New
Product
Development
Your Company Name
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2
01
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Agenda
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Outline
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3
Product Idea Screening
New Product Analysis
Product Lifecycle
Tools & Techniques
Market Analysis
Development Plans
Branding & Repositioning
Cost Analysis
Product Feasibility & Review
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4
Product Idea Screening
01 New Product Introduction
02 New Product Detailed Overview
04 External Sources of Ideas
05 Internal Sources of Ideas
03 Understanding Customer Needs
06 Product Roadmap
New Product Introduction
5
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• Explain the product idea in detail for e.g. Requirement of the product
• Technology used
• Benefits
Product Details
Explain the product idea in brief: e.g. to lock and unlock
door from your smartphone
Now is the best time to
explain your product idea
in an effective manner so
that the audience gets
immersed in it right from
the beginning
New Product Detailed Overview
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6
Product Detailed
Strategic
• Degree to which project aligns with business strategy
• Strategic importance
Product Advantage
• Unique benefits
• Meets customer needs better
• Value for money
Market attractiveness
• Market size
• Market growth
• Competitive situation
Synergies
• Market synergies
• Technological synergies
• Manufacturing/processing synergies
Technical Feasibility
• Technical gap
• Complexity
• Technical uncertainty
Profitability Analysis
• Expected profitability (Magnitude ; e.g. NPV )
• Return(e.g. IRR)
• Payback Period
• Low cost and fast to do
This step is crucial to
ensure that unsuitable
ideas are rejected as
soon as possible as
Ideas need to be
considered objectively
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7
Understanding
Customer
Needs
When they buy: Understand the
purchasing cycle of your customer
05
04
03
02
01
What they do: Understand their
occupation and interest?
Understand your customer: are they
a small private company or a big MNC?
What they expect of you: if your
customers expect reliable delivery and
you don't disappoint them, you stand to
gain repeat business
How they buy: Website,
App, in-person?
External Source of New Product Ideas
8
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‘Fallout’ form predictions of
changing economic and social
conditions
Analysis of existing product
perceptions
Studying activities to identify
unsatisfied needs
Overseas experience transferring
foreign products
Learning from
competition
Locating areas of consumer
dissatisfaction with current
products
New
Product
Long
Range
Studies
Market
Gap
Analysis
Consumer
Activity
Analysis
Learning
From
Competitors
Market
Research
Some possible sources
of data has been listed
out to give you a fair
idea, and it can be
altered as per your
requirement
Internal Sources of New Product Ideas
9
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Sales Force
Innovation
Group Meetings
Stockholders
Employee
Suggestions
Research and
Engineering
• Product Testing
• Product Enhancement
• Brainstorming
• Accident
Management
• Strategic Planning
• Marketing
Manager
Q1 FY18
Q2 FY18
Q3 FY18
Q1 FY19
Q2 FY19
Q3 FY19
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Product Roadmap
Product Launch
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Tech Support Portal
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attention.
Bootstrap Upgrade
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Data Logging Module
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attention.
Chrome Support
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attention.
Public API
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attention.
Product Roadmap
Start
Q1 FY18
Product Launch
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Q2 FY18
Tech Support Portal
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Q3 FY18
Bootstrap Upgrade
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attention.
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Finish
Q1 FY18
Data Logging Module
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Q2 FY18
Chrome Support
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attention.
Q3 FY18
Public API
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attention.
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New Product Analysis
01 Detailed Analysis
02 Category Analysis
04 Porter’s Five Forces Analysis
03 Category Analysis - Example Slide
Detailed Analysis
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S
Strengths
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Weakness
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Features
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B
Benefits
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Category Analysis
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Packing formats types & materials
• What is the most common pack size in the category?
• Are products sold individually or in multipacks?
• If products are sold in multipacks what is the number of products in a
pack?
• Do multipacks format products differ in size to those sold individually?
• What material is used for packaging
Consumption Drivers
• Are the products packaged and sold in a way to encourage
single- serve consumption or sharing?
• Is there focus on the convenience of the product?
• Do health claims encourage the consumer to purchase the
product –if so what are the health trends focused around
losing weight, added vitamins?
Price
• What is the price in the category (lowest-highest)?
• What is the average price in the category?
• Does the price premium change according to the size of
the product?
Positioning Claims/trends
• What are the common claims made by products in
the category- for example, no added sugar, GM free
perfect for lunchboxes, 5-A-day etc.?
• What are the key themes of the claims-health,
convenience?
Once the concept has
been tested and finalized,
a business case needs to
be put together to assess
whether the new
product/service will be
profitable
An example of a
business case has been
mentioned on the next
slide
Category Analysis – Example Slide
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Products
• Product 1(Example Juice)
• Product 2
• Product 3
Details Which products dominate (Example,
Carton vs Small Packs)
• Details 1
• Details 1
• Details 1
Positioning claims/trends
• Claim 1 (eg Not from concentrate_
• Claim 2 (No added sugar
• Claim 3
• Claim 4
Price
• Price 1 ($3 per catron
• Price 2
• Price 3
• Price 4
Consumption drivers
• Driver 1 (Example Volume of
consumption)
• Driver 2
• Driver 2
• Driver 3
Packaging
• Package 1 (1L carton )
• Package 2
• Package 3 Plastic bottle (750ml,
900ml, 1.25l, 1.35l)
• Package 4
Promotion
• Promotion1 (eg Discounts
• Promotion1
• Promotion1
• Promotion1
Porter’s Five Forces Model
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17
Its a framework for analyzing
the level of competition within
an industry and business
strategy development to
derive five forces that
determine the competitive
intensity and therefore the
attractiveness of an industry
Bargaining Power of
suppliers
Power 1
Power 2
Bargaining Power of
Buyer
Power 1
Power 2
Barriers to Entry
Barrier 1
Barrier 2
Substitutes
Substitutes 1
Substitutes 2
Intensity
of Rivalry
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Product Life Cycle
01 Repositioning a Product
02 Introduction Stage
04 Maturity Stage
05 Decline Stage
03 Growth Stage
Product Life Cycle Stages
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01
03
04
Researching, developing
and then launching the
product.
