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8-1

ASPEK PRODUK

bagaimana konsep menetukan

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8-2New-Product Development

New-Product Development

Strate ies for Obtainin New Product Ideas

Productscqu re

Companies

Product

ImprovementsAcquired

Patents

ProductAcquiredo ca onsLicenses

ew

Brands

C fC f

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8-3Causes of New Product Failures

Causes of New Product Failures

Overestimation of Market Size

Product Design Problems

,Advertised

Costs of Product Development

Com etitive Actions

,company must:

un ers an s cus omers, mar e s an compe ors,

develop products that deliver superior value tocus omers.

N P d t D l t

N P d t D l t

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8-4New-Product DevelopmentNew-Product Development

MarketingStrategy

BusinessAnalysis

ConceptDevelopment

Product

and Testing

IdeaScreening

TestMarketing

IdeaGeneration

Commercialization

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8-5New Product Development ProcessNew Product Development Process ..

Idea Generation is the Systematic Search for

Employees and Also From:

Customers Competitors Distributors Suppliers

N P d D l P

N P d D l P

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8-6New Product Development ProcessNew Product Development Process ..

Process to spot good ideas and droppoor ones as soon as possible.

Many companies have systems for rating

Market Size Product Price

Development Time & Costs

Manufacturing Costs

Then, the idea is evaluated against a set.

8 7N P d t D l t P

N P d t D l t P

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8-7New Product Development ProcessNew Product Development Process ..

1. Develop New Product Ideasinto Alternative Detailed

ro uc oncep s

2. Concept Testing - Test theGroups of Target Customers

3. Choose the One That Has theronges ppea o arge

Customers

8 8N P d t D l t P

N P d t D l t P

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8-8New Product Development ProcessNew Product Development Process ..

ar ne escr es vera :Target MarketPlanned Product Positioning

ar ne escr es vera :Target MarketPlanned Product Positioning

Sales & Profit GoalsMarket Share

Sales & Profit GoalsMarket Share

Part Two Describes Short-Term:Products Planned Price

Part Two Describes Short-Term:Products Planned Price

s r u onMarketing Budget

s r u onMarketing Budget

Part Three Describes Long-Term:

Sales & Profit Goals

Part Three Describes Long-Term:

Sales & Profit GoalsMarketing Mix StrategyMarketing Mix Strategy

8 9N P d t D l t P

N P d t D l t P

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8-9New Product Development ProcessNew Product Development Process .

Step 6. Product Development

.

Step 6. Product Development

Business Analysis

Review of Product Sales, Costs,

They Meet Company Objectives

,

Product Concept

If Yes, Move to

8 10New Product Development Process

New Product Development Process

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8-10New Product Development ProcessNew Product Development Process ..

Test Marketin is the Sta e Where the Product andMarketing Program are Introduced into More Realistic

Market Settings.

ProductBudget Levels

Packaging Positioningemen s a

May be TestMarketed b a

AdvertisingBranding Company

8 11New Product Development Process

New Product Development Process

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8-11New Product Development ProcessNew Product Development Process ..

Commercialization is the Introduction of the

New Product into the Marketplace.

When?

8-12

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8-12

omework :omework :omework :omework :

Pl m k h im l i n fin n wproduct which will be basic for your

feasibilit stud use the chain of newproduct development process)