13. Product Development Types Switches, motors, batteries, containers. Snack foods, cereal, chemicals, semiconductors. Consumer electronics, computers, printers. Synthetic Fabrics Sporting goods, furniture, tools. Examples Similarity of projects allows for a highly structured development process. Development is almost like a production process. Both process and product must be developed together from the very beginning, or an existing production process must be specified from the beginning. Concept development assumes a technology platform. Additional initial activity of matching technology and market. Concept development assumes a given technology. Distinctions with respect to the generic process New products are slight variations of existing configurations. Characteristics of the product are constrained by the production process. The firm assumes that the new product will be built around the same technological subsystem as an existing product. The firm begins with a new technology, then finds an appropriate market. The firm begins with a market opportunity, then finds an appropriate technology to meet customer needs. Description Customisation Process Intensive Platform Products Technology Push Generic (Market Pull)
15. New Product Development Process Concept Screening* Test Marketing* Opportunity Identification Idea Generation Concept Development Product Development Positioning Development Commercial-isation “ The Fuzzy Front End” *”Stage Gates” Marketing Plan Development
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19. Market Research Options Pre-Prototype Post-Prototype Qualitative Quantitative Depth Interviews Focus Groups Expert Judgment Surveys Concept Tests Perceptual Maps Conjoint Analysis Product Use Tests Lab Test Market Test Market
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