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Marketing’s Role in New Product Development October 4, 2006. Agenda Why is marketing important? Product development costs and risks. Situation Analysis (Uncontrollable Variables): “YourWay” cereal. 10 Minute Break Marketing Strategy (Controllable Variables)

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marketing s role in new product development october 4 2006
Marketing’s Role in New Product DevelopmentOctober 4, 2006

Agenda

Why is marketing important?

Product development costs and risks.

Situation Analysis (Uncontrollable

Variables): “YourWay” cereal.

10 Minute Break

Marketing Strategy (Controllable Variables)

Pepsi One’s product launch.

New Product Development Video:

IDEO develops a new shopping cart.

Q&A: After class.

slide2

Marketing’s Role in

New Product Development

Prof. Bill Robinson

Krannert School of Management

Purdue University

slide3

Why is Marketing Important?

Profits = Revenues – Costs

Some Examples

Advertising & personal selling.

Product development.

Pricing.

Start your own business.

Smarter shopper.

why will our discussion focus on consumer goods like soft drinks and breakfast cereal
Why Will Our Discussion Focus onConsumer Goods, Like SoftDrinks and Breakfast Cereal?

Easy to understand.

Marketing principles apply to both high- tech and low-tech businesses.

yourway self serve cereal
“YourWay” Self-Serve Cereal

Key Problems

Key Opportunities

Overall Situation

Very Favorable?

Somewhat Favorable?

Neutral?

Somewhat Unfavorable?

Very Unfavorable?

situation analysis
Situation Analysis

1) Nature of Demand

Unmet need?

Health conscious consumers?

2) Extent of Demand

Huge market!

Breakeven market share of 1% -2%.

3) Competition

Kellogg’s, General Mills, etc.

Supermarket bulk foods.

4) Environmental Climate

Political, economic, social, technological issues?

situation analysis cont
Situation Analysis (cont.)

5) Product Life Cycle

Difficult to enter a mature market.

6) Costs

Higher costs versus competition.

7) Firm Skills

Only Ed.

8) Financial Resources

Only Ed.

9) Distribution Structure

Is Payless ideal?

Floor space?

situation analysis cont1
Situation Analysis (cont.)

Overall Situation

Very Favorable?

Somewhat Favorable?

Neutral?

Somewhat Unfavorable?

Very Unfavorable?

pepsi one
Pepsi One

Managerial Problem

How to launch Pepsi One?

Situation Analysis

Key Problems:

Key Opportunities:

Overall Situation

Very Favorable?

Somewhat Favorable?

Neutral?

Somewhat Unfavorable?

Very Unfavorable?

pepsi one s marketing strategy
Pepsi One’s Marketing Strategy

Target Market: Young men.

Product Positioning: Only One has it all.

Marketing Mix

Product: Superior sweetener.

Avoid word diet.

Distribution: Priority versus Diet Pepsi?

Promotion: $100 million launch.

Trial Repeat Purchase

Price: Similar to other Pepsi products.

ideo s new product development
IDEO’s New Product Development

Strengths?

Weaknesses?

Overall Evaluation?