Consumer Oriented Product Development
It is important that new product development strategies are adjusted to identified needs in the market. This requires an appropriate methodology to translate consumers' choice or expectations into identifiable quality characteristics. Once this concept is formed it will
be possible to provide detailed guidance for product development. Consumer oriented approach consists of five steps:
1. Identify the opportunity for new product
2. Design of the new product
3. Market testing of the new product
4. Launching the product in identified markets and
5. Life - cycle management.
Opportunity identification stage concerns the definition of the best market segment to introduce the new product, and the generation of new product ideas.
At the product design phase the plan of action is :
1. To identify the key benefits the product is to provide to the consumer
2. Positioning of these benefits versus competitive products and
3. Development of the product and marketing strategy.
Purchasing pattern of the consumer, what they consider important in their choice behaviour and what they consider short - comings in present product supply provide insight into some basic issues of product development. Consumer perception and preference have to be carefully studied while formulating a new product. Market testing may involve segmentation to identify relevant subgroups of consumers that are homogeneous in terms of preference and purchasing behaviour. If the new product is promising, as judged by the testing, it is ready for commercial sale.
With our understanding of the concept of product development and the factors which influence it, let us now learn the process i.e. the methodology of product development