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New market offerings
1.
Introducing New Market Offerings Marketing
Management, 13th ed 20
2.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-2 Chapter Questions • What challenges does a company face in developing new products and services? • What organizational structures and processes do managers use to manage new-product development? • What are the main stages in developing new products and services?
3.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-3 Chapter Questions (cont.) • What is the best way to manage the new-product development process? • What factors affect the rate of diffusion and consumer adoption of newly launched products and services?
4.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-4 Johnson & Johnson Emphasizes New Product Development
5.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-5 Categories of New Products New-to-the-world Cost reductions New product lines Additions Improvements Repositionings
6.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-6 The World’s Most Innovative Companies • Apple • Google • Toyota • General Electric • Microsoft • Procter & Gamble • 3M • Walt Disney • IBM • Sony • Wal-Mart • Honda • Starbucks • Target • BMW • Samsung
7.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-7 Seven Notions of Innovation • See the future through the eyes of your customer • Intellectual property and brand power are key assets • Use digital technology to create tools for customers • Build a championship team • Innovation is a state of mind • Speed is critical, so push your organization • Partner up if you’re not the best
8.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-8 Factors That Limit New Product Development • Shortage of ideas • Fragmented markets • Social and governmental constraints • Cost of development • Capital shortages • Faster required development time • Shorter product life cycles
9.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-9 Table 20.4 Finding One Successful New Product
10.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-10 What is a Venture Team? A venture team is a cross-functional group charged with developing a specific product or business; intrapreneurs are relieved of other duties and provided a budget and time frame.
11.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-11 Criteria for Staffing Venture Teams • Desired team leadership style • Desired level of leader expertise • Team member skills and expertise • Level of interest in concept • Potential for personal reward • Diversity of team members
12.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-12 Figure 20.2 The New Product Development Decision Process
13.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-13 Ways to Find Great New Ideas • Run informal sessions with customers • Allow time off for technical people to putter on pet projects • Make customer brainstorming a part of plant tours • Survey your customers • Undertake “fly on the wall” research to customers
14.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-14 More Ways to Find Great Ideas • Use iterative rounds with customers • Set up a keyword search to scan trade publications • Treat trade shows as intelligence missions • Have employees visit supplier labs • Set up an idea vault
15.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-15 Drawing Ideas from Customers • Observe customers using product • Ask customers about problems with products • Ask customers about their dream products • Use a customer advisory board or a brand community of enthusiasts to discuss product
16.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-16 Idea Generation: Creativity Techniques • Attribute listing • Forced relationships • Morphological analysis • Reverse assumption analysis • New contexts • Mind mapping
17.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-17 Lateral Mapping • Gas stations + food • Cafeteria + Internet • Cereal + snacking • Candy + toy • Audio + portable
18.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-18 Variations on Failure • Absolute product failure • Partial product failure • Relative product failure
19.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-19 Table 20.5 Product-Idea Rating Device
20.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-20 Concepts in Concept Development • Product idea • Product concept • Category concept • Brand concept • Concept testing
21.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-21 Concept Testing • Communicability and believability • Need level • Gap level • Perceived value • Purchase intention • User targets, purchase occasions, purchasing frequency
22.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-22 Figure 20.6 Utility Functions Based on Conjoint Analysis
23.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-23 Marketing Strategy • Target market’s size, structure, and behavior • Planned price, distribution, and promotion for year one • Long-run sales and profit goals and marketing-mix strategy over time
24.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-24 Figure 20.7 Product Life Cycle Sales for Three Product Types
25.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-25 Table 20.6 Projected Five-Year Cash-Flow Statement (in thousands $)
26.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-26 Product Development • Quality function deployment (QFD) • Customer attributes • Engineering attributes
27.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-27 Prototype Testing • Alpha testing • Beta testing • Rank-order method • Paired-comparison method • Monadic-rating method • Market testing
28.
Copyright © 2009
Pearson Education, Inc. Publishing as Prentice Hall 20-28 Consumer Goods Market Testing • Sales-Wave Research • Simulated Test Marketing • Controlled Test Marketing • Test Markets
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Pearson Education, Inc. Publishing as Prentice Hall 20-29 Test Market Decisions • How many test cities? • Which cities? • Length of test? • What information to collect? • What action to take?
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Pearson Education, Inc. Publishing as Prentice Hall 20-30 Timing of Market Entry • First entry • Parallel entry • Late entry
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Pearson Education, Inc. Publishing as Prentice Hall 20-31 Criteria for Choosing Rollout Markets • Market potential • Company’s local reputation • Cost of filling pipeline • Cost of communication media
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Pearson Education, Inc. Publishing as Prentice Hall 20-32 What is Adoption? • Adoption is an individual’s decision to become a regular user of a product.
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Pearson Education, Inc. Publishing as Prentice Hall 20-33 Stages in the Adoption Process Awareness Interest Evaluation Trial Adoption
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Pearson Education, Inc. Publishing as Prentice Hall 20-34 Figure 20.6 Adopter Categorization
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Pearson Education, Inc. Publishing as Prentice Hall 20-35 Characteristics of an Innovation • Relative advantage • Compatibility • Complexity • Divisibility • Communicability
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Pearson Education, Inc. Publishing as Prentice Hall 20-36 Marketing Debate Who should you target with new products? Take a position: 1. Consumer research is critical to new-product development. or 2. Consumer research may not be all that helpful in new-product development.
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Pearson Education, Inc. Publishing as Prentice Hall 20-37 Marketing Discussion Think about the last new product you bought. How do you think its success will be affected by the five characteristics of an innovation?
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