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New Product Launch- Marketing Examples for all stages

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Prasith Ashok

Definition of New Products. The types of new products launched. The various stages examples from idea generation to the final commercialization examples more than 200 examples

Marketing
1 of 276
New Product Launch
Definition of a new product  A product is a bundle of utility that is offered for satisfying the expectation of the market”. 1/21/2016Indian Institute of Management Raipur
New Products  New to the world  New to the Market  New to the Company  Addition to the Product Line  Repositioning 1/21/2016Indian Institute of Management Raipur
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur LG Curved TV
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur 3D Printer
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur Kohler Moxie
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur Panono 360*360 Camera
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur AriGro Self Watering Planter
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur Rotimatic
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur Rotimatic
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur PS4 attachment for Xperia Z1, Z2, Z3
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur Kohler Touchless Flush
New to the Market New to the Company Addition to the Product Line Repositioning New to the World 1/21/2016Indian Institute of Management Raipur DSLR Lens attachment for Xperia Z1, Z2, Z3
New to the Company Addition to the Product Line Repositioning New to the Market New to the World 1/21/2016Indian Institute of Management Raipur UBER Cabs in India
New to the Company Addition to the Product Line Repositioning New to the Market New to the World 1/21/2016Indian Institute of Management Raipur ONEPLUS ONE in India
New to the Company Addition to the Product Line Repositioning New to the Market New to the World 1/21/2016Indian Institute of Management Raipur HUL MAGNUM in India
New to the Company Addition to the Product Line Repositioning New to the Market New to the World 1/21/2016Indian Institute of Management Raipur Air Asia in India
New to the Company Addition to the Product Line Repositioning New to the Market New to the World 1/21/2016Indian Institute of Management Raipur BUDDHA International Circuit
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur Xperia NFC Tags
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur Tata Photon Wi-Fi Data Card
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur Asus Surface Book
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur Godrej Happy Foam
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur URZAA
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur Surf Liquid Detergent
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur Nestle Juices
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur Medimix Herbal Handwash
Addition to the Product Line Repositioning New to the World New to the Company New to the Market 1/21/2016Indian Institute of Management Raipur Lipton Ice Tea Drink
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur iPhone 6+
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Sony PS4
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Ouya Game Console
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Sony Xperia Z3
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Samsung Smart Watch
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Sony Handycam FDR-AX100
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Sony 4K Ultra Short Throw Projector
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Blackberry Passport
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Samsung Galaxy Alpha 4G
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Google android one
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Android Lollypop 5.0
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Google Nexus 6
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Parle Happy Happy
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur ITC Essenze Di Wills
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Alpenliebe Moonz
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Bingo Yumitos
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Ponds men
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Parachute hot oil
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur HUL Magic
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Amul ProLife Lassee
Repositioning New to the World New to the Company New to the Market Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Godrej Aer Twist gel Dash
New to the World New to the Company New to the Market Repositioning Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Tata Nano
New to the World New to the Company New to the Market Repositioning Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Sony PS3
New to the World New to the Company New to the Market Repositioning Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Marlboro
New to the World New to the Company New to the Market Repositioning Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Cadbury Dairy Milk
New to the World New to the Company New to the Market Repositioning Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Cadbury Gems
New to the World New to the Company New to the Market Repositioning Addition to the Product Line 1/21/2016Indian Institute of Management Raipur Amul Chocolates
Stages in New Product Development  Idea Generation  Idea Screening  Concept Development and Testing  Marketing Strategy  Business Analysis  Prototype and Testing  Market Testing  Commercialization 1/21/2016Indian Institute of Management Raipur
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization  Consumers  Employees  Competitors  R&D Teams, Experts and Consultants  Students Sources of Idea
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization CrowdSourcing
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Crowdsourcing
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Crowdsourcing
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Facebook
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization B-School Competitions
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization From Employees
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization From Employees
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Studying Competitors
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Studying Competitors
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Studying Competitors
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Studying Competitors
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Studying Competitors
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Studying Competitors
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Studying Competitors
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization R&D
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Attribute Listing
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Forced Relationship
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Forced Relationship
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Forced Relationship
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Forced Relationship
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Forced Relationship
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Forced Relationship
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Morphological Analysis
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Morphological Analysis Power Supply Bulb Type Light Intensity Size Style Finish Material Battery Halogen Low Very Large Modern Black Metal Mains Bulb Medium Large Antique White Ceramic Solar Daylight High Medium Roman Metallic Concrete Generator Colored Variable Small Art Nouveau Terracotta Bone Crank Hand held Industrial Enamel Glass Gas Ethnic Natural Wood Oil/Petrol Fabric Stone Flame Plastic
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Mind Mapping
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Mind Mapping
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Reverse Assumption  Identify the problem  List all assumptions associated with it- process,intentions  Reverse the assumptions  Disruptive Solution
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Reverse Assumption
Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Techniques for Idea Generation Reverse Assumption
Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Idea Screening  Marketing Factors  Production Factors  Development Factors  Financial Factors Is the product idea compatible with company objectives, strategies, and resources?
