chapter 20 - introducing new market offerings.ppt

8/10/2019 Chapter 20 - Introducing New Market Offerings.ppt

1/19

Introducing NewMarket Oferings

A Khairi - 8215123 58!at"a #oga $ - 821512%52%

Mana&e'en (eg ) 2%12

*ha+ter2%


2/19

New $roduct O+tionsO Make or )u" A co'+an" can add new

+roducts through ac,uisition orde e.o+'ent/O 0"+es o New $roducts New +roducts range ro' new-

to-the- wor.d +roducts that createan entire." new 'arket to 'inori'+ro e'ent or re isions o e isting+roducts/


3/19

*ha..enges in New-$roducte e.o+'ent

O 0he Inno ation I'+erati e igh." inno ati e r's are a4.e

to identi " and ,uick." sei e new'arket o++ortunities/O New-$roduct !uccess Most esta4.ished co'+anies

ocus on incre'enta. inno ation6entering new 'arkets 4" tweaking+roducts or new custo'er/


4/19

O New-$roducts 7ai.ure

0he reasons o new-+roductsai.ure are ignored or misinterpretedmarket research, overtimes of marketsize, high development costs, poordesign or ine ectual performance,incorrect positioning, advertisingand so on /


5/19

Organi ationa. Arrange'entsO )udgeting or New-$roduct e e.o+'ent

hen "ou .aunch a new +roduct orser ice6 "ou need 'one" to und "oureforts/ #ou wi.. ha e the 'one" "ouneed i "ou +.an ahead/ 9 a'ine the+hases o a .aunch and deter'ine thecosts associated with each +hase so

that "ou can sustain "our eforts unti.the +roduct or ser ice +a"s or it se. /


6/19

O Organi ing New-$roduct

e e.o+'ent *o'+anies hand.e theorgani ationa. as+ect o new-+roductde e.o+'ent in se era. wa"s/ 0his isthe new-+roduct de e.o+'entdecision +rocess/


7/19

Managing the e e.o+'ent$rocess: Ideas

O ;enerating Ideas New-+roduct ideas can co'e ro'

interacting with arious grou+s andusing creati it"-generatingtechni,ue/

IN09(A*0IN;I0 O0 9(!


8/19

IN09(A*0IN;I0

9M$


9/19

A O$0IN;*(9A0I>I0#

09* NI?=9!


10/19

Increasing."6 new-+roduct ideas arise ro'lateral marketing that co'4ines two +roduct

conce+ts or ideas to create a new ofering/ ereare so'e success u. e a'+.es:

;A! !0A0ION!@ 7OO

*A790A(IA @IN09(N90


11/19

Managing the e e.o+'ent$rocess: *once+t to !trateg"

O *once+t e e.o+'ent and 0esting *once+t de e.o+'ent is

necessar" 4ut not su cient ste+ ornew +roduct success/ Marketers'ust a.so distinguish winningconce+ts ro' .osers/

*once+t testing 'eans +resentingthe +roduct conce+t to targetconsu'ers6 +h"sica.." ors"'4o.ica.."6 and getting theirreactions/


12/19

O Marketing !trateg" e e.o+'ent

New-+roduct 'anager wi.. de e.o++re.i'inar" three-+art strateg" +.anor introducing the new +roduct into

the 'arket/

1 st

descri4es the target 'arketBs si e6 structure6 and4eha ior/

2 nd +art out.ines the +.anned +rice6 distri4ution

strateg"6 and 'arketing 4udget or the rst "ear/

3 rd

+art o the 'arketing strateg" +.an descri4es the.ong-run sa.es and +ro t goa.s and 'arketingC'istrateg" o erti'e/


13/19

O )usiness Ana."sis

9sti'ating *ost and $ro t*ost are esti'ated 4" (D 6 'anu acturing6

'arketing6 and nance de+art'ents

9sti'ating 0ota. !a.es 0ota. esti'ated sa.es are the su' oesti'ated rst-ti'e sa.es6 re+.ace'ent

sa.es6 and re+eat sa.es


14/19

Managing the e e.o+'ent

$rocess: e e.o+'ent to*o''ercia.i ationO $roduct e e.o+'ent 0he o era.. +rocess o strateg"6

organi ation6 conce+t generation6+roduct and 'arketing +.ancreation and e a.uation6 andco''ercia.i ation o a new+roduct

*usto'er 0est

$h"sica. $rotot"+es


15/19

O Market 0esting

*onsu'er-+roducts test seek toesti'ate our aria4.es:

0ria. 7rist(e+eat Ado+tion$urchase7re,uen

c"

*onsu'er 'a" tr" the +roduct 4ut not re4u" it6 or it 'ightachie e high +er'anent ado+tion 4ut .ow +urchase re,uenc"/


16/19

O *o''ercia.i ation*o''ercia.i ation is the +rocess orc"c.e o introducing a new +roduct or+roduction 'ethod into the 'arket/

0he actua. .aunch o a new +roduct

is the na. stage o new +roductde e.o+'ent and the one where the'ost 'one" wi.. ha e to 4e s+ent

or ad ertising6 sa.es +ro'otion6 andother 'arketing eforts/


17/19

0he *onsu'er-Ado+tion$rocess

O !tages in the Ado+tion $rocess 0he consu'er-ado+tion +rocess is

the 'enta. ste+s trough which anindi idua. +asses ro' rsthearing a4out an inno ation to

na. ado+tion6 the" are:

Awareness Interest 9 a.uation 0ria. Ado+tion


18/19

O 7actors InFuencing the Ado+tion

$rocess Marketers recogni e theo..owing characteristics o

ado+tion +rocess: di erence inindividual readiness to try new

products, the e ect of personalin uence, di ering rates ofadoption, and di erence inorganizations readiness to trynew products.


19/19

This Is The End of TheSlides

Thank You

chapter 20 - introducing new market offerings.ppt

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