How to start New Product: from developing ideas to a communication campaign and how to avoid mistakes at the start, Elena Samokhina, director of the “New Product Launches” practice at Nielsen Russia, spoke.

The issue of innovation is a matter of company survival. However, a rare new product will reach its second year on the market. Every year, more than 40 thousand new SKUs appear in the FMCG category, but half of them soon disappear from the shelves.

The beginning of a difficult journey

What is the reason for strict market selection? Firstly, not all new products are what we understand by this word. For example, a manufacturer changes the volume and material of the packaging, or expands the line by adding new flavors. The meaning remains the same, but the launch is positioned precisely as a new product.

Secondly, most new products are simply not needed by people. Expanding the portfolio of flavors or adding some elements may be interesting from the point of view of marketers, but consumers do not see any practical benefit in them. Such a new product is unlikely to see sufficient sales in its first year of life. Despite this, analysts observe an overabundance of new products even in the portfolio of one manufacturer.

ONLY 1.4% OF NEW LAUNCHES ARE PERCEIVED AS TRULY INNOVATIVE. NIELSEN DATA

Nielsen identifies 12 factors for the success of a new product. At the earliest stages of product development, two components play a decisive role: uniqueness and the presence of desire and need for the product among customers. At the first stage of the funnel, it is necessary to determine the degree of novelty from the consumer's point of view and the relevance of the product.

70% OF NEW PRODUCTS LIVE ON THE MARKET FOR LESS THAN 18 MONTHS. 60% OF SALES ARE FROM PRODUCTS THAT HAVE BEEN ON THE MARKET FOR MORE THAN 18 MONTHS.

The manufacturer may have different approaches. For example, he might start by defining a niche or answering global questions. Is it possible to create a new need or expand consumption among an existing audience? If previously the product was only consumed at home, can it be made to be consumed on the road? What can be done to ensure that the product is consumed more and more often? How can a category be updated or what category can be invented from the factors of uncovered demand?

Unmet demand factors

There are many stories of consumers making compromises due to lack of alternatives. Some things lie on the surface, for example shellac. Women dreamed of the appearance of a similar product on the market, but continued to do pedicures “the old fashioned way” and endure the associated inconveniences.

Innovative companies think not only about the free niche, but also about why the product is not consumed, who is not consuming it, and what the audience is missing. Not long ago it turned out that there is a whole category of products where you can give up gluten and thereby expand your audience. On the other hand, fantasies are wonderful, but there must also be production capacity to release a “dream product”.

Having decided on a niche, it is worth asking the question: “Where do we want to go?” Do we want to expand the functionality/audience/consumption situation? This is already a brainstorming process, and the more different ideas, the higher the chances of success (purely statistically). When there are not 3 ideas, but 20, 30 or 40, the manufacturer can evaluate a variety of options and specifications.

Finding unoccupied niches is not difficult; many discoveries lie on the surface and are related to our pace of life. There is a demand for convenient on-the-go consumption, which requires changes in formats, including modes of consumption. This is how a whole range of offers around the food category was formed: various services for ordering ready-made food, delivery, etc.

The second trend is related to health and environmental friendliness. From the latter: if earlier consumers sought to exclude anything (fat, sugar, GMOs, dyes), now this will not surprise an adherent of a healthy diet. To stand out, you need to offer more, which is why the trend of adding something - proteins, probiotics, amino acids - is gaining popularity. Accordingly, manufacturers are beginning to offer customers flash frozen, selected wheat, and unprocessed flakes.

The categories in which people expect new products remain the same: teas, cookies and snacks. In the latter there is a clear trend towards healthier and organic snacks, even baked chips have appeared. Innovation is welcomed in the category of care products - creams, lotions, shampoos - as all girls dream of being even more beautiful. In this category, it is very important to back up innovations with credibility, because simply talking about a new ingredient or effect is not enough.

Remember the mentality

When launching a product, you must take into account its localization. If a solution is great for the USA or Europe, it may not be applicable in Russia due to mentality or consumer habits. As practice shows, the same communication can cause a completely opposite effect.

For example, the introduction of Actimel to the American market made it difficult to misunderstand the local consumer. The brand's communication was based on the benefits of Actimel for digestion, but at that time, US residents were basically not ready to learn that there were bacteria in their stomachs - for them, yogurt belonged to the category of “desserts”.

The French company really did not want to repeat the situation with another brand, Activia. Together with Nielsen, Danone worked through more than 5 million options on how to build and display its product to resonate with consumers in the States. In the end, they succeeded, and the product became the best launch of the year. What did they do? We changed the communication format. They could not change the formula or appearance of the product - the corporate identity is the same in all markets. But they were able to change the content of communication. Advantages, credible arguments, name - everything should work not separately, but in combination.

You can “test the waters” and find out the opinions of real consumers at the very first stage, when ideas are generated. Next you have to choose which ingredient to focus on, what to call it, and how to prove the benefits of the product. The methodology of evolutionary algorithms works well here, allowing one to identify optimal combinations.

The next step is to evaluate the concept for likelihood of success and initial sales forecast. Here the manufacturer can already understand whether he will achieve the sales plan with the existing budgets, with this launch concept, and whether it is worth doing something else.

The next point is that the concept is the promise we make to the consumer. If this promise is not fulfilled at the product stage, then there will be no repeat purchase. The chances of such a new product achieving success in the market are only 5%. The formula of the cream may be good, but not give the declared effect of youth in two hours - the consumer will, at a minimum, be disappointed and refuse to make a repeat purchase, or at most, his loyalty to the brand will decrease.

Entering the market

The third and final stage is the introduction of the product to the market. In addition to the idea and its proper implementation in a physical product, people should learn about the new product. It is important to talk about your product, provide high-quality and constant marketing support, and build distribution. If quality product is in demand, but it can be found in 3% of stores, so you shouldn’t count on large sales volumes.

Research says that novelty should be maintained not only in the first year of life, but also in the second. In the first year, maximum penetration and recognition cannot be achieved. Very often new products are abandoned, and then we see a drop in sales by the second year. Even those new products that would be successful, necessary and relevant leave due to the fact that sales are declining, no one knows about them, and the manufacturer decides to withdraw the new product from the market.