Concept Development and Testing Marketing Strategy Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Idea Screening Idea Screening Factor Relative weight Idea 1 Score Idea 2 Score Idea 3 Score Idea Feasibility 0.3 10 8 10 Offline Capability 0.2 0 4 10 Lack of strong competition 0.15 8 2 8 Differentiation 0.15 8 4 8 Low Finance Requirement 0.1 4 8 10 Revenue Generation 0.1 6 10 8
 Real Fruit Juice: A healthy drink without preservatives which gives you the feeling of eating a fresh fruit. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Tzinga: An economical flavoured energy to re-energize you. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Mercedes SLS AMG Electric: An electric supercar concept. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Android One: A technologically advanced mobile technology which is highly economical and a mobile for everybody. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Discover 100M: A technological advancement which delivers both power and mileage. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Sony Vaio: A trendy, stylised laptop available in different color especially for girls. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Dove: A crème soap which is highly moisturizing. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 MTR Ready to Eat: A easy to cook meal for employed people. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Zara: A fast fashion concept which gives you the apparels right away as showcased in the fashion shows. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Sonata Super Fibre: A rough and tough economical watch. Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Test before launching a product: 1. Communicability of an idea 2. Believability of an idea 3. Likeability of an idea Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
 Do you understand the concept of the product? Yes( ) No( )  Do you believe the claims about the product's performance? Yes( ) No( )  What are the main benefits of the new product compared with a conventional product?  What improvements in the product's features would you suggest?  Who would be involved in your decision to buy such a product? Who would use it?  Would you buy such a product? Definitely( ) Probably( ) Probably not( ) Definitely not( ) Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Examples of Concept Testing gone wrong Marketing Strategy Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Marketing Strategy Elements Target Group Average Product Benchmark Price Promotion Distribution
Target Group  The group most likely to buy the product is called the target market for the product. It defines ‘Who’ is the Customer?  It tells you of all the market available for the product or to be generated by the product, which segment(s) would be most likely to buy the product. Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Examples of Target Market  Royal Enfield Thunderbird: Males of the age 18-40 who are passionate about riding and are adventurous. Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
 TVS Scooty Pep: Young college going girls belonging to an average income family. Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
 Vodafone: The corporates Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
 Raymonds: A person who is well educated, well traveled and above all is sensitive and caring Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
 Maruti Suzuki Ciaz: Young men who have entered into their professional lives. Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Product  The features, packaging, design, size, services, warranties etc. associated with the product. Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Pricing  Benchmark Price: The price of the competitors already in the market.  Adjusting your price in relation to them. Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Lower Than the market price Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Parallel to the Market Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
More than the market Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Promotion  A specific combination of promotional methods used for one product or a family of products.  It includes the elements of promotional mix:- a) Personal Selling. b) Advertising. c) Direct Marketing. d) Sales Promotion. e) Public Relations. Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
 Personal Selling Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
 Advertising Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Personal Selling
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Personal Selling
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Personal Selling
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Advertising
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Advertising
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Marketing
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Marketing
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Marketing
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Marketing
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Sales Promotion
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Sales Promotion
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Sales Promotion
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Distribution It is the method used to get your product or service through various distribution channels to the ultimate purchaser or end-user. Distribution Channels:
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Direct Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy One Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy One Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy One Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy One Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Two Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Two Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Two Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Two Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Two Level Channel
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Product Distribution Three Categories of market Coverage exist:  Intensive distribution  Selective distribution  Extensive distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Intensive Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Intensive Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Intensive Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Selective Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Selective Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Selective Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Selective Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Exclusive Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Exclusive Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Exclusive Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Exclusive Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Exclusive Distribution
Business Analysis Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Exclusive Distribution
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Benefit of Business Analysis •Helps in Determining the cost involving in the proposed NPD. •Eliminate Inappropriate ideas. •Avoid Unnecessary costs. •Estimate your product price. •Identify Market Potential. •Forecast our sales volume. •Identify the Break-Even Point.
