Transcript New-Product Development & Product Life

New-Product Development &
Product Life-Cycle Strategies
New Product Development Process
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
Marketing
strategy
development
Commercialization
New Product Development Process
The systematic
search for new
product ideas.
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
Marketing
strategy
development
Commercialization
New Product Development Process
Screening new-product
ideas in order to spot
good ideas and drop poor
ones as soon as possible.
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
Marketing
strategy
development
Commercialization
New Product Development Process
Development an attractive idea into a product
concept which provides more detailed stated in
meaningful consumer terms. Then test newproduct concepts with a group of target
consumers to find out if the concepts have strong
consumer appeal.
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
Marketing
strategy
development
Commercialization
New Product Development Process
Designing an initial
marketing strategy for
a new product based
on the product
concept.
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
Marketing
strategy
development
Commercialization
Marketing Strategy Statement
• Consists of 3 parts:
Target market
The planned value proposition
The sales, market share, and profit goals for the
first few years.
Marketing Strategy Statement
Example: electric car
• Product concept:
 A “green” car appealing to an environmentally conscious people
who want practical, low polluting transportation.
• Marketing strategy statement:
 The target market is younger, well-educated, moderate-to highincome individuals, couples, or small families seeking practical,
environmentally responsible transportation. The car will be
positioned as more fun to drive and less polluting than today’s
internal combustion engine or hybrid cars. The company will
aim to sell 100,000 cars in the first year, at loss of not more
than $15 million. In second year, the company will aim for sales
of 120,000 cars and a profit of $25 million.
New Product Development Process
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
A review of the sales,
costs, and profit
projections for new
product to find out
whether these factors
satisfy the company’s
objectives.
Marketing
strategy
development
Commercialization
New Product Development Process
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
Developing the product
concept into a physical
product in order to ensure
that the product idea can be
turn into a workable market
offering.
Marketing
strategy
development
Commercialization
New Product Development Process
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
Marketing
strategy
development
Commercialization
The stage of new-product
development in which the
product and marketing
program are tested in
realistic market settings.
New Product Development Process
Idea
generation
Idea
screening
Concept
Development
& testing
Business
analysis
Product
development
Test
marketing
Marketing
strategy
development
Commercialization
Introducing a new product
into the market
Product Life-Cycle Strategies
• The course of a product’s sales and profits
over its lifetime.
• It involves five distinct stages:
1.
2.
3.
4.
5.
Product development
Introduction
Growth
Maturity
Decline
Sales & Profits over the Product’s Life
from Inception to Decline
Sales and profits ($)
6
5
4
3
Sales
2
Profits
1
0
-1
Time
Product
Introduction
development
Growth
Maturity
Decline
-2
Losses/ Investment ($)
This shows typical product life cycle (PLC), not all products follow this PLC.
Stage 1
Product development:
• Begins when company finds and develops a
new-product idea.
• During this stage, sales are zero and the
company’s investment costs add up.
Stage 2
Introduction:
• Starts when the new product is first launched.
• Is a period of slow sales growth as the product is
introduced in the market.
• Profits are nonexistent or low in this stage
because of the heavy expenses of product
introduction.
Stage 3
Growth:
• Is a period of rapid market acceptance and
increasing profits.
• Product’s sales start climbing quickly.
Stage 4
Maturity:
• Is a period of slowdown in sales growth
because the product has achieved acceptance
by most potential buyers.
• Profits level off or decline because of
increased marketing outlays to defend the
product against competition.
Stage 5
Decline:
• Is the period when sales fall off and profits drop.
• Sales decline for many reasons: technological
advances, shifts in consumer tastes, and
increased competition.
– A firm must regularly review product sales, market
shares, costs, and profit trends. Then, management
can decide whether to maintain, harvest, or drop the
declining products.
Summary of PLC Characteristics
Characteristics
Introduction
Growth
Maturity
Decline
Sales
Low sales
Rapidly rising
sales
Peak sales
Declining sales
Costs
High cost per
customer
Average cost
per customer
Low cost per
customer
Low cost per
customers
Profits
Negative
Rising profits
High profits
Declining
profits
Customers
Innovators
Early adopters
Middle
majority
Laggards
Competitors
Few
Growing
number
Stable number
begin to
decline
Declining
number
Summary of PLC Objectives
Marketing
Objectives
Introduction
Growth
Maturity
Decline
Create product
awareness and
trial
Maximize
market share
Maximize profit
while
defending
market share
Reduce
expenditure
and milk the
brand
Summary of PLC Strategies
Strategies
Introduction
Growth
Maturity
Decline
Product
Offer a basic
product
Offer product
extensions,
service, warranty
Diversify brand
and models
Phase out weak
items
Price
Use cost-plus
Price to
penetrate market
Price to match or
beat competitors
Cut price
Distribution
Build selective
distribution
Build intensive
distribution
Build more
intensive
distribution
Go selective:
phase out
unprofitable
outlets
Advertising
Build product
awareness
among early
adopters and
dealers
Build awareness
and interest in
the mass market
Stress brand
differences and
benefits
Reduce to level
needed to retain
hard-core loyals
Sales promotion
Use heavy sales
promotion to
entice trial
Reduce to take
advantage of
heavy consumer
demand
Increase to
encourage brand
switching
Reduce to
minimal level