TOP 10 Learning Concepts for Chapter 20 Introducing New Market Offerings Louie Mark Quizon April 8, 2011 http://louiemarkq...
Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li...
Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul>...
Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li...
Concept 1: Keep Developing New Products New-to-the-world http://louiemarkquizon.blogspot.com
New-to-the-world http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
New-to-the-world New product lines http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
New-to-the-world New product lines http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
Additions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
Additions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
Additions Improvements http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
Additions Improvements http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
Repositionings http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
Repositionings http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
Repositionings Cost Reductions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
Repositionings Cost Reductions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste
http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste
http://louiemarkquizon.blogspot.com Established product lines of Hapee Concept 1: Example: Hapee Toothpaste
http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste
http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste
http://louiemarkquizon.blogspot.com Additional  to existing product lines Concept 1: Example: Hapee Toothpaste
http://louiemarkquizon.blogspot.com Additional  to existing product lines Supplements a company’s existing product lines C...
Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li...
Concept 2: Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com
Concept 2: Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com
Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com
Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com
Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com <ul><li>Familiar ...
Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com <ul><li>Familiar ...
Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li...
Concept 3: Get Consumers’ Response to the Following Questions http://louiemarkquizon.blogspot.com
Concept 3: Get Consumers’ Response to the Following Questions http://louiemarkquizon.blogspot.com
Concept 3: Example: Empanadero Bakeshop http://louiemarkquizon.blogspot.com
Concept 3: Example: Empanadero Bakeshop http://louiemarkquizon.blogspot.com
Concept 3: Example: Empanadero Bakeshop <ul><li>Started - later part of 2009 </li></ul>http://louiemarkquizon.blogspot.com
Concept 3: Example: Empanadero Bakeshop <ul><li>Started - later part of 2009 </li></ul><ul><li>Concept: </li></ul>http://l...
Concept 3: Example: Empanadero Bakeshop <ul><li>Started - later part of 2009 </li></ul><ul><li>Concept: </li></ul><ul><ul>...
Concept 3: Example: Empanadero Bakeshop <ul><li>Started - later part of 2009 </li></ul><ul><li>Concept: </li></ul><ul><ul>...
Concept 3: During concept testing of apple pies, market feedback revealed… http://louiemarkquizon.blogspot.com
Concept 3: During concept testing of apple pies, market feedback revealed… http://louiemarkquizon.blogspot.com
Concept 3: During concept testing of apple pies, market feedback revealed… <ul><li>Need level = high </li></ul>http://loui...
Concept 3: During concept testing of apple pies, market feedback revealed… <ul><li>Need level = high </li></ul><ul><ul><li...
Concept 3: During concept testing of apple pies, market feedback revealed… <ul><li>Need level = high </li></ul><ul><ul><li...
Concept 3: During concept testing of apple pies, market feedback revealed… <ul><li>Need level = high </li></ul><ul><ul><li...
Concept 3: Solution and eventual benefit: http://louiemarkquizon.blogspot.com
Concept 3: Solution and eventual benefit: http://louiemarkquizon.blogspot.com
Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul>http://louiemarkquizon.blogspot...
Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul><ul><ul><li>Same quality but co...
Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul><ul><ul><li>Same quality but co...
Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul><ul><ul><li>Same quality but co...
Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul><ul><ul><li>Same quality but co...
Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li...
http://louiemarkquizon.blogspot.com Concept 4: Transform a Product to Satisfy New or Different Needs!
Gas Station Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Gas Station Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Gas Station Food Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Cafeteria Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Cafeteria Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Cafeteria Internet Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Cereal Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Cereal Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Cereal Snacking Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Candy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Candy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Candy Toy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Audio Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Audio Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Audio Portable Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
Concept 4: Example: Shell and Shell Select Store http://louiemarkquizon.blogspot.com
Shell Gas Station http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store
Shell Gas Station http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store
Shell Gas Station Food http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store
Shell Gas Station with Select Store  http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store
Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li...
Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com
Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve produ...
Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve produ...
Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve produ...
Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve produ...
http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?
http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Concept...
http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Concept...
http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Costs o...
http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Costs o...
http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?
http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Concept 5: How Can New Product...
http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Concept 5: How Can New Product...
http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Faster required development ti...
http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Faster required development ti...
http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?
http://louiemarkquizon.blogspot.com Shorter product life cycles Rivals - quick to copy successful products Concept 5: How ...
http://louiemarkquizon.blogspot.com Shorter product life cycles Rivals - quick to copy successful products Concept 5: How ...
http://louiemarkquizon.blogspot.com Concept 5: Example: Bataan Nuclear Power Plant
http://louiemarkquizon.blogspot.com Concept 5: Example: Bataan Nuclear Power Plant
http://louiemarkquizon.blogspot.com Social and governmental constraints Concept 5: Example: Bataan Nuclear Power Plant
http://louiemarkquizon.blogspot.com Social and governmental constraints <ul><li>Nuclear waste concern </li></ul>Concept 5:...
http://louiemarkquizon.blogspot.com Social and governmental constraints <ul><li>Nuclear waste concern </li></ul><ul><li>Ho...
Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li...
Concept 6: Where will we rollout? Before choosing rollout markets, first consider:  http://louiemarkquizon.blogspot.com
Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com
Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com
Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com <ul><li>Stores in almost all majo...
Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com <ul><li>Stores in almost all majo...
Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com <ul><li>Stores in almost all majo...
Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com <ul><li>Stores in almost all majo...
Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul>...
Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com
Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests us...
Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests us...
Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests us...
Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests us...
http://louiemarkquizon.blogspot.com Concept 7: Management Decisions for Test Marketing
http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year Concept 7: Management Decisions for Tes...
http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year Concept 7: Management Decisions for Tes...
http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year What information to collect? Consumer p...
http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year What information to collect? Consumer p...
http://louiemarkquizon.blogspot.com Concept 7: Management Decisions for Test Marketing
http://louiemarkquizon.blogspot.com What action to take? Relationship between trial and repurchase rates Concept 7: Manage...
http://louiemarkquizon.blogspot.com What action to take? Relationship between trial and repurchase rates Concept 7: Manage...
http://louiemarkquizon.blogspot.com Concept 7: Example: Agtalon Malunggay Ice Cream
http://louiemarkquizon.blogspot.com Concept 7: Example: Agtalon Malunggay Ice Cream
http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Concept 7: Example: Agtalon Malu...
http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Stocks have already reached Bagu...
http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Stocks have already reached Bagu...
Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul>...
http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
Concept 8: How does a Consumer Adopt to a New Product and Service? http://louiemarkquizon.blogspot.com
http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
http://louiemarkquizon.blogspot.com Adoption – to become a regular user of the product/service Concept 8: How does a Consu...
http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal
http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal
http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal
http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal
http://louiemarkquizon.blogspot.com Concept 8: Juan becomes aware of this new restaurant that serves Chicken Inasal at a l...
http://louiemarkquizon.blogspot.com Concept 8: The low price and the unlimited rice intrigues him to seek more information…
http://louiemarkquizon.blogspot.com Concept 8: He contemplates on whether he will try the product…
http://louiemarkquizon.blogspot.com Concept 8: He tries the product to feed his curiousness…
http://louiemarkquizon.blogspot.com Concept 8: Juan likes Mang Inasal very much! He then decides to go there every Friday.
Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul>...
Concept 9: How Adopters are Categorized http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Ear...
Concept 9: Innovators are technology enthusiasts http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopter...
Concept 9: Early adopters are opinion leaders http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 3...
Concept 9: Early majority are deliberate pragmatists http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early ado...
Concept 9: Late majority are skeptical conservatives http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early ado...
Concept 9: Laggards are tradition bound and resists innovation http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2%...
<ul><li>Companies use  Personal Influence  to influence: </li></ul><ul><ul><li>Early adopters </li></ul></ul><ul><ul><li>L...
Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com
Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com
Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com Kris Aquino = ...
Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com Kris Aquino = ...
Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul>...
Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com
Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage...
Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage...
Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage...
Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage...
http://louiemarkquizon.blogspot.com Concept 10: What are the Features that Distinguishes an Innovation?
http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Concept 10: What are the Feature...
http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Concept 10: What are the Feature...
http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Divisibility Tried on a limited ...
http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Divisibility Tried on a limited ...
http://louiemarkquizon.blogspot.com Concept 10: What are the Features that Distinguishes an Innovation?
http://louiemarkquizon.blogspot.com Communicability Ease and effectiveness in dissemination Concept 10: What are the Featu...
http://louiemarkquizon.blogspot.com Communicability Ease and effectiveness in dissemination Concept 10: What are the Featu...
http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Relative Advantage Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Relative Advantage VS Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Relative Advantage <ul><li>Same alcohol content </li></ul>VS Concept 10: Example: San ...
http://louiemarkquizon.blogspot.com Relative Advantage <ul><li>Same alcohol content </li></ul><ul><li>Less calories </li><...
http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Compatibility Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Compatibility Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Compatibility Product well adopted by young professionals Concept 10: Example: San Mig...
http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Complexity Low Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Concept 10: Example: San Miguel Beer Light
http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Communicability High Concept 10: Example: San Miguel B...
http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Communicability High Concept 10: Example: San Miguel B...
Summary <ul><li>Keep Developing New Products </li></ul><ul><ul><li>6 categories of new products </li></ul></ul><ul><li>Sti...
Summary <ul><li>Satisfy New or Different Needs </li></ul><ul><ul><li>New product ideas from lateral marketing </li></ul></...
Summary <ul><li>Management Decisions for Test Marketing </li></ul><ul><ul><li>Test the product into test markets </li></ul...
Summary <ul><li>How Adopters are Categorized </li></ul><ul><ul><li>Readiness to try new products </li></ul></ul><ul><li>Wh...
TOP 10 Learning Concepts for Chapter 20 Introducing New Market Offerings Louie Mark Quizon April 1, 2011 http://louiemarkq...
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Top Ten Concepts in Ch20 Introducing New Market Offerings

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Top 10 concepts in chapter 20 of Marketing Management 13th edition by Philip Kotler and Kevin Lane Keller

Top Ten Concepts in Ch20 Introducing New Market Offerings

  1. 1. TOP 10 Learning Concepts for Chapter 20 Introducing New Market Offerings Louie Mark Quizon April 8, 2011 http://louiemarkquizon.blogspot.com
  2. 2. Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li></ul><ul><li>Get Consumers’ Response </li></ul><ul><li>Satisfy New or Different Needs </li></ul><ul><li>How Can New Products Fail? </li></ul><ul><li>Where Will We Rollout? </li></ul>http://louiemarkquizon.blogspot.com
  3. 3. Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul><li>How Adopters are Categorized </li></ul><ul><li>What features distinguishes an innovation? </li></ul>http://louiemarkquizon.blogspot.com
  4. 4. Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li></ul><ul><li>Get Consumers’ Response </li></ul><ul><li>Satisfy New or Different Needs </li></ul><ul><li>How Can New Products Fail? </li></ul><ul><li>Where Will We Rollout? </li></ul>http://louiemarkquizon.blogspot.com
  5. 5. Concept 1: Keep Developing New Products New-to-the-world http://louiemarkquizon.blogspot.com
  6. 6. New-to-the-world http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  7. 7. New-to-the-world New product lines http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  8. 8. New-to-the-world New product lines http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  9. 9. http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  10. 10. Additions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  11. 11. Additions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  12. 12. Additions Improvements http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  13. 13. Additions Improvements http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  14. 14. http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  15. 15. Repositionings http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  16. 16. Repositionings http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  17. 17. Repositionings Cost Reductions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  18. 18. Repositionings Cost Reductions http://louiemarkquizon.blogspot.com Concept 1: Keep Developing New Products
  19. 19. http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste
  20. 20. http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste
  21. 21. http://louiemarkquizon.blogspot.com Established product lines of Hapee Concept 1: Example: Hapee Toothpaste
  22. 22. http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste
  23. 23. http://louiemarkquizon.blogspot.com Concept 1: Example: Hapee Toothpaste