Introduction
Sales are increasing
at their fastest rate.
Growth
Sales are near their
highest, however the rate of
growth is slowing down.
Maturity
The final stage of the
cycle, sales begin to fall.
Decline
02
Introduction Stage
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High cost per
customer
acquired
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Innovators are
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Little
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Negative
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Low
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Cost Targets Competition Profits Sales
This stage of the cycle
could be the most
expensive for a
company launching a
new product in which
these 5 factors play a
key role
Growth Stage
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Distribution Channels
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Promotions
The growth stage is typically
characterized by a strong
growth in sales and profits,
and because the company
can start to benefit from
economies of scale in
production, profit margins will
increase
Maturity Stage
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22
Characteristics
Sales (Peak Sales)
Costs (Low cost per customer)
Profits (High Profits)
Marketing Objectives (Maximize profit while defending market Share)
Product (Diversify Brand & Models)
Price (Price to match or best competitors)
Distribution (Build more intensive distribution)
Advertising (Stress brand differences & benefits)
Sale is at peak so:
• Enhance product features to
make it more appealing than
competitors
• Reduce prices due to stiff
competition
• Promote the factors
differentiating your product
from others
Decline Stage
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23
Characteristics
Sales (Declining Sales)
Costs (Low cost per customer)
Profits (Declining Profits)
Marketing Objectives (Reduce expenditure & milk the brand)
Product (Phase out weak items)
Price (Cut Price)
Distribution (Phase out unprofitable outlets)
Advertising (reduce only to loyal customers)
Sale is declining so:
• Maintain The Product,
Possibly Rejuvenating It By
Adding New Features And
Finding New Uses
• Reduce Costs And Continue
The Offer
• Discontinue The Product
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Tools & Techniques
01 BCG Matrix
02 Ansoff Matrix
04 Kano Model
03 Empathy Map
BCG Matrix
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High
Low Market Share
High
Market
Growth
Low market share and high growth.
Value to business uncertain
Question Mark
Low in market share and growth.
Consider renovating or divesting
product
Dog
High in market share and growth. Likely
best-performing product in portfolio.
Nurture sales
Star
High in market share, low in growth.
Use profits to fund NPD
Cash Cow
There are two axes. The horizontal axis
measures market share from low to high;
the vertical axis measures market growth
from low to high. Apply this criteria to
each product you sell in order to plot
them on the chart. Wherever possible
use market and sales data; for example,
you could compare growth in sales
against the growth in the total market. In
the absence of data, use your best
judgment
Ansoff Matrix
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Selling existing products to
new customers
Market Development
Selling more of your existing
products to existing customers
Penetration
Selling new product to new
markets
Diversification
Selling new products to
existing customers
Product Development
New
New
Existing Products
Markets
Use the matrix to help you consider your
strategic options and determine the
necessity for new product development.
For example, your market analysis may
conclude that there is plenty of
opportunity for selling your current range
of products to your current range of
customers by penetrating the market with
promotional strategies, such as multi-buy
offers, to build loyalty
Empathy Map
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What does he/she See?
• Environment
• Friends
• What the market offers
What does he/she Think and Feel?
• What really counts
• Major preoccupations
• Worries and aspirations
What does he/she Say and Do?
• Attitude in public
• Appearance
• Behavior toward others
What does he/she Hear?
• What friends say
• What boss says
• What influencers say
Pain
• Feels
• Frustrations
Gain
• Wants/needs
• Measure of success
First, brainstorm to come up with all the
possible customer segments to whom
you might want to sell your product.
Choose the customer that you think is
most likely to buy your product. Give
them a name and some demographic
characteristics, such as marital status,
income, children and so on. Then, using
the diagram answer the following six
questions:
Kano Map
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Need executed poorly Need executed well
Very satisfied
Very dissatisfied
Excitement Attributes
Performance Attributes
Time
Threshold Attributes
The model is divided into three distinct
categories:1. Must be (basic) attributes.
