New Product Development - A Strategic Approach
By the end of the program, participants will be able to:
Examine all aspects of the New Product Development (NPD) process, its importance, and factors
influencing stages involved in successful NPD.
Identify a variety of launch success factors that will improve launch process planning and execution.
Suggest ways for companies to avoid launch ruts by adopting techniques that appeal to today's
consumers.
Understand the importance of using media vehicles to ignite the product launch process and increase
the viability of the new product.
Prepare product launch checklists and budgets to overcome roadblocks and smoothen the launch process.
This Program is designed for:
All staff concerned with their organization's growth and profitability. This could include Business Development
Managers; Marketing; Sales Product and Brand Managers; R & D Managers and Personnel; Managing Directors
and Directors over a wide range of business areas; and everyone involved in Strategy Planning.
| New Product Development |
New Product Launch: Setting Up
the Stage |
NPD Definitions and Challenges
NPD Objectives and Critical Success
Factors
NPD Reasons for Success and Failures
NPD as a Key Marketing Strategy
Assessing Commercial Viability
|
Things to Consider Prior to Product Launch
The Launch Hurdles
Planning Your Media Schedule and Costs
Selecting the Launch Team
Preparing the Product Launch Checklist and
Toolkits
Product Launch Strategies
|
The New Product Development
Process |
New Product Launch: Full
Engagement Launch |
| Idea Generation and Screening
Concept Development and Testing
Marketing Strategy
Business Analysis
Product Development
Test Marketing
Commercialization
|
Preparing the Press Kit Checklist
Product Launch Marketing Budget Toolkit
Preparing the Press Release
The Product Launch Plan
Product Overview Document
SWOT Analysis, Graphic Chart, and the
Creative Plan
The Role of the Advertising Agency
|
The Product Life Cycle and New
Product Launch |
The NPL Workshop: Putting It All
Together (Group Together) |
Life Cycle Stages
Product Life Cycle Strategies
The Phase-Gate Process: Structuring the NPL
The Boston Consulting Group Growth Matrix
The Product Market Expansion Grid (A Portfolio
Planning tool)
|
Designing and Conducting a New
Product Launch
A Challenging Team Game: Presenting
the Launch Plan
|
