Transcript Part 3 Chapter 11 New product development Product and brand strategy

Slide 11.1
Part 3
New product development
Chapter 11
Product and brand strategy
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.2
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.3
Figure 11.1
VAG inter-firm product platform development
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.4
Figure 11.2
Platform development creates the architecture for a family of products
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.5
Table 11.1
A comparison of the product specifications of two of P&G’s successful
brands
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.6
Table 11.2
Product strategies
Source: Deschamps, J.P. and Nayak, P.R. (1995) Product Juggernauts: How Companies Mobilize To Generate A Stream of Winners, Harvard Business School Press, Boston, MA.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.7
Table 11.3
Product performance criteria
Source: Baker, M. and Hart, S. (1989) Product Strategy and Management, Prentice Hall, Harlow.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.8
Table 11.4
Market introduction of brands
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.9
Figure 11.3
Branding system
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.10
Figure 11.4
Internal and external brand contacts
Source: H. Rubenstein (1996) ‘Brand first management’, Journal of Marketing Management, Vol. 12, 269–80.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.11
Table 11.5
Top 10 grocery products/years
Source: Nielsen.
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.12
Table 11.6
Project analysis
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.13
Figure 11.5
Competitor map: prevention and therapy of periodontal disease
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 11.14
Table 11.7
The 16 detailed business model archetypes
Source: Weill, P. et al. (2005).
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013