Weitere ähnliche Inhalte
Ähnlich wie Session 01 introduction
Ähnlich wie Session 01 introduction (20)
Session 01 introduction
- 1. New Product Development
Session 1: Introduction
June 6, 2010
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 2. Agenda
• Let’s breaking the ice
• “New Product” defined
• Why study New Product Development?
• Issues in New Product Development
• Course plan
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 3. Dr. Jay Jootar ดร. เจน จฑา
Professional
• Current: Venture Catalyst
NECTEC (Executive Board)
• Finance: Asset Plus Securities, JP Morgan
• Consulting: McKinsey & Co.
• Hi-tech: ITT Industries, Intel Corporation,
Envoy Network, Verizon Comm.,
True Corp
Education
• PhD: MIT Sloan School of Management
• MBA: MIT Sloan School of Management
• Bachelor of Engineering: Chulalongkorn University
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 4. Agenda
• Let’s breaking the ice
• “New Product” defined
• Why study New Product Development?
• Issues in New Product Development
• Course plan
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 5. Newness defined
• New to the market
– What are customer behavior towards new products?
• New to the company
– How companies can manage the impacts of new
product to the way they do things?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 6. Categories of New Product
• New-to-the-world products
• New product lines
• Additions to existing product lines
• Improvements and revisions to existing products
• Repositionings
• Cost reductions
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 7. Drivers of New Product
• Technology advances
• Changing customer needs
• Shortening product life cycles
• Increased world competition
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 8. Agenda
• Let’s breaking the ice
• “New Product” defined
• Why study New Product Development?
• Issues in New Product Development
• Course plan
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 9. Success stories
Worldwide Thailand
• Apple Computer • Hi-speed Internet
• Microsoft Windows • Raknarok
• Microsoft Office • Red Bull
• Google • Oishi Green Tea
• iPod, iPhone, iPad • Pepsi Max/Diet Coke
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 10. Apple Computer
Windows 7
Question: Why did Apple lost market share to Wintel (PC based on Intel hardware and Microsoft OS)?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 11. Microsoft Windows
MS DOS (on IBM PC) Windows 98 Windows 7
Question: What are the other competing O.S. and how do they compare to Microsoft Windows?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 12. Microsoft Office
Question: How important is Microsoft Office to Microsoft as a company?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 14. iPod, iPhone, iPad
Question: What would happen to the competition between iPhone, Android, and Blackberry?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 15. hi-speed internet
Question: What are the most important challenge facing True hi-speed in the near future?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 16. Ragnarok
Question: What is the basis of competition in online game?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 17. Mama
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 18. Red Bull
Question: What is the basis of success for Red Bull?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 19. Oishi Green Tea
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 20. Pepsi Max/Diet Coke
Question: What would you do if you were Pepsi to grab more market share from Coke Zero?
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 21. New product driving financials
• New products (less than 5 years) account for
– 33% of U.S. company sales, on average.
– In some dynamic industries, the figure is 100%.
– In top 22% of the U.S. benchmark firms, 49.2% of sales and
profits are derived from new products
• For successful new products,
– average ROI is 96.9%,
– payback period is 2.5 year,
– and market share in their defined target markets is 47.3%
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 22. Product underlies other 3 P’s
Marketing
Prom ot ion
Place
Price ( & Quant it y)
Pr oduct
Know ledge, Process & Syst em , Cult ur e
Non-Marketing
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 23. Agenda
• Let’s breaking the ice
• “New Product” defined
• Why study New Product Development?
