New product - no business exists without it. And in this article will continue the conversation on the topic in a small business. And we will touch on one of the main topics in marketing - the withdrawal of a new product or market service. The process of conclusion of a new product to the market is inevitable for any business that wants to be preserved in the market. Without submission to consumers of new products, almost any business is eaten by competitors.

Introduction.

As statistics show, about 10% of the market falls on the share of new products and services. The new product and its output to the market, even for a successful business, the problem is not simple. And for the newly created businesses - the main task. Many business explicitly underestimate the importance of the withdrawal of the product to the market, let this process be allowed on the sample - "perhaps". However, in the conditions of cramped and tough competition in the market, it "maybe" works very rarely.

Therefore, a high-quality and productive strategy for the conclusion and promotion of a new product to the market is a mandatory component of success.

What to consider a new product?

It seems that everything is very simple. For each person, the new product is the product that was previously unknown to him. But let's expand these concepts. First of all, the novelty of the product can be different for the manufacturer and consumer. A new product for the manufacturer will absolutely optionally be a new product for the consumer and on the contrary, a new product for the consumer can have been produced for a long time. What are the new products.

Revolutionary new product .

New product and for the manufacturer and for the consumer. As a rule, this is an innovative, previously not produced product, which most often gives a new direction or market segment. For example, a personal computer, a mobile phone, the first car. Of course, such examples are thousands and thousands. And do not think that such products are only large companies. Look, for example, and you will see a considerable role in innovation.

Product, new for manufacturer.

Examples can not be given, because their hundreds of thousands. According to some statistics, such products up to 90% on the market. These are products and services displayed on the market as an answer to the innovations of pioneers, these are products and services of new creatures. Often, such products are superior to the quality of their predecessors and compete with them, take away significant market shareholders.

It should be noted that such new products are significantly lower than the originals and decreases with further market replenishment by such products.

Product, new for a specific region.

It can be a product new for the country. No wonder there is a term "import substitution", which has become particularly fashionable lately in Russia. But in many other countries it is often more profitable to produce a number of products than importing from afar. So use manufacturers this factor.

But also within the boundaries of countries, almost any well-known product or service can be produced within a certain locality where it has previously imported. After all, transportation is usually quite expensive.

The product expanding the line of existing goods.

Based on the product already known in the market, the consumer offers new sizes, a new complete set, or even new packaging options. For example, the same book can be published with solid and soft binding, as well as on the road gift. The same fan options may differ in power, performance, fastening options. The same car model is most often distinguished by a complete set and, accordingly, the price. Perfume, as, the rule, have several packaging options for different capacity.

Modernized product.

Sometimes minor changes of the product represent it in a new capacity. By the way, not all upgrades improve the quality of the product, and attract consumers only its novelty. Often in the product only change design, appearance, but it is perceived as a new one.

Even a new packaging can make perceive the old product as a new one. Especially often it is used in the production of food. The appearance of the product in the new packaging on the shelves of supermarkets for most consumers is associated with the advent of a new product to try.

Product next generation .

As a rule, all revolutionary products are constantly developing, improving. Moreover, even enough complicated products change at such a speed that only specialists and large lovers of these products can keep track of changes. New products are not original, but has substantial differences from prototypes.

For example, digital cameras, mobile phones, computers, etc. etc. Behind their changes simply do not have time to follow. But just a dozen two years have passed since they were revolutionary products.

New product - What should I withdraw to the market?

Why do business need to withdraw a new product to the market? Why expand the range of products offered? Is it really strange questions? Well, for not very sustainable businesses it is clear. They are looking for their niche, their more profitable and attractive product for the consumer. Well, for successful businesses producing the market in demand by the market, why? It would seem that you make, satisfy consumers, get your profits. Live yourself calmly. Why do you need new concerns?

It turns out, we need. Business, like every living organism, should constantly develop. Stagnation, lack of development leads all living things to the inevitable death. Yes, and business lives not in an isolated medium, but on the ever-changing market. And the release of new products is a factor in business development. What exactly makes the business constantly engage in the release of new products to the market.

1) ever growing in the market. Competitors do not sit back. Constantly appear new active market participants who attract customers to prices and their products, their new products. Lay from competitors - it means to destroy your business. Therefore, manufacturers seek to track all new products on the market all the time and constantly enter the market with their novelties, ahead of competitors.

2) the ever-changing market needs. Preferences, tastes, fashion, interests, material capabilities of consumers are constantly changing. Therefore, it is necessary to follow the moods of consumers all the time and build your satisfaction of their demand. First of all, upgrading the old and withdrawing new products to the market.

3) Economic market instability. Very often the reason for changing the range of products manufactured by business. The economic decline or crisis is forced to establish the release of cheaper products (although not always and not for all businesses).

