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1. New Product
Management
Your Company Name

2. WWW.COMPANY.COM
Opening
(9:30am to 10:00am)
01
Guest Check
(10:00am to 10:30am)
02
Files Distribute
(10:30am to 11:00am)
03
Break - Time
(11:00am to 11:30am)
04
Agenda

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

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

5. New Product Introduction 5
Explain the product idea in brief:
e.g. to lock and unlock door from your smartphone
➢ Explain the product idea in detail for e.g. Requirement of the product
➢ Technology used
➢ Benefits
Product Details
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

6. New Product Detailed Overview 6
➢ Degree to which project aligns with
business strategy
➢ Strategic Importance
Strategic
➢ Unique benefits
➢ Meets customer needs better
➢ Value for money
Product Advantage
➢ Market size
➢ Market growth
➢ Competitive situation
Market attractiveness
➢ Market synergies
➢ Technological synergies
➢ Manufacturing/processing synergies
Synergies
➢ Technical gap
➢ Complexity
➢ Technical uncertainty
Technical Feasibility
➢ Expected profitability (Magnitude ; e.g. NPV)
➢ Return(e.g. IRR)
➢ Payback period
➢ Low cost and fast to do
Profitability Analysis
This step is crucial to
ensure that unsuitable
ideas are rejected as soon
as possible as Ideas need
to be considered
objectively
WWW.COMPANY.COM

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

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

9. Internal Sources of New Product Ideas 9
WWW.COMPANY.COM
Management
➢ Strategic Planning
➢ Marketing Manager
Research and
Engineering
➢ Product Testing
➢ Product Enhancement
➢ Brainstorming
➢ Accident
Stockholders
Employee Suggestions
Innovation Group Meetings
Sales Force

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

11. Product Roadmap 11
WWW.COMPANY.COM
Q1 FY18 Q2 FY18 Q3 FY18
Q1 FY19 Q2 FY19 Q3 FY19
Product
Launch
Adapt it to your needs and
capture your audience's
attention.
Tech Support
Portal
Adapt it to your needs and
capture your audience's
attention.
Bootstrap
Upgrade
Adapt it to your needs and
capture your audience's
attention.
Chrome
Support
Adapt it to your needs and
capture your audience's
attention.
Data Logging
Module
Adapt it to your needs and
capture your audience's
attention.
Public
API
Adapt it to your needs and
capture your audience's
attention.

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

13. Detailed Analysis 13
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Weaknesses
Features
Strengths
Benefits

14. Category Analysis 14
WWW.COMPANY.COM
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?
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?
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?
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?
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

15. Category Analysis – Example Slide 15
WWW.COMPANY.COM
✓ Product 1(Example- Juice)
✓ Product 2
✓ Product 3
Details Which products dominate
(Example- Carton vs Small Packs)
✓ Details 1
✓ Details 2
✓ Details 3
Products
✓ Claim 1 (Example- Not from concentrate)
✓ Claim 2 (Example- No added sugar)
✓ Claim 3
✓ Claim 4
Positioning claims/trends
✓ Price 1 (Example- $3 per carton)
✓ Price 2
✓ Price 3
✓ Price 4
Price
✓ Driver 1 (Example- Volume of
consumption)
✓ Driver 2
✓ Driver 3
✓ Driver 4
Consumption drivers
✓ Package 1 (Example- 1L carton )
✓ Package 2
✓ Package 3
✓ Package 4
Packaging
✓ Promotion1 (Example- Discounts)
✓ Promotion2
✓ Promotion3
✓ Promotion4
Promotion

16. Porter’s Five Forces Model 16
WWW.COMPANY.COM
Bargaining Power of Suppliers Bargaining Power of Buyer
Barriers to Entry Substitutes
• Barrier 1
• Barrier 2
• Substitutes 1
• Substitutes 2
• Power 1
• Power 2
• Power 1
• Power 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

17. Product Life Cycle 17
WWW.COMPANY.COM
Product Life Cycle Stages
01
Introduction Stage
02
Growth Stage
03
Maturity Stage
04
Decline Stage
05

18. Product Life Cycle Stages 18
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Decline
Maturity
Introduction
Researching, developing
and then launching the
product.
Growth
Sales are increasing
at their fastest rate.
Sales are near their
highest, however the rate
of growth is slowing down.
The final stage of the
cycle, sales begin to fall.
Introduction
Researching, developing
and then launching the
product.
Growth
Sales are increasing
at their fastest rate.
Decline
The final stage of the
cycle, sales begin to fall.
Maturity
Sales are near their
highest, however the rate
of growth is slowing down.

