skim karin lindschoten

expect great answers

Capturing….

Karin Lieshout – Managing Director SKIMSKIM | International Market Research

Capturing………

…Consumer Imagination

…Imagination of other stakeholders

….Real buying behavior to build a

business case

Capturing………

…Consumer Imagination

4

Capturing consumer imagination

Capturing consumer

imagination

1. Address unmet need

2. Meaningful product

uniqueness

3. Segmentation and targeting

4. Positioning

5. Creating product desire

6. Pricing strategy

5

Capturing consumer imagination

Capturing consumer

imagination

1. Address unmet need

2. Meaningful product

uniqueness

3. Segmentation and targeting

4. Positioning

5. Creating product desire

6. Pricing strategy

karin

very cold morning, almost got hit by a tram :( but thank God for snickers!! # yum #love25 minutes ago

Getting ready for #SKIM @ Innocos1 hour ago

Capturing………

…Imagination of other stakeholders

7

Systematic market fine tuning and combining of forces is the key to the successful products

R&DMedical

RegulatoryMarketing

Market research

Cross-functional team The marketSuppliers

Innovation partners

Capturing………

….Real buying behavior to build a

business case

9

From experiment to business impact

SIMULATOR SCENARIOS

0

20000

40000

60000

80000

100000

2008 2009 2010 2011 2012 2013 2014

TPP A

newcompetitors

currentproducts

Capturing reality in simulated shopping trips

Simulating business size for different propositions.• Go / no go decision• Business optimization• Targeting & Segmentation

EXPERIMENT

10

5.9% 5.8%

31.4% 31.2%

35.5% 35.2%

27.2% 27.7%

Price Increase Downsize

SparklingCompetitor 1Competitor 2

Simulating business impact of new innovations and different propositions

Share Change

Value Change

-6.1%

-0.5%

-4.4%

+1.1%

“What if we downsize our flacon size to

30 ml?”

“You will lose share, but

your revenue will go up”

“Maybe it’s a more profitable option to

keep our flacon size the same, but to

increase our price?”

“But what will be the effect if competition follow our actions?”

It is more profitable to downsize to 30ml than to break the 10 euros/flacon

price barrier

Capturing………

…Consumer Imagination

…Imagination of other stakeholders

….Real buying behavior to build a

business case

INNOCOS:

Capturing…. Your Imagination!