NU FS100 Lecture Notes - Lecture 12: Esure, Positio, Plat
1 Nov 2016
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Types of new products: completely new, line extensions of current products (lays potato chips with different flavors), same product repositioned (baking powder, for baking, or cleaning)(soup, ingredient in casserole or by itself), product improvement. 50% of a (cid:272)o(cid:373)pa(cid:374)y"s re(cid:448)e(cid:374)ue (cid:272)o(cid:373)es fro(cid:373) produ(cid:272)ts less tha(cid:374) 5 years old. Product development team: technology & quality. Packaging, engineering, safety, research & development, microbiology, nutrition, regulatory compliance: marketing. Operations, logistics, procurement, supply chain, quality control: legal affairs. Does it require a new standard identity? (insects) Food defense (how to prevent food distributed nationally from being infiltrated by terrorists which may harm the population)-usa. Phase 3: product introduction: each phase has a milestone that needs to be reached for successful new product introduction. All organization functions are involved throughout the product, but the level of activity varies for each function. Ide(cid:374)tify (cid:272)o(cid:373)pa(cid:374)y"s (cid:272)urre(cid:374)t (cid:373)arket positio(cid:374), future/desired (cid:373)arket positio(cid:374: determines if new product will be an existing brand or new brand.
