new product development and sensory … · plc (and pec) indicate new products are needed about 1/2...
TRANSCRIPT
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NEW PRODUCT DEVELOPMENT
AND SENSORY EVALUATION
TPPHP 2012
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•NEW PRODUCT DEVELOPMENT
•GENERATING IDEA
•SENSORY EVALUATION
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NEW PRODUCT DEVELOPMENT
DEFINITION - the development of original products, product improvements, product modifications, and new brands through the firm’s own R&D efforts.
New products can also come from acquisition of other companies, patents, or licenses
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UNDERSTANDING THE PRODUCT LIFECYCLE
Product life cycle (PLC): the course of a product’s sales and profits over its lifetime
The product lifecycle has
four stages: Introduction Growth Maturity Decline
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PRODUCT LIFE CYCLE
SCIENCE TECHNOLOGY INDUSTRY
BASIC APPLIED RESEARCH PRODUCT
RESEARCH
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To accompany A
Framework for Marketing
Management, 2nd Edition
STAGES OF THE PRODUCT LIFE CYCLE
PLC Stages
Introduction Growth Maturity Decline
Low sales High costs per
customer Negative profits Innovator
customers Few competitors
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To accompany A
Framework for Marketing
Management, 2nd Edition
Slide 9 in Chapter 10
PLC Stages
Introduction Growth Maturity Decline
Rising sales Average costs Rising profits Early adopters
customers Growing
competition
STAGES OF THE PRODUCT LIFE CYCLE
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To accompany A
Framework for Marketing
Management, 2nd Edition
Slide 10 in Chapter 10
PLC Stages
Introduction Growth Maturity Decline
Peak sales Low costs High profits Middle majority
customers Stable/declining
competition
STAGES OF THE PRODUCT LIFE CYCLE
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To accompany A
Framework for Marketing
Management, 2nd Edition
Slide 11 in Chapter 10
PLC Stages
Introduction Growth Maturity Decline
Declining sales Low costs Declining profits Laggard
customers Declining
competition
STAGES OF THE PRODUCT LIFE CYCLE
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To accompany A
Framework for Marketing
Management, 2nd Edition
Slide 12 in Chapter 10
OBJECTIVES AND STRATEGIES FOR THE PRODUCT LIFE CYCLE
PLC Stages
Introduction Growth Maturity Decline
Objective: to create awareness and trial
Offer a basic product Price at cost-plus Selective distribution Awareness – dealers
and early adopters Induce trial via heavy
sales promotion
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To accompany A
Framework for Marketing
Management, 2nd Edition
Slide 13 in Chapter 10
PLC Stages
Introduction Growth Maturity Decline
Objective: maximize market share
Offer service, product extensions, warranty
Price to penetrate Intensive distribution Awareness and interest –
mass market Reduce promotions due
to heavy demand
OBJECTIVES AND STRATEGIES FOR THE PRODUCT LIFE CYCLE
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To accompany A
Framework for Marketing
Management, 2nd Edition
Slide 14 in Chapter 10
PLC Stages
Introduction Growth Maturity Decline
Objective: maximize profit while defending market share
Diversify brands/items Price to match or beat
competition Intensive distribution Stress brand differences and
benefits Increase promotions to
encourage switching
OBJECTIVES AND STRATEGIES FOR THE PRODUCT LIFE CYCLE
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To accompany A
Framework for Marketing
Management, 2nd Edition
Slide 15 in Chapter 10
PLC Stages
Introduction Growth Maturity Decline
Objective: reduce costs and milk the brand
Phase out weak models Cut price Selective distribution Reduce advertising to
levels needed to retain hard-core loyalists
Reduce promotions to minimal levels
OBJECTIVES AND STRATEGIES FOR THE PRODUCT LIFE CYCLE
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PRODUCT LIFE CYCLES
COMMODITY FAD TREND
Annual Sale
s
Time
The challenge is to create successful products that do not become
commodities. But it’s hard to tell the difference.
SUCCESS
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SPECIAL LIFE CYCLES STYLES: Basic and distinctive mode of expression Once accepted, popularity will vary over time
FASHION: A currently accepted or popular style Gains acceptance, peaks, then declines Tend to go in cycles with generations
FADS: Gain rapid acceptance, peak early, and decline
quickly Tend to attract limited market Products that are novel and do not address basic
needs
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NEW-PRODUCT DEVELOPMENT STRATEGY
Strategies for Obtaining New-Product
Ideas
ACQUISITION OF: COMPANIES PATENTS LICENSES
NEW PRODUCTS: ORIGINAL PRODUCTS IMPROVEMENTS MODIFICATIONS
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MAJOR STAGES IN NEW-PRODUCT DEVELOPMENT
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IDEA GENERATION: EXISTING IDEAS’ ANALYSIS
Truly innovative and novel: 3-4%
Rest 96% ?? Modification of existing ideas
Three ways: Enhancement (level up) Extension Specialization
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IDEA GENERATION: IMPROVEMENT/ENHANCEMENT
Improvement/ refinement of features – cheaper, better, faster, more user-friendly.
