The document discusses marketing's role in various stages of new product development. It finds that marketing is: Very likely involved in product development strategy, test marketing programs, developing ads/promotions for launch, and somewhat likely involved in running the project team and monitoring success. The earliest stage marketing is involved is idea generation through gathering customer input and market research.

2. Group Members
 Sikandar Nasser (12-SE-29)
 Noman Zakir (12-SE-09)
 Muhammad Ahsan (12-SE-53)

3. Topic of Discussion

4. Review the above list of tasks. Which ones would you expect
marketing to be involved in? (Use the scale of: very likely, somewhat
likely, unlikely.)
Question 1

5. Marketing Role in new Product Process
Part of successfully launching a new product is finding the
people who need the product, educating them on its value and
helping them purchase it. Marketing is vital to getting your
product in people’s hands.

6. Product Development Strategy
Marketing involves very likely in Product development strategy.
The Product development strategy involves the following steps.
 Idea Generation
 Idea Screening
 Concept Development and Testing
 Marketing Strategy Development
 Business Analysis
 Product Development
 Test Marketing
 Commercialization

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.

8. Commercialization
 Commercialization involves implementing a total marketing plan
and full production
 Launch the product
 Produce and place advertisements and other promotions
 Fill the distribution pipeline with product
 Critical path analysis is most useful at this stage

9. Identifying which broad types of new products might best fit with the
firm’s strategic direction.
Very likely involves Marketing as company can advertise about broad
types of new product and identifying the opinion of the customers about
the various broad types of the new product and this create the
relationship between customer.
Identifying broad types of new products

10. Coming up with specific new product
ideas
New ideas means you are gaining information so Marketing
information System (MIS) can be used.
For new product ideas company have to make relationship between
customers and marketing frequently involves enduring relationship
between customers, sellers and other parties.
In getting new ideas you involves customers in new ways or you come
to know about unarticulated view of customers.

11. Helping design the product
Some what likely involves the marketing in the product design.
Kaul and Rao (1995) provided an integrative review of product
positioning and design models in the marketing literature.
In Packaging and labeling. Product packaging must be appealing in
order to attract and hold the consumers’ eye and attention, and serve as
an efficient and functional shipping container.

12. Determining whether there is a consumer
need for the product
Possibly the most important aspect of market research is to determine if
there is a need for your product in your chosen market. Opportunities to
extend a product lifecycle, exporting unused inventory or even producing
out-of-date technology may exist in new underdeveloped markets.
Key indicators to look at when determining a need for your product are:
 Income levels
 Size and growth of the middle class
 Access to technology, and
 Infrastructure

13. Conducting market research to determine
whether consumers will buy
The important thing is to ensure it gives you reliable information that you
can use in creating your Product. Market analysis provides information
about the market potential that provides the basis for accurate sales
forecasting and your marketing strategy. Its basic components include:
 An estimate of the size or the market for the product/service
 Projected market share
 Information about your market and
 Analysis of the competition

14. Analyzing competitor’s current and
potential products
Competitor analysis is an evaluation of the strengths and weaknesses of
current and potential competitors. So in new product development it
necessarily be involved to know:
 Which companies involved in the production of these products/services
 With which competitors to compete
 Knowing the planned actions of competitors

15. Helping to develop the financial evaluation
Marketing involves to somewhat likely to access viability of new product.
Generally Market research involves to get information and to:
 Estimate your product price
 Product’s market Potential
 Break-even Analysis
 Forecast sales volume

16. Presenting to management on whether
to develop the product
Unlikely marketing involves because you will
present to management after market research,
analysis and you will told about the consequences
of the product being developed.

17. Running the actual project team
For project (new product development) every member in the team should
have relevant information. In running the team the marketing is some what
likely involves. This can comes under the internal marketing i.e. running of
internal customers (staff) for gaining competitive advantage.

18. Undertaking test marketing programs
before the launch
Yes Marketing involves very likely.
There are three types of test marketing
 Standard Test Marketing
 Controlled Test Marketing
 Simulated Test Marketing

19. Developing the ads, sales promotions, and
various launch events
This is marketing communication strategy and marketing involves
very likely. Deciding on a marketing communications strategy is one
of the primary roles of the marketing manager and this process
involves some key decisions about who the customer is, how to
contact them, and what the message should be.

