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6 New Product Development and Product Life Cycle Strategy
New Product Development and Product Life Cycle Strategy
30
Marketing
Undergraduate 1
10/05/2020

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Term
Two ways to obtain new product
Definition
- Acquisition. Buying of a whole company, a patent
- New product development. Original products, product improvements, product modifications and new brands
Term
Major new product process
1. Idea generation.
Definition
Systematic search for new product ideas
Term
Sources
Definition
Internal - company own formal research and development management and staff
External- outside the company such us customers, competitors, distributors, suppliers, and outside design firms.
Crowdsourcing - inviting broad communities of people - customers, employees, independent scientist, and researchers, and even public at large, into new product
Term
Idea Screening
Definition
- screening new product ideas to spot good ideas and drop poor ones as soon as possible
R-W-W screen framework
Real
Win
Worth
Term
Concept development and testing Product idea
Definition
an idea for possible product that the company can see itself offering to the market
Term
Product concept
Definition
detailed version of the idea stated in meaningful consumer terms
Term
Product image
Definition
- is the way consumers perceive an actual or potential product
Term
Concept testing
Definition
to testing new product concepts with group of target market
Term
Market strategy development
Definition
designing an initial marketing strategy for a new product based on the product concept
Term
Business analysis
Definition
involves a review of the sales, costs, and profit projections to find out whether they satisfy the company’s objective
Term
Product development
Definition
involves the creation and testing of one or more physical department Requires an increase in investment Shows whether the product idea can be turned into. Workable product
Term
Test marketing
Definition
stage of a new product development in which the product and its proposed marketing program ae tested in realistic market settings
Term
Types of test markets
Definition
- standard test Markets
- Controlled test markets
- Stimulated test markets
Term
Advantages of stimulated test markets
Definition
- less expensive than other test methods
- Faster
- Restrict access by competitors
Term
Disadvantages
Definition
- not considered as reliable and accurate due to the controlled setting
Term
Commercialization
Definition
introducing a new product into the market
- when and where to launch
- Planned market rollout
Term
Customer-centered new product development
Definition
focuses on finding new ways to solve customer problems and create more customers satisfying experience
Term
Sequential New product development
Definition
company departments work closely together individually to complete each stage of the process before passing it along to the next department or stage
- increase control in risky or complex project.
Term
Team based NPD
Definition
approach to developing new products in which various company departments work closely together. Overlapping the steps in the product development process to save time and increase effectiveness.
Term
Product development
Definition
Sales are zero investment costs mount
Term
Introduction.
Definition
Slow sales growth and profit are nonexistent
Term
Growth
Definition
Rapid market acceptance and increasing profits.
Term
Maturity.
Definition
Slowdown in sales growth and profits level off or decline
Term
Decline
Definition
Sales fall and profit drop
Term
fads
Definition
Temporary Periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity
Term
Introduction stage
Definition
PLC stage which new product is first distributed and made available for purchase
- slow growth
- Little or no profit
- High distribution and promotion
Term
Growth stage-
Definition
PLC stage which a product sales start climbing quickly
- sales increase
- New competitors enter the market
- Price stability or decline to increase volume
- Consumer education
- Profits increase
- Promotion and manufacturing cost gain economies of scale
Term
Maturity stage
Definition
PLC stage which product sales growth slows or levels off
- slow down sales
- Many suppliers
- Substitute product
- Over capacity leads to competition
- Increased promotion and R&D to support sales and profits
Term
* modifying strategies*
Definition
- Market modifying
- Product modifying
- Marketing mix Modifying
Term
Decline stage
Definition
PLC stage which a product sales decline
- maintain the product
- Harvest the product
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