11:  Developing and Managing Products

 

Revitalizing a Brand:  Campbell Soup – what are they doing?

 

Why do companies need to alter their product mix?

 

A.  Managing Existing  Products (explain each of the following and provide an example)

                1.  Line Extensions

 

                2.  Product Modifications

 

                                Quality

 

 

                                Functional

 

 

                                Aesthetic

 

                                                TRUCKS and a WOMAN’s TOUCH (275)

 

B.  Developing New Products (explain the meaning so new product and why is it essential?)

               

 

                Remember the Video on Palm?  Explain of the following steps and provide an example

                1.  Idea Generation

 

                2.  Screening

 

                3.  Concept Testing

 

                4.  Business Analysis

 

                5.  Product Development

 

                6.  Test Marketing

 

                7.  Commercialization

 

C.  Differentiation

                1.  Product Quality – explain all the ways to make your product unique based on quality.

 

                2.  Design and Features – what roles do design, styling and features play?

 

                3.  Product Support Services – How do these make a difference?

 

 

D.  Product Positioning and Repositioning

                Explain the concept, figure 11.4, and provide some automobile examples.

 

 

E.  Product Deletion  WHY???  What are some ways of doing it???

 

 

F.  What are some ways to organize to manage products?

 

 

 

Video Case:  Cali Cosmetics