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Uso de comercio electrónico por nuevas marcas, tecnologías de marketing electrónico y mejores prácticas de start-ups

Resumen

Tipo:
Demanda Tecnológica
Referencia:
TRBE20150911001
Publicado:
16/09/2015
Caducidad:
13/02/2016
Resumen:
Una multinacional belga del sector de bienes de consumo está interesada en utilizar tecnologías digitales avanzadas y mejores prácticas asociadas procedentes de start-ups o pymes de reciente constitución. El objetivo es estudiar nuevas oportunidades ofrecidas por tecnologías de comercio electrónico para ir más allá de los canales minoristas convencionales. Se buscan start-ups y pymes de reciente constitución que ofrezcan mejores prácticas y tecnologías y establecer acuerdos de cooperación técnica.

Details

Tittle:
Urgent - New brands using e-commerce, e-marketing technologies and associated startup best practices
Summary:
A Belgian multinational active in consumer goods looks for use of modern digital technologies and associated best practises coming from start-ups or young SMEs. They aim to explore new opportunities offered by e-commerce and supporting technologies to move beyond the traditional retail channels. Potential partners - start-up or young SMEs - have both the best practise and the technical solution sought allowing a technical cooperation with the large account
Description:
A Belgian multinational based in Brussels and active in consumer goods wishes to make its launching of new consumers´ products more agile and effective, exploring new opportunities offered by e-commerce and supporting technologies to move beyond the traditional high-cost, media-centric and retailer dependent.
This company has 1 ½ century of history in the fast moving consumer goods markets and owns several brands known at global level.

They create unique new products to address evolving consumer needs. Unfortunately, some of these products will never make it to the market because of the high-costs and hurdles associated with traditional launch processes.
Typical brand go-to-market strategies involve extensive consumer testing, advance retailer "sell in", and expensive media launches planned on long lead times. There are also often initial retail sales requirements that make it hard for smaller brands to be launched in an incremental or "grass roots" way.

Fortunately, today´s millennial-powered, socially driven economy provides the foundation for a totally new approach to launching products. In many cases, these products are targeted at younger, urban professionals, who are anxious to try new things and willing to be early adopters. These consumers are typically technology savvy and tend to rely heavily on social tools to receive and share information. In addition, they do not view brick and mortar stores as the only, or even the primary place, to discover and buy new products.

A new breed of startups is emerging from Silicon Valley and other tech hot spots around the world. These new "Startup Brands" are backed by venture capital that was typically reserved for software companies. The Startup Brands are powered by technology and are launching in entirely new ways. Large brands are increasingly concerned by the speed at which agile (millennial-targeted) startup brands are getting market traction through digital/social/mobile-centric launch strategies.

It´s therefore mandatory to large accounts to moving beyond the traditional high-cost, media-centric and retailer dependent new product launches.

With such a purpose as future business development, the company is looking to leverage a range of startup digital marketing and commerce technologies and emerging best practices to more quickly and efficiently launch new brands as a means of more cost effectively testing product visibility and growing early market penetration and adoption.

In other terms, they are seeking to identify evolving best practices for launching new products through the use of modern online/mobile commerce and social marketing technologies and practices. The goal will be to identify start-up inspired launch strategies and an integrated technology "platform" that can drive higher early-market engagement/adoption, at substantially lower costs.

With such a purpose as future business development, the company is looking for collaboration with potential partners - both start-ups or very young companies - having both the best practise and the technical solution sought allowing a technical cooperation with the large account.

With the above-mentioned purpose in mind and technical requirements, the company is open to technical agreement with the above-mentioned players. The purpose would be setting up a long lasting cooperation allowing the large account to comply with consumers´ expectations and internal strategy and for the potential partner interact in a systematic way with the large account so as to have immediate access to forthcoming similar requests

Technical Specification or Expertise Sought:
The company will be evaluating a wide-array of technologies and models ranging from influence/referral marketing platforms to subscription-based commerce models.

The technologies and strategies can also support early in-market transactional learning in order to gain market feedback in addition to providing a grass roots brand launch strategy that does not require the traditional slow and expensive product launch process.

This company is looking for proposed solutions which will help to explore emerging digital strategies and best practices, as well as the enabling commerce and marketing infrastructure needed to support these practices.

The challenge is to aggregate an array of technical options and best practices into a clear and repeatable process that yields tangible in-market results. In addition, the enabling infrastructure must be relatively easy to deploy, integrate and support.

Solutions will be evaluated based on: 1) innovativeness of approach to digital commerce/marketing in the context of new product launches, 2) fit with business and functional goals outlined in this brief, 3) ease of deployment, integration and support, 4) ease of use, including look and feel, 5) robustness of reporting and analysis capabilities, 6) expertise and insights demonstrated by team.

Key success metrics include campaign engagement and fullfilment rates.

Partner sought

Type and Role of Partner Sought:
Type of Partner sought: start-up or young SMEs

Area of expertise : digital commerce/marketing in the context of new product launches

Role of Partner Sought: collaborate with the large account and provide the technical solution coupled to the new approach sought

Client

Type and Size of Client:
Industry >500 MNE
Already Engaged in Trans-National Cooperation:
Si
Languages Spoken:
English