By the end of the program, participants will be able to:
Examine all aspects of the New Product Development (NPD) process, its importance, and factors influencing stages involved in successful NPD.
Identify a variety of launch success factors that will improve launch process planning and execution.
Suggest ways for companies to avoid launch ruts by adopting techniques that appeal to today’s consumers.
Understand the importance of using media vehicles to ignite the product launch process and increase the viability of the new product.
Prepare product launch checklists and budgets to overcome roadblocks and smoothen the launch process.
This Program is designed for:
All staff concerned with their organization’s growth and profitability. This could include Business Development Managers; Marketing; Sales Product and Brand Managers; R & D Managers and Personnel; Managing Directors and Directors over a wide range of business areas; and everyone involved in Strategy Planning. This program is worth 25 NASBA CPEs.
New Product Development
NPD Definitions and Challenges
NPD Objectives and Critical Success Factors
NPD Reasons for Success and Failures
NPD as a Key Marketing Strategy
Assessing Commercial Viability
The New Product Development Process
Idea Generation and Screening
Concept Development and Testing
The Product Life Cycle and New Product Launch
Life Cycle Stages
Product Life Cycle Strategies
The Phase-Gate Process: Structuring the NPL
The Boston Consulting Group Growth Matrix
The Product Market Expansion Grid (A Portfolio Planning tool)
New Product Launch: Setting Up the Stage
Things to Consider Prior to Product Launch
The Launch Hurdles
Planning Your Media Schedule and Costs
Selecting the Launch Team
Preparing the Product Launch Checklist and Toolkits
Product Launch Strategies
New Product Launch: Full Engagement Launch
Preparing the Press Kit Checklist
Product Launch Marketing Budget Toolkit
Preparing the Press Release
The Product Launch Plan
Product Overview Document
SWOT Analysis, Graphic Chart, and the Creative Plan
The Role of the Advertising Agency
The NPL Workshop: Putting It All Together (Group Together)
Designing and Conducting a New Product Launch
A Challenging Team Game: Presenting the Launch Plan
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