4) the release of new products for the season or to any event. Refers mainly to businesses specializing in clothing, shoes, some food, souvenir products. Often, the release of old products is simply resumed, but after some interruption. No wonder they say that "New is well forgotten old."

Conclusion.

No business, especially small business, can not be successful for a long period of time without taking action on the development and improvement of their products. First, each product is obsolete, has its own life cycle. Secondly, consumer needs are constantly changing. Thirdly, external factors, (competition, crises), constantly pushing the business to the production and conclusion on the market of new products.

This question is very important. And in the nearest articles we will continue the conversation on this topic. Keep track of site updates.

Stages of the output of a new product on the market

The process of outputting the new product requires a significant amount of preliminary action. Preparation for the conclusion of the product to the market can be divided into five stages:

Stage 1. Development of Marketing Strategy

The purpose of this stage is to identify the most promising market segments or the choice of the target audience by analyzing the market situation.

To achieve the goal of the company, it is necessary to conduct various studies of consumers, their behaviors and attitudes towards the product; as well as methods for sale and promotion used on the target market. Such information will allow the company to identify the most promising market segments from the point of view of the progressable product. As a result of the analysis of this information, the company is developing one or more suitable marketing strategies.

Stage 2. Definition of the Concept

At this stage of developing a new product, the company's work with potential consumers is especially important. It is their opinion that should be decisive in the process of developing the concept of a new product. To generate conceptual ideas, such marketing research tools are used as brainstorming with the involvement of experts, creative group discussions and depth interviews.

Note 1.

An analysis of the developed concept is carried out according to the SWOT scheme - the strengths and weaknesses of the product, market opportunities and market threats are revealed.

Stage 3. Creating a Formula of the Product

This stage is to test the various characteristics of the product: ranging from its taste, colors, planned and possible functionality, etc., ending with the ratio of consumers to the product. Testing is carried out among consumers using focus groups and quantitative research and helps determine the optimal formula of the new product.

Note 2.

With the help of focus groups, hypotheses are put forward, which require verification of quantitative research methods.

Stage 4. Reinforcement of the finished product

Reinforcement of the finished product is carried out using a brand, packaging and other elements of the marketing complex. This market entry suggests testing the name of the brand, packaging and other elements of the company's communication policy, as well as determining the sensitivity of buyers to the price.

Stage 5. Complex Brand Testing

In front of the direct conclusion of the product on the market, final testing is carried out, which gives the company the opportunity to make a final decision on the withdrawal of the product or disabling.

Possible causes of failure

• "Inadequate idea" of management - Sometimes the head of the organization overestimates its knowledge of the market, and employees do not attract his attention to negative factors and possible issues;
• The product does not satisfy the needs of consumers - a characteristic situation for technically complex products: Technical specialists send all efforts to improve the product using new technologies without taking into account the needs of the target audience;
• Lack of preliminary studies - withdrawal to the market without marketing research or their low quality leads to the company of irrelevant information and, accordingly, erroneous management decisions;
• Lack of control or its insufficiency;
• Waiting for the immediate effect from the new product to the market;
• Incorrect selection or implementation of the elements of the marketing complex;
• Intrusion

Features of product output to the market in Russia

The process of withdrawal of a new product to the market in Russia is specific, which is expressed in the following:

• Suggested deadlines - explained by the instability of the economy and the market, as well as low levels of strategic planning. The rapid output of the product to the market allows you to get ahead of competitors, but increases the risk of failure.
• Voluntarism - the creation of a new product is initiated by the leadership, and not a market necessity;
• Product priority over the consumer - when developing a product, insufficient attention is paid to the potential consumer;
• Orientation on Western Samples - When developing new products, the experience of Western companies, foreign technologies, imported raw materials, etc. are used.
• "Pseudo" products - under a well-known brand products are sold from other, cheaper analog ingredients or components, which reduces the cost of production.

How to launch a new product: From the study of ideas to a communication campaign and how to avoid mistakes at the start, the director of the practice "Running new products" in Nielsen Russia Elena Samokhin said.

The question of innovation is a matter of company survival. However, a rare novelty "dollate" until the second year in the market. Every year more than 40 thousand new SKUs appear in the FMCG-goods category, but half of them soon disappears from the shelves.

Start of a hard path

What is the cause of rigid market selection? First, not all the novelties are what we understand under this word. For example, the manufacturer changes the volume and whether the packaging material is expanding the line by adding new flavors to it. The meaning remains the same, but the launch is positioned precisely as a novelty.