  24. 24. http://louiemarkquizon.blogspot.com Additional to existing product lines Concept 1: Example: Hapee Toothpaste
  25. 25. http://louiemarkquizon.blogspot.com Additional to existing product lines Supplements a company’s existing product lines Concept 1: Example: Hapee Toothpaste
  26. 26. Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li></ul><ul><li>Get Consumers’ Response </li></ul><ul><li>Satisfy New or Different Needs </li></ul><ul><li>How Can New Products Fail? </li></ul><ul><li>Where Will We Rollout? </li></ul>http://louiemarkquizon.blogspot.com
  27. 27. Concept 2: Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com
  28. 28. Concept 2: Stimulate Creativity in Individuals and Groups! http://louiemarkquizon.blogspot.com
  29. 29. Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com
  30. 30. Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com
  31. 31. Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com <ul><li>Familiar Process: </li></ul><ul><ul><li>Company designers choose designs to sell </li></ul></ul>
  32. 32. Concept 2: Example: TeamManila’s Creativity Generation – New Context http://louiemarkquizon.blogspot.com <ul><li>Familiar Process: </li></ul><ul><ul><li>Company designers choose designs to sell </li></ul></ul><ul><li>New Context: </li></ul><ul><ul><li>Customers choose what designs to sell </li></ul></ul>
  33. 33. Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li></ul><ul><li>Get Consumers’ Response </li></ul><ul><li>Satisfy New or Different Needs </li></ul><ul><li>How Can New Products Fail? </li></ul><ul><li>Where Will We Rollout? </li></ul>http://louiemarkquizon.blogspot.com
  34. 34. Concept 3: Get Consumers’ Response to the Following Questions http://louiemarkquizon.blogspot.com
  35. 35. Concept 3: Get Consumers’ Response to the Following Questions http://louiemarkquizon.blogspot.com
  36. 36. Concept 3: Example: Empanadero Bakeshop http://louiemarkquizon.blogspot.com
  37. 37. Concept 3: Example: Empanadero Bakeshop http://louiemarkquizon.blogspot.com
  38. 38. Concept 3: Example: Empanadero Bakeshop <ul><li>Started - later part of 2009 </li></ul>http://louiemarkquizon.blogspot.com
  39. 39. Concept 3: Example: Empanadero Bakeshop <ul><li>Started - later part of 2009 </li></ul><ul><li>Concept: </li></ul>http://louiemarkquizon.blogspot.com
  40. 40. Concept 3: Example: Empanadero Bakeshop <ul><li>Started - later part of 2009 </li></ul><ul><li>Concept: </li></ul><ul><ul><li>Homemade apple pies with no extenders </li></ul></ul>http://louiemarkquizon.blogspot.com
  41. 41. Concept 3: Example: Empanadero Bakeshop <ul><li>Started - later part of 2009 </li></ul><ul><li>Concept: </li></ul><ul><ul><li>Homemade apple pies with no extenders </li></ul></ul><ul><ul><li>For teenagers and adults </li></ul></ul>http://louiemarkquizon.blogspot.com
  42. 42. Concept 3: During concept testing of apple pies, market feedback revealed… http://louiemarkquizon.blogspot.com
  43. 43. Concept 3: During concept testing of apple pies, market feedback revealed… http://louiemarkquizon.blogspot.com
  44. 44. Concept 3: During concept testing of apple pies, market feedback revealed… <ul><li>Need level = high </li></ul>http://louiemarkquizon.blogspot.com
  45. 45. Concept 3: During concept testing of apple pies, market feedback revealed… <ul><li>Need level = high </li></ul><ul><ul><li>High demand for apple pies </li></ul></ul>http://louiemarkquizon.blogspot.com
  46. 46. Concept 3: During concept testing of apple pies, market feedback revealed… <ul><li>Need level = high </li></ul><ul><ul><li>High demand for apple pies </li></ul></ul><ul><li>Perceived value = low </li></ul>http://louiemarkquizon.blogspot.com
  47. 47. Concept 3: During concept testing of apple pies, market feedback revealed… <ul><li>Need level = high </li></ul><ul><ul><li>High demand for apple pies </li></ul></ul><ul><li>Perceived value = low </li></ul><ul><ul><li>Price was too expensive </li></ul></ul>http://louiemarkquizon.blogspot.com
  48. 48. Concept 3: Solution and eventual benefit: http://louiemarkquizon.blogspot.com
  49. 49. Concept 3: Solution and eventual benefit: http://louiemarkquizon.blogspot.com
  50. 50. Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul>http://louiemarkquizon.blogspot.com
  51. 51. Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul><ul><ul><li>Same quality but costs less </li></ul></ul>http://louiemarkquizon.blogspot.com
  52. 52. Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul><ul><ul><li>Same quality but costs less </li></ul></ul><ul><li>Perceived Value = High </li></ul>http://louiemarkquizon.blogspot.com
  53. 53. Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul><ul><ul><li>Same quality but costs less </li></ul></ul><ul><li>Perceived Value = High </li></ul><ul><ul><li>Orders keep coming in </li></ul></ul>http://louiemarkquizon.blogspot.com
  54. 54. Concept 3: Solution and eventual benefit: <ul><li>Make small “pocket-sized” pies </li></ul><ul><ul><li>Same quality but costs less </li></ul></ul><ul><li>Perceived Value = High </li></ul><ul><ul><li>Orders keep coming in </li></ul></ul><ul><ul><li>Presence of frequent buyers </li></ul></ul>http://louiemarkquizon.blogspot.com
  55. 55. Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li></ul><ul><li>Get Consumers’ Response </li></ul><ul><li>Satisfy New or Different Needs </li></ul><ul><li>How Can New Products Fail? </li></ul><ul><li>Where Will We Rollout? </li></ul>http://louiemarkquizon.blogspot.com
  56. 56. http://louiemarkquizon.blogspot.com Concept 4: Transform a Product to Satisfy New or Different Needs!
