CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

New Product Development and Launch
Given the intense competition in today’s marketplace, companies that fail to develop new products are under threat of extinction. Changing consumer preferences, changes in technology, and increased domestic and foreign competition are all contributing to shorter and shorter product life cycles. This lesson traces the exciting journey of a new product from concept, to launch, to market acceptance. Different interpretations of the word, ‘New Product’ are explored along with the need and rationale for launching new products. Factors which help new products succeed and reasons for failure are illustrated. Strategies that could be used at the introduction stage are Rapid-skimming, Slow-skimming, Rapid Penetration and Slow Penetration. The concept of ‘Product Life Cycle’ is an essential ingredient. This lesson is fl avoured with very many current examples from the Indian market place. Sundar T Raghavachary, a management consultant and a guest faculty at IIMB is the author.
MM/M2

25 Mins

29 Mins

65 Pages
Equivalent classroom time: 10hrs