MKTG UIC Module 6 Contribution Of Design In Tesla Motors Business Case Study In the slide titled “Contributions of Design”, we discuss various design strat

MKTG UIC Module 6 Contribution Of Design In Tesla Motors Business Case Study In the slide titled “Contributions of Design”, we discuss various design strategies that a firm could adopt. Pick two out of the six strategies and provide examples of companies that use the strategies to achieve success. MKTG 587
New Product Development
Module 6a: Concept Testing
Copyright 2018 Montclair State University
Contributions of Design
Design for
Speed to Market
Design for Ease
of Manufacture
Design for
Differentiation
Design to Meet
Customer
Needs
Design to
Build/Support
Corporate
Identity
Design for the
Environment
Product Architecture
• The process by which a customer need is
developed into a product design
▪ Improves speed to market
▪ Reduces the cost of changing the product after
production
Product Platform
• Product architecture development is related to
establishing a product platform
• A platform can form the basis for future products
▪ E.g., Black & Decker developed dozens of handheld tools on couple of basic motor platforms
Prototype Development
COMPREHENSIVE
PROTOTYPE
• Complete, fully functioning,
full-size product
• Ready to be examined by
customers
FOCUSED PROTOTYPE
• Not fully functioning or
developed
• Designed to examine a limited
number of performance
attribute/features
MKTG 587 New Product
Development
Module 6d: Product Use Testing
Product Use Testing
Product use under normal operating conditions
Alpha testing: done in-house
Beta testing: done at the customer site
• Typical goals of beta testing: to determine if the product
works and is free of “bugs”
Reasons For Not Testing
Spent a lot of money on the product
Market research says the product is a winner
Competitor is working on a similar product
May suggest lack of faith in product
Customers have to learn how to use the product
Competitor may steal our idea and beat us to the market
Knowledge Gained from Testing
Pre-use
sense
reactions
Early use
experiences
(“Does it
work?”)
Major
benefits
results (beta
tests)
Diagnostic
information
Types of Product Use Tests
Type
Products
Instructions
Monadic
The new product alone
“Try this new toothbrush, and
tell me how you like it.“
Sequential monadic
Back-to-back monadic tests
with the same respondent
Same as above
Paired comparison
The new product and another
one: the market leader, the
leader in a key segment, the
“best.”
The new product and two
others, or two variants of the
new product and one other.
“Try these, and tell me how
you like them and which you
prefer.”
Triangular
Same as above.
Data Formats
Data Formats for Product Use Tests (Adopted from Crawford and DiBenedetto (2015)
Data Formats
Data Formats for Product Use Tests (Adopted from Crawford and DiBenedetto (2015)
Role of Marketing
• Involved from the beginning of the new products process
▪ Advises the new product team on how product development fits in with
firm’s capabilities and market needs
• Early involvement increases product’s chances for success
• Role of marketing is more information coordination than information
gathering.
Role of Marketing
• The “I think we’ve got it” phase
▪ Once this is reached, team’s attitude toward the project
changes
• Marketing’s role increases as the team begins work
on:
Field sales
and service
availability.
Packaging
and
branding.
Advertising
Product
launch

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