new market offering
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New Market Offering & Product Innovation, by Jimmy Indra W WidyaharsanaTRANSCRIPT
New Market OfferingJimmy Indra W Widyaharsana
Email/Facebook: [email protected]: jimboy007us
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Category New Products
Cost reductions
New product lines
Additions
Improvements
Repositioning
New-to-the-world
Tuesday, February 22, 2011
Innovation
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Typology ofProduct Innovation
Process Innovation
Organizational Innovation
Management Innovation
Production Innovation
Commercial/Marketing Innovation
Service Innovation
Innovation
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Seven Notions ofInnovation
See the future through the
eyes of your customer
Speed is critical, so push
your organization
Intellectual property and
brand power are key assets
Use digital technology to
create tools for customers Use a championship team
Innovation is a state of mind
•!Partner up if you’re not the best
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
New Product Development Decision Process
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Idea Generation & Screening
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Concept Development & Testing
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Business Analysis
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Product Development
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Market Testing
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Commercialization
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Idea Generation
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Ways to Find Great New Ideas
1. Run informal sessions with customers
2. Make customer brainstorming a part of plant tours
3. Survey your customers
4. Undertake “fly on the wall” research to customers
5. Use iterative rounds with customers
6. Allow time off for technical people to putter on pet projects
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
More Ways to Find Great Ideas
• Set up a keyword search to scan trade publications
• Treat trade shows as intelligence missions
• Have employees visit supplier labs
• Set up an idea vault
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Drawing Ideas from Customers
• Observe customers using product
• Ask customers about problems with products
• Ask customers about their dream products
• Use a customer advisory board or a brand community of enthusiasts to discuss product
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Adoption ProcessAwareness
Interest
Evaluation
Trial
Adoption
Awareness
Interest
Evaluation
Trial
Adoption
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Adopter Categorization
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Factors That Limit New Product Development
• Shortage of ideas
• Fragmented markets
• Social and governmental constraints
• Cost of development
• Capital shortages
• Faster required development time
• Shorter product life cycles
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Lateral Mapping
• Gas stations + food
• Cafeteria + Internet
• Cereal + snacking
• Candy + toy
• Audio + portable
• Hamburger???? +
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Characteristics of an Innovation
• Relative advantage
• Compatibility
• Complexity
• Divisibility
• Communicability
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Idea Generation: Creativity Techniques
Forced relationships
Morphological analysis Reverse assumption analysis
New contexts Mind Mapping
Attribute listing
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
List & Modify Attribute
Meat
Attribute listing
Bun
Cheese
Vegetables
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
1. List several ideas
2. Consider each in relation
Forced relationships
Fast Food Restaurant
Place To Hang Out
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Morphological analysis
Bob’s Big Boy1. Start with problem 2.Think of dimension
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
1. List normal assumptions
2. Then Reverse Them
Reverse assumption analysis
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
1. List normal assumptions
2. Then Reverse Them
People FoodPeople Food
Reverse assumption analysis
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
1. List normal assumptions
2. Then Reverse Them
Exclusive FoodExclusive Food
Reverse assumption analysis
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
1. Take familiar process
2. Put them in new context
New contexts
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
1. Take familiar process
2. Put them in new context
New contexts
Tuesday, February 22, 2011
Jimmy Indra W Widyaharsana, ST MM
Mind Mapping
Meat
Bun
Cheese
Vegetables
Component
Grill Fried Steam?
How it Cooks
Tuesday, February 22, 2011
AdoptionAdoption is an individual’s decision to become a regular
user of a product.
Tuesday, February 22, 2011