New Product Flashcards
A firm can obtain new products in two ways:
acquisition and new product development
acquisition
buying a whole company/patent/license to produce someone else’s product
4 new product development
- the development of original products
- product improvements
- product modifications
- new brands
through the firm’s own product development efforts
2 Advantages of new products
- offer solution and variety to customers
- vital for company growth
2 Cons of new product development
- innovation is costly and risky
- failures rates for new products can be high
3 reasons for new product failures
- although an idea may be good, the market size may have been overestimated
- the actual product was not designed as well as it should have been
- maybe it was incorrectly positioned (price too high or poorly advertised)
8 major steps in product development
- Idea generation
- idea screening
- concept department and testing
- marketing strategy development
- business analysis
- product development
- test marketing
- commercialization
idea generation
the systematic search for new product ideas.
Major sources of new product ideas
internal sources and
external sources such as customers, competitors, distributors and suppliers, and others.
3 Internal Idea Sources
- find new ideas through formal R&D (innovation centre)
- Internal brainpower (employee ideas, not just R%D)
- Hackathons and events
5 External Idea Sources
- Distributors and suppliers
- Competitors
- Customers
- marketing research firms, agencies
- trade magazines, seminars, government agencies, inventors, etc
Distributors and Suppliers as Idea Sources (2)
Distributors share market insights and consumer problems.
Suppliers offer new concepts, techniques, and materials for product development.
Competitors as a Source of Ideas (2)
Analyzing competitors’ ads and products provides insights.
Disassembling competing products helps understand their functionality and sales performance.
Customers as Crucial Idea Contributors (3)
Customer questions and complaints can spark ideas for better solutions.
Salesforce’s IdeaExchange involves customers in suggesting and voting on new software features.
Collaboration and brainstorming with customers often yield innovative outcomes.
Crowdsourcing
a company invites broad communities of people—customers, employees, independent scientists and researchers, and even the public at large—into the innovation process.
Idea Screening
spot good ideas and drop poor ones as soon as possible
idea screening framework
3 questions of R-W-W Framework
- Is it real?
- Can we win?
- Is it worth doing?
2 Purpose of the R-W-W Framework
- Ensures a thorough evaluation of new product ideas.
- Aims to filter out ideas that may not be feasible or profitable for the company.
is it real (R)
- Existence of a genuine market need and customer desire.
- Clarity of the product concept and its ability to satisfy market demands.
W: Can we win (2)
Presence of a sustainable competitive advantage.
Company’s resources and capacity to ensure product success.
W: Is it worth doing? (2)
Alignment of the product with the company’s growth strategy.
Potential profitability of the product.
Product concept
The idea that consumers will favour products that offer the most quality, performance, and features
-> organization should devote its energy to making continuous product improvements
distinguish between a product idea, a product concept, and a product image.
- A product idea is an idea for a possible product that the company can see itself offering to the market.
- A 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 Process
develop a new product into alternative product concepts, find out how attractive each concept is to customers, and choose the best one
concept testing
testing new product concepts with groups of target consumers.
marketing strategy development
designing an initial marketing strategy for a new product based on the product concept