NEW PRODUCT DEVELOPMENT PROCESS

New Product Development Process



Table Of Content

Introduction3

Concept Generation3

New Product/Process Development Flowchart6

Identifying Customers Needs9

Testing and Validation9

The product life cycle14

Colgate Palmolive's comparable advantages15

Colgate Palmolive's flaws on the Toothbrush users decision16

Positioning Strategies and the Product / Process Matrix18

Possible alterations to Colgate Palmolive's new toothbrush processes22

Conclusion23

References25

New Product Development Process

Introduction

The objective of this report is to investigate the two distinct launch schemes (as a niche or a mainstream product) for Colgate Palmolive's new toothbrush, Precision, and select the one that is the most apt in the face of the market affray and buyer needs. The report furthermore aspires to make recommendations for the positioning, branding, connection and advancement of the merchandise under the selected strategy.    

   

Concept Generation

Wherever a new toothbrush notion is evolved in this ideation procedure, the toothbrush output stage begins when an notion or new toothbrush breakthrough is documented and mainly reassessed by management. If management commits to bearing the delineation and evaluation of the output for probable funding, as part of the task portfolios, it proceeds into the toothbrush output phase.

After a new toothbrush output has been selected from the portfolio for implementation, it is went into by management into the toothbrush output stage and put through a organised output development phase. This is the first ascertain of the new notion as a toothbrush concept. The cause of this stage is to body material out the toothbrush output so a deduction can be made if or not to accelerate to conceive and development. This deduction is made in the task reassess gathering at the end of this stage, and the whole stage undertaking is intensified on building up “actionable” facts and numbers for a advance or no-go deduction in task review. In the newest years, stride to market and accelerated toothbrush development methods have reach under examination in Tooth brush industry. Research acquiesces that accelerated toothbrush development may be crucial for Tooth brush businesses to slash allegations, provide first-to-market comparable advantages, and defended patent protection (Yeoh, 1994, 21). However, when such method were not committed under moderation, the time tensions can source the development assembly to unintentional or intentionally overlook many hid hazards which may lead to pledge flops (Chandy et al, 2006, 16).  This is particularly factual in address to the hazards of toothbrush development in the Tooth brush business, particularly the share of allegations committed with study and development, the high malfunction rate of items under the examination of the FDA, as well as last cited allegations of litigation and eliminate when hazards were identified when the toothbrush had developed its location in the market (Grabowski, 2002). This paper examines toothbrush development procedures for Toothbrush users, and investigates pledge determinants of the toothbrush's failure.

Controlling Premature Product Lock-in Before we converse about the output delineation stage it is important to objective on what is actually coordinated in this phase. In supplement to the common controls on time (schedule), cost and asset, and worth affairs, the foremost argument to task management is to bypass locking into a toothbrush conceive before ...