![Objectives ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Destaque (16)
Semelhante a Chapter 8 ar-fiii
Semelhante a Chapter 8 ar-fiii (20)
Mais de Randy Hawthorne
Mais de Randy Hawthorne (13)
Chapter 8 ar-fiii
- 1. Chapter 8 New-Product Development and Product Life-Cycle Strategies
- 6. Why do products fail? See if you can identify the fatal flaw in the brands below and at right. Discussion Question Buttermilk Shampoo Fruit of the Loom Laundry Detergent Ben-Gay Asprin
- 7. Figure 8-1: Major Stages in New-Product Development
- 9. Nike acquired Converse in 2003 for $305 million
- 20. Daimler is currently road-testing its prototype NECAR 5 (New Electric Car)
- 28. Sales and Profits Over A Product’s Life
- 32. Figure 8-3: Styles, Fashions, and Fads
- 33. Companies want their products to enjoy a long life cycle. Hershey’s actively promotes the fact that it has been “unchanged since 1899”
- 35. The Category Product Life Cycle Total Retail Sales Introduction Growth Maturity Decline Time Introduction Growth Maturity Decline Strategy variable Target market High-income Middle-income Mass market Low-income Innovators adapters and laggards Variety One basic Some variety Greater variety Less variety offering Distribution Limited or More retailers More retailers Fewer Intensity extensive retailers Price Penetrating Wide range Lower prices Lower prices or skimming Promotion Informative Persuasive Competitive Limited
- 45. Reinvigorating a Brand In an effort to reclaim its lost market share, Levi's promotes new styles
Notas do Editor
- Ford lost $350 million on its Edsel automobile RCA lost $580 million on its SelectaVision videodisc player Texas Instruments lost a staggering $660 million before withdrawing from the home computer business new consumer packaged goods (consisting mostly of line extensions) fail at a rate of 80 percent
- Nike is no stranger to new products. They design continuously. They also acquire new products, including Converse retro style sneakers.
- you must first generate hundreds and potentially thousands of unconventional strategic ideas in order to get one good one Major sources of new-product ideas include internal sources and external sources such as customers, competitors, distributors and suppliers, and others Intrapreneurial are programs that encourage employees to think up and develop new-product ideas. The search for new-product ideas should be systematic rather than haphazard For example, 3M's well-known "15 percent rule" allows employees to spend 15 percent of their time "bootlegging"—working on projects of personal interest, whether those projects directly benefit the company or not. The spectacularly successful Post-it notes evolved out of this program BofA
- Active exercise 10.3 about product failure
- Smart Car at http://www.smart.com See concept development example in activebook GE electric car
- The target market is younger, well-educated, moderate-to-high-income individuals, couples, or small families seeking practical, environmentally responsible transportation. The car will be positioned as more economical to operate, more fun to drive, and less polluting than today's internal combustion engine or hybrid cars, and as less restricting than battery-powered electric cars, which must be recharged regularly. The company will aim to sell 100,000 cars in the first year, at a loss of not more than $15 million. In the second year, the company will aim for sales of 120,000 cars and a profit of $25 million. The fuel-cell-powered electric car will be offered in three colors—red, white, and blue—and will have optional air-conditioning and power-drive features. It will sell at a retail price of $20,000—with 15 percent off the list price to dealers. Dealers who sell more than 10 cars per month will get an additional discount of 5 percent on each car sold that month. An advertising budget of $30 million will be split 50-50 between national and local advertising. Advertising will emphasize the car's fun spirit and low emissions. During the first year, $100,000 will be spent on marketing research to find out who is buying the car and their satisfaction levels. DaimlerChrysler intends to capture a 3 percent long-run share of the total auto market and realize an after-tax return on investment of 15 percent. To achieve this, product quality will start high and be improved over time. Price will be raised in the second and third years if competition permits. The total advertising budget will be raised each year by about 10 percent. Marketing research will be reduced to $60,000 per year after the first year.
- To estimate sales, the company might look at the sales history of similar products and conduct surveys of market opinion. It can then estimate minimum and maximum sales to assess the range of risk. After preparing the sales forecast, management can estimate the expected costs and profits for the product, including marketing, R&D, operations, accounting, and finance costs. The company then uses the sales and costs figures to analyze the new product's financial attractiveness.
- Develop the smart and test it.
- With the smart car, they give it to employees to take home over night. Have consumers drive it.
- For example, it launched its Palmolive Optims shampoo and conditioner first in Australia, the Philippines, Hong Kong, and Mexico, then rapidly rolled it out into Europe, Asia, Latin America, and Africa. However, most international companies now introduce their new products in swift global assaults. Colgate introduced its Actibrush battery-powered toothbrush into 50 countries in a year, generating $115 million in sales
- For example, styles appear in homes (colonial, ranch, transitional), clothing (formal, casual), and art (realist, surrealist, abstract). Once a style is invented, it may last for generations, passing in and out of vogue For example, the more formal "business attire" look of corporate dress of the 1980s and early 1990s has now given way to the "business casual" look of today. Fashions tend to grow slowly, remain popular for a while, then decline slowly. "Pet rocks" are a classic example of a fad
- Depends whether talking about milk or low carb…