Professional Documents
Culture Documents
Market Offering
Julyanawaty 3303015027
Outline
1. What challenges does a company face in developing new
services?
development process?
Acquisition Development
-buyothercompanies -createnewproduct
-patentsfromother -contractwith
companies independentresearcher
-alicenseorfranchise
fromanothercompany
MOST NEW-PRODUCT ACTIVITY IS
PRODUCTS
COMPETITORS
MARKETING PARTNERSHIP
Challenges in New-Product
Development
TheInnovationImperative TheIncrementalInnovation
-createapositiveattitude -tweakingproductsfornew
-routinizetheinnovationprocess customers
-practiceteamwork -createdisruptivetechnologies
-allowtheirpeopleto (unique,superiorproduct,
experiment well-definedproduct,
technologicalandmarketing
finding hidden assumptions and ignored
BudgetingforNew-Product OrganizingNew-Product
Development Development
CROSS-FUNCTIONALTEAMS
collaborateanduseconcurrent
R&Doutcomesaresouncertain new-productdevelopment
itisdifficulttousenormalinvestment
criteria STAGE-GATESYSTEMS
dividetheinnovationprocessinto
stages
Managing the Development Process: Ideas
GeneratingIdeas
1.Thedemandlandscape
2.Theopportunityspace
INTERACTINGWITHEMPLOYEES
3.Thestrategicblueprint
STUDYINGCOMPETITORS
INTERACTINGWITHOTHERS
-Customerneedsandwants ADOPTINGCREATIVITY
-Crowdsourcing TECHNIQUES
-Helpcustomerstofeelcloser
Managing the Development Process: Ideas
GeneratingIdeas
ADOPTINGCREATIVITYTECHNIQUES
Attributelisting
Gasstationstores=gasstations+food
Forcedrelationships
Cybercafs=cafeteria+Internet
Morphologicalanalysis
Cerealbars=cereal+snacking
Reverseassumptionanalysis
KinderSurprise=candy+toy
Newcontexts
SonyWalkman=audio+portable
Mindmapping
Managing the Development Process: Ideas
UsingIdeaScreening
Aims:todroppoorideasasearlyaspossible
weighted-indexmethod:promotesystematicevaluationanddiscussion,not
supposedtomakethedecisionformanagement
istheprobabilityhigh
enoughtowarrantcontinued
development?
Managing the Development Process:
Concept to Strategy
Concept Development and Testing
Productidea:possibleproductthecompanymightoffertothemarket
Productconcept:elaboratedversionoftheideaexpressedinconsumerterms.
CONCEPTDEVELOPMENT
Concept1.Whowillusethisproduct?
Concept2.Whatprimarybenefitshouldthisproductprovide?
Concept3.Whenwillpeopleconsumethisproduct?
Theyrepresentsacategoryconceptthatdefinestheproductscompetition
Managing the Development Process:
Concept to Strategy
Concept Development and Testing
CONCEPTDEVELOPMENT
Managing the Development Process:
Concept to Strategy
Concept Development and Testing
CONCEPTTESTING
presentingtheproductconcepttotargetconsumers,physicallyor
symbolically,andgettingtheirreactions,helpavoidcostlymistakes
rapidprototypingandvirtualreality
Communicabilityandbelievability:Ifthescoresarelow,theconceptmustbe
refinedorrevised.
Needlevel:Thestrongertheneed,thehighertheexpectedconsumerinterest.
Gaplevel:Thegreaterthegap,thehighertheexpectedconsumerinterest.
Perceivedvalue:Thehighertheperceivedvalue,thehigherisexpectedconsumer
interest.
Purchaseintention
Usertargets,purchaseoccasions,purchasingfrequency
Managing the Development Process:
Concept to Strategy
Concept Development and Testing
CONJOINTANALYSIS
derivingtheutilityvaluesthatconsumersattachtovaryinglevelsofa
productsattributes
Managing the Development Process:
Concept to Strategy
Marketing Strategy Development
Thefirstpartdescribesthetargetmarketssize,structure,
andbehavior;theplannedproductpositioning;andthesales,
marketshare,andprofitgoalssoughtinthefirstfewyears
Thesecondpartoutlinestheplannedprice,distribution
strategy,andmarketingbudgetforthefirstyear
Thethirdpartofthemarketingstrategyplandescribesthe
long-runsalesandprofitgoalsandmarketing-mixstrategy
overtime
Managing the Development Process:
Concept to Strategy
Business Analysis
ESTIMATINGTOTALSALES
-Totalestimatedsalesarethesumofestimatedfirst-timesales,
replacementsales,andrepeatsales.Sales-estimationmethods
dependonwhethertheproductispurchasedonce(suchasan
engagementringorretirementhome),infrequently,oroften.
ESTIMATINGCOSTSANDPROFITS
-CostsareestimatedbytheR&D,manufacturing,
marketing,andfinancedepartments.
Managing the Development Process:
Development to Commercialization
PRODUCTDEVELOPMENT
-PhysicalPrototypes
-CustomerTests
MARKETTESTING
a.Consumer-goodsMarketTesting
Sales-WaveResearch,SimulatedTestMarketing,
ControlledTestMarketing,TestMarkets
b.Business-goodsMarketTesting
COMMERCIALIZATION
When(Timing)
Where(GeographicStrategy)
ToWhom(Target-marketProspects)
How(IntroductoryMarketStrategy)
THE CONSUMER-ADOPTION PROCESS
Adoptionisanindividualsdecisiontobecomearegularuserofaproduct
andisfollowedbytheconsumer-loyaltyprocess
READINESSTOTRYNEWPRODUCTSANDPERSONALINFLUENCE
Innovatorsaretechnologyenthusiasts
Earlyadoptersareopinionleaderswhocarefullysearchfornewtechnologies
thatmightgivethemadramaticcompetitiveadvantage
Earlymajorityaredeliberatepragmatistswhoadoptthenewtechnologywhen
itsbenefitsareprovenandalotofadoptionhasalreadytakenplace
Latemajorityareskepticalconservativeswhoareriskaverse,technologyshy,and
pricesensitive
Laggardsaretradition-boundandresisttheinnovationuntilthestatusquoisno
longerdefensible
ORGANIZATIONSREADINESSTOADOPTINNOVATIONS
THE CONSUMER-ADOPTION PROCESS
FACTORS INFLUENCING THE ADOPTION PROCESS
CHARACTERISTICSOFTHEINNOVATION
-relativeadvantagethedegreetowhichtheinnovationappearssuperiorto
existingproducts.
-compatibilitythedegreetowhichtheinnovationmatchesthevaluesand
experiencesoftheindividuals
-complexitythedegreetowhichtheinnovationisdifficulttounderstandoruse.
-divisibilitythedegreetowhichtheinnovationcanbetriedonalimitedbasis.
-communicabilitythedegreetowhichthebenefitsofuseareobservableor
describabletoothers.
-cost,riskanduncertainty,scientificcredibility,andsocialapproval
THANK
YOU