Views From The Hills of Kentucky :: The "Ten-step approach -- from New Opportunity to Market" Presentation

Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

The "Ten-step approach -- from New Opportunity to Market" Presentation

In this presentation I cover the objective, focus and market research protocols (both the common and the not so common) for each of the following new product development steps.

Exploring New Opportunities                   searching for options

Market Analysis                               confirmation of the 
                                              opportunity
Concept Development/Enhancement/Evaluation    positioning and visioning

Product Development/Evaluation                solution assessment

Package Research                              the most neglected area of 
                                              research
Brand Development                             bundling of the brand's 
                                              attributes
Proof of Claims                               confirmation of the promise

Advertising Development/Evaluation            communication 

Market Readiness Evaluation                   confirmation of profitability

Test Market                                   confirmation of execution

My observation of packaging research is that it is usually dominated by the task of supplying a vehicle to transport and protect the product. Little attention is given to two important areas, functionality and communication. In functionality, is it ergonomically designed to aid the consumer in the ease of use? In communication, does it have shelf-awareness, attractiveness and does it facilitate communication. That is, does it communicate what it is, its benefits and how to use it?

I have found that over recent years, there has been an effort to reduce the amount of time spent in the development of a brand. Steps are being shortened and in many cases eliminated. I believe this focus in time reduction has been a major factor in the increasing failure of new brands.