Description
This training will allow you to detect opportunities and assess your company's chances of success in a new market. You will learn to identify the most relevant areas for the development of new products, as well as to master the methods and techniques necessary to successfully complete the process of developing and launching a new product.
Who is this training for ?
For whom ?
Marketing managers, product managers, research managers, project managers and employees who work in conjunction with marketing departments (R&D, sales, etc.).
Prerequisites
Basic knowledge of marketing.
Training objectives
Training program
- Know how to innovate
- Innovation, a lever for internal growth.
- From repositioning to disruptive innovation.
- Exercise: The secrets of successful launches.
- Measuring the attractiveness of a new market
- Assess the competitiveness of the company in this market.
- Identify poorly exploited segments to assess the chances of success, opportunities and threats using customer knowledge.
- Develop a development strategy.
- Exercise: Study of a market in subgroups and making collective decisions on whether or not to launch a product.
- Creativity at the service of marketing
- Setting up and leading a creativity group.
- Choose the appropriate facilitation techniques: brainstorming, mind map, analogy, synectic, associative, random, analog techniques.
- Filter ideas and manage projects.
- The concept: selection criteria, Omeara grid.
- Exercise: Concept search using creativity techniques.
- Marketing studies applied to the development of new products
- The specificities of the studies according to the type of new product/service and its degree of internationalization.
- Qualitative and quantitative studies.
- Collaborate with a consulting firm 'studies.
- Exercise: What studies for the concept developed in subgroups?
- Profitability, profitability of new products
- Project viability.
- Identify the psychological price and set the most appropriate price level.
- Apply value analysis.
- Estimate profitability, break-even point and cash flow.
- Establish the operating account for the new product.
- Exercise: Calculation of the optimal price of the product to launch.
- From marketing concept to development
- Define the target, develop the marketing mix.
- Consumer validations up to the test market.
- Launch strategy: progressive or massive.
- Exercise: Developing the mix for the new product.
- Launch your new products
- Plan actions, brief and coordinate those involved in the launch.
- The launch.
- Control (deadlines, budgets, resources.
- ), corrective actions.
- Conditions for project success.
- Exercise: Presentation and defense by each group of the project and dashboards developed during the three days.
