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New Product Development Professional Studies > NPD Process > Flashcards

NPD Process Flashcards

1
Q

Business fit or ______ is postively related to NP success

A

Synergy

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2
Q

Controllable factors that can affect in the short term are

A
  • proficiency in
    • pre-development activities
    • market related activities
    • techological activities
  • Product Advantage
  • Protocol
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3
Q

What situations / environment (fixed) describe the setting for the project?

A
  • Market potential
  • Market competitiveness
  • Market synergy
  • Technological synergy
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4
Q

What factor fits into partially controllable / partially uncontrollable by the project leader & team?

A

Top Management involvement

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5
Q

Definition of NPD Process

A

Disciplined and defined set of tasks and sets that describe the normal means a company repetitively converts embryonic ideas into salable products & services.

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6
Q

What factors have influenced an organization’s approach to the NP process?

A
  • organizational culture
  • pace of market change
  • capital intensity
  • technological hurdles
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7
Q

A concept statement includes 2 of the 3 following that come together to make a potential product.

A
  • form
  • benefit
  • technology
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8
Q

Concept Statement Template is comprised of

A
  • Unmet need
  • how it works
  • features
  • customer/company benefits
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9
Q

What is a negative success factor?

A

Market competitiveness

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10
Q

The PIMs study revealed that ____________ was a major determinant of profitability

A

Product quality

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11
Q

Project New Product revealed this set of success factors

A
  • having a unique, superior product in the eyes of the customer
  • one with a real differential in the marketplace
  • having strong market knowledge and inputs
  • having technological and production synergy and proficiency
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12
Q

SAPPHO projects found the following significant to project outcomes

A
  • understanding of users’ needs
  • attention to marketing and publicity
  • efficiency of development
  • effective use of outside technology
  • seniority & authority of responsible managers
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13
Q

The Conference Board study over 16 years identified what weaknesses in firms’ new product failures

A
  • inadequate market analysis
  • product defects
  • lack of effective marketing efforts
  • high costs
  • bad timing
  • competitive strength
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14
Q

GE Labs - Roberts & Burke showed a close link to ________ needs as key to success

A

Market

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15
Q

____ % of the best companies surveyed in 2004 had a well defined / structured NPD process

A

80%

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16
Q

____% increase in success from co’s using a structured NPD process

A

400%

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17
Q

Using an NPD process can result in ____ % decrease in time to market

A

200%

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18
Q

Using an NPD process can result in an ____% increase in being first to market

A

25%

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19
Q

Benefits of Concept Testing

A
  • eliminates poor concepts
  • confirms buyer wants/needs from product and are willing to pay for value it brings
  • assists in measuring buyer intent
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20
Q

What is included in the Protocol Statement?

A
  • Agreement of needs to do the work
  • Focus on benefits of product
  • Drives / informs technology development
  • Communicates measurable requirements
  • Defines length of process or cycle times
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21
Q

Define A-T-A-R sales forecasting model

A

A - Awareness (hears about the product)

T - Trial (buys / uses the product)

A - Availability (effort to find the product)

R - Repeat (buys the product again)

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22
Q

Success factors in Globe’s study of radical innovations

A
  • recognition of technical opportunity
  • market need recognition
  • proficient R&D management
  • well executed venture decisions
  • ample development resources
  • technical enterpreuner
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23
Q

Myers & Marquis

showed that most NP processes were ______ driven and only ____% were technology driven

A

Market driven

21%

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24
Q

Besides the ATAR sales forecasting model, name 2 others

A

Diffusional Model

Life cycle forecasting

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25
Q

Value of Scoring Models

A
  • provides agreement of success factors prior to evaluation

- helps eliminate poor concepts / ideas

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26
Q

Scoring Models

Examples of non-financial criteria

A

Fit to Strategy

Product Advantage

Fit to core competencies

Customer value / benefit

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27
Q

Scoring Models

Examples of Financial Criteria

A

ROI
Risk vs. Reward
Break even point
EBITDA

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28
Q

What does the NPD process look like?

A

A define and disciplined series of tasks / work

+ stages

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29
Q

What are the decision points in the NPD process called?

A

Gates

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30
Q

What are the typical product decisions at each stage / gate?

A

Kill
Go
Park

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31
Q

What are the 5 NPD Process Stages?

A

Stage

  1. Opportunity Identification
  2. Concept Generation
  3. Concept Evaluation
  4. Development
  5. Launch
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32
Q

What is a fuzzy front end?

A

Stages 1, 2 and 3

Opportunity identification
Concept Generation
Concept Evaluation

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33
Q

Booz Allen estimated ____% of products launched fail commercially

A

35%

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34
Q

Booz Allen stated that approximately ____% of the resources devoted to product development and commercialization go to unsuccessful projects

A

46%

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35
Q

What does Crawford call the all party, pre-developments agreement on the product strategy, target market definition and product benefits?

A

Protocol

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36
Q

What are the NPD Basic Process Gates?

A
  • Direction (markets / segments)
  • Idea Review
  • Full screen of idea
  • Solution review
  • Decision to launch
  • Market testing plan
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37
Q

What is a Concept Statement?

