新产品开发与产品生命周期策略

New-ProductDevelopmentandProductLife-CycleStrategies,新产品开发与产品生命周期策略,10-1,Objectives目标,Understandhowcompaniesfindanddevelopnew-productideas.Learnthestepsinthenew-productdevelopmentprocess.Knowthestagesoftheproductlifecycle.Understandhowmarketingstrategieschangeduringtheproductslifecycle.,解释公司如何寻找并开发新产品构思列举并定义新产品开发程序描述产品生命周期的各个阶段描述产品生命周期中相应的营销策略,10-2,$50billioninprofitsover27yearsEarlynew-productdevelopmentreliedheavilyoncopyingthecompetition$4.2billionannuallyinvestedinRmostareeliminated.,新产品开发步骤步骤二：构思筛选在以后的产品开发过程中，成本会上升很快新产品构思要依据标准进行审核，大多数要除去,10-7,NewProductDevelopmentStrategy新产品开发策略,NewProductDevelopmentProcess:Stage3:ConceptDevelopmentandTestingProductconceptsprovidedetailedversionsofnewproductideas.Concepttestsasktargetconsumerstoevaluateproductconcepts.,新产品开发步骤：步骤三：概念发展和测试产品概念提供详细的新产品特点概念测试要求目标顾客评价产品概念。,10-8,NewProductDevelopmentStrategy新产品开发策略,Stage4:MarketingStrategyDevelopmentStrategystatementsdescribe:Thetargetmarket,productpositioning,andsales,share,andprofitgoalsforthefirstfewyears.Productprice,distribution,andmarketingbudgetforthefirstyear.Long-runsalesandprofitgoalsandthemarketingmixstrategy.,步骤四：营销策略开发策略计划描述目标市场、产品定位和销售量，市场份额以及开始几年的利润目标产品价格、分销策略和营销预算长期销售量、利润目标、营销组合,10-9,NewProductDevelopmentStrategy新产品开发策略,NewProductDevelopmentProcess:Stage5:BusinessAnalysisSales,cost,andprofitprojectionsStage6:ProductDevelopmentPrototypedevelopmentandtesting,新产品开发步骤步骤五：商业分析销量、成本、利润计划步骤六：产品开发原型开发和测试,10-10,NewProductDevelopmentStrategy新产品开发策略,NewProductDevelopmentProcess:Stage7:TestMarketingStandardtestmarketsControlledtestmarketsSimulatedtestmarketsStage8:Commercialization,新产品开发步骤：步骤七：市场测试标准市场测试控制市场测试摸拟市场测试步骤八：商品化,10-11,TheTypicalProductLifeCycle(PLC)HasFiveStagesProductDevelopment,Introduction,Growth,Maturity,DeclineNotallproductsfollowthiscycle:FadsStylesFashions,典型的产品生活周期有五个步骤产品开发、介绍、成长、成熟、衰退并非所有产品都呈现这样的周期曲线热潮风格时尚,ProductLife-CycleStrategies产品生命周期策略,10-12,ProductLife-CycleStrategies产品生命周期策略,Theproductlifecycleconceptcanbeappliedtoa:Productclass(softdrinks)Productform(dietcolas)Brand(DietDr.Pepper)UsingthePLCtoforecastbrandperformanceortodevelopmarketingstrategiesisproblematic,产品生命周期概念可以应用于：产品类别（软饮料）产品形式（健怡可乐）品牌用产品生命周期来预测品牌表现或发展营销策略是有问题的,10-13,Productdevelopment产品开发,当公司产生新产品观念时开始销量为零投资成本很高利润为负,Beginswhenthecompanydevelopsanew-productideaSalesarezeroInvestmentcostsarehighProfitsarenegative,10-14,Introduction介绍期,低销售额单位顾客成本高亏本创新者竞争很少,LowsalesHighcostpercustomeracquiredNegativeprofitsInnovatorsaretargetedLittlecompetition,10-15,IntroductionStage介绍期,ProductOfferabasicproductPriceUsecost-plusbasistosetDistributionBuildselectivedistributionAdvertisingBuildawarenessamongearlyadoptersanddealers/resellersSalesPromotionHeavyexpenditurestocreatetrial,产品提供基本产品定价成本加成法分销建立选择分销广告在早期使用者和经销商建立知名度促销加强促销引诱试用,10-16,Growth成长期,销量剧增单位顾客成本一般利润增长早期试用者竞争增多,RapidlyrisingsalesAveragecostpercustomerRisingprofitsEarlyadoptersaretargetedGrowingcompetition,10-17,Growth成长期,ProductOfferproductextensions,service,warrantyPricePenetrationpricingDistributionBuildintensivedistributionAdvertisingBuildawarenessandinterestinthemassmarketSalesPromotionReduceexpenditurestotakeadvantageofconsumerdemand,产品扩大服务保证价格渗透市场价格法分销密集分销广告在大众市场建立知名度并引起兴趣促销减少促销，利用使用者需求,10-18,Maturity成熟期,销售高峰单位顾客成本低利润高中期大众竞争稳中有降,SalespeakLowcostpercustomerHighprofitsMiddlemajorityaretargetedCompetitionbeginstodecline,10-19,Maturity成熟期,ProductDiversifybrandandmodelsPriceSettomatchorbeatcompetitionDistributionBuildmoreintensivedistributionAdvertisingStressbranddifferencesandbenefitsSalesPromotionIncreasetoencouragebrandswitching,产品品牌和型号多样化价格与竞争者抗衡或胜于它们分销建立更密集分销广告强调品牌差异和利益促销加强促销，鼓励转换品牌,10-20,Decline衰退期,销售衰退单位顾客成本低利润下降落后者竞争下降,DecliningsalesLowcostpercustomerDecliningprofitsLaggardsaretargetedDecliningcompetition,10-21,Decline衰退期,ProductPhaseoutweakitemsPriceCutpriceDistributionU