The presentation provides an overview of a new product. It includes sections on screening product ideas, analyzing the market and customers, conducting a product life cycle analysis, and using tools like the BCG matrix to evaluate the product. The slides are fully editable and intended to help explain the product concept, conduct market research, and develop a business case to assess the product's potential profitability prior to launch.

1. Example Presentation
About New Product
Your Company Name

2. Agenda
01
Agenda
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02
Agenda
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03
Agenda
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04
Agenda
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2

3. Outline
Product idea screening
New product analysis
Product lifecycle
Tools & techniques
Market analysis
Development plans
Branding & repositioning
Cost analysis
Product feasibility & review
3

4. Product Idea
Screening
New Product Introduction01
New Product Detailed Overview02
Understanding Customer Needs03
External Sources of Ideas04
Internal Sources of Ideas05
Product Roadmap06
4

5. Explain the product idea in brief:
e.g. to lock and unlock door from your smartphone
• Explain the product idea in detail for e.g.
Requirement of the product
• Technology used
• Benefits
Product Details
New Product
Introduction
Now is the best time to
explain your product idea
in an effective manner so
that the audience gets
immersed in it right from
the beginning
5

6. New Product Detailed Overview
Product Detailed
Strategic
• Degree to which project aligns with business strategy
• Strategic importance
Product Advantage
• Unique benefits
• Meets customer needs better
• Value for money
Market Attractiveness
• Market size
• Market growth
• Competitive situation
Synergies
• Market synergies
• Technological synergies
• Manufacturing/processing synergies
Technical Feasibility
• Technical gap
• Complexity
• Technical uncertainty
Profitability Analysis
• Expected profitability (Magnitude ; E. G. NPV )
• Return(e.g. IRR)
• Payback Period
• Low cost and fast to do
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This step is crucial to
ensure that unsuitable
ideas are rejected as
soon as possible as Ideas
need to be considered
objectively
6

7. Understanding
Customer
Needs
Understand your customer:
are they a small private company or a big MNC?
01
What they do:
Understand their occupation and interest?
02
When they buy:
Understand the purchasing cycle of your customer
03
How they buy:
Website, App, in-person?
04
What they expect of you:
if your customers expect reliable delivery and you don't
disappoint them, you stand to gain repeat business
05
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7

8. External Source of
New Product Ideas
Learning
From
Overseas experience transferring
foreign products
Competitors Learning from competition
Market
Research
Locating areas of consumer
dissatisfaction with current products
‘Fallout’ form predictions of changing
economic and social conditions
Long
Range
Studies
Analysis of existing product
perceptions
Market
Gap
Analysis
Studying activities to identify
unsatisfied needs
Consumer
Activity
Analysis
Some possible sources
of data has been listed
out to give you a fair
idea, and it can be
altered as per your
requirement
8

9. Internal Sources of
New Product Ideas
Management
• Strategic Planning
• Marketing Manager
Sales Force
Innovation
Group Meetings
Stockholders
Employee
Suggestions
Research and
Engineering
• Product Testing
• Product Enhancement
• Brainstorming
• Accident
9

10. Product Roadmap
Tech Support Portal
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Public API
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Data Logging Module
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Chrome Support
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Bootstrap Upgrade
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Product Launch
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Q1 FY18 Q2 FY18 Q3 FY18 Q1 FY19 Q2 FY19 Q3 FY19
10

11. New Product
Analysis
Detailed Analysis01
Category Analysis02
Category Analysis - Example Slide03
Porter’s Five Forces Analysis04
11

12. Detailed Analysis
S
Strengths
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W
Weakness
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F
Features
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B
Benefits
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12

13. Category Analysis
• What is the most common pack size in the category?
• Are products sold individually or in multipacks?
• If products are sold in multipacks what is the number of
products in a pack?
• Do multipacks format products differ in size to those sold
individually?
• What material is used for packaging?
Packing formats types &
materials
• Are the products packaged and sold in a way to
encourage single- serve consumption or sharing?
• Is there focus on the convenience of the product?
• Do health claims encourage the consumer to purchase
the product –if so what are the health trends focused
around losing weight, added vitamins?
Consumption Drivers
• What are the common claims made by
products in the category- for example, no
added sugar, GM free perfect for lunchboxes,
5-A-day etc.?
• What are the key themes of the claims-health,
convenience?
Positioning Claims/trends
• What is the price in the category (lowest-highest)?
• What is the average price in the category?
• Does the price premium change according to the size
of the product?
Price
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Once the concept has
been tested and finalized,
a business case needs to
be put together to assess
whether the new
product/service will be
profitable
An example of a
business case has
been mentioned on the
next slide
13