Secondly, most new products simply do not need people. Expanding the portfolio of flavors or the addition of some elements can be interesting from the point of view of marketers, but practical use of consumers in them do not see. Such a novelty is unlikely to see a sufficient level of sales in the first year of life. Despite these analysts, there are an overabundance of new products even in a portfolio of one manufacturer.

Only 1.4% of new launches are perceived as really innovative. NIELSEN data

Nielsen highlights 12 new factors. In the earliest stages of product development, two components play a decisive role: the uniqueness and availability of the desire and need for the product from buyers. At the first stage of the funnel, it is necessary to determine the degree of novelty from the consumer's point of view and the relevance of the product.

70% of new products live on the market for less than 18 months. 60% of sales provide goods that exist on the market for more than 18 months.

The manufacturer may have different approaches. For example, he can start with the definition of a niche or with a response to global issues. Is it possible to form a new need or expand consumption from the existing audience? If earlier the product used only at home, can it be done to use it on the road? What can be done to use the product more and more? How can you update the category or which category can I be invented from uncovered demand?

Facility of uncovered demand

Stories when consumers come on a compromise due to the lack of alternative, a lot is quite. Some things lie on the surface, for example Shellac. Women dreamed of the appearance of such a product on the market, but continued to do a pedicure "in the old manner" and tolerate the inconvenience associated with this.

Novators companies think not only about free niche, but also why they do not consume a product who does not consume that there is not enough audience. Not so long ago it turned out that there is a whole category of goods where you can abandon gluten and thereby expand your audience. On the other hand, fantasy is perfect, but there must be production facilities for the release of the "Dream Products".

Deciding with the niche, it is worth asking a question: "Where do we want to go out?" Do we want to expand the functional / audience / consumption situation? This is already a brainstorming process, and the more different ideas, the higher the chances of success (purely statistically). When the ideas are not 3, a 20, 30 or 40, then the manufacturer can estimate a variety of options and specifications.

Find unoccupied niches is easy, many discoveries lie on the surface and are associated with our pace of life. There is a demand for convenient consumption on the go, which requires changing formats, including consumption methods. So formed a whole range of proposals around Food category: various services for ordering finished food, delivery, etc.

The second trend is associated with health and environmental friendliness. From the latter: if earlier consumers sought to exclude anything (fat, sugar, gmo, dyes), now the adept of healthy eating is not surprised. To stand out, you need to offer more, so the trend is popular for adding anything - proteins, probiotics, amino acids. Accordingly, manufacturers begin to offer customers instant freezing, selected wheat, unprocessed flakes.

Categories in which people are waiting for new products remain the same: teas, cookies and snacks. In the latter - an obvious trend on healthier and organic snacks, even baked chips appeared. Innovations are welcome in the category of treatments - cream, lotions, shampoos - Since all girls dream of being even more beautiful. In this category, it is very important to reinforce innovation by the fact of trust, because it is not enough to tell about the new ingredient or the effect.

Remember the mentality

When the product is started, it is necessary to take into account its localization. If some solution is great for the United States or Europe, in Russia it may not be applicable due to mentality or consumer habits. As practice shows, the same communication is capable of calling a completely opposite effect.

For example, the output of Actimel to the American market made it difficult to misunderstand the local consumer. The brand's communication was based on the benefit of Actimel for digestion, but at that time the inhabitants of the United States were in principle are not ready to learn that there are bacteria in their stomachs - for them yogurt was the category of "desserts".

The French company really did not want to repeat the situation with another brand, Activia. Together with Nielsen Danone, more than 5 million options for how to rebuild and how to show their product to find a response from consumers in the States. As a result, they did, and the product became the best launch of the year. What did they do? Changed communication format. They could not change the formula and appearance of the product - corporate identity is one in all markets. But they were able to change the content of communication. Advantages, trusting arguments, name - everything should work separately, but in the complex.

"Take the soil" and find out the opinion of real consumers at the very first stage when ideas are generated. Further to choose which ingredient to emphasize how to call how to prove the benefits of the product. Here the methodology of evolutionary algorithms is well operating, which allow you to identify the optimal combinations.

At the next stage, the concept is estimated for the probability of success and initial sales forecast. Here the manufacturer can already understand whether it will reach the sales plan for existing budgets, with such a launch concept, and whether it is worth doing something else.

The next moment - the concept is the promise that we give the consumer. If this promise is not performed at the product stage, then the re-purchase will not be. The chances of such a novelty to achieve success in the market - only 5%. The cream formula can be good, but not to give the declared effect of youth in two hours - the consumer will be disappointed and refuses to re-purchase, as a maximum - its loyalty to the brand will decrease.

We go to the market

Third, the last stage is the introduction of the product to the market. In addition to the idea, its proper implementation in the physical product, people should learn about the novelty. It is important to talk about your product, to provide high-quality and permanent marketing support, build distribution. If a qualitative product is in demand, but it can be found in 3% of the stores, then you should not count on large sales volumes.

