The document discusses managing the new product development process from idea generation through concept development and testing. It describes techniques for gathering customer input like conducting informal sessions and surveys. It also discusses frameworks for understanding customer needs and wants like demand-first innovation and growth (DIG). Additionally, it covers ways to generate new ideas like attribute listing, forced relationships, and morphological analysis. Finally, the document outlines steps for concept development, testing, and using tools like conjoint analysis to inform marketing strategy and product positioning.

2. Managing the Development process :

3. The new product development starts with the search for ideas
a.) Interacting with
Various Groups

4. b.) Using Creativity Generating
Technique

5. He introduced demand-first innovation
and growth (DIG) framework which has
three parts-

6. The Demand Landscape
Use observational,
anthropological and
ethnographic method or
consumer self reports to
map consumer needs,
wants and even beyond.

7. Use conceptual lens and structural innovative-thinking tools to achieve market
perspective from different angles.

8. Think about how the new product can fit into customer’s lives and how it can
distinguished from competitors.

10. Running Informal sessions with group of customers and company
engineers and designers to discuss problems and needs.

12. Make a customer brainstorming session a standard feature of plant tours.

13. Survey your customers
Undertake ‘fly-on-the-wall or ‘camping out’ research
with customers, as do Fluke and Hewlett-Packard
Have your technical and marketing people visit your
suppliers’ lab and spend time with technical team –
find out what’s new
Some other ways...

16. Ask Customers
about their
problems with your
products.

19. Encourage or challenge
your customers to change
or improve your product

22. Adopting Creativity
Technique

23. 1.) Attribute Listing

24. 2.)

25. Forced Relationships – List several ideas and
consider each in relationship to each of the other.
Morphological Analysis – Start with a problem and
think of dimensions. By listing every possible
combination, we can generate many new solutions.
Some other ways...

26. Idea Screening -
Overall Probability Probability of Probability of
Probability = of technical x commercialization x economic
Of success completion given technical success given
completion commercialization

27. Managing the Development process :

28. Product Positioning Map
Concept Development and
Testing

29. Brand-Positioning Map

30. After Concept testing, researchers measure product dimensions by
having Consumers respond to a set of questions

31. 2.) Need Level

32. 2.) Perceived Value

33. Communicability and believability
Gap Level
Purchase Intention
User targets, purchase occasions, purchasing
frequency
Some others are...

34. Conjoint Analysis

35. Marketing Strategy Development
Product Life-Cycle Sales

38. Recap :
• Managing the Development Process – Ideas
• Erich Joachimsthaler’s demand-first innovation & growth (DIG)
• Ways to find Great New Product Ideas
• Crowdsourcing
• Ways to draw new Ideas from your Customers
• Studying Competitors
• Managing the Development Process – Concept to Strategy
• Concept Development
• Concept testing
• Conjoint Analysis

40. Credits :
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