14. Category Analysis – Example Slide
Positioning claims/trends
• Claim 1 (eg. Not from concentrate)
• Claim 2 (No added sugar)
• Claim 3
• Claim 4
Price
• Price 1 ($3 per carton)
• Price 2
• Price 3
• Price 4
Consumption drivers
• Driver 1 (Example Volume of
consumption)
• Driver 2
• Driver 3
• Driver 4
Packaging
• Package 1 (1L carton )
• Package 2
• Package 3 Plastic bottle (750ml, 900ml,
1.25l, 1.35l)
• Package 4
Promotion
• Promotion1 (eg. Discounts)
• Promotion2
• Promotion3
• Promotion4
Products
• Product 1(Example Juice)
• Product 2
• Product 3
• Details 1
• Details 2
• Details 3
Details Which products dominate
(Example, Carton vs Small Packs)
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14

15. Porter’s Five Forces Model
Intensity of Rivalry
SBO: Look for more than just a
cheap quote.
D: Be a champion and play nice
SBO: Seek to develop long term
relationships with designers you hire.
D: Seek to objectively prove the quality
of your work.
Barriers to Entry
SBO: Reward diversity and be specific
about the results you want to achieve with
design.
D: Be confident about your prices and
prove your worth.
Substitutes
SBO: Don’t judge a designer by the presence of
Apple stuff and use of trendy terms.
D: Try new technologies and learn continuously.
Bargaining Power of
suppliers
SBO: Lead inqueries with a budget
range.
D: Diversify your income stream.
Bargaining Power of
Buyer
Its a framework for analyzing
the level of competition within
an industry and business
strategy development to derive
five forces that determine the
competitive intensity and
therefore the attractiveness of
an industry
15

16. Product Life
Cycle
Repositioning a Product01
Decline Stage05
Maturity Stage04
Growth Stage03
Introduction Stage02
16

17. Product Life Cycle Stages
Researching, developing
and then launching the
product.
Introduction
Sales are increasing
at their fastest rate.
Growth
Sales are near their highest,
however the rate of growth
is slowing down.
Maturity
The final stage of the
cycle, sales begin to fall.
Decline
01 03 0402
17

18. Introduction Stage
Targets
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Innovators are
targeted
Cost
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High cost per
customer
acquired
Competition
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Little
competition
Profits
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Negative
profits
Sales
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Low sales
18
This stage of the cycle
could be the most
expensive for a company
launching a new product in
which these 5 factors play a
key role

19. Growth Stages
Product
Quality
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Pricing
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Distribution
Channels
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Promotions
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The growth stage is
typically characterized by a
strong growth in sales and
profits, and because the
company can start to
benefit from economies of
scale in production, profit
margins will increase
19

20. Maturity Stage
Characteristics
Sales (Peak Sales)
Costs (Low cost per customer)
Profits (High Profits)
Marketing Objectives (Maximize profit while defending market Share)
Product (Diversify Brand & Models)
Price (Price to match or best competitors)
Distribution (Build more intensive distribution)
Advertising (Stress brand differences & benefits)
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Sale is at peak so:
• Enhance product features to
make it more appealing than
competitors
• Reduce prices due to stiff
competition
• Promote the factors
differentiating your product
from others
20

21. Decline Stage
Characteristics
Sales (Declining Sales)
Costs (Low cost per customer)
Profits (Declining Profits)
Marketing Objectives (Reduce expenditure & milk the brand)
Product (Phase out weak items)
Price (Cut Price)
Distribution (Phase out unprofitable outlets)
Advertising (reduce only to loyal customers)
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Sale is declining so:
• Maintain The Product, Possibly
Rejuvenating It By Adding
New Features And Finding
New Uses
• Reduce Costs And Continue
The Offer
• Discontinue The Product
21

