Chapter 9

A Global Perspective
Philip Kotler
Gary Armstrong
Swee Hoon Ang
9 Siew Meng Leong
Chin Tiong Tan
New Product Oliver Yau Hon-Ming
Development and PowerPoint slides adapted by

Peggy Su
Product Life-Cycle
Strategies
Copyright © 2009 Pearson Education South Asia Pte Ltd 9-1

Learning Objectives
After studying this chapter, you should be able to:
1. Explain how companies find and develop new-product
ideas
2. List and define the steps in the new-product
development process and the major considerations in
managing this process
3. Describe the stages of the product life cycle
4. Describe how marketing strategies change during the
product’s life cycle
5. Discuss two additional product and services issues:
socially responsible product decisions and international
product and services marketing

Chapter Outline
1. New-Product Development Strategy

2. New-Product Development Process
3. Managing New-Product Development
4. Product Life-Cycle Strategies
5. Additional Product and Service
Considerations

New-Product Development Strategy
A firm can obtain new products through:
• Acquisition
• New-product development

• Acquisition refers to the buying of a whole
company, a patent, or a license to produce
someone else’s product.
• New product development refers to
original products, product improvements,
product modifications, and new brands
developed from the firm’s own research and
development.

Reasons for new product failure
• Overestimation of market size
• Poor design
• Incorrect positioning
• Wrong timing
• Priced too high
• Ineffective promotion
• Management influence
• High development costs
• Competition

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New-Product Development Process

Idea Generation
• New idea generation is the systematic
search for new product ideas.
• Sources of new-product ideas
• Internal
• External

Idea Generation
• Internal sources refer to the company’s own
formal research and development, management
and staff, and intrapreneurial programs.
• External sources refer to sources outside the
company such as customers, competitors,
distributors, suppliers, and outside design firms.

Idea Generation:
• Crowdsourcing: inviting broad communities of
people customers, employees, independent
scientists ad researchers, and even public at
large—into the new product innovation process
Ex: Ben & Jerry’s ice creams, Starbucks

Idea Screening:
•Idea screening refers to reviewing new-

product ideas in order to drop poor ones as
soon as possible.

Concept Development and Testing
• Product concept is a detailed version of the

idea stated in meaningful consumer terms.
• Product image is the way consumers perceive
an actual or potential product.
Concept Development and Testing
• Concept testing Testing new product concepts
with a group of target customers to find out if the
concepts have strong consumer appeal.

• Marketing strategy development design an

initial marketing strategy for introducing the
product to the market, including:
- Target market
- The planned value proposition
- Sales, market share, profit goals
Marketing Strategy Statement
Part 1:
• Description of the target market
• Product positioning, sales, market share, and profit
goals
Part 2:
• Price distribution and budget
Part 3:
• Long-term sales, profit goals, and marketing mix
strategy

Business Analysis
• Business analysis is a review of the sales,

costs, and profit projections for a new product to
find out whether these factors satisfy the
company’s objective.

Product Development
• Product development involves the creation and

testing of one or more physical versions by the
R&D or engineering departments.
• Requires an increase in investment

• Test marketing is the stage at which the product and

marketing program are introduced into more realistic
marketing settings.
• Test marketing provides the marketer with
experience in testing the product and entire
marketing program before full introduction.

Test Marketing
• When firms test market
• New product with large investment
• Uncertainty about product or marketing program
• When firms may not test market
• Simple line extension
• Copy of competitor product
• Low costs
• Management confidence

Test Marketing
• Approaches to test marketing
• Standard test markets
• Controlled test markets
• Simulated test markets

Test Marketing
Standard test markets
• Small representative markets where the firm conducts
a full marketing campaign
• Uses store audits, consumer and distributor surveys,
and other measures to estimate product performance
• Results are used to
• Forecast national sales and profits
• Discover product problems
• Fine-tune the marketing program
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Test Marketing
Challenges of standard test markets
• Cost
• Time
• Competitors can monitor the test as well
• Competitor interference
• Competitors gain access to the new product before
introduction

Test Marketing
Controlled test markets
• Panels of stores that have agreed to carry new
products for a fee
• Less expensive than standard test markets
• Faster than standard test markets
• Competitors gain access to the new product

Test Marketing
Simulated test markets
• Events where the firm will create a shopping
environment and note how many consumers buy the
new product and competing products
• Provides measure of trial and the effectiveness of
promotion
• Researchers can interview consumers