Work on mistakes

Let's say a manufacturer brings a revolutionary formula to market. It is important to understand how it will actually be perceived by the consumer and conduct product testing. Trial batches of the product are distributed to consumers who like the concept, and they provide feedback on how the product meets their expectations.

At this point, if any inconsistencies and disappointed expectations are identified, the manufacturer can still refine the product. If it has received the green light in the first two stages - positive feedback on the likelihood of success and how the product is perceived by consumers - and has entered the market, appeared in stores, but does not see satisfactory sales levels, the manufacturer can work with marketing communications and channels: advertising, promotions, displays and other activities.

Once the product has been produced and large quantities have been delivered to stores, it is too late to change the formula, but you can always improve the display of the product, make the prices more attractive in order to increase brand awareness and advertising effectiveness.

Are “yellow price tags” necessary?

A well-thought-out promotional calendar for a new product is one of the key elements in its launch strategy. Usually promotion is included in the plan, and here the question arises - is it necessary from the very beginning? It depends on both the strategy and the competitive environment. Such factors must be taken into account, including when a new product is introduced into an existing portfolio. The important thing here is not to harm your own sales, but to add incrementality.

When we talk about new products with unique characteristics, they are much less sensitive to price. An ideal example is the iPhone: although their cost increases with the release of new models, the queues on the first day of sales do not decrease - despite the fact that there are models with similar functionality and 10 times cheaper, you can use them to call, text, and go online.

However, in the case of Apple, price sensitivity is lower than the desire for a unique product. When Apple launched the iPad, it was an incremental launch. The iPad complements the iPhone, but doesn't replace it, meaning it's a great example of expansion.

Another example of a unique product is the Scholl electric file, which appeared on the market three years ago. Its alternative was pumice for 100 rubles, the file was 10 times more expensive, but Reckitt Benckiser positioned Scholl as an alternative to salon pedicure, which is more expensive and takes longer. People willingly paid money to get the result they were promised, and the new product found its niche.

The situation is similar with capsule coffee machines. The consumer’s interaction with the cup has not changed; he drinks coffee in the same way in the morning. With the help of marketing, awareness, and communications, manufacturers have changed the outlook on the entire category, focusing on the pleasant sensations from the cooking process, from best quality coffee.

Greeted by packaging

Packaging is one of the most important elements of a launch because selection in most categories occurs near the shelf. The bulk of buyers learn about new products directly in the store, and a person has about 4-6 seconds to make a decision. What will his gaze fall on? It is important that the packaging distinguishes the product - and especially the new product - from the mass that is present on the shelf, so that a person wants to interact with this packaging. The more he looks at something, the more attached he becomes to it.

Secondly, the design should evoke a desire to buy, because the beautiful and the terrible equally attract attention. Moreover, millennials and generation Z “love with their eyes,” and they are more willing to choose an attractive wrapper. They are ready to buy and try the product just for the sake of beautiful packaging. Millennials are 3 times more likely than other generations to switch from a familiar product to a new one because of its attractive design. According to Nielsen research, 68% of millennials buy a new product based solely on packaging.

The third point is communication. The packaging should convey the communication that you intended for your product and your brand. For example, if it is a brand for family consumption, then the entire design should support the perception associated with family, something soft. On the one hand, these are obvious things, on the other hand, even small elements of packaging (color, font solutions) can negatively affect perception.

According to research, consumers don't like it when pet food packaging shows a shapeless mass in a bowl. They prefer to see it on a porcelain plate, like human food, although this is not reality.

Digitalization of the shopping cart

Online consumption is the same shelf, only smaller. When you stand in front of a real shelf, all your senses are activated. You can touch the packaging to make sure it opens easily or is easy to carry. These criteria cannot be assessed on a smartphone screen, making the task more difficult for the manufacturer. How to convey the necessary information to the buyer? There are cases on developing the appearance of packaging for physical stores and packaging adapted for online displays. These are clearly visible even on a smartphone screen.

Another thing is online video advertising, which shows the product and demonstrates how to use it, and even gives you the opportunity to interact with the packaging. For example, when connected to Wi-Fi in the subway, short videos are shown where you can pour coffee, spray with aerosol and understand how it works. Along with changing consumer habits, the strategy for launching new products is changing, design and communication are adapting to the digital environment.

Forecast for the next two years

Future trends include a shift in formats towards services that are offered along with products. For example, the application helps you choose makeup and immediately suggests purchasing suitable cosmetics - such things work very well. Concentrates are gaining popularity, which eliminate the need to buy something bulky and inconvenient. Consumers want to do everything faster and vote for compactness.

Formula for success

Behind each new product there is a certain amount of investment, and it is impossible to derive a universal formula for success. The size of the investment depends on whether the company has production facilities, its own laboratories, etc. The potential return on investment is best assessed by early stage, before introducing a new product to the market. A combination of factors plays a role here - how the new product is perceived in the market, how much the manufacturer is willing to invest in marketing. In the first or second year of life, it is already clear whether it is worth adjusting budgets or whether you can wait to launch. It happens that companies postpone the release of a new product, wait several years, conduct repeated testing and realize that the time has finally come.

New product launch construction organization to the market is a complex, multidimensional and sequential process. In this case, it is necessary to find the optimal solution that meets both the market requirements and the capabilities of the organization.

The introduction of a new product to the market allows a company to establish itself in a specific segment, maintain competitiveness, and expand sales. To reduce the risk of failure in the market when releasing a new product, it is necessary to model the decision-making process that provides choice optimal option new product, strategy and tactics for its sales.

In every work, especially creative work, there is always the problem of maintaining a balance between theory and practical experience. When introducing a new product to the market, many companies try to follow advanced theoretical developments, while any entrepreneur has his own experience of working in the market - both successful and not so successful. When launching a new product, to what extent should one rely on the methodology, and to what extent on one’s own experience? What tools are advisable to use?

We will try to find the answer to this question by considering several methods.

First, a little theory. In order to correctly navigate the market situation, an organization must correctly answer the following questions:

1) determine what product to produce;

2) choose a sales strategy;

3) determine the need for additional research to increase the reliability of the available information.

