scholarly journals Market Testing dan Positioning Produk Inovasi

2020 ◽  
Vol 4 (2) ◽  
pp. 73-88
Author(s):  
Berri Brilliant Albar ◽  
Mayang Larasati ◽  
Sapta Eka Putra
Keyword(s):  
Market Research ◽  
Development Process ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Consumer Perceptions ◽  
Product Development Process ◽  
Business Analysis ◽  
Consumer Ratings ◽  
Food And Beverage ◽  
West Sumatra

The product innovation enters the next stage in the product development process series towards commercialization. As a product during its development period, it is necessary to carry out market research to determine consumer preferences and perceptions, to become the basis for business analysis and improvement. This activity is carried out through deep interviews with inventors, product / sample tests and simulations, surveys and observations on the market and its segmentation. Market research techniques are used by searching, gathering, and analyzing information about consumers or markets that are appropriate for the business they run. In addition to product quality through understanding the needs and tastes of consumers, another thing that also builds consumer ratings of products is perception. Positioning is the initial analysis to build perception in the minds of consumers. This activity aims to obtain market research documents to determine consumer perceptions about innovation products after consuming the product so that it can be used as a reference for product improvement before commercialization. This activity also aims to help to analyze positioning and design marketing strategies for the next stage. Understanding consumer needs and creating products that are able to meet the needs and solve consumer problems are the keys to successful product commercialization. This activity carried out market research on 7 Andalas University innovation products on food and beverage category with 100 respondents for each of their products spread across the West Sumatra region. This activity produces product market research documents that can be used by each inventor and developer of each product to develop and commercialize their products.

scholarly journals Experimentation Throughout the Product Development Process - Lessons from Food and Beverage Ventures

2019 ◽  
Vol 1 (1) ◽  
pp. 1145-1154
Author(s):  
Ville Kukko-Liedes ◽  
Maria Mikkonen ◽  
Tua Björklund
Keyword(s):  
Product Development ◽  
Development Process ◽  
New Ventures ◽  
Product Development Process ◽  
Concept Generation ◽  
Market Creation ◽  
Food And Beverage ◽  
Development Processes ◽  
Constant Feature ◽  
Multiple Case

AbstractEstablished companies turn to new ventures for bolstering exploration activities, but we know relatively little of the product development processes of startups and new ventures and how different stakeholders are utilized in these. The current study investigated the product development activities and experiments of eight Finnish food and beverage ventures in a multiple case study based on 22 interviews. How the developed products fit into the existing portfolio and experience of the ventures seemed to define their enacted development process. Internal experimentation was a constant feature, although the type of experiments varied between different phases of the development process. External-facing experiments were less frequent and more for validation than concept generation. On the other hand, they also carried important market creation functionalities. The results suggest that more nuanced terminology around experimentation would be useful to determine what type of experiments serve different goals in the development process.

Integrating Market Research With the Product Development Process: A Step Towards Design for Profit

2001 ◽  
Author(s):  
Satyandra K. Gupta ◽  
Anoop K. Samuel
Keyword(s):  
Product Development ◽  
Decision Model ◽  
Market Research ◽  
Development Process ◽  
Measurement Techniques ◽  
Product Development Process ◽  
Evaluation Procedure ◽  
Conjoint Measurement ◽  
Design Decision ◽  
Design Option

Abstract This paper describes a systematic approach for integrating market research with the product development process. The following three problems are addressed in this paper. First, a demand estimation algorithm has been developed based on conjoint measurement techniques. Second, an integrated design decision model has been developed. The main components of this design decision model are representation of available design options using AND/OR tree based representation, and an evaluation procedure for evaluating profit resulting from a design option. Third, a heuristic search technique has been developed that makes use of the design decision model to select the design option that maximizes the profit. Integration of market research with the product development process is expected to result in the following two benefits. First, it will reduce the number of design iterations. Second, it will help the design team in finding the most profitable product designs.

