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New Product Development MKTG 4320'002

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Should we use new electronics technology? Should it be separate from the collector system already installed? ... boundaries on development process or cycle time. ... – PowerPoint PPT presentation

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Title: New Product Development MKTG 4320'002


1
New Product Development MKTG 4320.002
  • Dr. Audhesh Paswan
  • Spring 2006
  • M 200-450 PM (BUSI 330)

DML-COBA
2
PRODUCT PROTOCOL CHAPTER 12
3
A Marketing-RD Conversation
  • MKTG Were going to be needing a solar-powered
    version of our standard garage door opener, soon.
  • RD How reliable should it be? Should it be
    controllable from inside the house? Should we use
    new electronics technology? Should it be separate
    from the collector system already installed?
  • MKTG Well, youre the technical people, make
    some recommendations.
  • RD In other words, you dont know what you
    want.
  • MKTG Cripes, do we have to tell you everything?
    What do you do for a living? How should we know
    where the collectors should be located?
  • RD If we go electronic, youll say its too
    expensive. If we go electric, youll say were
    living in the 1930s. Wherever we put the
    collectors you will say we are wrong. If we
    guess, you second-guess.
  • MKTG OK. Put the collectors on the garage roof.
  • RD That probably cant be done.

4
Why Have A Protocol?
  • Also known as product requirements, product
    definition, etc.
  • Doesnt it seem obvious and simple?
  • Actually is one of the top success factors
    distinguishing winning from losing projects.
  • Maybe because it involves more than technical
    aspects.

5
Purposes of Protocol
  • To determine what marketing and RD groups need
    to do their work.
  • Think concept life cycle this is more than a
    simple concept statement, yet less than we will
    have when the first prototype is available.
  • Try to identify the key deliverables at this
    point.
  • To communicate essential to all players and
    integrate their actions, directing outcomes
    consistent with the full screen and financials.
  • To set boundaries on development process or cycle
    time.
  • To permit the development process to be managed
    (i.e., what needs to be done, when, why, how, by
    whom, whether).

6
Contents of a Product Protocol
  • Target market
  • Product positioning
  • Product attributes (benefits)
  • Competitive comparison
  • Augmentation dimensions
  • Timing
  • Marketing requirements
  • Financial requirements
  • Production requirements
  • Regulatory requirements
  • Corporate strategy requirements
  • Potholes

7
Narrow Version of Protocol End-User I Want List
  • This is the I Want list for a new lawn leaf
    blower /vacuum. These are benefits -- how they
    are achieved is determined during development.
  • Manufacturer stands behind product -- two year
    full warranty.
  • Electrically and mechanically safe. Good value
    and lasts a long time -- top quality component
    parts, state-of-the-art manufacturing.
  • Makes yard clean-up easier -- most powerful
    blower you can buy.
  • Converts from blower to vacuum without tools.
  • Electrical cord does not come loose.
  • Can be used with existing extension cord.
  • Easy to maneuver.
  • Clog-free vacuuming.
  • Tubes go together and stay together.

8
A Sample Protocol Trash Disposal System
  • Must automate trash disposal at factory cost not
    to exceed 800.
  • Clean, ventilated, odor-free, no chance of
    combustion.
  • Must be safe enough to be operated by children
    outside storage safeguards against children and
    animals.
  • Size must be small enough to work as kitchen
    appliance, to provide easy access and eliminate
    need for double handling of trash.
  • Simple installation
  • Decor adaptable to different user tastes.
  • If design requires opening of exterior walls,
    structural integrity and insulation against
    elements must be maintained.
  • User-friendly, automatic operation, easy to
    maintain by technical service-people.

9
Quality Function Deployment (QFD)
  • A technique designed to insure that customer
    needs are focused on throughout the new product
    project.
  • First step is the House of Quality (HOQ) gathers
    desired attributes from customers and translates
    them to engineering characteristics.
  • Requires inputs from marketing and technical
    personnel encourages communication and
    cooperation across the functional areas.

10
QFD and Its House of Quality
11
Benefits in QFD Example
  • Compatibility
  • Print quality
  • Ease of use
  • Productivity

12
Technologies in QFD Example
  • Postscript compatible
  • Resolution
  • Edge sharpness
  • Duplex printing
  • Hours training required
  • Speed (text)
  • Speed (graphics)

13
Tradeoffs in QFD Example
  • Improving resolution slows down text printing and
    really slows down graphics printing.
  • Increasing edge sharpness slows down both text
    and graphics printing.
  • Duplex printing speeds up text and graphics
    printing.
  • Postscript compatibility improves resolution and
    edge sharpness.

14
Moving to Later Stages of QFD
House of Quality
Source Adapted from John R. Hauser and Don
Clausing, The House of Quality, Harvard
Business Review, May-June, 1988.
15
QFD Realities
  • Substantial cost and time commitment.
  • Only mixed results in some applications.
  • Requires top management support and commitment.
  • Must be viewed internally as an investment.
  • Requires good functional integration.
  • May work better if the team members have a
    successful track record of working together
    before.

16
Improving QFD Efficiency
  • Concentrate on only some of the Engineering
    Characteristics the most critical, or the ones
    where improvements are easy to accomplish.
  • Organize the Engineering Characteristics into
    groups, and designate responsibility to
    functional areas.
  • Do cost-benefit analysis on each Engineering
    Characteristic to determine which provide the
    greatest benefit relative to cost of improvement.
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