Product Development Case Study Series Part 2 C

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Part 2 C of a multi-part product development guide to managing a product introduction.

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Product Development Case Study Series Part 2 C

  1. 1. 1 Product development part 2 c of 7 part Case Study
  2. 2. Luxury brand Case Study2
  3. 3. Notes3
  4. 4. Luxury Brand4 Business Development Case Study Part II C
  5. 5. Project Start5
  6. 6. Project Start6
  7. 7. Project Start7
  8. 8. Project Start8
  9. 9. Appoint Team9
  10. 10. Project start10 agreed project start date as defined by trigger
  11. 11. Project start11 project team must be in place and fully operational
  12. 12. Project start12 Project development time will be measured
  13. 13. Project start13
  14. 14. Project start14
  15. 15. Project start15
  16. 16. Team building16
  17. 17. Team building17
  18. 18. Team building18
  19. 19. Team building19
  20. 20. Branding objective20
  21. 21. Branding objective21 orientation
  22. 22. Branding objective22 category immersion
  23. 23. Branding objective23 market place immersion
  24. 24. Branding objective24
  25. 25. Branding objective25 Brand Platform
  26. 26. Branding objective26
  27. 27. Branding objective27 Brand agency review
  28. 28. Branding objective28
  29. 29. Branding objective29 $225
  30. 30. Branding objective30
  31. 31. opinion leaders31
  32. 32. opinion leaders32
  33. 33. $ opinion leaders33 5 0, 0 0
  34. 34. Competitive patent screen34
  35. 35. Competitive patent screen35
  36. 36. Competitive patent screen36
  37. 37. Competitive patent screen37
  38. 38. Customer service plans38
  39. 39. Customer service plans39
  40. 40. Customer service plans40 will need to interface with manufacturing, logistics, consumer service, sales, and wholesalers to provide the level of service and performance required
  41. 41. Customer service plans41 will also provide sale support
  42. 42. Customer service plans42 dedicated customer service
  43. 43. Customer service plans43
  44. 44. Customer service plans44
  45. 45. Customer service plans45 quarterly customer service training quarterly product training customers service access shipment tracking
  46. 46. Customer service plans46 relation ship $125 market ing 000
  47. 47. Competitive customer service47
  48. 48. Consumer services plans48
  49. 49. Consumer services plans49 effectively dealing with consumer problems making it easy & hassle free for the consumer
  50. 50. Consumer services plans50 perform a database marketing and consumer promotion function
  51. 51. Consumer services plans51
  52. 52. Consumer services plans52 warranty
  53. 53. Consumer services plans53
  54. 54. Consumer services plans54 problem solving customer satisfaction follow-up issue resolution
  55. 55. Consumer services plans55
  56. 56. Consumer services plans56 $75,000
  57. 57. Competitive consumer service57
  58. 58. Channel program58 due to the dynamics of the channels required for success this role will require a detail plan by channel and consistent management of the process. customers will expect nothing less than flawless execution of our promotions.
  59. 59. Channel program59 Launch Requirements training(national sales meeting) catalogs support materials events premiums sales samples upscale promotions customer presentations channel blitz trade shows regional shows builder nights merchandisers on-line
  60. 60. 60Retail Categories Designers Architects Wholesale Showroom Competitive channel Kwikset Schlage Baldwin Period Brass Jado Omnia Rocky Mountain Emtek
  61. 61. Sales program61 requires three levels: architect / designers, wholesale and showroom. to meet these goals the management of three individual sales groups will be required. strong requirement of integration and coordination of efforts for a successful operation.
  62. 62. Competitive sales62
  63. 63. Sales objective63 develop sales plan
  64. 64. Sales situational analysis64
  65. 65. Sales situational analysis65 competitive review
  66. 66. Sales situational analysis66 market opportunities
  67. 67. Sales situational analysis67
  68. 68. Sales situational analysis68 sales structure
  69. 69. Sales situational analysis69 Target Customers
  70. 70. Sales situational analysis70 commercialization
  71. 71. Showroom Research71
  72. 72. Showroom Research72 determine
  73. 73. Key findings73
  74. 74. Key findings74 showrooms / distribution lack regional market programs
  75. 75. Key findings75
  76. 76. Key findings76
  77. 77. sales plan77 build preferred partnerships with sales partners aggressive marketing programs designed to capture market share and create incremental business
  78. 78. sales plan78
  79. 79. sales plan79
  80. 80. sales plan80
  81. 81. sales plan81
  82. 82. sales plan82
  83. 83. sales plan83 limit distribution invest in those businesses to enhance the partnership
  84. 84. sales plan84 create showroom relationship program to make the transition from one step of the home building process to another, seamless for the consumer
