Presenting this set of slides with name - New Product Introduction Process PowerPoint Presentation Slides. The stages in this process are New Product Overview, New Product Introduction Process, New Product Summary.
2. AGENDA
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2
3. PRODUCT LAUNCH PROCESS 3
Research
Product Idea Product Concept Design
Product
Prototyping
ManufacturingProduction
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4. PRODUCT OVERVIEW
Feature 01
Feature 02
Feature 03
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4
5. CONCEPT DEFINITION AND KEY CHALLENGES 5
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User Technology Innovation Process
Marketing Opportunity
Process
Idea
Product
Idea
6. FOCUS AND VALUE PROPOSITION 6
Simple
Easy
Syncing
Fast to
Use
Rich Meta
Data
Include
Images
Sync
Across
Device
Everything
Everywhere
Never
Forget
External
Brain
Remember
Everything
ProductBenefitsFeatures
Experience
Substitutes
Email to
Yourself
Text
Documents
Locked Into
a System
Loosing
Things
Single
System
Share
Notes With
People
Fast to
Enter
Things
Write Things
Down Save
Information
Remember
Things
Customer
7. PRODUCT LIFECYCLE & NEW PRODUCT LAUNCH SCOPE 7
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Death
Concept &
Start Up
Growth Maturity Decline Rebirth
8. PRODUCT LIFECYCLE & NEW PRODUCT LAUNCH SCOPE 8
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Introduction
Growth
Maturity
Decline
9. INDUSTRY OVERVIEW 9
65%
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85%
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Mobile Phone
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Camera
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Laptops
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10. INDUSTRY OVERVIEW 10
0
1
2
3
4
5
6
2004 2008 2012 2016
Series 1
Series 2
Series 3
Revenue vs. Employment Growth
Private Investment in Computers and Software
0
1
2
3
4
5
2004 2008 2012 2016
Series 2
Series 1
Revenue
$8.6bn
Profit
$4.3bn
Annual
Growth 07-12
4.8%
Wages
$3.8bn
Businesses
198
Annual
Growth 12-17
3.1%
11. PORTER'S 5 FORCES MARKET ASSESSMENT 11
Threat Related Element
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Buyer Power
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Supplier Power
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Threat of Substitutes
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Industry
Competition
12. PORTER'S 5 FORCES MARKET ASSESSMENT 12
Competitive
Rivalry Bargaining Power
of Customer
Threat From Substitute
Product and / or Services
Bargaining Power
of Supplier
Threat From New
Entrants
14. 14
MARKET
GAP
ANALYSIS
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0
5
10
15
20
25
30
35
Price
Quailty
Customer Service
Product RangeDistribution Outlets
Other 1
Other 2
15. MARKET GAP ANALYSIS 15
â–Ş Product
â–Ş Price
â–Ş Place
â–Ş Promotion
â–Ş People
â–Ş Process
â–Ş Physical Environment
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TIME
MarketShare
Gap Analysis
17. MARKET RESEARCH FINDINGS 17
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Brand Savvy
Trading Up
Exploring
Aspirational
Connected
Proactive
Empowered
Networked
Street - Smart
Value Seeking
Social
Discerning
18. MARKET RESEARCH FINDINGS 18
01
02
03
06
05
04
The always-on
consumer
segments
Prodigies-5%
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Tribals-13%
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Personals-15%
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Talkers-13%
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Pragmatists-18%
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Occassionals-11%
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19. PRODUCT SWOT ANALYSIS 19
SWOT
S W
T O
Weakness
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OpportunityThreat
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Strength
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20. STP ANALYSIS 20
Targeting
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Positioning
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Segmentation
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21. IDEAL CUSTOMER PROFILE 21
Target Market
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Niche
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Single Person
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22. 22
IDEAL
CUSTOMER
PROFILE
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Actionable Customer Profile
Insight
Optimize
23. BUYER BEHAVIOR 23
Pricing
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Technology
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Information
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01
0203
25. BUYER PROCESS MAP 25
Awareness
1-2 month
Consideration
3-4 month
Decision
1 month
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Identify Business
Problem
Build
Short List
Research
Solutions
BEGIN
DECISION
