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1、Author: Nancy Greene,Penetration Curve (S-Curve),March 1998,Copyright 1998 Bain & Company, Inc.,2,Agenda,Concept Application Case example Methodology,Copyright 1998 Bain & Company, Inc.,3,Products can be thought of as following a life-cycle that has several distinct phases: early adoption/trial mass
2、 adoption saturation/substitution decline The product life-cycle generates a series of market penetration rates that tend to follow a specific pattern, called an S-curve (or penetration curve) Given the pattern of penetration curves over time, and given that this relationship holds to some extent in
3、 almost every case, penetration curves can be a powerful tool in predicting the growth of new products,What is a Penetration Curve? (S-Curve),4,Product Life-Cycle,Time,Volume,Products can be thought of as following a life-cycle that has several distinct phases.,Early adoption/trial,Mass adoption,Sat
4、uration/substitution,Decline,Driven by people who always adopt new things early and fuel the products initial growth,The product becomes accepted by the general market; characterized by rapid product growth,The product has either saturated the market, or is already being substituted for by another p
5、roduct that is in an earlier phase of the product life cycle,The decline of the product, driven by complete substitution for or replacement with another product,5,Characteristics of Penetration Curves,Penetration can occur at the expense of an existing product, or it can drive new markets to grow Se
6、veral factors will influence the end state, or saturation point, of a product: duration/speed of product life-cycle competitive forces innovation culture/society,When considering penetration curves, there are a few characteristics to keep in mind:,6,Agenda,Concept Application Case example Methodolog
7、y,7,Applications of Penetration Curves,Validating/determining market growth for a new or established product Showing precedents for success of a product through existing penetration curves Predicting the saturation level for a product Determining market entry strategy or timing, given the predicted
8、penetration of a product Determining product management or phase-out, given the speed of new products adoption,Penetration curves can be useful in addressing a series of different strategic questions which arise when new products enter a market.,8,Agenda,Concept Application Case example Methodology,
9、9,In 1994, the National Institutes of Health (NIH) issued a statement confirming that most ulcers are strongly associated with the presence of a bacteria (H. Pylori). While previously, doctors had been advised to treat ulcer symptoms with anti-secretory drugs, NIH now recommends that ulcer patients
10、with H. Pylori infections also be treated with antibiotics. The new treatment cures not only ulcer symptoms, but the underlying cause of the disease. In 1997, a new device was granted a patent by the U.S. Patent Office which will test human breath for the presence of H. Pylori a blood test for H. Py
11、lori is already on the market doctors may also test for H. Pylori using tissue samples obtained through endoscopy, a relatively invasive and painful medical procedure Our client is considering buying the patent and believes that the breath test technology holds significant advantages over both blood
12、 tests and endoscopy less invasive than endoscopy more accurate than blood tests,Situation:,How large is the market for H. Pylori tests over time?,Key Question:,A Bain case team used penetration curve analysis to examine how quickly medical practices change.,Disguised Case Situation (1 of 2),10,A se
13、arch of the existing literature revealed that in 1995, only 5% of doctors were testing patients suspected of having an ulcer for H. Pylori in 1991, the figure was close to 1% In order to determine how quickly the NIH report would impact doctors behavior, our case team surveyed doctors in the fall of
14、 1997: 60% said they were testing their suspected ulcer patients for H. Pylori 15% said they treated all suspected ulcer patients with a course of antibiotics - without first testing for H. Pylori the team agreed that this represented a “ceiling” on testing: 15% of doctors would always treat H. Pylo
15、ri without testing for it,Research:,Historic penetration: 1991 = 1% 1995 = 5% 1997 = 60% Saturation point = 85%,Penetration Curve Data:,Combining secondary research with surveys, the team obtained a few historic penetration points, as well as the projected saturation point.,Disguised Case Situation
16、(2 of 2),11,H. Pylori Testing Market,Saturation point = 85%,Penetration curve analysis smoothed the known data points into an S-curve that showed an aggressive schedule for the adoption of H. Pylori tests.,12,Agenda,Concept Application Case example Methodology,13,Gather historic data and set up spreadsheet Pick saturation point this should be the logical ceiling on a products penetration (i.e. not every home will have a computer, even in the most optimistic of sce
