Market Segment Focus for Product Launch

Speaker: Paul Yin (Pinnacle Enterprise International)

Time and Date: 15:30-16:30, Nov. 20, 2013

Place: Star Cafe, Guanghua Building, Handan Campus

 

 

Abstract

I will present a market-segmented approach that allows an intended product launch to quickly succeed (pilot marketing), and then subsequently thrive (mass marketing). Each planned product, besides its technological dimension, has its own unique competitive environment characterized by market segment, patient segment, market needs, acceptance criteria, competing products and services, clinical constraints, price constraints, profitability, and ultimately, sustainability in ensuing product cycles. This market-segmented approach can greatly enhance the product’s long-term success by focusing on the target market-segment at the outset.

I will discuss several segmentation methods that have been developed in mega-population markets for mass-marketing healthcare devices. Student-teams are then encouraged to apply the methodology, with quantitative justification, to create the team’s own market segment within which the product’s competitive advantage is better pronounced.

 

 

Biography

Paul Yin has 40 years of experience in product development, regulatory services, distribution, manufacturing, and growth breakthrough by alliance, merger, and acquisition. He held executive positions at GE (Gen. Man.), Stryker (Man. Dir.), Medtronic (Sr. Dir.), and Amsino (CEO) across various territories (US, PRC, Taiwan, and South Korea). He led Medtronic’s global business development in the emerging markets of Brazil, Mexico, India, and Russia to penetrate their under-served value segments. He also taught at GE’s corporate leadership development program and mentored several hundred general manager candidates in the Greater China. His marketing expertise is unique in multi-brand healthcare distribution and clinical services.

Mr. Yin received his BS Engineering Science from Harvey Mudd College (Claremont, California), MS Mechanical Engineering from the University of California (Berkeley), and MBA Finance from Santa Clara University (Santa Clara, California). He is trained on the Six Sigma quality methodology and certified as Professional Engineer in the state of California. He is currently an independent consultant on business strategy and operation in the emerging markets and leadership development. He can be reached at pyin_asiapac@yahoo.com