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis • Management tries to calculate the expected future cash flows by taking some basis of estimation • Management needs to prepare sales, cost, and profit projections to determine whether they satisfy the company’s objectives. • If they do, the product concept can move to the product-development stage. • If they doesn’t satisfy , drop the product development.
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Total fixed costs $300,000 Variable cost per unit $5 Sales price per unit $20 Anticipated unit sales 310000 SUMMARY OF INPUT
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis BEP Analysis Units Sold Sales Revenues Variable Costs Fixed Costs Operating Profit 0 $0 $0 $300,000 $-300,000 5000 100,000 25,000 300,000 -225,000 10000 200,000 50,000 300,000 -150,000 15000 300,000 75,000 300,000 -75,000 20000 400,000 100,000 300,000 0 25000 500,000 125,000 300,000 75,000 30000 600,000 150,000 300,000 150,000 35000 700,000 175,000 300,000 225,000 40000 800,000 200,000 300,000 300,000 45000 $900,000 $225,000 $300,000 $375,000
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis You would need to sell 20,000 units in order to cover your fixed costs. If you sell your anticipated 310,000 units then your profit/loss would be $4,350,000.
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Estimation of Sales
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis 1. Fail early and inexpensively 2. Gather more accurate requirements 3. Technically understand the problem 4. Resolve conflicts 5. Rally financial support 6. File patents more easily Why Prototype?
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Steps in Prototype Design Step 1 – Assessing the problem Step 2 – Research Step 3- Ideas Step 4 – Prototype s Step 5 - Final design Step 6 – Testing Step 7 – Manufact uring
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Apple is investigating using flexible displays
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis 3M green screen in 4K
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Ford Ecosport Daystoon Prototype
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis First Apple iphone prototype
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Sony Displays OLED Product Prototype
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Polytron Clear glass phone prototype
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Prototype 37-C - Anti Aging Serum
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Prototype 37-C - Anti Aging Serum
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Mercedes Prototype
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Compact Prototype Car from Infiniti
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Prototype 37-C - Anti Aging Serum
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis The Smart ebike by Hussein
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Piaggio MP3 HyS Hybrid Scooter Prototype
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Tata Megapixel
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Nissan’s Prototype
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis LEVO IPAD FLOOR
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Motiv prototype by Yamaha
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Wii Product
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Suzuki Q-Concept car
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Toyota Fuel Cell Vehicle prototype
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Mercedes Benz F-cell Roadster
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Speed Measure Boot
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market testing What actions to take What information to collect Length of Test Where to test When to test
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Why Test Marketing? • Prediction-Consumer reaction • Operational Effectiveness(Marketing Plan) • Identify Problems • Accurate simulation and risk reduction • Final adjustments before launch
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Benefits  Workability of marketing plan  Alternate allocations of budget required?  Conversion of non customers to consumers  Estimation of sales, market share, performance of the product
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Risk involved  High cost  Lose good will before the launch  Opportunity to competitors to quickly copy the product
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis HUL Magic
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing “To test multiple marketing scenarios and select the most promising for expansion”  Sales wave Research  Simulate Test Marketing  Controlled Test Marketing
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Sales Wave Research  Consumers who initially tried the product at no cost are reoffered it at slightly reduced prices than competitors’ one.  Offer can be made 5 times.  Company notes how many customers select it again and their reported level of satisfaction.
