New Product Development (NPD)

• NPD Definitions and Challenges
• NPD Objectives and Critical Success Factors
• NPD Reasons for Success and Failures
• NPD as a Key Marketing Strategy
• Assessing Commercial Viability

The New Product Development Process

• Idea Generation and Screening
• Concept Development and Testing
• Marketing Strategy
• Business Analysis
• Product Development
• Test Marketing
• Commercialization

The Product Life Cycle and New Product Launch (NPL)

• Life Cycle Stages
• Product Life Cycle Strategies
• The Phase-Gate Process: Structuring the NPL
• The Boston Consulting Group Growth Matrix
• The Product Market Expansion Grid (A Portfolio Planning tool)

New Product Launch: Setting Up the Stage

• Things to Consider Prior to Product Launch
• The Launch Hurdles
• Planning your Media Schedule and Costs
• Selecting the Launch Team
• Preparing the Product Launch Checklist and Toolkits
• Product Launch Strategies
• Setting the Product Marketing Mix

New Product Launch: Full Engagement Launch

• Preparing the Press Kit Checklist
• Product Launch Marketing Budget Toolkit
• Preparing the Press Release
• The Product Launch Plan
• Product Overview Document
• SWOT Analysis, Graphic Chart, and the Creative Plan
• The Role of the Advertising Agency

The NPL Workshop: Putting it All Together (Group Work)

• Designing and Conducting a New Product Launch
• A Challenging Team Game: Presenting the Launch Plan