developing and launching new offerings chapter 14 part 1 l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Developing and Launching New Offerings – Chapter 14 (part 1) PowerPoint Presentation
Download Presentation
Developing and Launching New Offerings – Chapter 14 (part 1)

Loading in 2 Seconds...

play fullscreen
1 / 12

Developing and Launching New Offerings – Chapter 14 (part 1) - PowerPoint PPT Presentation


  • 195 Views
  • Uploaded on

Developing and Launching New Offerings – Chapter 14 (part 1). Chris Freeman PADM 7040. Background. Aggressive competition among non-profits leads to possibility that the organization becomes obsolete.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Developing and Launching New Offerings – Chapter 14 (part 1)' - cleta


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
background
Background
  • Aggressive competition among non-profits leads to possibility that the organization becomes obsolete.
  • “A well-managed organization cannot survive merely on chance or insight. New offerings must continually be generated” (Andreasen & Kotler, 2003, p. 350).
  • A system for the generation of new offerings must be put in place.

(Andreasen & Kotler, 2003)

offer development
Offer Development
  • Several strategies exist for offer development:
    • “Playing it safe”
      • Sell existing offerings to new markets
    • “Building on what works”
      • New, similar offerings sold to new and existing markets
    • “Branching out”
      • Move the organization in new directions and into new markets

(Andreasen & Kotler, 2003)

mission creep
Mission Creep
  • “While it is important…to evaluate new ideas…to keep the organization growing…there is the real danger that projects…are not good fits for organizations”(Andreasen & Kotler, 2003, p.353).
  • Mission creep leads to need for new staff and skills not “in synergy” with organization.
    • Loss of focus is unappealing to potential donors
  • Ask often: “Is [the new program] consistent with the mission?”(Andreasen & Kotler, 2003, p.353).

(Andreasen & Kotler, 2003)

the development process
The Development Process
  • Idea generation
  • Idea screening
  • Concept development and testing
  • Marketing strategy formulation
  • Business analysis
  • Offer development
  • Market testing
  • Commercialization
  • Launch

(Andreasen & Kotler, 2003, p.354)

idea generation
Idea Generation
  • Don’t rely on chance or past, successful concepts:
    • Commit to systematic development process
    • Designate organizational development leader
    • Formalize the process
    • Encourage creativity

(Andreasen & Kotler, 2003)

idea screening
Idea Screening
  • Not all ideas are good but it’s less costly to drop a good one than to develop a poor one. Screening is vital.
    • Develop a screening committee and meet often
    • Have formal, baseline criteria and “weight” each criterion
    • Be prepared for meetings to judge each idea objectively

(Andreasen & Kotler, 2003)

development and testing
Development and Testing
  • Grow ideas into marketable concepts:
    • One, generic idea can take many potential forms
    • Create a marketable image
  • Test the image through market research:
    • Surveys
    • Conjoint analysis

(Andreasen & Kotler, 2003)

marketing strategy formulation
Marketing Strategy Formulation
  • Develop an offering’s marketing strategy focusing on:
    • Structure, intended positioning, and short-term/impact goals
    • Intended price, distribution strategy, and marketing budget
    • Long-term goals and marketing mix strategy

(Andreasen & Kotler, 2003)

business analysis
Business Analysis
  • Carefully estimate offering costs and revenues.
  • Use realistic hypotheticals to gauge financial feasibility of offering.

(Andreasen & Kotler, 2003)

offer development market testing
Offer Development & Market Testing
  • Develop real marketing campaign materials and test on consumers.
  • Introduce the offering in “authentic consumer setting” (Andreasen & Kotler, 2003, p.361) and gauge response.
    • Provides insight into both project feasibility and best marketing strategies.

(Andreasen & Kotler, 2003)

commercialization
Commercialization
  • Before launching new program, ask:
    • When?
    • Where?
    • To whom?
    • How?
  • Assign organizational responsibility.
  • Develop formal schedule of marketing tasks.

(Andreasen & Kotler, 2003)