Studies say that a novelty must be maintained not only in the first year of life, but also in the second. In the first year, the maximum of penetration and recognition cannot be achieved. Very often, new things are "thrown", and then we see the decline in sales for the second year. Even those new items that would be successful are needed and relevant, go out due to the fact that sales are reduced, no one will know about them, and the manufacturer decides to bring a novelty from the market.

Work on bugs

Suppose the manufacturer brings to the market a revolutionary formula. It is important to understand how it will actually be perceived by the consumer, and carry out product testing. Trial parties of the product are distributed to consumers who like the concept, and they give feedback - how much the product matches their expectations.

At this point, if some inconsistencies and deceived expectations are revealed, the manufacturer can still refine the product. If he got "Green Light" at the first two stages - positive responses for the probability of success and by how the product is perceived by consumers - and went to the market, appeared in stores, but does not see a satisfactory level of sales, the manufacturer can work with marketing communication and channels : advertising, promotions, calculations and other activities.

When the product is made and large batchs are brought to the stores, it is too long to change the formula, but you can always improve the display of goods, make prices more attractive to increase brand awareness and advertising efficiency.

Do you need "Yellow price tags"?

Thoughtful promotional information for new items is one of the key elements in the strategy of its launch. Typically, the promo is laid into the plan, and the question arises here - is it necessary from the very beginning? It depends on the strategy, and from the competitive environment. Such factors must be taken into account, including when a novelty is entered into an existing portfolio. It is important not to harm your own sales, but add incrementality.

When we are talking about updates with unique characteristics, their sensitivity to the price is much smaller. An ideal example is the iPhone: Although with the release of new models, their cost is growing, the queues on the first day of sales are not reduced - despite the fact that there are models with similar functionality and 10 times cheaper, with their help you can call, correspond, go online.

Nevertheless, in the case of Apple sensitivity to the price lower than the desire to get a unique product. When Apple brought to the iPad market, it was the incremental launch. The iPad complements the iPhone, but does not replace it, that is, this is an excellent expansion example.

Another example of a unique product is the SCHOLL electric carriage that appeared on the market three years ago. Her alternative was Puma for 100 rubles, the feet was 10 times more expensive, but Reckitt Benckiser positioned Scholl as an alternative to the salon pedicure, which is more expensive and longer in time. People willingly paid money to get the result, which they promised, and the novelty took her niche.

A similar situation with capsular coffee machines. The interaction of the consumer with a cup has not changed, it also drinks coffee in the morning. Using marketing, awareness, communications, manufacturers have changed a look at a whole category by focusing on pleasant sensations from the cooking process, from the best quality of coffee.

Packing meet

Packaging is one of the most important elements of the launch, because the choice in most categories is carried out near the shelf. The bulk of buyers will find out about new products directly in the store, and the person has about 4-6 seconds to make a decision. What will his view fall on? It is important that the packaging highlights the product - and especially a novelty - from the mass that is present on the shelf, so that a person want to interact with this packaging. The more he looks at something, the more it is tied.

The second - the design should cause a desire to buy, because beautiful and terrible attract attention equally. Moreover, the Millennielals and Generation Z "love their eyes", and they will be more likely to choose an attractive wrapper. Only for the sake of beautiful packaging, they are ready to buy and try the product. Millenniyaly 3 times more often than other generations tend to move from the usual product to a new due to attractive design. According to Nielsen's research, 68% of Millenielov buy a new product only due to packaging.

The third time - communication. Packaging should carry the communication that you have laid in your product and in your brand. For example, if it is a brand for family consumption, then the whole design should support the perception associated with the family, something soft. On the one hand, these are obvious things, on the other hand, even small elements of packaging (color, font solutions) may adversely affect perception.

According to the study, consumers do not like when there is a shapeless mass on the packing for animals in a bowl. They prefer to see it on a porcelain plate, like human food, although it does not correspond to reality.

Digital basket

Online consumption is the same shelf, only smaller. When you are standing in front of a real shelf, all the senses work. Packaging can be touched, make sure that it easily opens or that it is easy to carry. On the screen of the smartphone, these criteria cannot be appreciated, and the task for the manufacturer is complicated. How to convey to the buyer the necessary information? There are cates for developing the appearance of packages for physical stores and packages adapted to online display cases. Such well visible even on the screen of the smartphone.

Another point is online video advertising, where the product shows and demonstrate how to use it, and even make it possible to interact with the packaging. For example, when connected to Wi-Fi in the subway, short rollers are shown, where you can pour coffee, sprinkle with an aerosol and understand how it works. Together with the change in consumer habits, the strategy of the output of new products, design and communication is adapted under the Digital Wednesday.

