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Market driven product-management [compatibility mode]
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Market driven product-management [compatibility mode] Presentation Transcript

  • 1. Market- Market-driven Product ManagementCopyright © 2012 Blackblot. All rights reserved.
  • 2. Statistical Data  75% of new product development programs fail commercially.  Griffin, A. and Page, A. L. “PDMA success measurement project: recommended measures for product development success and failure”. Journal of Product Innovation Management, 13, 6, Nov. 1996, pp. 478-496.Copyright © 2012 Blackblot. All rights reserved.
  • 3. Statistical Data  Different studies covering the 1970’s, 1980’s and 1990’s show that understanding of users’ needs is the main discriminating factor between successful and unsuccessful products.  UK study at University of Sussex - project SAPPHO  US Study by Booz, Allen and Hamilton  Hewlett-Packard internal findings in the 1990sCopyright © 2012 Blackblot. All rights reserved.
  • 4. Idea Generation and Development Technology Push Market Pull • Idea comes from research or • Developed as solutions to Technological discovery. perceived market needs. • Technology perceived as the • Often incremental improvements competitive advantage. to existing products. • Technology is the driving force of • Leverages existing sales the effort. knowledge. • All great inventions fall into this • Requires lots of information from category (Transistor, Electric outside the company to Light, TV, Instant Photography). characterize the product’s sustainable competitive • This is historically a significant advantages. strength of the United States. Higher Business Risk LowerCopyright © 2012 Blackblot. All rights reserved.
  • 5. Technology Adoption Model Market- driven The Chasm Sales- driven Technology -driven Innovators Early Early Late Laggards Adopters Majority Majority 3% 16% 13% 34% 34%Geoffrey Moore, Crossing The Chasm, ISBN: 0-88730-519-9Copyright © 2012 Blackblot. All rights reserved.
  • 6. Market-driven Concept Market-driven Businesses  Understand what customers need.  Produce required products and services.  Offer them in a better way than competitors.Copyright © 2012 Blackblot. All rights reserved.
  • 7. Statistical Data  46% of product development resources are spent on losers, but this drops to only 20% for the successful companies.  Cooper, R.G., Winning at New Products: Accelerating the Process from Idea to Launch (Third Edition), Cambridge, Massachusetts: Perseus Books, 2001Copyright © 2012 Blackblot. All rights reserved.
  • 8. Success Triangle Market Process ProductCopyright © 2012 Blackblot. All rights reserved.
  • 9. Visit us at www.confianzys.com Email: engage@confianzys.com Tel: +91 80 4084 7500 Blog: www.confianzys.com/blog/ Twitter: http://www.twitter.com/confianzys Facebook: http://www.facebook.com/ConfianzysCopyright © 2012 Blackblot. All rights reserved.