Kotler: 19th chapter New Product offerings

7/18/2019 Kotler: 19th chapter New Product offerings

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19Introducing New

Market Oferings



Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Athori!ed adaptation "ro#

the $nited %tates edition o" Marketing Management, 14e.

1&'2

Chapter Questions

hat hallenges does a o#pany "ae in

developing ne* prodts and servies+

hat organi!ational strtres and proesses

do #anagers se to oversee ne*'prodtdevelop#ent+

hat are the #ain stages in developing ne*

prodts and servies+





1&'3

Chapter Questions

hat is the ,est *ay to #anage the ne*'prodt develop#ent proess+

hat "ators a""et the rate o" di""sion and

ons#er adoption o" ne*ly lanhedprodts and servies+





1&'-

Categories of New Products

e* to the orld

Additions

I#prove#ents

/epositionings

Cost redtions





1&'

The Innovation of Chotukool





1&'

Factors That Limit

New Product Development

%hortage o" ideas

rag#ented #arets

%oial and govern#ental onstraints

Cost o" develop#ent

Capital shortages

aster re4ired develop#ent ti#e

%horter prodt li"e yles





1&'5

Table !" Finding #ne $uccessful

Product





1&'6

%hat is a &enture Team'

A venture team is a ross'"ntional grop

harged *ith developing a spei"i prodt or

,siness.





1&'&

Criteria for $taffing &enture Teams

Desired tea# leadership style

Desired level o" leader e7pertise

8ea# #e#,er sills and e7pertise

Level o" interest in onept

Potential "or personal re*ard

Diversity o" tea# #e#,ers





1&'10

Figure !" New(Product

Development Decision Process





1&'11

%a)s to Find *reat New Ideas

/n in"or#al sessions *ith sto#ers

Allo* ti#e o"" "or tehnial people to ptter on

pet pro9ets

:ae sto#er ,rainstor#ing a part o" planttors

%rvey yor sto#ers

$ndertae ;"ly on the *all< researh tosto#ers





1&'12

+ore %a)s to Find *reat Ideas

$se iterative ronds *ith sto#ers

%et p a ey*ord searh to san trade

p,liations

8reat trade sho*s as intelligene #issions =ave e#ployees visit spplier la,s

%et p an idea valt





1&'13

Drawing Ideas from Customers

>,serve sto#ers sing prodt

As sto#ers a,ot pro,le#s *ith prodts

As sto#ers a,ot their drea# prodts

$se a sto#er advisory ,oard or a ,rand

o##nity o" enthsiasts to disss prodt





1&'1-

Demand(First Innovation and

*rowth ,DI*- Framework

De#and Landsape

>pportnity %pae

%trategi ?leprint





1&'1

Idea *eneration.

Creativit) Techni/ues

Attri,te listing

ored relationships

:orphologial analysis

/everse ass#ption analysis

e* onte7ts

:ind #apping





1&'1

Lateral +apping

@as stations "ood

Ca"eteria Internet

Cereal snaing

Candy toy

Adio porta,le





1&'15

Table !"0 Product Idea

1ating Device





1&'16

Figure !"0 Forces Fighting

New Ideas

$ource. ith per#ission o" Berold Panas ong E

Partners In.





1&'1&

Figure !"2 Product and

3rand Positioning





1&'20

Concept Testing

Co##nia,ility and ,elieva,ility

eed level

@ap level

Pereived vale

Prhase intention

$ser targets prhase oasions

prhasing "re4eny





1&'21

Figure !"4 Con5oint 6nal)sis





1&'22

Figure !"7 8tilit) Functions

3ased on Con5oint 6nal)sis





1&'23

Figure !"9 Product Life(C)cle

$ales for Three T)pes of Products





1&'2-

Table !"2 Pro5ected Five(:ear

Cash Flow $tatement ,in 1upees

+illion-





1&'2

Protot)pe Testing

Alpha testing

?eta testing

/an'order #ethod

Paired'o#parison #ethod

:onadi'rating #ethod

:aret testing





1&'2

Consumer *oods +arket Testing

%ales'ave /esearh

%i#lated 8est :areting

Controlled 8est :areting

8est :arets





1&'25

Test +arket Decisions

=o* #any test ities+

hih ities+

Length o" test+

hat in"or#ation to ollet+

hat ation to tae+





1&'26

Timing of +arket ;ntr)

irst entry

Parallel entry

Late entry





1&'2&

%hat is 6doption'

6doption is an individalFs deision to

,eo#e a reglar ser o" a prodt.





1&'30

$tages in the 6doption Process

A*areness

Interest

Gvalation

8rial

Adoption





1&'31

Figure !"< 6dopter

Categori=ation on the 3asis of

1elative time of 6doption

$ource. 8ngsten httpHen.*iipedia.ord*iiGverettJ/ogers. ?ased on /ogers G. (1&2) Diffusion

of Innovations. ree Press London $%A.





1&'32

Characteristics of an Innovation

/elative advantage

Co#pati,ility

Co#ple7ity

Divisi,ility

Co##nia,ility





1&'33

For 1eview

hat hallenges does a o#pany "ae in

developing ne* prodts and servies+

hat organi!ational strtres and proesses

do #anagers se to oversee ne*'prodtdevelop#ent+

hat are the #ain stages in developing ne*

prodts and servies+



Copyright © 2013 Dorling Kindersley (India) Pvt Ltd Athori!ed adaptation "ro# 1&'3-

For 1eview

hat is the ,est *ay to #anage the ne*'

prodt develop#ent proess+

hat "ators a""et the rate o" di""sion and

ons#er adoption o" ne*ly lanhedprodts and servies+

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Kotler: 19th chapter New Product offerings