Idea Generation (50 points)
• What techniques will you propose to CB to generate ideas that can be developed into viable concepts? Since this is CB’s first foray into consumer products I would propose that CB use all venues available to generate ideas that can be used to develop into successful products. The diagram given in the figure at the start of part II of the test book shows five routs: Technology
• Of the many methods for ideation offered in contemporary literature, which represents the best for CB in this situation, and why?
The technique I would recommend CB use in this situation is to conduct a problem analysis. The CEO would like the research team to create a cacao product that will have health benefits. Combining this requirement with a solution that would solve a customer problem would increase the success rate of a new product. The reason problem analysis is recommended: “As an advertising agency executive once said…problem list is far better predictor than want list.” Since problems are not product specific, CB can generate more ideas that can be used for product development. Additionally, I would propose that CB work with external resources since CB does not have any experience in product development or production for consumers. • Who might be selected to perform the ideation, and why? First of all, a new product development team must be created and assigned the project to work with internal and external resources. To perform the ideation, all internal and external should be together to brainstorm and concept screening. The new product development team and the manufacturing team must be together. They can brainstorm and get a concept, then present the ideas to the CEO. In this case, both teams know that the target group is adults who wish to indulge in chocolate, but who have been concerned with the health aspects. Manufacturing must be present since there was a concern that not...
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