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

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Presentation on theme: "PRODUCT DESIGN AND DEVELOPMENT CHAPTER 10. What is a new product?"— Presentation transcript:

1 PRODUCT DESIGN AND DEVELOPMENT CHAPTER 10

2 What is a new product?

3 Bioré Continuous Innovation

4 Cannon’s Power Shot S45 Requires a television or personal computer and special software to view pictures Dynamically Continuous Innovation

5 Ford’s 1912 Model T Touring Car Discontinuous Innovation

6 HighLow Discontinuous Automobile Television Dynamically Continuous Minivan Remote- Controlled TV Continuous Anti-lock brakes HD TV Behavior Change Required

7 Idea Generation New product development process

8 Concept Testing Business Analysis Marketing Strategy Development New product development process Idea Generation Screening

9 Phased development: Sequential Parallel development: Simultaneous Speeding up new-product development Black and Decker’s Quantum Tools

10 Idea Generation Screening Concept Testing Business Analysis Marketing Strategy Development Test marketing New product development process

11 Projections of success Buyer behavior Scenario testing Advantages of test marketing

12 Expensive Opportunity cost Results can be misleading Strategic concerns Disadvantages of test marketing

13 Simulation Test country product launch Alternatives to test marketing

14 Idea Generation Screening Concept Testing Business Analysis Marketing Strategy Development Test marketing Commercialization New product development process

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