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Product Life Cycle Management

Product Life Cycle Management

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Published by: Dennis Onchieku Onyando on Mar 07, 2013
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10/09/2013

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As with The Elevator Speech, The Product on a Page is another tool that helps the product
developing team to think about how the product will be sold and what the selling message will be.
Unlike with the Elevator Speech, the use of the tool drivers the team's attention, only toward the
important product features and its main differences from the competitive products.

NPD Stage 7: Product Commercialisation .

142

Usually a product specification sheet is a detailed and lengthy document. A single page advert that
is well structured can give more or less the same information as the product specification sheet. The
team by creating such an advert can focus easily on the crucial product characteristics and visualize
the product proposition from a customer's point of view. For such an advert to be created the whole
developing team must be included. In some cases it is useful to have a customer present. Also such
an advert can be a draft of the advertising or promotion campaign during product launch.

The methodology of creating such an advert is very easy to grasp and to follow. It consists of six
simple steps.

Step 1: Who is the adverts target and where it should be placed? (Statement or description of the
profile of the target customers or users. At this point it is decided whether one type of advert is
sufficient to cover all potential customer segments).

Step 2: Purpose of advert? (Statement of the reason behind the advert. In this step it is decided how
the advert will raise customer interest. For example will the advert compare the product against
competitive ones or will the advert try to change purchase customer behaviour?).

Step 3: Issues to address? (At this step all key product features are identified and noted. Sometimes
a bullet system is used. Also customer needs are noted).

Step 4: Catch phrase? (At this point the team must come with a phrase that catches the full selling
product message and product mission).

Step 5: Images? (The team must decide what kind of product or other images will be used. Typical
examples include the product in use, the potential customers, the place of use or some abstract
image that carries a certain message).

Step 6: Product brochure or handbook development. (In step 6 as all elements of the advert are in
place, the team can build a brochure or handbook outline that can be used in conjunction with the
advert during the advertising or promotion campaign).

Source: Better Product Design, Institute of Manufacturing, University of Cambridge, On-line
http://www.betterproductdesign.net/tools/definition/pop-advert.htm

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