10) bmme060 - master elective presentation november 2015 - yvonne

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