Examples:
DOS to Windows; Mechanical to quartz watch; Ordinary to flat screen TV; Desktop to laptop to tablet; Propeller engine to jet engine.
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IDEA GENERATION: EXTENSION
Addition of extra features Examples:
Toothbrush with built-in toothpaste; Pen with torchlight; The changing face of mobile phones; Memory sticks with MP3 players; Wristwatch with calculators; Cinema Multiplexes; Day care centers with tuitions; Swiss knife.
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IDEA GENERATION: SPECIALIZATION
Creating your own niche out of a large field.
Examples: Low cost airlines (Ryan Air, Air Deccan); Boutique financial advisory services; Super-specialty hospitals (Fortis Heart Centre); Executive Search firms (CxOs only, finance professionals only).
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IDEA GENERATION: KEY TO INNOVATION
Change is opportunity. Recognize and exploit the
changes that have taken place in the values, perceptions, attitudes, demographics.
Look for new realities and incongruity between people’s perception of the reality and what has become actual reality.
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MAJOR STAGES IN NEW-PRODUCT DEVELOPMENT
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IDEA SCREENING
Process to spot good ideas and drop poor ones.
Develop system to estimate: market size, product price, development time and costs, manufacturing costs, and rate of return.
Evaluate these findings against set of company criteria for new products.
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…DECIDE –memutuskan produk apa yang akan dibuat,
…DISCOVER —mengetahui siapa yang akan membeli produk dan membuatnya unik,
…DEFINE —menentukan apa saja yang ada pada produk,
…DEVELOP —mengembangkan semua aspek pada produk, dan
…DEPLOY —meluncurkan produk ke pasar.
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ideas
Starting point 2nd curve
(peremajaan)
hibah > skema investasi
Skema Investasi >
hibah
inkubasi
waktu
tumbuh
matang
pendapatan
Inovasi
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MAJOR STAGES IN NEW-PRODUCT DEVELOPMENT
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New Product Development
What is a ―New‖ Product? New-to-the-world products New product lines Additions to existing product
lines Improvements and revisions of
existing products Repositioned products Cost reduction products
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PRODUCT DEVELOPMENT
Develop concept into physical product
Calls for large jump in investment
Prototypes are made
Prototype must have correct physical features and convey psychological characteristics
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Q1: WHAT REALLY IS A NEW PRODUCT? New-to-the-world product Breakthroughs, create new market,
change existing consumer behavior
Sony Walkman, FedEx, Internet
New product lines New to organization, not to market
GM Credit card, AT&T cable service
Additions to existing product lines Diet Coke, caffeine-free Coke,
Fidelity on-line service
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IMPROVEMENTS IN REVISIONS TO EXISTING PRODUCTS Made better in terms of
performance or value and/or replace existing products
Windows 2000
REPOSITIONING Target new customer segment or
position for new use/application Arm & Hammer baking soda,
Rogaine
COST REDUCTION SIMILAR BENEFITS AT LOWER
COST Generic drugs, private-label
consumer goods
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CATEGORIES OF NEW PRODUCTS NEW-TO-THE-WORLD
NEW PRODUCT LINES
PRODUCT LINE ADDITIONS
IMPROVEMENTS/REVISIONS
REPOSITIONED PRODUCTS
LOWER-PRICED PRODUCTS
SIX CATEGORIES
OF NEW
PRODUCTS
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WHAT IS A NEW PRODUCT FTC: a product must be new or
changed in a functionally significant or substantial respect. (6 month market introduction time period)
Consumer View: Anything perceived new by the consumer
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Types of ―New‖ Products
Cost
Reduction
11%
Additions to
Existing Lines
26%
Improvementto
Existing
Products
26%
New Product
Lines
20%
Reposition
7%
New to the
World
10%
Management
Perspective Consumer
Perspective
Criteria:
Newness to
the company
Criteria:
Newness to
customer
/humanity
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Importance of NPD
PLC (and PEC) indicate NEW PRODUCTS ARE NEEDED About 1/2 of all profits come from products less than 10
years old
RISK is present: New Products Fail (33%, 80%) Not clear whether failure rate is too high
What is the optimal failure rate??
New Product Development is Expensive
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TWO MAJOR APPROACHES TO NEW PRODUCT DEVELOPMENT
Need Pull Find out what people want and then develop
Technology Push Develop technology and then figure out ways to
apply to needs/wants
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SENSORY EVALUATION
DEFINITION Sensory analysis is a
scientific discipline used to measure, analyse and interpret reactions to the characteristics of food that are perceived by the senses of sight, smell, taste, touch and hearing.
(Institute of Food Technology, USA, 1981)
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HOW WE ―TASTE‖ OUR FOOD
APPEARANCE, COLOUR
ODOUR
TASTE
FLAVOUR TEXTURE
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SENSORY ATTRIBUTES Taste (tongue) Salty
Sweet
Bitter
Sour
Umami
Trigeminal (mouth/nose) Pungent
Astringent
Cooling
Odour (nose) Acidic
Estery
Green
Terpenoid
Spicy
Floral
Brown
Woody
Lactonic
Sulfury
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SENSORY EVALUATION IN INDUSTRY
Shelf-life studies
product development
product matching
product reformulation
taint and off odour
product quality
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MEASURING SENSORY PROPERTIES
Machines can be used for some sensory evaluations
No machine can imitate our senses
Two types of tests Analytical
Consumer
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TYPES OF TEST Analytical Objective Identifying differences Defining the properties
of a food
Consumer Purpose to identify
―Liking‖ or Preference Consumer attitudes
important
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PURPOSE OF TESTS
Analytical Difference
Is there a difference? How great is it?