These are taken for granted attributes that
the product must have and if they are
unfulfilled consumers may be dissatisfied
2. One dimensional (performance)
attributes. These result in customer
satisfaction when fulfilled and dissatisfaction
when not fulfilled. 3. Attractive
(excitement) attributes. Their absence
does not cause dissatisfaction but their
presence can delight customers
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Market Analysis
01 Market Segmentation
02 Product Market Mapping
04 Market Attractiveness
03 Competitive Strategies
Market Segmentation
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• Region
• Country
• Population
• Climate
Geographic
• Age
• Gender
• Nationality
• Ethnicity
• Occupation
• Income
• Family Size
Demographic
• Lifestyle
• Personality
• Values
• Interest
Psychographic
• Brand Loyalty
• Benefits Sought
• User Status
• Usage Rates
• Occasion
• Readiness to buy
Behavioral
Geographic Segmentation
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South America
30%
North America
20%
Australia
15%
Asia
35%
Geographic Segmentation
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Segmentation 4
Segmentation 1
Segmentation 2
Segmentation 3
Demographic Segmentation
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Demographic
Segmentation group 1
Demographic
Segmentation group 2
Demographic
Segmentation group 3
Demographic
Segmentation group 4
Demographic
Segmentation group 5
Demographic
Segmentation group 6
Psychographic Segmentation
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Opinions
Attitudes
Activities
Behaviors
Values
Interests
Behavioral Segmentation
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Rejecter
Not yet
repeated
Repeated
Target
Market
Aware Unaware
Light to
other
Switcher
Loyal to
other brand
Light user
Regular
user
Heavy
user
Negative
opinion
Neutral
Favorable
opinion
Not tried Tried
Behavioral Segmentation
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Segmentation 1 Segmentation 2 Segmentation 3
Product Market Mapping
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Product Market Map
Less More
Less
More
Market
attractiveness
Competitive Strength
Need to calculate whether benefits
of an attractive market outweigh the
cost of investment to increase
competitiveness
Best fit product line for the
client
Client is all advised to enter
this product line
Move the circles and
the text boxes as per
your company’s
competitive strength &
market attractiveness
Competitive Strategies
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Broad Differentiation strategy
When a firm seeks to be unique in its
industry along some dimensions that are
widely valued by buyers
Focused Differentiation Strategy
When a firm seeks differentiation in its
target segment
Focused Low Cost Strategy
When a firm seeks a cost advantage in its
target segment
Narrow
Target
Broad
Target Lower Cost Differentiation
Competitive
Edge Competitive Advantage
Overall Low-cost Provider Strategy
When a firm sets out to become the low
cost producer in its industry
Market Attractiveness
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Strong Medium Week
Medium
High
Low
Business Position
Market
Attractiveness
High Attractiveness
Medium Attractiveness
Low Attractiveness
Move the circles as
per your company’s
market attractiveness
& business position
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Development Plans
01 Manufacturing Plan
02 Operations Plan
04 Marketing Communication Plan
05 Digital Marketing Plan
03 Marketing Launch Plan
06 Budgeting Plan
Manufacturing Plan
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Task Month Oct Nov Dec Jan Feb Mar Apr
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Operations Plan
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Category Key Initiatives Prioritization Project Lead
Sales
Marketing
R&D
Operation
People
Financial And Admin
Marketing Launch Plan
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Update the
website
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and capture your
audience's attention.
Create press
release
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and capture your
audience's attention.
Garner
endorsements
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and capture your
audience's attention.
Use
Twitter
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and capture your
audience's attention.
Build
Demand
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and capture your
audience's attention.
Use
Advertising
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and capture your
audience's attention.
Attend
Tradeshows
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and capture your
audience's attention.
Create Email
Contests
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and capture your
audience's attention.
01 02 03 04 05 06 07 08
Marketing Communication Plan
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Marketing Communication Plan
Direct Marketing Personal Selling Sales Promotion Advertising
Public Relations
Digital Marketing Plan
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Content
Whitepaper
Development
Webinars Content Creation Initiative #6
Newsletter Sing Up Plugin Blog Post Developments Video W/Lead Capture Home Page Redesign
Paid Organic Search
Analytics
Implementation
Competitive Analysis Keyword Research New Bar
On Site SEO
Improvements
Ad Roll Campaign Iteration
Paid Organic Search
Initiative #6
Display Advertising Analysis
Email Marketing
In Trial Drip Campaign A/B Message Testing Conversion Initiative #4
Onboarding Optimization
Social Media
Influencer Outreach Program Social Media Initiative #4 Social Media Initiative #4
Budgeting Template
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46
S.NO 01 02 03 04 Totals
1. Public Relations
PR Form $45
Press Release Development $45
Review Program $90
Total Public Relations $. $. $. $. $180
2. Web Marketing
Google As Words Program $80
Microsoft As Program $90
Yahoo As Program $40
Total Web Marketing $. $. $. $. $120
3. Advertising
Creative Development $45
Radio Advertising $25
Total Advertising $. $. $. $. $160
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Branding & Repositioning
01 Repositioning a Product
02 Repositioning Strategy
04 Maturity Stage
05 Decline Stage
03 Growth Stage
Repositioning A Product
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• Presenting product with a different twist to entice new
customers, and minimize alienating current users.
• In some instances, leads to a new category
To new Consumers
• Involves promoting new & alternative product uses.
• Revitalizes product by building a new character.
• In same instances, leads to a new sub category.
Among Existing Customers
Repositioning Strategy
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Rationale behind the strategy:
Target
Market
Same
Different
Product
Same Different
Image
Repositioning
Intangible
Repositioning
Tangible
Repositioning
Product
Repositioning
Building Brand Preference
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Factors Potential Customers 1st time customer Loyal Customer
Acquisition Cost
Advertisement
Social media presence
Sponsor public events
Freebies
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01 Production & Operation Cost Analysis
02 Marketing & Launch Cost Analysis
03 Business & Financial Analysis
Cost Analysis
Production & Operation Cost Analysis
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52
Cost item $/Year %
Raw Materials 2,203,000 32.66
Labor-Dependent 1,584,000 23.47
Equipment-Dependent 1,817,000 26.92
Laboratory/QC/QA 238,000 3.52
Consumables 0 0.00
Waste Treatment/Disposal 906,000 13.42
Utilities 0 0.00
Transportation 0 0.00
Miscellaneous 0 0.00
Advertising and Selling 0 0.00
Running Royalties 0 0.00
Failed Product Disposal 0 0.00
Total 6,747,000 100.00
Marketing & Launch Cost Analysis
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53
Cost Benefit Analysis
Media Tactic Cost Benefit
Event $50,000
Approximately 40,000 Students Attend A
College 1
Guerrilla Marketing $40,000
Approximately 130,000 People Will Be
Exposed 1,3
Social Media
So
(FREE)
Approximately 1 Billion Accounts Exist 2,3
Pay with a Tweet $8,000
Approximately 175 Million People
Worldwide Have A Twitter Account 3
Promotional Video $3,000
You Tube Is Used 30 Billion Minutes Per
Month,
Business & Financial Analysis
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54
Investment Idea 1 Idea 2 Idea 3
Equipment Rs.15.00 Rs.20.00 Rs.25.00
Land Cost Rs.5.00 Rs.7.00 Rs.9.00
Interior Cost Rs.20.00 Rs.25.00 Rs.30.00
Employee Cost Rs.2.00 Rs.4.00 Rs.6.00
Marketing Cost Rs.30.00 Rs.35.00 Rs.45.00
Other Cost Rs.6.00 Rs.8.00 Rs.10.00
Total Rs.78.00 Rs.99.00 Rs.125.00
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55
Product Feasibility & Review
01 Feasibility Review
02 Evaluating Scores
04 Product Quality Check
05 Launch Monitoring Dashboard
03 Alpha & Beta Testing Timelines
Feasibility Review
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56
Comments on
Feasibility of product
Comments on
Feasibility of product
Comments on
Feasibility of product
Comments on
Feasibility of product
Comments on
Feasibility of product
Scheduling
Requirement
Feasibility
Legal
Requirement
Feasibility
Economic
Feasibility
Operational
Feasibility
Technical
Feasibility
Project
Analysis
Evaluating Scores
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57
Evaluator Strategic
Product
advantage
Market
attractiveness
Leverage
competencies
Financial
feasibility
Operational
Feasibility
Score out
of 60
Name 1 0 10 4 7 7 10 38
Name 2 10 7 4 4 7 4 36
Name 3 10 10 7 4 4 4 39
Name 4 10 7 7 4 7 0 35
Name 5 7 7 4 4 7 0 29
Name 6 7 5 4 4 4 0 24
Name 7 10 10 4 7 7 4 42
Name 8 7 7 4 7 7 0 32
Mean Team
Std. Dev.
