Tutorial 2 : New Product

Muhammad Ikram bin

Badrul Hisham
Muhammad Azizi bin
Yusri

Explain with examples stage in

new product development ?
Idea
Idea
generation
generation

Concept
Concept
Developm
Developm
ent
ent

The idea must be generate from many product idea to find the new ones
Generated from internal or external
e.g: Proton can generates new idea from R&D to introduce new feature for the new car such as
adding up push start button to start the engine without using the car key

Determine the product benefit that the customer can get when the new product is introduced
Help to provide information for marketers to develop promotional strategy
e.g: The concept of new Proton Persona in the market has develop more space in the bonnet that
ease the user to carry more stuffs or things.

An analysis evaluation of proposed project to determine if the project is easily or conveniently

done.
Market analysis - evaluate demand of the product & make sales projection
Economic analysis how much the production cost, operation cost and profitability of the
Feasibility
Feasibility product
Technical analysis Technology requirement to produce the product.
screening
screening e.G : Production of new Perodua evaluates the demand in the market to introduce new product,
Bezza.

Concept
testing

Get a feedback on the product concept

Main purpose of concept testing :
a) Choose the promising from a set of
alternatives
b) To identify commercial prospect of the
concept
c) To know who is interested in the concept
d) To know the direction of the development
work.
E.g: Do a survey at supermarket for new
product Nescafe Tarik to get a feedback
whether the product is good or bad

 The data must be interpret into a concept or design

Prototype is a preliminary model that been develop based on the
concept.
Product
E.g: Perodua Bezza have been sold and it gave a good hit towards
Development Perodua.

Product
Testing

It must be tested to examine the ability of the prototype in a real

world.
Can meet their standard qualification which give better safety
protection.
E.g: Perodua would have a field test for their prototypes to measure
the capability of the car

To predict the actual sales and profit oncethe product is launched.

Can be calculate based on the data of R&D (survey and
questionnaire).
E.g: Perodua Bezzas advertisment have used few celebrities in their
Market Testing teaser video about the car.

 Presented towards the

market share.
The promotion must be
aggressive since the product
Commercialization should be well-known to the
world.
E.g: Datuk Khairy Jamaludin
have came to Proton Sagas
presentation and automically
increased the popularity of
the new Saga.