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“New Product Launch” Marketing Strategy กลยุทธ์การตลาดเพื่อการวางสินค้าใหม่
โดย ดร.วิชัย ว่องศิลป์วัฒนา
วิทยากรและที่ปรึกษาด้านการขายและการตลาดอีกทั้งยังเป็นอดีตผู้บริหารการตลาดและการขายของบริษัท FMCG ชั้นนำ ของประเทศและภูมิภาค AEC เช่น บริษัท Procter & Gamble ( P&G ), Pepsi Cola, Foremost, Gillette, Nestle, Osotspa, TOA ฯลฯ
ผู้เขียนหนังสือด้านการตลาดและการขาย เช่น 50 จุดพลิกสู่ยอดผู้นำ 4.0,50 เคล็ดลับบริหารธุรกิจฉบับ CEO ระดับโลกยุค AEC, การเจรจาต่อรอง Version 3.0 แบบชนะสามฝ่าย ฯลฯ
Duration : 2 Days ( 12 hrs )
Training Topics :
Learning Objectives
1. How can new products be categorized?
2. What challenges does a company face in developing new products and services?
3. What organizational structures and processes do managers use to oversee new-product development?
4. What are the main stages in developing new products and services?
5. What is the best way to manage the generation of new ideas
6. What is the best way to manage concept and strategy development?
7. What is the best way to manage the commercialization of new products?
8. What factors affect the rate of diffusion and consumer adoption of newly launched products and services?
Training Topics
- New-Product Options
- Buy other companies
- Buy patents from other companies
- Buy a license or franchise from another company
- New-to-the-world items
- Improvine existing products
- Challenges in New-Product Development
- The innovation imperative
- Continuous innovation is a necessity
- Incremental innovation vs. disruptive technologies
- New-Product Failure
- Organizational Arrangements
- Budgeting for New-Product Development
- Organizing New-Product Development
- New-product development concepts
New-Product Development Process
- Generating Ideas
- Interacting with employees
- Interacting with outsiders
- Studying competitors
- Adopting creativity techniques
- Ways to Find New-Product Ideas
- Ways to draw new ideas from customers
- Adopting creativity techniques
Forces Fighting New Ideas
- Using Idea Screening
- Using Idea Screening
- The company can monitor and revise its estimate of the product’s overall probability of success, using the following formula:
- Concept to Strategy
- Concept development
Product-positioning map
Brand-positioning map
- Concept to Strategy
- Concept testing responses
- Concept to Strategy
- Conjoint analysis
- Deriving the utility values that consumers attach to varying levels of a product’s attributes
- Utility Functions in Conjoint Analysis
- Concept to Strategy
- Marketing strategy development following a successful concept test
- Target market’s size, structure, & behavior; the planned brand positioning; the sales, market share & profit goals in first few years
- Planned price, distribution strategy, and marketing budget for the first year
- Long-run sales & profit goals and marketing-mix strategy over time
- Concept to Strategy
- Business analysis
- Estimating total sales
- Product Life-Cycle Sales for Three Types of Products
Concept to Strategy
Estimating costs and profits
Development to Commercialization
Product development
- Physical prototypes
- Customer tests: alpha & beta testing
- Development to Commercialization
- Market testing
- Consumer-goods market testing
- Business-goods market testing
- Methods of Consumer-Goods Market Testing
- Development to Commercialization
- Commercialization: When (Timing)
- Development to Commercialization
- Commercialization
- Where (Geographic Strategy)
- To Whom (Target-Market Prospects)
- How (Introductory Market Strategy)
- The Consumer-Adoption Process
- Adoption
- An individual’s decision to become a regular user of a product
- Stages in the
Adoption Process
- Factors Influencing the Adoption Process
- Readiness to try new products and personal influence
- Factors Influencing the Adoption Process
- Characteristics of the innovation
- Factors Influencing the Adoption Process
- Organizations’ readiness to adopt innovations
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