Forecast for the next two years

The future trends can be attributed to the displacement of formats towards the service, which is offered with the products. For example, the application helps to pick up makeup and immediately proposes to purchase suitable cosmetics - such things work very well. The concentrates are gaining popularity that save something cumbersome and uncomfortable. Consumers want to do everything faster and vote for compactness.

Formula Success

Each new thing is a certain amount of investment, and it is impossible to bring the universal formula. The size of the invested means depends on whether the company has production facilities, its own laboratories, etc. The potential return of investments is better to evaluate at an early stage, before the output of new items on the market. A combination of factors play a role here - how the new product is perceived on the market, how much the manufacturer is ready to invest in marketing. In the first and second year of life it is already clear whether to adjust the budgets or you can wait with the launch. It happens that companies are postponing the release of new items, waiting for several years, conduct repeated testing and understand that finally came.

The withdrawal of the new product of the construction organization to the market is a complex, multidimensional and consistent process. At the same time, it is necessary to find an optimal solution that meets both the requirements of the market and the possibilities of the organization.

The output of the new product to the market allows the company to establish themselves on a specific segment, maintain competitiveness, expand sales. To reduce the risk to fail on the market when the new product is released, it is necessary to simulate the decision-making process, which ensures the choice of the optimal version of the new product, strategy and the tactics of its sales.

In each work, especially creative, the problem of the balance between theory and practical experience is always up. When withdrawing a new product to the market, many companies are trying to follow advanced theoretical developments, while any entrepreneur has its own experience in the market - as successful and not very. To what extent during the conclusion of the new product should be based on the technique, and in what - on your own experience, what tools are appropriate to use?

We will try to find the answer to this question, considering several techniques.

First a bit of theory. In order to correctly navigate in the situation in the market, the organization must correctly answer the following questions:

1) determine which product to produce;

2) Select the sales strategy;

3) determine the need for additional research to increase the accuracy of the information available.

To solve these issues, it is proposed to use the decision-making mechanism whose multifactor system is presented in Fig. 2.3.

Initially, it is necessary to formulate the main goal that the firm wants to achieve by issuing a new product.

Next, the collection of information is carried out, on the basis of which decisions will be made. When collecting information, it is necessary to pay attention to the following nuances: it is necessary to consider all sorts of options for new products, the internal capabilities of the company and market conditions.

The multifactor system contains the following main stages of making management decisions. It includes the choice of the optimal version of the new product (services), taking into account the potential opportunities of the company and the risk of each version, depending on market conditions, takes into account the internal environment of the company, analyzes the external environment, which lies in risk assessment based on information on the commodity market conditions. The criterion for choosing the optimal option is the expected profit. First of all, the optimal sales strategy of a new product is selected. Based on the probability of the onset of one or another market status, the possibilities of adjusting the strategy when changing the external environment are considered, the reliability of the choice of market states on the market is being derived to the market and the expected utility from clarifying these probabilities is calculated. For this, a tree of solutions is built.

To bring the new product to the market, consider the organizational selection scheme of the new product options, taking into account the possibilities of the company. In this case, the system analysis is performed in the following sequence:

Creating a structural model of the system;

Constructing a matrix of relative estimates;

Calculating the specific scales of each of the options and definition of priorities.

The creation of a multifactorial system involves the study of the components and their relationships, the grouping of these elements on the same type of properties and the distribution of them in levels depending on the coented to each other. The elements of the same level act as targets for the elements of the lower level and at the same time are subordinate to the elements of the overlying level. Distribution by levels is advisable to perform until it is convenient to compare the selected items. At the highest level, a global goal is formed, which is desirable to reach the new product to the market (Fig. 2.4.).

At the second level, significant external environmental factors are listed: the position of the organization in the market; Provision of the company by all the necessary resources; Technical capabilities of the organization, etc.

In the third level there are more detailed factors that are providing elements of second-level factors: the possibilities of product sales channels; availability of a specific type of resource; The level of automation of technological, production processes, etc. At the lower level, selectable options for new construction products are presented.

Thus, the organizational scheme for the selection of products based on the potential resource opportunities of the construction organization is formed.

The matrix of relative estimates is based on the basis of the analysis of the internal environment of the company. In it, by comparison, the relative importance of elements on the same level, with respect to elements of higher levels, is established.

If all the values \u200b\u200bof relative importance have certain properties, then by calculating specific scales, you can determine the priorities of options. For the system shown in Fig. 2.4., We have the following sequence of actions and calculations.

Comparison of second level elements relative to the main goal.