To solve these issues, it is proposed to use a decision-making mechanism, the multifactor system of which is presented in Fig. 2.3.

Initially, it is necessary to formulate the main goal that the company wants to achieve by releasing a new product.

Next, information is collected on the basis of which decisions will be made. When collecting information, you need to pay attention to the following nuances: it is necessary to consider everything possible options new products, internal capabilities of the company and market conditions.

The multifactor system contains the following main stages of adoption management decisions. It includes the selection of the optimal option for a new product (service), taking into account the potential capabilities of the company and the risk of each option depending on market conditions, takes into account the internal environment of the company, and performs an analysis external environment, which consists of assessing risk based on information about product market conditions. The criterion for choosing the optimal option is the expected profit. First of all, the optimal marketing strategy for the new product is selected. Based on information about the probability of the occurrence of a particular market state, the possibilities of adjusting the strategy when the external environment changes are considered, the reliability of the choice of a priori probabilities of the occurrence of market conditions is checked when introducing a new product to the market, and the expected utility from clarifying these probabilities is calculated. For this purpose, a decision tree is built.

To launch a new product on the market, we will consider the organizational scheme for selecting options for a new product, taking into account the capabilities of the company. In this case, system analysis is performed in the following sequence:

Creation of a structural model of the system;

Construction of a matrix of relative assessments;

Calculation of the specific weights of each option and determination of priorities.

Creating a multifactor system involves studying the constituent elements and their relationships, grouping these elements according to similar properties and distributing them among levels depending on their subordination to each other. Elements of one level act as targets for elements of a lower level and at the same time are subordinate to elements of a higher level. It is advisable to carry out distribution by levels until it is convenient to compare the selected elements. At the highest level, a global goal is formed that they want to achieve when introducing a new product to the market (Fig. 2.4.).

At the second level, significant factors of the external environment are listed: the organization’s position in the market; provision of the company with all necessary resources; technical capabilities of the organization, etc.

At the third level there are more detailed factors that are supporting elements of the second level factors: the possibilities of product sales channels; availability of a specific type of resource; level of technological automation, production processes etc. At the lower level, selectable options for new construction products are presented.

Thus, it is formed organizational chart selection of product options based on the potential resource capabilities of the construction organization.

The matrix of relative assessments is based on an analysis of the internal environment of the company. It establishes, through comparison, the relative importance of elements at the same level with respect to elements at a higher level.

If all values ​​of relative importance have certain properties, then by calculating the specific weights, it is possible to determine the priorities of the options. For the system shown in Fig. 2.4., we have the following sequence of actions and calculations.

Comparison of second-level elements relative to the main goal.

1. Comparison of elements of the third level relative to the second level.

2. Comparison of new product options relative to the third level.

3. To determine the priority of new product options, it is necessary to calculate specific gravity each option relative to the main goal.

Among all the options, the one that has the maximum specific weight is selected, that is, the maximum value of the specific weight determines the most promising option from the point of view of the company’s resource capabilities. Sorting the obtained specific gravity values ​​in descending order establishes the order of the remaining options for the development of new products.

Thus, an array of priority options has been formed. Consequently, the most promising version of the new product was selected, meeting the real conditions of the organization.

In the process of introducing new products to the market, there are many unpredictable moments and factors independent of the will of the company's managers that must be taken into account. These factors include risk, for which mitigation strategies are being developed simultaneously. The task is to choose from a variety of possible options a management decision with minimal risk. To do this, a table of probabilities of market states and utility is created, in which, for each selected option, the probability and utility for a particular market state are indicated.

Under objective market condition refers to market conditions related to a certain point in time, a situation characterized by the relationship between supply and demand, the dynamics of prices and inventories, the presence of competitors and their position, etc.

Under usefulness you can understand what result the company will have after selling new products, and the result must be expressed quantitatively. After choosing the optimal feasible option for introducing new products to the market, the company’s management needs to make a management decision and develop sales policy, tactics of market behavior, strategy for increasing market share and profit growth.

Wherein, important has the ability to obtain reliable information to make an objective decision. To reduce the uncertainty of the final result, you can consider and analyze the perspective of the company's activities using the theory of Markov chains and Bayesian decision making theory.

To take advantage quantitative methods analysis, a utility matrix should be compiled on the basis of which the optimal sales strategy can be selected. It lists all possible and mutually exclusive, that is, independent, market states, as well as the chosen strategies and possible utilities.

First, the expected utilities of all strategies are calculated, and then the maximum one is selected.

Due to the constant volatility of the market, the company faces the question: how to change its strategy so as not to fall into a crisis situation? In the process of quantitative forecasting of the market situation, it is advisable to use the Markov chain apparatus. The use of this device allows you to make a decision in advance when the market condition changes. The forecasting process uses the transition probability from one state to another.

Any change in some market state will almost certainly lead to a change in utility, that is, it will bring additional profit or loss. These utilities are recorded in the following matrix, which is called the transition utility matrix.

Based on the transition probability matrix and the transition utility matrix, a decision-making matrix is ​​constructed when market conditions change.

Using the information from this matrix, you can find out which strategy should be used in a certain period and in a selected market state.

In marketing practical activities firms often have to compare the costs of obtaining partial (incomplete) information and the costs of finding additional new information to make better management decisions.

The manager must evaluate how much the benefits obtained from additional information cover the costs of obtaining it. In this case, Bayesian decision theory can be applied.

When new information is received, the expected utilities of each strategy are calculated, and then the strategy with the maximum expected utility is selected. With the help of new information, the decision maker can correct prior probabilities , and this is very important when making decisions.

results marketing research cannot be absolutely reliable, namely, coincide exactly with the true state of needs for a given product. Therefore, decision makers use hypothetical different probabilities of coincidence of the obtained marketing research results with the true state of market demand.

The methodology for making management decisions on the launch of a new product seems interesting (Fig. 2.5). Let us describe the model of the management decision-making process for introducing a new product to the market in stages.

Block 1. At this stage, the idea of ​​a new product is formalized.

A description of the product is drawn up, its distinctive features, nuances of technology, competitive advantages– everything that will allow him to find his niche in the market.

