X-PRO Usluga Oružanog Razvoja Proizvoda

Osam faza razvoja novog proizvoda

Ovaj kompozitni okvir razvoja novog proizvoda (NPD) za proizvedena dobra ima osam važnih komponenti: Idea generation: is the continuous and systematic quest for new product opportunities, including updating or changing an existing product. The goal is to generate ideas for new products or services or, improvements to products or services that address a gap in the market. Idea screening: takes the less attractive, infeasible and unwanted product ideas out of the running. Unsuitable ideas should be determined through objective consideration, including through early testing and feedback with consumers. Concept development and testing: is vital. The internal, objective analysis of step two is replaced by customer opinion in this stage. The idea, or product concept at this point, must be tested on a true customer base. The testers’ reactions can then be leveraged to adjust and further develop the concept according to the feedback. One example of concept development is the concept cars developed by car manufacturers. These prototypes are made of clay and shown at auto shows for consumer feedback. Market strategy/business analysis identifies the strategy of how to optimally market and sell your product or service. It is comprised of four P’s, which are product, price, promotion and placement. Product: The service or good that’s been designed to satisfy the demand of a target audience. Price: Pricing decisions affect everything; profit margins, supply and demand, and market strategy. Promotion: The goals of promotion are to present the product to the target audience, increasing demand by doing so, and to illustrate the value of the product. Promotion includes advertisements, public relations and marketing campaigns. Placement: The transaction may not occur on the web, but in today’s digital economy, the customer is generally engaged and converted on the Internet. Whether the product will be provided in bricks-and-mortar or clicks-and-mortar shops, or available through an omnichannel approach, the optimal channel, or channels, for placement must be determined if the targeted potential customers are to become actual customers. Feasibility analysis/study: yields information that is critical to the product’s success. It entails organizing private groups that will test a beta version, or prototype, of the product, then evaluate the experience in a test panel. This feedback communicates the target market’s level of interest and desired product features, as well as determines whether the product in development has the potential to be profitable, attainable and viable for the company, while satisfying a real demand from the target market. Pitanja na koja treba odgovoriti tokom analize uključuju:

• Da li imate potrebnu radnu snagu i materijale?
• Koja je cena proizvodnje, isporuke i promocije?
• Da li imate pristup odgovarajućim kanalima distribucije?

Product technical design/Product development integrates the results of the feasibility analyses and feedback from beta tests from stage five into the product. This stage consists of turning that prototype or concept into a workable market offering; ironing out the technicalities of the product; and alerting and organizing the departments involved with the product launch, such as research and development, finance, marketing, production or operations. Test marketing, or market testing, differs from concept or beta testing in that the prototype product and whole proposed marketing plan, not individual segments, are evaluated. The goal of this stage is to validate the entire concept, from marketing angle and message to packaging to advertising to distribution. Test marketing is often performed by offering your product to a random sample of your target market. By testing the entire package before launch, the company can critically review the reception of the product before a full go-to-market investment is made. Market entry/commercialization is the stage in which the product is introduced to the target market. All the data obtained throughout the previous seven stages of this approach are used to produce, market and distribute the final product to and through the appropriate channels. The product is now available to everyone and the product lifecycle begins. The life of the product is shaped by the reception of the target market, the competition and subsequent enhancements to the product offering. Product development is an always-evolving and fluid process, and just as some steps will change, depending on the nature of the project, so will the person who manages product development. In some organizations, there is a dedicated team that researches and tests new products. Some smaller organizations may outsource their new product development to a design team. In midsize organizations, the product manager is often the person in charge of product development, and he or she may be part of the marketing team, while tech shops selling business-to-business products and services that have very technical requirements may have their product managers report to engineering. Regardless of what framework is used and who is in charge of new product development, the new part is just one aspect of the entire product lifecycle management.