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BA 590BA 590
New Product Development and
Sales
PlaceProduct PricePromotion
Brand
Type of Brand:Individual or family
Manufacturer or dealer
ProductIdea
Physicalgood/service
FeaturesQuality levelAccessoriesInstallationInstructionsProduct line
Warranty
None, full, orlimited
Package
Protection,Promotion,
or both
Target Market
8-3
Exhibit 8-1
Defining “Product”
Exhibit 13-7Time13-14
The Adoption CurveP
erce
nt
Ad
op
tio
n
Innovators(3-5%)
EarlyAdopters(10-15%)
EarlyMajority
(34%)
LateMajority
(34%)
Laggards/Nonadopters
(5-16%)
05
20
50
90
The Adoption CurveThe Adoption Curve
• Innovators: • First to Adopt, Eager to Try• Young, Well-Educated, Mobile• Seek Info from non-salesperson Sources
• Early Adopters• Opinion Leaders• Greater Contact with Salespeople• Word-of-Mouth
The Adoption CurveThe Adoption Curve
• Early Majority: • Avoid Risk, Try Only if Others Have
Usually are Not Opinion Leaders
• Late Majority:• Cautious About New Ideas, Older
and More Set in Their Ways• More Subject to Peer Pressure
The Adoption CurveThe Adoption Curve
• Laggards:• Suspicious of New Ideas• Do Things the Way that They Have
Always Been Done
The Product Life Cycle
9-3
Exhibit 9-1
Total IndustryProfit
+
–
$ 0
MarketIntroduction
MarketGrowth
MarketMaturity
SalesDecline
Time
Total IndustrySales
Defining ProductDefining Product
• High Physical Good Emphasis• Nails, Soup
• Medium Physical Good Emphasis/Medium Service Emphasis:• Restaurant Meal, Automobile Tune-up
• High Service Emphasis:• Financial Services, Hair Cut, Postal
Service
ConsumerProductClasses
Convenience
Specialty
Unsought
Shopping
8-4
Consumer Product Classes
Product LinesProduct Lines
• Product Assortment: All Products and Product Lines in a Firm
• Product Lines: Individual Products that are Closely Related
• Individual Products: Particular Products in a Product Line
Oakley Product AssortmentOakley Product Assortment
Oakley Product LineOakley Product Line
Individual ProductIndividual Product
3-Minute Drill3-Minute Drill
• Identify a New “Individual Product” or “Individual Service” that is Part of an Existing Product Line. Explain Why it Would be Successful• Example: Kodak has a Product Line of
Disposable Cameras. A Possible New “Individual Product” Would be a Disposable
Digital Camera. 1-5
The Product Life Cycle
9-3
Exhibit 9-1
Total IndustryProfit
+
–
$ 0
MarketIntroduction
MarketGrowth
MarketMaturity
SalesDecline
Time
Total IndustrySales
Introducing NewProducts
Managing MatureProducts
Future Adaptation
New Markets
Dying Products
Budget / Rate of Growth
Persuasion / Less Profit
New or Improve?
New Strategies
Phase Out
Focus:
Focus:
Focus:
Focus:
Focus:
Planning for Life Cycle Stages
9-4
IdeaGeneration
Ideas from:Customers and usersMarketing
researchCompetitorsOther
marketsCompany
peopleMiddlemen
Screening
Strengthsand
WeaknessesFit with
objectivesMarket
trendsRough ROI
estimate
IdeaEvaluation
Concepttesting
Customerreactions
Roughestimatesof cost, sales,
profits
Development
R & DDevelop
model orserviceprototype
Testmarketingmix
Revise plansas needed
ROI estimate
Commercial-ization
Finalizeproduct andmarketingplan
Startproduction
and marketing
“Roll out” in selectmarkets
Final ROIestimate
9-5
Exhibit 9-4
New-Product Development Process
Long-RunConsumer
Welfare
Immediate Satisfaction
DesirableProducts
PleasingProducts
SalutaryProducts
DeficientProducts
High Low
High
Low
Types of New Product Opportunities
9-6
Exhibit 9-5
KeyIssues
Top LevelSupport
Market-GuidedR & D
Authority
9-7
New-Product Development Management
Total Quality Management
Cost of Defects
Empowerment
ContinuousImprovement
CustomerFocus
ManagementLeadership andreturn on quality
Quality tools,benchmarking,
and the like
TQMTQM
9-8
NPD At Briggs and StrattonNPD At Briggs and Stratton
• Are There Any Advantages to Holding Off International Distribution of the Quattro Engine?
• What Does Maturity in the Mower Market mean for B & S?
• Should B & S Develop Their own Line of Lawn Mowers?