Total
61 63 38 41 50 22 275
7.6 7.5 4.8 5.1 6.3 2,8 34.4
10 7 4 4 7 4 36
3.42 1.89 1.39 1.55 139 3.54
Score the product’s
listed factors from
team members
perspective (the listed
factors can be
altered)
Alpha & Beta Testing Timelines
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58
Twin Aims Of Beta Testing
To Get Customer Feedback And
Inspiration To Do A Sanity Test
Alpha
Testing
Done In A Lab
Type Environment
Beta
Testing
Includes A Limited Group
Of Users Outside Of The
Company
Full Scale
Show
Beta
Testing
Alpha
Testing
Target Date:
15th September
Target Date:
15th December
Target Date:
15th March
Product Quality Check
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59
50%
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your audience's attention.
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your audience's attention.
Rate the product’s
quality as per the
alpha/ beta testing
done in the previous
slide
Launch Monitoring Dashboard
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60
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Customer Satisfaction
90%
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Return on Investment
20%
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Target Units Sold
50%
Monitor the launch of
the product on the
basis of any three
KPI’s
Medium High
Low
Icons for NDP
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61
Additional
Slides
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63
VISI N
MISSI N
VAL ES
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Meet Our Team
64
WWW.COMPANY.COM
Name Here
Designation
Name Here
Designation
Name Here
Designation
Photoshop
ILLustrator
Software skills
Photoshop
ILLustrator
Software skills
Photoshop
ILLustrator
Software skills
We Are Successful
We Are Professional
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We Are Creative
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We Are Talented
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About
us
01
02
03
04
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66
Our Main
G AL
Satisfaction
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attention.
Communication
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attention.
Values
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attention.
Comparison
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Performance
Speed
Durability
Design
Performance
Speed
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Design
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25%
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Location
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United
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Brazil
Nigeria
China
Timeline
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2016
2015
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2013
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01
02
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Target
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Venn
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Mind Map
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Our
Charts
Pie Chart
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50%
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Area Chart
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Nov
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In
Percentage%
Financial Year 2016
Product 01
Product 02
Combo Chart
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78
Product 02
0
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FY 01 FY 02 FY 03 FY 04
In
Percentage
(%)
Product 1
Product 2
Product 3
Line Chart
WWW.COMPANY.COM
79
Product 01
Product 02
0
10
20
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80
FY 01 FY 02 FY 03 FY 04 FY 05 FY 06 FY 07 FY 08
In
Percentage
(%)
Product
1
Product
2
Thank
you
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New Product Development Powerpoint Presentation Slides

  • 2. WWW.COMPANY.COM 2 01 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 02 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 04 Adapt it to your needs and capture your audience's attention. Agenda This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 03
  • 3. Outline WWW.COMPANY.COM 3 Product Idea Screening New Product Analysis Product Lifecycle Tools & Techniques Market Analysis Development Plans Branding & Repositioning Cost Analysis Product Feasibility & Review
  • 4. WWW.COMPANY.COM 4 Product Idea Screening 01 New Product Introduction 02 New Product Detailed Overview 04 External Sources of Ideas 05 Internal Sources of Ideas 03 Understanding Customer Needs 06 Product Roadmap
  • 5. New Product Introduction 5 WWW.COMPANY.COM • Explain the product idea in detail for e.g. Requirement of the product • Technology used • Benefits Product Details Explain the product idea in brief: e.g. to lock and unlock door from your smartphone Now is the best time to explain your product idea in an effective manner so that the audience gets immersed in it right from the beginning
  • 6. New Product Detailed Overview WWW.COMPANY.COM 6 Product Detailed Strategic • Degree to which project aligns with business strategy • Strategic importance Product Advantage • Unique benefits • Meets customer needs better • Value for money Market attractiveness • Market size • Market growth • Competitive situation Synergies • Market synergies • Technological synergies • Manufacturing/processing synergies Technical Feasibility • Technical gap • Complexity • Technical uncertainty Profitability Analysis • Expected profitability (Magnitude ; e.g. NPV ) • Return(e.g. IRR) • Payback Period • Low cost and fast to do This step is crucial to ensure that unsuitable ideas are rejected as soon as possible as Ideas need to be considered objectively
  • 7. WWW.COMPANY.COM 7 Understanding Customer Needs When they buy: Understand the purchasing cycle of your customer 05 04 03 02 01 What they do: Understand their occupation and interest? Understand your customer: are they a small private company or a big MNC? What they expect of you: if your customers expect reliable delivery and you don't disappoint them, you stand to gain repeat business How they buy: Website, App, in-person?
