Managing

new product

development
 Table of contents

1 2 3
Nestlé Learn from An expamle in Vietnam:
reading Lazada
 is the world’s leading
nutrition, health and wellness company.

Henri Nestlé Farine Lactée

bring high quality, safe and nutritious foods and

beverages to people through all stages of life.
In Nestle’s pursuit of delighting and satisfying the customers
In Nestle’s pursuit of delighting and satisfying the customers
Nestlé has succeeded in

C a r r y I n g

o u t
strong new product planning and

s e t t i n g

u p
a systematic and customer - driven.
 Launches new products

quickly & efficiently

by i n t e g r a t i n g regulatory affairs

in all its R & D activities,

from start to finish.

is translating nutrition + food science in 2 ways:

• From consumer needs

into research priorities

• From emerging science

into consumer benefits, and services
DEVELOPMENT
road to success

1. Providing 2. Expand + understand

high-quality products. the target market.

3. Keep up with 4. Put the customer

an ever-changing environment at the core of the company’s
+ define + drive innovation movement.
new markets by R&D capability.
I N N O VAT I O N
Product innovation is not a walk in the park, but with hard work and commitment you can get better at it.

Product innovation
is the development or improvement of products in a way
that tries to solve problems for consumers, customers, companies or society at
large.
I N N O VAT I O N
Product innovation is not a walk in the park, but with hard work and commitment you can get better at it.

1 Requires excellence in 2. Training teams in charge of

strategy and planning launching products.
.
3. Pushing the boundaries in innovation. 4. Powerful value proposition.

5. Strong differentiation  6. Easy to use by early adopters.

from the competition. 
 An
exam
ple
Viet in
nam
 1 was established in March 2012

< > LAZADA.CO

M
X .
2. An e-commerce exchange company,
-% providing products in different categories.

$
3. A part of LazadaGroup owned by
Alibaba Group – a multinational 
e-commerce group  
Development Stage 
Before 2018

1 In 2012, Lazada was just a small

company,
. often mistaken for an online store.

2. In 2013, Lazada only had a small warehouse in Cat Lai (HCM),

everything was done manually. 

Lazada had quickly risen to the top,

3. becoming a giant in the field of e-commerce for many
years.
Development Stage 
Before 2018

< > LAZADA.CO X

M

Lazada is the most searched e-commerce business

in 2017
 DOWNTURN stage
2018

Reasons

1 The Incultural  conflict.
2018, Shopee has risen up that make
. Lazada fallen off its position.
2. Heterogeneity of the leadership.
3. The lengthy takeover process by
Alibaba's management team.
• Was founded in Southeast Asia.
 
• A multinational e-commerce platform.
 
• Simple action, easy to find.

• Stretching sale market to vary the price

and choice.

• Hit strongly on the "freeship" mentality

of buyers.

• Advertising & social media

campaign.
 Shopee

Tiki

Lazada

Tgdđ

Sendo

0 25 50 75 100 125

Lazada dropped to the 3rd position in terms of visitors in Q4 2018 (million

visitors)
<Source: Statista>
Comeback to the e-commerce marketplace
with innovation

Technology development,
Logistics system. e-commerce business
development strategy.

Researching & bringing Fashion & beauty

many new tools. shopping platform.

LazMall Department decoration tools

 Member

Pham Nguyen Thu Tam

Vo Hoang Thao Nguyen

Group Nguyen Thi Mai Suong

2 Nguyen Thi Truc Ly

Lam Nguyen The Khang

Van Pham Cam Tu

Thanks for watching

Have a nice day !