Markman Session 1-2 Tenorio, Gian Van Paolo V. MD12-0162

www. facebook.com/v65ASMPHMarkma
Introducing New Market
Offerings
Gian Van Paolo V. Tenorio
MD-120162
Chapter 20..

How do you introduce
products to new markets?
1. Incremental Innovation
2. Customer-Driven Engineering
3. Stage-Gate Systems
4. Open Innovation Movement
5. Use of Virtual Reality to test Product
Concepts
6. Rapid Prototyping
7. Crowdsourcing
8. Lateral Marketing
9. Relative Advantage
10. Assignment and Organizing Responsibility

1. Incremental Innovation
• Entering new markets by tweaking
products for new customers, using
variations on a core product to stay
one step ahead of the market, and
creating interim solutions for
industry-wide problems.

Concept 1
Incremental Innovation
Kotler: Scott Paper vs. Fort Howard
Paper Co
Local: Cellphones (MyPhone)
RP medical application:
• B.Braun IV Safety Catheters
– Improved IV Cannulas and included safety features to help
eliminate injury

2. Customer-Driven
Engineering
• Incorporates new customer
preferences in the final design

Concept 2
Customer Driven Engineering
Kotler: Johnson & Johnson
Local: Mang Inasal (Unlimited Rice),
(Unlimited Texting Promo)
• Patient Controlled Analgesia
– Analgesics have been developed to be provided to
patients as needed via a device that can be
pressed by the patient himself to deliver the
medicine. It has safety features to ensure that no
overdosage or adverse event occur.

3. Stage-Gate Systems
• Divide the innovation process into
stages, with a gate or checkpoint at
the end of each.The team must bring
a set of known deliverables to each
gate before the project can pass to
the next stage.

Concept 3
Stage-Gate System
Kotler: Ansell Healthcare
Local: Lotion, Local Soap, Car
Manufacturing (Honda, Toyota)
• Unilab Ritemed
– UniLab undergoes several research papers and studies in
order to ensure the quality and safety of the drug that they
are producing. It is first tested on lesser fauna such as
animals and then slowly tested on volunteers to be able to
study the various side effects until it is deemed 100% ready
to be released
http://www.philstar.com/health-and-family/2012/08/28/842697/ritemed-right-start-finish

4. Open Innovation Movement
• Going outside their bounds to tap
external sources of new ideas,
including customers, employees,
scientists, engineers, channel
members, marketing agencies, top
management, and even competitors
for marketing insight

Concept 4
Open Innovation Movement
Kotler: Proctor and Gamble
Local: SM
• The Medical City
– Includes the staff in decision making and even
asks the students and patients through surveys
and personal inquiries regarding improvements in
their services and products

5. Use of Virtual Reality to test
Product Concepts
• Virtual reality programs use
computers and sensory devices
(such as gloves or goggles) to
simulate reality. Supercomputers
also allow for elaborate product
testing to assess changes in
performance and supplement
consumer input.

Concept 5
Use of Virtual Reality to Test
Product Concepts
Kotler: Kenworth Trucks
Local: Car Manufacturers, Seatbelt
manufacturer, 3M
• CASSTI
• Employs the use of computers to simulate surgical
methods such as laparoscopic surgery to either introduce
the concept to new trainees or create new ways of doing
the surgery
http://www.themedicalcity.com/newsroom/press_release_view/the-medical-city-launches-cassti

6. Rapid Prototyping
• Designing products on a computer
and producing rough models to show
potential consumers for their
reactions

Concept 6
Use of Virtual Reality to Test
Product Concepts
Kotler: Kendal Jackson
Local: Grand Monaco Homes, Jao
Builders, Chemical Manufacturers
• Norde International Distributors
– Made 3-D printers that are able to replicate 3D
objects from a model or file  which is then used
to rapidly prototype dental structures or prosthetic
limbs and other prostheses
norde.com.ph/news.php?news_id=40&start=0&category_id=8&parent_id=8&arcyear=2014&arcmonth=8

7. Crowdsourcing
• Inviting the Internet community to
help create content or software,
often with prize money or a moment
of glory as an incentive.

Concept 7
Crowdsourcing
Kotler: Cisco
Local: KFC Mix & Match
• Healthcare Social Media Summit
– Healthcare professionals, students and advocates
gather and crowdsource concepts on healthcare
social media to discuss advanced health
marketing
healthxph.net/master-class/post-summit-questions.html

8. Lateral Marketing
• Combine two product concepts or
ideas to create a new offering

Concept 8
Lateral Marketing
Kotler: Gas Station Stores,
Cybercafes, Cereal Bars
Local: Fabric Detergent, KFC Double
Down
• Alaxan(Ibuprofen + Paracetamol)
– Combining two drugs in order to decrease side
effects with the same or better potency

9. Relative Advantage
• The degree to which the innovation
appears superior to existing
products
– In line with incremental innovation, products
usually have a relative advantage over others that
are in the same line. It is important to recognize
mainly due to analyze the risk that one must take
in order to adopt or innovate a new product in that
line – will it topple the current product quo?

Concept 9
Relative Advantage
Kotler: Allen Bradley Corporation
Local: Colgate, Induction Cooker, Ariel
• Blood Glucose Meter
– Instead of going to the medical facility and have your blood extracted,
companies have developed glucometers that can easily measure a person’s
concentration of glucose in the blood right at home
– This convenience made people who have diabetes and even those who
don’t adopt the product and buy it at an alarming rate

10. Creation of Cross-Functional
Teams
• Teams can collaborate and use
concurrent new-product
development to push new products
to market

Concept 10
Creation of Cross-Functional
Teams
Kotler: DVR
Local: Novartis, Unilever
• Unilab
– Unilab takes advantage of cross-functional teams
to hasten and ensure quality and affordable
medicine and equipment. Cross-functional teams
are quickly convened as soon as a project has
been approved in order to be efficient and
effective.
http://www.academia.edu/6832311/Unilab_Case_Study

In a nutshell
• Marketing is not as simple as A-B-C, but
requires the inclusion of all factors that
comprise a market such as employees and
customers. Kotler discusses how the current
concepts in marketing gives importance to
effectivity and efficiency, without sacrificing
quality of the product. This gives way to
introducing new products to the market in a
quick and successful manner. The mastery of
the concepts included in the chapter gives an
individual the tools that he needs in order to be
more proficient in product development and
release.

Thank You!

Markman Session 1-2 Tenorio, Gian Van Paolo V. MD12-0162

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