global diy & sme's fediyma congres 2009

How Small, Smart, Special Companies can succeed in the Global DIY Market ?

4 Fediyma Forum BarcelonaPiet De Coninck, CEO Polet Quality Tools

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4 realities of the DIY industry

Escaping the red ocean

The philosophy

The 7 habits for effective leadership

Conclusion

5 Steps to the Blue Ocean

Piet De Coninck, CEO Polet Quality Tools

4 Fediyma Forum Barcelonath

Glocalisation

Re-engineering of the DIY consumer

The new business logic

The impact of internet

The 4 irreversible realities of the DIY Industry ?



The reengineering of the DIY consumer: The new needs

Massclusivity

The rise of the creative class

The cultural acknowledgement

The 4 irreversible realities of the DIY Industry (2)



The New Business Logic


FORDS model T 21 Century CONSUMPTION Many people had little Seek for inspiration and desired much and create own identity

TECHNOLOGIES Mass production for Digitalisation helps to Mass -consumption Create and distribute

ENTERPRISE LOGIC Value creation in company space In individual space CAPITALISM Managerial capitalism Distributed

*zuboff and maxmin - 2002



FORDS model T 21 Century CONSUMPTION Many people had little Seek for inspiration and desired much and create own identity

TECHNOLOGIES Mass production for Digitalisation helps to Mass -consumption Create and distribute

ENTERPRISE LOGIC Value creation in company space In individual space CAPITALISM Managerial capitalism Distributed

*zuboff and maxmin - 2002

The impact of the Internet

The booster to consumer change

The lever for the enterprise logic

The fundamental business reversal

The new laws for internet retailing


Piet De ConinckCEO Polet Quality Tools


4 Irreversible realities present 4 Huge challenges

Redefine & adapt the customer value

The centric moves

From production to market inspiration

Generate only good profits

Escaping the red ocean ?



The Philosophy: Responding the 3 Requirements

Changing markets

Changing consumers

Changing retail requirements

How to escape from the Red Ocean ?



Begin with the end in mind

Be proactive

Put first things first

Think win/win

Seek first to understand, then be understood

Synergy

Sharpen the saw

The 3S Philosophy vs. the 7 Habits of Effective Leadership

Change – Improvement - Differentiation - Concepting - Segmentation - Dynamism



Strategy & VisionLean & Mean Open world mind ness

3S - Habit One : Begin with the end in mind

Operational KSF = Key Account KSFContinuous improvementStrategic integration of ICTManufacture market driven logisticsLean manufacturing



Responsibility vs. reproach4 steps for a renewed dynamism

Differentiated fair visits

Trend watching & Trend following

Dialogue with colleagues

Professional literature

Use all human senses

3S: Habit Two – Be Proactive

Street-o-Logy >> Competitive advantage for SME’s



Built a strong key account management team

Integrate key account mindset in Field Sales Team

Upscale organisation to a 3 D Culture Dimension Innovation-Creativity-Imagineering

3S: Habit Three – First things first



Differentiation & segmentation

Concepting

Communication

Field people

3S: Habit Four – Think Win-Win (1)

Bringing Buyer Value - Fulfilling Consumer Needs



Good - Better – Best

Cross Merchandising


Help Retailer and consumers

In making their choice



Concepting :


“ Ready to Market ” Product Range



Concepting : The ingredients for a good concept

Display the product itself

Guide the consumer in his choice

KISS

Maximalise the USP’s

Easy, enjoyable & sexy

Cover the consumers’ needs

Help the selling-out in POS

100 % Brand building


Piet De Coninck,

CEO Polet Quality Tools4 Fediyma Forum Barcelona

th

Communication

POS

Media Support

Press Coverage

E-Communication




People :

Merchandising Service

Masterminding the Sales-Service support

Check implementation agreements




Ask your customers about their strategy

Analyse the nowadays situation >> Task Force – External Consultancy

Learning Process of your customers >> Adapt your approach

Find people with the requested knowledge

3S: Habit Five – Seek first to understand, then be understood

Convert Information into Knowledge:final touch & cherry on the cake



Logistics & supply chain

Product

Marketing

3S: Habit Six – Search for Synergy (1)

=

=



Logistics & Supply Chain




Cross docking

Mutual platform

Feeder

Product

Cat man studies

Cross merchandising

Cross selling promotional actions

Value packs




+

Marketing

Co-Advertising




Co-exhibition during trade fairs

3S: Habit Seven – Sharpen the saw



DIY – Deming Wheel

Seeking for the fourth dimension

Sharing knowledge and experiences for sustainable growth

Piet Deconinck, CEO Polet Quality Tools


3S: The fourth dimension

Satisfaction

3S The 4 dimensionTh



This presentation is downloadable at

www.polet.be

Where there is also a reading list feel free to share knowledge and e-mail me with any [email protected]

Thank You for Your attention, wishing You a safe safe trip on the blue ocean ….



http://www.polet.be/

global diy & sme's fediyma congres 2009

Business

fediyma forum barcelonapiet

diy industry

global diy market

mass consumption

company space

segmentation dynamism

century consumption

new needsmassclusivitythe