19. Introduction Stage 19
WWW.COMPANY.COM
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Sales
Low
sales
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attention.
Profits
Negative
profits
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Competition
Little
competition
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attention.
Targets
Innovators are
targeted
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Cost
High cost per
customer
acquired
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

20. Growth Stage 20
WWW.COMPANY.COM
Product
Quality
Pricing
Distribution
Channels
Promotions
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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

21. 21
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01
Sales (Peak Sales)
02
Costs (Low cost per customer)
03
Profits (High Profits)
04
Marketing Objectives (Maximize profit while defending market Share)
06
Price (Price to match or best competitors)
08
Advertising (Stress brand differences & benefits)
07
Distribution (Build more intensive distribution)
05
Product (Diversify Brand & Models)
Maturity
Stage
(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

22. 22
WWW.COMPANY.COM
01
Sales (Peak Sales)
02
Costs (Low cost per customer)
03
Profits (High Profits)
04
Marketing Objectives (Maximize profit while defending market Share)
06
Price (Price to match or best competitors)
08
Advertising (Stress brand differences & benefits)
07
Distribution (Build more intensive distribution)
05
Product (Diversify Brand & Models)
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
Decline
Stage
(Characteristics)

23. Tools & Techniques 23
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BCG Matrix
01
Ansoff Matrix
02
Empathy Map
03
Kano Model
04

24. BCG Matrix 24
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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
High
High
Low Market Share
Market
Growth
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

25. Ansoff Matrix 25
WWW.COMPANY.COM
Selling existing products
to new customers
Market Development
Selling new product to
new markets
Diversification
Selling new products to
existing customers
Product Development
Selling more of your
existing products to
existing customers
Penetration
New
New
Existing Products
Markets
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

26. Empathy Map 26
WWW.COMPANY.COM
Pain
➢ Feels
➢ Frustrations
Gain
➢ Wants/needs
➢ Measure of success
What does he/she
Think and Feel?
➢ What really counts
➢ Major preoccupation
➢ Worries and aspirations
What does he/she
Hear?
➢ What friends say
➢ Major boss says
➢ What influencers say
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
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:

27. Kano Map 27
WWW.COMPANY.COM
Need executed poorly Need executed well
Very satisfied
Very dissatisfied
Excitement Attributes
Performance Attributes
Time
Threshold Attributes
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

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

29. Market Segmentation 29
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➢ Region
➢ Country
➢ Population
➢ Climate
➢ Age
➢ Gender
➢ Nationality
➢ Occupation
➢ Income
➢ Family Size
➢ Lifestyle
➢ Personality
➢ Values
➢ Interest
➢ Brand Loyalty
➢ Benefits Sought
➢ User Status
➢ Usage Rates
➢ Occasion
➢ Readiness To Buy
Geographic Demographic Psychographic Behavioral

30. Geographic Segmentation 30
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25%
30%
20%
40%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
ASIA
AUSTRALIA
SOUTH AMERICA
NORTH AMERICA
Asia 25%
30%
South America 20%
North America 40%

31. Geographic Segmentation 31
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Segmentation
1
Segmentation
3
Segmentation
4
Segmentation
2

32. Demographic Segmentation 32
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Demographic
Segmentation Group 1
Demographic
Segmentation Group 2
Demographic
Segmentation Group 3
Demographic
Segmentation Group 6
Demographic
Segmentation Group 5
Demographic
Segmentation Group 4

