Consumer-Oriented Cluster Initiatives: A Cross-Sectorial Approach Marc Papell
New Cluster Approaches
12 November 2014
MARC PAPELL
CONSUMER-ORIENTED CLUSTER INITIATIVES
A CROSS SECTORIAL APPROACH
LEV
EL O
F TR
AN
SVER
SALI
TY
RETAIL & FASHION
GOURMETMOBILITY…
BIOTECHICTPHOTONICS
KID’S CLUSTERSPORTS CLUSTER SENIORS
ROW MATERIALS INDUSTRIAL PROCESES
TECNOLOGY DRIVEN STRATEGIES TO THE MARKETPRODUCT DRIVEN
WINE, OLIVE OIL, CHEESE, …AUTOMOTIVE FURNITURE
PLASTICSMETALMECANICS…. CHEMICAL
TRENDS IN CLUSTER INITIATIVES
MARKET ORIENTATION
LEV
EL O
F TR
AN
SVER
SALI
TY
RETAIL & FASHION
GOURMETMOBILITY…
BIOTECHICTPHOTONICS
KID’S CLUSTERSPORTS CLUSTER SENIORS
ROW MATERIALS INDUSTRIAL PROCESES
TECNOLOGY DRIVEN STRATEGIES TO THE MARKETPRODUCT DRIVEN
WINE, OLIVE OIL, CHEESE, …AUTOMOTIVE FURNITURE
PLASTICSMETALMECANICS…. CHEMICAL
TRENDS IN CLUSTER INITIATIVES: CONSUMER-ORIENTED CLUSTER INITIATIVES
MARKET ORIENTATION
Based on consumer trends
New strategic & innovative spaces to renew
the collaboration between companies and
the public-private partnerships
“CONSUMER-ORIENTED” CLUSTER INITIATIVES
Cross-sectorial cluster initiatives that CONCENTRATE ALL THE COMPANIES
THAT SHARE THE SAME TARGET FINAL CONSUMER independently of the
traditional sector they belong
Source: Cluster Development, www.kids-cluster.com; www.indescat.org
Members
Events
Facilities(design, construction,
equipment, facility services)
ConsumerGoods
(nutrition, textiles, health, ..)
Technological centers /
universities
Indescat action plan
R+D AND MARKET
KNOWLEDGE
1TRAINING AND
EDUCATION2
INTERNATIONAL AND MARKET
ACTIONS
3MARKET
PROMOTION, BEST PRACTICES, VISIBILITY
4 Netw.5
1. Market study on current situation and future trends
2. Public and Private R+D Capabilities
Mapping
3. Specific R+D projects
4. Homologations/ Certificates
5. Engineering and sports design
6. Sports Markeringand Retail
7. Training for Facility Managers
8. Training for Facility Employees
9. Cooperate to new markets / international
projects
10. Manufacturer –Retailer
Collaborative Actions
11. Fira de Barcelona
12. Best Practices on sport practice
and specific equipment
13. Best Practices on Facility Design and Management
14. Actions with prescribers and key
opinion leaders
15. Cluster branding / website
16
. Ne
two
rking A
ction
s (SOC
IAL C
AP
ITAL)
The model to define projects
WORKGROUPENERGY EFFICENCY
IN SPORTS BUILDINGS(EFISPORT)
WORKGROUPSPORTS
NUTRITION
PERMANENT WORKGROUPSSTRATEGIC THEMES
WORKGROUPACCESS TO NEW INT’L MARKETS
…
JOIN ENERGY PURCHASING
TRAINING IN ENERGY EFFICIENCY IN SPORTS
BUILDINGS
BEST PRACTICES MANUAL
DEVELOPMENT OF PROJECTS WITH STRATEGIC ALLIANCES BETWEEN GROUPS OF COMPANIES
….
APPLIED ENERGY EFFICIENCY
TECHNOLOGIES TO SPORTS BUILDINGS AND REDUCE THE COST OF ENERGY
OUTPUT
Training to develop capabilities in Energy Efficiency in Sport Buildings
TRAINING
• 30h course for executives• Participants from 15 companies• It is an outcome of the permanent
work group on Energy Efficiency
• All the course is given by experts from the energy efficiency industry
2014
Strategic collaboration to accessinternational markets
INTERNATIONAL
www.bcnglobalsports.com
BGSM is a brand created by 7 companies in order to SELL TURN KEY SPORTS FACILITIES throughout SOUTH AMERICA
FOOD INDUSTRY
TEXTILES, FURNITURE, RETAILERS,
..
TOYS, ENTERTAINMENT
, BOOKS, ...
UNIVERSITIES, TECHNOLOGICAL
CENTERS
Action was prioritized by more than 30 companies of Kid’s Cluster to improve the knowledge of future trends in the market
Objective: Investigating the future children's market in 5-10 years (= marketable products from 0 to 12 years) :
1. Understanding the children's market today, understand the buying process, behaviors ... of influencers, decision makers and users purchase2. Identifying key consumer trends that affect users and buyers3. "Futurizing” motivations and needs in future 5-10 years, based on the identified trends4. Identifying opportunities for innovation for next 5-10 years in products, services and communication
Study on consuming patterns trends of kids productsCollaborative action that impact
individual product development strategies
11/19/2014
Source: Creafutur,. ClusterDevelopment
COST OF THE PROJECT = 90.000 €
35.000 €
20.000 €
35.000 €
Public AdministrationMarket researchcompany (at risk)
29 companies( = 689,65€/company)
• New children backpacks development, certified by Kid’s Health Centre of Reference
New product developmentExamples of collaborative projects between Kid’s Cluster companies
as a result of networking activities
11/19/2014
Source: Kid’s Cluster
• Licensing agreement and new product development thanks to a collaboration between a licensing agent and a toys manufacturer
“CONSUMER-ORIENTED” CLUSTER INITIATIVES – MAIN BENEFITS
NEW STRATEGIC APPROACH AND COMPLEMENTARY TO THE TRADITIONAL BUSINESS
• Allows to identify new challenges, sometimes less developed, but with a higher impact in thebusiness
EASIER MANAGEMENT ON BUSINESS COOPERATION
• Less % of competitors facilitates the definition and start up of new collaborative projects
• Crossed sectorial collaboration in projects such as consumer trends intelligence, collaborativeproduct development or cross-selling to new channels, ...
NEW COLLABORATIVE SPACES TO CAPTURE NEW INTERESTS OF THE FIRMS
• Build new relations with firms of different businesses
• Opportunities to develop transversal actions/projects to benefit all cluster firms
• Avoid the agenda of the traditional associations with new spaces of dialogue
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