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New Product Planning Process: Situation Analysis
New Product Planning Process: Situation Analysis
Situation
Analysis
MIS Identificati
on of
opportunit
Monitor
y
&
Mktg control
Co. . New
Obj. Obj product
obje
New
product
NPP
stgy.&
Design
Imp.
NEW OPPORTUNITY IDENTIFICATION
Stage: 1
Stage: 2
1. Undifferentiated.
2. Focused/ Concentrated.
3. Differentiated.
Stage: 3
4 P’s
CONTROL PROCESS FOR NEW PRODUCTS
New product
launch
Identify key
mktg.
variables
2. Is it compatible?
- Consumers can use it in a way consistent
with past behaviour.
3. Perceived Risk…?
4. Complexity….?
5. Observability / Communicability…
- Ability to explain & see the benefits in simpl
clear terms.
6. Triability / Divisibility….
- Ability to sample the product without
commitment