Δημιουργία Προϊόντων με Πελατοκεντρική Προσέγγιση

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?

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What if you had a PRODUCT that:

ΠΡΟΪΟΝ

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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!

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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!

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CITY College - An International Faculty of the University of Sheffield

New Products

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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

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•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

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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.