Building and Changing Consumer Attitude

2015 ◽  
pp. 107-132
Keyword(s):  
Competitive Advantage ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Consumer Perceptions ◽  
Attitude Formation ◽  
Consumer Attitude ◽  
Consumption Culture ◽  
Complex Process

Developing consumer attitude is a prolonged and complex process. Consumers build perceptions on products, services, and marketing policies of companies by considering the extent of competitive advantage being offered. Consumer attitude is built when the consumer perceptions stay for sustainable period and are endorsed by their peers in an interactive manner. This chapter discusses various strategies for emerging companies to develop positive consumer attitude for their products and services in reference to consumption culture, shopping trends, varying consumer preferences, and shopping ambiance. The process of consumer attitude formation is delineated in the chapter and discussions argue about building customer-centric marketing strategies for the companies to develop a win-win marketing platform.

Industry 4.0 in the product development process: benefits, difficulties and its impact in marketing strategies and operations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Iara Franchi Arromba ◽  
Philip Stafford Martin ◽  
Robert Cooper Ordoñez ◽  
Rosley Anholon ◽  
Izabela Simon Rampasso ◽  
...  
Keyword(s):  
Literature Review ◽  
Product Development ◽  
Systematic Literature Review ◽  
Industry 4.0 ◽  
Development Process ◽  
Research Question ◽  
Marketing Strategies ◽  
Product Development Process ◽  
Content Type ◽  
Customer Preferences

Purpose Product development process (PDP) in the context of Industry 4.0 may present several marketing implications. To understand these implications, the purpose of this study is to identify the benefits and difficulties of Industry 4.0 related to the PDP and its impact in marketing strategies and operations. Design/methodology/approach The methodology used to perform this research was a systematic literature review. For this, five steps were followed, namely, research question formulation; studies location; studies selection and evaluation; analysis and synthesis; and reporting and use research results. Findings The systematic literature review considering PDP in Industry 4.0 context resulted in 28 benefits and 14 difficulties, in a total of 53 articles. From the analysis of these benefits and difficulties, several implications for marketing were identified, namely, better understand customer preferences; greater agility in marketing decision-making; better align marketing, product development and operations processes issues; better understand product/service lifecycle; analyze possibilities of new ways of distribution and communication channels; better define the value of products and services and location requirements. Originality/value The findings presented here can be used both by market professionals, interested in the subject and by researchers for future studies. The better understanding of PDP in the context of Industry 4.0 can enhance marketing strategies for market professionals and provide insights for researchers. No similar studies were found in the literature.

scholarly journals Consumer Perceptions of Eco-friendly and Sustainable Terms

2015 ◽  
Vol 44 (1) ◽  
pp. 21-34 ◽  
Author(s):  
Benjamin Campbell ◽  
Hayk Khachatryan ◽  
Bridget Behe ◽  
Jennifer Dennis ◽  
Charles Hall
Keyword(s):  
Online Survey ◽  
Consumer Preferences ◽  
Environmentally Friendly ◽  
Marketing Strategies ◽  
Consumer Perceptions ◽  
Environmentally Conscious ◽  
Decision Mechanism ◽  
Sustainable Marketing ◽  
Using Data

Common marketing strategies include emphasizing products’ “green” or environmentally friendly attributes and characteristics to appeal to a growing market of environmentally conscious consumers. While previous studies have used product labels such as “eco-friendly,” “environmentally friendly,” and “sustainable” to investigate consumer preferences, relatively little is known about how consumer perceptions as a pre-decision mechanism impact their preferences and choice behaviors. Using data collected through an online survey of U.S. and Canadian consumers, we investigate systematic differences in individuals’ perceptions of the terms “eco-friendly” and “sustainable.” Marketing implications for the food and green (i.e., greenhouse/nursery producers, suppliers, and retailers) industries are discussed.

