Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Innovation and New Product Strategy
Pertemuan 14
Buku 1 Hal: 236-265
Learning Objective
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Innovation as a Customer Driven Process
New Product Planning
Idea Generation
Screening, Evaluating, and Business Analysis
Product and Process Development
Marketing Strategy and Market Testing
Commercialization
Variation in the Generic New Product Planning
Process
Bina Nusantara
The Innovation Strategy Spells Out Management’s Priorities for
New Product Opportunities
1. Set specific New Product Objectives.
2. Communicate the role of New Products throughout
the organization.
3. Define the areas of strategic focus:
Product Scope
Markets
Technologies
4. Include longer term discontinuous projects in the
portfolio along with incremental projects.
NEW PRODUCT PLANNING PROCESS
Customer
Needs
Analysis
Idea
Generation
Screening
and
Evaluation
Business
Analysis
Marketing
Strategy
Development
Product
Development
Testing
Commercialization
Achieving Cross-Functional
Interaction and Coordination
R&D
Operations
Marketing
Finance
Responsibility for New Product Planning
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Coordination of new product activities by a highlevel general manager
Inter-functional coordination by a team of new
product planning representatives
Creation of a project task force responsible for
new product planning
Designation of a new products manager to
coordinate planning between departments
Formation of matrix structure for integration
new product planning with business functions
Creation of a permanent design center
SCREENING, EVALUATING, AND BUSINESS ANALYSIS
IDEA GENERATION
SCREENING
(fit/feasibility)
CONCEPT EVALUATION
BUSINESS ANALYSIS
Alliances/
Acquisition/
Licensing
National
Policy
Creative
Methods
Direct
Search
Technological
Innovation
METHODS
OF
GENERATING
IDEAS
Linking
Marketing
and Technology
Exploratory
Customer
Studies
Facilitating
Lead User
Analysis
Business Analysis
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Revenue Forecasts
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Preliminary Marketing Plan
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Cost Estimation
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Profit Projections
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Other Considerations
PRODUCT AND PROCESS DEVELOPMENT
NEW
PRODUCT
CONCEPT
PRODUCT
DEVELOPMENT
AND USE
TESTING
MARKETING
STRATEGY
DEVELOPMENT
MARKET
TESTING
LAUNCH
Product and Process Development
• Development of the new product includes:
– Product design
– Packaging design
– Decisions to make or purchase product
components
• Product Development Process:
– Product Specifications
– Industrial Design
– Prototype
– Use Tests
– Process Development
• Collaborative Development
MARKETING STRATEGY AND MARKET TESTING
 Marketing Strategy Decisions
– Market Targeting
– Positioning Strategy
 Market Testing Options
– Simulated Test Marketing
– Scanner – Based Test Marketing
– Conventional Test Marketing
– Testing Industrial Products
– Selecting Test Sites
– Length of the Test
– External Influences
COMMERCIALIZATION
The Marketing Plan
– Complete marketing strategy
– Responsibilities for execution
– Cross – functional approach
Monitoring and Control
– Real – time tracking
– Role of the Internet
– Include product performance metrics with
performance targets
Marketing Strategy
Market Target(s)
Objectives
Marketing
Program(s)
VARIATIONS IN THE GENERIC NEW
PRODUCT PLANNING
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Technology Push Processes
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Platform Products
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Process – Intensive Products
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Customized Products