Professional Documents
Culture Documents
Introduction
Launch planning Tracking the launch
Testing
Advertising & product testing Pretest & pre-launch forecasting Test marketing
Design
Customer needs Sales forecast Product positioning Engineering Segmentation Marketing mix
Opportunity Identification
Market definition Idea generation
Reposition
Sub-factor Product Superiority Unique features for users Reduce customer costs Higher quality than competitors Does unique task for user Priced lower than competition
Sub-factor Weight 1 1
.3
.4
3.2
.2
1.2
.1
0.4
7.8
23.4
.1
.2
1.6
.5
3.0
.2
0.8
6.4
6.4
2 2
.5 -
5 -
.4 .2
3.2 1.6
.1 .5
0.6 3.0
.3
1.2
8.8 5.8
17.6 11.6
10
TOTAL
71.4
HONDA
Perception
Product Features
Customer Perceptions
O BOA ABO BA O Best BA
1 2
Questions 1~3 are based on the customer responses. From this we can identify opportunities for improvement - Easy to close from outside which we are weak on, and Stays open on hill which all 3 cars are weak on. To improve these attributes, we now need to enter the engineering domain.
Open-Close Effort Engineering Characteristics + Force on level ground - Energy to close door + Door seal resistance + Force on 10o slope
7 5
3 2
ABO BA O
Open-Close Effort Engineering Characteristics + Force on level ground - Energy to close door + Door seal resistance + Force on 10o slope
Strong Negative
7 5
+ + +
3 2
+
+
ABO
BA
Relative Importance
Open-Close Effort Engineering Characteristics + Force on level ground - Energy to close door + Door seal resistance + Force on 10o slope
Strong Negative
7 5
+ + +
Doesnt leak in rain No road noise Measurement Units Our Car As Car Bs car
3 2 ftlb 11 9 9.5 lb 12 12 11 lb 6 6 7
+
+
lb/ft 3 2 2
ABO
+
db 9 5 6
BA
Objective Measures
_ _
Roof Matrix
+
+ Force on level ground + Door seal resistance + Force on 10o slope
+
Sealing Insulation + Road noise reduction Relationships Strong Positive + Medium Positive _ Medium Negative
Relative Importance
+ _
Customer Attributes Easy to Open Isolation & Close Door Easy to close from out Stays open on a hill 7 5
O BOA
4 BA
+ + +
+
Doesnt leak in rain No road noise Measurement Units Our Car As Car Bs car
3 2 ftlb lb lb 11 12 6
12 11 6 7
ABO
BA
Objective Measures
lb/ft db 3 9
2 2 5 6
9 9.5
Q7: What are the technical limitations and costs associated with various changes
_
Relative Importance
_
Roof Matrix
+
+ Force on level ground + Door seal resistance + Force on 10o slope
+
Sealing Insulation
+ Road noise reduction
Engineering Characteristics
Open-Close Effort
- Energy to close door
+ _
1
Customer Attributes
Easy to Open & Close Door
7 5
O BOA
+ + +
+
Doesnt leak in rain No road noise Measurement Units Our Car As Car Bs car
3 2 ftlb lb lb 11 12 6
9 9.5 12 11 6 7
ABO
+
5 6
BA
lb/ft db 9 3
2 2
Representation
change
Transparent
Collaborative
Product
no change
Adaptive
Cosmetic
no change
change
Product Development
Product Launch
Workload
engineering lo Time
break
Introduction
Launch planning Tracking the launch
Testing
Advertising & product testing Pretest & pre-launch forecasting Test marketing
Design
Customer needs Sales forecast Product positioning Engineering Segmentation Marketing mix
Opportunity Identification
Market definition Idea generation
Reposition
Survey Data Adjustment Demographics Price / Value Perception Absolute Price Category Usage
Total Sales 100% Aware 100% Available Market Adjustment Advertising Distribution Competition Sales
MIDDLE X
UPPER X
X X X X
In the above example, the new product scores high on several measures. However, its Premium positioning results in average purchase intent
Forecast sales, P for a new product depends upon Awareness of new brand (Aw) Availability of new brand (Av) Ultimate trial proportion conditional on awareness and availability (T) Long run share of purchases of new brand among those who try (R) Total category sales (C) P = C Aw Av T R
Promotion
Brand Awareness
Trial
Initial Repeat
Continued Repeat
Distribution
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Sales
Time
Introduction
Launch planning Tracking the launch
Testing
Advertising & product testing Pretest & pre-launch forecasting Test marketing
Design
Customer needs Sales forecast Product positioning Engineering Segmentation Marketing mix
Opportunity Identification
Market definition Idea generation
Reposition
Finance
Idea Generation
Disenchantment
Confusion
A CLOUT B D
C G
VULNERABILITY
The Hitchhiker ROS = 15% ~ 20% Innovate Niche strategies Price follower The Dead-End Brand ROS < 5%
The High-Road ROS > 20% Innovation Judicious Pricing Raise Entry Barriers The Low-Road ROS = 5% ~ 10% Cut Costs Lower Prices Category Drifts Up?
Value Category
high
Going Upscale Problem with credibility Reposition entire brand - almost impossible Sub-brands Parent (driver) - Child (descriptor)
How do you manage ideas for new products & concepts 1. Ideas not solicited 2. Ideas solicited from select group 3. Ideas can be sold to management even if not solicited 4. New ideas are recognized even if results are unclear 5. People encouraged to generate new ideas
How do you manage innovation for product development 1. Innovation limited to the labs 2. Innovation is in marginal improvements 3. New features are added to existing products 4. Innovation is the cornerstone of all new products 5. Cross functional innovations catayze birth of new products
How do you use new products as marketing weapons 1. Company often last to enter new categories 2. The company follows the leader closely 3. Company sometimes a pioneer by chance 4. Company launches new products, with new concepts, albeit occasionally 5. Company usually launches new products with new concepts How do you work on product improvement & modification 1. No organized process in the company 2. Products allowed to run through life cycle with few changes 3. Products improved in decline stage 4. Products have periodic changes based on customer feedback 5. Products constantly changing based on feedback & opportunities
How frequently do you launch new products and brands 1. Company relies only on tried & trusted brands 2. Rate of launches is below industry average 3. Rate of launches is on par with average 4. New products are launched when considered necessary 5. Company responds to every market change with a launch How does your company test market new products 1. Occasional, non-institutionalized process 2. Conducted regularly with small samples 3. Marketing mix seldom modified after test marketing 4. Regular test marketing - only for products 5. All elements of the marketing mix are testmarketed and suitably modified
How closely is the customer involved in product testing 1. Feedback obtained after launch 2. Customer involved in test-marketing stage 3. Customer consulted in the beginning for product ideas 4. Customer involved from prototype to test marketing 5. Customer involved at every stage from idea generation How do you familiarize channel with new products 1. Products are introduced into channel with little innovation 2. Channel members are told of the product after launch 3. Some advance notification is provided 4. Informed but not involved in the planning 5. Work closely with company on new products
How do you customize products for different buyers 1. Product offering is homogeneous 2. Differentiation via external factors such as package size 3. Service envelope is customized 4. Product-service combo is tailored to individual buyer 5. Customization is offered to every buyer How do you respond to new products from competitors 1. No serious attempt to develop new product 2. Company checks whether a new product is necessary 3. Customer needs are re-examined before developing a competing product 4. New product launched with more benefits 5. Response via counter-innovation with extra benefits