PROCESS
MAKE
DECISION
26. BUYER PROCESS MAP 26
Need Purchase
Gather
Information
Evaluate
Options
Buying
Decision
Marketing Sales
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27. MESSAGING AND POSITIONING 27
Essence
How the brand
makes me look
What the product
does for me
How the brand
makes me feel
How I would describe
the product
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28. 28
MESSAGING
AND
POSITIONING
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Competitors Brands
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Your Brand Current Position
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Ideal Brand PositionValue
Luxury
TraditionalInnovative
Gap in market
29. MESSAGING AND POSITIONING 29
What is
What it Does
What it Means
Why I Should Care
The Product
The Benefit
The Effect
The Motivation
Defined
by
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30. STRATEGIC PRODUCT FEATURES 30
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31. 31
STRATEGIC PRODUCT FEATURES
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Feature 01
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Feature 03
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Feature 04
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Feature 06
32. MARKET ENTRY STRATEGY 32
Market A
Market C
Market D
Market B
Direct Local Presence Through Home Office Through Local Partner Through Global Partner
R&D Manuf. Eng. Sales Install Post-sales Target Clients
Your Text Here
Your Text Here
Your Text Here
Your Text Here Your Text Here
33. COMPETITIVE BRANDS ANALYSIS 33
Client 1 Client 2 Client 3 Client 4
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34. MARKETING MIX 34
Product
PricePlace
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35. MARKETING MIX 35
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Place
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Promotion
Price
36. CHANNELS OF DISTRIBUTION 36
Agent
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Producer
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Consumer
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37. CHANNELS OF DISTRIBUTION 37
Producer
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Agent
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39. PRODUCT PRICING 39
Value surrender zone Pricing Power Zone
Zone of good intentions
White flat zone Pricing Capture Zone
Weak Medium Strong
Customer Value
Based Pricing
Competition
Based Pricing
Cost Based
Pricing
Price
Orientation
Price
Realization
40. PRODUCT LAUNCH BUDGET PLAN 40
Aerospace
and Defense
$2.6%
12.0%
Height Percentage
Of R&D Budget
10.0%
Healthcare
Area – Amount
Spent (Us$
Billion)
$13.6%
Consumer
$1.7%
7.9%
Chemicals and
Energy
$2.9%
7.2%
Auto
$6.5%
6.3%
Computing and
Electronics
$9.7%
5.7%
Other
$0.9%
8.6%
Software and
Internet
$7.7%
15.0%
Industrials
7.1%
$4.7%
Telecom
6.9%
$1
Average
8.1%
41. BREAK EVEN ANALYSIS 41
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Units
Sales
Break Even Point
Profit
Loss
42. CONTINGENCY PLAN 42
Primary strategy Reality update Contingency strategy
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43. CONTINGENCY PLAN 43
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Plan
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Plan
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Plan
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44. LAUNCH STAGES: PRE LAUNCH AND POST 44
02
01
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Launch
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Pre Launch
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Post Launch
45. LAUNCH STAGES: PRE LAUNCH AND POST 45
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Pre Launch
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Launch
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Post Launch
01
02
03
46. GO-TO-MARKET WORK STREAM 46
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47. GO-TO-MARKET WORK STREAM 47
What To
Sell
Where To
Sell
How To
Sell
Marketing
Strategy
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Markets
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Customers
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Products
48. CORE MARKETING DELIVERABLES 48
Content Marketing
Pay-per-click
E- Mail Marketing
Reputation Management
Website Design
Digital Design
SEO Services
Social Media
49. CORE MARKETING DELIVERABLES 49
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Partnerships
04
Distribution
01
Promotions
03
Advertising
05
Events
02
50. MARKETING LAUNCH PLAN 50
05
06
07
0804
03
02
01
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51. MARKETING OPERATIONS PLAN 51
04
03
01
02
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52. ADVERTISING AND PROMOTION PLAN 52
Conversion
Action
Conversion
Pattern (Tracking)
Micro-
Conversions
Awareness,
Education,
Conversion
Ideal Media
Mix
Page/Visits,
Time On Site,
Loyalty, Etc.
