 | Take part in the most successful new product planning course in North America...
- Develop your complete skill-set to confidently manage your new product development activities
- Reduce your product development cycle and gain profitable entry into new markets
- Create winning product concepts using advanced idea generation and screening tools
- Introduce a proven product evaluation system to avoid bad product decisions
- Participate in Our New Product Simulation Exercise: Develop your new product skills in our popular team competition
ABOUT THIS SEMINAR
Evidence suggests that nine out of ten product ideas fail in the market place. Yet new products are essential for your company’s growth and survival. The new product development strategy of a company must be organized and controlled if it is to be effective. This seminar takes the mystery out of your new product development process. It presents the complete processes of new product development:
- Idea Generation
- Screening
- Concept Testing
- Business Analysis
- Product Development Strategy
- Market Testing
- Commercialization
Plus our new product simulation: You will also have an opportunity to test your product development skills by actually launching a competitive new product.
CONTENT
Understanding The Fundamental Principles of New Product Development
- What is a “New” product
- Why new products typically fail
- Branding a new product or service in the marketplace for success
Strategic Issues in New Product & Service Planning
- Market segmentation issues
- Targeting issues
- Positioning of your new products and services
Setting New Product Objectives and Environmental Scanning
- Using customer research tools to improve decision making
- Global scanning
- Identifying new market opportunities
- How to establish new product objectives
The New Product Development Process
- The politics and process of new product development
- In-process metrics of new product development
- Applying the Stage-Gate Model of new product development
- Ideation and project selection
- Preliminary screening and evaluation
Conducting a Detailed New Product Investigation
- Testing and developing a concept statement
- Selecting the appropriate customer research alternatives
- Making the business case for your new product or service
- Issues in product development
- Post-development activities and metrics
- Assessing marketplace potential and expected levels of success
- New product development as an organizational system
Launching a New Product: Team Simulation Exercise
- Finding appropriate target markets
- Assessing and reacting to competitive marketing strategies
- Tracking success
Managing Your New Products Strategically
- Using new products to sustain your competitive advantage
- Assessing alternative new product strategies
WHAT YOU WILL LEARN
- What constitutes a “new’’ product.
- How to launch successful new products and generate creative new ideas.
- Methods of concept testing and how to conduct a business analysis.
- How to segment the market, select targets and position new products.
- Market testing procedures and measures.
- How to ensure a sustainable competitive advantage.
- Developing a product evaluation system.
- How to create a blueprint to maximize your chances of new product success.
WHO SHOULD ATTEND
This seminar will be of direct benefit to Product Managers, Marketing Managers, Category Managers, Advertising Managers, Market Researchers, Sales Managers and Business Owners who require an understanding of the new product planning process for their day-to-day management effectiveness.
FACULTY
Alexandra Campbell, Ph.D.
- Dr. Campbell is an MBA level marketing instructor at The Schulich School of Business and senior client advisor with AJC Marketing Consultants and Strategies.
- Alex has conducted over 500 marketing seminars globally and provides consultations to diverse packaged goods companies on brands such as Laura Secord, AlphaGhetti, Braun, Royal Doulton, Hershey and Crosse & Blackwell.
Alan C. Middleton, Ph.D.
- Dr. Middleton has 23 years of global marketing and advertising experience ranging from President of J. Walter Thompson (JWT) in Japan, to consulting with multinational companies like Bell, Pfizer Warner-Lambert, Harris Bank and Unilever.
- Alan also has 13 years experience as a marketing instructor and academic specializing in branding, global marketing and marketing communications.
Request a course brochure by post. |
Dates and Fee |
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