【优质】Products,NewProductDevelopmentProcess,Branding.ppt

Industrial goods raw materials and parts natural and manufactured raw material, components, subassemblies/modules, semi-knocked down kits capital items Installations - buildings and plant Equipment - portable factory equipment and office equipment turnkey projects supplies / consumables and business services operating supplies (paper, lubricants); maintenance/repair items (paint) and maintenance / repair service(Copier repair), business advisory services (legal, management consulting, advertising) Empirical Generalization: Always (Almost)Looks Like a Bass Curve Color TV Forecast 1966 An Empirical Generalization Another Example 35 mm Projectors Another Example: Overhead Projectors Capture Law- DRAMSNorton and Bass: Management Science (1987)Sloan Management Review (1992) Capture Law-Mainframes-Beautiful! Effects of Different Prices Boston Consulting Group- Growth share matrix. Shell International directional policy matrix Mc Kinsey/GE Business Array Product performance matrix Developing New Products New product development decision process General foods, for example, had the following experience over a 10 year period. 4. Cross-functional integration in new product strategy Developing New Products Why are brands built …..cont In a modern technological world, branding is a way of simplifying decision making and a way of reducing risk of consumers Branding offers legal protection for unique features of a product : - brand naming through registered trademarks - manufacturing process through patents - packaging and designs through copyrights Brands are thus valuable pieces of legal property 9. Brands can develop associations with a certain level of quality Product Line Length Management Product line objectives would be to induce both up selling and cross selling High Market share seeking firms will have longer product lines. High profitability seeking firms will have shorter lines of important / more profit product items. Product l