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Product 'P' (Existing Product (Actual (Brand name, Packaging,…
Product 'P'
Existing Product
Actual
Brand name
Packaging
Features
Styling
Quality
Augmented
Installation
After sales
Warrenty
Delivery/Credit
Core
Core benefit
New Product
Result
Failure
Overestimation of market
poor design
unsuitable launch
inappropriate price
Success
unique/superior product
front end loading
spiral development
speed
Development
Planning
Idea generation
screening
concept test
market analysis
product development
test marketing
commercialision