New Product Launch

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A Project of
New Product Development

Table of Contents
Acknowledgement
Group Introduction
Project Summary
CONCEPT GENERATION
Need
Form
Technology
CONCEPT STATEMENT
CONCEPT EVALUATION
Marketing Test
Technical Test
DEVELOPMENT
Comprehensive Business Analysis
Marketing Plan
Executive Summary
Summary of Situation Analysis
The Industry
Definition of Industry And Company Business History of Business
Technological Advances
Characteristics of Industry
Typical Promotional Activity
Geographical Characteristics
Profit Pattern
The Company
Brief History
Scope of Business

Growth, Current Size, Profitability
Current size
Growth
Profitability
Reputation
Competence In Various Areas
Strengths
Weaknesses
Product / Services
The product story
Quality factors
Design consideration
Goods Classification
Consumer and Industrial goods Durable or nondurable goods/services Convenience, shopping or Specialty goods Packaging

Price Structure
Uses
Image and reputation
Service strength
Service Weakness
Product sales features
Market share
Market potential and Trends
The Market
Definition and location of market

Identified market segments
Past
Potential
Market need and desire
Needs
Desire
Characteristics of market
Geographic
Demographics
Psychographic
Behavioral
Typical Buying Patterns
Purchase Patterns
Frequency of Purchase
Definition of our Customers
Past, Present and Future
Past
Future
Characteristics
Characteristics shared with rest of market Characteristics unique to our customers What they like about us

Consumer Appeals
Possible Future appeals
The competition
Identification of Competitors
Primary competitors
Secondary competitors
Growth / size of competitors

Strength of competitors
Share of Market
Weaknesses of competitors
Marketing Activities of Competitors
Distribution Strategies
Distribution
Opportunity...
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