  • 8. External Source of New Product Ideas 8 WWW.COMPANY.COM ‘Fallout’ form predictions of changing economic and social conditions Analysis of existing product perceptions Studying activities to identify unsatisfied needs Overseas experience transferring foreign products Learning from competition Locating areas of consumer dissatisfaction with current products New Product Long Range Studies Market Gap Analysis Consumer Activity Analysis Learning From Competitors Market Research Some possible sources of data has been listed out to give you a fair idea, and it can be altered as per your requirement
  • 9. Internal Sources of New Product Ideas 9 WWW.COMPANY.COM Sales Force Innovation Group Meetings Stockholders Employee Suggestions Research and Engineering • Product Testing • Product Enhancement • Brainstorming • Accident Management • Strategic Planning • Marketing Manager
  • 10. Q1 FY18 Q2 FY18 Q3 FY18 Q1 FY19 Q2 FY19 Q3 FY19 WWW.COMPANY.COM 10 Product Roadmap Product Launch Adapt it to your needs and capture your audience's attention. Tech Support Portal Adapt it to your needs and capture your audience's attention. Bootstrap Upgrade Adapt it to your needs and capture your audience's attention. Data Logging Module Adapt it to your needs and capture your audience's attention. Chrome Support Adapt it to your needs and capture your audience's attention. Public API Adapt it to your needs and capture your audience's attention.
  • 11. Product Roadmap Start Q1 FY18 Product Launch Adapt it to your needs and capture your audience's attention. Q2 FY18 Tech Support Portal Adapt it to your needs and capture your audience's attention. Q3 FY18 Bootstrap Upgrade Adapt it to your needs and capture your audience's attention.
  • 12. WWW.COMPANY.COM 12 Finish Q1 FY18 Data Logging Module Adapt it to your needs and capture your audience's attention. Q2 FY18 Chrome Support Adapt it to your needs and capture your audience's attention. Q3 FY18 Public API Adapt it to your needs and capture your audience's attention.
  • 13. WWW.COMPANY.COM 13 New Product Analysis 01 Detailed Analysis 02 Category Analysis 04 Porter’s Five Forces Analysis 03 Category Analysis - Example Slide
  • 14. Detailed Analysis WWW.COMPANY.COM 14 S Strengths This slide is 100% editable. Adapt it to your needs and capture your audience’s attention. W Weakness This slide is 100% editable. Adapt it to your needs and capture your audience’s attention. F Features This slide is 100% editable. Adapt it to your needs and capture your audience’s attention. B Benefits This slide is 100% editable. Adapt it to your needs and capture your audience’s attention.
  • 15. Category Analysis WWW.COMPANY.COM 15 Packing formats types & materials • What is the most common pack size in the category? • Are products sold individually or in multipacks? • If products are sold in multipacks what is the number of products in a pack? • Do multipacks format products differ in size to those sold individually? • What material is used for packaging Consumption Drivers • Are the products packaged and sold in a way to encourage single- serve consumption or sharing? • Is there focus on the convenience of the product? • Do health claims encourage the consumer to purchase the product –if so what are the health trends focused around losing weight, added vitamins? Price • What is the price in the category (lowest-highest)? • What is the average price in the category? • Does the price premium change according to the size of the product? Positioning Claims/trends • What are the common claims made by products in the category- for example, no added sugar, GM free perfect for lunchboxes, 5-A-day etc.? • What are the key themes of the claims-health, convenience? Once the concept has been tested and finalized, a business case needs to be put together to assess whether the new product/service will be profitable An example of a business case has been mentioned on the next slide
  • 16. Category Analysis – Example Slide WWW.COMPANY.COM Products • Product 1(Example Juice) • Product 2 • Product 3 Details Which products dominate (Example, Carton vs Small Packs) • Details 1 • Details 1 • Details 1 Positioning claims/trends • Claim 1 (eg Not from concentrate_ • Claim 2 (No added sugar • Claim 3 • Claim 4 Price • Price 1 ($3 per catron • Price 2 • Price 3 • Price 4 Consumption drivers • Driver 1 (Example Volume of consumption) • Driver 2 • Driver 2 • Driver 3 Packaging • Package 1 (1L carton ) • Package 2 • Package 3 Plastic bottle (750ml, 900ml, 1.25l, 1.35l) • Package 4 Promotion • Promotion1 (eg Discounts • Promotion1 • Promotion1 • Promotion1
  • 17. Porter’s Five Forces Model WWW.COMPANY.COM 17 Its a framework for analyzing the level of competition within an industry and business strategy development to derive five forces that determine the competitive intensity and therefore the attractiveness of an industry Bargaining Power of suppliers Power 1 Power 2 Bargaining Power of Buyer Power 1 Power 2 Barriers to Entry Barrier 1 Barrier 2 Substitutes Substitutes 1 Substitutes 2 Intensity of Rivalry
  • 18. WWW.COMPANY.COM 18 Product Life Cycle 01 Repositioning a Product 02 Introduction Stage 04 Maturity Stage 05 Decline Stage 03 Growth Stage
  • 19. Product Life Cycle Stages WWW.COMPANY.COM 19 01 03 04 Researching, developing and then launching the product. Introduction Sales are increasing at their fastest rate. Growth Sales are near their highest, however the rate of growth is slowing down. Maturity The final stage of the cycle, sales begin to fall. Decline 02
