09 kotler chap 09

Chapter Nine: 

Chapter Nine New-Product Development and Product Life-Cycle Strategies

New-Product Development and Product Life-Cycle Strategies: 

New-Product Development and Product Life-Cycle Strategies New-Product Development Strategy New-Product Development Process Managing New-Product Development Product Life-Cycle Strategies Additional Product and Service Considerations Topic Outline

New-Product Development Strategy: 

New-Product Development Strategy Acquisition refers to the buying of a whole company, a patent, or a license to produce someone else’s product New product development refers to original products, product improvements, product modifications, and new brands developed from the firm’s own research and development Two ways to obtain new products

New-Product Development Reasons for new product failure : 

New-Product Development Reasons for new product failure

New-Product Development Process: 

New-Product Development Process Major Stages in New-Product Development

New-Product Development Process: 

New-Product Development Process Idea generation is the systematic search for new-product ideas Sources of new-product ideas Internal External Idea Generation

New-Product Development Process: 

New-Product Development Process Internal sources refer to the company’s own formal research and development, management and staff, and “intrapreneurial” programs External sources refer to sources outside the company such as customers, competitors, distributors, suppliers, and outside design firms Idea Generation

New-Product Development Process: 

New-Product Development Process Identify good ideas and drop poor ideas R-W-W Screening Framework: Is it real? Can we win? Is it worth doing? Idea Screening

New-Product Development Process: 

New-Product Development Process Product idea is an idea for a possible product that the company can see itself offering to the market Product concept is a detailed version of the idea stated in meaningful consumer terms Product image is the way consumers perceive an actual or potential product Concept Development and Testing

New-Product Development Process: 

New-Product Development Process Concept testing refers to testing new-product concepts with groups of target consumers Concept Development and Testing

New-Product Development Process: 

New-Product Development Process Marketing strategy development refers to the initial marketing strategy for introducing the product to the market Marketing strategy statement includes: Description of the target market Value proposition Sales and profit goals Marketing Strategy Development

New-Product Development Process: 

New-Product Development Process Business analysis involves a review of the sales, costs, and profit projections to find out whether they satisfy the company’s objectives Marketing Strategy Development

New-Product Development Process: 

New-Product Development Process Product development involves the creation and testing of one or more physical versions by the R&D or engineering departments Requires an increase in investment Marketing Strategy Development

New-Product Development Process: 

New-Product Development Process Test marketing is the stage at which the product and marketing program are introduced into more realistic marketing settings Provides the marketer with experience in testing the product and entire marketing program before full introduction Marketing Strategy Development

New-Product Development Process: 

New-Product Development Process Types of Test Markets

New-Product Development Process: 

New-Product Development Process Advantages of simulated test markets Less expensive than other test methods Faster Restricts access by competitors Disadvantages Not considered as reliable and accurate due to the controlled setting Marketing Strategy Development

New-Product Development Process: 

New-Product Development Process Marketing Strategy Development

New-Product Development Process: 

New-Product Development Process Commercialization is the introduction of the new product When to launch Where to launch Planned market rollout Marketing Strategy Development

Managing New-Product Development: 

Managing New-Product Development Successful new-product development should be: Customer centered Team centered Systematic

Managing New-Product Development: 

Managing New-Product Development Customer-centered new product development focuses on finding new ways to solve customer problems and create more customer satisfying experiences Begins and ends with solving customer problems New-Product Development Strategies

Managing New-Product Development: 

Managing New-Product Development Sequential new-product development is a development approach where company departments work closely together individually to complete each stage of the process before passing it along to the next department or stage Increased control in risky or complex projects Slow New-Product Development Strategies

Managing New-Product Development: 

Managing New-Product Development Team-based new-product development is a development approach where company departments work closely together in cross-functional teams, overlapping in the product-development process to save time and increase effectiveness New-Product Development Strategies

Managing New-Product Development: 

Managing New-Product Development Systematic new-product development is an innovative development approach that collects, reviews, evaluates, and manages new-product ideas Creates an innovation-oriented culture Yields a large number of new-product ideas New-Product Development Strategies

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies Product Life Cycle

Product Life-Cycle Strategies: 

Product development Sales are zero and investment costs mount Introduction Slow sales growth and profits are nonexistent Growth Rapid market acceptance and increasing profits. Maturity Slowdown in sales growth and profits level off or decline Decline Sales fall off and profits drop Product Life-Cycle Strategies

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies Fads are temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies Slow sales growth Little or no profit High distribution and promotion expense Introduction Stage

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies Sales increase New competitors enter the market Price stability or decline to increase volume Consumer education Profits increase Promotion and manufacturing costs gain economies of scale Growth Stage

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies Slowdown in sales Many suppliers Substitute products Overcapacity leads to competition Increased promotion and R&D to support sales and profits Maturity Stage

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies Market modifying Product modifying Marketing mix modifying Maturity Stage Modifying Strategies

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies Maintain the product Harvest the product Drop the product Decline Stage

Product Life-Cycle Strategies: 

Product Life-Cycle Strategies Summary of Product Life Cycle

Additional Product and Service Considerations: 

Additional Product and Service Considerations Public policy and regulations regarding developing and dropping products, patents, quality, and safety Product Decisions and Social Responsibility

Additional Product and Service Considerations: 

Additional Product and Service Considerations Determining what products and services to introduce in which countries Standardization versus customization Packaging and labeling Customs, values, laws International Product and Service Marketing—Challenges

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