Practice shows that new products occupy only 10% of the market. Yes, game app. Angry Birds became successful, only with the fifty-second attempt. All other launches of the application went unnoticed by users. Only thanks to the perseverance of the developers, who did not give up after fifty failures, this game has gained worldwide popularity.

In this article you will read:

• How is the release of a new product most often in Russia?
• What are the types of new products
• Where to get new product ideas
• How to create New Product and market it
• How to price a new product
• What are the most common mistakes people make when introducing a new product to the market?

What are the types of new product

1. Revolutionary new product. An innovative, original product that has not been implemented by anyone before. The most famous revolutionary products are the first mobile phone, the first printer, the first MP3 player, etc.

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2. A product new to the manufacturer (New for us product). Most often, this is the firm's response to similar proposals from other market participants. A successful new product from one company is copied by competitors with small additions such as bright packaging or better prices. This kind of new product does not bring in much profit because the idea is not original and requires a lot of advertising costs in order to win at least part of the market from the pioneers. An example is the introduction of strong beer into the assortment of some breweries after Baltika 9 began to be in high demand among buyers.

3. Next generation product, improved product. The new product is not original, but it has undeniable advantages over its prototypes. No smell, no residue, more compact, longer service life, etc. An example of such a new product: new models of smartphones with increased memory capacity, speed, camera quality, and additional functions.

4. Expansion of the product group (Line extension). The most common implementation of a new product on the market. Despite the simplicity of these measures, it invariably brings good profit. Based on a product already known on the market, the consumer is offered:

– Old product in a new size or volume. Larger packaging of diapers indicating the promotion "20% cheaper", portioned packaging of cereals, economical packaging washing powder 5 kg each - all these are examples of such innovations;

– Simple or improved type of product. So, almost every car model today is presented by the manufacturer in two versions: economy (with a minimum of additional options) and luxury (more expensive and perfect equipment);

- An additional packaging option for a familiar product. For example: Lyubyatovo corn flakes can be purchased at cardboard box as well as in the package.

5. Product repositioning, new packaging. Repositioning aims to present a well-known product in a new quality. This option of promoting a new product is used by manufacturers who want to reach a new level or occupy a new niche in the market. For example, alcoholic products brand "Crystal" after the repositioning took place in a more expensive segment of the market.

New packaging can give new life old product. Changing the packaging is designed to increase the demand for the product, to interest the buyer. Most often, food manufacturing companies use this method of introducing a new product. For example, one of the milk producers developed a new packaging that resembles the color of a cow; consumers perceived this product as a novelty.

Introduction of a new product: how it is done in Russia

1) In a short time. The development and promotion of a new product in Russia is carried out at a faster pace than, for example, in European countries. The unstable economic environment does not allow manufacturers to rely on long-term prospects. Sometimes such haste and financial savings lead to the fact that the company deliberately ignores the standard procedure for developing and promoting a new product. There are times when a hasty introduction of a new product to the market gives an advantage over competitors and allows you to take a leading position in the market, but more often than not, the rush affects the quality of the product.

2) As voluntarists. In our country, it is not uncommon for a new product to be developed and brought to the market in a short time only because such a task was set by the management. The order of the management must be executed on time, no matter what efforts. Even active financial injections into new project do not guarantee the quality of the received product.

3) With the priority of the product over the consumer. Only after introducing a new product to the market, the manufacturer realizes that the product is not in demand and begins to select the target audience for it.

4) Focusing on Western models. The vast majority of new products launched on Russian market over the past five to seven years, are of imported origin. These are either adapted products of Western firms, or goods produced on the basis of imported raw materials, technologies and ideas. This includes food, household chemicals, and many other goods.

5) Presenting "pseudon" products. In the context of the financial crisis, more and more manufacturing companies are resorting to the release of "pseudon" products. Under a well-known brand, the consumer is presented with his most a budget option. In connection with the economy Money lower-quality domestic raw materials are used in production, the weight or composition of the product changes. These changes cannot go unnoticed by the consumer, a decrease in quality can lead to a decrease in consumer demand.

6) Releasing new products despite the crisis. Some new products, the development and promotion of which began in the pre-crisis period, enter the market in new economic conditions, because a running process cannot be stopped. There was a chance to promote products participating in the import substitution program. European brands that have left the domestic market are being replaced by domestic goods. Competition has sharply decreased, and in some niches it has completely disappeared.

Why introduce a new service

Vladimir Mozhenkov, CEO, Audi Center Taganka, Moscow

Before introducing a new service to the market, determine ultimate goal this event. Conditionally services can be divided into:

Services whose purpose is to generate income.

Non-profit-making services designed to increase consumer loyalty .

These directions are completely different. It is important to decide whether you want to make a profit as a result of the launch of the service, or, conversely, are ready to spend money on it.

Determine the end goal of the service requiring cash injections. It can be PR of the company, sales support for a profitable product or service. Each of the goals pursued must be clearly formulated and divided into tasks. If you want to increase attention to the product, indicate who your target audience is, how attention will be attracted, what you will get in the end and whether it is worth the upcoming costs. Every service that requires financial injections must eventually generate income by expanding the consumer niche, for example, or by returning old customers.

Bringing a new profit-oriented service to market is like launching a new product. More often than not, even highly profitable services exist under a well-known brand and do not get their own brand, with rare exceptions. Banking services, for example, are almost never presented as a separate brand, but are presented as a complex. The same applies to such areas as insurance, tourism and other types of services. The main goal of the new service famous brand- increase sales and maintain the image. Therefore, each stage of development and promotion of a new service should be worked out to the smallest detail.