Such a description is usually does not contain exact characteristics, such as weight, size, color, etc. Rather, when formalizing the idea, ranges are indicated according to the specified characteristics and consumer qualities are formulated, for example taste, smell, usefulness, convenience, etc.

Here, to a first approximation, we describe differences between the new product and its analogues or direct competitors.

After compiling a product description, it is necessary to analyze it places in the company's current assortment: which products the new product will replace, which ones it will complement. This analysis often leads to the timely refusal to release a new product: for example, because it displaces the most profitable or successfully sold one available.

At this stage, a decision may be made to implement an idea in the form of a separate business.

It is very important, even before launching full-scale product research, to understand what place it will have in the company’s assortment. It is at this stage that the first significant screening of ideas occurs: out of 10-20, 2-3 remain.

Formalization (description according to the diagram) – preliminary requirements (wishes) for sales, production;

Consumer properties of the product;

Planned differences from competitors, etc.;

Comparative sales modeling.

Block 2. Initial study

This block is formed request for market research and technological development of a new product. In this case, the research can and should be small, low-budget, but providing answers to precisely asked questions: how will buyers react to the new product, how much are they willing to pay for it, what analogues are offered by competitors?

At the same stage, it is necessary to determine possible options for the technologies used, as well as explore the limitations and capabilities of existing production, the need to purchase new equipment, recruit new qualified personnel, etc.

The combined results of these two studies will give assessing the prospects of working with a new product On the market. It often happens that existing production cannot produce a new product at acceptable market prices, and re-equipment is too expensive.

The analysis will make it possible assess the real capabilities of the company – both internal and external - on the withdrawal of this particular product and discard it in a timely manner, saving a lot of money. In this case, it is better to spend tens of thousands of rubles on research than to lose millions of rubles on equipping a new production facility, relying on intuitive proposals.

Rice. 2.5. – Model for making management decisions on bringing a product to market

In addition, at this stage a decision may be made to place a new product in one of the existing production facilities, to find and analyze the capabilities of a potential supplier, to market possible alternative channels, etc.

Methods/tools used:

Request for market research ( technical task) – parameter, criteria, completeness and depth, resources, timing;

Marketing research - methods are selected depending on the specific request and product: open sources, sample surveys, etc.;

Production diagnostics – modeling of capabilities.

If a decision is made to produce a product outside own production it is necessary to obtain prototypes of the future product , manufactured in accordance with technical specifications, and not “model samples” of the manufacturer. At this stage expedient send engineers or technologists to future production so that they can analyze not only the quality of the resulting product, but also quality of organization of its production.

At this stage, real production possibilities are analyzed, the cost of a new product is modeled, and its economic feasibility for the company is determined.

Upon completion of this stage, a decision is also made on the advisability of launching a new product into mass production.

Methods/tools used:

Technical specifications (TU) for the product – technical and technological characteristics, requirements for raw materials, materials and equipment, restrictions, etc.;

Examination of samples - expert assessments, “focus groups”, “quality circles”, etc.;

Cost calculation - in accordance with accepted accounting standards and rules; accounting for overhead costs, variable costs, etc.

Additionally: "test sales" Sometimes, for completely new products on the market, it makes sense to prepare and conduct so-called “test sales”.

This method is very often used by trading companies - they have the term “take it for testing.”

When organizing “trial sales”, it is necessary to draw up a precise sales program: what exactly do we want to test through this promotion? In no case should you set yourself the goal of selling a trial batch of a product with a planned profit - it is much more important to check the accuracy of the choice of packaging, price, promotion methods, and sales channels.

Methods/tools used:

“Test sales” program – tasks, conditions, methods, deadlines;

Organization of “trial sales” – logistics, instructing sellers, collecting information;

Analysis of results – it is possible to use SWOT analysis in a reduced volume.

Block 3. Clarifying research.

The tasks of this block of work: development of precise technical specifications (and technical specifications– TU) on the parameters and external design of the product, indicating the necessary technical characteristics (color, size, weight, etc.), determining the most effective sales channels and methods of promotion, clarifying the price range and obtaining other information necessary for drawing up a business program ( business plan) launch and promotion of a new product.

At this stage, regular monitoring of the needs and preferences of the company’s clients, as well as the competitive situation in the market, is carried out. In addition, research in this block may be less expensive if the previous steps in the method have been worked out carefully and successfully.

At this stage, the following is determined: the product name, the main positioning parameters, as well as the most significant aspects of the promotion strategy. It should be taken into account that the work of this block is closely related to the next stage of bringing the product to the market.

Methods/tools used:

Request for marketing research (technical specifications) – parameters, criteria, completeness and depth, resources, deadlines;

Marketing research program – development, implementation:

Marketing research - methods are selected depending on the specific request and product: open sources, sample surveys, etc.;

Analysis of results.

Block 4. Trial production.

A very important stage, at the end of which it becomes clear to what extent the calculations coincide with reality. In production, this stage is also known as the “prototype”.

Product samples are made and undergo comprehensive technical and technological examination. Packaging options are being checked.

It is specified here profitprofitability (profitability) of the future product.

Upon completion of this stage, the product production technology, its weaknesses, and possible risks are clarified.

Block 5. Product launch (promotion) program.

The results of the third and fourth blocks of work (and sometimes “trial sales”) provide the basis for the development of a business program (business plan) for the launch and promotion of a new product. The detail and elaboration of this program depends on the specific situation: product, market segment, degree of saturation, etc.

For example, the program may consist of the following sections:

Description of the product (including its strengths and weaknesses);

Product positioning;

Sales markets and target audience;

Sales policy (including a description of the “ideal” buyer);

Sales channels (existing, new);

Sales promotion (tools used);

Individual special marketing projects and their implementation (special projects aimed at promoting a new product, for example participation in an exhibition, “promotions”, etc.);

Trading conditions (relationships with customers) and pricing policy;

Marketing budget.

When developing the program, all available information from the market and production is checked again, and calculations are clarified. Ideally, the program should undergo examination.

It is quite possible that experts will find significant flaws in it that will force them to either return to previous levels or even abandon the release of a new product.