Descriptive What is the taste? What are its attributes?
Affective Consumer Tests
Do you like this product? What do you like about it?
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USES OF TESTS
Analytical Quality control Product development Production
Consumer Tests Product development Market research Marketing
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TASTE PANELS
Trained Needed for most
analytical tests Untrained Normal for
consumer tests Can be used with
some analytical tests
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• Product life cycle
• Market introduction
• Market growth
• Market maturity
• Sales decline
• Fashion
• Fad
• New product
• Federal Trade
Commission (FTC)
KEY TERMS
• Consumer Product
Safety Act
• Product liability
• Concept testing
• Product managers
• Brand managers
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New Product Development
Importance of New Product Development: Follow changing market demands
To remain competitive
Keep up with changing technology
Replace dying/old products
Diversify product offerings to reduce risks
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TESTING market
potential and technological
feasibility. SCALING UP
to pilot production for selected
projects
DEVELOPMENT of selected ideas and making
prototypes
SCREENING to
eliminate unworthy
ideas
What are the Typical Steps
in Product Development? IDEA GENERATION
of an unlimited number of
ideas
COMMERCIALIZATION
by finalizing product, getting
production facilities, and launching the
product
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MAJOR STAGES IN NEW-PRODUCT DEVELOPMENT
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HORIZONTAL LINKAGE MODEL FOR NEW
PRODUCT INNOVATIONS
ENVIRONMENT
Technical
Developments
ENVIRONMENT
Customer
Needs
ORGANIZATION
General
Manager
R&D
Department
Marketing
Department
Production
Department
Linkage Linkage Linkage
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CONVENIENCE Saving Time,
Energy, Space
PLEASURE/
GRATIFICATION We (our family)
HEALTH/
WELLNESS Well being
Vitality
SAFETY Personal,
Communal
CONSUMER PURCHASE
BEHAVIOR
WHY STUDY CONSUMER TRENDS? Four areas drive ALL consumer purchase behavior
regardless of demographics, psychographics, or ethnicity
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EXAMPLES OF THE FOUR AREAS
HEALTH – Phytosterols in Margarine
NUTRITION & CONVENIENCE – Olestra potato chips
SAFETY – Pasteurized shell eggs
PLEASURE &
CONVENIENCE
RTB - Cookies
CONVENIENCE &
NUTRITION
Low-fat, Low-carb
Portable &
Microwavable
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MAJOR STAGES IN NEW-PRODUCT DEVELOPMENT
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TEST MARKETING
Product and program introduced in more realistic market setting.
Not needed for all products.
Can be expensive and time consuming, but better than making major marketing mistake.
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MAJOR STAGES IN NEW-PRODUCT DEVELOPMENT
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COMMERCIALIZATION
Must decide on timing
Must decide on where to introduce the product
Must develop a market rollout plan.
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MANAGING EXISTING
PRODUCTS
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MANAGING EXISTING PRODUCTS Product Line Extension
Development of a product that is closely related to existing products in the line but meets different customer needs A less expensive, low-risk alternative Many ―new products‖ are really line
extensions.
“Cheerios”
“Honey-Nut
Cheerios”
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MANAGING EXISTING PRODUCTS Product Modifications
A change in one or more characteristics of the product and the elimination of the original product from the product line. Customers must be able to perceive
modification. Extends the product life cycle in an
overcrowded, mature or declining market. Adapts to International markets
Tide Tide with
bleach
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PRODUCT MODIFICATIONS
Feature Modification • functional components
• retool for safety or versatility
Quality Modifications Dependability durability
Style Modification •Reposition, change Image, redesign
Aesthetic Modifications •Change the sensory appeal such as taste, texture, sound, smell, or appearance
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SOME WIN, BUT MANY LOSE ―LITE,‖ ―LOW FAT‖ ERA
In 2005, sales of these products decreased significantly; did not result in
benefits and products did not meet consumer sensory expectations.
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WHY DO NEW PRODUCTS FAIL? Failed consumer expectations
Promotional failure
Positioning failure
Timing Failure
Cultural Failure (Internal / External)
Technical Failure
Financial Failure
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FACTORS COMMON TO SUCCESSFUL NEW PRODUCTS
Unique and superior product
Homework done prior to start of development
Early product definition
Strong market orientation
Quality execution of marketing, technological and production activities
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WHY SOME NEW PRODUCTS SUCCEED
SUCCESS FACTORS Good match between product and market needs
Adequate target market size
Offers a clear, meaningful benefit
Distinguishable from substitute products
Offers unique, superior value
Organizational commitment to new product development
FAILURE FACTORS
Poor match between product and market needs
Overestimation of market size
Incorrect positioning
Inappropriate price
Inadequate distribution
Poor promotion