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PHARMASIM NEW PRODUCTS Consumer Product & Brand Management Marketing 3349
What Is A New Product? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Risks of New Products ,[object Object],[object Object],[object Object]
The Risks of New Products ,[object Object],[object Object],[object Object]
Why New Products Fail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Importance of Brand Associations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Associations and Line/Brand Extension ,[object Object],Source: Wes Hutchinson B C REALITY Higher income D E Higher price, & benefits   Segment 2     E D C Original Market New Market 0 2 4 6 8 Breath Mint Toothbrush Close-Up Crest 0 2 4 6 8 Waffles Lollipops Cheerios Froot Loops 0 2 4 6 8 Moisturizer Deodorant Camay Irish Spring 0 2 4 6 8 Video Games CellularPhone Apple IBM 0 2 4 6 8 Bottled Water Scotch Coors Budweiser
Brand Associations and Line/Brand Extension Apple's "user-friendly" image extended best to video games; IBM's "serious business" image extended best to cellular phones. Close-Up's singles-oriented, "romantic" image extended best to breath mints; Crest's family-oriented "dental health" image extended best to toothbrushes. Source: Wes Hutchinson B C REALITY Higher income D E Higher price, & benefits   Segment 2     E D C Original Market New Market 0 2 4 6 8 Breath Mint Toothbrush Close-Up Crest 0 2 4 6 8 Waffles Lollipops Cheerios Froot Loops 0 2 4 6 8 Moisturizer Deodorant Camay Irish Spring 0 2 4 6 8 Video Games CellularPhone Apple IBM 0 2 4 6 8 Bottled Water Scotch Coors Budweiser

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New product development

  • 1. PHARMASIM NEW PRODUCTS Consumer Product & Brand Management Marketing 3349
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  • 9. Brand Associations and Line/Brand Extension Apple's "user-friendly" image extended best to video games; IBM's "serious business" image extended best to cellular phones. Close-Up's singles-oriented, "romantic" image extended best to breath mints; Crest's family-oriented "dental health" image extended best to toothbrushes. Source: Wes Hutchinson B C REALITY Higher income D E Higher price, & benefits   Segment 2     E D C Original Market New Market 0 2 4 6 8 Breath Mint Toothbrush Close-Up Crest 0 2 4 6 8 Waffles Lollipops Cheerios Froot Loops 0 2 4 6 8 Moisturizer Deodorant Camay Irish Spring 0 2 4 6 8 Video Games CellularPhone Apple IBM 0 2 4 6 8 Bottled Water Scotch Coors Budweiser