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Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
Marketing presentation
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Marketing presentation

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  1. Introducing New Market Offerings Mikhail Tenazas
  2. Outline <ul><li>Challenges in developing new products </li></ul><ul><li>Organizational structures and processes </li></ul><ul><li>Main stages in new product development </li></ul><ul><li>Managing the development process </li></ul><ul><li>Factors affecting adoption process </li></ul>
  3. Challenges in New-Product Development <ul><li>Types of New Products </li></ul><ul><ul><li>New-to-the-world </li></ul></ul><ul><ul><li>New product lines </li></ul></ul><ul><ul><li>Minor additions or improvements </li></ul></ul><ul><ul><li>Repositioning </li></ul></ul>Innovation
  4. Challenges in New-Product Development <ul><li>1. New-Product Success </li></ul><ul><ul><li>Incremental innovation </li></ul></ul><ul><ul><ul><li>Kotler: Southwest Airlines </li></ul></ul></ul><ul><ul><ul><li>Local: PLDT, Cebu Pacific, Pizza Hut Bistro </li></ul></ul></ul><ul><ul><ul><li>Medical: Satellite clinics, Belo Medical Group </li></ul></ul></ul>
  5. Challenges in New-Product Development <ul><li>2. New-Product Failure </li></ul><ul><ul><li>Shortage of ideas </li></ul></ul><ul><ul><li>Fragmented markets </li></ul></ul><ul><ul><li>Social and governmental constraints </li></ul></ul><ul><ul><li>Cost of development </li></ul></ul><ul><ul><li>Capital shortages </li></ul></ul><ul><ul><li>Shorter required development time </li></ul></ul>
  6. <ul><li>“ It is not just OK to fail; it is imperative to fail” </li></ul><ul><ul><li>Kotler: Dogster.com </li></ul></ul><ul><ul><li>Local: IntelKinetic, ElectroLux </li></ul></ul><ul><ul><li>Medical: Evista, Strattera </li></ul></ul>
  7. 3. Organizational Arrangements <ul><li>Budgeting </li></ul><ul><li>Organizing </li></ul><ul><li>Internal changes: customer-driven engineering </li></ul><ul><ul><li>Kotler: Xerox, Whirlpool Corporation </li></ul></ul><ul><ul><li>Local: McDonald’s </li></ul></ul><ul><ul><li>Medical: Medical City </li></ul></ul>
  8. Managing the Development Process Idea Generation: Is the idea worth considering?
  9. Managing the Development Process <ul><li>4. Idea Generation </li></ul><ul><ul><li>Lateral marketing </li></ul></ul><ul><ul><ul><li>E.g. Gas station stores = gas stations + food </li></ul></ul></ul><ul><ul><ul><ul><li>Cyber cafes = cafeteria + internet </li></ul></ul></ul></ul><ul><ul><li>Open innovation </li></ul></ul><ul><ul><ul><li>Tapping external sources </li></ul></ul></ul><ul><ul><ul><li>Kotler: Mr. Clean </li></ul></ul></ul><ul><ul><ul><li>Local: </li></ul></ul></ul><ul><ul><ul><li>Medical: </li></ul></ul></ul>
  10. Managing the Development Process Idea Generation: Is the idea worth considering? Idea Screening: Is the product idea compatible with company objectives, strategies, and resources? Concept Development and Testing: Can we find a good concept consumers say they would try? DROP
  11. Managing the Development Process: <ul><li>5. Concept Development and Testing </li></ul><ul><ul><li>Product idea </li></ul></ul><ul><ul><li>Product concept </li></ul></ul><ul><ul><ul><li>Who will use it? </li></ul></ul></ul><ul><ul><ul><li>Benefits? </li></ul></ul></ul><ul><ul><ul><li>When will they use it? </li></ul></ul></ul>
  12. <ul><ul><li>Concept Development and Testing </li></ul></ul><ul><ul><ul><li>Kotler: </li></ul></ul></ul><ul><ul><ul><ul><li>Product idea: powder to add to milk </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Product concept: Instant breakfast drink for adults </li></ul></ul></ul></ul>Quick Inexpensive Slow Expensive Product-Positioning Map (Breakfast Market) <ul><ul><ul><ul><li>Perceptual mapping </li></ul></ul></ul></ul>Bacon and eggs Cold cereal Pancakes Hot cereal Instant breakfast
  13. <ul><li>Concept Development and Testing </li></ul><ul><ul><li>Local: Clear vs Head and Shoulders </li></ul></ul><ul><ul><ul><li>Product-positioning: </li></ul></ul></ul><ul><ul><ul><ul><li>No dandruff, no hairfall </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Soft and silky hair </li></ul></ul></ul></ul><ul><ul><li>Medical: Pain relievers </li></ul></ul>Brand-Positioning Map for Pain Relievers
  14. Managing the Development Process Yes Yes Yes Yes No No No No Idea Generation: Is the idea worth considering? Idea Screening: Is the product idea compatible with company objectives, strategies, and resources? Concept Development and Testing: Can we find a good concept consumers say they would try? DROP Marketing Strategy Development: Can we find a cost-effective, addordable marketing strategy?
