* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Chapter 8 slides
Viral marketing wikipedia , lookup
Consumer behaviour wikipedia , lookup
Sales process engineering wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Visual merchandising wikipedia , lookup
Marketing plan wikipedia , lookup
Direct marketing wikipedia , lookup
Dumping (pricing policy) wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Service parts pricing wikipedia , lookup
Neuromarketing wikipedia , lookup
Street marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Target audience wikipedia , lookup
Multicultural marketing wikipedia , lookup
Planned obsolescence wikipedia , lookup
Food marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Perfect competition wikipedia , lookup
Supermarket wikipedia , lookup
First-mover advantage wikipedia , lookup
Market penetration wikipedia , lookup
Target market wikipedia , lookup
Green marketing wikipedia , lookup
Product placement wikipedia , lookup
Advertising campaign wikipedia , lookup
Pricing strategies wikipedia , lookup
Product lifecycle wikipedia , lookup
Global marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Sensory branding wikipedia , lookup
Predictive engineering analytics wikipedia , lookup
Developing New Products and Managing the Product Life-Cycle Chapter 8 Rest Stop: Previewing the Concepts • Explain how companies find and develop • • new-product ideas List and define the steps in the new-product development process and the major considerations in managing this process Describe the stages of the product life cycle and how marketing strategies change during the product’s life cycle 8-2 Rest Stop: Previewing the Concepts • Discuss two additional product and services issues: socially responsible product decisions and international product and services marketing 8-3 First Stop: Google—New-Product Innovation at the Speed of Light • New product planning looks ahead only four to five months • Engineers spend 20% of time developing their own new ideas • New applications are launched on Google Labs; users test them and provide feedback 8-4 New-product development • The development of original products, product improvements, product modifications, and new brands through the firm’s own product development efforts 8-5 New-Product Failures • Overestimation of market size • Design problems • Incorrect pricing or positioning • High development costs • Competitor reaction Each product failure represents squandered dollars and hopes 8-6 Figure 8.1 - Major Stages in New-Product Development 8-7 Idea Generation • Internal sources • The traditional R&D process • Intrapreneurs within the company • External sources • • • • Distributors and suppliers Competitors and their products Trade magazines and shows Customers • Crowdsourcing 8-8 Idea Generation • Analyze customer questions and complaints to find new products that better solve consumer problems • Invite customers to share suggestions and ideas To harness customer new-product input, 3M has opened customer innovation centers, which generate customer-driven new-product ideas and help 3M establish longterm customer relationships Crowdsourcing • Invites customers, employees, independent scientists and researchers, and even the public at large, into the newproduct innovation process When Netflix wanted ideas for improving the accuracy of its online recommendation system, it decided to “open it up to the world,” promising a $1 million prize for the best solution 8 - 10 Idea screening • Screening new-product ideas to spot good ideas and drop poor ones as soon as possible 8 - 11 Concept Development and Testing • Product idea: An idea for a possible product that the company can see itself offering to the market • Product concept: A detailed version of the new-product idea stated in meaningful consumer terms • Product image: The way consumers perceive an actual or potential product 8 - 12 Concept Development • To develop a new product into alternative product concepts, find out how attractive each concept is to customers, and choose the best one Tesla’s initial all-electric roadster, will be followed by moreaffordable mass-market models 8 - 13 Concept Testing • Testing new-product concepts with a group of target consumers to find out if the concepts have strong consumer appeal • Using a description, picture or model of the product • Asking consumers about their reactions Marketing strategy development • Designing an initial marketing strategy for a new product based on the product concept 8 - 15 Marketing Strategy Statement • Describes the target market, planned value proposition, sales, market share, and profit goals • Outlines the product’s planned price, distribution, and marketing budget • Describes the planned long-run sales and profit goals, marketing mix strategy Business Analysis • A review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives 8 - 17 Product Development • Developing the product concept into a physical product to ensure that the product idea can be turned into a workable market offering • Prototypes are made • Consumer tests are conducted 8 - 18 Test Marketing • Introducing the product and marketing program in realistic market settings Starbucks spent 20 years developing Starbucks VIA instant Coffee and several months testing the product in Starbucks shops in Chicago and Seattle before releasing the product nationally 8 - 19 Test Marketing • Standard test markets are usually extensive and costly to use • Simulated test markets • Researchers measure consumer responses to in laboratory stores or simulated online shopping environments • Controlled test markets • New products and tactics are tested among controlled panels of shoppers and stores Commercialization • Introducing a new product into the market • Companies must decide: • When to introduce the product • Where to introduce the product • Single location, state, region, nationally, internationally 8 - 21 Managing New-Product Development • Companies must take a holistic approach to new product development • This requires: • Customer-centered new-product development • Team-based new-product development • Systematic new-product development Customer-Centered New-Product Development • New-product development that focuses on finding new ways to solve customer problems and create more customer-satisfying experiences Customers are urged to submit their own ideas