final ppt on product dvlpmnt 2003 frmat

8/3/2019 Final Ppt on Product Dvlpmnt 2003 Frmat

1/45

Pankaj K Gupta

Himani Chauhan

Pankaj K Dhapola

Monika chaudhary Paras Sharma

Sanjeev Kumar

Deepanshu Chugh


2/45

It is a broad field that deals with

Design

Creation

Marketing of new productAlso known as New Product Development ( NPD )

The main focus is on

Developing a systematic methods for guiding allthe processes involved in getting a new product tomarket.


3/45

BEST PRACTICES CATEGORIES

TITLEManagement

leadership (11)

Early involvement

(9)

Product develop-

ment teams (12)

Organizational

environment (11)

Process management

(11)

Process improvement

(8)

Customer orientation

(6)

Requirements & speci-

fications management

(9)

Development process

integration (7)

Supplier/subcontractor

integration (7)

Transition to produc-

tion (6)

Configuration

management (9)

Design assurance (9)

Project & resource

management (10)

Product data (10)

Design automation

(12)

Simulation and

analysis (9)

Computer-aided

manufacturing (6)

Support

technology (7)

Knowledge organi-zation (4)

Business &

product strategy

(5)

Product planning

& management(11)

Technology

management (10)

Design for

manufac-turability

(12)

Product cost

management (12)

Robust design

(14)

Design for

testability (14)

Design foroperation &

support (12)

Strategy (26)Organization

(45) Process (82)Technology

(48)

Design Opti-mization (60))


4/45

Overestimation of Market Size Product Design Problems

Product Incorrectly Positioned, Priced or Advertised

Costs of Product Development

Competitive Actions

To create successful new products, the company must:

understand its customers, markets and competitors

develop products that deliver superior value to customers.


5/45

How well are we

doing? What improvementsare needed? Where do we

start? Should we

benchmark?

Productplanning

Integratedproductteams

Design formanufacturability

Projectplanning

Requirements

definition

Resourcemanagement

Solidsmodeling

Product datamanagement

Configurationmanagement

QFD

Earlyinvolvement

Analysis &simulation

Early supplierinvolvement

Empowerment

Designre-use

Top-down

design

MCAD

CAE


6/45

Product Development Strategic Objectives:

Time to market /development schedule

Low development cost

Low product cost

High product innovation and performance

Quality, reliability and dependability (robustness)

Service, responsiveness & flexibility to respond to

new product opportunities & markets

An organization cannot do everything superbly. It mustfocus on only one or two strategic objectives and be

competent in the other areas.


7/45

Idea Generation

Idea Screening

Concept Development and Testing Marketing Strategy

Business Analysis

Product Development Test Marketing

Commercialization


8/45

Systematic Search for New ProductIdeas

Internal sources

Customers

Competitors

Distributors

Suppliers


9/45


10/45

1. Develop Product Ideas intoAlternative

Product Concepts

2. Concept Testing - Test theProduct Concepts with Groups

of Target Customers

3. Choose the Best One


11/45

Part Two - Short-Term:Products Planned Price

DistributionMarketing Budget

Part Two - Short-Term:Products Planned Price

DistributionMarketing Budget

Part Three - Long-Term:Sales & Profit Goals

Marketing Mix Strategy

Part Three - Long-Term:Sales & Profit Goals

Marketing Mix Strategy

Marketing Strategy Statement Formulation

Part One - Overall:

Target MarketPlanned Product Positioning

Sales & Profit GoalsMarket Share

Part One - Overall:

Target MarketPlanned Product Positioning

Sales & Profit GoalsMarket Share


12/45

Business Analysis

Review of Product Sales, Costs,

and Profits Projections to See if

They Meet Company Objectives

If Yes, Move to

Product Development

If No, Eliminate

Product Concept


13/45

StandardTest Market

Full marketing campaign

in a small number ofrepresentative cities.

StandardTest Market

Full marketing campaign

in a small number ofrepresentative cities.

SimulatedTest Market

Test in a simulatedshopping environment

to a sample ofconsumers.

SimulatedTest Market

Test in a simulatedshopping environment

to a sample ofconsumers.

ControlledTest Market

A few stores that have

agreed to carry newproducts for a fee.

ControlledTest Market

A few stores that have

agreed to carry newproducts for a fee.


