PHASE 3 INDIVIDUAL PROJECT KENNETH C HOLMES MKTG6301502B03 PROFESSOR GENE TOPPER June 8 2015 IDEA CREATION MMs mobile phone market entry Apply quantitative research Apply qualitative research ID: 477222
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THE NEW SMART PHONE DEVELOPMENT PROCESS
PHASE
3
INDIVIDUAL PROJECT
KENNETH C HOLMES
MKTG630-1502B-03
PROFESSOR GENE TOPPER
June 8,
2015Slide2
IDEA CREATION
MM’s mobile phone market entry
Apply quantitative research
Apply qualitative researchEncourage everyone’s participationMentor applicationSlide3
IDEA SCREENING
Determine the standards for judgement
Ensure alignment with MM’s product strategy and values
Determine the ideas feasibility and market potentialEnsure it is the best optionEnsure access of resourcesThe new smart phoneSlide4
CONCEPT DEVELOPMENT AND TESTING
Purpose of concept development and testing
The six steps in concept development
Methods of concept testingSlide5
MARKETING STRATEGY
Target market
Smartphone name and tagline
MM’s new advertising taglineMM’s new logoMM’s new sloganMM’s new packagingSlide6
BUSINESS ANALYSIS
SWOT analysis
Internal measures
External measuresConsumer measuresEnvironmental factorsSlide7
PRODUCT DEVELOPMENT
Idea generation and screening
Concept development and testing
Product feasibility analysisProduct developmentMarket testingProduct commercializationSlide8
TEST MARKETING
Provide a market ready smartphone
Determine the testing method to be used
Determine area to perform market testAnalyze results and make adjustmentsProvide enough time to gauge the smartphones potentialAnalyze results and launch smartphone
The new smartphone test marketing planSlide9
COMMERCIALIZATION
Launch mass media campaign 30 days prior to launch
Launch smartphone in key major metropolitan areas
Launch smart phone in all areasAvailable in major cell phone retailersRun promotional price for 30 daysSlide10
REFERENCES
Berry, T. (2015).
What Is a SWOT Analysis?
Retrieved from articles.bplans.com/business/how-to-perform-swot-analysis/116Bing.com. (2015). Images of Green Cell Phone Logos. Retrieved from bing.com/imagesDontigney, E. (2015). 6 Phases in New Product Development
. Retrieved from smallbusiness.chron.com › … › New Product Marketing
Explorable.com. (2009, November 3).
Quantitative and Qualitative Research
. Retrieved from
https://
explorable.com/quantitative-and-qualitative-research
Pearson Education Inc. (2015, May 19).
Live Chat 1
. Retrieved from
www.ctuonline.edu/5.19_MKTG630_03_215_6_3_0_0
Pearson
Education Inc. (2015, May 30).
Live Chat 4
. Retrieved from www.ctuonline.edu/5.30MKTG630_03_215_6_3_0_3
Pearson Education Inc. (2015, June 6).
Live Chat 6
. Retrieved from
www.ctuonline.edu/6.6MKTG630_03_215_6_3_0_5Slide11
REFERENCES
Qualtrics, LLC. (2015).
Concept Testing Surveys: How to Conduct a Concept Test
. Retrieved from www.qualtrics.com/research-suite/concept-testingScotland Food and Drink.org. (N.D.). How do I conduct a Test market? Retrieved from www.scotlandfoodanddrink.org/.../How-do-I-conduct-a-test-market-2.pdf
Stephensanity. (2010, January 25).
Six Steps to Create an Excellent Concept Idea - Concept Development Tutorial
. Retrieved from stephensanity.blogspot.com/...steps-to-create-excellent-concept.html
Tucker, R. B. (2014).
Seven Strategies for Generating Ideas
. Retrieved from www.innovationresource.com/resources/seven-strategies
Vellandi, M. (2007, august 20).
Idea Screening in New Product Development
. Retrieved from www.melodiesinmarketing.com/2007/08/20/idea-screening
Worpress.com
. (2011, October 10).
Quantitative vs. Qualitative Research: What’s the Difference?
Retrieved from www.mymarketresearchmethods.com/quantitative-vs-qualitative
...