This details Rick Steinbrenner's - The Global Brand Guy - expertise in new product development. It discusses best practices using staged tollgate new product development processes and gives two examples on how it can be used.
Rick Steinbrenner - The Global Brand Guy
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Staged Tollgate New Product Process Best Practices - The Global Brand Guy
1. Staged Tollgate New Product Development Process
Best Practices
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2060 Queensbury Drive
Acworth, GA 30102
770-514-9363
rick@globalbrandguy.com
Consumer Package Goods Consumer Durables
Brand Equity-Building Experience With Leading Global Consumer Brands
2. 2
Rick Steinbrenner:
New Product Development Skills & Experience By Phase
Phase I: Opportunity Identification
Competitor marketplace/product review & analyses
New product concept brainstorming – both internal and external
Qualitative consumer research - from informal interviews to focus groups
Quantitative consumer research – from simple concept screens to global conjoint analysis & discrete choice modeling
Syndicated consumer research analyses – Nielsen, IRI, NPD and IMR among others
Functional technology brainstorming experience with engineering and/or research and development functions
Intellectual property reviews and management – both trademarks, patents and licensing agreements
Development of new product design guides and specifications
Critical path timeline development and management
Business proposition development prior to funding requests – including volume/pricing/profitability projections
Phase II: Design/Development
Make vs. buy production source evaluations and planning
Capital authorization request development for Sr. management approval
Off-shore production sourcing expertise (Europe, Mexico, Canada, Japan, China and Australia to name a few)
Target product cost development to meet profitability requirements
Advanced manufacturing plant layout/design interface – including production tooling input
Industrial design planning and management
Intellectual property legal filings and development agreements
Consumer in-home use testing verification of product vs. specifications
All facets of marketing planning including but not limited to:
Packaging structure plan
Communications plans - including broadcast TV, direct response TV, print, and online
Channel management strategy and distribution planning
Pricing/discount structures/profitability plans & budgets
Marketing agency interface and management
Phase III: Commercialization/Launch
Customer and field sales presentation development
Production planning – to meet customer volume requirements
Customer service briefings – including pricing management
Implementation of marketing plans including but not limited to:
Media placement
Press releases/events
Packaging graphics
Trade marketing collateral from brochures/sell sheets to trade show/industrial video development
3. “Best Practice” New Product Development Process Overview
Phase 1
BusinessTeamReview/Decision
Phase 2
BusinessTeamReview/Decision
Phase 3
Opportunity Identification Design/Development Commercialization/Launch
Major Activities:
Identify new product concepts
(sources):
Customer ideas
New functional technologies
Consumer research
Competitive product reviews
Brainstorm/develop new concepts
Refine & screen new concepts:
Informal customer reviews
Qualitative research (focus groups)
Quantitative concept screen ranking
Business Proposition Development:
New product design guide
Technical/engineering feasibility
Develop rough prototype
Pricing/volume/profitability analysis
Intellectual property reviews
Launch timeline - first pass
Major Activities:
Develop capital authorization request:
Production sourcing plan
Production tooling plan
Finalize launch timeline
Profitability/capital financial plan
Pre-production/pilot builds/protection:
Off-tool prototype confirmation
Advanced manufacturing design/scale-up
Intellectual property legal filings
Consumer/In -home use testing
Changes to product/positioning as needed
Develop marketing plan/budgets:
Packaging structure plan
Communications plans (TV/Print/Online)
Distribution strategy
Pricing/profitability plans & budgets
Final launch timeline – start ship
Major Activities:
Final sales/customer presentations:
Customer planogram approvals
Confirm year one volumes
Production start/warehouse builds:
First piece inspections
Year one production requirements
Implement pricing – customer service
Implement communication plans:
Media placement
Press releases/events
Packaging grapics
Trade marketing collateral
Tollgates
Note: This process is designed for brand new concepts or risky functional technologies not previously commercialized by a company.
Other simpler less “risky” concepts might require less activities or time as shown above.
