tailieunhanh - New Products Management - CHAPTER 12 PRODUCT PROTOCOL

Tham khảo tài liệu 'new products management - chapter 12 product protocol', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 12 PRODUCT PROTOCOL McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. A Marketing-R&D Conversation MKTG: We’re going to be needing a solar-powered version of our standard garage door opener, soon. R&D: How reliable should it be? Should it be controllable from inside the house? Should we use new electronics technology? Should it be separate from the collector system already installed? MKTG: Well, you’re the technical people, make some recommendations. R&D: In other words, you don’t know what you want. MKTG: Cripes, do we have to tell you everything? What do you do for a living? How should we know where the collectors should be located? R&D: If we go electronic, you’ll say it’s too expensive. If we go electric, you’ll say we’re living in the 1930s. Wherever we put the collectors you will say we are wrong. If we guess, you second-guess. MKTG: OK. Put the collectors on the garage roof. R&D: That probably can’t be done. Figure Why Have A . | CHAPTER 12 PRODUCT PROTOCOL McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. A Marketing-R&D Conversation MKTG: We’re going to be needing a solar-powered version of our standard garage door opener, soon. R&D: How reliable should it be? Should it be controllable from inside the house? Should we use new electronics technology? Should it be separate from the collector system already installed? MKTG: Well, you’re the technical people, make some recommendations. R&D: In other words, you don’t know what you want. MKTG: Cripes, do we have to tell you everything? What do you do for a living? How should we know where the collectors should be located? R&D: If we go electronic, you’ll say it’s too expensive. If we go electric, you’ll say we’re living in the 1930s. Wherever we put the collectors you will say we are wrong. If we guess, you second-guess. MKTG: OK. Put the collectors on the garage roof. R&D: That probably can’t be done. Figure Why Have A Protocol? Also known as product requirements, product definition, etc. Doesn’t it seem obvious and simple? Actually is one of the top success factors distinguishing winning from losing projects. Maybe because it involves more than technical aspects. Purposes of Protocol To determine what marketing and R&D groups need to do their work. Think concept life cycle: this is more than a simple concept statement, yet less than we will have when the first prototype is available. Try to identify the key deliverables at this point. To communicate essential to all players and integrate their actions, directing outcomes consistent with the full screen and financials. To set boundaries on development process or cycle time. To permit the development process to be managed (., what needs to be done, when, why, how, by whom, whether). Contents of a Product Protocol Target market Product positioning Product attributes (benefits) Competitive comparison Augmentation dimensions Timing Marketing .