Promotion Promotion
• Sales Promotion
• Personal Selling
1-5
Exhibit 13-113-3
Basic Promotion Methods
TargetMarketTargetMarket
PricePricePromotionPromotionPlacePlaceProductProduct
SalesPromotion
SalesPromotion
PersonalSelling
PersonalSelling
PublicityPublicityAdvertisingAdvertising
MassSellingMass
Selling
Exhibit 13-2
Aimed at middlemen
Price dealsPromotion allowancesSales contestsCalendarsGiftsTrade ShowsMeetingsCatalogsMerchandising aids
Aimed at finalconsumers or users
ContestsCouponsAisle displaysSamplesTrade showsPoint-of-purchase materialsBanners and streamersTrading stampsSponsored events
Aimed at company’sown sales force
ContestsBonusesMeetingsPortfoliosDisplaysSales aidsTraining materials
13-4
Sales Promotion Activities
0
Price
Quantity
D
0
Price
Quantity 0
Price
Quantity
D2
D1 DD
D
B. to the rightA. To be more elastic C. Both to the right and more elastic
13-8
Promotion and the Demand Curve
Exhibit 13-4
Feedback
ReceiverDecodingMessagechannelEncodingSource
Noise
13-10
The Traditional Communication Model
Encoder
Decoder
Commonframe ofreference
The same message may be
interpreted differently by the encoder and the
decoder
13-11
Message Interpretation
Push-Pull Strategies
Exhibit 13-6
WholesalerPromotion
Push
WholesalerPromotion
Push
RetailerPromotion
Push
FinalConsumer
Pull
BusinessCustomer
Pull
Pro
mo
tio
n t
oB
us
ine
ss
Cu
sto
me
rsP
rom
otio
n to
Fin
al C
usto
mers
Promotion toChannel Members
Producer’s Promotion BlendPersonal Selling, Sales Promotion, Advertising, Publicity
13-13
Setting the Promotion Budget
Task Method!Task Method!
Uncommitted Resources?Uncommitted Resources?
Per Unit?Per Unit?
Match Competitors?Match Competitors?
Percentage of Sales?Percentage of Sales?
????????????????????????????????????????
13-15
Exhibit 14-1
SalesPromotion
Mass Selling
PersonalSelling
Target Market
PricePricePromotionPromotionPlacePlaceProductProduct
Personal selling
techniques
Compensation and motivation
approach
Selection and training
procedure
Number and kind of
salespersons needed
14-3
Strategy Planning for Personal Selling
SupportingSupporting
Order-TakingOrder-Taking
Order-GettingOrder-Getting????????????????????????????????????????????????????????????
14-4
Basic Sales Tasks
Basic Sales TasksBasic Sales Tasks
• Order Getting• Establishing Relationships with New
Customers and New Businesses
• Order Taking• Sell to Regular or Established Customers,
Complete Most Transactions, Maintain Relationships
• Supporting• Missionary and Technical Specialists
SupportingSupporting
Order-TakingOrder-Taking
Order-GettingOrder-Getting????????????????????????????????????????????????????????????
14-4
Basic Sales Tasks
Types of Sales PresentationsTypes of Sales Presentations
• Prepared Sales Presentation• Memorized Presentation for All• Useful for Quick Training, Lower Skill
Levels
• Consultative Selling Approach• Understanding the Customer’s Needs
Before Attempting to Close• Acts as a Consultant to Identify and
Solve the Customer’s Problems
Types of Sales PresentationsTypes of Sales Presentations
• Buying Formula Approach• Starts With Prepared Presentation
Approach• Leads Customer Through Logical Steps• Final Close
Exhibit 14-3
Evaluate needs of established customers
Prospect for new customer
Set effort priorities
Select target customer
Preplan sales call and presentation(s)
Make sales presentation
Close sale
Follow up to establish
Follow up to maintain
Fee
db
ack
14-8
Steps in the Personal Selling Process
QuestionsQuestions
• What Strategy Decisions are Needed in the Personal Selling Area? Why Should the Marketing Manager Be Involved?
Major Accounts
Telemarketing
Sales Territory
Sales Force Size
Large Customers
Quick, Inexpensive
Geographic Area
Work Load
Focus:
Focus:
Focus:
Focus :
14-5
Salesforce Structure
KeyComponents
JobDescription
Level of Compensation
Method ofPayment
Training
14-7
Selecting, Training, and Motivating
Compensating and MotivatingCompensating and Motivating
• Two Basic Decisions• Level of Compensation• Method of Compensation
• Method Of Compensation• Straight Salary• Straight Commission• Combination Plan
14-9
Consultative Selling Approach
Selling FormulaApproach
PreparedApproach
ThreePresentationApproaches
Types of Presentation Approaches
Types of Sales PresentationsTypes of Sales Presentations
• Prepared Sales Presentation• Memorized Presentation for All• Useful for Quick Training, Lower Skill
Levels
• Consultative Selling Approach• Understanding the Customer’s Needs
Before Attempting to Close• Acts as a Consultant to Identify and
Solve the Customer’s Problems
Types of Sales PresentationsTypes of Sales Presentations
• Buying Formula Approach• Starts With Prepared Presentation
Approach• Leads Customer Through Logical Steps• Final Close
Branding
Rejection
Nonrecognition
Recognition
Preference
Insistence
Change Position
Increase Awareness
Continue Education
Maintain Availability
Develop High Brand Equity
Focus:
Focus:
Focus:
Focus :
Focus :
8-6
What Kind of Brand to Use?
Generic
FamilyBrand
IndividualBrand
BrandingChoices
Manufacturer Dealer
??
?
?
? ?
?
8-7
Convenient packages are easier to use, making purchase decisions easier for the customer as well.
8-8
The Strategic Importance of Packaging
A warranty says the company stands behind the product. Consumers often feel more comfortable with products they know come with assurances.
Warranty
8-9
Using Warranties to Improve the Marketing Mix