Main Stage

s in Devel

oping

New-Produc

ts & Servi

ces

1. Managing the Development process : Ideas

The new product development starts with the search for ideas

a.) Interacting with Various Groups

b.) Using Creativity Generating Technique

He introduced demand-first innovation and growth (DIG) framework which has three parts-

1. The Demand Landscape

Use observational, anthropological and ethnographic method or consumer self reports to map consumer needs, wants and even beyond.

Use conceptual lens and structural innovative-thinking tools to achieve market perspective from different angles.

2.

3.

Think about how the new product can fit into customer’s lives and how it can distinguished from competitors.

Ways to find

Great New-

Product

ideas

Running Informal sessions with group of customers and company engineers and designers to discuss problems and needs.

Allow time off for technical people to putter on their own pet projects.

Make a customer brainstorming session a standard feature of plant tours.

Survey your customers

Undertake ‘fly-on-the-wall or ‘camping out’ research with customers, as do Fluke and Hewlett-Packard

Have your technical and marketing people visit your suppliers’ lab and spend time with technical team – find out what’s new

Some other ways...

Ways to Draw

NEW

IDEAS

FROM

YOUR

CUSTOME

RS

Ways to Draw

NEW

IDEAS

FROM

YOUR

CUSTOME

RS

Ask Customers about their problems with your products.

Ask Customers about their

dream projects

Observe how

customers are using

your products

Encourage or challenge your customers to change or improve your product

Interacting with

Customers

Study Competitors –

by researching the

products and services

of competitors and

other companies

Adopting Creativity Technique

1.) Attribute Listing

2.)

Forced Relationships – List several ideas and consider each in relationship to each of the other.

Morphological Analysis – Start with a problem and think of dimensions. By listing every possible combination, we can generate many new solutions.

Some other ways...

Idea Screening -

Overall Probability Probability of Probability of Probability = of technical x commercialization x economicOf success completion given technical success given completion commercialization

2. Managing the Development process : Concept to Strategy

Product Positioning Map

Concept Development and Testing

Brand-Positioning Map

After Concept testing, researchers measure product dimensions by having Consumers respond to a set of questions

2.) Need Level

2.) Perceived Value

Communicability and believability

Gap Level

Purchase Intention

User targets, purchase occasions, purchasing frequency

Some others are...

Conjoint Analysis

Marketing Strategy DevelopmentProduct Life-Cycle Sales

Recap :

• Managing the Development Process – Ideas• Erich Joachimsthaler’s demand-first innovation & growth (DIG)• Ways to find Great New Product Ideas• Crowdsourcing• Ways to draw new Ideas from your Customers• Studying Competitors• Managing the Development Process – Concept to Strategy• Concept Development• Concept testing• Conjoint Analysis

Credits :

www.pinterest.comwww.beinggeeks.comwww.dezignsmith.comwww.kingcontent.uswww.shadygrove.umd.eduwww.creativehive.comtoolpack.vlerick.comBlogs.salleurl.comwww.softwarethinktank.comMackelevationforum.comwww.lockergnome.comwww.terrehaute.in.govpiva25.hubpages.comwww.crowdsourcing.orgclaytonjohnston.comwww.business2community.comwww.inquiryinaction.comwww.askclash.comwww.traveldestinations.co.uk

www.bobbeethehater.blogspot.comwww.innosupport.netcuba.coventry.ac.ukcommons.wikimedia.orgwww.slideshare.netlib.znate.rudepositphotos.comwww.jbdon.comwww.maximumadvantage.comEasy-influence.com