How to Design R&D Projects
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How to Design R&D Projects. TABLE OF CONTENT. Information Related to R&D Projects. Specifying a Sonite R&D Project. Specifying a Vodite R&D Project. Sources of information related to R&D projects. Company Report. Newsletter. Benchmarking. Semantic Scales. MDS. Conjoint Analysis.

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Table of content
TABLE OF CONTENT

Information Related to R&D Projects

Specifying a Sonite R&D Project

Specifying a Vodite R&D Project


Sources of information related to r d projects
Sources of information related to R&D projects

CompanyReport

Newsletter

Benchmarking

Semantic Scales

MDS

Conjoint Analysis


The report shows the base r d project of your marketed brands
The “Report” shows the base R&D project of your marketed brands


The report lists all sonites or vodites r d projects
The “Report” lists all Sonites or Vodites R&D projects

  • Listing of available R&D projects as well as on-going ones.

  • New brands can be launched or existing ones can be upgraded with available projects.

  • The brand will have the physical characteristics specified in the project.

  • The current base cost is the transfer cost of the units produced, for the first production batch of 100,000 units.

    • If the cumulative production level is lower, the unit transfer cost will be higher.

    • If the cumulative production level is higher, the unit transfer cost will be lower.

  • The minimum base cost is the minimum cost that can be specified in a cost-reduction R&D project with the same physical characteristics.

Unit transfer cost = $158

Why ??


Sources of information related to r d projects1
Sources of information related to R&D projects

CompanyReport

Newsletter

Benchmarking

Semantic Scales

MDS

Conjoint Analysis


The “Newsletter” gives the physical characteristics, the base costs and prices of all marketed Sonites or Vodites brands


Sources of information related to r d projects2
Sources of information related to R&D projects the base costs and prices of all marketed Sonites or Vodites brands

CompanyReport

Newsletter

Benchmarking

Semantic Scales

MDS

Conjoint Analysis


The benchmarking study gives estimates of competitive r d budgets
The “Benchmarking” study gives estimates of competitive R&D budgets

  • Useful to determine when first Vodite brands will be launched.


Sources of information related to r d projects3
Sources of information related to R&D projects R&D budgets

CompanyReport

Newsletter

Benchmarking

Semantic Scales

MDS

Conjoint Analysis


The “Semantic Scales” study provides a graphical representation of segment needs and brand perceptions

Segment ideal points

Six dimensions : 5 physical characteristics plus price

Brand perceptions


The semantic scales study tracks the evolution of segment needs
The “Semantic Scales” study tracks the evolution of segment needs

  • The lifetime of an R&D project is several years long.

  • Design R&D projects that will be attractive in a few years time.

?


Additional charts give exact coordinates of ideal points and brand perceptions on a 1 7 scale

Need to improve Design segment needs

Good fit in Max Freq and Power

Additional charts give exact coordinates of ideal points and brand perceptions on a 1-7 scale

  • Compare brand perceptions with segment expectations. R&D will let you fill in the gap


The semantic scales study plots the brand perceptions against the brand physical characteristics
The “Semantic Scales” study plots the brand perceptions against the brand physical characteristics

  • Do graphical interpolations on these charts to calculate the characteristic in Kg, Dm3, KHz, W, … that corresponds to a given value on the 1-7 scale

Singles’ Ideal Max Freq in 2 years : 4.50

Singles’ Ideal Max Freq in 2 years : 30 KHz


Sources of information related to r d projects4
Sources of information related to R&D projects against the brand physical characteristics

CompanyReport

Newsletter

Benchmarking

Semantic Scales

MDS

Conjoint Analysis


The “MDS” study provides a graphical representation of segment needs and brand perceptions in three “composite” dimensions

Three dimensions : Economy, Performance and Convenience

Segment ideal points

Brand perceptions


MDS dimensions are discovered by the MDS methodology and thus are a good representation of segment needs

  • Brand physical characteristics and prices have an influence on MDS dimensions.

  • For instance, Performance is strongly linked with Power and Max Freq.


The mds study also tracks the evolution of segment needs
The “MDS” study also tracks the evolution of segment needs

  • The lifetime of an R&D project is several years long.

  • Design R&D projects that will be attractive in a few years time.

?