Test Marketing
• Advantages of simulated test markets
• Less expensive than other test methods
• Faster
• Disadvantages of simulated test markets
• Not considered as reliable and accurate due to the
controlled setting

• Commercialization is the introduction of the new

product
• When to launch
• Where to launch
• Planned market rollout

Managing New-Product Development
New-Product Development Strategies
• Successful new-product development requires:
• Customer-centered
• Team-based new product development
• Systematic effort

• Customer-center new-product development
focuses on finding new ways to solve customer
problems and create more customer satisfying
experiences
• Customer involvement has a positive effect on
new product development

Team-based new product development
• Sequential new-product development is a
development approach where company
departments work closely together individually to
complete each stage of the process before
passing along to the next department or stage.
• Increased control in risky and complex projects
• Slow

• Team-based new-product development is a
development approach where company
departments work closely together in cross-
functional teams, overlapping in the product-
development process to save time and increase
effectiveness.

• Team-based versus sequential new-product
development
• Team-based can increase tension and confusion
• Team-based is faster and more flexible

• Systematic new-product development is an
innovative development approach that collects,
reviews, evaluates, and manages new-product
ideas.
• Creates an innovation-oriented culture
• Yields a large number of new-product ideas

Product Life-Cycle Strategies
• Product life-cycle (PLC) is the course that a
product’s sales and profits take over its lifetime.
• Product development
• Introduction
• Growth
• Maturity
• Decline

Sales and profits over the product’s life from inception to decline

• Product life-cycle (PLC) concept describes
• Product class (gasoline-powered automobile)
• Product form (SUVs)
• Brand (the Ford Escape)

• Product classes have the longest life cycles,
with sales of many product classes in the mature
stage for a long time.
• Product forms have the standard PLC shape:
introduction, rapid growth, maturity, and decline.
• Brands have changing PLCs due to competitive
threats.

• PLC can be applied as:
- Style
- Fashion
- Fads

• Style is a basic and distinctive mode of
expression.
• Fashion is a currently accepted popular style
in a given field.

• Fads are temporary
periods of unusually
high sales driven by
consumer enthusiasm
and immediate
product or brand
popularity.

Other Product Life-Cycle Stages:
• Introduction stage is when the new product

is first launched.
• Takes time
• Slow sales growth
• Little or no profit
• High distribution and promotion expense

Growth stage is when the new product satisfies
the market.
• Sales increase • Product quality increases
• New competitors enter • New features
the market • New market segments
• Price stability or decline and distribution channels
to increase volume are entered
• Consumer education
• Profits increase
• Promotion and
manufacturing costs gain
economies of scale

• Maturity stage is a long-lasting stage of a
product that has gained consumer acceptance.
• Slowdown in sales
• Many suppliers
• Substitute products
• Overcapacity leads to competition
• Increased promotion and R&D to support sales
and profits.

Maturity Stages:
Product managers should:
• Modifying the market
• Modifying the product
• Modifying marketing mix

Maturity Stages:
Modifying Strategies:
• Market modifying: company tries to increase
consumption of the current product by:
• Finding new users
• Increase usage of existing users
• Finding new market segments
Ex: L’oreal’s men expert products “Built with men in
mind”

Maturity Stages:
• Product modifying: changing the characteristics
such as quality, features, style, packaging, or
technology platforms to retain current users or
attract new ones.
Ex: Samsung Chef Collection

Maturity Stages:
• Marketing mix modifying strategy improving
sales by changing one or more of the marketing
mix elements.
• Price
• Promotion
• Distribution channels

• Decline stage is when sales decline or level
off for an extended time, creating a weak
product.
• Maintain the product
• Harvest the product
• Drop the product

Additional Product and Service
Considerations
Product Decisions and Social
Responsibility
• Public policy and regulations regarding developing
and dropping products, patents, quality and safety.

Additional Product and Service
Considerations
International Product and Service Marketing
• Challenges
• Determining what products and services to introduce
in which countries
• Standardization versus customization
• Packaging and labeling
• Customs, values, laws

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A Global Perspective

Development and PowerPoint slides adapted by

Copyright © 2009 Pearson Education South Asia Pte Ltd 9-1

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1. New-Product Development Strategy

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•Idea screening refers to reviewing new-

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• Product concept is a detailed version of the

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• Marketing strategy development design an

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• Business analysis is a review of the sales,

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• Product development involves the creation and

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• Test marketing is the stage at which the product and

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• Commercialization is the introduction of the new

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• Introduction stage is when the new product

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