The document discusses the product development process of Noom, a diet and wellness app. It describes each stage of Noom's process: idea generation, screening, concept development and testing, business analysis, market testing, and commercialization. Through testing different versions of the app and analyzing user data, Noom was able to identify inefficiencies in other diet programs and develop an app focused on the mental aspects of weight loss. Noom's process allowed them to refine the app based on user feedback before full commercial release.

1. Respond to...
Consumers are always on the search to satisfy their needs
within a new product. It’s important for a company to do
extensive research on new products prior to launching a mass
marketing release.
New products afford businesses with the prospect to better satis
fy a consumer need and gain lucrative advantages over possible
competitors (Finch, 2012). I will explore the Noom Diet Plan’s
new product development process.
Stage 1 – Idea Generation – through the consideration and
evaluation of possible new products, Noom has determined that
with numerous diets plans continuously marketed to consumers,
Noom offers a different perspective of weight loss through the
mental aspects of weight loss and identification of barriers and
triggers to weight loss success.
Stage 2 – Screening – new concepts are evaluated against fixed
criteria. Noom knows there are numerous diets marketed and
consumers are confused about what will work. Noom screens
consumers and provides information specific to the user to what
they can expect regarding goal weight and the price of the
service.
Stage 3 – Concept Development and Testing – testable
components of the product. Noom conducted a study that
included analyzing data to identify inefficiencies in current diet
programs and how Noom could benefit customers to their
weight loss goals.
Stage 4 – Business Analysis – determine the product’s survival
potential against financial potential. Noom determined a
significant drop with customers after presenting the results page

2. (first mention of the price of the program) before they could
establish an understanding of the product. A new design of the
results page didn’t include the program costs which kept the
consumer interested throughout program explanation.
Stage 5 – Market Testing – Products are carefully tested
through market research was conducted by trafficking-specific
versions of the app to consumers. This testing approach
afforded Noom to measure impact before financing the
resources to make permanent changes. Once a test has shown to
perform better when compared against the current version, it is
incorporated as the new baseline, and future tests will be run
against this new baseline to try and improve even further.
Stage 6 – Commercialization – using positive test results to
introduce the product to the market. Noom releases its app for
health and wellness by giving the customer a detailed plan of
hitting their weight goals. This is accomplished by not only
changing the food you eat but also the outlook you have for
health by identifying barriers and motivations to stay healthy.
Most new products fail because consumers are familiar and
stick to brands and products, they are familiar with. New
products fail is that companies fail and getting the product
market ready or present new products later in the process after
competitors have already presented the products. A new product
can also fail if consumers cannot figure out how to use the
product or grasp the benefit of it.
Finch, J. (2012).
Managerial Marketing
. Retrieved from
https://ashford.content.edu. (Links to an external site.)
Wood, K. (2018). An Introduction to Noom’s Growth Machine.
Retrieved from https://web.noom.com/blog/2019/05/an-

3. introduction-to-nooms-growth-machine.
Respond to...
One product that I am intimately familiar with is my parent's
design of a way to snuggly fit a curtain on an odd shaped
window such as an octagon. They closely followed the product
development process which amounted to a successful product
that produced a decent living for almost 20 years. Here are the
six steps in the process.
Generation of ideas: My mother got the idea from watching
the safety reflector flags on the back of our bikes flop around
behind us. She decided she would find a way to securely mount
a curtain the exact shape of the odd shaped window.
Screening: She had several different prototypes made for the
different brackets and tubing that latched onto the wall holding
up the curtain.
Concept Development and Testing: Once she determined the
best product idea, she found a builder that would be able to
produce what she was looking for at the cheapest price
possible. She went through many different molds and designs.
Business analysis: Once she had a great idea of what the cost
was to make and package the curtain rods she was able to build
out a pricing structure that would make her money while also
being affordable.
Market Testing: For the market test she and my Dad when to a
few trade shows in Texas and Florida as well as other locations

4. around the country to gauge interest and JC Penny wanted the
product in their catalog.
Commercialization: Once they had the interest from JC Penny,
production began, and she continued the partnership with JC
Penny for close to 20 years.
According to Finch, products often fail because the Early
Majority isn’t convinced enough to buy the product (Section
9.4, para. 4). One way to plan and prevent this failure would be
to ensure the market testing phase is thoroughly worked out. It
is important to gather and understand the feedback given on the
products being sold to help foresee possible issues in the
future. Another recommendation is to manage customer service
closely. People will often not go to restaurants or buy products
because of the customer service provided. If a product happens
to break and the customer service for repairing or replacing
is bad then people in the later parts of the product Diffusion
Curve will not buy it ultimately leading to product failure.
Reference
Finch, J. (2012).
Managerial marketing
[Electronic version]. Retrieved from
https://ashford.content.edu
Respond to...
*Generate New Idea:
Marc Jacobs handbags are created for coziness, flexibility and
sophistication swaddled in good quality leather. The material

