How to create and successfully market new products and services. Grow your business using a step-by-step new product approach.

Take part in the most successful new product planning course in North America. Over 1000 participants have attended.

This seminar takes the mystery out of your new product development process, and reinforces your learning with an interactive new product exercise. The program covers three key area: Principles of New product development, The Process of new Product Development, and the New Product Introduction and Launch Process featuring an in-class simulation.

Who Should Attend

This seminar will be of direct benefit to product managers, marketing managers, category managers, advertising managers, market researchers, sales managers and business owners who require an understanding of the new product planning process for their day-to-day management effectiveness.

About This Seminar

New Product Development takes the mystery out of your new product development process. It presents the complete processes of new product development:
- Team selection & dynamics
- Idea generation & screening
- Concept testing
- Business analysis
- Product development strategy
- Factors affecting new product success
- Marketing & commercialization
What You Will Learn
- Develop your complete skill-set to confidently manage new product and innovation projects
- Reduce your product development cycle and quickly gain profitable entry into new markets
- Create winning product concepts using advanced idea generation and screening tools
- Factors involved in avoiding bad product-launch decisions
- Market-relevant concepts applied to new product development
- Strategic frameworks for developing new innovations
- The principles of team-based innovation development
- Launching a new product (computer simulation)

- “Great course, relevant content, lot’s to think about and take back to work.”
  
  A. MartinMarketing Manager, Rogers Business Solutions

Course content details

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3 days

New Product Development: The Complete Approach

DAY ONE: Understanding the Fundamental Principles of New Product Development

NPD Principles

New Products and Innovations: What are they?
Typical Pitfalls in NPD and Innovation Projects
Branding a New Product, Service or Innovation in the Marketplace for Success

Strategic Issues in New Product and Innovation Planning

Market Segmentation Issues
Targeting Issues
Positioning of your New Products and Services

Determining and Setting New Product Objectives

Tools to Improve NPD Decision-Making
Identifying New Opportunities (Products & Markets)
Establishing NPD Objectives

DAY TWO: The New Product Development Process

NPD Team Selection, Dynamics, Process & Assessment

The Politics and Process of NPD: Team Selection & Dynamics
In-process Metrics and Measures during NPD
Applying NPD Models (Stage-Gate, Iterative, Dynamic)
Ideation and Project Selection
Preliminary Assessment and Evaluation of NPD Ideas

Creating and Sustaining Market Successes with NPD

Making the Business Case for the NPD Project, Product & Outcomes
Issues in NPD
Post-NPD Activities and Metrics
Issues in product development
Post-development activities and metrics
Factors for Ensuring Longer Term Success of New Products & Services

DAY THREE: Launching a New Product: Team Simulation Exercise

Simulation Results and Outputs

Finding Appropriate Target Markets
Assessing and Reacting to Competitive Marketing Activities
Tracking NPD Success
Group Evaluation & Feedback

Managing Your New Products Strategically

Using NPD Toward Sustainable Competitive Advantages
Assessing Multiple NPD Strategies
Evaluating your Organization’s ‘State of Readiness’ for Future NPD
Establishing Goals for Implementing NPD Processes in Your Organization
Customizing NPD Strategies for Your Organization, Category, Resource-Level & Competitive Position