Beruflich Dokumente
Kultur Dokumente
9-1
Chapter
Chapter 99
New-Product Development
and Product
Life-Cycle Strategies
New-Product
New-Product Development
Development 9-2
9-2
Strategies
Strategies
Acquired
Acquired Original
Original
Companies
Companies Products
Products
Acquired
Acquired Product
Product
Patents
Patents Improvements
Improvements
Acquired
Acquired Product
Product
Licenses
Licenses Modifications
Modifications
New
New
Brands
Brands
Causes
Causes of
of New
New Product
Product Failures
Failures 9-3
9-3
Process
Process
Marketing Business
Strategy Analysis
Concept Product
Development Development
and Testing
Idea Test
Screening Marketing
Idea Commercialization
Generation
New
New Product
Product Development
Development Process
Process
9-5
9-5
Step
Step 1.
1. Idea
Idea Generation
Generation
Customers
Customers Competitors
Competitors Distributors
Distributors Suppliers
Suppliers
New
New Product
Product Development
Development Process
Process
9-6
9-6
Step
Step 2.
2. Idea
Idea Screening
Screening
Step
Step 3.
3. Concept
Concept Development
Development &
& Testing
Testing
1.
1. Develop
DevelopNewNewProduct
ProductIdeas
Ideas
into
intoAlternative
AlternativeDetailed
Detailed
Product
ProductConcepts
Concepts
2.
2. Concept
ConceptTesting
Testing--Test
Testthe
the
New
NewProduct
ProductConcepts
Conceptswith
with
Groups
Groupsof
ofTarget
TargetCustomers
Customers
3.
3. Choose
Choosethe
theOne
OneThat
ThatHas
Hasthe
the
Strongest
StrongestAppeal
Appealto
toTarget
Target
Customers
Customers
New
New Product
Product Development
Development Process
Process
9-8
9-8
Step
Step 4.
4. Marketing
Marketing Strategy
Strategy Development
Development
Marketing Strategy Statement Formulation
Part
Part One
One Describes
Describes Overall:
Overall:
Target
Target Market
Market
Planned
Planned Product
Product Positioning
Positioning
Sales
Sales &
& Profit
Profit Goals
Goals
Market
Market Share
Share
Part
Part Two
Two Describes
Describes Short-Term:
Short-Term:
Product’s
Product’s Planned
Planned Price
Price
Distribution
Distribution
Marketing
Marketing Budget
Budget
Part
Part Three
Three Describes
Describes Long-Term:
Long-Term:
Sales
Sales &
& Profit
Profit Goals
Goals
Marketing
Marketing Mix
Mix Strategy
Strategy
New
New Product
Product Development
Development Process
Process
9-9
9-9
Step
Step 5.
5. Business
Business Analysis
Analysis
Step
Step 6.
6. Product
Product Development
Development
Business
Business Analysis
Analysis
Review
Review of
of Product
Product Sales,
Sales, Costs,
Costs,
and
and Profits
Profits Projections
Projections to
to See
See ifif
They
They Meet
Meet Company
Company Objectives
Objectives
IfIf No,
No, Eliminate
Eliminate
Product
Product Concept
Concept
IfIf Yes,
Yes, Move
Move to
to
Product
Product Development
Development
New
New Product
Product Development
Development Process
Process 9-10
9-10
Step
Step 7.
7. Test
Test Marketing
Marketing
Test Marketing is the Stage Where the Product and
Marketing Program are Introduced into More Realistic
Market Settings.
Budget
Budget Levels
Levels Product
Product
Positioning
Positioning
Packaging
Packaging Elements that Strategy
Strategy
May be Test
Marketed by a
Company
Branding
Branding Advertising
Advertising
Pricing
Pricing Distribution
Distribution
New
New Product
Product Development
Development Process
Process 9-11
9-11
Step
Step 8.
8. Commercialization
Commercialization
When?
When? Where?
Where?
Speeding
Speeding Up
Up Development
Development 9-12
9-12
Step 1
Step
Step 11
Step 2
Step
Step 22
Step 3
Step
Step 33
Step 4
Step
Step 44
Product
Product Life
Life Cycle
Cycle
9-13
9-13
Sales
Profits
Time
Product Introduction Growth Maturity Decline
Develop-
ment
Losses/
Investments ($)
Introduction
Introduction Stage
Stage of
of the
the PLC
PLC 9-14
9-14
Sales
Sales Low
Low sales
sales
Costs
Costs High
High cost
cost per
per customer
customer
Profits
Profits Negative
Negative or
or low
low
Marketing
Marketing Objectives
Objectives Create
Create product
product awareness
awareness and
and trial
trial
Product
Product Offer
Offer aa basic
basic product
product
Price
Price Usually
Usually is
is high;
high; use
use cost-plus
cost-plus formula
formula
Distribution
Distribution High
High distribution
distribution expenses
expenses
Advertising Build
Build product
product awareness
awareness among
among early
early
Advertising adopters
adopters and
and dealers
dealers
Growth
Growth Stage
Stage of
of the
the PLC
PLC 9-15
9-15
Sales
Sales Rapidly
Rapidly rising
rising sales
sales
Costs
Costs Average
Average cost
cost per
per customer
customer
Profits
Profits Rising
Rising profits
profits
Marketing
Marketing Objectives
Objectives Maximize
Maximize market
market share
share
Offer
Offer new
new product
product features,
features, extensions,
extensions,
Product
Product service,
service, and
and warranty
warranty
Price
Price Price
Price to
to penetrate
penetrate market
market
Distribution
Distribution Increase
Increase number
number of
of distribution
distribution outlets
outlets
Advertising Build
Build awareness
awareness and
and interest
interest in
in the
the mass
mass
Advertising market
market
Maturity
Maturity Stage
Stage of
of the
the PLC
PLC 9-16
9-16
Sales
Sales Peak
Peak sales
sales
Costs
Costs Low
Low cost
cost per
per customer
customer
Profits
Profits High
High profits,
profits, then
then lower
lower profits
profits
Maximize
Maximize profits
profits while
while defending
defending market
market
Marketing
Marketing Objectives
Objectives share
share
Product
Product Diversify
Diversify brand
brand and
and models
models
Price
Price Price
Price to
to match
match or
or best
best competitors
competitors
Distribution
Distribution Build
Build more
more intensive
intensive distribution
distribution
Advertising
Advertising Stress
Stress brand
brand differences
differences and
and benefits
benefits
Maturity
Maturity Stage
Stage of
of the
the PLC
PLC 9-17
9-17
Market
Market Product
Product
Modification
Modification Modification
Modification
Marketing
Marketing
Mix
Mix
Modification
Modification
Decline
Decline Stage
Stage of
of the
the PLC
PLC 9-18
9-18
Sales
Sales Declining
Declining sales
sales
Costs
Costs Low
Low cost
cost per
per customer
customer
Profits
Profits Declining
Declining profits
profits
Reduce
Reduce expenditure
expenditure and
and maintain,
maintain,
Marketing
Marketing Objectives
Objectives reposition,
reposition, harvest
harvest or
or drop
drop the
the product
product
Product
Product Phase
Phase out
out weak
weak items
items
Price
Price Cut
Cut price
price
Distribution
Distribution Go
Go selective:
selective: phase
phase out
out unprofitable
unprofitable outlets
outlets
Advertising Reduce
Reduce to
to level
level needed
needed to
to retain
retain
Advertising hard-core loyal customers
hard-core loyal customers