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New Product Development
1. The MAANZ MXpress Program
New Product Development
Dr Brian Monger
Copyright May 2013.
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These
notes may be used only for personal study associated with in the above referenced course and not in any
education or training program. Persons and/or corporations wishing to use these notes for any other purpose
should contact MAANZ for written permission.
7. New to the
Organisation
New to the
World
New to a
Specific Market
New
Application/
Product
Extension
Newness to Market
Low High
Newness to
Organisation
High
Low
Figure 1 Offer Types
38. 38
In assessing the product, the supplier needs to
consider:
• Maintaining brand identity ‐ ensure the new
product is in line with existing brand(s) focus:
• Will the new product maintain consistency
across all existing brand touch‐points? Will the
new product leverage and/or reinforce the
brand?
• Cannibalisation ‐ How will the new product
affect the existing product line ?
• Category growth ‐ Will the new product create
additional growth in its category ?
39. 39
Things That Drive Successful and Innovative
Organisations
• Store space availability ‐ there is only so much shelf or floor space
available in retail stores. Will something need to be removed?
• Wear‐out factor ‐ At what point will a campaign lose its
effectiveness due to overplay ?
• Production/supply timelines ‐ How quickly can we come to
market? Can we meet demand, or more demand than expected?
• Training ‐ What is required to train salespeople and retail
salespeople ?
• Relationship building: segment needs/channel needs ‐ Will this
product aid in building better relationships with distributors and
end users ?