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In an economy of rapid change, continuous innovation is necessary. Most companies rarely innovate, some innovate occasionally, and a few innovate continuously. A consumer's perspective on newness varies in degree of newness.
In an economy of rapid change, continuous innovation is necessary. Most companies rarely innovate, some innovate occasionally, and a few innovate continuously. A consumer's perspective on newness varies in degree of newness.
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In an economy of rapid change, continuous innovation is necessary. Most companies rarely innovate, some innovate occasionally, and a few innovate continuously. A consumer's perspective on newness varies in degree of newness.
Copyright:
Attribution Non-Commercial (BY-NC)
Verfügbare Formate
Als PPT, PDF, TXT herunterladen oder online auf Scribd lesen
• The meaning of this relative term is influenced by the perceptions of marketers and consumers. In general, it refers to a product new to a company or any recently introduced product that offers some benefit that other products do not. Categories of new products: • New-to-the-world products • New product lines • Additions to existing product lines • Improvements and revisions of existing products • Repositioning • Cost reductions New-Product Development Principles • Work with potential customers • Let employees choose projects • Give employees ‘dabble’ time • Know when to let go Let’s look at….. • Launching new products as brand extensions into related product categories is one means of broadening the brand meaning. For instance Nike started as running- shoe manufacturer but now competes in the sports market with all types of athletic shoes, clothing, and equipment. • In an economy of rapid change, continuous innovation is necessary. Most companies rarely innovate, some innovate occasionally, and a few innovate continuously. In the last category, Sony, Dell, Oracle have been stock- price gain leaders. These companies have created a positive attitude toward innovation and risk taking; they have routinized the innovation process; they practice teamwork; and they allow their people to experiment and even fail. Factors tend to hinder new- product development • Shortage of important ideas in certain areas • Fragmented markets • Cost of development • Capital shortages • Faster required development time • Shorter product life cycle • NPD requires senior management to define business domains, product categories, and specific criteria. General Motors has a hefty four million dollars benchmark it must apply to new car models-this is what it costs to get a new vehicle into production. One company established the following acceptance criteria: • Product can be introduced within five years. • The product has a market potential of at least fifty million dollars and a fifteen percent growth rate. • The product would provide at least 30 percent return on sales and 40 percent on investment. • The product would achieve technical or market leadership. The Consumer’s Perspective on Newness • From a consumer’s perspective, new products vary in degree of newness. There are three types of innovations: discontinuous, dynamically continuous and continuous. • Discontinuous innovations are pioneering products so new that no previous product performed an equivalent function. As a result of this near-complete newness, new consumption or usage patterns are required. For e.g., lithium battery pacemaker. • Dynamically Continuous Innovation A product that is different from previously available products but that does not strikingly change buying or usage patterns. For e.g., hybrid gasoline/electric motor car. • Continuous innovation is a commonplace change that is part of an ongoing product modification effort, such as a minor alteration of a product or the introduction of an imitative product. For e.g., flat-panel computer monitor as it takes up less space. The characteristics of success • Relative advantage: the ability of a product to offer clear-cut advantages over competing offerings. • Trialability: The ability of a product to be tested by possible future users with little risk or effort. • Distribution of free samples • Observability: The ability of a product to display to consumers its advantages over existing products. New-Product Development Process Idea Screening Idea Development Commercial Generation Evaluation -ization deas from: Strengths Concept R&D Finalize Customers and testing Develop product and and users Weaknesses Customer model or marketing Marketing Fit with reactions service plan research objectives Rough prototype Start Competitors Market estimates Test production Other trends of cost, marketing and markets Rough ROI sales, mix marketing Company estimate profits Revise plans “Roll out” in people as needed select Middlemen ROI estimate markets Final ROI estimate