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Product Protocol (Chapter 12) - Coggle Diagram
Product Protocol (Chapter 12)
contents of product protocol
competitive comparison
degree of differentiation
derived from perceptual maps to select an appropriate competitive position
augmentation dimensions
better warranty
better distributor support
new level of service
product attributes (functions, features, specifications)
functions: how products work
benefits: direct or indirect
-uses, savings, sensory enjoyment, economic gains, many more
features: dimensions, ingredients, services, price, structures, and many more
marketing requirements
marketing plans and objectives
product positioning
concept of product positioning can be derived
point of difference/benefit
concept
brand
target segment and need
other components
financials
production
timing
regulatory and corporate strategy
key Potholes
target market
primary target market
secondary target market
purposes of protocol
communicate essential to all players and integrate their actions, direct outcomes
set boundaries
determine what marketing and R&D groups need to do their work
-think concept life cycle
-identify the key deliverables
permit the development process to be managed (what needs to be done, when, why, how, by whom, whether)
product protocol
also known as product requirements, product definition, and deliverable
functions: marketing, technical, operations, and others
sets the standard for a specific new product program
-communicate the required output
-integrate the team
-timing
-to achieve specific targets
address the key questions:
-final package
-benefits or performance product will deliver
-marketing program changes
signed agreement between negotiating parties