Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

path 3

No description
by

Mikhail Sivashinskiy

on 10 December 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of path 3

What is Path three?
Disney
since 1923
focused on cartoons and entertainment movies for children
1955 opening of the first Disneyland Theme park in California
second most visited park
influencers -> children
purchasers -> parents
users -> both
Disney Cruise Line
since 1995
4 cruise ships: Disney Magic, Disney Wonder, Disney Dream and Disney Fantasy
cruise ship senior travel, old fashioned
just for families
influencers: children, parents
purchasers: parents
users: family
Blue ocean strategy
Path 3
The chain of buyers
by Sergi Pons Dosta, Janine Isken,
Mikhail Siv.
Novo Nordisk was a Danish Insulin Producer
Insuline is used by diabetics to regulate the level of sugar in their blood
They created a BLUE OCEAN in insulin industry
HOW?
Present
1999
1989
1985
1980
They focused on doctors as target buyer

They were the key influencers


In this period companies focused on the purity of insuline
The change of mind

Novo Nordisk shift the industry focus ON DOCTORS TO USERS

1) They created the first human monocomponent insuline;
an exact copy of human insulin

2) They supplied the old way administration for vials


Problem:
Handling with syringes, needles and insuline
NovoPen
The first user-friendly insulin:

- Designed to remove the hassle and embarrassment of administrating insulin
- The pen had integrated a clock mechanism making it possible for even blind people

NovoLet
Innovo
Was designed to manage the delivery of insuline through built-in memory, and to display the dose, the last dose, and the elapsed time
They transformed the company from an inslulin producer to a DIABETES CARE COMPANY
In conclusion...
By questioning conventional definitions of who can and should be the target buyer, companies can often see fundamentally new ways to unlock value.
1) What is the chain of buyers in your industry?

2) Which buyer group does your industry typucally focus on?

3) If you shifted the buyer group of your industry, how could you unlock new value?
Segmentation
Demographic
Social
Behavioral
Brand loyalty
Marketing mix
Target group
Buyer
User
Influencer
Buyer Chain
Buyer groups
Buyer
User
Influencer
Refocusing
Break away
from competition
Enter blue
ocean
Old customers
new strategy
Full transcript