The document outlines various aspects of new product development, including product categories, development processes, and strategies for market introduction. It covers the stages from idea generation to commercialization, as well as positioning and differentiation techniques. Key strategies discussed include innovative products, product line extensions, and approaches to marketing and packaging existing products.

2. Contents:
 New Products
 New Product Categories
 New Product Development Process
 Product Development Strategies

3.  A new product that opens entirely new
market
 A product that adopts/replaces existing
product
 Significantly broadens market for existing
product
 Old product introduced in new markets
 Old product packaged in different way
 Old product marketed in different way

4.  Innovative Products
 New Product Lines
 Addition to Product Lines (line extension)
 Improvement/Revision of existing product
 Reposition product
 Cost reduction

5. NEW PRODUCT DEVELOPMENT PROCESS

6. • IDEA GENERATION
• IDEA SCREENING
• CONCEPT DEVELOPMENT & TESTING
• BUSINESS ANALYSIS
• PRODUCT DEVELOPMENT
• TEST MARKETING
• COMMERCIALIZATION
• REVIEW OF MARKET PERFORMANCE

7. PRODUCT
DEVELOPMENT
STRATEGIES

8. POSITIONING STRATEGIES
• Impulse Purchase Items
• Daily Use Items
• Speciality Items
• Consumer Durables
• Industrial Products

9. POSITIONING TECHNIQUES
• By Product Attributes
• By Distinct benefit to users
• By specific usage
• For a user category or application
• By product class associated
• By price/quality
• By lifestyle of users
• By reference groups

10. PRODUCT DIFFERENTIATION STRATEGIES
• By product features
• By performance quality
• Exclusivity and style
• Design
• Product range and variety
• Service Quality
• Packaging