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Concept Development
and Testing
Presenter:
RUEL A. PAJONILLAN
JURRY S. DALMAN
 definition
Concept development and testing is a
crucial stage in the new product or service
development. It takes place early on in the
process and helps to identify key perceptions,
user needs and wants associated with the
product or service. It involves coming up with
a detailed description of an idea, explained
from the perspective of your customer.
 A concept typically highlights the best features of
the proposed solutions in terms of:
(1) convenience, (2) usability, (3) quality, (4)
functionality, (5) performance, and (6) price.
Surviving ideas must next to be developed into a
product concept. It is important to distinguish
between a product idea, product concept, and a
product image.
 Product Product Product
Idea Concept Image
It is an idea for Is a detailed Is the way
a possible version of idea consumers
product that stated in picture an
the company meaningful actual or
can see itself costumer potential
offering to the terms. product.
market.
 Example:
Suppose a car manufacturer figure out
how to design an electric car that can
go as fast as 60 miles an hour and as
fast as 80 miles before needing to be
recharged. The manufacturer estimates
that the electric car’s operating cost will
be about half of those of a regular car.
This electric car is a product idea. Customers,
however, do not buy a product idea; they buy a
product concept. The marketer needs to developed
this idea into some alternative product concept, find
out how attractive each concept to customers, and
choose the best one.
 Concept 1: An inexpensive subcompact
design a second family car to be used by the
The
homemaker for the short shopping trips.
following The car is ideal for loading groceries and
product hauling children and it is easy to enter.
concept
might be Concept 2: a medium-cost medium-size car
created for design as an all-purpose family car.
the electric
car: Concept 3: a medium-cost sporty compact
appealing to young people.
Concept 4: an inexpensive subcompact
appealing to conscientious people who
want basic transportation, low fuel cost,
and low pollution.
Thank You
Any Questions ?