33. Psychographic Segmentation 33
WWW.COMPANY.COM
Opinions Behaviors
Attitudes Values
Activities Interests

34. Behavioral Segmentation
WWW.COMPANY.COM 34
Rejecter
Not yet
repeated
Repeated
Target
Market
Aware Unaware
Switcher
Light user
Regular
user
Heavy
user
Neutral
Not tried Tried
Loyal to
other brand
Light to
other
Negative
opinion
Favorable
opinion

35. Behavioral Segmentation 35
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Segmentation 1
Segmentation 2
Segmentation 3

36. Product Market Mapping 36
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Need to calculate whether benefits
of an attractive market outweigh
the cost of investment to increase
competitiveness
Client is all advised to
enter this product line
Best fit product line for the
client
Less More
Less
More
Market
attractiveness
Competitive Strength
Product Market Map Move the circles and
the text boxes as per
your company’s
competitive strength &
market attractiveness

37. Competitive Strategies 37
WWW.COMPANY.COM
Lower Cost Lower Cost
Lower Cost Lower Cost
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
Narrow
Target
Broad
Target
Competitive
Edge Competitive Advantage

38. Market Attractiveness 38
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Business Position
Market
Attractiveness
Strong Medium Week
Strong
Medium
Week
High Attractiveness
Medium Attractiveness
Low Attractiveness
Move the circles as
per your company’s
market attractiveness
& business position

39. Development Plans 39
WWW.COMPANY.COM
Manufacturing Plan
01
Operations Plan
02
Marketing Launch Plan
03
Marketing Communication Plan
04
Digital Marketing Plan
05
Budgeting Plan
06

40. Manufacturing Plan 40
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Task Month Oct Nov Dec Jan Feb Mar Apr
Task 01
Task 02
Task 03
Task 04
Task 05

41. Category Key Initiatives Prioritization Project Lead
Sales
Marketing
R&D
Operation
People
Financial and Admin
Operations Plan

42. Marketing Launch Plan 42
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Update the website
Garner endorsements
Build Demand
Attend Tradeshows
Create press release
Use Twitter
Use Advertising
Create Email Contests

43. Marketing Communication Plan 43
WWW.COMPANY.COM
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audience's attention.
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audience's attention.
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audience's attention.
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audience's attention.
Adapt it to your needs and capture your
audience's attention.
Direct Marketing
Personal Selling
Advertising
Public Relations
Sales Promotion
Marketing
Communication
Plan

44. Digital Marketing Plan 44
WWW.COMPANY.COM
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

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

46. Branding & Repositioning 46
WWW.COMPANY.COM
Repositioning a Product
01
Repositioning Strategy
02
Growth Stage
03
Maturity Stage
04
Decline Stage
05

47. Repositioning a Product 47
WWW.COMPANY.COM
✓ 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
✓ 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

48. Repositioning Strategy 48
WWW.COMPANY.COM
Target
Market
Same
Different
Product
Same Different
Image
Repositioning
Intangible
Repositioning
Tangible
Repositioning
Product
Repositioning
Rationale behind the strategy:
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49. Building Brand Preference 49
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Factors
Potential
Customers
1st Time
Customer
Loyal Customer
Acquisition Cost
Advertisement
Social Media
Presence
Sponsor Public
Events
Freebies

50. Cost Analysis 50
WWW.COMPANY.COM
Production & Operation Cost Analysis
01
Marketing & Launch Cost Analysis
02
Business & Financial Analysis
03

51. Production & Operation Cost Analysis 51
WWW.COMPANY.COM
Cost item $/Year Percentage (%)
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

52. Marketing & Launch Cost Analysis 52
WWW.COMPANY.COM
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,

53. Business & Financial Analysis 53
WWW.COMPANY.COM
Investment Equipment Land
Cost
Interior
Cost
Employee
Cost
Marketing
Cost
Other
Cost
Total
Idea 1 15 5 20 2 30 6 Rs.78
Idea 2 20 7 25 4 35 8 Rs.99
Idea 3 25 9 30 6 45 10 Rs.125

54. Product Feasibility & Review 54
WWW.COMPANY.COM
Repositioning a Product
01
Evaluating Scores
02
Alpha & Beta Testing Timelines
03
Product Quality Check
04
Launch Monitoring Dashboard
05

