10) bmme060 - master elective presentation november 2015 - yvonne
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Introduction to the master elective
“Marketing of New Products”
Van EverdingenDesign and Marketing of New Products 2015
By
Yvonne van Everdingen
Examples of new products
Van EverdingenDesign and Marketing of New Products 2015
April 2015
(http://www.digitaslbi.com/dk/case-studies/danmark/volvo-xc90/)
September 2014: Virtual launch• Only sold through digital channels• Last car sold 47 hours after opening web store• At its peak: 7 cars per minute
November 2013Exclusively sold at AH
Examples of successful new products
Van EverdingenDesign and Marketing of New Products 2015
http://uk.businessinsider.com/apple-watch-sales-estimates-2015-7?r=US&IR=T
76% of all new product launches fail to meet their revenue targets!
Van EverdingenDesign and Marketing of New Products 2015
Why do so many new products fail?
Why are some new products more successful than other products?
How should you launch your new product to avoid failure and / or to become successful?
Can you predict the success of a new product launch?
Questions to be answered….
Topics to be discussed
Van EverdingenDesign and Marketing of New Products 2015
Launch of new products Market acceptance of new products
Strategic launch decisions
Tactical launch decisions
International launch decisions
Retail adoption
Consumer adoption
Diffusion process / Forecasting
International diffusion
Assignments AssignmentsCase: Forecasting
Guest speaker: Guest speaker:
MethodsLectures:
Interactive: group discussion is encouraged Student presentations Presence is required (80%) Guest lectures (Heineken, Unilever, Philips, P&G, LÓreal)
Team work: teams of max. 3 students:1. Project: analysis of a new product
Van EverdingenDesign and Marketing of New Products 2015
ProjectFour steps:
1. Selection of an innovation
2. Analysis of the new product’s launch strategy
3. Analysis of the new product’s market acceptance
4. Recommendations
Van EverdingenDesign and Marketing of New Products 2015
MethodsLectures:
Interactive: group discussion is encouraged Student presentations Presence is required (80%) Guest lectures (Heineken, Unilever, Philips, P&G, LÓreal)
Team work: teams of max. 3 students:1. Project: analysis of a new product2. Case: Forecasting
Van EverdingenDesign and Marketing of New Products 2015
Individual assignments:Focus on examples from business practice – paper 3-5 pages
Grading
Grading (% may slightly change)
Project: 40%
Case analysis: 20%
Individual assignments: 40% (> =5.5)
Van EverdingenDesign and Marketing of New Products 2015
Exam
