Δημιουργία Προϊόντων με Πελατοκεντρική Προσέγγιση.

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  • Dr. Dimitrios V. NikolaidisHead of Business Administration & Economics DepartmentSenior Lecturer in Marketing

    .

  • Doctorate degree: Marketing & Management, Temple University, USA 1995

    Masters degree: Marketing & Management, Temple University, USA 1991

    Publications (30) in national and international journals

    Speaker at seminars in: marketing, management, communication, public relations, services marketing

    Teaching: The University of Sheffield(2001 - Present) VUZF University, Bulgaria(2010 - Present)SNSPA University, Romania(2012 - Present)UAT University, Albania(2010 - 2013)Aristotle University, Greece (2004 - 2006)University of Macedonia, Greece(2007 - 2008)New York College, Greece(1999)Academic ProfileThe University of Sheffield International Faculty, CITY College

  • The University of Sheffield International FacultyBusiness Administration & Economics Dept., Head, 2010 - PresentSenior Lecturer in Marketing

    Group of Companies of Dimitris KontominasALPHA Television: General Manager of N. Greece, 2002-09

    ALPHA Digital TV: Marketing Manager of N. Greece, 2002

    ARIS FC: Marketing & Administrative Director, 2000-01

    Hellenic American AcademyDirector of an Educational Institution, 1992-99

    Philadelphia Flames Soccer ClubGeneral Manager, 1993-1996Director of Communications, 1992-1993

    Philadelphia Sixers NBAAssistant to the Director of Information and Statistics, 1991-92Work Experience

  • The University of Sheffield International Faculty, CITY College

  • Crawford, C. and Di Benedetto, A. (2011) New Products Management. 10th International edition, New York, McGraw- Hill.

    Textbook

  • TABLE OF CONTENTS

    INTRODUCTION

    1. OPPORTUNITY IDENTIFICATION AND SELECTION

    1.1 Product Platform Planning............................................................................3

    1.2 Product Innovation Charter - An Example....................................................4

    1.3 The Product Innovation Charter - Preparatory Stage...................................5

    1.4 The Product Innovation Charter - Final Stage...............................................6

    1.5 Notes and Comments....................................................................................7

    2. CONCEPT GENERATION

    2.1 Initiating Creativity in your Organization.....................................................8

    2.2 Brainstorming...............................................................................................9

    2.3 Ideation Testing............................................................................................10

    2.4 Dimensional Analysis....................................................................................12

    2.5 GAP Analysis.................................................................................................13

    2.6 Writing the Concept Statement....................................................................14

    2.7 Notes and Comments....................................................................................15

    3. CONCEPT / PROJECT EVALUATION

    3.1 ATAR Application..........................................................................................16

    3.2 Evaluating the Concept - The ATAR model...................................................17

    3.3 Developing the Concept Test.......................................................................18

    3.4 The Full Screen.............................................................................................20

    3.5 The Product Protocol- An Example..............................................................21

    3.6 The Product Protocol....................................................................................22

    3.7 Notes and Comments...................................................................................24

    4. LAUNCHING A NEW PRODUCT

    4.1 Defining your Target Market........................................................................25

    4.2 Product Positioning.......................................................................................27

    4.3 Mental Maps.................................................................................................29

    4.4 The SWOT Analysis ..31

    4.5 The Advertising Brief .32

    4.6 Launching Strategies and Tactics..................................................................34

    4.7 Notes and Comments....................................................................................36

  • The Innovation contextP. Ketikidis, 2012InnovationNew product developmentGrowth Growth GrowthGrowth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth GrowthGrowth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth Growth

    makes an

    to use

    to solve a

    leads to

    pays for

    to create

    is secured through

    is examined by

    pays

    use

    for

    new markets

    existing markets

    creates

    improves

    switch to

    remain in

    provide feedback

    innovation

    competitive advantage

    create

    create

    means

    creativity

    problem

    organisation

    IPRs

    individual or team

    R&D

    customers

    new product development

    creates wealth for

    growth

    revenues

    new jobs

    economy

    for the

    means

    means

    more taxesimprove

    less unemploymentimproves

    means more

    create

  • www.pdma.orgCITY College - An International Faculty of the University of Sheffield Links Journal of Product Innovation Management Visions

  • Agenda

  • , .

    , .

