New Product Idea Screening and Analysis PowerPoint Presentation Slides

New Product Idea
Screening And
Analysis
Your company name

Agenda
01
Agenda
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02
Agenda
03
Agenda
04
Agenda
2

Product Idea Screening
New Product Analysis
Tools & Techniques
Market Analysis
Development Plans
Branding & Repositioning
Cost Analysis
Product Feasibility & Review
Product Lifecycle
3
Outline

01 New Product Introduction
04 External Sources of Ideas
05 Internal Sources of Ideas
02 New Product Detailed Overview
03 Understanding Customer Needs
06 Product Roadmap
Product Idea
Screening
4

5
✓ Explain the product idea in detail for
e.g. Requirement of the product
✓ Technology used
✓ Benefits
Product Details
Explain the product idea
in brief: e.g. to lock and unlock
door from your smartphone
New Product
Introduction
Now is the best time to
explain your product
idea in an effective
manner so that the
audience gets
immersed in it right from
the beginning

New Product Detailed Overview
Profitability Analysis
✓ Expected profitability
(Magnitude ; E. G. NPV )
✓ Return(e.g. IRR)
✓ Payback Period
✓ Low cost and fast to do
Synergies
✓ Market synergies
✓ Technological synergies
✓ Manufacturing/processing
synergies
Product Advantage
✓ Unique benefits
✓ Meets customer needs
better
✓ Value for money
Technical Feasibility
✓ Technical gap
✓ Complexity
✓ Technical uncertainty
Market Attractiveness
✓ Market size
✓ Market growth
✓ Competitive situation
This step is crucial to
ensure that unsuitable
ideas are rejected as
soon as possible as
Ideas need to be
considered objectively
6

03When they buy: Understand the purchasing
cycle of your customer
04What they do: Understand their occupation and
interest?
05Understand your customer: are they a
small private company or a big MNC?
01What they expect of you: if your
customers expect reliable delivery and you don't
disappoint them, you stand to gain repeat business
02How they buy: Website, App, in-person?
Understanding
The Customer
Needs
7

8
Learning
From
Overseas experience transferring foreign products
Comp-
etitors
Learning from competition
Long
Range
Studies
‘Fallout’ form predictions of changing economic and
social conditions
Market
Gap
Analysis
Analysis of existing product perceptions
Consumer
Activity
Analysis
Studying activities to identify unsatisfied needs
Market
Research
Locating areas of consumer dissatisfaction with current products
Some possible
sources of data has
been listed out to
give you a fair idea,
and it can be altered
as per your
requirement
External
Source of
New Product
Ideas

Sales Force
Innovation
Group Meetings
Research and Engineering
✓ Product Testing
✓ Product Enhancement
✓ Brainstorming
✓ Accident
Stockholders
Employee
Suggestions
Management
✓ Strategic Planning
✓ Marketing Manager
InternalSourcesof
NewProductIdeas
9

Product Roadmap
Q1
FY18 Product Launch
Q3
FY18
Bootstrap Upgrade
Q2
FY18 Tech Support Portal
Q1
FY19 Data Logging
Module
Q2
FY19 Chrome Support
Q3
FY19 Public API
10

Product Roadmap
Q1 FY18
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Product
Launch
Q3 FY18
Bootstrap
Upgrade
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capture your
Q2 FY19
Chrome
Support
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your needs and
capture your
Q2 FY18
Tech Support
Portal
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your needs and
capture your
Q1 FY19
Data Logging
Module
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your needs and
capture your
Q3 FY19
Public
API
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your needs and
capture your
11

01 Detailed Analysis
02 Category Analysis
03 Category Analysis - Example Slide
04 Porter’s Five Forces Analysis
New Product
Analysis
12

Detailed Analysis
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Adapt it to your needs and
capture your audience's
attention.
Weaknesses
W
attention.
Features
F
attention.
Benefits
B
attention.
Strengths
S
13

