Product Planning Essentials

SECOND

E 0 I TI 0

Kenneth B. Kahn

^M.E.Sharpe
Armonk, New York
London, England

Contents

Preface
1. Introduction to Product Planning
Product Planning Defined
Product Planning Roles
Product, Service, or Both
What Is a Product?
Defining Product by the Nature of Innovation
Defining Product by the Nature of Market Demand
Defining Product by the Company's Internal Perspective
Defining What Is Meant by "New Product"
The Growing Emphasis on Product Planning
So Why Is Product Planning Difficult?

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2. Strategy and Process

The Strategic Planning Process
New Product Strategy
The Product Development Process
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Implementing a Product Development Process
Evaluating the Product Development Process
Initiatives to Reduce Cost or Time

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3. Organizing People
Department Responsibilities
Interdepartmental Integration
Organization Structure
Team Types
Distinguishing the Core Team, Ad Hoc Team, and
Extended Team
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Team Roles
Factors for Team Effectiveness

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4. Opportunity Identification
Sources of Opportunity
Segmentation of the Market and Technology
Market Segmentation
Empirical Methods for Market Segmentation:
Similarity and Dissimilarity Analyses
Technology Segmentation
The Product Innovation Charter
Screening the PIC
Sample Market-Related Criteria
Sample Technology-Related Criteria

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5. Concept Generation
The Product Concept Statement
Concept Generation Techniques
Needs Assessment
Scenario Analysis
Group Creativity
Attribute Analysis
Relationship Analysis
Lateral Search
Creativity

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6. Concept Evaluation
Product Development Charter Review
Concept Testing
Scoring Models
Snake Plots
Financial Analysis
ATAR Model
Applying the ATAR Model to Other Business Contexts
Expected Commercial Value Approach
Summary

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7. Technical Development
The Product Protocol
Themes Underlying "Design for Excellence" Engineering
Key Techniques to Aid Technical Development: Quality
Function Deployment
The Theory of Innovative Problem-Solving

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VI

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The Kano Model

Quantifying the Kano Model
Product Use Testing
Structuring a Product Use Test

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8. Design
The Meaning of Design
Product Design Situations
Design Disciplines
Industrial Design
Graphic Design
Interior Design

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9. Market Planning
The Situation Analysis
Industry Analysis
Competitor Analysis
Company Analysis
Customer Analysis
Sales Analysis
Marketing Objectives
Marketing Mix Activities
Key Product Issues
Key Distribution Issues
Key Promotion Issues
Key Pricing Issues
Estimating the Marketing Strategy Budget
Marketing Strategy Control
Entrepreneurship Thinking and Business Plan Development

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10. Commercialization and Launch

Market Testing
Pseudo-Sale
Controlled Sale
Full-Scale
Understanding the Launch Phenomenon
The Launch Cycle
Prelaunch Preparation: Launch Control Protocol
Plotting the Launch Process
New Product Forecasting
New Product Forecasting Techniques
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New Product Forecasting Accuracy

The New Product Forecasting Process

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11. Life Cycle Management

The Product Life Cycle
Strategic Considerations During the Maturity Stage
Product Families, Product Platforms, and the Product Mix Map
Brand Management
A Brand Equity Framework
A Brand Decision Framework
The Brand-Switching Matrix

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12. Global Issues in Product Planning

Overview of Global Considerations
Understanding Global Culture and Language
Global Product Development Teams
Sustainable Product Development
Base of the Pyramid Product Development

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13. Legal and Public Policy Considerations for

Product Planning
Intellectual Property
Patent
Trade Secret
Trademark Protection
Copyright Protection
Product Liability
Business Entity Formation
Public Policy Issues
Environmental Concerns
Product Performance and Customer Service
Morality
Managing Public Policy Issues

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14. Product Planning Best Practices

In Search of Product Development Best Practices
APQC Benchmarking of Product Development Practices
PDMA Research on Product Development Practices:
The Comparative Performance Assessment Study (CPAS)
or PDMA Best Practices Study
PDMA's Outstanding Corporate Innovator Award
Vlll

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The Kahn, Barczak, Moss Best Practices Framework

The Continued Search for Product Development Best Practices
Index
About the Author

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