  • 20. Introduction Stage WWW.COMPANY.COM 20 High cost per customer acquired This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Innovators are targeted This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Little competition This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Negative profits This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Low sales This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Cost Targets Competition Profits Sales This stage of the cycle could be the most expensive for a company launching a new product in which these 5 factors play a key role
  • 21. Growth Stage WWW.COMPANY.COM 21 This slide is 100% editable. Adapt it to your needs and capture your audience’s attention. Pricing This slide is 100% editable. Adapt it to your needs and capture your audience’s attention. Distribution Channels This slide is 100% editable. Adapt it to your needs and capture your audience’s attention. Product Quality This slide is 100% editable. Adapt it to your needs and capture your audience’s attention. Promotions The growth stage is typically characterized by a strong growth in sales and profits, and because the company can start to benefit from economies of scale in production, profit margins will increase
  • 22. Maturity Stage WWW.COMPANY.COM 22 Characteristics Sales (Peak Sales) Costs (Low cost per customer) Profits (High Profits) Marketing Objectives (Maximize profit while defending market Share) Product (Diversify Brand & Models) Price (Price to match or best competitors) Distribution (Build more intensive distribution) Advertising (Stress brand differences & benefits) Sale is at peak so: • Enhance product features to make it more appealing than competitors • Reduce prices due to stiff competition • Promote the factors differentiating your product from others
  • 23. Decline Stage WWW.COMPANY.COM 23 Characteristics Sales (Declining Sales) Costs (Low cost per customer) Profits (Declining Profits) Marketing Objectives (Reduce expenditure & milk the brand) Product (Phase out weak items) Price (Cut Price) Distribution (Phase out unprofitable outlets) Advertising (reduce only to loyal customers) Sale is declining so: • Maintain The Product, Possibly Rejuvenating It By Adding New Features And Finding New Uses • Reduce Costs And Continue The Offer • Discontinue The Product
  • 24. WWW.COMPANY.COM 24 Tools & Techniques 01 BCG Matrix 02 Ansoff Matrix 04 Kano Model 03 Empathy Map
  • 25. BCG Matrix WWW.COMPANY.COM 25 High Low Market Share High Market Growth Low market share and high growth. Value to business uncertain Question Mark Low in market share and growth. Consider renovating or divesting product Dog High in market share and growth. Likely best-performing product in portfolio. Nurture sales Star High in market share, low in growth. Use profits to fund NPD Cash Cow There are two axes. The horizontal axis measures market share from low to high; the vertical axis measures market growth from low to high. Apply this criteria to each product you sell in order to plot them on the chart. Wherever possible use market and sales data; for example, you could compare growth in sales against the growth in the total market. In the absence of data, use your best judgment
  • 26. Ansoff Matrix WWW.COMPANY.COM 26 Selling existing products to new customers Market Development Selling more of your existing products to existing customers Penetration Selling new product to new markets Diversification Selling new products to existing customers Product Development New New Existing Products Markets Use the matrix to help you consider your strategic options and determine the necessity for new product development. For example, your market analysis may conclude that there is plenty of opportunity for selling your current range of products to your current range of customers by penetrating the market with promotional strategies, such as multi-buy offers, to build loyalty
  • 27. Empathy Map WWW.COMPANY.COM 27 What does he/she See? • Environment • Friends • What the market offers What does he/she Think and Feel? • What really counts • Major preoccupations • Worries and aspirations What does he/she Say and Do? • Attitude in public • Appearance • Behavior toward others What does he/she Hear? • What friends say • What boss says • What influencers say Pain • Feels • Frustrations Gain • Wants/needs • Measure of success First, brainstorm to come up with all the possible customer segments to whom you might want to sell your product. Choose the customer that you think is most likely to buy your product. Give them a name and some demographic characteristics, such as marital status, income, children and so on. Then, using the diagram answer the following six questions:
  • 28. Kano Map WWW.COMPANY.COM 28 Need executed poorly Need executed well Very satisfied Very dissatisfied Excitement Attributes Performance Attributes Time Threshold Attributes The model is divided into three distinct categories:1. Must be (basic) attributes. These are taken for granted attributes that the product must have and if they are unfulfilled consumers may be dissatisfied 2. One dimensional (performance) attributes. These result in customer satisfaction when fulfilled and dissatisfaction when not fulfilled. 3. Attractive (excitement) attributes. Their absence does not cause dissatisfaction but their presence can delight customers
  • 29. WWW.COMPANY.COM 29 Market Analysis 01 Market Segmentation 02 Product Market Mapping 04 Market Attractiveness 03 Competitive Strategies
  • 30. Market Segmentation WWW.COMPANY.COM 30 • Region • Country • Population • Climate Geographic • Age • Gender • Nationality • Ethnicity • Occupation • Income • Family Size Demographic • Lifestyle • Personality • Values • Interest Psychographic • Brand Loyalty • Benefits Sought • User Status • Usage Rates • Occasion • Readiness to buy Behavioral
  • 33. Demographic Segmentation WWW.COMPANY.COM 33 Demographic Segmentation group 1 Demographic Segmentation group 2 Demographic Segmentation group 3 Demographic Segmentation group 4 Demographic Segmentation group 5 Demographic Segmentation group 6