  57. 57. Gas Station Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  58. 58. Gas Station Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  59. 59. Gas Station Food Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  60. 60. Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  61. 61. Cafeteria Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  62. 62. Cafeteria Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  63. 63. Cafeteria Internet Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  64. 64. Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  65. 65. Cereal Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  66. 66. Cereal Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  67. 67. Cereal Snacking Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  68. 68. Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  69. 69. Candy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  70. 70. Candy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  71. 71. Candy Toy Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  72. 72. Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  73. 73. Audio Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  74. 74. Audio Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  75. 75. Audio Portable Concept 4: Transform a Product to Satisfy New or Different Needs! http://louiemarkquizon.blogspot.com
  76. 76. Concept 4: Example: Shell and Shell Select Store http://louiemarkquizon.blogspot.com
  77. 77. Shell Gas Station http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store
  78. 78. Shell Gas Station http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store
  79. 79. Shell Gas Station Food http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store
  80. 80. Shell Gas Station with Select Store http://louiemarkquizon.blogspot.com Concept 4: Example: Shell and Shell Select Store
  81. 81. Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li></ul><ul><li>Get Consumers’ Response </li></ul><ul><li>Satisfy New or Different Needs </li></ul><ul><li>How Can New Products Fail? </li></ul><ul><li>Where Will We Rollout? </li></ul>http://louiemarkquizon.blogspot.com
  82. 82. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com
  83. 83. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve products
  84. 84. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve products
  85. 85. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve products Fragmented markets Smaller market segments = Lower Sales and Profits
  86. 86. Concept 5: How Can New Products Fail? http://louiemarkquizon.blogspot.com Shortage of ideas Few ways left to improve products Fragmented markets Smaller market segments = Lower Sales and Profits
  87. 87. http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?
  88. 88. http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Concept 5: How Can New Products Fail?
  89. 89. http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Concept 5: How Can New Products Fail?
  90. 90. http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Costs of development High R&D, manufacturing, and marketing costs Concept 5: How Can New Products Fail?
  91. 91. http://louiemarkquizon.blogspot.com Social and governmental constraints Consumer safety and environmental concerns Costs of development High R&D, manufacturing, and marketing costs Concept 5: How Can New Products Fail?
  92. 92. http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?
  93. 93. http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Concept 5: How Can New Products Fail?
  94. 94. http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Concept 5: How Can New Products Fail?
  95. 95. http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Faster required development time Compress development time Concept 5: How Can New Products Fail?
  96. 96. http://louiemarkquizon.blogspot.com Capital shortages Lack funds for research and launching Faster required development time Compress development time Concept 5: How Can New Products Fail?
  97. 97. http://louiemarkquizon.blogspot.com Concept 5: How Can New Products Fail?
  98. 98. http://louiemarkquizon.blogspot.com Shorter product life cycles Rivals - quick to copy successful products Concept 5: How Can New Products Fail?
  99. 99. http://louiemarkquizon.blogspot.com Shorter product life cycles Rivals - quick to copy successful products Concept 5: How Can New Products Fail?