The most loyal clients, independent market specialists, partners, management and marketing specialists and consultants can be involved as experts at this stage.

Methods/tools used:

The structure of the promotion program – the required volume, degree of detail;

Program examination – expert assessments, results of “trial sales”, customer surveys, etc.;

SWOT analysis – the presence and content of winning promotion strategies.

Block 6. Bringing the product to market.

Based on the program obtained in block 5, a detailed plan work with a new product for the marketing and sales departments, accordingly the production plan is adjusted.

According to experts, for a period of one to two years, a new product should be in the area of ​​close attention of all top managers. Constant monitoring of the situation will allow timely identification and correction of errors and inaccuracies. This minimizes the risk of failure with a new product. But there will always be mistakes and blunders, since even the most large-scale and expensive research does not provide a one hundred percent guarantee of success.

The method is considered effective allocation of a separate “product manager”, assigned to a new product. The entire “chain” should be in the area of ​​his attention and control - from the purchase of raw materials to final sales. The task of the “product manager” is to promptly inform management about any cases, when the actual development of the situation deviates from the planned plans and indicators. It would be logical to tie his salary to the results of serial sales of this product.

Methods/tools used:

The structure of the promotion program – the required volume, degree of detail;

The production plan is dynamic, including an adjustment mechanism;

Cost adjustment program - based on actual labor costs;

Algorithm and plan for launching the product into production;

Distribution of control functions - for the period of launch and delivery to “design capacity” of a new product.

Consideration of methods allows you to break down the entire project to launch a new product into separate stages, after each of which a decision is made to move forward with the project or exit it.

Each stage has a certain cost and a specific result. Depending on the situation in the company and on the market, one or another stage of the product can be significantly reduced or skipped altogether.

The concept outlined here for bringing a new product to market requires some ingenuity in putting it into practice and making real improvements in the company's work on new products. Answers to vital questions “how?”, “in what way?”, “in what ways?” not so easy to generalize. A new product launch program that is successful in one case may be unsuitable, and often dangerous, in another. That is why we focused on the fundamental steps - the stages of the project to bring a new product to the market. The presented diagram is a general algorithm for working on a new product. It takes into account most of the “commandments” and allows you to remember them. For complex situations (an innovative product, a saturated market, etc.), the diagram can be detailed and supplemented with other necessary blocks.

Prostova, N., Renard, A. Launching a new product on the market // Journal of company management. – 2005. – No. 10 (53).

Stages of bringing a new product to market

The process of bringing a new product to market requires a significant amount of preliminary work. Preparing to launch a product on the market can be divided into five stages:

Stage 1. Development marketing strategy

The purpose of this stage is to identify the most promising market segments or select target audience using market situation analysis.

To achieve the company's goal, it is necessary to conduct various studies of consumers, their behavior and attitude towards the product; and the sales and promotion techniques used in the target market. Possession of such information will allow the company to identify the most promising market segments from the point of view of the product being promoted. As a result of analyzing this information, the company develops one or more suitable marketing strategies.

Stage 2. Defining the concept

At this stage of new product development, it is especially important for the company to work with potential consumers. It is their opinion that should be decisive in the process of developing the concept of a new product. To generate conceptual ideas, marketing research tools such as brainstorm with the participation of experts, creative group discussions and in-depth interviews.

Note 1

The analysis of the developed concept is carried out according to the SWOT scheme - the strengths and weaknesses of the product, market opportunities and market threats are identified.

Stage 3. Create a product formula

This stage consists of testing various characteristics of the product: from its taste, color, planned and possible functionality, etc., to the attitude of consumers towards the product. Testing is conducted among consumers using focus groups and quantitative research and helps determine the optimal formula for a new product.

Note 2

With the help of focus groups, hypotheses are put forward that require testing using quantitative research methods.

Stage 4: Reinforcing the finished product

The finished product is reinforced through branding, packaging and other elements of the marketing mix. This stage of entering the market involves testing the brand name, packaging and other elements of the company's communication policy, as well as determining the sensitivity of buyers to price.

Stage 5. Comprehensive brand testing

Before the product is directly launched into the market, final testing is carried out, which gives the company the opportunity to make a final decision on whether to introduce the product or not.

Possible reasons for failure

• “Inadequate idea” of management - sometimes the head of an organization overestimates his knowledge of the market, and employees do not draw his attention to negative factors and possible problems;
• The product does not meet the needs of consumers - a typical situation for technically complex products: technical specialists direct all efforts to improve the product using new technologies, without taking into account the needs of the target audience;
• Lack of preliminary research - entering the market without marketing research or its low quality leads to the company receiving irrelevant information and, accordingly, erroneous management decisions;
• Lack of control or insufficient control;
• Expectation of immediate effect from launching a new product on the market;
• Incorrect selection or implementation of elements of the marketing mix;
• Delay in market entry

Features of bringing a product to market in Russia

The process of introducing a new product to the market in Russia is specific, which is expressed in the following:

• The short deadlines are explained by the instability of the economy and market, as well as the low level of strategic planning. Getting a product to market quickly allows you to stay ahead of your competitors, but increases the risk of failure.
• Voluntarism - the creation of a new product is initiated by management, and not by market necessity;
• Priority of the product over the consumer - when developing a product, insufficient attention is paid to the potential consumer;
• Orientation to Western models - when developing new products, the experience of Western companies, foreign technologies, imported raw materials, etc. is used.
• “Pseudo” products – products made from other, cheaper analogue ingredients or components are sold under a well-known brand, which allows them to reduce production costs.

Most businessmen dream of creating a new product. They are passionate about the idea of ​​selling a product or service that competitors do not have. Moreover, it should be a product for which buyers will line up. The idea is good, but not many people manage to find it, much less implement it. How to make a withdrawal new market a new product that will leave no chance for competitors in the future?

Difficulty of the task

Introducing a new product to the market is not easy and quite expensive. In this regard, many entrepreneurs give up their positions at the very beginning of their journey. The upcoming difficulties scare away beginners. However, introducing a new product to a new market is a completely feasible task. When developing the right marketing strategy already in as soon as possible you can ensure that a product or service takes a leading position. An entrepreneur just needs to be prepared for the fact that it is unlikely that the new product will begin to make a profit in the initial stages.