20. Organizing staff training, staff bonuses,
and ongoing staff communication
Somewhat likely involves marketing. This comes under internal
marketing. With an internal marketing strategy, employees are treated as
“internal customers” who must be convinced of a company's vision and
worth just as aggressively as “external customers.” The goal of internal
marketing is to align every aspect of a company’s internal operations to
ensure they are as capable as possible of providing value to customers. If
a company can operate in a coordinated and standardized way, that
company can provide a more consistent experience to their customers

21. Monitoring the success of the product’s
launch
Some what likely involves marketing. It is very important to monitor not
just the sales of the product, but also to check how the product is
performing in distribution. So there is a need for qualitative research on
the product, production, distribution and marketing as well as the
technical research on product quality and the quantitative research on the
efficiency of the launch

22. Organizing a celebration party for all staff
involve in the final success of the new
product
The celebration party for all staff is an event and comes under
event management so marketing not involves. However for the
advertisement of an event marketing can involve.

23. From your evaluation in Q1, what is the earliest stage of the new
product process that you would expect to see marketing involved?
Question 2

24. What is new Product?
• A Product that opens an entirely new market
• A product that adopts or replaces an existing product
• A Product that broadens the market for an existing product
• An old product introduced in a new market
• An old product packaged in a different way
• An old product marketed in a different way

25. New Product Development
 The New Product Development process is often referred to
as The Stage-Gate innovation process, developed by Dr.
Robert G. Cooper as a result of comprehensive research on
reasons why products succeed and why they fail.

26.  New Product development is a process which is designed to
develop, test and consider the viability of products which are
new to the market in order to ensure the Growth or survival
of the organization.
New Product Development

27. Stages in New Product Development

28. New Product Development
 Firms wishing to improve the efficiency of their NPD processes will
tackle specific marketing goals in each of the new product
development stages. In this paper, we’ll focus on market research
during the Fuzzy Front End (FFE).

29. Opportunity Identification
 When an organization is in the early stages of investigating new market
opportunities, a catalog of success factors should be evaluated. These
factors will focus on potential market demand, customer needs, and
market saturation. The NPD team should ask the following
questions (5).
 What is the demand in this area?
 What is the perceived degree of need by potential consumers?
 Will our product offering be unique relative to our competitors?
 Do we have an existing distribution channel for this opportunity?

30. Idea Generation
 In the concept generation stage of NPD, an organization should
solidify their understanding of customer needs and begin
formulating conceptual product designs. Divergent
brainstorming is a common technique used to generate many,
many ideas that can address the opportunities identified in
Stage 1.

31. Idea Generation cont.…
 Customer site visits are an effective way to gauge and test new product
concepts.
 One recommendation is to use a dyad team, consisting of one person
from R&D and one person from marketing. The dyad team can call on
prospective customers and end-users to learn about their problems and
gain direct input on product needs.
 dyad teams can quickly add to the growing list of ideas in the
brainstorming session.

32.  An emerging trend is to use customers for co-creation in new
product development. Co-creation is a collaborative activity for
NPD in which consumers actively contribute to the early stages of
idea generation and selection for the new product offering
 In particular, ideas born of consumers through co-creation will most
closely mirror the end-users’ actual product needs.
Idea Generation cont.…

33.  After a large number of ideas have been captured, either
through in-house brainstorming or using consumers for
co-creation, innovation teams will narrow down the
number of potential solutions through convergent
thinking methodologies. Similar ideas are grouped
together
Idea Generation cont.…

34. Concept Evaluation
 During concept evaluation, the NPD team wants to generate
customer feedback on the potential lead solution they have
identified to help address the end-users’ problems.
 Depending on the industry, between one and a half dozen concepts
may be tested through customer focus groups or product concept
tests.
 The goal of these Stage 3 activities is to eliminate poor concepts.

35. What risks could there be for firms that tend to operate their new
product process with limited marketing function involvement?
Question 3

36. Risk
 a situation involving exposure to danger.
Customer investment on new product
 low-involvement decisions risk.
 high-involvement decisions risk.

37. Risk with limited Marketing
The process
through which
goods and
services move
from concept to
the customer.

38. Conti….
1. Financial risk
If you have limited
marketing, there is the
financial risk if your
new product doesn't
generate sufficient
demand at a price that
is profitable.

39. Conti….
If you have limited
Marketing,
potential customers
may choose the
competition over
you.
2. Missing out on Potential Customers risk

40. Conti….
If you have limited
Marketing, It’s
easy for another
company to stake
out accounts for
your identities.
3. Letting Your Competitors Take Advantage risk

41. Conti….
If you have limited
Marketing, you
are losing a
competitive edge
which is basic of
business.
4. Losing a Competitive Edge risk

42. Conti….
If you have limited
Marketing, you will
not be able to build
customer
relationships through
this channel.
5. Becoming Obsolete risk

43. Conti….
If you have limited
Marketing, you
have risk ruining
your reputation as
a customer-
friendly business.
6. Ruining Your Reputation risk

44. Conti….
If you have limited
Marketing, you
will grow much
more slowly
starting from a
small.
7. Missing Out on Growth Opportunities risk