    , . The University of Sheffield International Faculty CITY College

    =:

  • Core ProductCore Product: satisfies the basic need (i.e. Recreation)

    Actual (Tangible) Product: (.. Facilities, logotype, furniture, uniforms, colors)

    Augmented Product: enhances the experience (i.e. cafe, free papers, free juices)

    It can make a difference in services

    The University of Sheffield International Faculty CITY College

  • Wrong or Bad Product?What Can I Do?Is This Enough?AndWrong or Bad Product?What Can I Do?Is this Enough?And

  • ?

    / / after sales service ...The University of Sheffield International Faculty CITY College

  • *Strategic MatrixBase: Category Aware (n=800)Relative PerformanceWeakAverageStrongHighMediumLowImportanceConcentratedCuts greaseLastsRinses off easilyRich suds that last longCleans betterRemoves odorsHygienePleasant odorVariants perfume/colorsI would recommendUnderstands my needsGentle on the handsBrand I trustLess scrubbingInnovative/modernAttractive packagingBest for me/ familyYields more than it costsBestNot expensiveUSP: LastsGood At: Cuts grease, Brand I trust, cleans better, less scrubbing, rich suds last longer, gives more than it costs, Innovative/modern

  • 12

  • *Strategic MatrixBase: Category Aware (n=800)USP: Gentle on handsGood At: Variant perfumes and colours

  • CITY College Sheffield

  • Great Product: Is it enough?Stradivarius3.1 millionMakes 1000 per MinuteJosh Bellhttp://www.youtube.com/watch?v=B1QMwqDlDLA

  • http://www.youtube.com/watch?v=myq8upzJDJcGreat Product:HOW MANY WILL STOP 50% 25% 10%

  • PORTRAY YOUR EVENTS ASAVERAGE,AND THIS IS ALL ITWILL EVER BE.

  • . The University of Sheffield International Faculty CITY College

  • : : ?

  • The University of Sheffield International Faculty CITY College

    WHY products fail?

  • .

  • !

  • 90

  • Board Killed the Deal (1 Year Later) 1992

  • . !!! 1995 / Acer ?SmithCorona?

  • **What if you had a PRODUCT that:

  • **CITY College - An International Faculty of the University of Sheffieldhttp://www.youtube.com/watch?v=Qinmsb5awm0

    2012 Overall market: -9%

    : + 30%

    !

  • **CITY College - An International Faculty of the University of Sheffield : Light Drops

    4 = 1

    30ml of Light Drops = 750 gr. !

  • **CITY College - An International Faculty of the University of SheffieldNew Products

  • ** , Smart shoes Help the Blind Navigate City StreetsThe world's first-ever smart shoe is called Le Chal, ("let's go" in Hindi).

    Designed by A. Sharma (MIT Media Lab), & K. Lawrence,

    They work as a navigation devices that connect to a smartphone. The University of Sheffield International Faculty CITY College

  • **

    Once you're on your way, the shoes vibrate when it's time to turnon the left side for a left turn and on the right for a right turn.

    The vibrations become more intense as you get closer to your destination.Basic idea: You tell your phone where to go using the app's voice recognition software, and the app uses GPS to plot the course from your current location. http://www.ka-business.gr/pages/Texnologia/5959/video-papoytsia-poy-kathodhgoyn-osoys-exoyn-problhmata The University of Sheffield International Faculty CITY College ,

  • Three inputs to new products process: , , .

    Issues of concern: How to optimize these relationships in a new product situation?

    The University of Sheffield International Faculty CITY College

  • :

  • *Ideation Testing

  • IMPORTANT!!!The primary benefit for which a customer buys a product.The University of Sheffield International Faculty CITY College

  • !Dr. Dimitrios V. NIKOLAIDISHead of Business Administration & Economics DepartmentSenior Lecturer___________________________________________CITY College,International Facultyof the University of SheffieldTel.: (+30) 2310536 544 & 528 450 (ext. 103)Skype: dimitri.nikolaidiswebsite: www.city.academic.gr

  • **If you would like to have this presentation send a message at:http://www.facebook.com/www.citybaed.gr

    Dr. Dimitrios V. Nikolaidis, Head of Business Administration & Economics Dept.

    ***Form (the physical thing created, or, for a service, the set of steps by which the service will be created)

    Technology (the source by which the form is to be attained)

    Benefit/Need (benefit to the customer for which the customer sees a need or desire)

    *** Millions are spent every year for the development of new products

    *NPDNPDNPDNPDNPDALSO:USP: Unique Sales PrepositionIf there is non. Make one, redesign the product / service in order to have oneThenbase your campaign on this

    ALSO:USP: Unique Sales PrepositionIf there is non. Make one, redesign the product / service in order to have oneThenbase your campaign on this

    **

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