Professional Documents
Culture Documents
Categories of New
Products
New-to-the-World
New-to-the-World
New
New Product
Product Lines
Lines
Product
Product Line
Line Additions
Additions
Improvements
Improvements or
or Revisions
Revisions
Repositioned
Repositioned Products
Products
Lower-Priced
Lower-Priced Products
Products
2
The New-Product
Development Process
Explains the
steps in
the new-product
development
process
Exhibit 11.1
New-Product Development Process
New-Product Strategy is
a plan that links the new-product development
process with the objectives of the marketing
department, the business unit, and the corporation.
Idea Generation
Customers
Employees
Distributors
Vendors
Sources of
New-Product
Ideas
Competitors
R&D
Consultants
Focus
Focus
Group
Group
Screening is
the first filter in the product development
process, which eliminates ideas that are
inconsistent with the organizations newproduct strategy or are inappropriate for
some other reason.
A Concept Test is
a test to evaluate a new-product idea,
usually before any prototype has been
created. Often successful for line
2
extensions
9 .
Business Analysis
Demand
Consideratio
Consideratio
ns
ns in
in
Business
Business
Analysis
Analysis
Stage
Stage
Cost
Sales
Profitability
10
Development
Creation of prototype
Packaging, branding,
labeling
Manufacturing feasibility
11
Simultaneous Product
Development
A new team-oriented approach to newproduct development where all relevant
functional areas and outside suppliers
participate in the development process.
12
Test Marketing
Test
Test
Marketing
Marketing
13
14
Alternatives to
Test Marketing
Single-source research using
supermarket scanner data
Simulated (laboratory) market
testing
Online test marketing
15
Commercialization
Ordering
Ordering Materials
Materials
Production
Production
Inventory
Inventory Buildup
Buildup
Distribution
Distribution Shipments
Shipments
Sales
Sales Force
Force Training
Training
Trade
Trade Announcements
Announcements
Customer
Customer Advertising
Advertising
16
New-Product
Success Factors
Listening to
customers
Strong leadership
Producing the best
product
Vision of future
market
Getting every aspect
right
17
No discernible benefits
Poor match between features and customer desires
Overestimation of market size
Incorrect positioning
Price too high or too low
Inadequate distribution
Poor promotion
Inferior product
18
Global Issues in
New-Product Development
Discuss global
issues in newproduct
development
19
Global Marketing
Questions
Develop product for potential
worldwide distribution
Modify for unique market
requirements
Design products to meet
regulations and key market
requirements
20
21
Diffusion
Diffusion
Diffusion
22
Categories
ofof
Adopters
Categories
Adopters
Innovators
Innovators
Early
Early Adopters
Adopters
Early
Early Majority
Majority
Late
Late Majority
Majority
Laggards
Laggards
23
24
Direct
Direct from
from
Marketer
Marketer
25