18. What is a
PRODUCT?A product is a good, service, or idea consisting of
a bundle of tangible and intangible attributes that
satisfies consumers and is received in exchange
for money.
19.
20. This refers to the systematic decision-making
related to all aspects of the development and the
management of a firm product. It is a process that
involves eight stages that every product needs to
go through in order to be
“BROUGHT TO THE
PRODUCT DEVELOPMENT
21.
22. New products are first created as
the result of an idea or perceived
gap in the current world. It usually
arises from a need or a want that
can’t be immediately filled and
leads to the question:
1IDEA
GENERATI
ON
24. ‘Why don’t I create something that’ll make you
play video games without controllers?’
1IDEA
GENERATI
ON
‘Why don’t I convert a
computer set into something
that can be hand-carried?’
‘Why don’t I modify today’s computer
mouse into a cordless mouse?’
‘WHY DON’T I MAKE
A PORK SUBSTITUTE
FOR NON-PORK EATERS?’
‘WHY DON’T I MAKE
SHOES WATER-PROOF?’
26. 1 2IDEA
SCREENIN
G
Marketers need to test consumer
reaction to their idea before they
continue. They need to throw the idea
around and see what people think
because oftentimes, the product idea
is great yet product itself is a fail.
27. 1 2 3CONCEPT
DEVELOPME
NT
If the feedback from consumers and
your business associates are great,
you need to move along and develop
a prototype or a sample.
28. 1 2 3CONCEPT
DEVELOPME
NT
This stage will allow you to see if the
product works and to allow your
target market to use it and provide
feedback for improvements.
29. 1 2 3 4MARKET
STRATEG
Y
In this stage, you determine your
target market (primary target markets
and secondary target markets) and
how to use the 4P’s to optimally sell
your product.
30. 1 2 3 4 5FEASIBILI
TYANALYSIS
This next stage is doing some research
or a feasibility research that will focus
on answering the questions:
“CAN WE PRODUCE IT?”
“CAN WE SELL IT?”
31. 1 2 3 4 5FEASIBILI
TYANALYSIS
If the feasibility research found out
that the idea is worth pursuing and is
doable, the product development
process begins.
32. 1 2 3 4 5 6PRODUCT
DESIGN
In here, you constantly add or incorporate
consumer feedback and feasibility analysis
to address the question of how the
product will look like. The design will
depend on what it does and what the
target market wants.
33. 1 2 3 4 5 6PRODUCT
DESIGN
You can’t just simply make a product
that is functional but also, it should
also satisfy what the market wants.
34. 1 2 3 4 5 6 7TEST
MARKETIN
G
Acceptance of the product is tested here.
“DO THE CONSUMERS LIKE IT?”
“WILL THEY BUY IT?”
This usually occurs by offering the product to a
random sample of the target market.
35. 1 2 3 4 5 6 7TEST
MARKETIN
G
The customer feedback will be then used to improve
the venture and determine whether the product
should “go to the market”. If the test marketing is
successful, the product will now go to the last stage.
36. 1 2 3 4 5 6 7TEST
MARKETIN
G
If the test marketing is successful, the
product will now go to the last stage.
37. 1 2 3 4 5 6 7 8MARKET
ENTRY
The product is officially
“IN THE MARKET”
and being sold to all.