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NEW PRODUCT
1
New Product
IDEATION Development
Strategy
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style

Distinguish Your Brand From Your Competitors New Product Types


JUST NOTICEABLE
DESIREBILITY DELIVERABILITY
DIFFERENT RISKS New to the World
GOALS
New Category Entry
NEWER
POINTS OF DIFFERENT BETTER
Addition to Product Lines
EASIER
POINTS OF PARITY FASTER Product Improvement
SAFER
CHEAPER
Repositioning
MARKET
PRODUCT
INDUSTRIAL
REGULATIONS Cost Reduction RESOURCES
STANDARDS
DEFINITION

Company Costumer Channel Collaborator Competitor

2. HOW TO FIND THE NEW IDEA


COMPANY DRIVEN 3. Ideation Approaches
GROUP RELATIONSHIP SCENARIO
CREATIVITY ANALYSIS ANALYSIS ATTRIBUTE ANALYSIS
Examining available products
NEED ASSESMENT
Focusing on the wants and needs
GAP ANALYSIS
NEW PRODUCT IDEATION Identifying marketed product portfolio gap by developing perceptual mapping
RELATIONSHIP ANALYSIS
Developing new relationship between things not normally related
SCENARIO ANALYSIS
Forecasting future environments to explore new ideas
MARKET DRIVEN
GROUP CREATIVITY
Using group synergy to come up with new ideas
ATTRIBUTE NEED
GAP ANALYSIS
ANALYSIS ASSESSMENT

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3.1. Attribute Analysis


Developing lists of characteristic, uses, or
benefits pertaining to a particular product category
by using tools:
DIMENSIONAL ANALYSIS
Listing all physical characteristic of a product type
BENEFIT CHECKLIST
Listing all relevant questions whose answer may provide
insight into new product possibilities

3.1.1 Dimensional Analysis: Soap


Product Aroma Cosmetically Benefits Healthy Product
3.1.2 Benefit Checklist: soap
Form Benefits Color

Liquid Flower Cleaning Anti White


Can it serve as an anti aging?
bacterial
Solid
Powder
Fruit
Therapy
Moisturizing
Whitening Blood
Yellow
Pink
Can it serve as an anti mosquito?
Circulation
Jelly
Foam
Aroma
Nature
Nutrition
Anti Acne
Enhancer
Green
Orange
Can it serve as a lasting perfume?
Anti
Paper Oil Reducer oxidation Red Can it serve as a fur tresher?
Anti Aging Grey
Perfuming Brown Can it serve as a whitening?
Anti UV Black
Can it serve as a relaxer?

3.2. Need Assessment 3.2.1. Problem Analysis: Soap

Identifying unsatisfied consumer needs or reveal Developing an inventory of customer problems in a


problems that are not solved by existing products particular product to serve as a basis for new product
using tools: 1. Less foam
2. Makes skin dry
3. Makes skin irritated
4. Hard to hold
5. Perfume is not lasting
6. Solid Soap: Easy to melt
7. Liquid Soap: Easy to become hard

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3.2.2. Benefit Structure Analysis 3.3. Gap Analysis


Determining specific benefits are desired by Determining how various brands are perceived
customers within a particular product and identifies relative to each other.
perceived deficiencies in what is currently provided.
Add something: profit, status, pleasure
Give something: friend, money, influence
Save something: time, space, energy, cost
Protect something: life, wealth, position in organization
Reduce something: risk, loss, shy
Improve something: performance, health, ability

3. 4.1. Gap Analysis


Aroma
3.4. Relationship Analysis
Stimulating creativity by examining relationship
between things that are normally not considered.
Examples:
Soap vs. Tired
Anti Soap vs. Stamina
Bacterial
Soap vs. Stress

3.5. Scenario Analysis 3.6. Group Creativity


Identifying opportunities by capitalizing on Assembling a group of knowledgeable participants and
projected future environments and associated soliciting as many as possible about a product.
consumer needs. Focus Group:
Financial Analyst
Examples: Bath culture in 2050
Doctor
Marketing Consultant
Psychologist
Chemist Lab Analyst
Sociologist

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3.6.1. Idea Screening

Capital investment requirements


Distribution channels
Product development time
2
Competitive environment Creative
Corporate culture Thinking
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Projected market size & growth style
Potential return on investment
Technological challenge

Product Levels: The Customer Value Hierarchy


POTENTIAL 1.1. Product Levels
AUGMENTED
CORE BENEFIT
EXPECTED Fundamental benefit
BASIC PRODUCT
Basic version of the product (features) to deliver its core benefit.
BASIC EXPECTED PRODUCT
POTENTIAL PRODUCT A set of expected performance of basic product.
POTENTIAL AUGMENTED PRODUCT
CORE
A set of supporting services to facilitate products functional value.
POTENTIAL PRODUCT
Augmentation & transformation in the future (all levels)

Creative Thinking Directions SCAMPER


A Checklist of idea spurring questions.
CUSTOMER SCAMPER EASIER
Subtitute something
VALUES SUBTITUTE
LIGHTER Combine it something else
COMBINE
CUSTOMER SAFER Adapt something to it
RISKS ADAPT
SMALLER Modify or magnify it
MODIFY Put it to some other use
CUSTOMER CHEAPER
PROBLEMS OTHER USE
FASTER
Eliminate or minify something
ELIMINATE Reverse or rearrange it
POINTS OF GREENER
PARITY REVERSE STRONGER

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1.1.Substitute 1.2. Combine


Automotive
Soy Bean +
Milk Tobacco
Pipe
Vs.

Coconut
Milk

1.3. Adapt 1.4. Modify


KEVINWARNOCK.COM
FASHION Vs. ENERGY?

1.5. Eliminate/Minify 1.6. Other Use

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1.7. Reverse

SMALLER IS BETTER?

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