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This document outlines concepts in product and brand strategy from a marketing class. It discusses key aspects of product management including product design and product strategy. It provides examples of products that could and could not be created for the class. It also covers topics like how to gather customer inputs for product design through qualitative and quantitative methods. New product development stages and costs are outlined. The document concludes with discussions on product strategy, the Bass model for new product sales over time, and challenges managing a brand over the years in market.
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- 1. Product and Brand Strategy Prof Narayan Janakiraman Mktg 559 Spring 2011 Tuesday, June 7, 2011
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- 7. Product Management = 1. Product Design + 2. Product Strategy Tuesday, June 7, 2011
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- 14. WHO? Tuesday, June 7, 2011
- 15. HOW? Tuesday, June 7, 2011
- 16. HOW MANY? Tuesday, June 7, 2011
- 17. INFORMATION PUMP Tuesday, June 7, 2011
- 18. Products that CAN be created in this class... Tuesday, June 7, 2011
- 19. Products that CAN be created in this class... HEAD BLADE Tuesday, June 7, 2011
- 20. Products that CAN be created in this class... SLANKET Tuesday, June 7, 2011
- 21. Products that CANNOT be created in this class... Tuesday, June 7, 2011
- 22. Products that CANNOT be created in this class... Tuesday, June 7, 2011
- 23. Products that CANNOT be created in this class... Tuesday, June 7, 2011
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- 25. Functional Decomposition Method House of Quality Tuesday, June 7, 2011
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- 31. New Product Development as a Sequential Process of Stages with Explicit Deliverables! Booz-Allen & Hamilton! URBAN & HAUSER! New Product! OPPORTUNITY ! Development Strategy! IDENTIFICATION! Idea Generation! DESIGN! 0 - 5% of costs! Screening & Evaluation! Concepts! Business Analysis! TESTING &! IMPROVING! 5 - 30% of costs! Development! LAUNCH! Testing! 10 - 20% of costs! Commercialization! 60 - 80% of costs! Tuesday, June 7, 2011
- 32. Customer inputs to Product Design Depth Interviews QUALITATIVE Focus Groups Expert Judgement Standard Surveys Product use test Concept Tests Pre Test Market QUANTITATIVE Perceptual Maps Test Market Conjoint Analysis Electronic Test Market PRE-PROTOTYPE POST-PROTOTYPE Tuesday, June 7, 2011
- 33. Customer inputs to Product Design Depth Interviews QUALITATIVE Focus Groups Expert Judgement Information Pump Standard Surveys Product use test Concept Tests Pre Test Market QUANTITATIVE Perceptual Maps Test Market Conjoint Analysis Electronic Test Market PRE-PROTOTYPE POST-PROTOTYPE Tuesday, June 7, 2011
- 34. Customer inputs to Product Design Depth Interviews QUALITATIVE Focus Groups Expert Judgement Information Pump Standard Surveys Product use test Concept Tests Pre Test Market QUANTITATIVE Perceptual Maps Test Market Conjoint Analysis Electronic Test Market QFD - House of Quality Functional Decomposition PRE-PROTOTYPE POST-PROTOTYPE Tuesday, June 7, 2011
- 35. Customer inputs to Product Design Depth Interviews QUALITATIVE Focus Groups Expert Judgement Information Pump Standard Surveys Product use test Concept Tests Pre Test Market QUANTITATIVE Perceptual Maps Test Market Conjoint Analysis Electronic Test Market QFD - House of Quality Marketing Strategy Functional Decomposition PRE-PROTOTYPE POST-PROTOTYPE Tuesday, June 7, 2011
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- 38. Product strategy: using Consumer feedback to beat competition Tuesday, June 7, 2011
- 39. New! sales! per year! WHEN are consumers likely to buy? THE BASS MODEL Years in Market! Tuesday, June 7, 2011
- 40. Cindy ‘the brand 100% manager’ gets promoted Steve, her Who do replacement, gets fired you want to John, ‘the be? caretaker’, takes over Years in market Tuesday, June 7, 2011
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- 43. For the next class Two articles on Information Pump • Simple • Technical Read them and come prepared to discuss • Identifying needs - strengths and weaknesses of FGD, Depth Interviews, Expert Opinion, Information Pump Bring a new product to class that you can show and explain Tuesday, June 7, 2011