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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin DEVELOPING NEW PRODUCTS AND SERVICES.
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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin DEVELOPING NEW PRODUCTS AND SERVICES
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Transcript of © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin DEVELOPING NEW PRODUCTS AND SERVICES.
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING NEW PRODUCTS
AND SERVICES
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Product Line and Product Mix
• Classifying Products• Type of User
Consumer goods Business goods
• Degree of Tangibility
• Services and New-Product Development
THE VARIATIONS OF PRODUCTS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Classification of Consumer Goods Convenience goods Shopping goods Specialty goods Unsought goods
CLASSIFYING CONSUMERAND BUSINESS GOODS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Classification of consumer goodsClassification of consumer goods
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Classification of Business Goods Production Goods Support Goods Installations Accessory Equipment Supplies Services
CLASSIFYING CONSUMERAND BUSINESS GOODS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• What is a New Product?• Newness Compared with Existing Products
• Newness in Legal Terms
• Newness from the Company’s Perspective
• Newness from the Consumer’s Perspective
NEW PRODUCTS AND WHY THEY SUCCEED AND FAIL
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Consumption effects define newnessConsumption effects define newness
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Marketing Reasons for Failures Insignificant “point of difference” Incomplete market and product definition
(Protocol) Too little market attractiveness Poor execution of the marketing mix Poor product quality or sensitivity Bad timing No economical access to buyers
NEW PRODUCTS AND WHY THEY SUCCEED AND FAIL
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
NEW-PRODUCT PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• New-Product Strategy Development• Objectives of the Stage: Identify Markets
and Strategic Roles
• 3M: Cross-Functional Teams, Six Sigma, and Lead Users
THE NEW-PRODUCT PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Idea Generation• Customer and Supplier Suggestions
• Employee and Co-Worker Suggestions
• Research and Development Breakthroughs
• Competitive Products
THE NEW-PRODUCT PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Screening and Evaluation• Internal Approach
• External Approach
THE NEW-PRODUCT PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Business Analysis
• Development
• Market Testing• Test Marketing
THE NEW-PRODUCT PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Six important U.S. test marketsSix important U.S. test markets
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Market Testing • Simulated Test Markets
• When Test Markets Don’t Work
THE NEW-PRODUCT PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Commercialization• Burger King’s French Fries: The
Complexities of Commercialization
• The Risks and Uncertainties of the Commercialization Stage Slotting fee Failure fee
• Speed as a Factor in New-Product Process
THE NEW-PRODUCT PROCESS
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing Marketing information and information and methods methods used in the new-used in the new-product processproduct process
