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
 INTRODUCTION
 PRODUCT STRATEGY
 PRODUCT DESIGNING PROCESS
 STAGES OF PRODUCT LIFE CYCLE
 DIMENSIONS OF PRODUCT DESIGN STRATEGY
 CAUSES OF NEW PRODUCT FAILURE
 PRODUCT DEVELOPMENT SYSTEM
CONTENTS

 Definition: The product-design strategy deals with the degree of
standardization of a product. The company has a choice among the following
strategic options: standard product, customized product, and standard product
with modifications.
 Objectives:
 Standard product: to increase economies of scale of the company.
 Customized product: to compete against mass producers of standardized
products through product-design flexibility.
 Standard product with modifications: to combine the benefits of the two
previous strategies.
Product Design Strategy

 Requirements:
 Close analysis of product/market perspectives and environmental
 changes, especially technological changes.
 Expected Results:
 Increase in growth, market share, and profits. In addition, the
 third strategy allows the company to keep close contacts with the market
and
 gain experience in developing new standard products.
Product Design Strategy

Idea
Development
Product
Screening
Preliminary
Design and
Testing
Final Design
Product Designing
Process

Step 1 - Idea Development - Someone thinks of a need and a
product/service design to satisfy it: customers, marketing,
engineering, competitors, benchmarking, reverse engineering
Step 2 - Product Screening - Every business needs a
formal/structured evaluation process: fit with facility and labor
skills, size of market, contribution margin, break-even analysis,
return on sales
Step 3 – Preliminary Design and Testing - Technical specifications
are developed, prototypes built, testing starts
Step 4 – Final Design - Final design based on test results, facility,
equipment, material, & labor skills defined, suppliers identified
The Product Design Process

Stages of the Product Life Cycle

 Product-Positioning.
 Product-Repositioning.
 Product-Overlap.
 Product Scope.
 Product-Design.
Dimensions of Product Strategies
• Product Elimination.
• New Product.
• Diversification.
• Value-Marketing.

1. Techniques
2. Single vs. Multiple Brand Strategy
Product Positioning Strategy

1. Reposition among existing customers
2. Reposition among new users
3. Reposition for new uses
Product-Repositioning Strategy

1. Competing brands
2. Private Labeling
3. OEM strategy
Product-Overlap Strategy

 Society
 Environment
 Economy
Product- Scope

1. Standard products
2. Customized products
3. Standard product with modifications
Product-Design Strategy

1. Harvesting
2. Line-Simplification
3. Total-Line Divestment
Product-Elimination Strategy

1. Product Improvement/Modification
2. Product Imitation
3. Product Innovation
Development Process:
Idea Generation
Idea Screening
Project Planning
Product Development
Test Marketing
Commercialization
New-Product Strategy

1. Concentric Diversification
2. Horizontal Diversification
3. Conglomerate Diversification
Diversification Strategy

1. Quality Strategy
2. Customer Service Strategy
Value Marketing Strategy

 Poor up-front intelligence
 Failure to stick close to what the company does best
 Lack of competitive advantage
 Failure to satisfy a need or want
Some Causes of New Product Failure

© 2011 Pearson Education, Inc.
publishing as Prentice Hall
Product Development System
Scope of
product
development
team
Scope for
design and
engineering
teams
Evaluatio
n
Introduction
Test Market
Functional Specifications
Design Review
Product Specifications
Customer Requirements
Ability
Ideas
Product designing strategy

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Product designing strategy

  • 1.
  • 2.   INTRODUCTION  PRODUCT STRATEGY  PRODUCT DESIGNING PROCESS  STAGES OF PRODUCT LIFE CYCLE  DIMENSIONS OF PRODUCT DESIGN STRATEGY  CAUSES OF NEW PRODUCT FAILURE  PRODUCT DEVELOPMENT SYSTEM CONTENTS
  • 3.
  • 4.
  • 5.
  • 6.   Definition: The product-design strategy deals with the degree of standardization of a product. The company has a choice among the following strategic options: standard product, customized product, and standard product with modifications.  Objectives:  Standard product: to increase economies of scale of the company.  Customized product: to compete against mass producers of standardized products through product-design flexibility.  Standard product with modifications: to combine the benefits of the two previous strategies. Product Design Strategy
  • 7.   Requirements:  Close analysis of product/market perspectives and environmental  changes, especially technological changes.  Expected Results:  Increase in growth, market share, and profits. In addition, the  third strategy allows the company to keep close contacts with the market and  gain experience in developing new standard products. Product Design Strategy
  • 9.  Step 1 - Idea Development - Someone thinks of a need and a product/service design to satisfy it: customers, marketing, engineering, competitors, benchmarking, reverse engineering Step 2 - Product Screening - Every business needs a formal/structured evaluation process: fit with facility and labor skills, size of market, contribution margin, break-even analysis, return on sales Step 3 – Preliminary Design and Testing - Technical specifications are developed, prototypes built, testing starts Step 4 – Final Design - Final design based on test results, facility, equipment, material, & labor skills defined, suppliers identified The Product Design Process
  • 10.  Stages of the Product Life Cycle
  • 11.   Product-Positioning.  Product-Repositioning.  Product-Overlap.  Product Scope.  Product-Design. Dimensions of Product Strategies • Product Elimination. • New Product. • Diversification. • Value-Marketing.
  • 12.  1. Techniques 2. Single vs. Multiple Brand Strategy Product Positioning Strategy
  • 13.  1. Reposition among existing customers 2. Reposition among new users 3. Reposition for new uses Product-Repositioning Strategy
  • 14.  1. Competing brands 2. Private Labeling 3. OEM strategy Product-Overlap Strategy
  • 15.   Society  Environment  Economy Product- Scope
  • 16.  1. Standard products 2. Customized products 3. Standard product with modifications Product-Design Strategy
  • 17.  1. Harvesting 2. Line-Simplification 3. Total-Line Divestment Product-Elimination Strategy
  • 18.  1. Product Improvement/Modification 2. Product Imitation 3. Product Innovation Development Process: Idea Generation Idea Screening Project Planning Product Development Test Marketing Commercialization New-Product Strategy
  • 19.  1. Concentric Diversification 2. Horizontal Diversification 3. Conglomerate Diversification Diversification Strategy
  • 20.  1. Quality Strategy 2. Customer Service Strategy Value Marketing Strategy
  • 21.   Poor up-front intelligence  Failure to stick close to what the company does best  Lack of competitive advantage  Failure to satisfy a need or want Some Causes of New Product Failure
  • 22.  © 2011 Pearson Education, Inc. publishing as Prentice Hall Product Development System Scope of product development team Scope for design and engineering teams Evaluatio n Introduction Test Market Functional Specifications Design Review Product Specifications Customer Requirements Ability Ideas