【企管资料】-销售：管理有利润的客户关系10.ppt

《【企管资料】-销售：管理有利润的客户关系10.ppt》由会员分享，可在线阅读，更多相关《【企管资料】-销售：管理有利润的客户关系10.ppt（22页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、New-Product Development and Product Life-Cycle StrategiesChapter 10ObjectivesUnderstand how companies find and develop new-product ideas.Learn the steps in the new-product development process.Know the stages of the product life cycle.Understand how marketing strategies change during the products lif

2、e cycle.1$50 billion in profits$50 billion in profits$50 billion in profits$50 billion in profits over 27 yearsover 27 yearsover 27 yearsover 27 yearsEarly new-product Early new-product Early new-product Early new-product development relied development relied development relied development relied he

3、avily on copying heavily on copying heavily on copying heavily on copying the competitionthe competitionthe competitionthe competition$4.2 billion annually$4.2 billion annually$4.2 billion annually$4.2 billion annually invested in R&Dinvested in R&Dinvested in R&Dinvested in R&DInnovation is critica

4、l to Innovation is critical to Innovation is critical to Innovation is critical to Microsofts future Microsofts future Microsofts future Microsofts future successsuccesssuccesssuccessMuch of R&D efforts Much of R&D efforts Much of R&D efforts Much of R&D efforts are Internet relatedare Internet rela

5、tedare Internet relatedare Internet relatedMany new products Many new products Many new products Many new products and services are in and services are in and services are in and services are in development development development development MicrosoftCase Study2DefinitionNew Product DevelopmentDeve

6、lopment of original products,product improvements,product modifications,and new brands through the firms own R&D efforts.3New products can be obtained via acquisition or development.New products suffer from high failure rates.Several reasons account for failure.New Product Development Strategy4New P

7、roduct Development Process:Stage 1:Idea Generationvv Internal idea sources:Internal idea sources:R&DR&Dvv External idea sources:External idea sources:Customers,competitors,distributors,Customers,competitors,distributors,supplierssuppliersNew Product Development Strategy5New Product Development Proce

8、ss:Stage 2:Idea Screeningvv Product development costs increase Product development costs increase substantially in later stages.substantially in later stages.vv Ideas are evaluated against criteria;most Ideas are evaluated against criteria;most are eliminated.are eliminated.New Product Development S

9、trategy6New Product Development Process:Stage 3:Concept Development and Testingvv Product concepts provide detailed Product concepts provide detailed versions of new product ideas.versions of new product ideas.vv Concept tests ask target consumers to Concept tests ask target consumers to evaluate pr

10、oduct concepts.evaluate product concepts.New Product Development Strategy7New Product Development Process:Stage 4:Marketing Strategy DevelopmentStage 4:Marketing Strategy Developmentvv Strategy statements describe:Strategy statements describe:The target market,product positioning,and sales,The targe

11、t market,product positioning,and sales,share,and profit goals for the first few years.share,and profit goals for the first few years.Product price,distribution,and marketing budget Product price,distribution,and marketing budget for the first year.for the first year.Long-run sales and profit goals a

12、nd the marketing Long-run sales and profit goals and the marketing mix strategy.mix strategy.New Product Development Strategy8New Product Development Process:Stage 5:Business Analysisvv Sales,cost,and profit projections Sales,cost,and profit projectionsStage 6:Product Developmentvv Prototype develop

13、ment and testing Prototype development and testingNew Product Development Strategy9New Product Development Process:Stage 7:Test Marketingvv Standard test markets Standard test marketsvv Controlled test markets Controlled test marketsvv Simulated test markets Simulated test marketsStage 8:Commerciali

14、zationNew Product Development Strategy10The Typical Product Life Cycle(PLC)Has Five StagesProduct Development,Introduction,Product Development,Introduction,Growth,Maturity,DeclineGrowth,Maturity,DeclineNot all products follow this cycle:Not all products follow this cycle:vv Fads Fadsvv Styles Styles

15、vv Fashions FashionsProduct Life-Cycle Strategies11The product life cycle concept can be applied to a:Product class(soft drinks)Product class(soft drinks)Product form(diet colas)Product form(diet colas)Brand(Diet Dr.Pepper)Brand(Diet Dr.Pepper)vv Using the PLC to forecast brand performance or Using

16、the PLC to forecast brand performance or to develop marketing strategies is problematicto develop marketing strategies is problematicProduct Life-Cycle Strategies12Product Life-Cycle StrategiesProduct developmentProduct developmentIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineBeg

17、ins when the company develops a new-product ideaSales are zeroInvestment costs are highProfits are negativePLC Stages PLC Stages 13Product Life-Cycle StrategiesProduct developmentProduct developmentIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineLow salesLow salesHigh cost per High

18、 cost per customer acquiredcustomer acquiredNegative profitsNegative profitsInnovators are Innovators are targetedtargetedLittle competitionLittle competitionPLC Stages PLC Stages 14Product Offer a basic productPrice Use cost-plus basis to setDistribution Build selective distributionAdvertising Buil

19、d awareness among early adopters and dealers/resellersSales Promotion Heavy expenditures to create trialMarketing Strategies:Introduction Stage15Product Life-Cycle StrategiesProduct developmentProduct developmentIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineRapidly rising salesRa

20、pidly rising salesAverage cost per Average cost per customercustomerRising profitsRising profitsEarly adopters are Early adopters are targetedtargetedGrowing competitionGrowing competitionPLC Stages PLC Stages 16ProductProduct Offer product extensions,service,Offer product extensions,service,warrant

21、ywarrantyPricePrice Penetration pricingPenetration pricingDistributionDistribution Build intensive distribution Build intensive distributionAdvertisingAdvertising Build awareness and interest in Build awareness and interest in the mass marketthe mass marketSales PromotionSales Promotion Reduce expen

22、ditures to Reduce expenditures to take advantage of consumer demandtake advantage of consumer demandMarketing Strategies:Growth Stage17Product Life-Cycle StrategiesProduct developmentProduct developmentIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineSales peakSales peakLow cost per

23、 Low cost per customercustomerHigh profitsHigh profitsMiddle majority are Middle majority are targetedtargetedCompetition begins to Competition begins to declinedeclinePLC Stages PLC Stages 18ProductProduct Diversify brand and models Diversify brand and modelsPricePrice Set to match or beat competit

24、ionSet to match or beat competitionDistributionDistribution Build more intensive distribution Build more intensive distributionAdvertisingAdvertising Stress brand differences and Stress brand differences and benefitsbenefitsSales PromotionSales Promotion Increase to encourage brand Increase to encou

25、rage brand switchingswitchingMarketing Strategies:Maturity Stage19Product Life-Cycle StrategiesProduct developmentProduct developmentIntroductionIntroductionGrowthGrowthMaturityMaturityDeclineDeclineDeclining salesDeclining salesLow cost per Low cost per customercustomerDeclining profitsDeclining pr

26、ofitsLaggards are targetedLaggards are targetedDeclining competitionDeclining competitionPLC Stages PLC Stages 20ProductProduct Phase out weak items Phase out weak itemsPricePrice Cut priceCut priceDistributionDistribution Use selective distribution:phase Use selective distribution:phase out unprofitable outletsout unprofitable outletsAdvertisingAdvertising Reduce to level needed to retain Reduce to level needed to retain hard-core loyalistshard-core loyalistsSales PromotionSales Promotion Reduce to minimal level Reduce to minimal levelMarketing Strategies:Decline Stage21