MINGGU KE 4 : PROSES PENGEMBANGAN PRODUK BARU

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MINGGU KE 4 PROSES PENGEMBANGAN PRODUK BARU
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TAHAPAN-TAHAPAN UTAMA PENGEMBANGAN PRODUK BARU
(Urban, 1993)

Opportunity Identification Market definition
Idea generation

Design Customer needs
Sales forecasting Product positioning
Engineering Marketing mix
Testing Advertising and product testing Pretest
and prelaunch forecasting Test marketing
Introduction Launch planning Tracking the launch
Life Cycle Management Market response
analysis Competetive monitoring and
defense Innovation at maturity
Reposition
Harvest
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I. OPPORTUNITY IDENTIFICATION(Urban , 1993)
I. 1 MARKET DEFINITION
MARKET SELECTION
MANY POTENTIAL MARKETS
PORTFOLIO OF MOST ATTRACTIVE PRODUCT MARKET OPPORT
UNITIES
MARKET PROFILE ANALYSIS
MARKET DEFINITION AND TARGET MARKET SEGMENTATION
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OPPORTUNITY IDENTIFICATION(Urban , 1993)

I.2 IDEA GENERATION
IDEA GENERATION PROCESS
SOURCES OF IDEAS
METHODS OF IDEA GENERATION
SCREENED NEW- PRODUCT IDEAS

• Direct Search
• Technological Innovation
• Exploratory User Studies
• Facilitating Lead Users
• Integration of Technology
• and Marketing
• Creative Methods
• National Policy
• Alliances Acquisition/licencing

• Technology
• Market Need/User Resolution
• Production/Service
• Competition/Other Firms
• Channel of Distribution of
• Suppliers
• Managers/Employees
• Environmental Change

• Concept
• Prototype
• Product

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II. NEW-PRODUCT DESIGN PROCESS (Urban, 1993)

• Customer Measurement
• Qualitative Measurement to
• Identify Issues
• Quantitative Measurement for
• Input to Models

Opportunity Definition
Summary Of Customer Perception
Product Features Preference
Segments Choice

• Refinement
• Marketing
• R D
• Engineering
• Production

• What-IF Forecasts
• Aggregate Individuals
• Awareness and Availability

Evaluation
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III. COMPONENTS OF THE TESTING STRATEGY(1)
(Urban, 1993)
COMPONENT TESTING Advertising copy
Physical product
No Go
Go
PRETEST MARKET Eliminate failures
Improve winners
No Go
Test Market Validate forecast Identify
best strategy
Phased Roll-Out Validate forecast Incremental
Improvement
Increase Sample In Pretest Market
Pilot Program Validate forecast Develop service
procedures
No Go
Go
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III. COMPONENTS OF THE TESTING STRATEGY(2)
(Urban, 1993)
Go
Market Launch Roll-out Learn Full Market
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IV. INTRODUCTION(Urban, 1993)

• LAUNCHING THE PRODUCT
• 1. Coordination of Marketing and Production
• 2. Timing of Launch
• 3. Critical Path Analysis
• 4. Management of Launch
• TRACKING THE LAUNCH
• 1. Control system
• 2. Adaptive Control and Experimentation
• 3. Durable and Industrial Products
• 4. Early Projections of Sales

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V. Life Cycle Management (1)
Penjualan
Perkenalan
Pertumbuhan
Kedewasaan
Kemunduran
Waktu
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V. Life Cycle Management (2)