22. BCG Matrix01
Ansoff Matrix02
Empathy Map03
Kano Model04
Tools &
Techniques
22

23. BCG Matrix
HighLow Market Share
HighMarketGrowth
High in market share and growth. Likely
best-performing product in portfolio.
Nurture sales
Star
Low in market share and growth.
Consider renovating or divesting product
Dog
High in market share, low in growth.
Use profits to fund NPD
Cash Cow
Low market share and high growth.
Value to business uncertain
Question Mark
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There are two axes. The horizontal
axis measures market share from low
to high; the vertical axis measures
market growth from low to high. Apply
this criteria to each product you sell in
order to plot them on the chart.
Wherever possible use market and
sales data; for example, you could
compare growth in sales against the
growth in the total market. In the
absence of data, use your best
judgment
23

24. Ansoff Matrix
NewExisting Products
NewMarkets
Selling existing products to new
customers
Market Development
Selling more of your existing products
to existing customers
Penetration
Selling new product to new markets
Diversification
Selling new products to existing
customers
Product Development
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Use the matrix to help you consider
your strategic options and determine
the necessity for new product
development. For example, your
market analysis may conclude that
there is plenty of opportunity for selling
your current range of products to your
current range of customers by
penetrating the market with promotional
strategies, such as multi-buy offers, to
build loyalty
24

25. Empathy Map
What does he/she Think and Feel?
• What really counts
• Major preoccupations
• Worries and aspirations
What does he/she Say and Do?
• Attitude in public
• Appearance
• Behavior toward others
What does he/she See?
• Environment
• Friends
• What the market offers
What does he/she Hear?
• What friends say
• What boss says
• What influencers say
Gain
• Wants/needs
• Measure of success
• Feels
• FrustrationsPain
First, brainstorm to come up with all the
possible customer segments to whom
you might want to sell your product.
Choose the customer that you think is
most likely to buy your product. Give
them a name and some demographic
characteristics, such as marital status,
income, children and so on. Then,
using the diagram answer the following
six questions:
25

26. KanoMap Very
satisfied
Very
dissatisfied
Need
executed poorly
Need
executed well
Excitement Attributes
Performance Attributes
Threshold Attributes
Time
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The model is divided into three distinct
categories:1. Must be (basic) attributes.
These are taken for granted attributes that the
product must have and if they are unfulfilled
consumers may be dissatisfied
2. One dimensional (performance)
attributes. These result in customer
satisfaction when fulfilled and dissatisfaction
when not fulfilled. 3. Attractive (excitement)
attributes. Their absence does not cause
dissatisfaction but their presence can delight
customers
26

27. Market
Analysis
Market Segmentation01
Product Market Mapping02
Competitive Strategies03
Market Attractiveness04
27

28. Market Segmentation
Geographic
• Region
• Country
• Population
• Climate
Demographic
• Age
• Gender
• Nationality
• Ethnicity
• Occupation
• Income
• Family Size
Psychographic
• Lifestyle
• Personality
• Values
• Interest
Behavioral
• Brand Loyalty
• Benefits Sought
• User Status
• Usage Rates
• Occasion
• Readiness to buy
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28

29. Product Market Mapping
MarketAttractiveness
MoreLess
MoreLess
Competitive Strength
Product Market Map
Need to calculate whether benefits of
an attractive market outweigh the
cost of investment to increase
competitiveness
Client is all advised to enter
this product line
Best fit product line for the
client
Move the circles and the
text boxes as per your
company’s competitive
strength & market
attractiveness
29

30. Competitive Strategies
Competitive Advantage
CompetitiveEdge
Differentiation
Broad Differentiation
Strategy
When a firm seeks to be unique in its
industry along some dimensions that
are widely valued by buyers
Focused Differentiation
Strategy
When a firm seeks differentiation in
its target segment
NarrowTarget
Focused Low Cost
Strategy
When a firm seeks a cost advantage in
its target segment
Lower Cast
BoardTarget
Overall Low-cost
Provider Strategy
When a firm sets out to become the
low cost producer in its industry
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30

31. Market Attractiveness
MediumStrong Week
Business Position
LowMediumHigh
MarketAttractiveness
High Attractiveness
Medium Attractiveness
Low Attractiveness
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Move the circles as
per your company’s
market
attractiveness &
business position
31

