Consumer-Oriented Cluster Initiatives: A Cross-Sectorial Approach Marc Papell

New Cluster Approaches

12 November 2014

MARC PAPELL

mpapell@cluster-development.com

CONSUMER-ORIENTED CLUSTER INITIATIVES

A CROSS SECTORIAL APPROACH

LEV

EL O

F TR

AN

SVER

SALI

TY

RETAIL & FASHION

GOURMETMOBILITY…

BIOTECHICTPHOTONICS

KID’S CLUSTERSPORTS CLUSTER SENIORS

ROW MATERIALS INDUSTRIAL PROCESES

TECNOLOGY DRIVEN STRATEGIES TO THE MARKETPRODUCT DRIVEN

WINE, OLIVE OIL, CHEESE, …AUTOMOTIVE FURNITURE

PLASTICSMETALMECANICS…. CHEMICAL

TRENDS IN CLUSTER INITIATIVES

MARKET ORIENTATION

LEV

EL O

F TR

AN

SVER

SALI

TY

RETAIL & FASHION

GOURMETMOBILITY…

BIOTECHICTPHOTONICS

KID’S CLUSTERSPORTS CLUSTER SENIORS

ROW MATERIALS INDUSTRIAL PROCESES

TECNOLOGY DRIVEN STRATEGIES TO THE MARKETPRODUCT DRIVEN

WINE, OLIVE OIL, CHEESE, …AUTOMOTIVE FURNITURE

PLASTICSMETALMECANICS…. CHEMICAL

TRENDS IN CLUSTER INITIATIVES: CONSUMER-ORIENTED CLUSTER INITIATIVES

MARKET ORIENTATION

Based on consumer trends

New strategic & innovative spaces to renew

the collaboration between companies and

the public-private partnerships

“CONSUMER-ORIENTED” CLUSTER INITIATIVES

Cross-sectorial cluster initiatives that CONCENTRATE ALL THE COMPANIES

THAT SHARE THE SAME TARGET FINAL CONSUMER independently of the

traditional sector they belong

Source: Cluster Development, www.kids-cluster.com; www.indescat.org

Members

Events

Facilities(design, construction,

equipment, facility services)

ConsumerGoods

(nutrition, textiles, health, ..)

Technological centers /

universities

Indescat action plan

R+D AND MARKET

KNOWLEDGE

1TRAINING AND

EDUCATION2

INTERNATIONAL AND MARKET

ACTIONS

3MARKET

PROMOTION, BEST PRACTICES, VISIBILITY

4 Netw.5

1. Market study on current situation and future trends

2. Public and Private R+D Capabilities

Mapping

3. Specific R+D projects

4. Homologations/ Certificates

5. Engineering and sports design

6. Sports Markeringand Retail

7. Training for Facility Managers

8. Training for Facility Employees

9. Cooperate to new markets / international

projects

10. Manufacturer –Retailer

Collaborative Actions

11. Fira de Barcelona

12. Best Practices on sport practice

and specific equipment

13. Best Practices on Facility Design and Management

14. Actions with prescribers and key

opinion leaders

15. Cluster branding / website

16

. Ne

two

rking A

ction

s (SOC

IAL C

AP

ITAL)

The model to define projects

WORKGROUPENERGY EFFICENCY

IN SPORTS BUILDINGS(EFISPORT)

WORKGROUPSPORTS

NUTRITION

PERMANENT WORKGROUPSSTRATEGIC THEMES

WORKGROUPACCESS TO NEW INT’L MARKETS

…

JOIN ENERGY PURCHASING

TRAINING IN ENERGY EFFICIENCY IN SPORTS

BUILDINGS

BEST PRACTICES MANUAL

DEVELOPMENT OF PROJECTS WITH STRATEGIC ALLIANCES BETWEEN GROUPS OF COMPANIES

….

APPLIED ENERGY EFFICIENCY

TECHNOLOGIES TO SPORTS BUILDINGS AND REDUCE THE COST OF ENERGY

OUTPUT

Training to develop capabilities in Energy Efficiency in Sport Buildings

TRAINING

• 30h course for executives• Participants from 15 companies• It is an outcome of the permanent

work group on Energy Efficiency

• All the course is given by experts from the energy efficiency industry

2014

Strategic collaboration to accessinternational markets

INTERNATIONAL

www.bcnglobalsports.com

BGSM is a brand created by 7 companies in order to SELL TURN KEY SPORTS FACILITIES throughout SOUTH AMERICA

FOOD INDUSTRY

TEXTILES, FURNITURE, RETAILERS,

..

TOYS, ENTERTAINMENT

, BOOKS, ...

UNIVERSITIES, TECHNOLOGICAL

CENTERS

Kid’s Cluster Action PlanThree strategic action lines

11/19/2014 12

Action was prioritized by more than 30 companies of Kid’s Cluster to improve the knowledge of future trends in the market

Objective: Investigating the future children's market in 5-10 years (= marketable products from 0 to 12 years) :

1. Understanding the children's market today, understand the buying process, behaviors ... of influencers, decision makers and users purchase2. Identifying key consumer trends that affect users and buyers3. "Futurizing” motivations and needs in future 5-10 years, based on the identified trends4. Identifying opportunities for innovation for next 5-10 years in products, services and communication

Study on consuming patterns trends of kids productsCollaborative action that impact

individual product development strategies

11/19/2014

Source: Creafutur,. ClusterDevelopment

COST OF THE PROJECT = 90.000 €

35.000 €

20.000 €

35.000 €

Public AdministrationMarket researchcompany (at risk)

29 companies( = 689,65€/company)

• New children backpacks development, certified by Kid’s Health Centre of Reference

New product developmentExamples of collaborative projects between Kid’s Cluster companies

as a result of networking activities

11/19/2014

Source: Kid’s Cluster

• Licensing agreement and new product development thanks to a collaboration between a licensing agent and a toys manufacturer

“CONSUMER-ORIENTED” CLUSTER INITIATIVES – MAIN BENEFITS

NEW STRATEGIC APPROACH AND COMPLEMENTARY TO THE TRADITIONAL BUSINESS

• Allows to identify new challenges, sometimes less developed, but with a higher impact in thebusiness

EASIER MANAGEMENT ON BUSINESS COOPERATION

• Less % of competitors facilitates the definition and start up of new collaborative projects

• Crossed sectorial collaboration in projects such as consumer trends intelligence, collaborativeproduct development or cross-selling to new channels, ...

NEW COLLABORATIVE SPACES TO CAPTURE NEW INTERESTS OF THE FIRMS

• Build new relations with firms of different businesses

• Opportunities to develop transversal actions/projects to benefit all cluster firms

• Avoid the agenda of the traditional associations with new spaces of dialogue

1

2

3