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TRANSCRIPT
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Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
1
Designed by Eric Brengle B-books, Ltd.
CHAPTER
10
Developing and Managing Products
Prepared byDeborah Baker
Texas Christian University
MarketingLamb, Hair, McDaniel
9
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2Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Learning Outcomes
Explain the importance of developing new products and describe the six categories of new products
Explain the steps in the new-product development process
Explain why some products succeed and others fail
LOI
LO2
LO3
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3Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Learning Outcomes
Discuss global issues in new-product development
Explain the diffusion process through which new products are adopted
Explain the concept of product life cycles
LO5
LO6
LO4
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4Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Explain the importance of developing new products
and describe the six categories of new products
The Importance of New ProductsLOI
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5Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
New ProductNew Product A product new to the world,
the market, the producer,
the seller, or some
combination of these.
LOI New Product
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6Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LOI
MarketDevelopment
Diversification
Increase market share among existing customers
Attract new customers to existing products
Introduce new products into new markets
Create new products for present markets
Categories of New Products
New-to-the-WorldNew-to-the-World
New Product LinesNew Product Lines
Product Line AdditionsProduct Line Additions
Improvements or RevisionsImprovements or Revisions
Repositioned ProductsRepositioned Products
Lower-Priced ProductsLower-Priced Products
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7Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10 LOI
New Product for Starbucks
Starbucks recently marketed the film “Akeelah and the Bee”.
It says the film is a natural extension of the Starbucks experience.
Critics say the pervasive chain is overextending its welcome.
SOURCE: Janet Adamy, “Lights, Camera, Action at Starbucks,” Wall Street Journal, April 22-23/2006, A2.
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8Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
REVIEW LEARNING OUTCOMEDeveloping New Products
LOI
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9Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Explain the steps in the new-product
development process
The New Product Development ProcessLO2
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10Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10 LO2
The New-Product Development Process
Long-term commitmentLong-term commitment
Company-specific approachCompany-specific approach
Capitalize on experienceCapitalize on experience
Establish an environmentEstablish an environment
New Product Success Factors
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11Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10 LO2
New-Product Development Process
New-Product StrategyNew-Product Strategy
Idea GenerationIdea Generation
Idea ScreeningIdea Screening
Business AnalysisBusiness Analysis
DevelopmentDevelopment
Test MarketingTest Marketing
CommercializationCommercialization
New ProductNew Product
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12Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LO2
Diversification
Idea Generation
Customers
Employees
Distributors
Competitors
Vendors
R & D
Consultants
Sources ofSources ofNew-ProductNew-Product
IdeasIdeas
Online
http://www.ideo.com
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13Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LO2 Tips for New Product Development
Disperse R & D around the globe
Keep teams small and empower employees
Flatten hierarchy
Encourage generation of crazy new ideas
Welcome mistakes
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14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
BrainstormingBrainstorming The process of getting a
group to think of unlimited
ways to vary a product or
solve a problem.
LO2 Brainstorming
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15Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
ScreeningScreening
LO2 Idea Screening
The first filter in the product
development process, which
eliminates ideas that are
inconsistent with the
organization’s new-product
strategy or are inappropriate
for some other reason.
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16Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO2 Concept Test
Concept TestConcept Test A test to evaluate a
new-product idea, usually
before any prototype has
been created.
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17Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10LO2
Business Analysis
Considerations Considerations in in
Business Business Analysis StageAnalysis Stage
Considerations Considerations in in
Business Business Analysis StageAnalysis Stage
Demand
Cost
Sales
Profitability
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18Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO2 Development
Creation of prototype
Marketing strategy
Packaging, branding, labeling
Promotion, price, and distribution strategy
Manufacturing feasibility
Final government approvals if needed
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19Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO2 Simultaneous Product Development
SimultaneousProduct
Development
SimultaneousProduct
Development
A new team-oriented
approach to new-product
development where all
relevant functional areas
and outside suppliers
participate in the
development process.
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20Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO2
TestMarketing
TestMarketing
The limited introduction of
a product and a marketing
program to determine the
reactions of potential
customers in a market
situation.
