product development case study series part 2 c
DESCRIPTION
Part 2 C of a multi-part product development guide to managing a product introduction.TRANSCRIPT
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part 2 c of 7 part Case Study
1 Product development
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Luxury brand Case Study
2
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Notes
3
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Luxury Brand
Business
Development
Case Study Part II C
4
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Project Start
5
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Project Start
6
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Project Start
7
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Project Start
8
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Appoint Team
9
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Project start
10
agreed project
start date as
defined by trigger
document
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Project start
11
project team must
be in place and
fully operational
by this date
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Project start
12
Project
development time
will be measured
from this date
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Project start
13
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Project start
14
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Project start
15
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Team building
16
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Team building
17
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Team building
18
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Team building
19
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Branding objective
20
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orientation
21 Branding objective
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category
immersion
22 Branding objective
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market
place
immersion
23 Branding objective
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24 Branding objective
Research
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25 Branding objective
Brand Platform
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Branding objective
26
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Branding objective
Brand agency review
27
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Branding objective
28
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$225
000
Branding objective
29
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30 Branding objective
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opinion leaders
31
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opinion leaders
32
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opinion leaders
$
5
0,
0
0
0
33
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Competitive patent screen
34
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Competitive patent screen
35
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Competitive patent screen
36
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Competitive patent screen
37
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38 Customer service plans
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39 Customer service plans
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will need to interface with
manufacturing, logistics, consumer
service, sales, and wholesalers to provide
the level of service and performance
required
40 Customer service plans
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will also provide sale
support
41 Customer service plans
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dedicated customer
service
Customer service plans
42
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Customer service plans
43
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Customer service plans
44
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Customer service plans
quarterly customer service training
quarterly product training
shipment tracking
customers service access
45
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relationship market ing
Customer service plans
$125 000
46
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47 Competitive customer service
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Consumer services plans
48
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effectively dealing with consumer problems
49 Consumer services plans
making it
easy &
hassle free
for the
consumer
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perform a database marketing and consumer promotion function
50 Consumer services plans
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Consumer services plans
51
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warranty
Consumer services plans
52
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Consumer services plans
53
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problem
solving
Consumer services plans
customer
satisfaction
follow-up
issue resolution
54
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Consumer services plans
55
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$75,000
Consumer services plans
56
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57 Competitive consumer service
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due to the dynamics of the channels
required for success this role will require
a detail plan by channel and consistent
management of the process. customers will
expect nothing less than flawless execution
of our promotions.
Channel program
58
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training(national sales meeting)
catalogs
support materials
events
premiums
sales samples
upscale promotions
customer presentations
channel blitz
trade shows
regional shows
builder nights
merchandisers
on-line
59 Channel program
Launch Requirements
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Cat
ego
rie
s
Kw
ikse
t
Sch
lage
Bal
dw
in
Pe
rio
d
Bra
ss
Jad
o
Om
nia
Ro
cky
Mo
un
tain
Emte
k
Wholesale
Showroom
Architects
Designers
Retail
60 Competitive channel
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requires three levels: architect / designers,
wholesale and showroom. to meet these goals
the management of three individual sales
groups will be required. strong requirement of
integration and coordination of efforts for a
successful operation.
