Chapter 9New Product Development

Competition in our global marketplace makes it essential for firms to continuously offer new products to attract consumers.

However, successful new-product introductions are becoming more and more difficult. Problems include the high costs of R&D and competition for retailer shelf space.

New Product FailureMany new products fail because of meager competitive advantages, overestimation of market size, poor product positioning, poor marketing mix, or bad timing.

New product development refers to:original products,product improvements, product modifications, and new brands developed from the firm’s own research and development.

1- Idea Generation

3-Concept Development

4- Strategy Development

2- Idea Screening

5- Business Analysis

8-Commercialization

7-Test Marketing

6-Product Development

New Product DevelopmentStages of the new product development process:

1- Idea GenerationIdea generation is the systematic search for new-product ideas.

Marketers use a variety of sources to come up with ideas that provide strong customer benefits and that are compatible with the company mission. These ideas can come from customers, salespeople, service providers, etc. Research is often conducted to come up with new product ideas.

1- Internal Idea Sources: here the company finds new ideas through formal research and development. Or it can pick the brains of employees—from executives to scientists, engineers, and manufacturing staff to salespeople.

2- External Idea Sources: good new-product ideas can also emerge from sources such as distributors, suppliers or even competitors.

Perhaps the most important source of new-product ideas is customers themselves.

Sources of Idea Generation

2- Idea ScreeningThe first idea-reducing stage is idea screening, which helps spot good ideas and drop poor ones as soon as possible.

In screening, ideas are expanded into more complete product concepts. When screening, marketers and researchers examine the chances that the product concept might achieve technical and commercial success.

3- Concept development and testingIn concept development, several descriptions of the product are generated to find out how attractive each concept is to customers. From these concepts, the best one is chosen.

A product idea is an idea for a possible product that the company can see itself offering to the market.

A product concept is a detailed version of the idea stated in meaningful consumer terms.

A product image is the way consumers perceive an actual or potential product.

Concept testingConcept testing refers to testing new-product concepts with groups of target consumers

4-Marketing strategy developmentMarketing strategy development is designing an initial marketing strategy for introducing a product to the market.

The marketing strategy statement consists of three parts.

1. A description of the target market; the planned value proposition; and the sales, market share, and profit goals for the first few years.

2. Outline of the product’s planned price, distribution, and marketing budget for the first year.

3. Description of the planned long-run sales, profit goals, and marketing mix strategy.

5- Business analysisBusiness analysis involves a review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company’s objectives.

A business analysis is conducted to find out if a product can be profitable. Issues here include potential demand and required firm resources for successful development.

6- Product development

In product development, R&D or engineering develops the product concept into a physical product. The product development step calls for a large jump in investment.

7-Test Marketing

Test marketing is the stage at which the product and marketing program are introduced into realistic market settings.

8- Commercialization

Commercialization is introducing the new product into the market. Decisions must be made concerning: timing, where to launch the new product, and how to implement the market rollout.

Product life cycle

Product Life Cycle is the way products go through stages from development to death.The cycle has five distinct stages:

1) Product development begins when the company finds and develops a new-product idea.

2) Introduction is a period of slow sales growth as the product is introduced in the market. Profits are nonexistent in this stage because of the heavy expenses of product introduction.

3) Growth is a period of rapid market acceptance and increasing profits.

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.

5) Decline is the period when sales fall off and profits drop.

Product and Service Decisions

1- PRODUCT ATTRIBUTES

2- BRANDING

3- PACKAGING

4- LABELING

5- SUPPORT SERVICES

1- Product attributes Developing a product involves

defining its attributes such as:

A.Quality

B.Features

C.Style & Design

Product Quality has two dimensions: level and consistency. The quality level means performance quality or the ability of a product to perform its functions. Quality conformance means quality consistency, freedom from defects, and consistency in delivering a targeted level of performance.

Product Features are a competitive tool for differentiating the company’s product from competitors’ products. The company should periodically survey buyers who have used the product and ask these questions: How do you like the product? Which specific features of the product do you like most? Which features could we add to improve the product?

Product Style and Design is another way to add customer value. Style describes the appearance of a product. Design contributes to a product’s usefulness as well as to its looks.

2- Branding

A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

Benefits of Brand names:

A.--help consumers identify products that might benefit them.

B.--say something about product quality and consistency.

C.--become the basis on which a whole story can be built about a product.

D.--provide legal protection for unique product features.

E.--help the seller to segment markets.

3- Packaging

A package is the covering or container for a product, but it is also a lot more. Packaging protects the product. It makes it easy for consumers to handle and store the product. Packaging also plays an important role in communicating brand personality.

4-LabelingLabels identify the product or brand, describe attributes, and provide promotion.

5-Support services

Companies must continually assess the value of current services to obtain ideas for new ones. They also need to develop a package of services to satisfy customers and provide profit to the company.