Product Planning Essentials

by Kahn,Kenneth B.

• ISBN13: 9780765626080
• ISBN10: 076562608X
• Edition: 2nd
• Format: Nonspecific Binding
• Copyright: 2011-05-15
• Publisher: Routledge

Summary

Both concise and comprehensive, this engaging text addresses the complex, interdisciplinary nature of

Author Biography

Kenneth B. Kahn is a professor of marketing and director of the da Vinci Center for Innovation in Product Design and Development at Virginia Commonwealth University, as well as a nationally recognized scholar and consultant in the field of product development. Kahn was previously at Purdue University as a professor and director of Purdue's Burton D. Morgan Center for Entrepreneurship. He is the author of Product Planning Essentials and New Product Forecasting: An Applied Approach, and the editor of the PDMA Handbook of New Product Development. He has consulted with and facilitated benchmarking sessions with numerous companies, including Acco Brands, Coca-Cola, ConAgra, Honeywell, John Deere, Lego, Procter Gamble, and Unilever.

Table of Contents

Preface	p. xi
Introduction to Product Planning	p. 3
Product Planning Defined	p. 3
Product Planning Roles	p. 4
Product, Service, or Both	p. 5
What Is a Product?	p. 6
Defining Product by the Nature of Innovation	p. 6
Defining Product by the Nature of Market Demand	p. 8
Defining Product by the Company's Internal Perspective	p. 12
Defining what Is Meant by ôNew Productö	p. 16
The Growing Emphasis on Product Planning	p. 18
So Why Is Product Planning Difficult?	p. 19
Strategy and Process	p. 22
The Strategic Planning Process	p. 22
New Product Strategy	p. 23
The Product Development Process	p. 25
Implementing a Product Development Process	p. 31
Evaluating the Product Development Process	p. 32
Initiatives to Reduce Cost or Time	p. 37
Organizing People	p. 39
Department Responsibilities	p. 39
Interdepartmental Integration	p. 40
Organization Structure	p. 42
Team Types	p. 44
Distinguishing the Core Team, Ad Hoc Team, and Extended Team	p. 48
Team Roles	p. 49
Factors for Team Effectiveness	p. 50
Opportunity Identification	p. 53
Sources of Opportunity	p. 53
Segmentation of the Market and Technology	p. 54
Market Segmentation	p. 54
Empirical Methods for Market Segmentation: Similarity and Dissimilarity Analyses	p. 58
Technology Segmentation	p. 62
The Product Innovation Charter	p. 62
Screening the PIC	p. 65
Sample Market-Related Criteria	p. 66
Sample Technology-Related Criteria	p. 66
Concept Generation	p. 68
The Product Concept Statement	p. 68
Concept Generation Techniques	p. 69
Needs Assessment	p. 70
Scenario Analysis	p. 72
Group Creativity	p. 72
Attribute Analysis	p. 74
Relationship Analysis	p. 77
Lateral Search	p. 84
Creativity	p. 85
Concept Evaluation	p. 90
Product Development Charter Review	p. 90
Concept Testing	p. 90
Scoring Models	p. 92
Snake Plots	p. 94
Financial Analysis	p. 96
ATAR Model	p. 96
Applying the ATAR Model to Other Business Contexts	p. 99
Expected Commercial Value Approach	p. 101
Summary	p. 105
Technical Development	p. 108
The Product Protocol	p. 108
Themes Underlying ôDesign for Excellenceö Engineering	p. 110
Key Techniques to Aid Technical Development: Quality Function Deployment	p. 119
The Theory of Innovative Problem-Solving	p. 124
The Kano Model	p. 125
Quantifying the Kano Model	p. 127
Product Use Testing	p. 128
Structuring a Product Use Test	p. 130
Design	p. 133
The Meaning of Design	p. 133
Product Design Situations	p. 135
Design Disciplines	p. 137
Industrial Design	p. 137
Graphic Design	p. 139
Interior Design	p. 140
Market Planning	p. 143
The Situation Analysis	p. 143
Industry Analysis	p. 143
Competitor Analysis	p. 147
Company Analysis	p. 150
Customer Analysis	p. 151
Sales Analysis	p. 154
Marketing Objectives	p. 154
Marketing Mix Activities	p. 156
Key Product Issues	p. 156
Key Distribution Issues	p. 158
Key Promotion Issues	p. 158
Key Pricing Issues	p. 159
Estimating the Marketing Strategy Budget	p. 159
Marketing Strategy Control	p. 160
Entrepreneurship Thinking and Business Plan Development	p. 161
Commercialization and Launch	p. 164
Market Testing	p. 164
Pseudo-Sale	p. 164
Controlled Sale	p. 165
Full-Scale	p. 166
Understanding the Launch Phenomenon	p. 167
The Launch Cycle	p. 169
Prelaunch Preparation: Launch Control Protocol	p. 171
Plotting the Launch Process	p. 172
New Product Forecasting	p. 174
New Product Forecasting Techniques	p. 176
New Product Forecasting Accuracy	p. 183
The New Product Forecasting Process	p. 184
Life Cycle Management	p. 188
The Product Life Cycle	p. 188
Strategic Considerations During the Maturity Stage	p. 190
Product Families, Product Platforms, and the Product Mix Map	p. 192
Brand Management	p. 193
A Brand Equity Framework	p. 195
A Brand Decision Framework	p. 201
The Brand-Switching Matrix	p. 204
Global Issues in Product Planning	p. 210
Overview of Global Considerations	p. 210
Understanding Global Culture and Language	p. 214
Global Product Development Teams	p. 216
Sustainable Product Development	p. 217
Base of the Pyramid Product Development	p. 218
Legal and Public Policy Considerations for Product Planning	p. 220
Intellectual Property	p. 220
Patent	p. 220
Trade Secret	p. 222
Trademark Protection	p. 222
Copyright Protection	p. 223
Product Liability	p. 224
Business Entity Formation	p. 225
Public Policy Issues	p. 228
Environmental Concerns	p. 228
Product Performance and Customer Service	p. 228
Morality	p. 230
Managing Public Policy Issues	p. 230
Product Planning Best Practices	p. 232
In Search of Product Development Best Practices	p. 232
APQC Benchmarking of Product Development Practices	p. 235
PDMA Research on Product Development Practices: The Comparative Performance Assessment Study (CPAS) or PDMA Best Practices Study	p. 236
PDMA's Outstanding Corporate Innovator Award	p. 238
The Kahn, Barczak, Moss Best Practices Framework	p. 240
The Continued Search for Product Development Best Practices	p. 251
Index	p. 257
About the Author	p. 267
Table of Contents provided by Ingram. All Rights Reserved.