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TRANSCRIPT
PowerPoint Presentation by Sixit Bhatta
PowerPoint Presentation by Sixit Bhatta
Product Development and Product Life CycleProduct Development and Product Life Cycle
Session -6
NokiaNokia
Why Product Development?Why Product Development?
Increase sales, Revenue, Competitive advantage.
What is Product DevelopmentWhat is Product Development
• Development of original products, product improvements, product modifications, and new brands through the firm’s own R & D efforts.
New Product Development StrategyNew Product Development Strategy
• New products can be obtained via acquisition or development.
• New products suffer from high failure rates.
• Several reasons account for failure.
Stages in New Product DevelopmentStages in New Product Development
Stage 1: Idea Generation Internal idea sources:
R & D External idea sources:
Customers, competitors, distributors, suppliers
Stage 2: Idea Screening Product development costs increase
substantially in later stages so poor ideas must be dropped
Ideas are evaluated against criteria; most are eliminated
Stage 3: Concept Development and Testing Concept development creates a
detailed version of the idea stated in meaningful consumer terms.
Concept testing asks target consumers to evaluate product concepts.
Stage 4: Marketing Strategy Development
The target market, product positioning, and sales, share, and profit goals for the first few years.
Product price, distribution, and marketing budget for the first year.
Long-run sales and profit goals and the marketing mix strategy.
Stage 5: Business Analysis Sales, cost, and profit projections
Stage 6: Product Development Prototype development and testing
Stage 7: Test Marketing Standard test markets Controlled test markets Simulated test markets
Stage 8: Commercialization
Product Life CycleProduct Life Cycle
Time
ProductDevelop-ment
Introduction
Profits
Sales
Growth Maturity Decline
Losses/Investments (Rs)
Sales andProfits (Rs)
Product Life Cycle StrategiesProduct Life Cycle Strategies
To say that a product has a life cycle asserts four things
1. Products have a limited life.2. Product sales pass through distance
stages, each posing different challenges, opportunities, and problems to the seller.
3. Profits rise and fall at different stages of the product life cycle.
4. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage.
Product Life-Cycle Patterns
Style, Fashion, and Fad Life Cycles
Marketing Strategies: Introduction Stage– The Pioneer Advantage
• Inventor• Product pioneer• Market pioneer
Marketing Strategies: Growth Stage– Improve product quality and add new product
features and improved styling– Add new models and flanker products– Enter new market segments– Increase distribution coverage and enter new
distribution channels– Shift from product-awareness advertising to
product-preference advertising– Lower prices to attract next layer of price-sensitive
buyers
Marketing Strategies: Maturity Stage– Market Modification
• Expand number of brand users by:1. Converting nonusers2. Entering new market segments3. Winning competitors’ customers
• Convince current users to increase usage by:1. Using the product on more occasions2. Using more of the product on each occasion3. Using the product in new ways
– Product modification• Quality improvement• Feature improvement
– Marketing-Mix Modification• Prices• Distribution• Advertising• Sales promotion• Personal selling• Services
Marketing Strategies: Decline Stage1. Increase firm’s investment (to dominate the
market and strengthen its competitive position)
2. Maintain the firm’s investment level until the uncertainties about the industry are resolved.
3. Decrease the firm’s investment level selectively by dropping unprofitable customer groups, while simultaneously strengthening the firm’s investment in lucrative niches
4. Harvesting (“milking”) the firm’s investment to recover cash quickly
5. Divesting the business quickly by disposing of its assets as advantageously as possible.