Professional Documents
Culture Documents
Kingston NPD
Kingston NPD
Kingston Rumao
Roll no 49
S.y.m.m.s
20% 10%
New product lines New to the world
11% 7%
• Market Size
• Product Price
• Development Time & Costs
• Manufacturing Costs
• Rate of Return
New Product Development Process
Step 3. Concept Development & Testing
1.
1. Develop
DevelopProduct
ProductIdeas
Ideasinto
into
Alternative
Alternative
Product
ProductConcepts
Concepts
2.
2. Concept
ConceptTesting
Testing--Test
Testthe
the
Product
ProductConcepts
Conceptswith
withGroups
Groups
of
ofTarget
TargetCustomers
Customers
3.
3. Choose
Choosethe
theBest
BestOne
One
New Product Development Process
Step 4. Marketing Strategy Development
Marketing Strategy Statement Formulation
Part
Part One
One -- Overall:
Overall:
Target
Target Market
Market
Planned
Planned Product
Product Positioning
Positioning
Sales
Sales &
& Profit
Profit Goals
Goals
Market
Market Share
Share
Part
Part Two
Two -- Short-Term:
Short-Term:
Product’s
Product’s Planned
Planned Price
Price
Distribution
Distribution
Marketing
Marketing Budget
Budget
Part
Part Three
Three -- Long-Term:
Long-Term:
Sales
Sales &
& Profit
Profit Goals
Goals
Marketing
Marketing Mix
Mix Strategy
Strategy
New Product Development Process
Step 5. Business Analysis
Step 6. Product Development
Business
Business Analysis
Analysis
Review
Review of
of Product
Product Sales,
Sales, Costs,
Costs,
and
and Profits
Profits Projections
Projections to
to See
See ifif
They
They Meet
Meet Company
Company Objectives
Objectives
IfIf No,
No, Eliminate
Eliminate
Product
Product Concept
Concept
IfIf Yes,
Yes, Move
Move to
to
Product
Product Development
Development
New Product Development Process
Step 7. Test Marketing
Standard
Standard Controlled
Test Controlled
Test Market
Market Test
Test Market
Market
Full
Fullmarketing
marketingcampaign
campaign AAfew
fewstores
storesthat
thathave
have
in
in a small numberof
a small number of agreed
agreedto
tocarry
carrynew
new
representative cities.
representative cities. products
productsfor
foraafee.
fee.
Simulated
Simulated
Test
Test Market
Market
Test
Testin
inaasimulated
simulated
shopping environment
shopping environment
to
toaasample
sampleofof
consumers.
consumers.
Product
Product Life
Life Cycle
Cycle
Sales and
Profits ($)
Sales
Profits
Time
Product Introduction Growth Maturity Decline
Development
Losses/
Investments ($)
Introduction
Introduction Stage
Stage of
of the
the PLC
PLC
Sales
Sales Low
Low sales
sales
Costs
Costs High
High cost
cost per
per customer
customer
Profits
Profits Negative
Negative
Marketing Create
Create product
product awareness
awareness
Marketing Objectives
Objectives
and
and trial
trial
Product
Product Offer
Offer aa basic
basic product
product
Price
Price Use
Use cost-plus
cost-plus
Distribution
Distribution Build
Build selective
selective distribution
distribution
Advertising
Advertising Build
Build product
product awareness
awareness among
among
early
early adopters
adopters and
and dealers
dealers
Growth
Growth Stage
Stage of
of the
the PLC
PLC
Sales
Sales Rapidly
Rapidly rising
rising sales
sales
Costs
Costs Average
Average cost
cost per
per customer
customer
Profits
Profits Rising
Rising profits
profits
Marketing
Marketing Objectives
Objectives Maximize
Maximize market
market share
share
Product
Product Offer
Offer product
product extensions,
extensions,
service,
service, warranty
warranty
Price
Price Price
Price to
to penetrate
penetrate market
market
Distribution
Distribution Build
Build intensive
intensive distribution
distribution
Advertising
Advertising Build
Build awareness
awareness and
and interest
interest in
in
the
the mass
mass market
market
Maturity
Maturity Stage
Stage of
of the
the PLC
PLC
Sales
Sales Peak
Peak sales
sales
Costs
Costs Low
Low cost
cost per
per customer
customer
Profits
Profits High
High profits
profits
Marketing
Marketing Objectives
Objectives Maximize
Maximize profit
profit while
while defending
defending
market
market share
share
Product
Product Diversify
Diversify brand
brand and
and models
models
Price
Price Price
Price to
to match
match or
or best
best
competitors
competitors
Distribution
Distribution Build
Build more
more intensive
intensive distribution
distribution
Advertising
Advertising Stress
Stress brand
brand differences
differences and
and
benefits
benefits
Decline
Decline Stage
Stage of
of the
the PLC
PLC
Sales
Sales Declining
Declining sales
sales
Costs
Costs Low
Low cost
cost per
per customer
customer
Profits
Profits Declining
Declining profits
profits
Marketing
Marketing Objectives
Objectives Reduce
Reduce expenditure
expenditure and
and milk
milk the
the
brand
brand
Product
Product Phase
Phase out
out weak
weak items
items
Price
Price Cut
Cut price
price
Distribution
Distribution Go
Go selective:
selective: phase
phase out
out
unprofitable
unprofitable outlets
outlets
Advertising
Advertising Reduce
Reduce to
to level
level needed
needed toto retain
retain
hard-core
hard-core loyal
loyal customers
customers
Market entry strategies.
There are two market entry strategies:
1.Pioneer strategy.
2. Follower strategy.
Pioneer strategy:
Conventional wisdom holds that
although they take the greatest risk
and probably experience more failures
than their more conservative
competitors , successful competitors
are handsomely rewarded. it is
assumed competitive advantages
inherent in being the first to enter a
new product market can be sustained
through the growth stage and into the
maturity stage of the plc, resulting in a
strong share position and substantial
Potential sources of competitive advantages
available to pioneers are:
1.Frist choice of market segments and
position:
The pioneer has the opportunity to develop
a product offering with attributes most
important to the largest segment of
customers or to promote the importance of
attributes that favor its brand. thus
pioneers brand can become a standard of
reference customers use to evaluate other
brands. E.g. EXIDE BATTERIES.
2. The pioneer defines the rule of the
game:
The pioneers action on such variables as
product quality, price, distribution,
warranties, post-sale service, and
promotional appeals and budget sale
standard that subsequent competitors
must meet or beat. if the pioneers set
those standards high enough, it can raise
the cost of entry and perhaps preempt
some potential competitors.
3. Distribution advantages:
The pioneer has the most option in
designing a distribution channel to bring
the new product to the market. the
pioneer is the first in the market and
hence the distribution system can be
increased easily.