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Marketing Chapter no 9

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Marketing Chapter no 9

  1. 1. Chapter 9- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine New-Product Development and Product Life-Cycle Strategies
  2. 2. Chapter 9- slide 2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development and Product Life-Cycle Strategies • New-Product Development Strategy • The New-Product Development Process • Managing New-Product Development • Product Life-Cycle Strategies • Additional Product and Service Considerations Topic Outline
  3. 3. Chapter 9- slide 3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Strategy Acquisition refers to the buying of a whole company, a patent, or a license to produce someone else’s product New product development refers to original products, product improvements, product modifications, and new brands developed from the firm’s own research and development Two ways to obtain new products
  4. 4. Chapter 9- slide 4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Reasons for new product failure
  5. 5. Chapter 9- slide 5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The New-Product Development Process Idea generation is the systematic search for new-product ideas Sources of new-product ideas • Internal • External Idea Generation
  6. 6. Chapter 9- slide 6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process Internal sources refer to the company’s own formal research and development, management and staff, and intrapreneurial programs External sources refer to sources outside the company such as customers, competitors, distributors, suppliers, and outside design firms Idea Generation
  7. 7. Chapter 9- slide 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process • Identify good ideas and drop poor ideas • R-W-W Screening Framework: – Is it real? – Can we win? – Is it worth doing? Idea Screening
  8. 8. Chapter 9- slide 8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process • Product idea is an idea for a possible product that the company can see itself offering to the market • Product concept is a detailed version of the idea stated in meaningful consumer terms • Product image is the way consumers perceive an actual or potential product Concept Development and Testing
  9. 9. Chapter 9- slide 9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process Concept testing refers to testing new- product concepts with groups of target consumers Concept Development and Testing
  10. 10. Chapter 9- slide 10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process • Marketing strategy development refers to the initial marketing strategy for introducing the product to the market • Marketing strategy statement includes: – Description of the target market – Value proposition – Sales and profit goals Marketing Strategy Development
  11. 11. Chapter 9- slide 11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process • Business analysis involves a review of the sales, costs, and profit projections to find out whether they satisfy the company’s objectives Marketing Strategy Development
  12. 12. Chapter 9- slide 12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process • Product development involves the creation and testing of one or more physical versions by the R&D or engineering departments • Requires an increase in investment Marketing Strategy Development
  13. 13. Chapter 9- slide 13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process Test marketing is the stage at which the product and marketing program are introduced into more realistic marketing settings • Provides the marketer with experience in testing the product and entire marketing program before full introduction Marketing Strategy Development
  14. 14. Chapter 9- slide 14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process Types of Test Markets
  15. 15. Chapter 9- slide 15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process • Advantages of simulated test markets • Less expensive than other test methods • Faster • Restricts access by competitors • Disadvantages • Not considered as reliable and accurate due to the controlled setting Marketing Strategy Development
  16. 16. Chapter 9- slide 16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process Marketing Strategy Development
  17. 17. Chapter 9- slide 17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall New-Product Development Process Commercialization is the introduction of the new product • When to launch • Where to launch • Planned market rollout Marketing Strategy Development
  18. 18. Chapter 9- slide 18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing New-Product Development Successful new-product development should be: • Customer centered • Team centered • Systematic
  19. 19. Chapter 9- slide 19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing New-Product Development Customer-centered new product development focuses on finding new ways to solve customer problems and create more customer satisfying experiences • Begins and ends with solving customer problems New-Product Development Strategies
  20. 20. Chapter 9- slide 20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing New-Product Development Sequential new-product development is a development approach where company departments work closely together individually to complete each stage of the process before passing along to the next department or stage • Increased control in risky or complex projects • Slow New-Product Development Strategies
  21. 21. Chapter 9- slide 21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing New-Product Development Team-based new-product development is a development approach where company departments work closely together in cross- functional teams, overlapping in the product- development process to save time and increase effectiveness New-Product Development Strategies
  22. 22. Chapter 9- slide 22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Managing New-Product Development Systematic new-product development is an innovative development approach that collects, reviews, evaluates, and manages new-product ideas • Creates an innovation-oriented culture • Yields a large number of new-product ideas New-Product Development Strategies
  23. 23. Chapter 9- slide 23 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Fads are temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity Product Life-Cycle Strategies
  24. 24. Chapter 9- slide 24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Product Life-Cycle Strategies • Slow sales growth • Little or no profit • High distribution and promotion expense Introduction Stage
  25. 25. Chapter 9- slide 25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Product Life-Cycle Strategies • Sales increase • New competitors enter the market • Price stability or decline to increase volume • Consumer education • Profits increase • Promotion and manufacturing costs gain economies of scale Growth Stage
  26. 26. Chapter 9- slide 26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Product Life-Cycle Strategies • Slowdown in sales • Many suppliers • Substitute products • Overcapacity leads to competition • Increased promotion and R&D to support sales and profits Maturity Stage
  27. 27. Chapter 9- slide 27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Product Life-Cycle Strategies • Market modifying • Product modifying • Marketing mix modifying Maturity Stage Modifying Strategies
  28. 28. Chapter 9- slide 28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Product Life-Cycle Strategies • Maintain the product • Harvest the product • Drop the product Decline Stage
  29. 29. Chapter 9- slide 29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Additional Product and Service Considerations • Public policy and regulations regarding developing and dropping products, patents, quality, and safety Product Decisions and Social Responsibility
  30. 30. Chapter 9- slide 30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Additional Product and Service Considerations • Determining what products and services to introduce in which countries • Standardization versus customization • Packaging and labeling • Customs, values, laws International Product and Services Marketing—Challenges

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