Escolar Documentos
Profissional Documentos
Cultura Documentos
Long-term
Long-term commitment
commitment
Company-specific
Company-specific approach
approach
Capitalize
Capitalize on
on experience
experience
Establish
Establish an
an environment
environment
New-Product
Development Process
New-Product Strategy
Idea Generation
Idea Screening
Business Analysis
Development
Test Marketing
Commercialization
New Product
Idea Generation
Where Good Product Ideas Come From
Customers
Employees
Distributors
Competitors
Sources of Vendors
New-Product
R&D
Ideas
Consultants
Tips for Successful
New Product Development
Disperse R & D around the globe
Flatten hierarchy
Welcome mistakes
Business Analysis
To Ensure Project is Feasible
Demand
Considerations
Considerations Cost
in
in
Business
Business
Analysis
Analysis Stage
Stage Sales
Profitability
Product Development
Different Aspects of Development
Creation of prototype
Marketing strategy
Packaging, branding,
labeling
Promotion, price, and
distribution strategy
Manufacturing feasibility
Final government approvals if needed
Test Marketing
Simulated (laboratory)
market
testing
Production
Production
Inventory
Inventory Buildup
Buildup
Distribution
Distribution Shipments
Shipments
Sales
Sales Training
Training
Trade
Trade Announcements
Announcements
Customer
Customer Advertising
Advertising
New-Product Development Process
From Ideas to Market
Why New Products Fail
No discernible BENEFITS
POOR MATCH between features
and customer desires
Overestimation of market SIZE
Incorrect POSITIONING
PRIE too high or too low
Inadequate DISTRIBUTION
Poor PROMOTION
INFERIOR product
Factors in Successful New Products
Project-based team
Vision of future market
approach
Diffusion
Diffusion
The process by which the
adoption of an innovation
spreads.
Categories of Adopters
Innovators
Innovators
Early
Early Adopters
Adopters
Early
Early Majority
Majority
Late
Late Majority
Majority
Laggards
Laggards
Product Characteristics and
how fast new products are adopted
Complexity
Complexity
Compatibility
Compatibility
Relative
Relative Advantage
Advantage
Observability
Observability
Trialability
Trialability
Sales of New Audio Products
Marketing Implications
of the Adoption Process
Word
Word of
of Mouth
Mouth
Communication
Communication
Aids
Aidsthe
the
Diffusion
DiffusionProcess
Process
Direct
Directfrom
from
Marketer
Marketer
Diffusion Process for New Products
Product Life Cycle
Product
Product A concept that provides a
Life
LifeCycle
Cycle way to trace the stages of
a products acceptance,
from its introduction
(birth) to its decline
(death).
Product Life Cycle
Profits
0
Time
Product Life Cycles for
Styles, Fashions, and Fads
U.S. Sales of Televisions
Introductory Stage
Product
life cycle
Sales
curve
Early majority
Late majority
Early adopters
Innovators
Laggards
Diffusion
curve
Product Life Cycles
INTRODUCTION GROWTH MATURITY DECLINE
Product Limited models More models Eliminate
Large number
Strategy Frequent Frequent unprofitable
of models.
changes changes. models
Time