New products can be defined as continuous, discontinuous, or disruptive innovation from the consumer's perspective. Continuous innovation requires little new learning, while discontinuous innovation requires new learning but not new behaviors. Disruptive innovation disrupts normal routines and requires new consumption patterns. Examples include electric toothbrushes (continuous), CD players (discontinuous), and electric cars (disruptive). Marketing strategies differ based on the newness - continuous innovation focuses on benefits, while discontinuous requires education. Internally, newness ranges from product line extensions to revolutionary changes.

1. NEW PRODUCTS AND WHY
THEY SUCCEED OR FAIL
James Johnson
John Lacy II
Jason Coan

2. What is a New Product?
Newness Compared
with Existing Products

3. What is a New Product?
Newness from the
Consumer’s Perspective

4. Newness
Dynamically
Basis of Continuous Discontinuous
Continuous
Comparison Innovation Innovation
Innovation
Disrupts consumer’s Requires new
Requires no new normal routine but learning and
Definition learning by
consumers
does not require
totally new
consumption
patterns by
learning consumers
Electric toothbrush,
Wireless router,
New improved compact disk
digital video
Examples shaver, detergent,
and toothpaste
player, and
automatic flash
recorder, and
electric car
unit for cameras
Advertise points of Educate
Gain consumer
Marketing awareness and
difference and consumers through
benefits to product trial and
Strategy wide distribution
consumers personal selling

5. What is a New Product?
Newness in Legal Terms

6. What is a New Product?
Newness from the
Organization’s
Perspective

7. Newness from the
Organization’s Perspective
Level 1
Product Line Extension
Level 2
Significant Jump in Technology
Using Established Brand in a New Market
Level 3
Involves a Radical/Revolutionary Change