FULL SCREEN PROCESS: FINAL PROCESS BEFORE GOING TO TECHNOLOGICAL DEVELOPMENT
ADDRESSES TECHNICAL AND MARKETING/COMMERCIAL SUCCESS FACTORS
THEN MOVE ONTO MORE FINANCIALS WITH SALES FORECASTING:
SALES FORECASTING IMPACTS:
-PROFITABILITY EXPECTATIONS
-ROI
-TIME TO BREAK EVEN
-SALES PITFALLS
-CUSTOMER INPUT
FORECASTING TERMS:
-MARKET POTENTIAL
-MARKET FORECAST
-SALES POTENTIAL
-SALES FORECAST
-QUOTA
FORECASTING CONSIDERATIONS:
-DIFFICULT TO DO
-USE MULTIPLE METHODOLOGIES
-STARTS SLOW AND GROWS
-COMPETITIVE RESPONSE
-MARKETING VS SALES
-TOP DOWN VS BOTTOM UP
SUBJECTIVE/QUALITATIVE:
-JURY OF EXECUTIVE OPINION
-SALES FORCE COMPOSITE
-FOCUS GROUPS WITH CUSTOMERS
-CORRELATION ANALYSIS
OBJECTIVE/QUANTITATIVE
-CUSTOMER SURVEYS
-TEST MARKETS
-TIME SERIES ANALYSIS
DEVELOPING THE PRODUCT PROTOCOL:
(PRODUCT DEFINITION, DELIVERABLE, REQUIREMENTS, ACTIVITY)
SIGN OFF BY ALL INVOLVED FUNCTIONAL AREA OF THE COMPANY
PURPOSE OF THE PROTOCOL:
1. IDENTIFY WHAT THE FUNCTIONS WILL DO
2. STARTS THE PROCESS OF IDENTIFYING TARGETS
3. PROVIDES THE STRUCTURE FOR THE NPD PROCESS TO BE MANAGED
4. COMMITMENT OF RESOURCES
ELEMENTS FOUND IN THE PRODUCT PROTOCOL:
-TARGET MARKET (S)
-PRODUCT POSITIONING
-PRODUCT ATTRIBUTES
-COMPETITIVE COMPARISONS
-MARKETING REQUIREMENTS
-FINANCIAL REQUIREMENTS
-PRODUCTION REQUIREMENTS
-SENIOR MANAGEMENT REQUIREMENTS
-REGULATORY ISSUES
-CUSTOMER INPUT AND COMPANY CAPABILITY
PRODUCT DEVELOPMENT:
1. PRODUCT DESIGN
2. PRODUCT ARCHITECTURE
3. PROTOTYPE DEVELOPMENT
4. ORGANIZATION/CROSS FUNCTIONAL TEAM
5. PRODUCT USE TESTING
1） PRODUCT IS DESIGNED FOR:
-SPEED TO MARKET
-EASE OF MANUFACTURING
-DIFFERENTIATION
-MEETING CUSTOMER NEEDS
-THE ENVIRONMENTAL IMPACT
2） PRODUCT ARCHITECTURE
3）PROTOTYPE DEVELOPMENT
TWO TYPES:
COMPREHENSIVE
FOCUSED
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