5. used is grease and liquids resistant, sturdy, and lightweight and
comes in black, no exciting colors were included in these
designs. Marc Jacobs is a designer who designs clothes
collections and accessories for both men and women to use. His
signature fashion designs have crossed over to handbag product
line for men and women, branding his name as a mark on all his
products for easy acknowledgment.
*Screen the Idea:
Marc designed several popular merchandises and considered
how the equivalent of each original idea drive and improve his
whole product platform. His continual plan incorporated special
designs from accessories, handbags, material, and fashion that
will demonstrate his craftsmanship as a designer while
executing and promoting his brand.
*Analyze the Product Concept & Potential:
Handbags are popular, I have several; so there is definitely a
potential for this product line. Marc’s strategy to retain current
company supplies such as fabrics, designs, one color, jet black,
refusing to use bold and lively colors. Still, he added his
signature of elegance throughout the brand placing
development. He failed to analyze his choice of a loyal
customer base through feedback. This would have positioned
him in the market with superiority and proportional price
handbag, excellent for the modern woman and professional
moms. Even though the concept is great, but the lack of in-
depth research to discover what the customer ideal handbag
should look like was not accomplished. Research indicates that
vibrant bold colors merged into quality fabrics and crafted with
elegance is what the typical female looks for in a handbag.
*Develop the Product:
Marc Jacobs’s handbags must have the matching functionality
as most handbags but must have engraved his signature element:
Classic and frame contouring as not to only present useful but

6. also feminine. A collection of diverse styles from wallets or
small elegant purses to daily practical bags with pouches and
built-in organizers to streamline makeup product placing and a
bigger area to store wallets, beauty products bags, mobile
phone, car keys, and more. The product development of Marc’s
did not consider the cost of materials, due to a change in design
added by Marc because of his eccentricity and mood shift.
Designing some bags that are more affordable before his main
products were taken to production was not done, this was a
grave error. The normal female Marc designs for sets the style
and purpose but looks for quality within a reasonable price
range, not willing to sacrificing elegance and fashion. As soon
as the materials, accessories and color selection (Black) is
made, the manufacturing process should begin. Unfortunately,
additional production cost was encountered thus increasing the
cost of the handbags. Another design or more affordable
materials and fabrics were not considered because he though his
loyal base customers would embrace the price shift, but they did
not.
*The Product & Marketing Mix:
Most females buy products that offer or deliver an option to be
able to make a comment. Women want to look beautiful or want
products that will enhance their feminine attributes and
designers keep this in mind when they create fashion or just
fitting in, because this will take their brand to another level,
elevating it as they enhance females. The products have to be
stimulating for customers in order for them to buy immediately
that item and provide positive feedback to other shoppers as
they share the importance of buying this product. Handbags are
good for advertisements because they are taken everywhere,
great visibility. As you use them, handbags are hard not to be
recognized or seen as an item that you want to buy because you
like it. Marc’s passion for black overtook his design and this
was not embraced by the shoppers. Marketing did not consider
that the majority of customers that love daring bold colors. The

7. boosts in his strategy would have succeeded if he had done
more research, consider the entire market and not only a niche
of it, lack of knowledge of the trend set by other competitors
was not taken into account. Marketing and advertisement fail to
motivate buying online customers. Females were talking about
the product to other females, but they were not encouraging
others to buy the same product. Marc previously would make
sure that the essentials of a handbag were included in addition
to inserting his signature ‘Marc Jacobs’ widespread creativity
was known by many and he relied on this heavily.
*Commercialize Products:
Marc thinks that his designs and businesses can be a prosperous
partnership when they are combined correctly. The handbags are
retailed online and within several department stores and
boutiques. Vendors recognize the importance of including a
smaller brand with progressive awareness as a prospect to
associate the brand within their store initially as a test run than
placing them in all their stores. As cited by Finch (2012) when
he described commercializing products, “the organization's
commitment to marketing the product to the broader target
market and subsequent execution of the product-specific
marketing plan” (Finch, 2012, p.296). Similar to Newmans
blending within ShopBob brand association, Marc’s handbags
were sold in all Dillard's department stores but a lack of a good
area with a clear brand association like “Marc Jacobs” was not
executed. This would have guided buyers directly to Marc’s
brand for product-choice buying option.
*Feedback from Current Products & Customers:
Marc needs to get in touch with women’s needs and work
together with women and men customers, use feedback as a
guide. Women know exactly what they want and look for in a
handbag and as well as men, who are more of gift shoppers for
these women. The feedback provided can be greatly used for
product improvement and design. Marc’s success as a designer

8. was hindered when he left Louis Vitton Fashion House as he
expands himself opening multiple stores. His products increased
in price more than before because he did not have the previous
support. His handbags needed to be more affordable, as well as
creating these for clothesline, shoes, fashionable jewelry, and
other accessories. He can reinvent himself and these products
and become more popular and modern if he makes the necessary
changes, like using classic designs for the satisfaction of all
women with fabrics that are more affordable. This will lighten
design knock-offs and possibly lure new buyers who are not
aware of his brand. His signature name and classy products are
a great form of advertisement for this brand. And, by creating
brand consciousness of loyal buyers that can afford his line of
products, will allow the diminishing of competitors in the
market as they will be forced to review their brands and keep a
better equilibrium in the marketplace.
Marc Jacob was a brand that had great profit at the beginning.
His brand has been loosing over 50 million a year after he steps
down from Louis Vitton Fashion House. Every product he
creates must be inclusive of the brand he represents. He needs
to work more on guarding his image against the public and
professional scrutiny as he has received negative press and
criticism which impacted his brand and even possibly hurt or
affect his reputation creating a rode for his competition to
dominate and take over the marketplace.
Reference
Finch, J. (2012).
Managerial Marketing
[Electronic version]. Retrieved from https://ashford.content.edu