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1、Chapter9New-ProductDevelopmentandProductLife-CycleStrategies1RoadMap:PreviewingtheConceptsExplainhowcompaniesfindanddevelopnew-productideas.Listanddefinethestepsinthenew-productdevelopmentprocess.Describethestagesoftheproductlifecycle.Explainhowmarketingstrate
2、gieschangeduringtheproduct’slifecycle.2OriginalProductsProductImprovementsProductModificationsNewBrandsAcquiredCompaniesAcquiredPatentsAcquiredLicensesNew-ProductDevelopment StrategyStrategiesforObtainingNew-ProductIdeas3CausesofNew-ProductFailuresOnestudyesti
3、matedthatasmanyas80%ofnewconsumerpackagedproductsfail.Onlyabout40%ofnewconsumerproductsarearound5yearsafterintroduction.Why?Overestimationofmarketsize,Productdesignproblems,Productincorrectlypositioned,priced,oradvertised,Productmayhavebeenpusheddespitepoormar
4、ketingresearchfindings,Costsofproductdevelopment,orCompetitiveactions.4ImprovingNew-ProductSuccessNew-productsuccessdependsonhavinga:Uniquesuperiorproduct(onewithhigherquality,features,andvalueinuse),andaWell-definedproductconcept(adefinedtargetmarket,productr
5、equirements,andbenefits).Tocreatesuccessfulnewproducts,thecompanymust:understanditsconsumers,markets,andcompetitors,anddevelopproductsthatdeliversuperiorvaluetocustomers.5MajorStagesinNew-ProductDevelopment(Fig.9-1)6CustomersCompetitorsDistributorsSuppliersSys
6、tematicSearchforNewProductIdeasObtainedFromEmployeesandAlsoFrom:NewProductDevelopmentProcessNewProductDevelopmentProcessStep1.IdeaGeneration7NewProductDevelopmentProcessStep2.IdeaScreeningHelpsspotgoodideasanddroppooronesassoonaspossible.Manycompanieshavesyste
7、msforratingandscreeningideaswhichestimate:MarketSizeProductPriceDevelopmentTime&CostsManufacturingCostsRateofReturnThen,theideaisevaluatedagainstasetofgeneralcompanycriteria.81.DevelopNewProductIdeasintoAlternativeDetailedProductConcepts2.ConceptTesting-Testth
8、eNew-ProductConceptswithGroupsofTargetCustomers3.ChoosetheOneThatHastheStrongestAppealtoTargetCustomersNewProductDevelopmentProcessStep3.ConceptDevelopmentProductImageistheWayConsu
