- Background
One of the basic goals of this subject is to give you an appreciation of the complexity of product innovation and the challenges companies face in developing new products.
Poor marketing research is frequently cited as one of the main factors in new product failure. Well-designed research, conducted at various stages of the new product development process can provide vital customer input for design and development of new products. Crawford & di Benedetto identify three tests that are critical in product innovation (1) concept testing to determine if the intended user needs the proposed item (2) product testing to see if the item developed meets that need and (3) market testing to see if there is an effective marketing plan.
In this assignment you are required to examine in depth, the role of marketing research in testing at various stages of the new product development process. You will do this by looking at the original Nespresso Lattissma single serve espresso machine with one-touch milk frother.www.gizmag.com/go/7290/
The Task
Take yourself back several years to 2006 and place yourself in the role of a new product manager responsible for the development and launch of the original Nespresso Lattissma. single serve espresso machine with one-touch milk frother. You have recently joined the company and your job involves designing (but not conducting) activities that will take a new concept in espresso machines through to a successful launch. The project is currently at the concept evaluation stage and your role involves the design of concept and product testing. Your assignment has two parts.
Part A: Concept testing
The first part of your task is to design the concept testing procedure (which is outlined in your textbook in chapter 9). It has already been decided by management that this testing will be done in a focus group setting.
So first define and explain concept testing and set out your aims for the concept test. Then outline in very specific detail:
Suitable respondents for your concept test
A very specific concept testing procedure to achieve your aims (include a concept statement and moderators guide for your focus group in appendices)
Justification for the various aspects of your recommended procedure
Limitations of concept testing
Remember to draw on relevant theoretical concepts to underpin your recommendations.
Part B: Product testing
For the next section on product testing you will need to define and explain product testing and then set out:
Your research objectives for product testing
Key information you would be looking to find out
With whom you would conduct product testing and why
Market research techniques you would use, e.g. focus groups, surveys, conjoint analysis
Specific details of how the research would be implemented, e.g. what issues you would probe, how you would conduct the testing, various stages of testing, and what questions you would ask. Please be as specific as possible and use an appendix for sample questionnaire
Justification for what you are proposing
Any limitations of the product testing
Remember: The task is not to find out what research was actually conducted but what might have been done. In doing this, the purpose is for you to demonstrate your understanding of testing during the product development process.
References
To get started on this assignment you should refer to Chapters 9 and 15 in your textbook. You should also refer to Marketing Research textbooks and do some research on espresso machines.
Note: This is only a starting point. This is a major assignment in a final year subject and I expect you to do substantial additional research. Make sure that you schedule plenty of time to find material, think about it, start writing, find the gaps, do some more research and present an integrated response to the task you have been set.
Referencing: Use APA referencing style for in text referencing and in your reference list. A guide is available in resources in Interact
Rationale
This assignment will help you to:
Develop an understanding of concept and product testing which are a key activities in the process of taking a new product from an idea or opportunity through to a successful launch.
Demonstrate the capacity to identify and analyse issues in concept and product testing in a workplace related situation and recommend practical and innovative solutions. This should develop your skills and confidence to develop and implement key aspects of managing a new product activity.
Develop and enhance written communication skills.
These assessment addresses learning outcome 3 for this subject.
