Product Development Case Study Series Part 2 C
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Product Development Case Study Series Part 2 C

on

  • 315 views

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

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

Statistics

Views

Total Views
315
Views on SlideShare
315
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Product Development Case Study Series Part 2 C Presentation Transcript

  • 1. 1 Product development part 2 c of 7 part Case Study
  • 2. Luxury brand Case Study2
  • 3. Notes3
  • 4. Luxury Brand4 Business Development Case Study Part II C
  • 5. Project Start5
  • 6. Project Start6
  • 7. Project Start7
  • 8. Project Start8
  • 9. Appoint Team9
  • 10. Project start10 agreed project start date as defined by trigger
  • 11. Project start11 project team must be in place and fully operational
  • 12. Project start12 Project development time will be measured
  • 13. Project start13
  • 14. Project start14
  • 15. Project start15
  • 16. Team building16
  • 17. Team building17
  • 18. Team building18
  • 19. Team building19
  • 20. Branding objective20
  • 21. Branding objective21 orientation
  • 22. Branding objective22 category immersion
  • 23. Branding objective23 market place immersion
  • 24. Branding objective24
  • 25. Branding objective25 Brand Platform
  • 26. Branding objective26
  • 27. Branding objective27 Brand agency review
  • 28. Branding objective28
  • 29. Branding objective29 $225
  • 30. Branding objective30
  • 31. opinion leaders31
  • 32. opinion leaders32
  • 33. $ opinion leaders33 5 0, 0 0
  • 34. Competitive patent screen34
  • 35. Competitive patent screen35
  • 36. Competitive patent screen36
  • 37. Competitive patent screen37
  • 38. Customer service plans38
  • 39. Customer service plans39
  • 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. Customer service plans41 will also provide sale support
  • 42. Customer service plans42 dedicated customer service
  • 43. Customer service plans43
  • 44. Customer service plans44
  • 45. Customer service plans45 quarterly customer service training quarterly product training customers service access shipment tracking
  • 46. Customer service plans46 relation ship $125 market ing 000
  • 47. Competitive customer service47
  • 48. Consumer services plans48
  • 49. Consumer services plans49 effectively dealing with consumer problems making it easy & hassle free for the consumer
  • 50. Consumer services plans50 perform a database marketing and consumer promotion function
  • 51. Consumer services plans51
  • 52. Consumer services plans52 warranty
  • 53. Consumer services plans53
  • 54. Consumer services plans54 problem solving customer satisfaction follow-up issue resolution
  • 55. Consumer services plans55
  • 56. Consumer services plans56 $75,000
  • 57. Competitive consumer service57
  • 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. 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. 60Retail Categories Designers Architects Wholesale Showroom Competitive channel Kwikset Schlage Baldwin Period Brass Jado Omnia Rocky Mountain Emtek
  • 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. Competitive sales62
  • 63. Sales objective63 develop sales plan
  • 64. Sales situational analysis64
  • 65. Sales situational analysis65 competitive review
  • 66. Sales situational analysis66 market opportunities
  • 67. Sales situational analysis67
  • 68. Sales situational analysis68 sales structure
  • 69. Sales situational analysis69 Target Customers
  • 70. Sales situational analysis70 commercialization
  • 71. Showroom Research71
  • 72. Showroom Research72 determine
  • 73. Key findings73
  • 74. Key findings74 showrooms / distribution lack regional market programs
  • 75. Key findings75
  • 76. Key findings76
  • 77. sales plan77 build preferred partnerships with sales partners aggressive marketing programs designed to capture market share and create incremental business
  • 78. sales plan78
  • 79. sales plan79
  • 80. sales plan80
  • 81. sales plan81
  • 82. sales plan82
  • 83. sales plan83 limit distribution invest in those businesses to enhance the partnership
  • 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. sales plan85 –
  • 86. sales plan86 Archi tects show case homes
  • 87. sales plan87
  • 88. architect plan88
  • 89. architect plan89
  • 90. architect plan90 project cost: $60,000
  • 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. 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. Competitive advertising93
  • 94. Promotion plan94 packaging and merchandising are critical to generating sales
  • 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. 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. Competitive promotions97
  • 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. Public relations plan99
  • 100. Public relations plan100 if you’re not the lead dog, the view never changes
  • 101. Competitive public relations101
  • 102. Merchandising plan102
  • 103. Merchandising plan103
  • 104. Merchandising plan104 merchandising must have appealing graphics and structural design with which the target group will identify and associate benefits
  • 105. Merchandising plan105
  • 106. Competitive merchandising106
  • 107. Online plan107
  • 108. Competitive online108
  • 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. Packaging plan110 must have an innovative structural design with appealing graphics with which the target group will identify and associate benefits
  • 111. Packaging plan111 graphic design should be upscale, classic with current trends in mind
  • 112. Competitive packaging112
  • 113. Pricing plan113
  • 114. Pricing plan114
  • 115. Pricing plan115 competition will continue to increase during the next few years
  • 116. Pricing plan116 logistics, R&D, design and establishing a power brand will be important in maintaining pricing and margins
  • 117. Competitive pricing117
  • 118. competitor Product Review118
  • 119. competitor Product Review119
  • 120. competitor Product Review120
  • 121. competitor quality Review121 review of all relevant competitive products to fully understand actual and potential strengths and weaknesses
  • 122. Quality plan122
  • 123. Quality plan123
  • 124. Competitive quality124
  • 125. Competitive engineering testing125
  • 126. Competitive engineering testing126
  • 127. Competitive engineering testing127
  • 128. Competitive engineering testing128
  • 129. Service design input129
  • 130. Service design input130
  • 131. Service design input131
  • 132. Service design input132
  • 133. Technical feasibility133
  • 134. Technical feasibility134
  • 135. Technical feasibility135
  • 136. Technical feasibility136
  • 137. Preliminary research137
  • 138. Preliminary research138
  • 139. Preliminary research139
  • 140. Preliminary research140
  • 141. Product plan141 product plays a pivotal role, from which all else is derived
  • 142. Product plan142
  • 143. Product plan143
  • 144. Initial Product collections144 tuscan french chateau craftsman
  • 145. Second generation Product collections145 english bronze colonial french country Mediterranean farmhouse victorian
  • 146. Product functional profile146
  • 147. Product plan147
  • 148. Design Research Plan148 scope renderings (sla if available), branding, finishes
  • 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. Design Research Plan150 step 2
  • 151. Design Research Plan151 finishes
  • 152. Design Research Plan152
  • 153. industrial design153 15,00
  • 154. Industrial design renderings154
  • 155. Industrial design renderings155
  • 156. Industrial design renderings156
  • 157. Industrial design renderings157
  • 158. Industrial design renderings158
  • 159. Luxury Brand159 Business Development Case Study Part II C