SUSTAINING GROWTH AND VALUE

What is the best way to mangenew development processes ?

Concept Development

and Testing

Projectideas

“Naah !.Have seen many like these”

ProjectConcepts

“LooksFresh”Customers

Prototypes:Rapid prototyping

Virtual reality

Communicabi l i ty and bel ievabi l i tyNeed levelGap levelPerceived va luePurchase Intent ionUser targets , purchase occas ions andpurchasing f requency

The importance of each attribute level can be calculated from the data.The farther attribute levels are from each other within the same category,the more important the difference to the respondents.

BrandName

Packaging

Retailprice

MoneyBack ?

Brandscore

Productlife

Warranty?

Marketing Strategy

Development

Target market’s size, structure and behavior ;The planned product positioning and the sales, market share, and profit goals sought in the first few years

The planned price, distribution strategy, andMarketing budget for the first year

Long-run sales and profit goals andMarketing mix stratgegy over time

Business Analysis

One-time purchased product

Infrequently purchased productFrequently purchased product

Product Development

AlphaTesting

BetaTesting

Market testing

Sales- Wave ResearchSimulated Test MarketingControlled Test MarketingTest Markets

Commercialization

First Entry

Parallel Entry

Late Entry

Market potential

Company’s local reputationThe cost of filling the pipelineThe cost of communication mediaThe influence of the area on other areas and

Competitive penetration

Should be Early adoptersHeavy users and Opinion leaders it can reach at low cost

Allocate sufficient time and resourcesCritical path scheduling

Image Credits:(Flickr users)

Mingfongle cabri