Computer Technology

2011 ◽  
Vol 7 (1) ◽  
pp. 80-88
Author(s):  
Shu-Hwa Lin
Keyword(s):  
Product Development ◽  
Computer Technology ◽  
Market Research ◽  
Development Process ◽  
Computer Software ◽  
Product Development Process ◽  
Management Skills ◽  
Organic Cotton ◽  
Student Projects ◽  
Research And Design

This paper describes an innovative course wherein students and faculty collaborate to design, manufacture, manage, and sell organic cotton tote bags. Students remained responsible for the project from start to finish. Responsibilities included all aspects of product development from market research and design conceptualization to producing, promoting and selling the finished tote bag embellished with a heat transfer printed department logo. Moreover, the project required students to develop proficiency in multiple specific computer software programs to facilitate the product development process and ongoing management of promoting, distributing and selling the goods. With the development of fashion design and management skills and applications of computer technology, student projects were successfully executed. Based on positive student evaluations and profitable sales, the course was highly rated.

Timing of Market Research in New Industrial Product Situations

1984 ◽  
Vol 48 (4) ◽  
pp. 84-94 ◽  
Author(s):  
Roger A. More
Keyword(s):  
Product Development ◽  
New Product Development ◽  
Market Research ◽  
Development Process ◽  
Research Effort ◽  
New Product ◽  
Product Development Process ◽  
Industrial Product ◽  
Situational Characteristics ◽  
New Product Development Process

During the management of the new product development process, when should market research effort be focused? In this study the timing of market research resource expenditures (man-hours) in 112 new industrial product situations is measured, and significant differences in timing, related to seven important situational characteristics, were found.

Experience Design Applied to Research

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Andrea CAPRA ◽  
Ana BERGER ◽  
Daniela SZABLUK ◽  
Manuela OLIVEIRA
Keyword(s):  
Information Technology ◽  
Product Development ◽  
Design Process ◽  
Development Process ◽  
Product Development Process ◽  
Experience Design ◽  
Low Resolution ◽  
Design Concepts ◽  
Innovative Products ◽  
Technological Products

An accurate understanding of users' needs is essential for the development of innovative products. This article presents an exploratory method of user centered research in the context of the design process of technological products, conceived from the demands of a large information technology company. The method is oriented - but not restricted - to the initial stages of the product development process, and uses low-resolution prototypes and simulations of interactions, allowing users to imagine themselves in a future context through fictitious environments and scenarios in the ambit of ideation. The method is effective in identifying the requirements of the experience related to the product’s usage and allows rapid iteration on existing assumptions and greater exploration of design concepts that emerge throughout the investigation.

Different Approaches to Design Management - comparative study among Swedish and Polish furniture companies

2016 ◽  
Vol 8 ◽  
pp. 46-52 ◽  
Author(s):  
Justyna Starostka
Keyword(s):  
Best Practices ◽  
Marketing Strategy ◽  
Development Process ◽  
Product Development Process ◽  
Design Management ◽  
Brand Name ◽  
The Third ◽  
Design Activities ◽  
Effective Product ◽  
A Company

There are many roles that design can play in organisations. It can be source of good marketing strategy, and designer by himself can be a promotional tool for a company. Thanks to those actions companies can gain publicity, media attention and good PR.On the second level, design can be perceived as ‘process of making things better’. In this case companies can achieve more effective product development process, new tools and technologies.On the third level we have the situation when designer work alongside with company managers with the whole business concept. At this level, designers’ work looks more like a brand consultant, a strategist. In this approach design should be reflecting certain brand name and brand values.As our study presented, Swedish companies operate on those two, higher levels, while Polish still limit the scope of design. We strongly believe, that Polish companies, as they gain more experience with design activities, will be more likely to perceive design in this more mature approach. In the meantime, presenting best practices from companies from other, more mature countries could be a good way of promoting design as a strategic asset rather than promotional tool. We believe that in order to fasten this process, Polish companies should as follows:1. Work more often with external and foreign designers;2. Expand the area of designer responsibilities in companies;3. Place the responsibility for design in hands of professional design managers.

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