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2. 2
Road Map: Previewing the
Concepts
Explain how companies find and develop
new-product ideas.
List and define the steps in the new-product
development process.
Describe the stages of the product life cycle.
Describe how marketing strategies change
during the product’s life cycle.
4. 4
New-Product Failures
Only 10% of new products still on the market and
profitable after 3 years.
Failure rate for industrial products as high as 30%.
Why?
Overestimation of market size
Design problems
Incorrectly positioned, priced, or advertised
Pushed despite poor marketing research findings
Development costs
Competition
5. 5
Major Stages in New-Product
Development
• Idea generation
• Idea screening
• Concept development and testing
• Marketing strategy development
• Business analysis
• Product development
• Test marketing
• Commercialization
7. 7
Idea Screening
Process to spot good ideas and drop poor
ones.
Develop system to estimate: market size,
product price, development time and costs,
manufacturing costs, and rate of return.
Evaluate these findings against set of
company criteria for new products.
8. 8
Concept Development and
Testing
Product Idea: idea for a possible product
that the company can see itself offering.
Product Concept: detailed version of the
idea stated in meaningful consumer terms.
Product Image: the way consumers perceive
an actual or potential product.
9. 9
Marketing Strategy
Development
• Part One Describes:
The target market, planned product positions,
sales, market share, and profit goals
• Part Two Outlines the First Year’s:
Product’s planned price, distribution, and
marketing budget
• Part Three Describes Long-Run:
Sales and profit goals, marketing mix strategy
10. 10
Business Analysis
Involves a review of the sales, costs,
and profit projections to assess fit with
company objectives.
If yes, move to the product
development phase.
11. 11
Product Development
Develop concept into physical product
Calls for large jump in investment
Prototypes are made
Prototype must have correct physical
features and convey psychological
characteristics
12. 12
Test Marketing
Product and program introduced in
more realistic market setting.
Not needed for all products.
Can be expensive and time consuming,
but better than making major marketing
mistake.
13. 13
Commercialization
Must decide on timing (i.e., when to
introduce the product).
Must decide on where to introduce the
product (e.g., single location, state,
region, nationally, internationally).
Must develop a market rollout plan.
14. 14
Organizing New-Product
Development
Sequential Approach: each stage
completed before moving to next phase
of the project.
Simultaneous Approach: Cross-
functional teams work through
overlapping steps to save time and
increase effectiveness.
15. 15
The Product Life Cycle
• Product development
• Introduction
• Growth
• Maturity
• Decline
16. 16
Product Life Cycle Applications
Product class has the longest life cycle (e.g., gas-powered
cars)
Product form tends to have the standard PLC shape (e.g.,
dial telephone)
Brand can change quickly because of changing competitive
attacks and responses (e.g., Tide, Cheer)
Style is a basic and distinctive mode of expression (e.g.,
formal clothing, Danish modern furniture)
Fashion is a popular style in a given field (e.g., business
casual)
Fad is a fashion that enters quickly, is adopted quickly, and
declines fast (e.g., pet rocks)
17. 17
Practical Problems of PLC
• Hard to identify which stage of the PLC the
product is in.
• Hard to pinpoint when the product moves to the
next stage.
• Hard to identify factors that affect product’s
movement through stages.
• Hard to forecast sales level, length of each stage,
and shape of PLC.
• Strategy is both a cause and result of the PLC.
18. 18
Introduction Stage of PLC
• Sales: low
• Costs: high cost per customer
• Profits: negative
• Marketing Objective: create product
awareness and trial
• Product: offer a basic product
• Price: use cost-plus formula
• Distribution: build selective distribution
• Promotion: heavy to entice product trial
19. 19
Growth Stage of PLC
• Sales: rapidly rising
• Costs: average cost per customer
• Profits: rising
• Marketing Objective: maximize market share
• Product: offer extension, service, warranty
• Price: penetration strategy
• Distribution: build intensive distribution
• Promotion: reduce to take advantage of demand
20. 20
Maturity Stage of PLC
• Sales: peak
• Costs: low cost per customer
• Profits: high
• Marketing Objective: maximize profits while
defending market share
• Product: diversify brand and models
• Price: match or best competitors
• Distribution: build more intensive distribution
• Promotion: Increase to encourage brand switching
21. 21
Maturity Stage of the PLC
Modifying the Market: Increase the
consumption of the current product.
How?
Look for new users and market segments
Reposition the brand to appeal to larger or
faster-growing segment
Look for ways to increase usage among present
customers
22. 22
Maturity Stage of the PLC
Modifying the Product: Changing characteristics
such as quality, features, or style to attract new
users and to inspire more usage.
How?
Improve durability, reliability, speed, taste
Improve styling and attractiveness
Add new features
Expand usefulness, safety, convenience
23. 23
Maturity Stage of the PLC
Modifying the Marketing Mix: Improving
sales by changing one or more marketing
mix elements.
How?
Cut prices
Launch a better ad campaign
Move into larger market channels
Offer new or improved services to buyers
24. 24
Decline Stage of PLC
• Sales: declining
• Costs: low cost per customer
• Profits: declining
• Marketing Objective: reduce expenditures and milk
the brand
• Product: phase out weak items
• Price: cut price
• Distribution: selective--phase out unprofitable
outlets
• Promotion: reduce to minimal level
25. 25
Rest Stop: Reviewing the Concepts
Explain how companies find and develop
new-product ideas.
List and define the steps in the new-product
development process.
Describe the stages of the product life cycle.
Explain how marketing strategies change
during the product’s life cycle