Choosing the right strategy

Based on current practice, we can conclude that introducing a new product to a new market is associated with significant risks. This leads to the fact that the implementation of an idea is not always successful.

To minimize risks, you will need to apply the right marketing and use the necessary techniques to attract the attention of consumers to a little-known product that has just appeared on the market. Only this will make it buyable and in demand. How to achieve the desired result? To do this, it is important for each manufacturer to use marketing tools that will allow them to produce the product the consumer needs, selling it when needed, where needed and at a price that would satisfy the buyer.

Currently, many different techniques have been developed that help introduce a new product to a new market. In this regard, entrepreneurs and businessmen will need, first of all, to study the existing arsenal of marketing tools and learn how to use them correctly to realize their idea. Of course, each manufacturer must introduce its own nuances, which will be dictated by specific conditions, into any already tested strategies and techniques for promoting a product or service. After all, classic techniques work most effectively only if they are adapted to a specific business.

Be that as it may, the launch of a new product on the market must go through certain stages before it reaches the buyer. They start with concept development and end with commercialization. The strategy for introducing new products to the market can be different. That is why we will consider a generalized idea of ​​​​the steps to promote goods and services.

Idea development

Where does the creation of a new product begin? From generating or searching for ideas. They may come from company employees and scientists, customers and competitors, dealers, and senior management.

Considers it the most logical Starting point This stage identifies the needs and desires of consumers. After all, buyers who most professionally use the products already produced by the company are the first to notice everything that needs to be improved in them. The company can learn about the needs and wants of customers by organizing surveys, group discussions, projective tests, and also considering consumer complaints and suggestions. In the history of world business, there are many examples where good ideas are born to engineers and designers after surveys were conducted of consumers talking about their problems while using a product.

To create a new product, many companies use suggestions received from their employees. Moreover, the desire to create new ideas by employees is, as a rule, encouraged. Thus, Toyota employees propose about 2 million new ideas every year. Moreover, the company implements 85% of them. And the Kodak company rewards employees who present the best ideas with gifts and cash bonuses. This practice is adopted by many other companies.

Good ideas sometimes come from studying competitors' products, through contact with dealers and sales representatives manufacturing company. There are other sources that allow a company to begin creating a new product. Sometimes they are inventors, commercial and university laboratories, industry publications, etc.

Selection of ideas

Any company collects proposals received. They are subsequently reviewed by the ideas manager. He divides proposals into three groups - promising, dubious, and unpromising. Those ideas that fall into the first category are further tested on a large scale. When selecting received proposals, it is important not to make a mistake. After all, sometimes companies reject good idea, starting work on an unpromising direction. One example of introducing a new product is installment trading. At one time, Marshall Field foresaw the unique possibilities of such tactics. But Endicott Johnson did not like this proposal. He called installment trading a most vile system that can only create trouble.

Product release decision

After selecting the most promising ideas, the company needs to consider the following aspects:

• expected profit from sales;
• the company's ability to take the idea into production;
• probability of investing in new project;
• approximate assessment of the volume of consumer demand;
• formation of price levels;
• sales channels;
• likelihood of obtaining a patent;
• assessment of available resources and the level of costs for purchasing equipment (in the case of production of a technically complex product).

Concept development

What is the future plan for bringing the new product to market? The most compelling ideas should then be turned into product concepts that can be tested. What is it? A product concept is understood as an already developed version of a promising idea, which is expressed in a form that is meaningful to the consumer.

Let's consider this important of all stages of introducing a new product to the market using the example of a company operating in the food industry.

Suppose its management decides to launch a powder that, when added to milk, can improve its taste and nutritional value. This is just an idea for a product for now. Next, it needs to be turned into a concept, which may not be alone. For example:

1. Who will be the user of the product? In this case, these could be infants, children, adolescents or adults.
2. What are the advantages of the product? Energy boost, refreshment, nutritional value or taste?
3. When will consumers consume such a drink? During breakfast, lunch, dinner, dinner or late at night?

Only by answering all these questions can you begin to formulate a product concept. So, the drink proposed for production can be:

• Soluble. It will be intended for adults only. It is planned to be consumed as a quick nutritious breakfast.
• For children. The product will have a pleasant taste and can be consumed throughout the day.
• Strengthening health. This drink will be necessary for older people to drink in the evening.

At the next stage of introducing a new product to the market in marketing, a categorical one is selected from all these concepts. It will determine the area of ​​competition for the product. For example, an instant drink will be an alternative to eggs and bacon, cereals, coffee, baked goods, as well as other products included in the breakfast menu.

Creation of a brand

What is the future plan for bringing the new product to market? The product concept at the next stage should turn into a brand concept. A new drink must have significant differences from those already existing on the market. This applies to its average calorie content and price. A company should not position a new product with existing brands, because otherwise it will be quite difficult to win its place in the sun.

Proof of Concept

What further should the marketing strategy include to introduce a new product to the market? The next step is for the company to test the chosen concept. This can be done by testing the product with a specific audience of target consumers. This will allow you to find out their reaction.

A plan for introducing a new product to the market may involve presenting the product concept in a specific form. It can be either symbolic or material. At this important stage of introducing a new product to the company's market, a graphic or verbal description of the product is sufficient. However, it is worth keeping in mind that the test performance will be most reliable when there is a high degree of similarity that can be seen between the concept being tested and the finished product.

An example of bringing a new product to market at this stage is designing it on a computer with the production of a plastic dummy of each option. In this way, toys or small-sized Appliances. Such dummies will allow buyers to get an idea of appearance new product.

One of the steps in bringing a new product to market is the creation virtual reality. This is a computer simulation of the surrounding reality using sensory devices such as glasses or gloves. A similar program is often used to familiarize the consumer with the new interior of his kitchen, the furniture of which will be purchased from this company.

Marketing strategy development

How will a new product be brought to market in the future? In marketing, the next stage of implementing a promising idea involves the development of a preliminary strategy plan. It represents certain steps that a company must go through to sell its product or service. In the future, some corrections and clarifications may be made to the strategy for introducing a new product to the market, depending on the current situation.