CTR, Conversion
Rate, Bounce Rate
Target
Conversions
Target CPA
Positive
Broad Marketing
Objective
Target User
Target Market
Campaign
Objective
Media MixConversion KPIs
Conversion
value
ROI
53. ADVERTISING AND PROMOTION PLAN 53
Incentive
Incentive Digital Properties
Endorsements
Outposts
Advertising
Content
Partnerships
Influencer Engagement
OWNED
PAID
EARNED
SOCIAL
54. LAUNCH TEAM STRUCTURE AND RULES 54
Division Chief
Manager
01
Manager
02
Manager
03
Manager
04
Communication
& Brand
Product
Marketing
Integrated
Marketing
Field & Partner
Marketing
Digital Marketing
& Operations
55. 55
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PRODUCT
PACKAGING
STRATEGY
56. PRODUCT PACKAGING STRATEGY 56
Be
Innovative
Reduce
Packaging
Minimize Impact
During Use
Identify Manufacturing
Wastes
Optimized
Lifetime
Research Low
Impact Materials
Design For
Recycling & Reuse
Design
For
LIFETIME
57. 57
Launch Monitoring
And Adjustments
Product
Success Drivers
Current
State
Goal
State
1.8
2.5
4.0
2.3
3.0
4.5
Item 01
Item 02
Item 03
Item 04 3.5 4.0
Effectiveness
Score(out Of 100)
62
32
32
28
12
Product
Strategy
Process
Definition
Portfolio
Management
Skills &
Discipline
Product Development Maturity Index
62. CUSTOMER’S JOURNEY TO SALES 62
Increasing
Market
Share
Account Intelligence
Qualification
RFP
Sales Presentations
Tech Note
Needs Analysis Demos
Business Analysis
Value Demonstration
ROI
References
Scope &Proposal
Negotiation
Pricing
Close.
Increasing
Mind
Share
Corp Identify
Positioning
Messaging
Lead Generation
Website
Public Relations
Social Media
SEO/SEM
White Papers
Newsletters
Success Stories
User Groups
Downloads
User Conferences.
Qualified
Prospect
Need
Analysis
Business
Impact
Scope &
Proposal
Close
Marketing Sales
65. 65
Goals
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Mission
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Vision
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OUR
VISION
66. OUR TEAM 66
CEO
John Smith
Product Manager
Lily William
Marketing Manager
Bill DoeJulie Hill
Financial manager
67. ABOUT US
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67
68. 68
OURGOAL
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69. FINANCIALS 69
01
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155%
+10%
02
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249%
+12%
03
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66%
-62%
71. TIME LINE 71
2011
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2010 2012
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2013
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Start
72. TIME LINE 72
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2014
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2015
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2016
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2017
Finish
73. POST IT 73
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01
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02
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03
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04
74. CIRCULAR 74
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needs an capture your audience's attention.
This slide is 100% editable. Adapt it to your
needs an capture your audience's attention.
This slide is 100% editable. Adapt it to your
needs an capture your audience's attention.
This slide is 100% editable. Adapt it to your needs
an capture your audience's attention.
This slide is 100% editable. Adapt it to your
needs an capture your audience's attention.
This slide is 100% editable. Adapt it to your
needs an capture your audience's attention.
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75. VENN 75
Text
Here
This slide is 100% editable. Adapt it to
your needs and capture your audience's
attention.
This slide is 100% editable. Adapt it to
your needs and capture your audience's
attention.
This slide is 100% editable. Adapt it to your
needs and capture your audience's
attention.
This slide is 100% editable. Adapt it to
your needs and capture your audience's
attention.
This slide is 100% editable. Adapt it to
your needs and capture your audience's
attention.
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01
This slide is
100% editable.
76. SILHOUETTES 76
This slide is 100% editable.
Adapt it to your needs and
capture your audience's
attention.
Silhouette
This slide is 100% editable.
Adapt it to your needs and
capture your audience's
attention.
Silhouette
This slide is 100% editable.
Adapt it to your needs and
capture your audience's
attention.
Silhouette
77. FUNNEL 77
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This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.