Development What is a New Product? New to the world product, or - - PowerPoint PPT Presentation
New Product Development What is a New Product? New to the world product, or really new products New to the firm products or new product lines Additions to existing product lines Improvements and revisions to existing products
New to the world product, or really new
New to the firm products or new product
lines
Additions to existing product lines Improvements and revisions to existing
Repositionings Cost reductions
High Low
New product Lines 20%
Improvements to Existing products 26% Additions to existing product lines 26% Repositionings 7% Cost reductions 11% New-to-world products 10%
High
Newness to market
New product should have relative
Be compatible with beliefs, attitudes
Be simple vis-à-vis functionality Be easy to communicate (benefits of)
to potential users
Convince buyer (satisfy a key need)
Idea Generation Idea Screening Concept Development & Testing Business Analysis Prototype Development Test Marketing Commercialization
Idea Generation:
The initial stage for the new-product development
process.
Idea Screening:
Evaluate the idea pool and reduce it to a smaller and
more attractive set of potential new products.
Concept Development:
The process of shaping and refining the idea into a more
complete product concept.
Business Analysis:
Stage of the new-development process that calls for
preparing initial marketing plans for the product.
Prototype Development:
Converting the concept into an actual product.
Test Marketing:
Testing the product prototype and marketing strategy
in simulated or actual market situations.
Commercialization:
The firm introduces the product on a full-scale basis,
involving:
Understanding Consumer Adoption Timing Coordination
Need Form Technology
Need- technology concepts New Products Form- technology concept Need-form concepts
Pocket calculator Automatic teller Camcorder CAT Scan CAD/CAM
Trade offs Dynamics Details Time pressure Economics
Product description : one concise &
focused sentence
Key business or humanitarian goals Primary market Secondary market Assumptions Stakeholders Avenues for creative design Scope limitations
If you can point, you can use Macintosh too.
Primary purpose for which
May reside in
Physical good Service performance
The core cluster of
tangible and intangible elements
A separate cluster
elements, the facilitating products
A separate cluster
elements, the facilitating services
Facilitating Products Facilitating Services
Facilitating products and services
These differentiate the products
Competition is now more on the
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Facilitating Products Facilitating Services
The Core Cluster
What will it do ? Who will buy it ? What will be its rough dimensions ? What are the major competitors ? What functional features should it have ? What are the psychological descriptors of
the product ?
What is its context ?
How is this need being satisfied ? Is the present method inefficient ?
Ineffective ? What can be improved ?
What is good about the present method of
satisfying the need ?
Why will this new way be better and
succeed ?
What is the relative cost of the present
method v/s the proposed method ?
Has an unmet need been uncovered?
the University of Michigan
fear, dread, or stress cannot fire accurately
project to help stressed soldiers to steady rifle barrels by cancelling the shaking and thereby stabilizing the aim
Anupam Pathak
the mere act of chewing and swallowing can be a challenge.
minimize the need to chew.
to one's mouth without spilling its contents?
used for active cancellation in the military, Pathak
cancellation of human tremor very small, and realized that this would be the perfect application for active cancellation technology
noise-canceling headphones] to stabilize larger- scale motion
Francisco –
helps stabilize tremors in people with Parkinson's, essential tremor, and related disorders
cancellation of tremor" technology that works to counteract the tremors people can experience in their hands and help prevent spills
spoon could help
actuators move the spoon in compensation
simply helps people enjoy their meals
worrying about spilling
Parkinson's disease is a degenerative disorder of the central nervous system. The motor symptoms of Parkinson's disease result from the death of dopamine- generating cells in the substantia nigra, a region of the midbrain; the cause of this cell death is unknown. Early in the course of the disease, the most obvious symptoms are movement-related; these include shaking, rigidity, slowness of movement and difficulty with walking and gait.
your hand
steadies the spoon
people you're with
From strong medicine to guided delivery
person whose tremor is most like yours.
utilizes state-of-the-art electronics and an on-board computer to adapt to a user's tremor
smart phone. You can use Lift Pulse to chart your tremor
discreetly help prevent shuffling while walking
and engineers working to develop new technologies for people with Essential Tremor and Parkinson's Disease
family suffering has motivated us to create Lift Labs and focus on improving overall quality of life and independence
What is the precise source of
What is the precise source of
What is the anticipated
Can we change physical, thermal, electrical,
mechanical and chemical properties of the material?
Are there new electrical, electronic, optical,
hydraulic or magnetic ways of doing this?
Can we construct a new model of this? What if the order of processes were
changed?
Find new analogs of parallel problems Is this function really necessary? Has every step been computerized as much
as possible?
Product Designs, Prototype Developments and Testing Simplicity & Ease of Use Technology Quality Expandability Cost / Function Cost
Customer: Superior Value Equation Provider: Optimal Use of Resources
Ultimate Decider of Venture Success
What is the problem really about? What implicit expectations and desires are
involved?
Are the stated customer needs, functional
requirements and constraints truly appropriate?
Characteristics / properties the product
must / must not have
Design: the functional design of the product
and attractiveness in appearance
Durability: of the materials from which the
product is made
Reliability: ensuring expected performance
under normal operating conditions
Product safety: posing no potential dangers
under normal operating conditions
Standardization: through elimination of
unnecessary variety among potentially interchangeable parts/objects
Idea Generation Prototype Development
Controlled Launch
Feedback Refined Idea Prototype II
Controlled Launch
Refined Idea Feedback
Iterative Product Development Process
Simulations “Virtual” prototyping Computer Animations Optimization Hardware Material and physical
property correlation
Prototyping of
manufacturing techniques
Experimental start – ups Fully functional mock ups
(prototypes)
Analytical
Proof – of – concept models Industrial design prototypes Experimental prototypes
Pre-production
Visualizing concepts as physical entities Market research for ergonomic use and
aesthetics
Prototypes for functional testing Assembly and manufacturing feasibility Verification of design changes Cost analysis Early marketing promotions
3D printing/rapid prototyping helps identify product issues not anticipated early on in the process
Saves them time and money by mitigating risk and guiding investments
along the development timeline
Whether building prototypes of consumer products or exploring the feasibility of devices for medical applications, the advantage of scalable, accurate models allows for early detection of potential problems and decreases turnaround time
3D Printing: Fast, exact models to improve product development
Polyjet and fused deposition modelling technologies for the most precise
additive manufacturing solutions
Computer Numerical Controlled Machining (Subtractive Manufacture):
Electronically controlled machining process enhances precision for more
confidence in manufacturing. Battelle’s comprehensive CNC solution is supported by the latest technology in machining
Thermoforming System:
Improved cost-efficiency through low-cost, yet accurate prototyping
process
Bruce Willis Mark Mobius Robin Sharma David Beckham
Virendra Sehwag
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Need Form Technology
Need- technology concepts New Products Form- technology concept Need-form concepts