A tool that facilitates the construction of new products, brands, brand extensions, line extensions et. What do we get in the end? fully developed products & brands ready to use by the brand managers generation of product(s) based on clients’ expectations detailed description of target groups benefits & values to be communicated USP of each generated product structured matrix of competitors and competitor products that allows rapid decisions and actions

1. PRODUCT DEVELOPMENT
Your Contact
Stefan Andrei, Marketing Manager
Mobile: 0040.745.388.986;
E-mail: stefan.andrei@exactcc.ro

2. 2
Exact Product
Creator
means
product
development
through…
Overview
Step out and see
the bigger picture!
Trends
Look for needs and
expectations that may
turn into trends

3. • A tool that facilitates the
construction of new
products, brands, brand
extensions, line extensions
etc
• What do we get in the end?
Fully developed products & brands ready
to use by the brand managers
What is Product Development?

4. Product development process
(Exact Product Creator)
Step 1
Define consumer
segments and/ or
sub segments
Step 2
Product
development matrix
(segments vs. product
types)
Step 3
Consumer benefits
(what each segment
want from each
product)
Step 4
B.A.C. process
(transform benefits
into characteristics)
Step 5
Define product
options
Step 6
Test product options
acceptance
Step 7
Fine tune products
Step 8
Test product options
potential

5. 5
Research Involved
The research involved in
the process consists in 2
categories/ types:
market data that
generates product
development
market data that
validates products

6. • Using the data from the Exact
Market Mapping (U&A), the market
segments that present potential for
different product types are
established.
• A full description of the segments
is required in order to later facilitate
the communication process.
• Method: Market Mapping
Step 1
Define consumer
segments and/ or
sub segments

7. • A matrix is created using two
axes: segments and product
types
• The matrix will be filled with 2
types of data: competitors and
their actual products and
services.
• Method: Market Mapping
Step 2
Product development
matrix (segments vs.
product types)

8. • The previous constructed matrix will be
completed by adding the benefits
expected by clients of each segment
(the degree in which the competitors
are fulfilling the clients’ needs is
determined).
• The benefits represent the premises for
new products.
• Method: Market Mapping
Step 3
Consumer benefits

9. Example of Market Segmentation
Cluster 3
Volume
12%
Weight
15%
Cluster 2
Volume
38%
Weight
40%
Cluster 1
Volume
50%
Weight
45%
Price oriented
Attention paid to food quality
Volume : percentage of total consumption (Penetration x Frequency)
Weight : percentage households
Light users
NUTRITIONISTS
Average users
Heavy users
HOUSEWIVES
UTILITARIANS

10. Volume split
per category
Housewives Nutritionists Utilitarians
White loaf bread 70% 10% 20%
Traditional bread 10% 15% 3%
Graham loaf bread 5% 40% 2%
Toast 10% 10% 50%
Graham toast 5% 25% 25%
total 100% 100% 100%
Example of PD Matrix - Volumes

11. Housewives Nutritionists Utilitarians
White loaf bread
Traditional bread
Graham loaf bread
Toast
Volume
Competition
Consumer Benefits
Consumer Description
Graham toast
PD Matrix

12. • The process represents the reverse
of the sales/ marketing process.
• The process requires the involvement
of the marketing & strategy, technical
department and research.
• Method: Workshop session
Step 4
B.A.C. process
CharacteristicsAttributesBenefits

13. • Based on the characteristics
generated in the previous step,
product options are generated
using combinations of the
characteristics.
• The product options are generated
by marketing & technical
department in order to comply
respect Company business
objectives.
• Method: internal workshop
Step 5
Define product
options

14. • Each set of options undergoes a
qualitative test in order to verify
that product features really
transmit to the clients the
expected benefits.
• The test is designed a tool to seek for
improvements in each product option.
• Method: Qualitative research
Step 6
Test product options
acceptance

15. • As a result of the qualitative test each
product option is fine tuned.
• Product features are modified in order
to transmit (generate at client level)
the expected benefits (Step 3).
• The adjustments are made by the
technical department under the
guidance of marketing.
• Method: internal workshop
Step 7
Fine tune products

16. • Finally after fine tuning,
product options are tested in
order to establish the
potential of each product.
• The purpose of the testing is on
one hand to establish the
success of the product vs.
competitor products and one
the other hand to rank the
product options and
facilitate the choice of one
per each matrix cell.
• Method: Quantitative research
Step 8
Test product options
potential

17. A. generation of product(s) based on clients’
expectations
B. detailed description of target groups
C. benefits & values to be communicated
D. USP of each generated product
E. structured matrix of competitors and
competitor products that allows rapid
decisions and actions
Main results of product development
process

18. Thank you!
Your Contact
Stefan Andrei, Business Development Consultant
Tel.: 0745.388.986; E-mail: stefan.andrei@exactcc.ro