  100. 100. http://louiemarkquizon.blogspot.com Concept 5: Example: Bataan Nuclear Power Plant
  101. 101. http://louiemarkquizon.blogspot.com Concept 5: Example: Bataan Nuclear Power Plant
  102. 102. http://louiemarkquizon.blogspot.com Social and governmental constraints Concept 5: Example: Bataan Nuclear Power Plant
  103. 103. http://louiemarkquizon.blogspot.com Social and governmental constraints <ul><li>Nuclear waste concern </li></ul>Concept 5: Example: Bataan Nuclear Power Plant
  104. 104. http://louiemarkquizon.blogspot.com Social and governmental constraints <ul><li>Nuclear waste concern </li></ul><ul><li>House Bill 4631 is losing proponents </li></ul>Concept 5: Example: Bataan Nuclear Power Plant
  105. 105. Top 10 Concepts <ul><li>Keep Developing New Products </li></ul><ul><li>Stimulate Creativity in Individuals and Groups </li></ul><ul><li>Get Consumers’ Response </li></ul><ul><li>Satisfy New or Different Needs </li></ul><ul><li>How Can New Products Fail? </li></ul><ul><li>Where Will We Rollout? </li></ul>http://louiemarkquizon.blogspot.com
  106. 106. Concept 6: Where will we rollout? Before choosing rollout markets, first consider: http://louiemarkquizon.blogspot.com
  107. 107. Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com
  108. 108. Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com
  109. 109. Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com <ul><li>Stores in almost all major malls </li></ul>
  110. 110. Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com <ul><li>Stores in almost all major malls </li></ul><ul><ul><li>Market Potential </li></ul></ul>
  111. 111. Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com <ul><li>Stores in almost all major malls </li></ul><ul><ul><li>Market Potential </li></ul></ul><ul><li>Online Social Marketing </li></ul>
  112. 112. Concept 6: Example: TeamManila’s Geographic Strategy http://louiemarkquizon.blogspot.com <ul><li>Stores in almost all major malls </li></ul><ul><ul><li>Market Potential </li></ul></ul><ul><li>Online Social Marketing </li></ul><ul><ul><li>Cheaper communication media </li></ul></ul>
  113. 113. Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul><li>How Adopters are Categorized </li></ul><ul><li>What features distinguishes an innovation? </li></ul>http://louiemarkquizon.blogspot.com
  114. 114. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com
  115. 115. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests use between 2 and 6
  116. 116. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests use between 2 and 6
  117. 117. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests use between 2 and 6 Which cities? Must develop selection criteria
  118. 118. Concept 7: Management Decisions for Test Marketing http://louiemarkquizon.blogspot.com How many test cities? Most tests use between 2 and 6 Which cities? Must develop selection criteria
  119. 119. http://louiemarkquizon.blogspot.com Concept 7: Management Decisions for Test Marketing
  120. 120. http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year Concept 7: Management Decisions for Test Marketing
  121. 121. http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year Concept 7: Management Decisions for Test Marketing
  122. 122. http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year What information to collect? Consumer panels, buyer surveys, etc. Concept 7: Management Decisions for Test Marketing
  123. 123. http://louiemarkquizon.blogspot.com Length of test? Typically few months to a year What information to collect? Consumer panels, buyer surveys, etc. Concept 7: Management Decisions for Test Marketing
  124. 124. http://louiemarkquizon.blogspot.com Concept 7: Management Decisions for Test Marketing
  125. 125. http://louiemarkquizon.blogspot.com What action to take? Relationship between trial and repurchase rates Concept 7: Management Decisions for Test Marketing
  126. 126. http://louiemarkquizon.blogspot.com What action to take? Relationship between trial and repurchase rates Concept 7: Management Decisions for Test Marketing
  127. 127. http://louiemarkquizon.blogspot.com Concept 7: Example: Agtalon Malunggay Ice Cream
  128. 128. http://louiemarkquizon.blogspot.com Concept 7: Example: Agtalon Malunggay Ice Cream
  129. 129. http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Concept 7: Example: Agtalon Malunggay Ice Cream
  130. 130. http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Stocks have already reached Baguio City Concept 7: Example: Agtalon Malunggay Ice Cream
  131. 131. http://louiemarkquizon.blogspot.com Started in Barangay Nalsian, Manaoag Town, Pangasinan Stocks have already reached Baguio City Next test: Pilgrims at Manaoag Church Concept 7: Example: Agtalon Malunggay Ice Cream
  132. 132. Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul><li>How Adopters are Categorized </li></ul><ul><li>What features distinguishes an innovation? </li></ul>http://louiemarkquizon.blogspot.com
  133. 133. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
  134. 134. Concept 8: How does a Consumer Adopt to a New Product and Service? http://louiemarkquizon.blogspot.com
  135. 135. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
  136. 136. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
  137. 137. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
  138. 138. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
  139. 139. http://louiemarkquizon.blogspot.com Concept 8: How does a Consumer Adopt to a New Product and Service?