Category Analysis
Consumption Drivers
✓ Are the products packaged and sold in a way to
encourage single- serve consumption or sharing?
✓ Is there focus on the convenience of the product?
✓ Do health claims encourage the consumer to
purchase the product –if so what are the health
trends focused around losing weight, added vitamins?
Packing formats types & materials
✓ What is the most common pack size in the category?
✓ Are products sold individually or in multipacks?
✓ If products are sold in multipacks what is the number
of products in a pack?
✓ Do multipacks format products differ in size to those
sold individually?
✓ What material is used for packaging
Positioning Claims/trends
✓ What are the common claims made by products in
the category- for example, no added sugar, GM
free perfect for lunchboxes, 5-A-day etc.?
✓ What are the key themes of the claims-health,
convenience?
Price
✓ What is the price in the category (lowest-highest)?
✓ What is the average price in the category?
✓ Does the price premium change according to the
size of the product?
Once the concept has
been tested and
finalized, a business
case needs to be put
together to assess
whether the new
product/service will be
profitable
An example of a
business case has been
mentioned on the next
slide
14

Category Analysis – Example Slide
Positioning claims/trends
✓ Claim 1 (eg. Not from concentrate)
✓ Claim 2 (No added sugar)
✓ Claim 3
✓ Claim 4
Price
✓ Price 1 ($3 per carton)
✓ Price 2
✓ Price 3
✓ Price 4
Consumption drivers
✓ Driver 1 (Example Volume of consumption)
✓ Driver 2
✓ Driver 3
✓ Driver 4
Packaging
✓ Package 1 (1L carton )
✓ Package 2
✓ Package 3 Plastic bottle (750ml, 900ml,
1.25l, 1.35l)
✓ Package 4
Promotion
✓ Promotion1 (eg. Discounts)
✓ Promotion2
✓ Promotion3
✓ Promotion4
Products
✓ Product 1(Example Juice)
✓ Product 2
✓ Product 3
✓ Details 1
✓ Details 2
✓ Details 3
Details Which products dominate (Example,
Carton vs Small Packs)
15

Porter’s Five Forces Model
Bargaining Power of
suppliers
Power 1
Power 2
Bargaining Power of
Buyer
Power 1
Power 2
Barriers to Entry
Barrier 1
Barrier 2
Substitutes
Substitutes 1
Substitutes 2
Intensity of
Rivalry
Its a framework for analyzing
the level of competition
within an industry and
business strategy
development to derive five
forces that determine the
competitive intensity and
therefore the attractiveness
of an industry
16

Product Life
Cycle 01 Repositioning a Product
02 Introduction Stage
04 Maturity Stage
05 Decline Stage
03 Growth Stage
17

Introduction
Researching, developing
and then launching the
product.
Growth
Sales are increasing
at their fastest rate.
Maturity
Sales are near their
highest, however the rate of
growth is slowing down.
Decline
The final stage of the
cycle, sales begin to fall.
Product Life Cycle Stages18

Introduction Stage
High Cost Per
Customer Acquired
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Innovators Are
Targeted
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Little
Competition
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Negative
Profits
This slide is 100%
Low
Sales
This slide is 100%
Cost Targets Competition Profits Sales
This stage of the cycle
could be the most
expensive for a
company launching a
new product in which
these 5 factors play a
key role
19

Growth Stage
01
02
03
04
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it to your needs and capture your
audience’s attention.
Pricing
Distribution Channels
Product Quality
Promotions
The growth stage is
typically characterized by
a strong growth in sales
and profits, and because
the company can start to
benefit from economies of
scale in production, profit
margins will increase
20

Sales (Peak Sales)
Costs (Low cost per customer)
Profits (High Profits)
Marketing Objectives (Maximize profit
while defending market Share)
Product (Diversify Brand &
Models)
Price (Price to match or best
competitors)
Distribution (Build more
intensive distribution)
Advertising (Stress brand
differences & benefits)
Characteristics
Sale is at peak so:
• Enhance product features to
make it more appealing than
competitors
• Reduce prices due to stiff
competition
• Promote the factors
differentiating your product
from others
21
Maturity Stage

Sales (Declining Sales)
Costs (Low cost per customer)
Profits (Declining Profits)
Marketing Objectives (Reduce
expenditure & milk the brand)
Product (Phase out weak items)
Price (Cut Price)
Distribution (Phase out
unprofitable outlets)
Advertising (reduce only to
loyal customers)
Characteristics
Decline Stage Sale is declining so:
• Maintain The Product,
Possibly Rejuvenating It By
Adding New Features And
Finding New Uses
• Reduce Costs And Continue
The Offer
• Discontinue The Product
22

BCG matrix
Ansoff matrix
Empathy map
01
02
03
04 Kano model
Tools &
Techniques
23

