This document discusses new product development and the product life cycle. It outlines the 7 steps in the new product development process: 1) idea generation and screening 2) concept development and testing 3) marketing strategy development 4) business analysis 5) product development 6) test marketing 7) commercialization. It also describes the 4 stages of the product life cycle: introduction, growth, maturity, and decline. In each stage, it discusses how sales, costs, profits, and marketing objectives change over the lifetime of the product.

1. EME Unit 3
S.Selvaraj , AP/CSE
Kongu Engineering College

2. Marketing
• Core Concept of Marketing
• 4 Ps of Marketing
• New Product Development
• Product Life Cycle
• Pricing Strategies and Decisions

3. New Product Development
and
Product Life-Cycle Strategies

4. Causes of New Product Failures
• Overestimation of Market Size
• Product Design Problems
• Product Incorrectly Positioned, Priced or Advertised
• Costs of Product Development
• Competitive Actions
• To create successful new products, the company must:
– understand it’s customers, markets and competitors
– develop products that deliver superior value to customers.

5. New Product Development
Process
• Idea Generation and Screening
• Concept Development and Testing
• Marketing Strategy
• Business Analysis
• Product Development
• Test Marketing
• Commercialization

6. New Product Development Process
Step 1. Idea Generation
Systematic Search for New Product
Ideas
Internal sources
Customers
Competitors
Distributors
Suppliers

7. • Process to spot good ideas and drop poor ones
• Criteria
– Market Size
– Product Price
– Development Time & Costs
– Manufacturing Costs
– Rate of Return
New Product Development Process
Step 2. Idea Screening

8. New Product Development Process
Step 3. Concept Development & Testing
1. Develop Product Ideas into
Alternative
Product Concepts
2. Concept Testing - Test the
Product Concepts with Groups
of Target Customers
3. Choose the Best One

9. New Product Development Process
Step 4. Marketing Strategy Development
Part Two - Short-Term:
Product’s Planned Price
Distribution
Marketing Budget
Part Three - Long-Term:
Sales & Profit Goals
Marketing Mix Strategy
Marketing Strategy Statement Formulation
Part One - Overall:
Target Market
Planned Product Positioning
Sales & Profit Goals
Market Share

10. New Product Development Process
Step 5. Business Analysis
Step 6. Product Development
Business Analysis
Review of Product Sales, Costs,
and Profits Projections to See if
They Meet Company Objectives
If Yes, Move to
Product Development
If No, Eliminate
Product Concept

11. New Product Development Process
Step 7. Test Marketing
Standard
Test Market
Full marketing campaign
in a small number of
representative cities.
Simulated
Test Market
Test in a simulated
shopping environment
to a sample of
consumers.
Controlled
Test Market
A few stores that have
agreed to carry new
products for a fee.

12. Product Life Cycle
Time
Product
Develop-
ment
Introduction
Profits
Sales
Growth Maturity Decline
Losses/
Investments ($)
Sales and
Profits ($)

13. Introduction Stage of the PLC
Sales
Costs
Profits
Marketing Objectives
Product
Price
Low sales
High cost per customer
Negative
Create product awareness
and trial
Offer a basic product
Use cost-plus
Distribution Build selective distribution
Advertising Build product awareness among early
adopters and dealers

14. Growth Stage of the PLC
Sales
Costs
Profits
Marketing Objectives
Product
Price
Rapidly rising sales
Average cost per customer
Rising profits
Maximize market share
Offer product extensions, service,
warranty
Price to penetrate market
Distribution Build intensive distribution
Advertising Build awareness and interest in the
mass market

15. Maturity Stage of the PLC
Sales
Costs
Profits
Marketing Objectives
Product
Price
Peak sales
Low cost per customer
High profits
Maximize profit while defending
market share
Diversify brand and models
Price to match or best competitors
Distribution Build more intensive distribution
Advertising Stress brand differences and benefits

16. Decline Stage of the PLC
Sales
Costs
Profits
Marketing Objectives
Product
Price
Declining sales
Low cost per customer
Declining profits
Reduce expenditure and milk the brand
Phase out weak items
Cut price
Distribution Go selective: phase out unprofitable
outlets
Advertising Reduce to level needed to retain
hard-core loyal customers

17. EME Unit 4
S.Selvaraj , AP/CSE
Kongu Engineering College

18. • Operations Management
• Resources
• Types of Production system
• Site selection
• Plant Layout
• Steps in Production Planning and Control
• Inventory
• EOQ Determination.

19. EME Unit 5
S.Selvaraj , AP/CSE
Kongu Engineering College

20. • Accounting Principles
• Financial Statements and its uses
• Depreciation
– Straight Line Method
– Diminishing Balance Method
• Break Even Analysis
• Capital Budgeting:
– Meaning
– Types of decisions
– Methods (Theory).