View
220
Download
0
Category
Tags:
Preview:
Citation preview
PRODUCT
DESIGN A
ND
DEVELOPM
ENT
CH
AP
TE
R 1
0
What is a new product?
Bioré
Continuous Innovation
Cannon’s Power Shot S45
Requires a television or personal computer and special software to view pictures
Dynamically Continuous Innovation
Ford’s 1912 Model T Touring Car
Discontinuous Innovation
High Low
Discontinuous
• Automobile
• Television
Dynamically Continuous
• Minivan
• Remote-Controlled TV
Continuous
• Anti-lock brakes
• HD TV
Behavior Change Required
• Idea Generation
New product development process
• Concept Testing• Business Analysis• Marketing Strategy• Development
New product development process
• Idea Generation• Screening
• Phased development: Sequential• Parallel development: Simultaneous
Speeding up new-product development
Black and Decker’s Quantum Tools
• Idea Generation• Screening• Concept Testing• Business Analysis• Marketing Strategy• Development• Test marketing
New product development process
• Projections of success• Buyer behavior• Scenario testing
Advantages of test marketing
• Expensive• Opportunity cost• Results can be misleading• Strategic concerns
Disadvantages of test marketing
• Simulation• Test country product launch
Alternatives to test marketing
• Idea Generation• Screening• Concept Testing• Business Analysis• Marketing Strategy• Development• Test marketing• Commercialization
New product development process
Recommended