  140. 140. http://louiemarkquizon.blogspot.com Adoption – to become a regular user of the product/service Concept 8: How does a Consumer Adopt to a New Product and Service?
  141. 141. http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal
  142. 142. http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal
  143. 143. http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal
  144. 144. http://louiemarkquizon.blogspot.com Concept 8: Example: Juan’s adoption of Mang Inasal
  145. 145. http://louiemarkquizon.blogspot.com Concept 8: Juan becomes aware of this new restaurant that serves Chicken Inasal at a low price…
  146. 146. http://louiemarkquizon.blogspot.com Concept 8: The low price and the unlimited rice intrigues him to seek more information…
  147. 147. http://louiemarkquizon.blogspot.com Concept 8: He contemplates on whether he will try the product…
  148. 148. http://louiemarkquizon.blogspot.com Concept 8: He tries the product to feed his curiousness…
  149. 149. http://louiemarkquizon.blogspot.com Concept 8: Juan likes Mang Inasal very much! He then decides to go there every Friday.
  150. 150. Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul><li>How Adopters are Categorized </li></ul><ul><li>What features distinguishes an innovation? </li></ul>http://louiemarkquizon.blogspot.com
  151. 151. Concept 9: How Adopters are Categorized http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Reference: Philip Kotler’s, Marketing Management, 13 th Edition
  152. 152. Concept 9: Innovators are technology enthusiasts http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition
  153. 153. Concept 9: Early adopters are opinion leaders http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition
  154. 154. Concept 9: Early majority are deliberate pragmatists http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition
  155. 155. Concept 9: Late majority are skeptical conservatives http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition
  156. 156. Concept 9: Laggards are tradition bound and resists innovation http://louiemarkquizon.blogspot.com 21/2% Innovators 131/2% Early adopters 34% Early majority 34% Late majority 16% Laggards Adopter Categorization, From Philip Kotler’s, Marketing Management, 13 th Edition
  157. 157. <ul><li>Companies use Personal Influence to influence: </li></ul><ul><ul><li>Early adopters </li></ul></ul><ul><ul><li>Late adopters </li></ul></ul>Concept 9: How Companies use Personal Influence http://louiemarkquizon.blogspot.com
  158. 158. Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com
  159. 159. Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com
  160. 160. Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com Kris Aquino = known trendsetter
  161. 161. Concept 9: Example: Kris Aquino’s Cervical Cancer Vaccine Advertisement http://louiemarkquizon.blogspot.com Kris Aquino = known trendsetter Ad uses Kris to influence adopters
  162. 162. Top 10 Concepts <ul><li>Management Decisions for Test Marketing </li></ul><ul><li>Consumer Adoption Process </li></ul><ul><li>How Adopters are Categorized </li></ul><ul><li>What features distinguishes an innovation? </li></ul>http://louiemarkquizon.blogspot.com
  163. 163. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com
  164. 164. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage Innovation = better than the superseded idea
  165. 165. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage Innovation = better than the superseded idea
  166. 166. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage Innovation = better than the superseded idea Compatibility Harmony between innovation and values/norms of adopters
  167. 167. Concept 10: What are the Features that Distinguishes an Innovation? http://louiemarkquizon.blogspot.com Relative Advantage Innovation = better than the superseded idea Compatibility Harmony between innovation and values/norms of adopters
  168. 168. http://louiemarkquizon.blogspot.com Concept 10: What are the Features that Distinguishes an Innovation?
  169. 169. http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Concept 10: What are the Features that Distinguishes an Innovation?
  170. 170. http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Concept 10: What are the Features that Distinguishes an Innovation?