BCG Matrix
High
HighLow Market Share
MarketGrowth
Low market share and high growth.
Value to business uncertain
Question Mark
High in market share and growth.
Likely best-performing product in
portfolio. Nurture sales
Star
High in market share, low in
growth. Use profits to fund NPD
Cash Cow
Low in market share and growth.
Consider renovating or divesting
product
Dog
There are two axes. The horizontal axis
measures market share from low to high;
the vertical axis measures market growth
from low to high. Apply this criteria to
each product you sell in order to plot
them on the chart. Wherever possible
use market and sales data; for example,
you could compare growth in sales
against the growth in the total market. In
the absence of data, use your best
judgment
24

Ansoff Matrix
New
Products
New
Existing
Markets
Selling new product to new
markets
Diversification
Selling more of your existing
products to existing customers
Penetration
Selling new products to
existing customers
Product Development
Market Development
Selling existing products to
new customers
Use the matrix to help you consider your
strategic options and determine the
necessity for new product development.
For example, your market analysis may
conclude that there is plenty of
opportunity for selling your current range
of products to your current range of
customers by penetrating the market with
promotional strategies, such as multi-buy
offers, to build loyalty
25

What does he/she Think and Feel?
✓ What really counts
✓ Major preoccupations
✓ Worries and aspirations
What does he/she Say and Do?
✓ Attitude in public
✓ Appearance
✓ Behavior toward others
What does he/she See?
✓ Environment
✓ Friends
✓ What the market offers
What does he/she Hear?
✓ What friends say
✓ What boss says
✓ What influencers say
26
✓ Feels ✓ FrustrationsPain Gain ✓ Wants/needs ✓ Measure of success
Empathy Map
First, brainstorm to come up with all
the possible customer segments to
whom you might want to sell your
product. Choose the customer that
you think is most likely to buy your
product. Give them a name and
some demographic characteristics,
such as marital status, income,
children and so on. Then, using the
diagram answer the following six
questions:

Kano Map
Very
satisfied
Very
dissatisfied
Need
executed poorly
Need
executed well
Excitement
Attributes
Performance
Attributes
Threshold
Attributes
Time
The model is divided into three distinct
categories:1. Must be (basic) attributes.
These are taken for granted attributes that the
product must have and if they are unfulfilled
consumers may be dissatisfied
2. One dimensional (performance)
attributes. These result in customer
satisfaction when fulfilled and dissatisfaction
when not fulfilled. 3. Attractive (excitement)
attributes. Their absence does not cause
dissatisfaction but their presence can delight
customers
27

Market Segmentation
Product Market Mapping
Competitive Strategies
01
02
03
04 Market Attractiveness
Market
Analysis
28

Market Segmentation
Geographic
✓ Region : Your Text Here
✓ Country : Your Text Here
✓ Population : Your Text Here
✓ Climate : Your Text Here
✓ Age : Your Text Here
✓ Gender : Your Text Here
✓ Nationality : Your Text Here
✓ Ethnicity : Your Text Here
✓ Occupation : Your Text Here
✓ Income : Your Text Here
✓ Family Size : Your Text Here
Demographic Psychographic
✓ Lifestyle : Your Text Here
✓ Personality : Your Text Here
✓ Values : Your Text Here
✓ Interest : Your Text Here
Behavioral
✓ Brand Loyalty : Your Text Here
✓ Benefits Sought : Your Text Here
✓ User Status : Your Text Here
✓ Usage Rates : Your Text Here
✓ Occasion : Your Text Here
✓ Readiness to Buy : Your Text Here
29

Product Market Mapping
Product Market Map
Less More
LessMore
Marketattractiveness
Competitive Strength
Need to calculate whether benefits of an
attractive market outweigh the cost of
investment to increase competitiveness
Best fit product line for the
client
Client is all advised to enter this
product line
Move the circles and
the text boxes as
per your company’s
competitive strength
& market
attractiveness
30

Competitive Strategies
CompetitiveEdge
Overall Low-cost Provider
Strategy
When a firm sets out to become the low
cost producer in its industry
Broad Differentiation
strategy
When a firm seeks to be unique in its
industry along some dimensions that are
widely valued by buyers
Focused Low Cost Strategy
When a firm seeks a cost advantage in
its target segment
Focused Differentiation
Strategy
When a firm seeks differentiation in its
target segment
NarrowTargetBroadTarget
Lower Cost Differentiation
Competitive Advantage
31