The plan being developed should consist of three parts. The first of them contains information about the size and structure of the target market, as well as the behavior of consumers in it. It also provides a description of the product positioning, expected sales volumes, planned profits and market share. All this data is calculated several years in advance.

The second part in the drawn up marketing strategy plan contains data on the pre-formed price of the product, its further distribution, as well as the level of sales costs during the first year of sales.

The third part of the marketing plan includes indicators for product sales and profit generation in the future.

Production and sales capabilities

At the next stage of product promotion, it is important to consider the business attractiveness of the offer. This can be done by analyzing the calculation of expected sales and costs, as well as profits.

All of them must correspond to the company's goals. If the results of such a test are positive, you can begin to develop the product itself.

Process of creation

At the initial stage, it is necessary to prepare production for the release of a new product. To do this, they develop technology, manufacture the necessary equipment and purchase additional tools and equipment. Next, prototypes or a batch of newly created products are manufactured. This completes the creation of a new product.

At this stage, test sales should be prepared and carried out. They represent the implementation of a small number of experimental products. Such a move will allow for additional testing of the market, clarifying the population’s need for the created product. When introducing prototypes of a product to the market, you should not hope to receive the planned profit. At this stage, it is important to check how customers feel about the product and, if necessary, adjust the methods for its further promotion.

Access to the market

At this stage of the launch of a new product, all departments are involved in the work and all functions of the company are affected. These are production and sales, purchasing and finance, personnel, etc. At the same time, operational marketing is connected to strategic marketing, which will require the participation of a tactical as well as a project manager.

As a rule, at this stage the company’s work is unprofitable, and if it makes a profit, it is insignificant. It's all about promotion costs and further development sales channels, which are quite high. That is why, at the initial stages of a product entering the market, consumers should be offered only those options that are basic, because customers are not yet ready to consider modifications to the new product.

In addition, when introducing a product to the market, manufacturers should focus on the target audience. In it, expectations from the product and requests are most studied and predicted.

At this stage, an important role belongs to sales channels and further distribution of products or services. You should pay attention to them Special attention. With a competent solution to this problem, a place in the market will be won in the shortest possible time and at minimal cost.

What will be the choice of implementation system? It depends on the characteristics and image of the company and product, as well as on the reputation of the company.

During development, two options can be considered:

• Direct distribution. In this case, the product from the manufacturer goes directly to the consumer. This scheme is most suitable for the sale of high-tech goods, as well as for expensive and major transactions.
• Distribution with the participation of intermediary companies. Often, trading organizations have a large amount of resources necessary to bring the product to the end consumer. In addition, they provide the buyer with a wide variety of choices brands, which allows the client to significantly save time.

When forming a sales strategy, a marketing plan product promotion. It is worth keeping in mind that there is no universal tool that would allow introducing a new product to the market. For example, large companies in this case invest significant amounts of money in advertising on radio, television and the Internet. They place outdoor advertising and also promote the product in places where it is sold.

Smaller companies are deprived of this opportunity due to lack of funds. They tend to use word of mouth contextual advertising, social media etc. In addition, marketers recommend doing everything possible to ensure that the new product placed on store shelves compares favorably with the offers of other companies, is attractive and bright.

If all the efforts invested in promoting the product did not bring the expected result, then experts recommend making changes to the strategy for its promotion. In this case, you will need to use other types of advertising and promotions.

At this stage of introducing a new product to the market, sizing is of particular importance. advertising budget, drawing up a promotion program, as well as searching for the means of communication with which such work will be carried out.

The presentation of a new product to consumers should be vivid and memorable. To do this, advertising should focus on the features of the product and its differences from existing analogues. In the first stages of introducing a new product to the market, a more rational option would be to sell it via the Internet through participation in specialized exhibitions, etc.

As you can see, many factors influence a new product’s successful entry into the market. That is why at each stage of the project implementation the company must approach the matter comprehensively. This will allow new products to gain a foothold in the market, winning the hearts of consumers and bringing stable profits to the company.

Usually, when developing business ideas, there is someone to follow: there are enough competitors in the market to evaluate their pros and cons and occupy your niche. But what if the product is new?

We talked to people who went through this and launched new or almost new products to the market. We found out how they developed them, how they sold them for the first time and got the hang of it.

Participants in the conversation:

Roman Kirigetov, CEO kabanchik.ua

Ksenia Fursova, co-founder of 1DEA.me

Vitaly Drozd, founder of BODO

In addition, our lecturer Vladislav Iltyakov, Head of Product at Leroy Merlin, told us what tools will help owners launch new products.

Roman Kirigetov, CEO of kabanchik.ua

About the launch and development of the service

During my student years, I was looking for a portal for part-time work, because job search sites are designed for long-term employment. Then I encountered another problem: I needed a person “on hand” for small assignments. I came across the American service TaskRabbit.com - it solved both problems.

There were no such sites in Ukraine. I decided that the business idea was also socially useful: it helps people find Additional income. I bought a domain and called the service “Throw the Hog.” Together with my friend Alexander Yuryev, we began to develop a website.

At that time I didn’t know what customer development was, that I needed to ask customers and study the market.

We were self-taught. I wanted good service- for example, find a plumber who will quickly come and repair everything. We didn’t have calculations, business plans, designers, or layout designers.

We spent two months, created a website and launched in September 2012.

When the site went live, I wrote a post on Facebook. The feedback was positive, people began to register and tell their friends about us. We thought there would be problems with performers, but in a month we recruited about a thousand people.

We had no business experience. We looked at our Western colleagues and tried to logically figure out how to take fewer steps.

In 2013, we attended the EastLabs business incubator. There, three teams were selected among 150 applicants, and “Throw the Hog” was one of these three. We've completed the course business development— taught analytics, prototyping, PR, digital marketing, UX. For the first time we learned what customer development is and understood how to develop a service.

How to understand in 90 minutes

What do your customers want?

About product management and testing

Previously, I was in charge of the product, now I am a product manager. He analyzes and tests the product, assigns development tasks and coordinates employees.