14/45

National expansion of product

Develop market rollout plan

Can involve significant capital investment

Brick & Mortar : Equipment

Can involve distribution costs

Slotting fees : Sales incentives

Build product into a Platform

Maintain growth and sustain competitiveadvantage


15/45

Time

ProductDevelop-

ment

Introduction

Profits

Sales

Growth Maturity Decline

Losses/Investments ($)

Sales andProfits ($)


16/45

SalesSales

CostsCosts

ProfitsProfits

Marketing ObjectivesMarketing Objectives

ProductProduct

PricePrice

Low salesLow sales

High cost per customerHigh cost per customer

NegativeNegative

Create product awarenessand trial

Create product awarenessand trial

Offer a basic productOffer a basic product

Use cost-plusUse cost-plus

DistributionDistribution Build selective distributionBuild selective distribution

AdvertisingAdvertising Build product awareness among earlyadopters and dealers

Build product awareness among earlyadopters and dealers


17/45

SalesSales

CostsCosts

ProfitsProfits


ProductProduct

PricePrice

Rapidly rising salesRapidly rising sales

Average cost per customerAverage cost per customer

Rising profitsRising profits

Maximize market shareMaximize market share

Offer product extensions, service,warranty

Offer product extensions, service,warranty

Price to penetrate marketPrice to penetrate market

DistributionDistribution Build intensive distributionBuild intensive distribution

AdvertisingAdvertising Build awareness and interest in themass market

Build awareness and interest in themass market


18/45

SalesSales

CostsCosts

ProfitsProfits


ProductProduct

PricePrice

Peak salesPeak sales

Low cost per customerLow cost per customer

High profitsHigh profits

Maximize profit while defendingmarket share

Maximize profit while defendingmarket share

Diversify brand and modelsDiversify brand and models

Price to match or best competitorsPrice to match or best competitors

DistributionDistribution Build more intensive distributionBuild more intensive distribution

AdvertisingAdvertising Stress brand differences and benefitsStress brand differences and benefits


19/45

SalesSales

CostsCosts

ProfitsProfits


ProductProduct

PricePrice

Declining salesDeclining sales

Low cost per customerLow cost per customer

Declining profitsDeclining profits

Reduce expenditure and milk the brandReduce expenditure and milk the brand

Phase out weak itemsPhase out weak items

Cut priceCut price

DistributionDistribution Go selective: phase out unprofitableoutlets

Go selective: phase out unprofitableoutlets

AdvertisingAdvertising Reduce to level needed to retainhard-core loyal customers

Reduce to level needed to retainhard-core loyal customers


20/45

New Product Development


21/45

It was founded by the Maggi family inSwitzerland in the 19th century, and

merged with Nestl in 1947.

Maggi was introduced in India in 1982.

Maggi is a Nestl brand of instantsoups, stocks, ketchups and instantnoodles.


22/45

Brand Element

Brand Name

Brand Signature

Colour Size

Tag Line

Packaging


23/45


24/45

MAGGI 2-Minute Noodles

MAGGI Noodles is available in 4

delectable flavors

1. Masala

2. Chicken

3. Tomato

4. Curry


25/45

An offering that exemplifies

Taste Bhi Health Bhi, MAGGI

Vegetable Atta Noodles is tasty

because it is loaded with

everyones favourite MAGGI

Masala and healthy because it

now has more real vegetables

and is packed with the power

of fiber.


26/45


27/45

MAGGI Cuppa Mania is a

combination of all the above! In

an easy to carry on-the-go Cup

format, MAGGI Cuppa Mania

comes in two mouth watering

variants

Masala Yo!

Chilly Chow Yo!


28/45

The Indian styleTomato Chat patSauce Lip smackingtastes and vibrantpackaging makeMAGGI Sauces trueto its slogan - It'sdifferent!


29/45

Pichkoo is a small doy

pack which makes

MAGGI Tomato ketchup

affordable to a host of

new consumers.


30/45

MAJOR PRODUCTS


31/45

Market Scenario:-

Growth Stage

80%Marketshare

No Competitors Expand the Business

TargetMarket


32/45

Case study on

schwan food company

any


33/45

The Schwan Food Company

Type Private

Industry Frozen food

Founded 1952

Founder(s) Marvin Schwan

Headquarters Marshall, Minnesota, USA

Key people Greg Flack, CEO

Employees 17,000

Website www.theschwanfoodcompany.com


34/45

About Schwan

The Schwan Food Company is a multibillion-dollar

private company with approximately 16,000 subsidiary

employees in the United States.

The company sells frozen foods from home-delivery

trucks, in grocery-store freezers, by mail and tothe food service industry.

The company's major business units include Schwan's

Home Service, Schwan's Consumer Brands, Schwan's

Food Service, and Schwan's Global Supply Chain. The US-based Schwan Food Company (Schwan), won

a lot of recognition for one of its new products, Red

Baron Stuffed Pizza Slices.


35/45


36/45


37/45


38/45


39/45


40/45


41/45


42/45


43/45


44/45


45/45

THANK YOU

final ppt on product dvlpmnt 2003 frmat

Documents