Market Attractiveness
Strong Medium WeekMediumHighLow
Business PositionMarketAttractiveness
High Attractiveness
Medium Attractiveness
Low Attractiveness
Move the circles as
per your company’s
market
attractiveness &
business position
32

01 Manufacturing Plan
04 Marketing Communication Plan
05 Digital Marketing Plan
02 Operations Plan
03 Marketing Launch Plan
06 Budgeting Plan
Development
Plans
33

Manufacturing Plan
Task Month Oct Nov Dec Jan Feb Mar Apr
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34

Operations Plan
Category Key Initiatives Prioritization Project Lead
Sales
Marketing
R&D
Operation
People
Financial And Admin
35

Marketing Launch Plan
Create Press Release
01
Update The Website02
Use Twitter03
Garner Endorsements04
Use Advertising
05
Build Demand 06
Create Email Contests 07
Attend Tradeshows 08
36

Marketing Communication Plan
Marketing
Communication
Plan
Direct Marketing
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Public Relations
Personal Selling
Advertising
Sales Promotion
37

Digital Marketing Plan
Content
Whitepaper
Development
Webinars Content Creation Initiative #6
Newsletter Sing Up Plugin Blog Post Developments Video W/Lead Capture Home Page Redesign
Paid Organic Search
Analytics
Implementation
Competitive Analysis Keyword Research New Bar
On Site SEO
Improvements
Ad Roll Campaign Iteration
Paid Organic Search Initiative
#6
Display Advertising Analysis
Email Marketing
In Trial Drip Campaign A/B Message Testing Conversion Initiative #4
Onboarding Optimization
Social Media
Influencer Outreach Program Social Media Initiative #4 Social Media Initiative #4
38

Budgeting Template
S.NO 01 02 03 04 Totals
1. Public Relations
PR Form $45
Press Release Development $45
Review Program $90
Total Public Relations $. $. $. $. $180
2. Web Marketing
Google As Words Program $80
Microsoft As Program $90
Yahoo As Program $40
Total Web Marketing $. $. $. $. $120
3. Advertising
Creative Development $45
Radio Advertising $25
Total Advertising $. $. $. $. $160
39

01 Repositioning a Product
04 Maturity Stage
02 Repositioning Strategy
03 Growth Stage
05 Decline Stage
Branding &
Repositioning
40

Repositioning A Product
✓ Involves promoting new & alternative product uses.
✓ Revitalizes product by building a new character.
✓ In same instances, leads to a new sub category.
Among Existing Customers
✓ Presenting product with a different twist to
entice new customers, and minimize
alienating current users.
✓ In some instances, leads to a new
category
To new Consumers
41

Repositioning StrategyTargetMarket
SameDifferent Product
Same Different
Image
Repositioning
Intangible
Repositioning
Tangible
Repositioning
Product
Repositioning
Rationale Behind The Strategy:
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and capture your audience's attention.
42

Building Brand Preference
Factors Potential Customers 1st Time Customer Loyal Customer
Acquisition Cost
Advertisement
Social media presence
Sponsor public events
Freebies
43

Cost Analysis
01
Production & Operation Cost
Analysis
02
Marketing & Launch Cost
Analysis
03
Business & Financial
Analysis
44

Production & Operation Cost Analysis
Cost item $/Year %
Raw Materials 2,203,000 32.66
Labor-Dependent 1,584,000 23.47
Equipment-Dependent 1,817,000 26.92
Laboratory/QC/QA 238,000 3.52
Consumables 0 0.00
Waste Treatment/Disposal 906,000 13.42
Utilities 0 0.00
Transportation 0 0.00
Miscellaneous 0 0.00
Advertising and Selling 0 0.00
Running Royalties 0 0.00
Failed Product Disposal 0 0.00
Total 6,747,000 100.00
45

Marketing & Launch Cost Analysis
46
Cost Benefit Analysis
Media Tactic Cost Benefit
Event $50,000
Approximately 40,000 Students Attend A
College 1
Guerrilla Marketing $40,000
Approximately 130,000 People Will Be
Exposed 1,3
Social Media
So
(FREE)
Approximately 1 Billion Accounts Exist
2,3
Pay with a Tweet $8,000
Approximately 175 Million People
Worldwide Have A Twitter Account 3
Promotional Video $3,000
You Tube Is Used 30 Billion Minutes Per
Month,
46

