The New Product Lab• Develop student understanding of the New Product Development

process by providing them tools needed to successfully launch new products that are consumer acceptable, commercially viable, and financially feasible.

• Provide practical experience through the opportunity to address and solve actual business new product problems that organizations face.

• Present the opportunity to work on an actual business new product initiative that is in one or more of the following phases:

Opportunity Identification/Selection Concept Generation Concept/Project Evaluation Development Launch Launch Evaluation

NPL “Target Market”

• Designed for students interested in: Brand management New product management Marketing consulting Entrepreneurship

• But most importantly, an interest in applying the New Product Development Process in a real world setting

NPL Project Overview• Students are assigned to a sponsoring firm who is encountering a

current new product issue

• Teams of no more than 6 students per project

• Complex enough for a student team to tackle the issue in multiple ways.

• Require students to engage in consumer, customer, or business qualitative and/or quantitative research to make a solid recommendation

Client is required to budget for agreed upon research

• Have ongoing interaction/updates between the client and student consultant team

Class Overview• Key deliverables throughout semester

Problem Definition Project Plan Proposed Primary Research Tool Research Findings and Implications Recommendations Final Presentation (Exam week)

Each step is approved by client partner and instructor Ongoing coaching sessions with instructor and update meetings with client

Class new product discussions Project sponsor guest lectures

Historic Clients

1. Atlanta Falcons

4. Coca-Cola Interactive Vending

2. Newell Rubbermaid Calphalon

3. Coca-Cola VEB Group

5. Comcast 6. Newell RubbermaidGoody

7. Turner Broadcasting

8. Atlanta Braves

9. Kraft Foods