What Is the Importance of New Product Development?

A new product in the sense of marketing is a broad concept of a new product, which can specifically include newly invented products, improved products, and new brands. In addition to the major discoveries in a certain field due to science and technology, the new products also include the following aspects: In terms of production and sales, as long as the product changes in function or form, it will be different from the original product, or even the product is simply the original When a market enters a new market, it can be regarded as a new product; in terms of consumers, it refers to a product that can enter the market to provide consumers with new benefits or new benefits and is recognized by consumers. ^[1]

New product

A new product in the sense of marketing is a broad concept of a new product, which can specifically include newly invented products, improved products, and new brands. In addition to the major discoveries in a certain field due to science and technology, the new products also include the following aspects: In terms of production and sales, as long as the product changes in function or form, it will be different from the original product, or even the product is simply the original When a market enters a new market, it can be regarded as a new product; in terms of consumers, it refers to a product that can enter the market to provide consumers with new benefits or new benefits and is recognized by consumers. ^[1]

The definition of a new product can be made from three perspectives: enterprise, market, and technology. For enterprises, the first products produced and sold are called new products; for the market, this is not the case. Only the products that appear for the first time are called new products. From a technical perspective, in terms of product principles, structure, functions, and A product that has changed form is called a new product. The new product of marketing includes the components of the first three, but pays more attention to the feelings and recognition of consumers. It is from

1. Develop marketable products according to market needs

2. Determine the development direction from the actual situation of the enterprise

3. Pay attention to the development of new products

new

1. Misjudging the market.

2. Mistakes in technological development.

3. The product life cycle is too short.

4.

"Marketing Management Skills for New Products"

Chapter 1: Success Overwhelming 15

Section 1: What new products have brought to enterprises? 15

I. Definition of new products: 15

What does the new product bring to the enterprise? 16

Trends in the Global New Product War 17

Drivers of the Global New Product War 18

Section 2 What Makes A Winner 21

I. Correct strategic planning for new products: 21

Second, excellent products that can bring benefits to consumers. twenty two

2. Market-oriented development of new products. twenty two

3. Adequate preparations before launching new products. twenty four

Fourth, good organizational structure. twenty four

V. Creating a culture and team atmosphere that can innovate 24

Sixth, the execution ability and consistency of the development process 27

Seventh, the support of the top leadership and timely "help". 27

8. Adequacy of resources and allocation. 27

Nine, organize the development process and processes. 27

10. Speed is a formidable weapon. 28

Eleven other successful experiences with new products: 29

Section 3, Lessons from Defeated Products 30

New products for success, new products for failure! 30

I. Reasons for failure of new product development: 30

2. Current status of domestic new product development. 31

Third, the new product listing management flowchart 36

Chapter 2 How to Perform Market Analysis 51

Section 1. Obstacles to Common Market Research 51

Section II. How to Identify Market Opportunities 55

Section III, How to Form a Product Concept 60

Section 4: How to Define the Market 64

Chapter III Strategic Planning of New Product Marketing 82

Section I. How should new products segment the market?

Section II, How to Position New Products 91

Section III, How to Develop a New Product Entry Strategy 95

Section 4 Brand Strategy and Brand Positioning of New Products 102

Section V. How to Formulate a New Product Marketing Plan 110

Chapter 4: New Product Marketing Strategy Planning (I) 116

Section I. Product Portfolio Strategy and Brand Planning 116

Section II, New Product Pricing Strategy 126

Section III, New Product Packaging Strategy 132

Section 4: New Product Channel Strategy 135

Chapter V. New Product Marketing Strategy Planning (Central) 141

The first section, new product investment strategy 141

Section II. Advertising Strategies for New Products 154

Chapter VI, New Product Marketing Strategy Planning (Part 2) 166

The first section, the new product terminal strategy 166

Section 3 Public Relations Strategies for New Products 183

Chapter 7: How to Effectively Implement the Plan 192

Section 1, Staff Organization Skills 192

Section Two: Marketing Executive 202

Section III. Details Management Not To Be Ignored 214