Test Marketing
Online
http://www.merwyn.com
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21Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO2 Alternatives to Test Marketing
Single-source research using supermarket scanner data
Simulated (laboratory) market testing
Online test marketing
Online
http://www.newproductworks.com
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Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Biz Flix
Oct
ob
er
Sky
22
LO2
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23Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LO2 Commercialization
ProductionProduction
Inventory BuildupInventory Buildup
Distribution ShipmentsDistribution Shipments
Sales TrainingSales Training
Trade AnnouncementsTrade Announcements
Customer AdvertisingCustomer Advertising
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24Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
REVIEW LEARNING OUTCOMENew-Product Development Process
LO2
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25Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Explain why some products succeed and others fail
Why Some Products Succeed and Others FailLO3
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26Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10 LO3
Why New Products Fail
No discernible benefits
Poor match between features and customer desires
Overestimation of market size
Incorrect positioning
Price too high or too low
Inadequate distribution
Poor promotion
Inferior product
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27Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LO3 Success Factors
Match between product and market needs
Different from substitute products
Factors in SuccessfulFactors in SuccessfulNew ProductsNew Products
Benefit to large number of people
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28Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LO3 Success Factors
Listening to customers
Producing the best product
Vision of future market
Strong leadership
Commitment to new-product development
Project-based team approach
Getting every aspect right
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29Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
REVIEW LEARNING OUTCOMEWhy Products Succeed and Others Fail
LO3
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30Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Discuss global issues in new-product development
Global Issues in New-Product DevelopmentLO4
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31Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO4 Global Issues
Develop product for potential worldwide distribution
Build in unique market requirements
Design products to meet regulations and key market requirements
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32Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
REVIEW LEARNING OUTCOMEGlobal Issues in New-Product Development
LO4
Single product worldwideSingle product worldwide
Modification of productsModification of products
Multiple products in multiple countriesMultiple products in multiple countries
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33Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Explain the diffusion process through which
new products are adopted
The Spread of New ProductsLO5
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34Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO5 Diffusion
DiffusionDiffusionThe process by which the
adoption of an innovation
spreads.
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35Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LO5 Categories of Adopters
LaggardsLaggards
Late MajorityLate Majority
Early MajorityEarly Majority
Early AdoptersEarly Adopters
InnovatorsInnovators
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36Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LO5 Product Characteristics and the Rate of Adoption
TrialabilityTrialability
ObservabilityObservability
Relative AdvantageRelative Advantage
CompatibilityCompatibility
ComplexityComplexity
Online
http://www.electronicgadgetdepot.com
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37Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10 LO5
Sales of New Audio Products
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38Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO5Marketing Implications of the Adoption Process
Direct fromMarketer
Direct fromMarketer
Word of MouthWord of Mouth
CommunicationAids the
Diffusion Process
CommunicationAids the
Diffusion Process
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39Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
REVIEW LEARNING OUTCOMEDiffusion Process for New Products
LO5
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40Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
Explain the concept of product life cycles
Product Life CyclesLO6
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41Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
LO6
ProductLife Cycle
ProductLife Cycle
Product Life Cycle
A concept that provides a
way to trace the stages of a
product’s acceptance, from
its introduction (birth) to its
decline (death).
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42Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved
Chapter 10
LO6 Product Life Cycle
Time
Do
llar
s
Profits
SalesSales
IntroductoryIntroductoryStageStage
GrowthGrowthStageStage
MaturityMaturityStageStage
DeclineDeclineStageStage
0
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43Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved
Chapter 10
LO6Product Life Cycles for
Styles, Fashions, and Fads
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44Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved
Chapter 10
LO6 U.S. Sales of Televisions
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45Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved
Chapter 10
LO6 Introductory Stage
High failure rates
Little competition
Frequent product modification
Limited distribution
High marketing and production costs
Negative profits with slow sales increases
Promotion focuses on awareness and information
Communication challenge is to stimulate primary demand
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46Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved
Chapter 10
LO6 Introductory Stage in Europe
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47Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved
Chapter 10
LO6 Growth Stage
Increasing rate of sales
Entrance of competitors
Market consolidation
Initial healthy profits
Aggressive advertising of the differences between brands
Wider distribution
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48Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved
Chapter 10
LO6 Maturity Stage
Sales increase at a decreasing rate
Saturated markets
Annual models appear
Lengthened product lines
Service and repair assume important roles
Heavy promotions to consumers and dealers
Marginal competitors drop out
Niche marketers emerge
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49Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved
Chapter 10
LO6 Decline Stage
Long-run drop in sales
Large inventories of unsold items
Elimination of all nonessential marketing expenses
“Organized abandonment”
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50Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter10
LO6 Diffusion Process and PLC Curve
Innovators
Early adopters
Early majorityLate majority
Laggards
ProductProductlife cyclelife cyclecurvecurve
DiffusionDiffusioncurvecurve
Introduction Growth Maturity Decline
Sal
es
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51Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 10
REVIEW LEARNING OUTCOMELO6
Product Life Cycles
Time
INTRODUCTION GROWTH MATURITY DECLINE
ProductStrategy
DistributionStrategy
PromotionStrategy
PricingStrategy
Limited modelsFrequent changes
More modelsFrequent changes.
Large number of models.
Eliminate unprofitable
models
LimitedWholesale/
retail distributors
Expanded dealers. Long-term relations
Extensive.Margins drop.Shelf space
Phase out unprofitable
outlets
Awareness. Stimulate
demand.Sampling
Aggressive ads.Stimulatedemand
Advertise. Promote heavily
Phase outpromotion
High to recoupdevelopment
costs
Fall as result ofcompetition &
efficient produc-tion.
Prices fall (usually).
Prices stabilize at low level.
Sal
es