![[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/lindsay-100128114621-phpapp02/85/New-Products-by-Page-Moreau-1-320.jpg)
Recommandé
Contenu connexe
En vedette
En vedette (7)
Similaire à New Products by Page Moreau
Similaire à New Products by Page Moreau (20)
Plus de Julie Penner
Plus de Julie Penner (9)
Dernier
Dernier (20)
New Products by Page Moreau
- 2. New Products January 20, 2010
- 4. Drivers of Success in NPD Success Drivers Correlation with Profits Timeliness A unique, superior, differentiated product .53 n/s A strong market orientation w/voice of customer .44 .41 Early fact-based product definition prior to development .39 .24 Effective implementation of front-end activities .37 .41 Use of true cross-functional teams .33 .48 Leverage – project builds on firm’s core competencies .32 n/s Market attractiveness – size, growth, margins .31 .22 Quality of launch effort – planning and resources .29 .20 Tech. competencies and execution of technical activities .26 .32
- 5. The NPD Process Phase 1: Opportunity Identification and Selection Phase 2: Concept Generation/ Ideation Phase 3: Concept Evaluation & Screening Phase 4: Development Phase 5: Testing & Launch “ Fuzzy” Front End
Notes de l'éditeur
- See if you can figure what went wrong with some of these: Concept -Gerber food for adults Nestea’s launch of a yellowish carbonated beverage: Tea Whiz- nam Frito-Lay Lemonade Ben-Gay aspirin – concept and branding Packaging and price -Parfum Bic
- p.59 Cooper 2001
- Phase 5: Continued testing -- more elaborate and expensive. Includes test markets, roll-outs, and ultimately mass launch. Fuzzy Front-End: Why? The lack of good, hard info. Complicates all these pre-technical evaluations. However, the amount of time spent in these stages often determines the probability of the product’s success. Remember the flops I showed you. Most of those wouldn’t have required hard data to determine that they sucked. “Clairol Look of Buttermilk?”
- Everett Rogers is one of the best known diffusion researchers. But, diffusion has it’s history in a variety of disciplines: anthropology, rural sociology (agricultural ideas/innovations), communication, education, and of course, marketing. This pic. Should look familiar -- comes from Geoffrey Moore’s Crossing the Chasm. The Tech. Adoption Life cycle - shows how communities (markets) respond to discontinuous innovations. (We’re not talking about M&M’s with crispies inside). How is this different from PLC? Does not include REPEAT only 1st-time use. Each segment in the curve represents a standard deviation from the adoption norm. Thus, the early and late majority EACH represent about a third of the population. Innovators: Tech enthusiasts Late Majority: Conservatives Early Adopters: Visionaries Laggarts: Skeptics Early Majority: Pragmatists
- The speed with which the new product will diffuse depends on these 6 characteristics. Also, on things like the social system (what the visionaries look like -- are they opinion leaders) Understanding these factors is clearly crucial to crafting the marketing mix variables: ad copy, promotion strategy, etc., but it’s also critical to understand these up front when devleoping the concept and especially the pay-back period for the financial analyses.
- Robertson - chair of mkt. Dept. at Wharton, now dean of Emory’s business school. Discontinuous: require consumer to learn new behaviors and change their methods of doing things Continuous: require no new behaviors: Relate back to Rogers’ compatibility, complexity, and risk. More commonly accepted categories: from the firm’s perspective::::