1. Comparison of third-level elements relative to the second level.

2. Comparison of new product options regarding the third level.

3. To determine the priority of new products options, it is necessary to calculate the proportion of each option relative to the main target.

Among all the options, one that has the maximum proportion is selected, that is, the maximum value of the specific weight determines the most promising from the point of view of the company's resource capabilities. Sorting the values \u200b\u200bof specific scales in descending order sets the order of other options for mastering new products.

Thus, an array of priority options is formed. Consequently, the most promising version of the new product that meets the real conditions of the organization is selected.

In the process of bringing new products to the market, there are many unpredictable moments and independent leaders of the firm of the factors that need to be considered. Such factors include risk, whose reduction strategies are developed simultaneously. The task is to choose from a variety of all kinds of options for a managerial solution with minimal risk. This creates a table of probabilities of market conditions and utility, in which for each selectable version indicate the likelihood and utility at that or another market state.

Under objective market state It is understood as the market situation, attributed to a certain point of time, the situation characterized by the ratio of supply and supply, price dynamics and inventories, the presence of competitors and their position, etc.

Under utility It can be understood which result will be the firm after the implementation of new products, and the result must be quantified. After selecting the optimal realizable option for the output of new products to the market, the management of the company needs to take a managerial decision and develop sales policies, market behavior tactics, a strategy of increasing market share and profit growth.

At the same time, it is important to obtain reliable information for the adoption of an objective solution. To reduce the uncertainty of the final result, it is possible to consider and analyze the prospect of the activities of the company using the theory of Markov chains and the theory of making Bayes decisions.

To use quantitative analysis methods, the utility matrix should be made on the basis of which the optimal sales strategy can be selected. It lists all possible and mutually exclusive, that is, independent, market conditions, as well as selected strategies and possible utility.

First, the expected utility of all strategies are calculated, and then choose the maximum one.

In connection with the constant variability of the market, the question arises: how to change its strategy to not fall into the crisis situation? In the process of quantitative forecasting position on the market, it is advisable to use the Markov chains apparatus. The use of this device allows you to decide in advance when changing the market state. In the projection process, a transitional probability is used from one state to another.

Any change in some kind of market state will almost certainly lead to a change in utility, that is, will bring additional profits or loss. These utility are recorded in the following matrix, which is called the transition utility matrix.

Based on the transition probability matrix and the transition matrix, the decision matrix is \u200b\u200bbeing built with a change in market states.

Using the information of this matrix, you can find out what strategy should be applied in such a period and in the selected market state.

In marketing practical activities, the company often has to compare the costs of obtaining partial (incomplete) information and the cost of finding additional new information to make a better managerial decision.

The manager must assess how much the benefit received from additional information covers its receipt. In this case, the theory of decision making solutions can be applied.

When obtaining new information, the expected utility of each strategy is calculated, and then a strategy is selected with the maximum value of expected utility. With the help of new information, the LPR can correct a priori probability , and this is very important when making decisions.

The results of marketing research cannot be absolutely reliable, namely, exactly coincide with the true state of needs in this product. Therefore, the LPR is used by hypothetical different probabilities of coincidence of the results of marketing research with the true state of market demand.

The method of making a decision of management decisions on the conclusion of a new product (Fig. 2.5) is presented. We describe the model of the process of making management decisions on the conclusion of a new product to the market in stages.

Block 1. At this stage, the idea of \u200b\u200ba new product is formal.

A description is drawn up, its distinctive features, technology nuances, competitive advantages are all that will allow him to find his niche in the market.

Similar description, as a rule, does not contain accurate characteristicssuch as weight, size, color, and so on. Rather, when formalizing ideas, the ranges are indicated on the specified characteristics and consumer qualities are formulated,for example, taste, smell, utility, convenience, etc.

Here in the first approximation are described differences of the new product from its analogues or direct competitors.

After the description of the product description, it is necessary to analyze it places in the current assortment of the company:what products a new product will be outpace which additional. This analysis often leads to a timely abandonment of the release of a new product: because, for example, that it displaces the most profitable or successfully sold from available.

At this stage, it may be decided to implement some idea in the form of a separate business.

It is very important before the launch of full-scale research research to understand what place in the company's assortment it will be reserved. It is at this stage that the first substantial examination of ideas is happening: from 10-20 remains 2-3.

Formalization (description according to the scheme) - preliminary requirements (wishes) to sales, production;

Consumer properties of the product;

Planned differences from competitors, etc.;

Comparative sales modeling.

Block 2. Primary study

In this block is formed request for marketing research and technologic elaboration of the new product.In this case, the study may and should be small, low-budget, but giving answers to exactly asked questions: how will buyers refer to a new product, how much they are ready to pay for it, what analogs offer competitors?

