文档介绍：Chapter 11
Developing New
Objectives
Challenges in New Product Development (NPD)
Organizational Structure & NPD
Stages & Management of NPD
Diffusion & Adoption of New Products
Why New Products Fail
“Over Championing”
Overestimated Demand
Poor Design
Poor Marketing Execution
High Development Costs
petitive Reaction
Challenges in NPD
Idea Shortage
Fragmented Markets
Social & Governmental Constraints
Cost
Capital Shortage
Need for Speed
Shorter Product Life Cycles
New Product Development Process
Idea
Generation
Concept
Development
and Testing
Marketing
Strategy
Development
Idea
Screening
Business
Analysis
Product
Development
Market
Testing
Commercialization
Probability of ess
Probability
of pletion
Overall
probability
of ess
=
Probability mercialization
given pletion
X
Probability of
economic
ess mercialization
X
Concept Development & Testing
1. Develop Product Ideas into
Alternative Product Concepts
2. Concept Testing - Test the Product
Concepts with Groups of Target Customers
3. Choose the Best One
High price/oz.
Low in calories
Low price/oz.
High in calories
Product & Brand Positioning
(a) Product-positioning
map
(breakfast market)
Expensive
Slow
Inexpensive
Quick
Bacon
and
eggs
Pancakes
Instant
breakfast
Cold
cereal
Hot
cereal
b) Brand-positioning
map
(instant breakfast market)
Brand C
Brand B
Brand A
Conjoint Analysis
Brand name
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Utility
0
| | |
K2R Glory Bissell
Retail Price
Utility
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0
| | |
$ $ $
Good Housekeeping Seal?
Utility
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0
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No Yes
Utility
Money-Back
Guarantee?
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0
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No Yes
Consumer-Goods Market Testing
Sales-
Wave
Research
Test offering trail to
a sample of
consumers in
essive
periods.
Simulated
Test Market
Test in a simulated
shopping environment
to a sample of
consumers.
Standard
Test Market
Full marketing campaign
in a small number of
representative cities.
Controll