  • 35. Behavioral Segmentation WWW.COMPANY.COM 35 Rejecter Not yet repeated Repeated Target Market Aware Unaware Light to other Switcher Loyal to other brand Light user Regular user Heavy user Negative opinion Neutral Favorable opinion Not tried Tried
  • 37. Product Market Mapping WWW.COMPANY.COM 37 Product Market Map Less More Less More Market attractiveness Competitive Strength Need to calculate whether benefits of an attractive market outweigh the cost of investment to increase competitiveness Best fit product line for the client Client is all advised to enter this product line Move the circles and the text boxes as per your company’s competitive strength & market attractiveness
  • 38. Competitive Strategies WWW.COMPANY.COM 38 Broad Differentiation strategy When a firm seeks to be unique in its industry along some dimensions that are widely valued by buyers Focused Differentiation Strategy When a firm seeks differentiation in its target segment Focused Low Cost Strategy When a firm seeks a cost advantage in its target segment Narrow Target Broad Target Lower Cost Differentiation Competitive Edge Competitive Advantage Overall Low-cost Provider Strategy When a firm sets out to become the low cost producer in its industry
  • 39. Market Attractiveness WWW.COMPANY.COM 39 Strong Medium Week Medium High Low Business Position Market Attractiveness High Attractiveness Medium Attractiveness Low Attractiveness Move the circles as per your company’s market attractiveness & business position
  • 40. WWW.COMPANY.COM 40 Development Plans 01 Manufacturing Plan 02 Operations Plan 04 Marketing Communication Plan 05 Digital Marketing Plan 03 Marketing Launch Plan 06 Budgeting Plan
  • 41. Manufacturing Plan WWW.COMPANY.COM 41 Task Month Oct Nov Dec Jan Feb Mar Apr This slide is 100 % editable. This slide is 100 % editable. This slide is 100 % editable. This slide is 100 % editable. This slide is 100 % editable. This slide is 100 % editable
  • 42. Operations Plan WWW.COMPANY.COM 42 Category Key Initiatives Prioritization Project Lead Sales Marketing R&D Operation People Financial And Admin
  • 43. Marketing Launch Plan WWW.COMPANY.COM 43 Update the website Adapt it to your needs and capture your audience's attention. Create press release Adapt it to your needs and capture your audience's attention. Garner endorsements Adapt it to your needs and capture your audience's attention. Use Twitter Adapt it to your needs and capture your audience's attention. Build Demand Adapt it to your needs and capture your audience's attention. Use Advertising Adapt it to your needs and capture your audience's attention. Attend Tradeshows Adapt it to your needs and capture your audience's attention. Create Email Contests Adapt it to your needs and capture your audience's attention. 01 02 03 04 05 06 07 08
  • 44. Marketing Communication Plan WWW.COMPANY.COM 44 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Marketing Communication Plan Direct Marketing Personal Selling Sales Promotion Advertising Public Relations
  • 45. Digital Marketing Plan WWW.COMPANY.COM 45 Content Whitepaper Development Webinars Content Creation Initiative #6 Newsletter Sing Up Plugin Blog Post Developments Video W/Lead Capture Home Page Redesign Paid Organic Search Analytics Implementation Competitive Analysis Keyword Research New Bar On Site SEO Improvements Ad Roll Campaign Iteration Paid Organic Search Initiative #6 Display Advertising Analysis Email Marketing In Trial Drip Campaign A/B Message Testing Conversion Initiative #4 Onboarding Optimization Social Media Influencer Outreach Program Social Media Initiative #4 Social Media Initiative #4
  • 46. Budgeting Template WWW.COMPANY.COM 46 S.NO 01 02 03 04 Totals 1. Public Relations PR Form $45 Press Release Development $45 Review Program $90 Total Public Relations $. $. $. $. $180 2. Web Marketing Google As Words Program $80 Microsoft As Program $90 Yahoo As Program $40 Total Web Marketing $. $. $. $. $120 3. Advertising Creative Development $45 Radio Advertising $25 Total Advertising $. $. $. $. $160
  • 47. WWW.COMPANY.COM 47 Branding & Repositioning 01 Repositioning a Product 02 Repositioning Strategy 04 Maturity Stage 05 Decline Stage 03 Growth Stage
  • 48. Repositioning A Product WWW.COMPANY.COM 48 • Presenting product with a different twist to entice new customers, and minimize alienating current users. • In some instances, leads to a new category To new Consumers • Involves promoting new & alternative product uses. • Revitalizes product by building a new character. • In same instances, leads to a new sub category. Among Existing Customers
  • 49. Repositioning Strategy WWW.COMPANY.COM 49 Rationale behind the strategy: Target Market Same Different Product Same Different Image Repositioning Intangible Repositioning Tangible Repositioning Product Repositioning
  • 50. Building Brand Preference WWW.COMPANY.COM 50 Factors Potential Customers 1st time customer Loyal Customer Acquisition Cost Advertisement Social media presence Sponsor public events Freebies
  • 51. WWW.COMPANY.COM 51 01 Production & Operation Cost Analysis 02 Marketing & Launch Cost Analysis 03 Business & Financial Analysis Cost Analysis
  • 52. Production & Operation Cost Analysis WWW.COMPANY.COM 52 Cost item $/Year % Raw Materials 2,203,000 32.66 Labor-Dependent 1,584,000 23.47 Equipment-Dependent 1,817,000 26.92 Laboratory/QC/QA 238,000 3.52 Consumables 0 0.00 Waste Treatment/Disposal 906,000 13.42 Utilities 0 0.00 Transportation 0 0.00 Miscellaneous 0 0.00 Advertising and Selling 0 0.00 Running Royalties 0 0.00 Failed Product Disposal 0 0.00 Total 6,747,000 100.00
