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L1

  1. 1. Product and Brand Strategy Prof Narayan Janakiraman Mktg 559 Spring 2011Tuesday, June 7, 2011
  2. 2. Tuesday, June 7, 2011
  3. 3. Tuesday, June 7, 2011
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  7. 7. Product Management = 1. Product Design + 2. Product StrategyTuesday, June 7, 2011
  8. 8. Tuesday, June 7, 2011
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  13. 13. Tuesday, June 7, 2011
  14. 14. WHO?Tuesday, June 7, 2011
  15. 15. HOW?Tuesday, June 7, 2011
  16. 16. HOW MANY?Tuesday, June 7, 2011
  17. 17. INFORMATION PUMPTuesday, June 7, 2011
  18. 18. Products that CAN be created in this class...Tuesday, June 7, 2011
  19. 19. Products that CAN be created in this class... HEAD BLADETuesday, June 7, 2011
  20. 20. Products that CAN be created in this class... SLANKETTuesday, June 7, 2011
  21. 21. Products that CANNOT be created in this class...Tuesday, June 7, 2011
  22. 22. Products that CANNOT be created in this class...Tuesday, June 7, 2011
  23. 23. Products that CANNOT be created in this class...Tuesday, June 7, 2011
  24. 24. Tuesday, June 7, 2011
  25. 25. Functional Decomposition Method House of QualityTuesday, June 7, 2011
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  31. 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. 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-PROTOTYPETuesday, June 7, 2011
  33. 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-PROTOTYPETuesday, June 7, 2011
  34. 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-PROTOTYPETuesday, June 7, 2011
  35. 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-PROTOTYPETuesday, June 7, 2011
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  38. 38. Product strategy: using Consumer feedback to beat competitionTuesday, June 7, 2011
  39. 39. New! sales! per year! WHEN are consumers likely to buy? THE BASS MODEL Years in Market!Tuesday, June 7, 2011
  40. 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 marketTuesday, June 7, 2011
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  43. 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 explainTuesday, June 7, 2011

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