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Simulated Test Marketing  30 or 40 qualified shoppers are asked about brand familiarity and preferences in particular product category and screened to them both well known TV commercials or print ads and advertisement of new product but is not singled out for attention.  Consumers receives small amount of money and asked to purchase any item.  Consumers are asked the reasons for their purchase and non purchase.  The company notes how many consumers buy the new brand and competing brands. This provides a measure of the ad’s relative effectiveness against competing ads in stimulating trial.  Those who did not buy the new brand are given a free sample.  Some weeks later they are interviewed by phone to know about product’s value in terms of satisfaction.
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Controlled Test Marketing  Research Firms  Product to panel of participating stores  Promotions  Interview customers to get impressions of product
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis a
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Market Testing Commercialization Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Bahrain Test  Project blue launched initially in Bahrain  12 week program  Newly designed cans and bottles distributed throughout the city  Blue project implemented in one-half of the city
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Commercialization “Commercialization is the process or cycle of introducing a new product or production method into the market”  When – When the company has to decide on the introduction timing  Where – Where the company has to decide where to launch its products  Whom – To whom the primary target consumer group will have been identified earlier by research and test marketing
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization • Is there a product? • Can the product win in this Marketplace? • Is entry worth it? • How will we reach your target customer? • How will the customer become aware of our product? • How will the customer buy it? • How will we deliver it? Key questions to answer?
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization When – LG OLED TV(First)
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Panasonic 3D Camcorder
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Panasonic Camera
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Parallel Launch
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Late Lunch
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Comprehensive Launch
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Promise
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization To Whom?
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Introductory Market Strategy
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Rapid Skimming
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Slow Skimming
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Rapid Penetration
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization
Idea Generation 1/21/2016Indian Institute of Management Raipur Prototype Testing Idea Screening Concept Development and Testing Marketing Strategy Business Analysis Market Testing Commercialization Slow Penetration
Case Study-Nike Free
Idea Generation 1/21/2016Indian Institute of Management Raipur
Idea Generation and Screening  Research & Development identify the physiological needs of the Atheletes  Nike Sports Research Library takes idea and researches and prepares a design brief. Idea of “Natural Technology” the designers started surveying athletes. 1/21/2016Indian Institute of Management Raipur
Idea Generation and Screening  Lalana, Track coach at Stanford University who trained athletes bare foot to make them stronger.  Researchers brought 10men and 10 women and video recorded their foot, ankle joints when they play without shoes Biomechanics were developed. 1/21/2016Indian Institute of Management Raipur
Concept Development and Testing  Development Concepts based on the Biometrics obtained.  Design Team came up with variety of concepts tested using simulation settings 1/21/2016Indian Institute of Management Raipur
Concept Development and Testing  Independent Testing.  6month Trial, 110 every day runners wore Nike Free shoes researchers analysed the improvements in all aspects of speed.  In 100metre race difference between first place and fourth place. 1/21/2016Indian Institute of Management Raipur
Market Strategy  “Nike Free is gym at your feet”.  The advertising and marketing campaigns were carefully crafted to ensure that consumers recognised Nike Free as a training shoe which could help build additional strength and therefore the ability to train longer – not as a replacement to its other sports shoes. This product positioning was a balancing act, requiring careful communication and application.  Promoted Nike Free as a new product and training concept before taking it to market. 1/21/2016Indian Institute of Management Raipur
Market Strategy  Nike found out sales decision was influenced by “Sales Associates”- 20s needed to educate them  Launched SKUs 1/21/2016Indian Institute of Management Raipur
Market Strategy & Commercialization 1/21/2016Indian Institute of Management Raipur
1/21/2016Indian Institute of Management Raipur References  http://www.afrbiz.com.au/media/k2/attachments/Nike_Case_Study_ Ed_7.pdf  https://membership.brandonhall.com/posts/687872-case-study-nike- s-new-sports-knowledge-underground/publicConcept Development and Testing
Thank you

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