At the same stage, it is necessary to determine the possible options for the technologies used, as well as to explore the restrictions and capabilities of the existing production, the need to buy new equipment, a set of new qualified personnel, etc.

Consolidated results of these two studies will give evaluation of the prospects for working with a new producton the market. It often happens that existing production cannot provide the manufacture of a new product at acceptable market prices, and the re-equipment is too expensive.

The analysis will give the opportunity evaluate the real opportunities of the company - Both internal and external - on the conclusion of this particular product and to refuse him in a timely manner, saving big money. In this case, it is better to spend tens of thousand rubles for research than to lose millions of rubles on the equipment of a new production, based on intuitive offers.

Fig. 2.5. - model of making management decisions on the conclusion of the product to the market

In addition, at this stage, it may be decided to place a new product on one of the existing industries, to find and analyze the possibilities of a potential supplier, to market possible alternative channels, etc.

Methods / Nonstruments used:

Request for marketing research (technical task) - parameter, criteria, completeness and depth, resources, timing;

Marketing research - Methods are selected depending on the specific request and product: open sources, selective polls, etc.;

Diagnostics of production - modeling of possibilities.

In the event of a decision on the production of the product outside of its own production, it is necessary to obtain prototypes of the future product. , made already in accordance with the specifications, and not the "model samples" of the manufacturer. At this stage expedientcommand engineers or technologists for future production so that they can analyze not only the quality of the product obtained, but also the quality of the organization of its production.

At this stage, there is an analysis of the real possibilities of production, modeling the cost of the new product, its economic feasibility for the company is determined.

Upon completion of this stage, a decision is also made on the feasibility of launching a new product into mass production.

Methods / Tools used:

Technical task (TU) on the product - technical and technological characteristics, requirements for raw materials, materials and equipment, restrictions, etc.;

Examination of samples - expert assessments, "focus groups", "Quality mugs", etc.;

Calculation of the cost - in accordance with the procedures adopted and regulations; Accounting for overhead, variable costs, etc.

Additionally: "Test Sales". Sometimes for absolutely new products in the market it makes sense to prepare and carry out the so-called "trial sales".

In this way, trading companies are very often used - they have such a term "take for a sample."

When organizing "trial sales", you need to make an accurate sales program: what exactly do we want to check through this action? In no case do not need to put it in the goal of selling a trial batch of product with planned profit - it is much more important to check the accuracy of the choice of packaging, prices, methods of promotion, sales channels.

Methods / Tools used:

Program "Test Sales" - tasks, conditions, methods, timing;

Organization of "Test Sales" - Logistics, Seller Instructions, Information Collection;

Analysis of the results - possible use of SWOT analysis in abbreviated volume.

Block 3. Specifying research.

Tasks of this block of work: Development of an accurate technical task (and technical conditions - TU) on parameters and external design of the product with an indication of the necessary technical characteristics (color, size, weight, etc.), determination of the most effective channels of sales and methods of promotion, clarification of price Range and obtaining other information necessary to compile a business program (business plan) withdrawal and promotion of a new product.

At this stage, regular monitoring of the needs and preferences of clients of the company, as well as a competitive environment in the market. In addition, the study in this block may be less expensive if the previous actions according to the methodology were worked carefully and successfully.

At this stage, the product name, the main positioning parameters, as well as the most significant aspects of the promotion strategy are determined. It should be noted that the works of this block are closely related to the next stage of the output of the product to the market.

Methods / Tools used:

Request for marketing research (technical task) - parameters, criteria, completeness and depth, resources, timing;

Marketing Research Program - Development, Implementation:

Marketing research - Methods are selected depending on the specific request and product: open sources, selective polls, etc.;

Analysis of the results.

Block 4. Trial production.

A very important stage, according to which it becomes clear how much calculations coincide with reality. In production, this stage is also known as the "prototype".

Product samples are manufactured, their comprehensive technical and technological examination is carried out. Packaging options are checked.

Here is also specified profitliability (profitability) of the future product.

Upon completion of this stage, the product production technology is specified, its weaknesses, possible risks.

Block 5. Product output program (promotion).

The results of the third and fourth blocks of work (and sometimes "trial sales") give grounds for developing a business program (business plan) with the conclusion and promotion of a new product. The detail and workout of this program depends on the specific situation: the product, the market segment, the degree of its saturation, etc.

For example, the program may consist of the following sections:

Product description (including its strengths and weaknesses);

Product positioning;

Sales markets and target audience;

Sales policy (including the description of the "ideal" buyer);

Sales channels (available, new);

Sales stimulation (applied tools);

Separate special marketing projects and their implementation (special projects aimed at promoting a new product, such as participation in the exhibition, "promotions", etc.);

Trading conditions (relationships with buyers) and pricing policy;

Marketing budget.