for new products and services on P&G’s crowdsourcing site Connect + Develop 8 - 23 Team-Based New-Product Development • Various company departments work closely together, overlapping the steps in the product development process to save time and increase effectiveness • Cross-functional teams lead to fast and flexible development • Causes more organizational tension and confusion than the sequential approach 8 - 24 Systematic New-Product Development • The new-product development process should be holistic and systematic • Innovation management systems can help companies collect, review, evaluate, and manage new-product ideas • They help create an innovation-oriented company culture • They yield a larger number of new-product ideas Marketing at Work • Faced with falling sales, LEGO began new-product development by listening to customers and including them in the design process LEGO’s Design By Me site lets customers download 3D design software, create a LEGO toy, and then order the kit to build it Product life cycle • The course of a product’s sales and profits over its lifetime Figure 8.2 - Sales and Profits Over the Product’s Life From Inception to Decline 8 - 28 The Product Life Cycle • All products do not follow all five stages of the PLC • Marketers can apply the PLC as a framework for describing how products and markets work Some products die quickly, while others stay in the mature stage for a long, long time like TABASCO® sauce Applying the Product Life-Cycle Concept • The PLC concept can describe a product class, a product form , or a brand • Product class has the longest life cycle • Product form tends to the standard PLC shape • PLCs for brands can change quickly because of changing competitive attacks and responses • The PLC concept also can be applied to what are known as styles, fashions, and fads 8 - 30 Style • A basic and distinctive mode of expression Fashion • A currently accepted or popular style in a given field Fad • A temporary period of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity Figure 8.3 - Styles, Fashions, and Fads 8 - 32 Introduction Stage Characteristics • • • • • • Sales: Low Costs: High cost per customer Profits: Negative or low Customers: Innovators Competitors: Few Marketing objective: Create product awareness and trial 8 - 33 Introduction Stage Strategies • • • • Product: Offer a basic product Price: Use cost-plus pricing Distribution: Build selective distribution Advertising: Build product awareness among early adopters and dealers • Promotion: Use heavy promotion to entice product trial 8 - 34 Growth Stage Characteristics • • • • • • Sales: Rapidly rising Costs: Average cost per customer Profits: Rising profits Customers: Early adopters Competitors: Growing number Marketing objective: Maximize market share 8 - 35 Growth Stage Strategies • Product: Offer product extensions, service, warranty • Price: Price to penetrate the market • Distribution: Build intensive distribution • Advertising: Build awareness and interest in the mass market • Promotion: Reduce to take advantage of heavy consumer demand 8 - 36 Maturity Stage Characteristics • • • • • Sales: Peak sales Costs: Low cost per customer Profits: High profits Customers: Middle majority Competitors: Stable number beginning to decline • Marketing objective: Maximize profits while defending market share 8 - 37 Maturity Stage Strategies • • • • Product: Diversify brand and models Price: Match or beat competitors Distribution: Build more intensive distribution Advertising: Stress brand differences and benefits • Promotion: Increase to encourage brand switching 8 - 38 Maturity Stage Strategies • Modifying the market • Increase the consumption of the current product • How? • Look for new users and market segments • Reposition the brand to appeal to larger or faster-growing segment • Look for ways to increase usage among present customers 8 - 39 Maturity Stage Strategies • Modifying the product • Changing characteristics such as quality, features, style or packaging to attract new users and inspire more usage • How? • Improve durability, reliability, speed, taste • Improve styling and attractiveness • Add new features 8 - 40 Maturity Stage Strategies • Modifying the marketing mix • Improving sales by changing one or more marketing mix elements • How? • • • • Offer new or improved services Cut prices Launch a better ad campaign Move into new market channels 8 - 41 Maturity Stage Strategies • Reinvigorating a mature brand: Kellogg kept its 55year-old Special K brand growing by turning it into a healthful, slimming lifestyle brand 8 - 42 Decline Stage Characteristics • • • • • • Sales: Declining sales Costs: Low cost per customer Profits: Declining profits Customers: Laggards Competition: Declining number Marketing objective: Reduce expenditures and milk the brand 8 - 43 Decline Stage Strategies • Product: Phase out weak items • Price: Cut price • Distribution: Go selective—phase out unprofitable outlets • Advertising: Reduce to level needed to retain hard-core loyals • Promotion: Reduce to minimal level 8 - 44 Marketing at Work • Over its 79-year history, the Zippo brand has evolved to meet changing market needs • Broadened its focus from just selling lighters to selling “all things flame” Product Decisions and Social Responsibility • Companies must consider • Public policy issues • Regulations regarding acquiring or dropping products • Patent protection • Product quality and safety, and warranties 8 - 46 International Product and Services Marketing • Companies face • challenges in the international market They can • • Standardize products across markets Adapt products to local tastes Kit Kat benefits from a coincidental similarity between the bar’s name and the Japanese phrase, kitto katsu, which roughly translates to “Surely you win!” 8 - 47 Rest Stop: Reviewing the Concepts • Explain how companies find and develop • • new-product ideas List and define the steps in the new-product development process and the major considerations in managing this process Describe the stages of the product life cycle and how marketing strategies change during the product’s life cycle 8 - 48 Rest Stop: Reviewing the Concepts • Discuss two additional product and services issues: socially responsible product decisions and international product and services marketing 8 - 49 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8 - 50