32. Development
Plans
Manufacturing Plan01
Operations Plan02
Marketing Launch Plan03
Marketing Communication Plan04
Budgeting Plan06
Digital Marketing Plan05
32

33. Manufacturing Plan
Task Month Oct Nov Dec Jan Feb Mar Apr
Month 01
Month 02
Month 03
Month 04
Month 05
Month 06
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33

34. Operations Plan
Category Key Initiatives Prioritization Project Lead
Sales
Marketing
R&D
Operation
People
Financial and Admin
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34

35. Update the website01
Create Email Contests08
Use Advertising07
Use Twitter06
Create press release05
Attend Tradeshows04
Build Demand03
Garner endorsements02
Marketing Launch Plan
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35

36. Marketing & Communication Plan
Direct Marketing
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Public Relations
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Personal Selling
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Sales Promotion
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Advertising
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%
Marketing
Communication
Plan
36

37. Digital Marketing Plan
Content
Whitepaper
Development
Webinars Content Creation Initiative #6
Newsletter Sing Up Plugin Blog Post Developments Video W/Lead Capture Home Page Redesign
Paid Organic Search
Analytics
Implementation
Competitive Analysis Keyword Research New Bar
On Site SEO
Improvements
Ad Roll Campaign Iteration
Paid Organic Search
Initiative #6
Display Advertising Analysis
Email Marketing
In Trial Drip Campaign A/B Message Testing Conversion Initiative #4
Onboarding Optimization
Social Media
Influencer Outreach Program Social Media Initiative #4 Social Media Initiative #4
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37

38. Budgeting Template
S.NO 01 02 03 04 Totals
1. Public Relations
PR Form $45
Press Release Development $45
Review Program $90
Total Public Relations $. $. $. $. $180
2. Web Marketing
Google As Words Program $80
Microsoft As Program $90
Yahoo As Program $40
Total Web Marketing $. $. $. $. $120
3. Advertising
Creative Development $45
Radio Advertising $25
Total Advertising $. $. $. $. $160
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38

39. Branding &
Repositioning
Repositioning a Product01
Repositioning Strategy02
Growth Stage03
Maturity Stage04
Decline stage05
39

40. Repositioning A Product40
• Involves promoting new & alternative product
uses.
• Revitalizes product by building a new
character.
• In same instances, leads to a new sub category.
Among Existing
Customers
• Presenting product with a different twist
to entice new customers, and minimize
alienating current users.
• In some instances, leads to a new
category.
To new Consumers

41. Repositioning Strategy
Image
Repositioning
Product
Repositioning
Intangible
Repositioning
Tangible
Repositioning
DifferentSame
Product
DifferentSame
TargetMarket
Rationale Behind the Strategy
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41

42. Building Brand Preference
Factors
Potential
Customers
1st time customer Loyal Customer
Acquisition Cost
Advertisement
Social media
presence
Sponsor public
events
Freebies
42

43. Cost Analysis
Production & Operation Cost Analysis01
Marketing & launch Cost Analysis02
Business & Financial Analysis03
43

44. Production & Operation Cost Analysis
Cost item $/Year %
Raw Materials 2,203,000 32.66
Labor-Dependent 1,584,000 23.47
Equipment-Dependent 1,817,000 26.92
Laboratory/QC/QA 238,000 3.52
Consumables 0 0.00
Waste Treatment/Disposal 906,000 13.42
Utilities 0 0.00
Transportation 0 0.00
Miscellaneous 0 0.00
Advertising and Selling 0 0.00
Running Royalties 0 0.00
Failed Product Disposal 0 0.00
Total 6,747,000 100.00
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44

45. Marketing & Launch Cost Analysis
Cost Benefit Analysis
Media Tactic Cost Benefit
Event $50,000
Approximately 40,000 Students Attend A
College 1
Guerrilla Marketing $40,000
Approximately 130,000 People Will Be
Exposed 1,3
Social Media
So
(FREE)
Approximately 1 Billion Accounts Exist 2,3
Pay with a Tweet $8,000
Approximately 175 Million People
Worldwide Have A Twitter Account 3
Promotional Video $3,000
You Tube Is Used 30 Billion Minutes Per
Month,
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45