  85. 85. sales plan85 –
  86. 86. sales plan86 Archi tects show case homes
  87. 87. sales plan87
  88. 88. architect plan88
  89. 89. architect plan89
  90. 90. architect plan90 project cost: $60,000
  91. 91. Advertising plan91 advertising will play a larger role during the introduction, to create awareness with a focus on image and benefits utilize media that are most suited to communicate product benefits to the target group advertising development plan (creative strategy)
  92. 92. Advertising plan92 initial creative brief should be simple, a much more comprehensive version will be required later in the process objective target audience key consumer benefit reason to believe tone and manner
  93. 93. Competitive advertising93
  94. 94. Promotion plan94 packaging and merchandising are critical to generating sales
  95. 95. Promotion plan95 in-store sales force promotions will play a major role in delivering the message price oriented promotions are to be avoided
  96. 96. Promotion plan96 incentives to drive home packages and excite sales to drive the product this type of promotion will provide greater impact for the investment
  97. 97. Competitive promotions97
  98. 98. Public relations plan98 will play a major role in the marketing mix, since the latest trends in home decorations are newsworthy for the trade press, home remodeling media and the general consumer
  99. 99. Public relations plan99
  100. 100. Public relations plan100 if you’re not the lead dog, the view never changes
  101. 101. Competitive public relations101
  102. 102. Merchandising plan102
  103. 103. Merchandising plan103
  104. 104. Merchandising plan104 merchandising must have appealing graphics and structural design with which the target group will identify and associate benefits
  105. 105. Merchandising plan105
  106. 106. Competitive merchandising106
  107. 107. Online plan107
  108. 108. Competitive online108
  109. 109. Packaging plan109 for showrooms packaging is not on display, but must present an image and after purchase confirmation that the customer made the correct decision
  110. 110. Packaging plan110 must have an innovative structural design with appealing graphics with which the target group will identify and associate benefits
  111. 111. Packaging plan111 graphic design should be upscale, classic with current trends in mind
  112. 112. Competitive packaging112
  113. 113. Pricing plan113
  114. 114. Pricing plan114
  115. 115. Pricing plan115 competition will continue to increase during the next few years
  116. 116. Pricing plan116 logistics, R&D, design and establishing a power brand will be important in maintaining pricing and margins
  117. 117. Competitive pricing117
  118. 118. competitor Product Review118
  119. 119. competitor Product Review119
  120. 120. competitor Product Review120
  121. 121. competitor quality Review121 review of all relevant competitive products to fully understand actual and potential strengths and weaknesses
  122. 122. Quality plan122
  123. 123. Quality plan123
  124. 124. Competitive quality124
  125. 125. Competitive engineering testing125
  126. 126. Competitive engineering testing126
  127. 127. Competitive engineering testing127
  128. 128. Competitive engineering testing128
  129. 129. Service design input129
  130. 130. Service design input130
  131. 131. Service design input131
  132. 132. Service design input132
  133. 133. Technical feasibility133
  134. 134. Technical feasibility134
  135. 135. Technical feasibility135
  136. 136. Technical feasibility136
  137. 137. Preliminary research137
  138. 138. Preliminary research138
  139. 139. Preliminary research139
  140. 140. Preliminary research140
  141. 141. Product plan141 product plays a pivotal role, from which all else is derived
  142. 142. Product plan142
  143. 143. Product plan143
  144. 144. Initial Product collections144 tuscan french chateau craftsman
  145. 145. Second generation Product collections145 english bronze colonial french country Mediterranean farmhouse victorian
  146. 146. Product functional profile146
  147. 147. Product plan147
  148. 148. Design Research Plan148 scope renderings (sla if available), branding, finishes
  149. 149. Design Research Plan149 step 1: architects: so. california, seattle, dallas, bay area, chicago, boston builders: lennar, toll brothers, david weekley channel: alk contractor supply, clark and barlow contract builders supply, seattle lighting showroom: berg, locks northwest, albany hardware, specialty hardware: bc, west end west
  150. 150. Design Research Plan150 step 2
  151. 151. Design Research Plan151 finishes
  152. 152. Design Research Plan152
  153. 153. industrial design153 15,00
  154. 154. Industrial design renderings154
  155. 155. Industrial design renderings155
  156. 156. Industrial design renderings156
  157. 157. Industrial design renderings157
  158. 158. Industrial design renderings158
  159. 159. Luxury Brand159 Business Development Case Study Part II C

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