1. New Product Project Deliverable 1

2. Description of the New Product Idea A 1-paragraph verbal description of your “finalized” new product idea.

3. Trends & Unmet Consumer Needs Trends affecting the industry & unmet consumer needs, with the implications for your new product idea (attach articles you found in your research & any interesting & relevant new product examples). Use these to support why your new product idea makes sense to introduce now.

5. Mature, growing, nascent

6. Industry size & growth rate

10. Perceptual Maps 3 perceptual maps that show on an XY axis, the key attributes consumers of the category value most, & how your product will have a meaningful point of difference vs. its competitors.

12. Hypothetical Perceptual Map This Does Not Reflect the Thinking of Apple

13. Gentleness Optimal Place to be Tylenol Bufferin Advil Nuprin Excedrin Bayer Private- Label aspirin Effectiveness Anacin Optimal Place to Be Perceptual Map of Pain Relievers

14. Concept Board(s) Pre & Post Consumer Research

15. The Ideal Concept Board

16. Pre & Post Qualitative Testing Concept Boards Submit the concept board you showed consumers & a final board with the changes you made based on their feedback.

17. Marketing Research Key Findings Summarize the reaction of consumers to your idea, what you learned from the qualitative research, & how you decided to adapt your product as a result.

19. The items in your line

22. Samsung’s Jitterbug To Seniors, (Target) Samsung’s Jitterbug is the cell phone (FOR) That has a large display & big buttons (POD) Which is good because it will be easier to see & you won’t need to put on your glasses. (End Benefit)

23. The DisneyPhone To parents of young girls, the Disney phone is the means of communication between you & your daughter, that your child will want to carry, which is good because now you can always reach them. To little girls, The Disney phone is the cell phone that’s pretty & has one of your favorite characters which is good because now you can call your friends or your parents when ever you want.

24. Brand Positioning

25. Volume Forecast Provide a volume forecast for years 1-5, using the BASES model or a “bottom up” approach. Use your best guess & include the key assumptions of your forecast.

26. New Product Total Volume Forecast Trial Volume # of Households in Target Population Trial Rate Average Trial Units Per Purchase X X + Repeat Volume # of Trying Households Repeat Rate Repeat Purchases Per Repeater Average Repeat Units Per Purchase X X X

28. What repeat purchase rate?

29. Average number of repeats/yr

30. Average amount per purchase occasion

33. Is it a premium or value brand?

35. What will be the phasing of the roll-out/sequence/timing?

41. OverarchingCreative Idea Because there’s so much resting on your tires When it absolutely has to get there overnight You deserve a break today Because you’re worth it!

42. Launch Marketing Ideas & Integrated Marketing Flowchart Provide Year 1 & “ongoing” marketing budgets for the P&L. Provide launch marketing ideas to create awareness & repeat purchase for the new product. Create an integrated marketing flowchart to show the key marketing activities.

43. Optional Iced Tea Brand

44. Projected 5-YearCash Flow Statement Yr 0Yr 1Yr 2Yr 3Yr 4Yr 5 Sales Revenue 0 $11,889 $15,318 $19,654 $28,253 $32,491 Cost of Goods Gross Margin Development costs Marketing costs Allocated overhead Net operating income Impact of cannibalization Net contribution Discounted contribution -3,500 -1,113 1,6911,8772,343 2,346 Cumulative discounted cash flow -3,500 -4,613 -2,922 -1,045 1,298 3,644 Breakeven X Payback X Make some assumptions but don’t agonize over it!

45. Sensitivity Analysis/Risks & Hedges What could go right to make your new product even more successful What could go wrong that would cause the product to perform worse than projected?