Business & Financial Analysis
Investment Idea 1 Idea 2 Idea 3
Equipment Rs.15.00 Rs.20.00 Rs.25.00
Land Cost Rs.5.00 Rs.7.00 Rs.9.00
Interior Cost Rs.20.00 Rs.25.00 Rs.30.00
Employee Cost Rs.2.00 Rs.4.00 Rs.6.00
Marketing Cost Rs.30.00 Rs.35.00 Rs.45.00
Other Cost Rs.6.00 Rs.8.00 Rs.10.00
Total Rs.78.00 Rs.99.00 Rs.125.00
47

01 Feasibility Review
04 Product Quality Check
02 Evaluating Scores
03 Alpha & Beta Testing Timelines
05 Launch Monitoring Dashboard
Product
Feasibility &
Review
48

Feasibility Review
Comments On
Feasibility Of Product
Comments On
Comments On
Comments On
Comments On
Project
Analysis
Scheduling
Requirement
Feasibility
Legal
Requirement
Feasibility
Economic
Feasibility
Operational
Feasibility
Technical
Feasibility
49

Evaluating Scores
Evaluator Strategic
Product
Advantage
Market
Attractiveness
Leverage
Competencies
Financial
Feasibility
Operational
Feasibility
Score Out
Of 60
Name 1 0 10 4 7 7 10 38
Name 2 10 7 4 4 7 4 36
Name 3 10 10 7 4 4 4 39
Name 4 10 7 7 4 7 0 35
Name 5 7 7 4 4 7 0 29
Name 6 7 5 4 4 4 0 24
Name 7 10 10 4 7 7 4 42
Name 8 7 7 4 7 7 0 32
Mean Team
Std. Dev. Total
61 63 38 41 50 22 275
7.6 7.5 4.8 5.1 6.3 2,8 34.4
10 7 4 4 7 4 36
3.42 1.89 1.39 1.55 139 3.54
Score the product’s
listed factors from team
members perspective
(the listed factors can
be altered)
50

Alpha & Beta Tasting Timelines
Alpha Testing
Done in a lab type environment
Target Date:
15th September
Beta Testing
Includes a limited group of
users outside of the company
Target Date:
15th December
Full Scale
Show
Target Date:
15th March
51

Product Quality Check
50%
Bad
Poor
Average
Good
Excellent
Rate the product’s
quality as per the alpha/
beta testing done in the
previous slide
52

Launch Monitoring Dashboard
Customer Satisfaction
80%
High
Return on Investment
20%
Low
Target Units Sold
45%
Medium
53

56
Our
Mission
This is a representative
image, and should be
replaced by your own
image. Just right click
and replace image.

57
Meet Our
Awesome Team
John Smith
Financial Manager
your needs and capture your audience's
attention.
Julie Hill
Marketing Manger
your needs and capture your audience's
attention.

This is a representative image, and should
be replaced by your own image. Just right
click and replace image.
AboutUs
58

59
Vision
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needs and capture your audience's
attention.
Mission
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needs and capture your audience's
attention.

Comparison
50%
60%
Male
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and capture your audience's attention
Female
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and capture your audience's attention
60

Financial
60%
Minimum
audience's attention
80%
Medium
90%
Maximum
61

62
Quotes
“Great things in
business are never done
by one person. They’re
done by a team of
people.”
-Steve Jobs

Timeline
Start
20132012
2010
2011
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63

Timeline Continued…
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END
2015
2017
20162014
64

0
10
20
30
40
50
60
70
80
90
100
FY '16 FY '17 FY '18
SalesinPercentage(%)
✓ Product 1
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to your needs and capture your
✓ Product 3
✓ Product 2
Bar Graph
This graph/chart is linked to excel, and changes automatically based on
data. Just left click on it and select “Edit Data”.
66

0
1
2
3
4
5
6
7
8
9
10
0
10
20
30
40
50
60
70
80
90
100
FY' 11FY' 12FY' 13FY' 14FY' 15FY' 16FY' 17FY' 18
GrowthRate(%)
MarketSize(RMB100Million)
✓ Product 1
✓ Product 3
✓ Product 2
Combo Chart
67

0
10
20
30
40
50
60
70
80
01-05-2017
01-06-2017
01-07-2017
01-08-2017
✓ Product 1
✓ Product 3
✓ Product 2
Radar Chart
68

69
Thank You
Address:
# street number, city, state
Contact Number:
0123456789
Email Address:
emailaddress@123gmail.com

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