If we launch a new functionality, we always make forecasts. Analyze data, develop MVP (minimum viable product - minimum viable product), then we test the new idea in practice. If it works, we try to improve it; if not, we postpone it.

The hardest thing is when new idea doesn't fire.

We once tested an alternative monetization option: the performer pays a small amount for the customer’s contacts, and the customer chooses from several performers. We observed our Russian colleagues, saw that the scheme worked, and implemented such a model at home. But users did not like the changes. Although they paid less, they did not understand how the system worked. We refined the product for six months, and then returned everything back. We wanted to do better, but we got experience.

About communication channels

When we launched the product, we didn’t know who to follow as an example. At that time, a similar service in the United States already had $38 million in investments.

How we chose promotion channels:

looked at what promotion methods exist

discarded the expensive ones, there are ten options left

1000-2000 UAH were allocated for each channel, 2-3 channels were tested every month, the effectiveness was analyzed

We tested all channels by trial and error, now we repeat it periodically

At first, custom articles and banner advertising did not work. We realized that we needed to focus on hot requests. When a person has a problem, he goes to a search engine and types in: “plumber Kyiv,” and we launch contextual advertising.

The second working tool is word of mouth. We worked for recognition, our bright name was remembered, and it was convenient for users to talk about the service. When a problem arose, a person remembered the “Throw the Hog” website and came to order services.

About the imperfection of the product

Twice a week we invite clients to the office - both customers and performers. I ask about their experience using the service and ask for recommendations.

We have been developing a product for more than five years and want to make a “candy” out of it. It feels like the ideal is close, but in the process new ideas and Feedback.

The product will never be perfect.

All we can do is monitor technology, conduct a dialogue with clients and strive to ensure that our service is used more often.

Ksenia Fursova, co-founder of 1DEA.me

About starting and developing a business

One day I was choosing a travel card as a gift and came across a low-quality Chinese equivalent. I have long wanted to start a business, so my husband and I decided to create cards ourselves. From the beginning of product development to launch, 4 months passed, and in 2013 we began selling scratch cards.

I had experience in printing, I knew how to design everything visually, but I didn’t understand anything about running a business. Trainings and communication with entrepreneurs helped.

Experienced owners will tell you how they would solve the problem, but the responsibility is still on you: you will have to make decisions and experiment.

We have been on the market with one product for almost a year. First, we collected pre-orders for a product that did not yet exist. Then we created a map, launched a website and pages on social networks. The first orders were from friends, then we started participating in fairs. We checked the reaction of customers, received good reviews and began to develop new products.

About product management and work processes

Now the team has more than 50 people, there are already managers who are exclusively involved in product development. We immediately tried to write down the processes so that the development depended not only on us. Product managers receive a brief for the product, then each specialist draws up his own brief, together we come up with ideas, finalize the brief and develop the product. Then the product is presented to managers and the team.

If there is something to improve, we improve it. But most often we release a product right away, even if it’s not ideal, in order to get feedback early.

The startup stages that existed in the beginning are different from those that exist now. At first everything was chaotic. We didn’t understand what we would have to face - we just took it and did it. Now all the processes are clearly worked out, but still not ideal.

About communication channels

We used every possible channel to make ourselves known. When a product is completely new on the market, you need to explain what it is for. Facebook, Instagram and contextual advertising worked well.

Some channels were not effective. For example, we experimented with coupon services, but there was no result.

About the complexities and imperfections of the product

We began to perceive difficulties as opportunities in time. The first 60% of the circulation went to waste, we lost our investment, but decided to try further.

For 2 years we made changes to each edition: we found mistakes in words, changed the color rendition. This is offset printing - often the color proofs did not match. But it was not possible to throw out copies unless the discrepancies were catastrophic. The product was selling, and we corrected this nuance at the next stage.

There were also difficulties with selecting a team. After all, when you launch a product with your own hands and know all its nuances, it is difficult to delegate. I had to learn to trust.

You can improve a product endlessly, and feedback is the best way to do this. We have a sample of clients - we call them and ask them for feedback. If complaints are repeated, we take them into account. We ask sellers to talk about popular questions from buyers and we finalize the packaging so that even without consultation everything is clear to them.

Vitaly Drozd, founder of Bodo

About the launch of the service

We launched Bodo in 2009. At that time, there were similar companies on the market, but I didn’t like their approaches to marketing and product. The prices of the certificates were higher than the cost of services; it was not advertised who provided the service.

I decided to create a service that would not sell a pig in a poke. We immediately started talking about everything about the experience: showing the place, photos, video of the test drive. Clients have the opportunity to give one impression or put together a set.

Before launching, I became convinced that there was a real need for such a service and that the audience was large enough to build a business. We launched the product in 4 months. During this period, we developed a brand, a website, signed contracts and packaged the product.

About business development and difficulties

At first it was difficult to negotiate with partners. Nobody knew about us; everyone wanted to work on an advance payment basis with minimal discounts. After achieving good momentum, it became easier to negotiate.

It was difficult to find employees who were interested in the results. If a young company cannot pay market wages, it will always have problems with personnel. Now the difference between our first 1C programmer and the current specialists is clearly visible.

Now the difference between our first 1C programmer and the current specialists is clearly visible.

About product management and business problems

Product management as part of marketing is the main responsibility of the owner. No one but him will figure out what to sell and to whom.

After 5 years, Bodo now has a product manager. But I still agree on what experiences we will add to the catalog and what their content will be. There is also a department that negotiates with new partners, but this is an operational task.

They say there are two problems in business: “no clients” and “everything else.”

At first, I lived under the illusion that I could hire a good specialist who would solve any problem. But most small businesses don't have a budget. Plus, not everyone understands how to find and evaluate these people, and how to convince them to join the team.

If there is an opportunity to hire someone who has achieved results with a similar product and audience, you need to attract him at any cost. I didn’t have such an employee before, so I had to figure it out on my own. I even mastered copywriting so that the descriptions of impressions were interesting and informative.

About communication channels

Different communication channels work for different businesses. For example, for businesses in the B2B market, the main channel will be personal sales. For a restaurant - social networks and a clear understanding of the target audience.

How to understand in 90 minutes

What do your customers want?