  • 53. Marketing & Launch Cost Analysis WWW.COMPANY.COM 53 Cost Benefit Analysis Media Tactic Cost Benefit Event $50,000 Approximately 40,000 Students Attend A College 1 Guerrilla Marketing $40,000 Approximately 130,000 People Will Be Exposed 1,3 Social Media So (FREE) Approximately 1 Billion Accounts Exist 2,3 Pay with a Tweet $8,000 Approximately 175 Million People Worldwide Have A Twitter Account 3 Promotional Video $3,000 You Tube Is Used 30 Billion Minutes Per Month,
  • 54. Business & Financial Analysis WWW.COMPANY.COM 54 Investment Idea 1 Idea 2 Idea 3 Equipment Rs.15.00 Rs.20.00 Rs.25.00 Land Cost Rs.5.00 Rs.7.00 Rs.9.00 Interior Cost Rs.20.00 Rs.25.00 Rs.30.00 Employee Cost Rs.2.00 Rs.4.00 Rs.6.00 Marketing Cost Rs.30.00 Rs.35.00 Rs.45.00 Other Cost Rs.6.00 Rs.8.00 Rs.10.00 Total Rs.78.00 Rs.99.00 Rs.125.00
  • 55. WWW.COMPANY.COM 55 Product Feasibility & Review 01 Feasibility Review 02 Evaluating Scores 04 Product Quality Check 05 Launch Monitoring Dashboard 03 Alpha & Beta Testing Timelines
  • 56. Feasibility Review WWW.COMPANY.COM 56 Comments on Feasibility of product Comments on Feasibility of product Comments on Feasibility of product Comments on Feasibility of product Comments on Feasibility of product Scheduling Requirement Feasibility Legal Requirement Feasibility Economic Feasibility Operational Feasibility Technical Feasibility Project Analysis
  • 57. Evaluating Scores WWW.COMPANY.COM 57 Evaluator Strategic Product advantage Market attractiveness Leverage competencies Financial feasibility Operational Feasibility Score out of 60 Name 1 0 10 4 7 7 10 38 Name 2 10 7 4 4 7 4 36 Name 3 10 10 7 4 4 4 39 Name 4 10 7 7 4 7 0 35 Name 5 7 7 4 4 7 0 29 Name 6 7 5 4 4 4 0 24 Name 7 10 10 4 7 7 4 42 Name 8 7 7 4 7 7 0 32 Mean Team Std. Dev. Total 61 63 38 41 50 22 275 7.6 7.5 4.8 5.1 6.3 2,8 34.4 10 7 4 4 7 4 36 3.42 1.89 1.39 1.55 139 3.54 Score the product’s listed factors from team members perspective (the listed factors can be altered)
  • 58. Alpha & Beta Testing Timelines WWW.COMPANY.COM 58 Twin Aims Of Beta Testing To Get Customer Feedback And Inspiration To Do A Sanity Test Alpha Testing Done In A Lab Type Environment Beta Testing Includes A Limited Group Of Users Outside Of The Company Full Scale Show Beta Testing Alpha Testing Target Date: 15th September Target Date: 15th December Target Date: 15th March
  • 59. Product Quality Check WWW.COMPANY.COM 59 50% Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Rate the product’s quality as per the alpha/ beta testing done in the previous slide
  • 60. Launch Monitoring Dashboard WWW.COMPANY.COM 60 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Customer Satisfaction 90% This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Return on Investment 20% This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Target Units Sold 50% Monitor the launch of the product on the basis of any three KPI’s Medium High Low
  • 63. WWW.COMPANY.COM 63 VISI N MISSI N VAL ES This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
  • 64. Meet Our Team 64 WWW.COMPANY.COM Name Here Designation Name Here Designation Name Here Designation Photoshop ILLustrator Software skills Photoshop ILLustrator Software skills Photoshop ILLustrator Software skills
  • 65. We Are Successful We Are Professional This slide is 100% editable. Adapt it to your needs and capture your audience's attention. We Are Creative This slide is 100% editable. Adapt it to your needs and capture your audience's attention. We Are Talented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. About us 01 02 03 04
  • 66. WWW.COMPANY.COM 66 Our Main G AL Satisfaction Adapt it to your needs and capture your audience's attention. Communication Adapt it to your needs and capture your audience's attention. Values Adapt it to your needs and capture your audience's attention.
  • 67. Comparison WWW.COMPANY.COM 67 Performance Speed Durability Design Performance Speed Durability Design This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Product 1 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Product 2 vs
  • 68. Dashboard WWW.COMPANY.COM 68 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 25% Dashboard speed at a glance Low High 0 25 50 75 100
  • 69. Location WWW.COMPANY.COM 69 Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. United States Brazil Nigeria China
  • 70. Timeline WWW.COMPANY.COM 70 2017 2016 2015 2014 2013 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
  • 71. Puzzle WWW.COMPANY.COM 71 This slide is 100% editable. Adapt it to your needs and capture your audience ‘s attention. This slide is 100% editable. Adapt it to your needs and capture your audience ‘s attention. This slide is 100% editable. Adapt it to your needs and capture your audience ‘s attention. This slide is 100% editable. Adapt it to your needs and capture your audience ‘s attention. 01 02 03 04
  • 72. Target WWW.COMPANY.COM 72 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
  • 73. 01 02 03 04 Venn WWW.COMPANY.COM 73 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
  • 74. Mind Map WWW.COMPANY.COM 74 Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention. Adapt it to your needs and capture your audience's attention.
  • 76. Pie Chart WWW.COMPANY.COM 76 20% 10% 20% 50% This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Product 01 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Product 02 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Product 03 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Product 04
  • 78. Combo Chart WWW.COMPANY.COM 78 Product 02 0 10 20 30 40 50 60 70 80 90 100 FY 01 FY 02 FY 03 FY 04 In Percentage (%) Product 1 Product 2 Product 3
  • 79. Line Chart WWW.COMPANY.COM 79 Product 01 Product 02 0 10 20 30 40 50 60 70 80 FY 01 FY 02 FY 03 FY 04 FY 05 FY 06 FY 07 FY 08 In Percentage (%) Product 1 Product 2
  • 80. Thank you Address: # street number, city, state Email Address: emailaddress@123gmail.com Contact Number: 0123456789