When developing the program, all the available information from the market and production is once again checked, calculations are specified. Ideally, the program should pass an examination.

It is possible that experts will detect substantial flaws in it, which will make or return to previous levels, or even refuse to release a new product.

As experts at this stage, the most loyal clients, independent market specialists, partners, specialists and management consultants and marketing can be attracted.

Methods / Tools used:

The structure of the promotion program is the required volume, the degree of detail;

Examination of the program - expert assessments, the results of "trial sales", a survey of buyers, etc.;

SWOT analysis - availability and content of winning promotion strategies.

Block 6. Product output to the market.

Based on the program obtained in block 5, a detailed work plan with a new product for marketing and sales departments is appropriately the production plan is adjusted.

According to experts, for the period from one to two years, the new product must be in the zone close attention of all top managers.Constant monitoring of the situation will allow you to reveal and correct errors and inaccuracies. Thus, the risk of failures with a new product will be reduced. And mistakes and misses will always be, as even the most large-scale and expensive studies do not make one hundred percent guarantees of success.

The method is effective allocations of a separate "product manager",enchanting for a new product. In the zone of his attention and control should be the whole "chain" - from the purchase of raw materials to the end sales. Task "Product Manager" - to inform the manual about any caseswhen the real development of the situation deviates from the planned plans and indicators. It will log in to bind it to the salary for the results of serial sales of this product.

Methods / Tools used:

The structure of the promotion program is the required volume, the degree of detail;

Production plan - dynamic, including adjustment mechanism;

Cost adjustment program - according to the results of actual labor;

Algorithm and plan for launching a product into production;

Distribution of control functions - for the period of launch and output to the "design capacity" of a new product.

Consideration of the methodology allows you to divide the entire project on the withdrawal of a new product into individual stages, after each of which is made a decision to move the project or output from it.

Each stage has a specific cost and a specific result. Depending on the situation in the company and in the market, one or another stage of the product can be significantly reduced or missed.

The concept of the release of a new product to the market is described here requires a certain ingenuity when implementing it in practice and making real improvements to the company's work on new products. Answers to vital issues "How?", "How?", "What ways?" Not so easy to summarize. The new product output program, successful in one case, may be unsuitable, and often dangerous, in another. That is why we focused on the principle steps of the project stages on the conclusion of a new product to the market. The scheme presented is a general work algorithm over a new product. He takes into account most of the "commandments" and allows them to remember. For complex situations (innovative product, a rich market, etc.), the scheme can be detailed and supplemented with other necessary blocks.

Prostov, N., Renard, A. Conclusion of a new product on the market // Magazine Management Company. - 2005. - № 10 (53).

Previous

Understand requirements existing market easily. You, consider, went to it if your product has better characteristics than those that already exist. The best features mean that your product or service work faster, make something better or significantly improve the identical, already sold by others, product. Good news: consumers and market are understandable. Bad: you have competitors. In fact, competitors and determine the market. The essence of competition is product characteristics.

You can reach the existing market with a cheaper or positionable as a "niche" product, but such a case we call the release of a relaxed market.

New product on the new market

Another option is to introduce a new product on the new market. The new market occurs when companies can create an extensive database of consumers who can with the help of a new product can do what could not earlier. This happens when it is possible to run an innovative product that creates a new brand; The goods that are so cheaper than before that attracts a new class of consumers; Or when the new product is so available, convenient, easy to use, like no other to it. For example, COMPAQ has created a new market - the market of laptops. Another example is Quicken Intuit. It is created to keep home financial accounting on personal computers: can automatically create payment documents, draw up a payment schedule, to sum up the monthly balance - things that many tolerate can not and which very few know how to do well. By offering users such functions, the program has created a home accounting market. ("Created the market" in this case, I mean not the fact that the company "brought a new product to a new market," and the fact that its market conquest is the share and widespread distribution of the product are similar to the creation of its market.)

What is good on the new market is that your product is unique, its characteristics are nothing to compare and you have no competitors (except - what an annoyance - other of the same startups). It is bad that consumers and the market are not defined and not known. When you create a new market, the problem is not how to surpass competitors in the characteristics of your product, but in how to inspire consumers the idea that your vision is not at all hallucination. Creating a new market requires you an understanding, whether there is a sufficiently numerous contingent of consumers who could not do something that you offer them now. Is it possible to convince consumers in what they need your product and want to buy it. And whether the perception of the new product in the life cycle of your company will be met by consumers. In the case of the formation of a new market, it is very difficult to plan finances: how to dispose of money during the dating stage of consumers with a product, how to find very patient investors with very tight wallets.