3
4. 4
New Product Case: ProFinish Premium Irons
Business Situation/Problem:
Current premium product was losing sales and distribution
Product 20+ years old – design/performance lapped by competition
Historical iron consumer purchase and usage behavior not well understood
Company failed on four other occasions to develop a more competitive product
Phase I: Opportunity Identification
Major Milestones
Redefined consumer behavior segmentation strategy – total iron market
Identified premium ironing purchase/usage behaviors – appearance driven ironers
Completed product design and specifications – including product feature offerings
Developed industrial designs & product line offering by geographic region
Determined business proposition volume/pricing/profitability and timing
Phase II: Design/Development
Major Milestones
Capital authorization request ($3MM) approved by B&D board
Built off-tool prototype – consumer in home use test verified performance
Confirmed product design for cost effective manufacturing – cost targets met
Set final pricing and discount structures – retail and customer
Developed marketing communications plans and budgets
Phase III: Commercialization/Launch
Major Milestones
Secured customer planogram approvals and volume commitments
Built up warehouse inventory to meet volume requirements prior to launch
Confirmed product met original design specifications
Launch materials available on time to sales force and media agencies
Program Results:
First premium iron to launch comfort grips feature – addressing unmet user need
21 utility and design patents
Voted a Consumer Digest “Best Buy” in 1998
Achieved 100% distribution at mass merchants and specialty retailers
Became a $30MM business from zero – paid out capital investment
Maximum Steam Performance:Maximum Steam Performance:
No other premium iron steams more
Superior Non-Stick Glide:Superior Non-Stick Glide:
New space age Soleplate Coatings
Comfortably Designed:Comfortably Designed:
Comfort Grips & Unique Control Design
(New Category Feature)
5. 5
New Product Case: DuPont Car Care Products
Business Situation/Problem:
Tenneco: $6B+ OEM/Aftermarket parts supplier – B2B business model
Current served markets: shocks & struts and emission control - #1 share rank
However, served markets declining due to low service maintenance replacement rates
Core business sales/profitability declining; brand equity poor (e.g. Monroe shocks)
No consistent product development program or process existed prior to 2003
Phase I: Opportunity Identification
Major Milestones
DuPont looking for a licensee to re-enter car care market to bolster auto paint line
Tenneco identified new car care “best in class” formulations in a water based format
Identified key heavy user purchase/usage behaviors – appearance driven innovators
Discovered appearance innovator need – “car’s appearance is never how I want it”
Uncovered new Wear Shield friction modifier technologies for performance products
Developed product line design and specifications
Determined business proposition volume/pricing/profitability and timing
Phase II: Design/Development
Major Milestones
Identified contract manufacturing production sources
Built prototypes – consumer in home use test verified performance vs. competition
Confirmed product design for cost effectiveness manufacturing – cost targets met
Set final pricing and discount structures – retail and consumer
Developed marketing communications plans and budgets
Phase III: Commercialization/Launch
Major Milestones
Secured customer planogram approvals and volume commitments
Built up warehouse inventory to meet volume requirements prior to launch
Confirmed product met original design specifications
Launch materials available on time to sales force and media agencies
Program Results:
Secured distribution in mass merchants, home centers & auto stores (15,000+ outlets)
Introduced Tenneco to Wal-Mart, Lowe’s, Target & Auto Zone as new customers
Introduced 17 new products generating over $5.0MM in sales
Spray Wax, Tire Shine and Wheel Cleaner were top 10 best sellers in NPD rankings
Marketing programs included access to DuPont Motorsports
with 4 time NASCAR Cup winner – Jeff Gordon
6. 5
New Product Case: DuPont Car Care Products
Business Situation/Problem:
Tenneco: $6B+ OEM/Aftermarket parts supplier – B2B business model
Current served markets: shocks & struts and emission control - #1 share rank
However, served markets declining due to low service maintenance replacement rates
Core business sales/profitability declining; brand equity poor (e.g. Monroe shocks)
No consistent product development program or process existed prior to 2003
Phase I: Opportunity Identification
Major Milestones
DuPont looking for a licensee to re-enter car care market to bolster auto paint line
Tenneco identified new car care “best in class” formulations in a water based format
Identified key heavy user purchase/usage behaviors – appearance driven innovators
Discovered appearance innovator need – “car’s appearance is never how I want it”
Uncovered new Wear Shield friction modifier technologies for performance products
Developed product line design and specifications
Determined business proposition volume/pricing/profitability and timing
Phase II: Design/Development
Major Milestones
Identified contract manufacturing production sources
Built prototypes – consumer in home use test verified performance vs. competition
Confirmed product design for cost effectiveness manufacturing – cost targets met
Set final pricing and discount structures – retail and consumer
Developed marketing communications plans and budgets
Phase III: Commercialization/Launch
Major Milestones
Secured customer planogram approvals and volume commitments
Built up warehouse inventory to meet volume requirements prior to launch
Confirmed product met original design specifications
Launch materials available on time to sales force and media agencies
Program Results:
Secured distribution in mass merchants, home centers & auto stores (15,000+ outlets)
Introduced Tenneco to Wal-Mart, Lowe’s, Target & Auto Zone as new customers
Introduced 17 new products generating over $5.0MM in sales
Spray Wax, Tire Shine and Wheel Cleaner were top 10 best sellers in NPD rankings
Marketing programs included access to DuPont Motorsports
with 4 time NASCAR Cup winner – Jeff Gordon