PRODUCT DESIGN AND DEVELOPMENT CHAPTER 10. What is a new product?

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Presentation transcript:

PRODUCT DESIGN AND DEVELOPMENT CHAPTER 10

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

HighLow 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

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