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    4-Product Design and Development

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    ana maharani
    The document discusses product design and development processes. It outlines the typical new product development process and challenges with developing really new products. It notes implications for testing conventional products and designing products for the internet. The document also discusses historical failure rates of new products and common reasons for failures, as well as implications for internet startups. Finally, it outlines proven methods and enhancements for various stages of the new product development process.

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    4-Product Design and Development

    Uploaded by

    ana maharani
    15 views9 pages
    The document discusses product design and development processes. It outlines the typical new product development process and challenges with developing really new products. It notes implications for testing conventional products and designing products for the internet. The document also discusses historical failure rates of new products and common reasons for failures, as well as implications for internet startups. Finally, it outlines proven methods and enhancements for various stages of the new product development process.

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    4-Product_Design_and_Development

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    The document discusses product design and development processes. It outlines the typical new product development process and challenges with developing really new products. It notes implications for testing conventional products and designing products for the internet. The document also discusses historical failure rates of new products and common reasons for failures, as well as implications for internet startups. Finally, it outlines proven methods and enhancements for various stages of the new product development process.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    15 views9 pages

    4-Product Design and Development

    Uploaded by

    ana maharani
    The document discusses product design and development processes. It outlines the typical new product development process and challenges with developing really new products. It notes implications for testing conventional products and designing products for the internet. The document also discusses historical failure rates of new products and common reasons for failures, as well as implications for internet startups. Finally, it outlines proven methods and enhancements for various stages of the new product development process.

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    © All Rights Reserved
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    of 9

    Product Design and

    Development
    OUTLINE
    • NEW PRODUCT DEVELOPMENT PROCESS
    • REALLY NEW PRODUCTS --INFORMATION
    ACCELERATION
    • “LISTENING IN” -- Advisor/Virtual Engineer
    • IMPLICATIONS FOR INTERNET
    • TESTING CONVENTIONAL PRODUCTS ON THE
    INTERNET
    • DESIGNING INTERNET PRODUCTS

    New
    Prod
    01
    FAILURE

    • WHAT IS FAILURE RATE OF PRODUCTS


    INTRODUCED TO THE MARKET?

    • WHY FAIL?

    • IMPLICATIONS FOR INTERNET STARTUPS?

    New
    Prod
    01
    SUCCESS OF COMMERCIALIZED
    NEW PRODUCTS

    Unsuccesful
    33% Unsuccesful
    33%
    Successful Successful
    Met Company Met Company
    Criteria Criteria
    65% 65%

    1976 - 1981 1963 - 1968


    New
    Prod
    01
    Causes of Failure
    • Market Too Small • Poor Match for Company
    • Not New/Not Different • No Real User Benefit
    • Poor Positioning • Little Channel Support
    • Poor Timing
    • Forecasting Error
    • Shift in Technology
    • Competitive Response • Change in Environment
    • Change in Customer Tastes • Poor Service
    • Poor Repeat/Diffusion • Lack of Coordination
    • Low ROI • Poor Quality

    • Organizational Problems
    New
    Prod
    01
    NEW

    MARKET

    EXISTING

    EXISTING NEW

    PRODUCTS

    NEW PRODUCT ARENAS


    New
    Prod
    01
    STATE OF THE ART

    • PROCESS ENHANCEMENTS

    • INFORMATION ACCELERATION

    • LISTENING IN

    • IMPLICATIONS FOR INTERNET

    New
    Prod
    01
    Proven Methods
    • Customer Active Paradigm
    OPPORTUNITY
    • Focus Groups / Voice of Customer
    IDENTIFICATION • Order of Entry

    • Multi-Dimensional Scaling/Conjoint
    DESIGN • QFD
    • Lead Users

    PRE-MARKET • Concept/Product Testing

    TESTING • Laboratory Test-marketing


    • Information Acceleration

    TEST-MARKET • Stochastic Models


    • Electronic Measurement
    LAUNCH AND LIFE
    CYCLE • Life Cycle Modeling
    MANAGEMENT • Scanner Data/Brand Management/D.S.S.

    New
    Prod
    New Product Process and Proven Marketing Methods
    01
    ENHANCEMENT
    INNOVATION AND BUSINESS STRATEGY • Proactive Budgeting -- 25%
    • Technology/Customer/Production/Engineering
    • Organization -- Large Scale to Start Up

    • “Really New” -- Create Markets


    OPPORTUNITY IDENTIFICATION
    • Needs vs. Desire
    • Global Team -- 24 Hour work Day

    • CBP Specs Design Sophistication


    DESIGN
    • Virtual Prototyping
    • Platforms and Architecture -- Process Intensive

    • Premarket Forecasting -- Risk Management


    TESTING
    • Virtual Testing
    • Model Response - Specs -- Cost

    • Marketing world-wide
    INTRODUCTION
    • Channel Power/Remote Buying
    • Little Protection -- Pioneering Benefits

    PROFIT MANAGEMENT • Elaborate For Segments


    • Rejuvenation Cycle
    New • Learn from Failure
    Prod
    01

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