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NPD – Report Part 2

Table of Contents
1. 2. Summary - Part 1 .................................................................................................................................. 3 Idea screening ....................................................................................................................................... 4 2.1 Methods of Idea Screening ................................................................................................................. 4 2.2 Kucsmarksi 6 types of screen .............................................................................................................. 5 3. Concept Development & Concept Testing ................................................................................................ 8 3.1 Methodology....................................................................................................................................... 8 3.2 Results ................................................................................................................................................. 8 3.2.1 Number of Respondents .............................................................................................................. 9 3.2.2 Store Preference .......................................................................................................................... 9 3.2.3 Considerations when purchasing clothing items for kids .......................................................... 10 3.2.4 Specification of Brand and Material .......................................................................................... 11 3.2.5 Awareness about the Toy Store (Toys "Я" Us) ........................................................................... 11 3.2.6 Awareness about the Glow in the Dark concept ....................................................................... 12 3.2.7 Purchasing Preference ............................................................................................................... 13 3.2.8 Re-Purchase Preference ............................................................................................................. 14 3.2.9 Gift Preferences ......................................................................................................................... 14 3.2.10 Preference on what occasions they purchase gifts ................................................................. 15 3.3 Amendments..................................................................................................................................... 16 4. Business analysis ..................................................................................................................................... 16 4.1 Data Collection ...................................................................................................................................... 17 4.1.1 Market analysis .......................................................................................................................... 17 4.2 Break Even Analysis....................................................................................................................... 17 4.3 ROI (Return on Investment) .............................................................................................................. 19 4.4 Payback Period .................................................................................................................................. 20 4.5 Discounted Cash Flow ....................................................................................................................... 20 4.6 Budgeted Sales .................................................................................................................................. 21 5. Product Development & Testing ............................................................................................................. 21 5.1 Product Development...
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