  171. 171. http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Divisibility Tried on a limited basis? Concept 10: What are the Features that Distinguishes an Innovation?
  172. 172. http://louiemarkquizon.blogspot.com Complexity Gauge of difficulty in understanding/using Divisibility Tried on a limited basis? Concept 10: What are the Features that Distinguishes an Innovation?
  173. 173. http://louiemarkquizon.blogspot.com Concept 10: What are the Features that Distinguishes an Innovation?
  174. 174. http://louiemarkquizon.blogspot.com Communicability Ease and effectiveness in dissemination Concept 10: What are the Features that Distinguishes an Innovation?
  175. 175. http://louiemarkquizon.blogspot.com Communicability Ease and effectiveness in dissemination Concept 10: What are the Features that Distinguishes an Innovation?
  176. 176. http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light
  177. 177. http://louiemarkquizon.blogspot.com Relative Advantage Concept 10: Example: San Miguel Beer Light
  178. 178. http://louiemarkquizon.blogspot.com Relative Advantage VS Concept 10: Example: San Miguel Beer Light
  179. 179. http://louiemarkquizon.blogspot.com Relative Advantage <ul><li>Same alcohol content </li></ul>VS Concept 10: Example: San Miguel Beer Light
  180. 180. http://louiemarkquizon.blogspot.com Relative Advantage <ul><li>Same alcohol content </li></ul><ul><li>Less calories </li></ul>VS Concept 10: Example: San Miguel Beer Light
  181. 181. http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light
  182. 182. http://louiemarkquizon.blogspot.com Compatibility Concept 10: Example: San Miguel Beer Light
  183. 183. http://louiemarkquizon.blogspot.com Compatibility Concept 10: Example: San Miguel Beer Light
  184. 184. http://louiemarkquizon.blogspot.com Compatibility Product well adopted by young professionals Concept 10: Example: San Miguel Beer Light
  185. 185. http://louiemarkquizon.blogspot.com Concept 10: Example: San Miguel Beer Light
  186. 186. http://louiemarkquizon.blogspot.com Complexity Low Concept 10: Example: San Miguel Beer Light
  187. 187. http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Concept 10: Example: San Miguel Beer Light
  188. 188. http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Concept 10: Example: San Miguel Beer Light
  189. 189. http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Communicability High Concept 10: Example: San Miguel Beer Light
  190. 190. http://louiemarkquizon.blogspot.com Complexity Divisibility Low Low Communicability High Concept 10: Example: San Miguel Beer Light
  191. 191. Summary <ul><li>Keep Developing New Products </li></ul><ul><ul><li>6 categories of new products </li></ul></ul><ul><li>Stimulate Creativity in Individuals and Groups </li></ul><ul><ul><li>6 techniques in stimulating creativity </li></ul></ul><ul><li>Get Consumers’ Response </li></ul><ul><ul><li>Answers indicates the concept’s consumer appeal </li></ul></ul>http://louiemarkquizon.blogspot.com
  192. 192. Summary <ul><li>Satisfy New or Different Needs </li></ul><ul><ul><li>New product ideas from lateral marketing </li></ul></ul><ul><li>How Can New Products Fail? </li></ul><ul><ul><li>Factors that hinder new-product development </li></ul></ul><ul><li>Where Will We Rollout? </li></ul><ul><ul><li>Determining geographic strategy </li></ul></ul>http://louiemarkquizon.blogspot.com
  193. 193. Summary <ul><li>Management Decisions for Test Marketing </li></ul><ul><ul><li>Test the product into test markets </li></ul></ul><ul><li>Consumer Adoption Process </li></ul><ul><ul><li>From first hearing to final adoption </li></ul></ul>http://louiemarkquizon.blogspot.com
  194. 194. Summary <ul><li>How Adopters are Categorized </li></ul><ul><ul><li>Readiness to try new products </li></ul></ul><ul><li>What features distinguishes an innovation? </li></ul><ul><ul><li>5 characteristics of an innovation </li></ul></ul>http://louiemarkquizon.blogspot.com
  195. 195. TOP 10 Learning Concepts for Chapter 20 Introducing New Market Offerings Louie Mark Quizon April 1, 2011 http://louiemarkquizon.blogspot.com

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