46. Business & Financial Analysis
Investment Idea 1 Idea 2 Idea 3
Equipment Rs.15.00 Rs.20.00 Rs.25.00
Land Cost Rs.5.00 Rs.7.00 Rs.9.00
Interior Cost Rs.20.00 Rs.25.00 Rs.30.00
Employee Cost Rs.2.00 Rs.4.00 Rs.6.00
Marketing Cost Rs.30.00 Rs.35.00 Rs.45.00
Other Cost Rs.6.00 Rs.8.00 Rs.10.00
Total Rs.78.00 Rs.99.00 Rs.125.00
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46

47. Product
Feasibility
Review
Feasibility Review01
Evaluating Score02
Alpha & Beta Testing Timelines03
Product Quality Check04
Launch Monitoring Dashboard05
47

48. Feasibility Review
Project
Analysis
Scheduling Requirement
Feasibility
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Technical
Feasibility
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Operational
Feasibility
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Economic
Feasibility
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Legal Requirement
Feasibility
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48

49. Evaluating Scores
Evaluator Strategic
Product
advantage
Market
attractiveness
Leverage
competencies
Financial
feasibility
Operational
Feasibility
Score out of
60
Name 1 0 10 4 7 7 10 38
Name 2 10 7 4 4 7 4 36
Name 3 10 10 7 4 4 4 39
Name 4 10 7 7 4 7 0 35
Name 5 7 7 4 4 7 0 29
Name 6 7 5 4 4 4 0 24
Name 7 10 10 4 7 7 4 42
Name 8 7 7 4 7 7 0 32
Mean Team
Std. Dev.
Total
61 63 38 41 50 22 275
7.6 7.5 4.8 5.1 6.3 2,8 34.4
10 7 4 4 7 4 36
3.42 1.89 1.39 1.55 139 3.54
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Score the product’s
listed factors from
team members
perspective (the
listed factors can be
altered)
49

50. Alpha & Beta Testing Timelines
Target Date:
15th September
Target Date:
15th March
Target Date:
15th December
Alpha Testing
Done In A Lab Type
Environment
Beta Testing
Includes A Limited Group Of
Users Outside Of The Company
Alpha
Testing
Beta
Testing
Full Scale
Show
Twin Aims Of Beta Testing
To Get Customer Feedback And Inspiration
To Do A Sanity Test
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50

51. Product Quality Check
0
100
50
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51

52. Launch Monitoring Dashboard
20
100
60
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Customer Satisfaction
90%
20
100
60
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Return on Investment
20%
20
100
60
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Target Units Sold
50%
52

53. Coffee
Break
Let’s Have a Break, We'll
Come Back After 15
Minutes
53

54. Additional
Slides
54

55. Our Mission
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Mission
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Vision
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Values
55

56. Name Here
Designation
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Name Here
Designation
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Name Here
Designation
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Our Team56

57. About Us
Premium services
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Preferred by many
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Target audience
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Values client
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57

58. Our Goal
Goal 1
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Goal 2
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Goal 3
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58

59. Comparison
Minimum
20 ML
Medium
30 ML
Maximum
50 ML
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59

60. Financial
$45
Minimum
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$95
Maximum
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$65
Medium
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60

61. Quotes
Time is Really the only capital that
any human being has, and the only
thing he can’t afford to lose.
-Thomas Edison
61

62. Location62
40%
30%
20%
10%
United State
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Brazil
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China
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Nigeria
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63. Timeline
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2015 201820172016
63

64. Puzzle
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64

65. Post it
Text Here
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Text Here
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Text Here
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65

66. Venn
Text Here
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Text Here
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Text Here
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Text Here
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66

67. Target
Target 01
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Target 02
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Target 03
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67

68. Bulb or
Idea
Text Here
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Text Here
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Text Here
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68

69. Magnifying
Glass
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69

70. Pie Chart
10%
25%
45%
20%
Product 01
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attention.
Product 02
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Product 03
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Product 04
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This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
70

71. Stacked Bar Chart
0 100 200 300 400 500 600 700 800
2013
2014
2015
2016
2017
2018
Product 01 Product 02 Product 03 Product 04
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
71

72. Our Contact
Details
Address:
# street number, city, state
Contact Numbers:
0123456789
Email Address:
emailaddress123@gamail.com
72

73. Thank You
73