New Product Marketing: Great ideas don’t earn money...You need to make good ideas happen!

Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
9/11 Execution
Great ideas don’t earn money
You need to make good ideas happen…

About this course
It is a sad fact that most new businesses, products and service fail. Some
estimate the failure rate is as high as 90%. This course is about why products
fail and what you can do to increase your odds of success.
This lecture is a part of series of 12 lectures. In my classes I use a lot of
videos. If you’d like to see the presentations with videos, go to:
http://www.fast-bridge.net/resources/new-product-marketing/
I hope in the pages that follow you will find new ideas and inspiration… If
you’d like to download the whole class go to:
http://www.slideshare.net/bryancassady2/2009-course-new-product-
management-by-bryan-cassady
If you have ideas on ways to improve this course or would like help with your
new products, I’d love to here from you…
Bryan Cassady
bryan@fast-bridge.com
+32-475-860-757

1 Distinguish your product from competition in a consumer-relevant way
2 Capitalize on key corporate competencies / brand strengths
3 Develop and market to people’s needs and habits
4 Market to long-term trends, not fads
5 Don’t ignore consumer research… but don’t be paralyzed by it
6 Make sure your timing is right
7 Be a marketing leader, not a distant follower
8 Offer a real value to consumers
9 Determine the product’s short- and long-term sales potential
10 Gain legitimacy and momentum for the brand
11 Give the trade as good a deal as the consumer
12 Clearly define, understand, and talk to your target
13
Develop and communicate a distinctive and appealing brand character … and stick to it
14 Spend competitively and efficiently, behind a relevant proposition
15 Make sure the consumer is satisfied… and stays that way

Linking strategy to business metrics and
action plans

Initiatives & Programs
PERFORMANCE
STRATEGY
BALANCED
SCORECARD
BUDGET

Quality of Management Rank

Knowledge, Skills, Systems, and Tools

Objective
Measures
Targets
Initiatives
Objective
Measures
Targets
Initiatives
Objective
Measures
Targets
Initiatives
Objective
Measures
Targets
Initiatives
Source: A Management
Guide for the deployment of
strategic metrics, Ratheon

What will drive operating efficiency?”
 More customers on fewer planes
How will we do that?
 Attract targeted customer segments who value
price and on time arrivals
What must the internal focus be?
 Fast turnaround
Will our people do that?
 Educate and compensate ground crew regarding
how they contribute to the firm’s success
 Employee stockholder program
Financial
Customer
Internal
Learning
Illustrative Example: Southwest Airlines

 Fast ground
turnaround
 On Ground Time
 On-Time
Departure
 30 Minutes
 90%
 Cycle time
optimization
Financial
Customer
Internal
Learning

Financial
Consumer & Customer
Internal
Learning

Step 3: Split the business
in parts

 30 million in 3
years
 Profits
 Customer base
 Growth Rates
 1.1 profits
 40% Growth
vs. year 2
 Build consumer
& customer base
 Heavy spending
to jump start
growth
Financial
Consumer & Customer
Internal
Learning

 A brand
consumers trust
 First stop for
loan info
 Approval ratings
 MGM activity
 Image vs. key
competition
 98% trust
 20% reco. to a
friend
 75% customers
trained
 Consumer
champion
survey
 How much
could you save ?
 Cust. Training/
system
integration
Financial
Consumer & Customer
Internal
Learning

 Understand
value for
consumers &
customers
 Customer &
consumer
ratings
 95% say they
under-stand me
 Research on
customer
/consumer
needs
 Industry round
tables
Financial
Consumer & Customer
Internal
Learning

 A focus on new
consumer
insight
 Review
participation
 Level of
consumer/
customer
interaction
 100 client
contacts per day
 Monthly analysis
 Feedback links
on the site
 Insight manager
Financial
Consumer & Customer
Internal
Learning

Step 4: Does it make sense ?
Could you explain it to someone else
Is it action driven
If not, start again 

Step 5: Bring the high level objectives,
targets and initiatives to an
operational level
This is beyond the scope of our exercise

New Product Marketing: Great ideas don’t earn money...You need to make good ideas happen!

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