A

A statement of a product idea or concept for customers to react to.

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38
Q

What is Full Scale market testing?

A

Test marketing (georgraphy or demographic)

Rollout by application, influence, geography

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39
Q

Market Testing Method - Controlled Sale (please buy)

A
  • informal setting
  • direct marketing
  • mini marketing
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40
Q

Market Testing Method - what is a Pseudo Sale (would you buy)

A
  • speculative

- simulated tests

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41
Q

What are the contents of the business case?

A
  • cover
  • exec summary
  • framing
  • business need & strategy
  • market assessment
  • product description
  • project proposal
  • assumptions, forecasts, financials
  • ops and investment
  • risk and contingencies
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42
Q

Name the 3 methods of Market Testing

A

Pseudo sale
Controlled Sale
Full Sale

43
Q

Definition of Market Testing

A

Where the new product and its marketing plan are tested together

customers evaluate the marketing plan for a new product in a market setting

44
Q

What is the role of the Protocol?

A
  • gain agreement on target market
  • agreement on product strategy

ahead of product development

45
Q

What do “Strategic Arenas” include?

A

Markets
Products
Technologies

46
Q

Project Innovation Charter (PIC) includes…

A 
- background
\- focus / arenas
   - 1 clear technology
   - 1 clear market dimension
- goals and objectives
- guidelines
47
Q

What are the 6 items that comprise product superiority?

A
  • unique benefits to the customer
  • product quality
  • reduced customer cost
  • product innovativeness
  • product superiority in customers’ eyes
  • solution to a customer’s problem
48
Q

What are the most critical steps in Protocal and pre-development activities?

A
  • initial screening
  • preliminary technical and market assessments
  • marketing research
  • business / financial analysis
49
Q

What is included in the Market Opportunity Analysis?

A
  • size of market
  • market segment growth rates
  • expected profit margins
  • # of competitors
  • strength of suppliers
  • threats of change
  • alternatives
  • unique attributes
50
Q

Crawford - Anova study - What was the #1 strongest of all constructs?

A

Product Advantage

51
Q

Crawford - Anova

What was the 2nd significant hypothesis in this study?

A 
Market Potential
(payback period + opportunity windows)
52
Q

True or False

There appears to be little, if any, relationship between market competitiveness and new product success.

A

True

53
Q

Crawford - Anova Study

The strongest success factors based on # of correlations and strength of correlations

A

Product advantage
proficiency of pre development activities
Protocol

54
Q

What is the #1 factor in influencing commercial product success?

A

Product Superiority

55
Q

Tools for success gate decision making include

A
  • good leadership
  • scoring models
  • checklists
  • data
  • definition of terms
  • strategy and goals of the company
56
Q

What are 5 decision making issues?

A
  1. cost of decision making
  2. time
  3. immature decision making
  4. professional decision making
  5. decision making paralysis
57
Q

Senior Mgmt roles for NPD process

A
  • strategy / direction setter
  • allocate resources
  • culture of support
  • hold org responsible for results
  • appoint gate members
58
Q

Roles and Responsibilities for Process Mgr in NPD

A
  • ensures timely flow of ideas & projects
  • mid-level mgr
  • ensures compliance with NPD process
  • provides process materials and training for team members
59
Q

Roles and Responsibilities for Product / Project Sponsor in NPD

A
  • Sr mgr
  • authorizes and funds project
  • defines project goals
60
Q

What is the role of the Gate Team?

A

decision makers for NPD process

61
Q

What is the Process Champion’s role?

A

daily promotion of NPD process throughout organization

62
Q

Roles and Responsibilities for Product Mgr in NPD

A
  • ensures product meets needs of customers
  • monitors, modifies
    • product mix
    • communication strategy
    • distribution channels
    • price
63
Q

What is the role of the Leadership Team within the NPD process?

A

Responsible for innovation

64
Q

What are the 5 up front steps of Protocol?

A
  1. target market
  2. customer needs, wants and preferences
  3. product concept
    what benefits
    how positioned
  4. product attributes / features
    5.
65
Q

What are the most critical steps in NPD process?

A

Project definition

and

Early pre-development activities

66
Q

Why is understanding new product success factors important?

A
  1. provides guidelines for screening NPD projects

2. leads insights into how new product projects should be managed

67
Q

Booz Allen estimate product introductions _____ from 1981 - 1986

A

Doubled

68
Q

Crawford - Anova

Marketing synergy was positively and strongly tied to meeting…

A

Sales and profits objectives

(relative sales & profitability level)

Negative to packback period

69
Q

Crawford - Anova Study

What were the results?

A
  • Product advantage
  • Market Potential
  • Market Synergy
  • Technological Synergy
  • Protocol
  • Proficiency of pre-development
  • Proficiency of market related activities
  • Proficiency of technological activities
70
Q

True of False

Gates follow stages

A

True

71
Q

Technical Synergy includes

A

R&D
Engineering
Production Resources and Skills

72
Q

Booz Allen says that by the end of 1986, new products introduced in the previous 5 years accounted for ____% of sales

A

40%

73
Q

Crawford - Anova results

Which hypothesis gained limited support from the analysis?

