Spring ’2014 New Product Development Development Phase Sarfaraz Sarwar Khan DIT, BSIT, MBA Certified Professional Marketer (Asia) Marketing Association of Pakistan Cell: 0300-2111257 | Email: sarfarazpk@cyber.net.pk

The development stage can last a long time and is very expensive The development stage can last a long time and is very expensive. For example: 10 years for Crest toothpaste 18 years for Minute Rice 15 years for Xerox copy machine 51 years for television Gillette introduced three shaving systems over a 27-year period before introducing the Mach3 in 1998 and Fusion in 2006.

Development Phase Creation of prototype Sketch marketing strategy Packaging, branding, labeling Promotion, price, and distribution strategy Manufacturing feasibility

Simultaneous Product Development A new team-oriented approach to new-product development where all relevant functional areas and outside suppliers participate in the development process. The development process works best when all the involved areas (marketing, R&D, engineering, production, and suppliers) work together rather than sequentially. This product is known as simultaneous product development. This approach allows firms to shorten the development process and reduce costs. The Internet is a useful tool for implementing SPD, particularly for global efforts. Global R&D is important because large companies have become global and focus on multiple markets. Also, companies want to tap into the world’s best talent.

Prototyping Book Definition: An approximation of the product along one or more dimensions of interest. Wikipedia Definition: an original type, form, or instance of something serving as a typical example, basis, epitome, or standard. The word prototype comes from the Latin words proto, meaning original, and typus, meaning form or model. Prototypes can be classified into 4 dimensions: a) Physical b) Analytical c) Focused d) Comprehensive

a) Physical Aspects being studied are built into the prototype. Actual working blower unit. What are other examples?

Represent the product in non-tangible ways. b) Analytical Represent the product in non-tangible ways. Product is computer generated. What are other examples?

One (or a few) of the attributes are implemented. c) Focused One (or a few) of the attributes are implemented. Not fully functional. Focused on just seat. What are other examples?

Most (if not all) aspects of a product are incorporated. d) Comprehensive Most (if not all) aspects of a product are incorporated. Fully functional prototype. What are other examples?

The 4 Dimension of Prototype physical focused comprehensive Not generally feasible. WHY? analytical

What are prototypes used for? Learning Will it work? How well will it actually meet customer needs? Communication Enhanced communication to top management, vendors partners, extended team members, customers, investors. Integration Insure that components and subsystems work together as expected. Milestones Demonstrate that a product has achieved a desired level of functionality.

Prototype Principles Analytical prototypes are generally more flexible than physical prototypes. Physical prototypes are easier to detect unanticipated phenomena. Creation of a prototype may reduce the risk of costly iterations. A prototype may expedite other development steps. A prototype may restructure task dependencies.

Prototype Technologies i) 3-D Computer Modeling Design created and manipulated in a computer.

Prototype Technologies ii) Free-form Fabrication Strereolithography (and others) to create physical objects from 3-D computer models.

Bad design examples

End of Presentation Q& A Please….