New Product P & G principles and methods _1595

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New Product: P & G principles and methods

sharp new products, market management Notes: Bao Li Jie in the line of principle and method.

2) reduce the necessary work flow;

3) ignore the quality and integrity;

the above reasons, and new products to market often not as a means to achieve annual goals, but as market growth for the next year to make preparations.

the job market principle is the first principle of a new product, if violated, usually a direct result of market failure.

Principle II: Create a customer value oriented management process

success of new products, fundamentally, it is because the customer found that it has greater value than the competition or unique. Therefore, the right to discovery and definition of customer value has become the key to success.

In China, many new product ideas are not derived from the analysis of the customer, but most managers from technology or personal judgments. And most have not be verified during the listing. This will cause the product to the dislocation between the customer value. For example, a research and development of a middle-aged men to remove the products of fat in blood vessels. Without careful research to the market. But the vast majority of men listed after the discovery of the blood vessels do not think there is fat, but usually do not check. Many people believe that some fat middle-aged men will appear properly mature and stable. At this time, products have been put on the market, a dilemma, and ultimately to market failure, loss of nearly million.

To avoid such problems, P & G in the process of new products to market new products clearly the nature of the product In practice, the product development process To ensure the quality of the concept, to further establish the concept of a standard seven-step development method.

this principle, proved in practice, is another key element of market success.

three principles: at the beginning of the pre-scientific prediction of marketing sales

listed in P & G management processes, respectively, four on the market within 12 months after the sales forecast. And each time are based on quantitative market research data. Based on four predicted further market budget estimates. Practice has proved effective in reducing the four prediction market preparation blindness, and effectively help reduce and correct the errors listed in the decision-making. Many enterprises in the listing process, due to the lack of scientific methods, tend to adopt a simple projection method. For example, a company prepared to launch a smoking cessation products. Leaders that: China has 300 million smokers, even if only 1% tried this product, there are 300 million to RMB 100 yuan price, when sales should be in the 2-3 billion. But in fact City, the disappointment will follow. Less than one hundred thousandth of people try this product, sold only two million poor.

there was a marketing director, to such a vivid description of the listing process: ecstatic awakening → → → remorse → punish lost five processes.