Professional Documents
Culture Documents
step often seen as a necessary evil, yet very powerful and with long-lasting effects. pre-technical evaluation, and summarizes what must be done. range from simple checklists to complex mathematical models. professional firms undertake, last low-risk evaluation
Forces
Methods Most
To
Recycle and rework concepts Rank order good concepts Track appraisals of failed concepts
To
Avoid potholes
10-3
Screening Alternatives
Judgment/Managerial Concept
Opinion
Forecast
(if only issue is whether consumers will like it)
Scoring
Models
10-4
Factors: Degree of Fun Number of People Affordability Capability Student's Scores: Fun People Affordability Capability Totals
Answer: Go boating.
10-5
10-6
Factor
Score (1-5)
Weight
Weighted Score
Technical Accomplishment: Technical task difficulty Research skills required Rate of technological change Design superiority assurance Manufacturing equipment... Commercial Accomplishment: Market volatility Probable market share Sales force requirements Competition to be faced Degree of unmet need...
10-7
The Scorers
Scoring
Team:
Major Functions (marketing, technical, operations, finance) New Products Managers Staff Specialists (IT, distribution, procurement, PR, HR)
Problems
with Scorers:
May be always optimistic/pessimistic May be "moody" (alternately optimistic and pessimistic) May always score neutral May be less reliable or accurate May be easily swayed by the group May be erratic
10-8
Figure 10.5
Position
Customer/Market Need
Competencies/Skills
Complexity
Market/Brand Recognition
Manufacturing
Source: John Davis, Alan Fusfield, Eric Scriven, and Gary Tritle, Determining a Projects Probability of Success, Research-Technology Management, May-June 2001, pp. 51-57.
Empirical Expert
Analytic
10-10
A Profile Sheet
Figure 10.6
10-11
Strategic alignment Existence of market need Likelihood of technical feasibility Product advantage Environmental health and safety policies Return versus risk Show stoppers (killer variables)
10-12
Strategic (alignment and importance) Product advantage (unique benefits, meets customer needs, provides value for money) Market attractiveness (size, growth rate) Synergies (marketing, distribution, technical, manufacturing expertise) Technical feasibility (complexity, uncertainty) Risk vs. return (NPV, IRR, ROI, payback)
10-13
Tech. Fit
Desi gn Mat erials S uppl y Mf g. Tec h. Mf g. Tim ing Diff erential A dv antage
Dollar Risk
P ay of fs Los ses
Uncer tainty
Unmit igated Mi tigat ed
Products 1, 2, 3, and 4
10-14
PRODUCT TESTING
Provides
a critical measures of a new product's market potential important in FMCG Cos. testing for four purposes
Extremely Product
Against competition: which of the alternatives offered is preferred relative to competition Product improvement: whether an improved formula could replace the current product Cost saving: whether a less expensive product could replace the current one Concept fit: whether the resembles the selling message product variant
Four
basic principles
Representative of the product that will be in the market ultimately Name, packaging should be similar If different formulas are used, size, shape, colour to be identical Avoid labels that bias (e.g. sequence of letters etc.)
designs where a evaluates one product, having product for comparison products
consumer no other
Comparison Sequential
monadic - rates one product and then is given a second product (rated) independently then compared - rates one product, is given a second product and compares both comparison - directly compares two products
Protomonadic Paired
Repeat-paired
comparison - consumer is given two or more sets of products to compare against each other at two different points of time robin - tests where a series of products is tested against each other designs - is given 2 samples of one product and one sample of another to identify the one that differs - a standard product is given and asked to determine which of the other (two) products are similar - asked to determine if one product is different from the other
Round
Triangle
Duo-trio
Difference
In
- home testing Vs
Central location
(expensive)
- usually a week, depends on the product, purchase cycle wave extended product test consumers encouraged to buy at intervals coinciding with normal product cycle
Advantages:
Identification of novelty product wear outs Identification of problems Market share prediction Potential segments
Monadic is realistic. Typically a consumer uses a product at a time and decides Monadic tests are difficult to interpret. (e.g. 80% say "excellent") Comparison tests concentrate on product differences certain situations involving sensory evaluations, comparison tests are impractical.
In
Questions
asked - Preference, overall rating attribute rating, likes-dislikes, uniqueness, usage pattern etc.
Sampling
standards
preference that is statistically significant Where claims of superiority are made should have significant preference. Conventions may vary with MR agencies
Questions
asked - Preference, overall rating attribute rating, likes-dislikes, uniqueness, usage pattern etc.
Sampling
standards
preference that is statistically significant Where claims of superiority are made should have significant preference. Conventions may vary with MR agencies
cannot decide on the merits and demerits of a new product quickly a few product testers, distinct from/in contrast to from potential buyers need to adapt products to suit their needs have expertise in the product
Testers Buyers
confirm selection of features, both core and optional test accuracy and usefulness of support material assess level of training required evaluate perceived strengths and weaknesses compared to those of competitors promote sales with site chosen use site as a demo for product benefits
A systems approach needed : Methods and procedures of product testing should constitute a standardized system for like products Normative databases need to be built over time for better interpretation Same research company Real environment tests Relevant variables from consumers' perspective (particularly while using qualitative methods) Conservative action established products while dealing with