Creativity, Innovation and New Product Development Plan
New Product Development Plan
Grassbot The Robotic LawnMower
DeVry University Online
Table of Contents
Preliminary Outline 1
I. Phase 1: Opportunity Identification and Selection (Initial Market Research) 1
II. Phase 2: Concept Generation 2
III. Phase 3: Concept / Project Evaluation 2
IV. Phase 4: Development 2
V. Phase 5: Launch 3
Product Description 4
I. Quick one time setup includes: 4
II. Features & Benefits 4
III. Specifications 5
IV. Technical specifications: 6
V. Market Research Method 6
Scoring Model for Full Screen of GrassBot 8
New Products Process 20
Strategic Launch Planning 33
I. Strategic Platform Decision 33
II. The Target Market Decision 37
III. Product Positioning 40
IV. Branding and Brand Management 40
V. Brand Name Dilution 44
VI. Brand Profitability 45
VII. Global Brand Leadership 45
VIII. Packaging 45
Implementation of your Launch Cycle 46
I. Strategic Platform Decision 46
II. Technical Launch Discussion and Actions, Showing Influences on Demand 47
III. The Communication Plan 51
IV. A-T-A-R Requirements 53
Market Testing 59
I. The Market Test Decision 59
II. Methods of Market Test 60
Launch Management 68
I. Launch Management system contains the following: 68
References 87
Preliminary Outline
Phase 1: Opportunity Identification and Selection (Initial Market Research)
1 Robotic Lawnmower as a current manufacturer of lawn mowers the opportunity has been presented to add Robotic Lawnmowers to our brand.
2 Do Exploratory Research using the internet to determine what companies are currently manufacturing Robotic Lawnmowers.
1 Friendly Robotics – Robomow
2 LawnBott
1 Use internet reviews to see features both mowers
2 Use Consumer Reports to determine rating of competitive products and their features.
3 Look at price point of mowers
4 Look at target market of product
5 Use market research and poll a sample group of homeowners to determine the needs of
Grassbot The Robotic LawnMower
DeVry University Online
Table of Contents
Preliminary Outline 1
I. Phase 1: Opportunity Identification and Selection (Initial Market Research) 1
II. Phase 2: Concept Generation 2
III. Phase 3: Concept / Project Evaluation 2
IV. Phase 4: Development 2
V. Phase 5: Launch 3
Product Description 4
I. Quick one time setup includes: 4
II. Features & Benefits 4
III. Specifications 5
IV. Technical specifications: 6
V. Market Research Method 6
Scoring Model for Full Screen of GrassBot 8
New Products Process 20
Strategic Launch Planning 33
I. Strategic Platform Decision 33
II. The Target Market Decision 37
III. Product Positioning 40
IV. Branding and Brand Management 40
V. Brand Name Dilution 44
VI. Brand Profitability 45
VII. Global Brand Leadership 45
VIII. Packaging 45
Implementation of your Launch Cycle 46
I. Strategic Platform Decision 46
II. Technical Launch Discussion and Actions, Showing Influences on Demand 47
III. The Communication Plan 51
IV. A-T-A-R Requirements 53
Market Testing 59
I. The Market Test Decision 59
II. Methods of Market Test 60
Launch Management 68
I. Launch Management system contains the following: 68
References 87
Preliminary Outline
Phase 1: Opportunity Identification and Selection (Initial Market Research)
1 Robotic Lawnmower as a current manufacturer of lawn mowers the opportunity has been presented to add Robotic Lawnmowers to our brand.
2 Do Exploratory Research using the internet to determine what companies are currently manufacturing Robotic Lawnmowers.
1 Friendly Robotics – Robomow
2 LawnBott
1 Use internet reviews to see features both mowers
2 Use Consumer Reports to determine rating of competitive products and their features.
3 Look at price point of mowers
4 Look at target market of product
5 Use market research and poll a sample group of homeowners to determine the needs of
References: (2004). New Product Development: Team. Retrieved November 26, 2008, from lassen Innovation Web site: http://www.nickwebb.com/Keys8.html (2005, January 5) (2008). Cleaner Air: Gas Mower Pollution Facts. Retrieved December 3, 2008, from People Powered Machine Web site: http://www.peoplepoweredmachines.com/faq-environment.htm (2008) (2008). Consumer. Retrieved November 26, 2008, from Alliance to Save Energy Web site: http://www.ase.org/section/_audience/consumers (2008) (2008). Large US Home Builders. Retrieved December 6, 2008, from New Home Section Web site: http://www.newhomessection.com/home-builders.php (2008) (2008, February 08). First-mover advantage. Retrieved November 26, 2008, from Speed To Market Is A Potentially Misguided Pursuit Web site: http://www.insurancetech.com/architecture-infrastructure/showArticle.jhtml?articleID=206106937 (2008, November 26) Crawford, M, & Di Benedetto, A (2008). New Products Management .New York City: McGraw-Hill. Dougherty, Thomas M (1999). Occupational Safety and Health. John Wiley and Sons. Duncan, Apryl (2008). Advertise on Cable Without Breaking Your Budget. Retrieved December 10, 2008, from About.com Web site: http://advertising.about.com/od/televisionandradio/a/cableadvertise First-mover advantage Soldatos, J, & Hardy, J ORGANISATIONAL STRUCTURE AND NEW PRODUCT. Deakin University, Retrieved November 26, 2008, from http://www.leidykla.vu.lt/inetleid/ekonom/65/straipsniai/str10.pdf Wilson, Nicole (2006, June 16)