NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL

1
NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL

• Why Products Succeed or Fail

• Marketing Reasons for New-Product Failures

• Insignificant Point of Difference

• Incomplete Market and Product DefinitionBefore
  Product Development Starts

Slide 10-30
2
NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL

• Why Products Succeed or Fail

• Marketing Reasons for New-Product Failures

• Too Little Market Attractiveness

• Poor Execution of the Marketing Mix

• Poor Product Quality or Insensitivity toCustomer
  Needs on Critical Factors

Slide 10-34
3
NEW PRODUCTS AND WHY THEY SUCCEED OR FAIL

• Why Products Succeed or Fail

• Marketing Reasons for New-Product Failures

• Bad Timing

• No Economic Access to Buyers

• A Look at Some Failures

Slide 10-35
4
THE NEW-PRODUCT PROCESS

• New-Product Process

• New-Product Strategy Development

• Identifying Markets and Strategic Roles

• Cross-Functional Teams andNew-Product Development

• Cross-Functional Teams

Slide 10-41
5
THE NEW-PRODUCT PROCESS

• Idea Generation

• Customer and Supplier Suggestions

• Employee Suggestions

• Research and Development Breakthroughs

• Competitive Products

Slide 10-46
6
THE NEW-PRODUCT PROCESS

• Screening and Evaluation

• Internal Approach

• External Approach

• Concept Tests

Slide 10-52
7
THE NEW-PRODUCT PROCESS

• Business Analysis

• Prototype

• Assessing the Business Fitof the New Product

• Big G Plus Pillsbury Increasing Emphasison
  Synergies and Segments

Slide 10-56
8
THE NEW-PRODUCT PROCESS

• Development

• Market Testing

• Test Marketing

• When Test Markets Dont Work

Slide 10-58
9
THE NEW-PRODUCT PROCESS

• Commercialization

• The Risks and Uncertainties of theCommercializati
  on Stage

• Speed as a Factor inNew-Product Success

• Time to Market (TtM)

• Parallel Development

Slide 10-61