A

Top Management Support

74
Q

What are the 3 “Streams” (areas of work)

A
  1. Marketing
  2. Technical Development
  3. Evaluation
75
Q

What stage is commercialization?

A

Stage 5 - Launch

76
Q

Purpose of Stage 1 - Opportunity Identification

A

creatively recognizing new product opportunities

77
Q

Sources of Stage 1 - Opportunity Identification

A
  • Ongoing market planning
  • Ongoing corporate planning
  • Special opportunity analysis
78
Q

Stage 1 - Opportunity Identification - Tasks

A
  • fit to strategy
  • market attractiveness
  • segmentation selection
  • technical feasibility
  • identify killer variables
79
Q

Stage 1 - Opportunity Identification - Tools

A
  • SWOT analysis
  • Market opportunity analysis
  • Economic overview / trends
  • Environmental scanning
80
Q

Stage 1 - Opportunity Identification - Research Methods

A
  • Review of industrial / market data (secondary research)

- VOC / Customer Visits (primary research)

81
Q

Stage 1 - Opportunity Identification - Deliverables

A
  • Selected Markets (opportunity)
  • Support of NPD Strategy
  • PIC
82
Q

Stage 2 - Concept Generation - Tasks

A
  • Ideation activities and system\
  • competitive analysis
  • prelim tech assessment
  • prelim market assess
  • customer value and assessment
83
Q

Stage 2 - Concept Generation - Tools & Methods

A
  • Ideation / brainstorming
  • Forecast models (ATAR, Diffusion, LifeCycle)
  • ROI, IRR, other financial
  • Data
  • Buisness Case Template
84
Q

Stage 2 - Concept Generation - Research Methods

A
  • VOC and customer visits
  • Ethnographic research
  • Surveys
  • Secondary market / customer research
85
Q

Stage 2 - Concept Generation - Deliverables

A
  • Prelim Business Case 1-2 pages

- Concept Statement

86
Q

Stage 3 - Concept Evaluation - Purpose

A

Evaluting, screening and sorting concepts

‘pre-technical evaluation’

87
Q

Stage 3 - Concept Evaluation - Tasks

A
  • attributes & req’s development
  • financial, sales, investment
  • concept testing
  • full screen
  • Product Protocol
  • Project plan
88
Q

Stage 3 - Concept Evaluation - Evaluation Tools

A
  • Concept Statement template
  • sales forecasting models
  • concept testing methodology
  • product protocol template
  • business case template
89
Q

Stage 3 - Concept Evaluation - Research Methods

A

Concept Testing

Focus Groups

90
Q

Stage 3 - Concept Evaluation - Deliverables

A

Detailed Business Plan
Protocol Statement
Project Plan

91
Q

Stage 4 - Development - Purpose

A

Synthesis of prior stages

Development of
the product
marketing plan
comprehensive business plan

92
Q

Stage 4 - Development - Tasks

A
  • develop prototype
  • product use testing
  • design for production
  • operations planning
  • launch, service, distribution plans
  • resolve regulatory / legal requirements
93
Q

Stage 4 - Development - Research Methods

A

Product Use Testing (focus groups)

Alpha / Beta Tests

94
Q

Stage 4 - Development - Launch Plan

A

Includes:

Distribution Plan
Marketing Plan
Sales Training Plan
Sales Plan

95
Q

Stage 4 - Development - Tools

A
  • Spec / scope / req’s
  • rapid prototyping
  • development checklist
  • Engineering tools (CAD, DEX, etc)
  • Testing guidelines
  • pre launch checklist
96
Q

Stage 4 - Development - Launch Planning Components

A 
Value Prop
Goals and measures
project plan / resources
pricing strategy
competitive assessment
channel strategies
operations ramp up 
outstanding issues / risks
97
Q

Stage 4 - Development - Deliverables

A

Proven prototype

Updated business case

98
Q

Stage 5 - Launch - Tasks

A
  • Market testing
  • implementation launch plan
  • launch mgmt
  • implement ops plan
  • apply distribution channels
  • transfer to mainstream business
  • operationalize production and distribution
99
Q

Stage 5 - Launch - Research Methods

A

Marketing Testing

100
Q

Stage 5 - Launch - Deliverables

A
  • New product introduction
  • post launch evaluation
  • monitoring process
101
Q

Stage 4 - Development - Charateristics

A
  • systems are prototyped, developed and tested
  • may have multiple stages
  • design requirments
  • engages IP, Regulatory & Approval req’s
  • Gets ready for launch
102
Q

What is the acronym for the Theory of Inventive Problem Solving, which is a Russian, systematic method of solving problems and creating multiple-alternative solutions?

A

TRIZ

103
Q

NPD process for the service sector is typically?

A

Less complex than for manufacturing

104
Q

What is the evaluation of potential new product concepts during the discovery phase of a product development project?

A

Concept screening

New Product Development Professional Studies (7 decks)

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