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Portfolio Plan.pptx
1. NPD - Stage 3: Concept Development &
Testing
• Value proposition evaluation is the first step towards concept
development and testing.
• Ensures that problems in the approach are discovered sooner and the
team can course-correct earlier.
2. NPD - Stage 4: Market Strategy/Business
Analysis
• Its all about reaching out to the targeted audience & Market .
• Here comes the 7ps of service marketing mix (Intangible products) .
• Pricing Model (Cost-Based or Market-Focused )
3. NPD - Stage 5: Product Development
• Developing the prototype & MVP (Minimum Viable Product )
4. NPD - Stage 6: Deployment
• Go from MVP to full features in real live scenarios .
5. NPD - Stage 7: Market Entry /Commercialization
• Here comes the Marketing & communication
• Answer how the product will make the customer’s life easier.
6. Product Life Cycle Management - Introduction
Targeting to create Brand Identity , right partners , set up consumer
tests , price the product or service & reflect quality .
• rapid skimming - launching at a high price and high promotional level
• slow skimming - launching at a high price and low promotional level
• rapid penetration - launching at a low price with significant promotion
• slow penetration - launching at a low price and minimal promotion
7. Product Life Cycle Management - Growth
Targeting to seek to maximizing sales & profits .
• Improving product quality
• Adding new features or support services to grow market share
• Entering new markets segments (gaming , home entertainment )
• keeping pricing as high as is reasonable to keep demand and profits high
• Increasing customer service support unites to mange sales increase
• Shifting marketing messages from product awareness to product preference
• Skimming product prices if profits are too low
8. Product Life Cycle Management - Maturity
Targeting to extend the life cycle (market saturated ).
• market modification - new market segments, redefining target
markets, winning over competitor's customers, converting non-users
• product modification -improving product's features, quality, pricing
and differentiating it from other products in the marking
9. Product Life Cycle Management - Decline
Targeting to save money & avoid entering the decline .
•reduce promotional expenditure
•reduce distribution outlets
•implement price cuts to get the customers to buy
•find another use for the product
•maintain the product and wait for competitors to withdraw from the
mrket first
•sell the brand to another business
10. The product development cycle focuses on the planning,
discovery, development and evaluation of a product, while the
product life cycle looks at the performance of the product in the
market, and its market share.
11. 7Ps of Service Marketing
• Its all about building loyalty & long term relationship with customers
through personalizing user experience focusing on intangible benefits .
12. 7Ps of Service Marketing
• Product – focus on customer experience rather than product features
• Price –
• Place –
• Promotion – focus on content & value
• People – Customer support & personalized experience
• Process – Process mapping , Visualization ,Flowcharts
• Physical evidence –
13. Product Metrics
• Acquisition , Activation , Retention , Referral , Revenue
• User adoption
• Customer retention or churn rate
• Cost to acquire a new customer
• lifetime value (LTV)
• Average Revenue per Customer
• Monthly Recurring Revenue (MRR)