Sales program
61
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62 Competitive sales
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63 Sales objective
develop
sales
plan
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64 Sales situational analysis
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65 Sales situational analysis
competitive
review
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66 Sales situational analysis
market
opportunities
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67 Sales situational analysis
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68 Sales situational analysis
sales
structure
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69 Sales situational analysis
Target
Customers
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70 Sales situational analysis
commercialization
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71 Showroom Research
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72 Showroom Research
determine
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73 Key findings
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showrooms / distribution lack
regional market programs
74 Key findings
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75 Key findings
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76 Key findings
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77 sales plan
build preferred partnerships
with sales partners
aggressive marketing programs
designed to
capture market
share and
create
incremental
business
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78 sales plan
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79 sales plan
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80 sales plan
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81 sales plan
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82 sales plan
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83 sales plan
invest in those businesses to enhance the partnership
limit distribution
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create showroom
relationship program
to make the transition
from one step of the
home building process
to another, seamless
for the consumer
84 sales plan
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sales plan
–
85
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Archi tects
show case
homes
sales plan
86
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events
sales plan
87
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architect plan
88
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architect plan
89
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architect plan
project cost:
$60,000
90
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Advertising plan
91
advertising will play a larger role during the introduction, to
create awareness with a focus on image and benefits
utilize media that are most suited to communicate product benefits to
the target group
advertising development plan (creative strategy)
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Advertising plan
92
objective
target audience
key consumer benefit
reason to believe
tone and manner
initial creative brief should be
simple, a much more
comprehensive version will be
required later in the process
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93 Competitive advertising
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Promotion plan
94
packaging and merchandising are critical to generating sales
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in-store sales force promotions will play a major role in delivering the message
Promotion plan
95
price oriented promotions are to be
avoided
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Promotion plan
96
this type of promotion will provide greater
impact for the investment
incentives to drive home packages and excite sales to drive the product
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97 Competitive promotions
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will play a major role in the marketing mix, since the latest trends in home decorations are newsworthy for the trade press, home remodeling media and the general consumer
Public relations plan
98
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Public relations plan
99
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Public relations plan
100
if you’re not the lead dog, the view never changes
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101 Competitive public relations
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Merchandising plan
102
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Merchandising plan
103
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Merchandising plan
104
merchandising must have
appealing graphics and
structural design with which
the target group will identify
and associate benefits
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Merchandising plan
105
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106 Competitive merchandising
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Online plan
107
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108 Competitive online
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for showrooms packaging is not on display, but must present an image and after purchase confirmation that the customer made the correct decision
Packaging plan
109
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Packaging plan
110
must have an
innovative
structural design
with appealing
graphics
with which
the target
group will
identify and
associate benefits
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Packaging plan
111
graphic design should be upscale, classic with current trends in mind
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112 Competitive packaging
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Pricing plan
113
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Pricing plan
114
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Pricing plan
115
competition will
continue to increase during the
next few years
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logistics, R&D, design and establishing a power brand will be important in maintaining pricing and margins
Pricing plan
116
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117 Competitive pricing
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competitor Product Review
118
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competitor Product Review
119
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competitor Product Review
120
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competitor quality Review
121
review of all
relevant
competitive
products to
fully
understand
actual and
potential
strengths and
weaknesses
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Quality plan
122
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Quality plan
123
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124 Competitive quality
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Competitive engineering testing
125
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126 Competitive engineering testing
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127 Competitive engineering testing
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128 Competitive engineering testing
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Service design input
129
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Service design input
130
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Service design input
131
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Service design input
132
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Technical feasibility
133
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Technical feasibility
134
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Technical feasibility
135
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Technical feasibility
136
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Preliminary research
137
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Preliminary research
138
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Preliminary research
139
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Preliminary research
140
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product plays a pivotal
role, from which all else
is derived
Product plan
141
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142 Product plan
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143 Product plan
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144 Initial Product collections
tuscan
craftsman
french chateau
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145 Second generation Product collections
english bronze
victorian
colonial
farmhouse
Mediterranean
french country
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146 Product functional profile
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147 Product plan
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renderings (sla if available), branding, finishes
Design Research Plan
148
scope
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step 1:
architects: so. california, seattle, dallas, bay area, chicago,
boston
builders: lennar, toll brothers, david weekley
channel: alk contractor supply, clark and barlow
contract builders supply, seattle lighting
showroom: berg, locks northwest, albany hardware, specialty
hardware: bc, west end west
Design Research Plan
149
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st
ep
2
Design Research Plan
150
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151 Design Research Plan
finishes
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152 Design Research Plan
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industrial design
$1
5,0
00
153
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Industrial design renderings
154
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Industrial design renderings
155
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Industrial design renderings
156
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Industrial design renderings
157
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158 Industrial design renderings
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Luxury Brand
Business
Development
Case Study Part II C
159