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Overview of Discussion Today

• Why innovation within our companies• Why do new ideas fail• The KIRE Company 10 step model

• Q&A period

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Yeni ürün geliştirme stratejileri

• Dünya için yeni – Daha önce asla görülmemiş

• Yeni ürün girişleri– Girişine izin verilen yeni ürünler

• Ürün hatlarına ilaveler – Hat genişletmeleri

• Ürün iyileştirmeleri– Değişime adapte olma

• Yeniden odaklanma– Yeni kullanım odaklı

Yeni ürün stratejileri

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Yeni ürün geliştirme stratejisi

• Yeni ürünlerin iki kaynağı– satınalma - şirket, patent, lisans– Kendi bünyesinde yeni ürün geliştirme

• Yeni ürün geliştirmenin anlamı – Orjinal ürünler, ürün iyileştirmeleri veya ürün

modifikasyonları ve firmanın kendi Ar-Ge çabaları ile yeni markalar

– Riks ve başarısızlık oranları yüksek

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Yeni ürün geliştirme stratejisi :Yeni ürünler neden başarısız olur?

• Overestimated market• Zayıf tasarım/ Poor design/delivery of benefits• No differentiating proposition• Quality does not meet consumer standard• Poor marketing communication• Error in pricing to value of product/service• Did not distribute product/service to consumers• Poor positioning• Cost overrun• Market shift after launch• Competition

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Yeni ürün geliştirme stratejisi:Başarı faktörleri

• Eşsiz üstün bir ürün• Başlangıçtan itibaren iyi

tanımlanmış ürün kavramı

• Belirli kriter • Belirli stratejik rol• Sistematik yeni ürün

prosesi • Yaratıcı personel

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Major Sources of New Ideas It’s a team effort

Internal sources - Employees, sales people Customers Competitors Distributors and suppliers Other external sources

Secondary research – such as articles, internet & spending time in stores or where your market is

Primary research - Needs identification exercises

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• Systematic process– Appoint an Idea Manager

– Multidisciplinary committee

– Encourage Staff to submit ideas

– Most of all listen to your customers!!!

• Personally– Hire people that do not fit

Edison and Ford

Einstein

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Purpose

• Identify good ideas drop poor ones fast – help create clarity of focus

Challenge

• Maintain creativity and stream of ideas

Link criteria and rating to company objectives

• Will the customer buy it

• Does it fit with the company mission and objectives

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• Development of the basics of a plan– Market segmentation– Target market segmentation

• Measurable, Accessible, Profitable, Possible

– Positioning– Initial marketing mix (4 P’s)– Production feasibility– Financial projections

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• Take your idea and bring it together into something you can see, feel, touch or hear.– Products:

• Make it into something physical that can be used

– Services:• Develop the components of the service that matter to

the customer – i.e. menu items for the restaurant, the type of location where you would offer the service

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Better you find out now then

waste your time and money• Take the prototype and test its performance within your company

or small group of trusted individuals against a set of criteria

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Product or service concept• New-product or service idea in detail stated in

meaningful consumer terms

Concept development• Expanding the new idea into various alternative

forms to see which is more appealing

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Example of a conceptXYZ™ brand Pet Food

Serve your best friend a meal you could share.

You want to feed your pet the best nature offers. But most pet foods contain ingredients you can’t pronounce or recognize. You wouldn't eat hydrolysed chicken liver flavouring - why would you feed it to your pet.

Introducing XYZ™ Pet Food, it concentrates on what your family member really needs to be healthy.

Veterinarian approved, XYZ™ uses only wholesome foods such as Fresh chicken, Oatmeal, Potatoes and Rice. There is not a more wholesome or better balanced pet food on the market.

For people who want only the best for their pets.

Dog Food 40 lbs bag = $50.00

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Target your key customersConcept testing

• Word or picture description• Physical presentation of the concept• Question reactions

Survey work• Get a number of your potential customers to try it• Feedback in questionnaire form

Test market• Place it in restricted market to see reaction – can be

regions, cities, stores or portion of cities

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AdvantagesAdvantages• Make better decisions• Increase growth potential• Improve marketing efforts• Saves risk and expense of

launch• Gain experience

DisadvantagesDisadvantages• Costs• Bias of sample or effort (if

done on your own) • Longer time-to-market• You might not like the

outcome

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• Finalize all the components of the product/service• Make the changes required:

• Learning from the Primary Market Research• Any other sources

• Is there anything missing?

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• Review & firm up sales, costs and profit projections

• Assess risk

• Include all learning from prior steps

• Develop full plans for each group/area impacted:• Sales, Marketing, Production, Financial, Logistics, etc

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• All your hard work now pays off• Launch your product or service• Monitor it closely with research to ensure it is

delivering as you wanted it to

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New-product Development:Speeding Up the Process

Traditional set up Sequential product development

– can sometimes be slow for most entrepreneurs

Simultaneous or team-based approaches Shorter cycle-times First to market has advantages Higher risk and tension Need to watch quality