• Issues in New Product Development
• Course plan
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 24. High odds of failure
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 26. Problems and Pitfalls
• A lack of market orientation
• Poor quality of execution
• Moving too quickly
• Not enough up-front homework
• A lack of product value for the customer
• No focus, too many projects, and a lack of
resources
• The lack of systematic new product process
with discipline
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 27. Lack of NPD process consistency
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 28. Two right things to do
A. Doing the right projects
B. Doing the projects right
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 29. Doing the right projects
• The number one success factor is a unique
superior product: a differentiated product that
delivers unique benefits and superior value to
the customer
• Look to the world product – An international
orientation in product design, development,
and target marketing provides the edge in
product innovation
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 30. Doing the right projects
• Leveraging core competencies is vital to
success – “step-out” projects tend to fail
• Products aimed at attractive markets do
better: market attractiveness is a key project-
selection criterion
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 31. Doing the right projects
• Sharp and early product and project definition
is one of the key differences between winning
and losing at new products
• Successful businesses build tough Go/Kill
decision points into their new product
process, where projects really do get killed:
better focus is the result.
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 32. Doing the projects right
• A strong market orientation – a market-driven
and customer-focused new product process –
is critical to success
• More predevelopment work – the homework
– must be done before product development
gets under way
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 33. Doing the projects right
• A well-conceived, properly executed launch is
central to new product success. And a solid
marketing plan is at the heart of the launch
• The right organizational structure, design,
and climate are key factors in success
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 34. Doing the projects right
• Top management support doesn’t guarantee
success, but it sure helps. But many senior
managers get it wrong
• New product success is controllable: More
emphasis is needed on completeness,
consistency, and quality of execution of key
tasks from beginning to end of project
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 35. Doing the projects right
• The resource must be in place- there is no
free lunch in product innovation.
• Speed is everything! But not at the expense
of quality of execution
• Companies that follow a multistage,
disciplined new product success fare much
better
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 36. Agenda
• Let’s breaking the ice
• “New Product” defined
• Why study New Product Development?
• Issues in New Product Development
• Course plan
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 37. Objective
1. Provide understanding of end-to-end
management of new product development
process
2. Equip with necessary tools for different
stages in the process
3. Practice the skills for building a
successful products/service
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 38. Methods
Lecture
• Background Theory
• Methodology review and practice
• Case examples
Papers
• Real business and execution plan development
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 39. Process-oriented Lecture
Conceptualize Develop Launch
Opportunity Product Pre-launch testing
development System Architecting and Planning
Market Space Development process Managing through
Mapping Life-Cycle
Project Management
Product Decisions
Marketing
Business Model
Pricing New Product
Design
Sales and Channel
Marketing Strategy
Management
Total Business
Marketing
Case Development
Communication
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 40. Class schedule
TOPICS Assignment Due
INTRODUCTION 1 06-Jun-10 Introduction
CONCEPT 2 13-Jun-10 Opportunity Development
3 20-Jun-10 Market Space Mapping
4 27-Jun-10 Positioning and Core Capabilities Assignment 1
5 04-Jul-10 Business Model Design
6 11-Jul-10 Marketing Strategy
7 18-Jul-10 Total Business Case Development
DEVELOP Product 8 25-Jul-10 System Architecting
9 01-Aug-10 Development Process Assignment 2
10 08-Aug-10 Project Management
Marketing 11 15-Aug-10 Pricing New Product
12 22-Aug-10 Sales and Channel Management
13 29-Aug-10 Marketing Communication
LAUNCH 14 05-Sep-10 Launching new product
15 12-Sep-10 Business plan presentation Assignment 3
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 41. Grade
Score breakdown Percent of total
Paper #1: Opportunity 15
Paper #2: Business Model 25
Paper #3: Total Project Plan 35 Group
Business plant presentation 15
Class participation 10 Individual
100
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 42. Papers
• Group of at most 4 students
• Act as group of entrepreneurs eager for capital from
investors with real markets & products
• Submit paper and present business case and execution
plan to review for capital request
• Potential for a real business after class
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com
- 43. Text Book
• Cooper, R. G., “Winning at New Products:
Accelerating the process from idea to launch”,
2001, Basic Books
© 2010 Dr. Jay Jootar
Slides downloadable from www.vcthailand.com