Transcript LO 2
Lamb, Hair, McDaniel 2010-2011 CHAPTER 11 Developing and Managing Products 1 Learning Outcomes LO 1 Explain the importance of developing new products and describe the six categories of new products LO 2 Explain the steps in the new-product development process LO 3 Discuss global issues in new-product development LO 4 Explain the diffusion process through which new products are adopted LO 5 Explain the concept of product life cycles 2 The Importance of New Products Explain the importance of developing new products and describe the six categories of new products LO1 3 Categories of New Products New-to-the-World New Product Lines Product Line Additions Improvements or Revisions Repositioned Products Lower-Priced Products LO1 4 The New Product Development Process Explain the steps in the new-product development process LO2 5 The New-Product Development Process New Product Success Factors Long-term commitment Company-specific approach Capitalize on experience Establish an environment LO2 6 New-Product Development Process New-Product Strategy Idea Generation Idea Screening Business Analysis LO2 Development Test Marketing Commercialization New Product 7 Idea Generation Customers Employees Distributors Competitors Sources of New-Product Ideas Vendors R&D Consultants http://www.ideo.com LO2 Online 8 Tips for New Product Development Disperse R & D around the globe Keep teams small and empower employees Flatten hierarchy Encourage extensive brainstorming and generation of crazy new ideas Welcome mistakes LO2 9 Idea Screening The first filter in the product development process, which eliminates ideas that are inconsistent with the organization’s newproduct strategy or are inappropriate for some other reason. Concept test: A test to evaluate a new-product idea, usually before any prototype has been created. Often successful for line extensions. LO2 10 Business Analysis Demand Considerations in Business Analysis Stage Cost Sales Profitability LO2 11 Development Creation of prototype Marketing strategy Packaging, branding, labeling Promotion, price, and distribution strategy Manufacturing feasibility Final government approvals if needed LO2 12 Simultaneous Product Development A new team-oriented approach to newproduct development where all relevant functional areas and outside suppliers participate in the development process. LO2 13 Test Marketing Test Marketing foodcom.com/signup The limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation. Online LO2 14 Alternatives to Test Marketing Single-source research using supermarket scanner data Simulated (laboratory) market testing Online test marketing LO2 http://www.newproductworks.com Online 15 Commercialization Production Inventory Buildup Distribution Shipments Sales Training Trade Announcements Customer Advertising LO2 16 New-Product Success Factors Listening to customers Strong leadership Producing the best product Commitment to newproduct development Vision of future market Project-based team approach Getting every aspect right LO2 17 New-Product Development Process Number of new product ideas Idea generation LO2 Idea screening Business analysis Development Test marketing Commercialization 0 Time 18 Beyond the Book Why New Products Fail • • • • • • • • No discernible benefits Poor match between features and customer desires Overestimation of market size Incorrect positioning Price too high or too low Inadequate distribution Poor promotion Inferior product NOTE: Supplemental content – not in book. LO2 19 Beyond the Book Success Factors Factors in Successful New Products Match between product and market needs Different from substitute products Benefit to large number of people NOTE: Supplemental content – not in book. LO2 20 Global Issues in New-Product Development Discuss global issues in newproduct development LO3 21 Global Marketing Questions • Develop product for potential worldwide distribution • • Modify for unique market requirements • Design products to meet regulations and key market requirements LO3 22 The Spread of New Products Explain the diffusion process through which new products are adopted LO4 23 Diffusion Diffusion The process by which the adoption of an innovation spreads. LO4 24 Categories of Adopters Innovators Early Adopters Early Majority Late Majority Laggards LO4 25 Product Characteristics and the Rate of Adoption Complexity Compatibility Relative Advantage Observability Trialability http://www.electronicgadgetdepot.com LO4 Online 26 Marketing Implications of the Adoption Process Word of Mouth Communication Aids the Diffusion Process Direct from Marketer LO4 27 Product Life Cycles Explain the concept of product life cycles LO5 28 Product Life Cycle Product Life Cycle A concept that provides a way to trace the stages of a product’s acceptance, from its introduction (birth) to its decline (death). LO5 29 Product Life Cycle Maturity Stage Dollars Introductory Growth Stage Stage Decline Stage Sales Profits 0 Time LO5 30 Product Life Cycles for Styles, Fashions, and Fads LO5 31 Introductory Stage High failure rates Little competition Frequent product modification Limited distribution High marketing and production costs Negative profits with slow sales increases Promotion focuses on awareness and information Communication challenge is to stimulate primary demand LO5 32 Growth Stage Increasing rate of sales Entrance of competitors Market consolidation Initial healthy profits Aggressive advertising of the differences between brands Wider distribution LO5 33 Maturity Stage LO5 Sales increase at a decreasing rate Saturated markets Annual models appear Lengthened product lines Service and repair assume important roles Heavy promotions to consumers and dealers Marginal competitors drop out Niche marketers emerge 34 Decline Stage Long-run drop in sales Large inventories of unsold items Elimination of all nonessential marketing expenses “Organized abandonment” LO5 35 Diffusion Process and PLC Curve Sales Introduction Growth Decline Maturity Product life cycle curve Early majority Late majority Early adopters Innovators Laggards Diffusion curve LO5 36 LO5 Product Life Cycles INTRODUCTION Sales Product Strategy Limited models. Frequent changes. GROWTH More models. Frequent changes. Distribution Strategy Limited Expanded wholesale/ dealers. Longretail distributors. term relations. Promotion Strategy Awareness. Aggressive ads. Stimulate Stimulate demand. Sampling. demand. Pricing Strategy High to recoup development costs. Fall as result of competition and efficient production. Time MATURITY DECLINE Eliminate Large number unprofitable of models. models. Extensive. Margins drop. Shelf space. Phase out unprofitable outlets. Advertise. Promote heavily. Phase out promotion. Prices fall (usually). Prices stabilize at low level. 37 E-readers E-readers such as Amazon’s Kindle, Barnes & Noble’s Nook, and Sony’s e-reader are increasingly available products that have sparked serious debate among book lovers, publishers, and techies about the future of printed text. – In what stage of the product life-cycle are these different readers? • Sony e-Readers • Barnes & Noble's Nook • Amazon's Kindle – Who is adopting these products now? – Discuss the different company’s attempts at competitive advantage. LO5 38