|
- Understand the three cornerstones of New Product success:
- Identifying a New Product Strategy
- Having a Structured New Product Development Process
- Ensuring Commitment to Allocate Resources
- Understand the five key steps to generating "Breakthrough" New Product Ideas
- Understand the importance of Brand Equity to the long term success of the New Product
- Understand the New Product Brand Architecture format
- Understand the key elements of a Positioning Statement and be able to develop one for your new product concept
- The Big Picture of New Products:
- Key traits of new product leadership
- Consumer Insights Process:
- Definition of a Consumer Insight
- Five phases in the process
- Five key steps to generating New Product Ideas:
- Get Focused:
- Developing “Action Statements” that focuses areas of exploration
- Brainstorming:
- Process and execution techniques
- Divergent Thinking - Tools:
- Used to develop “Breakthrough Ideas” that are different & unexpected
- Four Pattern Breaking approaches with examples
- Converge & Cluster Ideas:
- Linking Ideas to form “Core Concepts”
- Developing an “Idea Sheet” to better understand the concept
- Develop Core Concept Boards for Consumer Testing
- Brand Equity: What is its impact on the success of New Products?
- Cause-Effect chain of elements to building Brand Equity:
- Brand perceptions lead to profits
- The New Product Brand Architecture
- Brand Features & Attributes – Product Benefits – Emotional Benefits – Driving Beliefs – Personality – Essence
- Role of Positioning in New Products:
- Marketers definition and consumers definition of positioning
- The positioning statement format
- Focusing your Target Audience, selecting your Frame-of-Reference, defining your Leverageable Point-of-Difference, choosing your Consumer End Benefit
|
|