V The purpose of screening is to minimize risk by

focusing on the ideas with the highest probability of

success.

V The product development costs rises greatly in later

stages & therefore it is important for the company to
go ahead only with those product ideas that will turn
into profitable products.
V 2n Screening ideas the company must avoid two types of
errors:-

M d ’

  occurs when the company dismisses

a good idea.
Example:- Television show ³Friends´.

M d a

  occurs when the company permits a

poor idea to move into development and commercialization
Example:- Blue Pepsi & the Vanilla Coke.
V d need for a safe, affordable all whether form of
transport for the 2ndian family.

V dt the idea screening stage they were confused as

to what they should make?

1. d scooter with two extra wheels at the back?

2. d three wheeled car like a closed auto rickshaw?

3. dn auto rickshaw with four wheels?

4. d four wheeled open car?

V dttractive ideas must now be developed into product concepts. 2t is
important to distinguish between a ë
  a ë
 
ë
and a ë
 



1. d ë
  is an idea for a possible product that the company

can see itself offering to the market.

EXd PLE: - d large food-processing company gets the idea of

producing a powder to add to milk to increase its nutritional value
and taste.

This is a product  but consumers don't buy product ideas; they
buy product 
ë 
V d product idea can be turned into several concepts.

½

 
ë     

 ë
 

 
 
 

 


d product idea can be turned into several concepts.

V £
will use this product? -- The powder can be aimed at infants,

children, teenagers, young or middle-aged adults, or older adults.

V £  primary benefit should this product provide? -- Taste, nutrition,

refreshment, energy.

V When will people consume this drink? -- Breakfast, midmorning,

lunch, mid afternoon, dinner, late evening?
V By answering these questions, a company can form several concepts:

M ¦
ë 1. dn instant breakfast drink for adults who want a quick nutritious
breakfast without preparation.
Would compete against bacon and eggs, breakfast cereals, coffee and pastry,
and other breakfast alternatives.
M ¦
ë 2. d tasty snack for children to drink as a midday refreshment.
Would compete against soft drinks, fruit juices, sports drinks, and other thirst
quenchers.
M ¦
ë 3. d health supplement for older adults to drink in the late evening
before they go to bed.

3. d Product image is  way 


 ë   
ë
  ë

V Concept testing means presenting the product concept to
target consumers and getting their reactions.

V The concepts can be demonstrated symbolically or

physically.

V The more the tested concepts resemble the final product or

experience, the more dependable concept testing is.
V dfter receiving this information:-

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