More PLC opOons • From mass producOon to flexible mfr. • Growing eStore sales & a[ributes • eCommerce product updates criOcal!
Trends
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Apple PLC-‐Taller Peak & Faster Sony Walkman
• 10 year to peak • Never reached 30M units/year
Apple Products • iPod—5 years to 30M units/year • iPhone-‐4 years to 30M units/year • iPad—2 years to 30M units/year
Palm—Smart Phone launched too late
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Apple PLC-‐Closer Look PLC Strategy • New release every year • Price strategy—older is less $ • Main channel—iPhone 4 to 6 • Secondary markets (eBay)-‐ all iPhones • Internet can extend PLCs 1: June 29, 2007, 3G: July 11, 2008 3GS: June 19, 2009 4: June 24, 2010 4S: October 14, 2011 5: September 21, 2012 5C,5S: September 20, 2013 6 Plus: September 19, 2014
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eStore Trends
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Product Life Cycle (PLC) & IDW 1. What? PLC Stages 2. Why? Sales & profit impact 3. Trends & Examples 4. How? IDW
• Instant updates • Accelerate introducOons • Extend peaks • Pull products via eStores • IDW fields: Status code, etc. • How and why?
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• Main product vs part • Stock vs non-‐stock • Pricing strategy • Part a[ribute
PLC &IDW ConsideraOons
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IDW Status Codes & Usages A AcOve Item C Change of UPC or EAN D Delete J Repair/Replacement Part K Non-‐price Maintained Item O Obsolete Item P Planned Obsolescence R Replacement Item for changed UPC or EAN T Item Unavailable U Unlisted W Withdrawn from IDW
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IDW Status Codes & Main Products Status Codes on main products
A AcOve Item P Planned Obsolescence O Obsolete Item D Delete
Example: main products vs repair products • Ford Probe-‐disconOnued 1997 (D) • PLM on every screw, sparkplug, etc.? • PLC on main products (Car, engine, etc.)
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IDW Status Codes & Repair Parts Status Codes (non-‐main products)
J Repair/Replacement Part K Non-‐price Maintained Item T Item Unavailable
Example • Old sparkplug xxx & new sparkplug yyy
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Stock Indicator • N Non-‐stock • Q Quick Ship • S Shelf Stock
Stock vs Non-‐Stock
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• Increase price on old item (shorten decline stage)
• Decrease price on old item (Extend PLC)
• Price Group Codes
PLC &Pricing
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Product Life Cycle (PLC) Summary 1. What? PLC Stages 2. Why? Sales & profit impact 3. Trends & Examples 4. How? IDW
• Instant updates • Accelerate introducOons • Extend peaks • Pull products via eStores • IDW fields: Status code, etc. • How and why?
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