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CII Affirmative Action Gateway Session 2-New Product CII Affirmative Action Gateway Session 2-New Product Development Process Certificate Program on Entrepreneurial Skill Development CII AA GATEWAY 2 CII AA GATEWAY 3 CII AA GATEWAY 4 CII AA GATEWAY 5 CII AA GATEWAY 6 CII AA GATEWAY 7 CII AA GATEWAY 8 CII AA GATEWAY 9 CII AA GATEWAY 10 CII AA GATEWAY 11 CII AA GATEWAY • • • • • – – – • 12 CII AA GATEWAY Phase 1: Opportunity Identification/Selection Phase 2: Concept Generation Phase 3: Concept/Project Evaluation Phase 4: Development Phase 5: Launch 13 CII AA GATEWAY • – – – 14 CII AA GATEWAY • • • • 15 CII AA GATEWAY • • 16 CII AA GATEWAY • • • 17 CII AA GATEWAY • • • • 18 CII AA GATEWAY • • • 19 CII AA GATEWAY • • • 20 CII AA GATEWAY • • • 21 CII AA GATEWAY Opportunity Identification/ Selection Direction; Where should we look? Concept Generation Initial Review: Is the idea worth screening? Concept/Project Evaluation Full Screen: Should we try to develop it? Development Progress Reports: Have we developed it? Launch Market Testing: Should we market it? 22 CII AA GATEWAY Corresponding New Products Process Phases Opp. Concept Project Evaluation Development Launch Identification Generation 23 CII AA GATEWAY • • • • • • • 24 CII AA GATEWAY • • • • 25 CII AA GATEWAY • • • • • 26 CII AA GATEWAY • • • • • • • 27 CII AA GATEWAY • • • • 28 CII AA GATEWAY • • • • 29 CII AA GATEWAY 30 CII AA GATEWAY PLC Stages • • • • • • • • • CII AA GATEWAY • PLC Stages • • • • • • • • • • • CII AA GATEWAY PLC Stages • • • • • • • • • • • CII AA GATEWAY • PLC Stages • • • • • • • • • • CII AA GATEWAY PLC Stages • • • • • • • • • CII AA GATEWAY Nokia Corporation is a Finland based multinational company Headquarter -- Espoo, Finland CEO – Stephen Elop Founder – Fredrik Idestam 1865 Nokia started as a pulp, rubber & cable manufacturer CII AA GATEWAY NOKIA 1011 CII AA GATEWAY In 1992,Launced its First Digital handheld GSM Phone ,The Nokia 1011 Launched very few models due to lesser demand & innovation Sold both GSM & CDMA phones Launched 1st model Nokia 2100 with Nokia tune 2110 was 1st model capable of sending/receiving SMS CII AA GATEWAY CII AA GATEWAY Launched phones without external antenna Had better features like games, alarm, ergonomic keypad, display etc. Models like Nokia 3310/3315 marked beginning of growth stage Launched models like N95 to compete with Apple’s i-phone CII AA GATEWAY CII AA GATEWAY Launched a lot of touch screen models Dropped Mobile Prices. Launched Qwerty+touch model N-97 Most Profit Gained. CII AA GATEWAY CII AA GATEWAY Nokia’s poor product design which did not attract consumers. Shifted focus on Windows as its main OS Strong Dependence on brand equity. Changing technological Environment. CII AA GATEWAY Maturity Nokia Symbian & N- Series Decline Nokia Windows & Symbian phones Growth Sales curve Nokia E- series Introduction The Concept Phones Time CII AA GATEWAY 1960 LUX went colored 1929 LUX launched in India 1925 LUX launched in USA as Toilet soap 1916 LUX launched in USA as Laundry soap CII AA GATEWAY CII AA GATEWAY Company Objectives Actions Sales Low Cost of manufacturing High Profits Negative Marketing Objective Create product awareness in major cities Product strategy Offer a basic product Price strategy Higher than Lifebuoy Distribution Created network in major cities Advertising strategy Awareness among early adopters. CII AA GATEWAY Company Objectives Actions Sales Rising Sales Cost of manufacturing Average cost reduction Profits Positively increasing Marketing Objective Maximise market share Product strategy Offer variants Price strategy To penetrate the market Intensive network in the entire Distribution country Awareness an interest in mass Advertising strategy market CII AA GATEWAY Company Objectives Actions Sales Peak sales Cost of manufacturing Low Profits High Maximize profit while defending market Marketing Objective share Product strategy Diversify brand Price strategy To match the nearest competitor Distribution More intensive focusing on rural area Multiple brand ambassadors for different Advertising strategy variants. CII AA GATEWAY 51 CII AA GATEWAY 52 CII AA GATEWAY 53 CII AA GATEWAY 54 CII AA GATEWAY 55 CII AA GATEWAY 56 CII AA GATEWAY 57 CII AA GATEWAY 58 CII AA GATEWAY 59 CII AA GATEWAY 60 CII AA GATEWAY Thank you 61 Customer Confidential CII AA GATEWAY .
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