chapter 10 developing and managing products
DESCRIPTION
Chapter 10 Developing and Managing Products. Types of innovations. Continuous innovations - normal upgrading, no change in user behaviors. New to the market New to seller New to producer Discontinuous innovations – require users to change behaviors. New-to-the-world products. NPD Process . - PowerPoint PPT PresentationTRANSCRIPT
Chapter 10Developing and Managing Products
Types of innovationsContinuous innovations - normal upgrading,
no change in user behaviors.New to the marketNew to sellerNew to producer
Discontinuous innovations – require users to change behaviors. New-to-the-world products.
3. Business Analysis3. Business Analysis
NPD Process
1. Idea1. IdeaGenerationGeneration
2. Idea2. IdeaScreeningScreening
4. Development4. Development5. Test marketing5. Test marketing
6. Commercialization6. Commercialization
Many -- employees, customers, suppliers, distributors, competitors
Reduce # quickly
Alternative versions,describe in consumer terms
Physical product, $$$
New Product Development2. Idea Screening (what do we have? +/-)
• In pharmacy, 1 of 5,000 new drug ideas is common
• In autos, 1 of 20 new car concepts is made to prototype
• Point? Brainstorm, then cut via research
• Short and long run $ performance• Social issues:
• Consumer welfare (Ben and Jerry’s)• Safety ( Marlboro cigarettes) –
liability (McDonald’s hot coffee)
New Product Development 3. Business Analysis
• Examine consumer perceptions (Coors banquet beer)
• Consider view of retailers and wholesaler (Frito Lay)
4. Development (can go hand-in-hand with analysis)• Product tests (New Coke, movies)• Risky: (leaks, skewed results)• Virtual product development: examine without
construction • Prototype product and marketing strategy• Longest process (Minute Rice took 18 years!)
Concept Test
Concept Test A test to evaluate a new-product idea, usually before any prototype has been created.
Test MarketingStandard
Test Market+Costs+Brand Equity -Jamming-Duplication
Limited introduction in a small market supported by a full-fledged marketing campaign to gauge customer reactions
Product Life Cycle
A concept that provides a way to trace the stages of a product’s acceptance, from its introduction (birth) to its decline (death).
Product Life Cycles
Time
Dol
lars
Introduction Growth Maturity DeclineIntroduction Growth Maturity Decline
IndustryIndustry SalesSales
IndustryIndustry ProfitsProfits
0
Product Life Cycles
Time
INTRODUCTION GROWTH MATURITY DECLINE
ProductStrategy
DistributionStrategy
PromotionStrategy
PricingStrategy
Limited modelsFrequent changes
More modelsFrequent changes.
Large number of models.
Eliminate unprofitable
models
LimitedWholesale/
retail distributors
Expanded dealers. Long-term relations
Extensive.Margins drop.Shelf space
Phase out unprofitable
outlets
Awareness. Stimulate
demand.Sampling
Aggressive ads.Stimulatedemand
Advertise. Promote heavily
Phase outpromotion
High to recoupdevelopment
costs
Fall as result ofcompetition &
efficient produc-tion.
Prices fall (usually).
Prices stabilize at low level.
Sale
s
Some misconceptions about PLC
At the level of the category and not the brand – Cell phones not CINGULAR wireless.
Different products go through the stages differently.
Timing of stages may vary substantially.
Product Life CycleCriticisms:
Self fulfilling prophecyAll do not follow patternProduct may be in different stages by the
market
What do you see are the advantages of the PLC? Why should m.managers care?
Product Life Cycle Factors that may speed products through
PLC:1. Ease of trial (supermarkets, no risk, test drive)2. Ease of use (some assembly required; Toys R Us
(bike); Gateway store)3. Easy to communicate advantages (Always low
price; cars)4. Compatible with customer experience (Poland &
free samples)
The Consumer Adoption Process
Adoption process: series of stages for which consumers decide whether or not to become a regular user of a new product, including:AwarenessInterestEvaluationTrialAdoption or rejection
Diffusion
Diffusion The process by which the adoption of an innovation spreads.
Adopter Categories
LO6 Diffusion Process and PLC Curve
Innovators
Early adopters
Early majorityLate majority
Laggards
ProductProductlife cyclelife cyclecurvecurve
DiffusionDiffusioncurvecurve
Introduction Growth Maturity Decline
Sale
s
Product Characteristics and the Rate of Adoption
Trialability
Observability
Relative Advantage
Compatibility
Complexity