55. Feasibility Review 55
WWW.COMPANY.COM
Operational Feasibility
Comments on Feasibility of product
Economic Feasibility
Comments on Feasibility of product
Technical Feasibility
Comments on Feasibility of product
Legal Requirement Feasibility
Comments on Feasibility of product
Scheduling Requirement Feasibility
Comments on Feasibility of product
Project
Analysis

56. Evaluating Scores 56
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Evaluator Name 1 Name 2 Name 3 Name 4 Name 5 Name 6 Name 7 Name 8 Mean Team Std. Dev. Total
Strategic 0 10 10 10 7 7 10 7 61 7.6 10 3.42
Product Advantage 10 7 10 7 7 5 10 7 63 7.5 7 1.89
Market
Attractiveness
4 4 7 7 4 4 4 4 38 4.8 4 1.39
Leverage
Competencies
7 4 4 4 4 4 7 7 41 5.1 4 1.55
Financial Feasibility 7 7 4 7 7 4 7 7 50 6.3 7 139
Operational
Feasibility
10 4 4 0 0 0 4 0 22 2,8 4 3.54
Score Out of 60 38 36 39 35 29 24 42 32 275 34.4 36
Score the product’s
listed factors from team
members perspective
(the listed factors can
be altered)

57. Alpha & Beta Testing Timelines 57
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Twin Aims of Beta
Testing
To get customer feedback
and inspiration to do a
sanity test
Target Date:
15th September
Target Date:
15th December
Target Date:
15th March
Full Scale
Show
Alpha Testing
Done in a lab type environment
Beta Testing
Includes a limited group of
users outside of the company

58. Product Quality Check 58
WWW.COMPANY.COM
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Bad
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your audience's attention.
Average
Poor
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your audience's attention.
Good
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your audience's attention.
Excellent
Adapt it to your needs and
capture your audience's attention.
50%
Rate the product’s
quality as per the
alpha/ beta testing
done in the previous
slide

59. Launch Monitoring Dashboard 59
WWW.COMPANY.COM
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Customer Satisfaction
70%
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and capture your audience's attention.
Return on Investment
35%
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Target Units Sold
50%
Monitor the launch of
the product on the
basis of any three
KPI’s
30
0
50
70
100
10
20
40 60
80
90
30
0
50
70
100
10
20
40 60
80
90
30
0
50
70
100
10
20
40 60
80
90

60. Icons for New Product Management 60
WWW.COMPANY.COM

61. Additional Slides

62. Vision
&
Mission
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Vision
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Mission
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Goal

63. WWW.COMPANY.COM
About
Us
Professional
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Creative
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Talented
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64. Marry Parker
CEO & Founder
Robin Clark
Developer
Jasmin Smith
Designer
Peter Lee
Finance Manager
Our Team

65. 65
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Awareness
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Quality
Success
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Our Main
Goals

66. Comparison 66
WWW.COMPANY.COM
Facebook Gender Comparison
vs
70
%
Female Accounts
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30
%
Male Accounts
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67. Dashboard 67
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0
50
100
0
50
100
0
50
100
Low
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Medium
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High
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68. Location 68
WWW.COMPANY.COM
Users in USA
70%
50%
35%
Users in China
73%
32%
65%
USA China

69. 69
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2017
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2015
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2014
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2016
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Timeline
2013
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70. Puzzle 70
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71. Target 71
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72. Venn 72
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73. Mind Map 73
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74. Our Charts

75. Pie Chart 75
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50%
20%
10%
20%
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Product 01
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Product 02
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Product 03
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Product 04

76. Area Chart
WWW.COMPANY.COM 76
0
10
20
30
40
50
60
70
80
90
100
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Feb
Jan
Sales
in
Percentage
(%)
Financial Year 2016
Product 01
Product 02

77. Clustered Column - Line 77
WWW.COMPANY.COM
Product 01
Product 02
Product 03
Sales
In
Percentage
(%)
0
20
40
60
80
100
2014 2015 2016 2017
Q1 Q2 Q3 Q4
FY 2016

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