  15. Managing the Development Process Yes Yes Yes Yes No No No No Idea Generation: Is the idea worth considering? Idea Screening: Is the product idea compatible with company objectives, strategies, and resources? Concept Development and Testing: Can we find a good concept consumers say they would try? DROP Marketing Strategy Development: Can we find a cost-effective, addordable marketing strategy?
  16. Managing the Development Process Yes No Business analysis: Will this product meet our profit goal? Product development: Have we got a technically and commercially sound product? DROP
  17. Managing the Development Process <ul><li>6. Product Development </li></ul><ul><ul><li>Quality function deployment </li></ul></ul><ul><ul><li>Development of physical prototypes </li></ul></ul><ul><ul><li>Kotler: Boeing 777 </li></ul></ul><ul><ul><li>Local: McRice Burger </li></ul></ul><ul><ul><li>Medical: Cloning, stem cell therapy </li></ul></ul>Desired customer attributes Engineering attributes
  18. Managing the Development Process Yes Yes No No Business analysis: Will this product meet our profit goal? Product development: Have we got a technically and commercially sound product? Market Testing Have product sales met expectations? DROP
  19. Managing the Development Process <ul><li>7. Market Testing </li></ul><ul><ul><li>Consumer-Goods Market Testing </li></ul></ul><ul><ul><ul><li>How many test cities? </li></ul></ul></ul><ul><ul><ul><li>Which cities? </li></ul></ul></ul><ul><ul><ul><li>Length of test? </li></ul></ul></ul><ul><ul><ul><li>What information to collect? </li></ul></ul></ul><ul><ul><ul><li>What action to take? </li></ul></ul></ul>
  20. <ul><li>Market Testing </li></ul><ul><ul><li>Kotler: General Mills’ Toast-Ems toaster pastries, Colgate-Palmolive </li></ul></ul><ul><ul><li>Local: Globe, Smart, Sun </li></ul></ul><ul><ul><li>Medical: Pharmaceutical companies </li></ul></ul>
  21. Managing the Development Process Business analysis: Will this product meet our profit goal? Product development: Have we got a technically and commercially sound product? Market Testing Have product sales met expectations? DROP Commercialization: Are product sales meeting expectations? Send the idea back for product development Modify the product or marketing program
  22. Managing the Development Process <ul><li>8. Commercialization </li></ul><ul><ul><li>When (Timing) </li></ul></ul><ul><ul><li>Where (Geographic Strategy) </li></ul></ul><ul><ul><li>To Whom (Target-Market Prospects) </li></ul></ul><ul><ul><li>How (Introductory-Market Strategy) </li></ul></ul>
  23. <ul><li>Kotler: Apple iPod </li></ul>
  24. <ul><li>Kotler: Apple iPod </li></ul><ul><li>Local: Clear Shampoo </li></ul><ul><li>Medical: Medical City, Belo Medical Group, Calayan </li></ul>
  25. 9. Factors Influencing the Adoption Process <ul><li>Readiness and Personal Influence </li></ul>
  26. Factors Influencing the Adoption Process <ul><li>Readiness and Personal Influence </li></ul><ul><ul><li>Kotler: Nike skateboard </li></ul></ul><ul><ul><li>Local: Mini Cooper </li></ul></ul><ul><ul><li>Medical: Lasik, stem cell therapy </li></ul></ul>
  27. 10. Characteristics of the Innovation <ul><li>Relative advantage </li></ul><ul><li>Compatibility </li></ul><ul><li>Complexibility </li></ul><ul><li>Divisibility </li></ul><ul><li>Communicability </li></ul>
  28. <ul><li>Kotler: TiVo, or PVRs </li></ul><ul><li>Local: iPhone, preventive supplements </li></ul><ul><li>Medical: Laparoscopic surgery, Lasik, glutathione </li></ul>

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