9-1

New Product Development

and
Product Life-Cycle Strategies
Causes of New Product Failures 9-2

• Overestimation of Market Size

• Product Design Problems
• Product Incorrectly Positioned, Priced or
Advertised
• Costs of Product Development
• Competitive Actions

• To create successful new products, the

company must:
– understand it’s customers, markets and
competitors
– develop products that deliver superior value to
customers.
 9-3

New Product Development

Process

• Idea Generation and Screening

• Concept Development and Testing
• Marketing Strategy
• Business Analysis
• Product Development
• Test Marketing
• Commercialization
 9-4
New Product Development Process
Step 1. Idea Generation

Systematic Search for New Product

Ideas
Internal sources
Customers
Competitors
Distributors
Suppliers
 9-5
New Product Development Process
Step 2. Idea Screening

• Process to spot good ideas and drop

poor ones
• Criteria
– Market Size
– Product Price
– Development Time & Costs
– Manufacturing Costs
– Rate of Return
 9-6
New Product Development Process
Step 3. Concept Development & Testing

1. Develop Product Ideas into

Alternative
Product Concepts

2. Concept Testing - Test the

Product Concepts with Groups
of Target Customers

3. Choose the Best One

 9-7
New Product Development Process
Step 4. Marketing Strategy Development

Marketing Strategy Statement Formulation

Part One - Overall:

Target Market
Planned Product Positioning
Sales & Profit Goals
Market Share

Part Two - Short-Term:

Product’s Planned Price
Distribution
Marketing Budget

Part Three - Long-Term:

Sales & Profit Goals
Marketing Mix Strategy
 9-8
New Product Development Process
Step 5. Business Analysis
Step 6. Product Development

Business Analysis

Review of Product Sales, Costs,

and Profits Projections to See if
They Meet Company Objectives

If No, Eliminate
Product Concept

If Yes, Move to
Product Development
 9-9
New Product Development Process
Step 7. Test Marketing

Standard Controlled
Test Market Test Market
Full marketing campaign A few stores that have
in a small number of agreed to carry new
representative cities. products for a fee.

Simulated
Test Market
Test in a simulated
shopping environment
to a sample of
consumers.
PLC Stages and Characteristics 9-10
PLC Length and Shape 9-11

Style Fashio Fad

Sales Sales n
Sales

Time Time Time

 9-12
Product Life Cycle

Sales and
Profits ($)

Sales

Profits

Time
Product Introduction Growth Maturity Decline
Develop-
ment

Losses/
Investments ($)
PLC Marketing Strategies 9-13

Stage Objective Marketing Strategy

Introduction Awareness & trial Communicate benefits

Growth Usage of firm’s brand Specific brand communication,

lower prices, expand distribution

Maturity Maintain market share Sales promotion, drop price,

Extend life cycle expand distribution, new uses
& new versions of product

Decline Decide what to do Maintain, harvest, or divest

with product
Limitations of the PLC 9-14

1. The life cycle concept applies best to

product forms rather than to classes of
products or specific brands.

2. The life cycle concept may lead marketers

to think that a product has a
predetermined life, which may produce
problems in interpreting sales and profits.

3. It is only a descriptive way of looking at

the behavior of a product and the life cycle
can not predict the behavior of a product.
Introduction Stage of the 9-15

PLC

Sales Low sales

Costs High cost per customer

Profits Negative
Create product awareness
Marketing Objectives
and trial
Product Offer a basic product

Price Use cost-plus

Distribution Build selective distribution

Advertising Build product awareness among

early adopters and dealers
Growth Stage of the PLC 9-16

Sales Rapidly rising sales

Costs Average cost per customer

Profits Rising profits

Marketing Objectives Maximize market share
Offer product extensions,
Product service, warranty
Price Price to penetrate market

Distribution Build intensive distribution

Advertising Build awareness and interest in

the mass market
Maturity Stage of the PLC 9-17

Sales Peak sales

Costs Low cost per customer

Profits High profits

Marketing Objectives Maximize profit while defending
market share
Product Diversify brand and models
Price to match or best
Price competitors
Distribution Build more intensive distribution

Advertising Stress brand differences and

benefits
Decline Stage of the PLC 9-18

Sales Declining sales

Costs Low cost per customer

Profits Declining profits

Marketing Objectives Reduce expenditure and milk the
brand
Product Phase out weak items
Price Cut price
Go selective: phase out
Distribution unprofitable outlets
Advertising Reduce to level needed to retain
hard-core loyal customers