Strategic Marketing: Planning and Control, Third Edition

consumer products where 3M is used as an endorsing brand name in small print. The Umbrella brand Scotch is used on most consumer ...

Scotch-Brite brand. In response to competitor’s actions, the scouring pad product was given the specific individual brand identi ...

into financial services. Both are examples of brand stretching. This policy is more likely to be successful where the original b ...

from rival products. When repositioning companies can change aspects of the product, change the brands target market or both. Th ...

changes were instituted to address the changes in consumer tastes in the product’s target market. 4 Total repositioning: This op ...

owned by Ford and MG by the Chinese company Nanjing Automotive. Ford recently also exercised its right to purchase the Rover bra ...

Ries, A. and Trout, J., Positioning: The Battle for Your Mind, McGraw-Hill, New York, 1981. Shell Chemical Company, The Directio ...

CHAPTER 10 Product development and innovation ...

This page intentionally left blank ...

■ The strategic agenda It is essential that all organisations develop products. Product development and innovation are the ‘life ...

214 Strategic Marketing: Planning and Control Kotler et al. (1999) defines a product as having three levels. Firstly, a core pro ...

Fundamentally, a product delivers a set of benefits to a customer, in order to meet a need. Organisations must strive to fully u ...

216 Strategic Marketing: Planning and Control market. Conversely, organisations may only make minor changes aimed at ensuring th ...

NPD processes take many shapes and forms. It is vital that any process is driven by an overall NPD strategy, otherwise developme ...

6 Product launch Using the knowledge and targets generated in the previous processes, a final plan is developed. This includes a ...

activities co-currently. In other words, undertaking a process of paral- lel development. Encouraging functional areas, departme ...

learning within the organisation can be vital to successful NPD. The organisation needs to facilitate the development of, and ac ...

Applying a sound structured approach to NPD and having effective pro- ject management should move the odds in your favour. Produ ...

is vital, as successful innovation requires a combination of skills and func- tional activity (e.g. marketing, research and desi ...

Group and individual motivation are important. Rewardand recognition for innovation helps to generate ideas and foster a collabo ...