Additional charts give exact coordinates of ideal points and brand perceptions on a 20 to 20 scale

Need to improve Convenience needs

Additional charts give exact coordinates of ideal points and brand perceptions on a -20 to +20 scale

  • Compare brand perceptions with segment expectations. R&D will let you fill in the gap


The mds study plots the brand perceptions against the brand physical characteristics
The “MDS” study plots the brand perceptions against the brand physical characteristics

  • Do graphical interpolations on these charts to calculate the characteristic in Kg, Dm3, KHz, W, … that corresponds to a given value on the -20 to +20 scale

Pros Ideal Performance in 2 years : 10

Irrelevant if the MDS dimension and the characteristic are not strongly linked

Pros Ideal Power in 2 years : 75 W


Sources of information related to r d projects5
Sources of information related to R&D projects brand physical characteristics

CompanyReport

Newsletter

Benchmarking

Semantic Scales

MDS

Conjoint Analysis


The “Conjoint Analysis” study plots the utilities of various levels in each of the four most important characteristics

  • Higher utilities mean higher customer satisfaction levels

  • Beware, the four levels are arbitrarily set. Maximum utility may be achieved for a fifth level.


The conjoint analysis study indicates what characteristics are the most important ones
The “Conjoint Analysis” study indicates what characteristics are the most important ones

  • In the Sonite market, Price is the most important dimension, followed by Power.

  • For instance, almost 80% of the decision is driven by Price for Singles.


Table of content1
TABLE OF CONTENT characteristics are the most important ones

Source of Information Related to R&D Projects

Specifying a Sonite R&D Project

Specifying a Vodite R&D Project


Repositioning an existing sonite brand through r d in 7 steps
Repositioning an existing Sonite brand through R&D in 7 steps

  • 1. Decide on which segment to target using the MDS maps .

  • 2. Determine what characteristics are important to that segment using the Semantic Scales or Conjoint Analysis.

  • 3. Identify the dimensions where the gap between “Ideal” levels and your brand “Perceived” levels are the largest ones, using the Semantic Scales or MDS.

  • 4. Decide on which brand characteristics you should modify. Small gaps and/or non-important characteristics can be ignored.

  • 5. Calculate the “ideal” level in each characteristic you want to upgrade, using graphical interpolations. Remember to take the evolution of needs into account.

  • 6. Estimate the future price of the brand when it is repositioned and decide on a “Base Cost” that will give you an acceptable profitability ratio.Or develop the project at the minimum possible base cost (R&D budget will be higher)

  • 7. Launch an R&D project with the new characteristics and the new base cost, using the current base project as a starting point.


A complete example repositioning sibi
A Complete Example : Repositioning SIBI steps

  • SIBI : Based on PSIBI

    • Weight = 19 Kg - Design = 8 - Volume = 60 dm3

    • Max Freq = 15 KHz - Power = 20 W

    • Base cost = $99 (current cost = $79)

  • Target Segment : Singles

    • Most important characteristics : Power, Max Freq, Design

    • Ideal Power in two years = 4.80 = 65 W

    • Ideal Max Freq in two years = 4.70 = 30 KHz

    • Ideal Design in two years = 5.20 = 7

  • R&D project PSIN1

    • Weight = 19 Kg - Design = 7 - Volume = 60 dm3

    • Max Freq = 30 KHz - Power = 65 W

    • Develop project at minimum cost




Your R&D project is now ready to be launched. It will be available next period to modify an existing brand or introduce a new one.


Table of content2
TABLE OF CONTENT available next period to modify an existing brand or introduce a new one.

Source of Information Related to R&D Projects

Specifying a Sonite R&D Project

Specifying a Vodite R&D Project


Specifying a vodite r d project
Specifying a Vodite R&D project available next period to modify an existing brand or introduce a new one.

  • The only available data are the “Semantic Scales - Ideal Values” and the importance of characteristics.

  • Eg:

    • Most important characteristic : “Max Freq”

    • Ideal level for Innovators : 4.90 on the 1 to 7 scale

    • Ideal “Max Freq” in KHz for this segment ???


Specifying a vodite r d project cont d

7.0 available next period to modify an existing brand or introduce a new one.

4.9

1.0

5

15

20

Specifying a Vodite R&D project (cont’d)

  • When no brands are marketed, estimating ideal characteristics through graphical interpolation is not possible.

  • One has to assume that

    • 1 on the semantic scales corresponds to the minimum feasible characteristic, e.g.: 5 KHz

    • 7 on the semantic scales corresponds to the maximum feasible characteristic, e.g.: 20 KHz

    • Variations are linear in between


On your marks get set go
On your marks. Get set. Go! available next period to modify an existing brand or introduce a new one.

Respect the deadline

Good luck!


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