Creating a new product: 5 options for where to look for ideas

Option 1. Learn from nature. All organisms around us consist of particles (cells), which, combined under the influence of a program set at the DNA level, create countless unique copies. Taking a cue from nature, use a modular system in the development of a new product. All your developments, goods, services, programs can be combined in different combinations, obtaining an original product without much effort and expense on your part.

Option 2: Play with the names of your services. In the process of creating a new product, use fresh names, design, details, presentation methods. An old product, modified, presented with additions, under new conditions, with a different order, is perceived by the consumer as a novelty, despite the fact that you do not make any fundamental changes.

Option 3. Combine and combine the product from various unusual elements. Proper use of this method of launching a new product allows you not only to double, but to multiply the desired result. When there is a shortage internal resources, attract outsiders, invite outside professionals - your costs will pay off many times over. The principle - "combine the incongruous" gives unlimited scope for creativity and the creation of original goods and services.

Option 4. Tie your products to the most important needs and requests of people. The most win-win options are new product types focused on core values person. Health, food, beauty, safety are the needs that are relevant for every person at all times. Offering a new product to the attention of the consumer, demonstrate what requests it is able to satisfy.

Option 5. Follow the news. Always be aware of new trends, trends, technical innovations, social and political processes. Thus, you can not only correctly assess the relevance of introducing a particular new product to the market, but also get fresh ideas for new products and services. An example is the Olympic theme, which was actively used by manufacturers in 2014.

How is the development of a new product

New product development is the process of creating original goods and services by inventing innovative products, improving existing offerings, conducting research and testing prototypes.

Let's single out the main stages of the process of launching new products:

Stage 1. Idea generation - collection of information about new products. Generation of new ideas starts with developments and projects internal services companies ( marketing department, R&D, sales department), the most popular requests of the target audience, the experience of competitors, materials from specialized media, new exhibitions, and recommendations from consulting companies are also studied.

Stage 2. Selection of ideas - a thorough analysis of the collected information, screening out the most irrelevant and unpromising options. As a result of this work, the main idea of ​​the future new product emerges.

Stage 3. Concept development and its verification - the idea is brought to life in the form of a concept sample, which is tested on a focus group. Monitoring studies allow you to evaluate the prospects of a product on the market. The focus group can rate a product based on a description or a graphic.

How new products are promoted: step by step instructions

Step 1. We develop a marketing strategy for bringing a new product to the market

It is necessary to analyze the state of the market and identify the most interesting segments and consumer groups. To do this, the following data are collected and analyzed:

- the state and structure of the market, the pros and cons of similar products of competitors and their promotion;

– conditions accompanying the purchase of the product;

- consumer attitude to brands, signs of brand popularity;

- habits and moods of consumers;

– consumer demands and the most frequent motive for buying;

– social group, which can be attributed potential buyer, psychological portrait of the buyer.

Studies that allow this information to be obtained:

1) Study of motivation (work with focus groups, various surveys);

2) Study of consumption and reaction to the product (U + A studies, quantitative surveys, including face-to-face);

3) Sales analysis (retail audit) allows you to get information about sales volumes, sales performance of competitors, the quality of presentation at distribution points, helps to find new ways to promote;

4) The introduction of consumer panels allows you to evaluate the frequency of purchase of the product, brand loyalty, changes in brand perception and demand trends. Tools used: (diaries, tables, periodic surveys of a certain group of consumers).

As a result of the research, shortcomings are revealed marketing policy and potential markets. The next step will be the choice of marketing policy and activities aimed at promoting the product.

Step 2. Determine the optimal concept for a new product

At this level of new product launches, there is an active search for ideas in several directions: consultation with experts, general discussions, consumer surveys.

The selection and testing of new product concepts is carried out both by the manufacturer and third-party experts, as well as by consumers. The collected materials are examined in order to find the strengths and weaknesses of the product, market features, and "pitfalls" encountered during promotion.

Step 3. Create a product formula (product description)

The following tests are carried out:

– product quality: composition, color, smell, taste, etc.;

- the reaction of the buyer to the product;

- the pros and cons of the product from the point of view of the buyer;

– areas of application, the benefits of the product.

A combination of qualitative and quantitative research gives the best result. Both types of analysis are aimed at achieving their specific goals. Qualitative methods include focus groups and direct interviews, while quantitative methods include in-hall, in-home.

Focus groups and personal surveys provide an opportunity to assess the attitude of consumers towards a new product and analyze their perception of the product as a whole. Quantitative tests are intended to prove or challenge the results of qualitative research. Often, the results of quantitative studies are not taken seriously by the manufacturer, preference is given to more economical surveys of groups. However, exactly quantitative analysis makes it possible to identify the most successful product formula.

Step 4. We support the finished product with packaging and other elements

After the stages of choosing a concept and creating a product formula are completed, a Marketing Mix is ​​carried out. These are additional activities such as:

- analysis of the brand name (does the consumer remember it well, does it cause negative emotions, is it associated with the desired group of goods);

- analysis of the appearance of a new product (convenience for the consumer, the attractiveness of the design, the availability of information contained on it);

- assessment of the consumer's reaction to the declared value of the product, the compliance of the price with their expectations.

To study spontaneous reactions, focus groups and direct interviews are used, after which the necessary corrections are made. Then a quantitative study is carried out.

Step 5. Conduct comprehensive brand testing

Before the final introduction of a new product, comprehensive testing is carried out, on the basis of which a verdict is issued - the approval of a new product or refusal to bring it to the market. At the same time, the decision to close the project does not mean financial losses, because. promoting an unpromising product will become much more costly than all previous research activities.

For the final testing, quantitative tests are carried out:

– Concept - Use Test determines how the concept and formula of the product match, and whether it meets the expectations of customers.

– Simulated Test Market simulates natural market conditions, makes it possible to estimate the probable volume of sales and profits. Several variants of this analysis are known. Let's give an example of testing: consumers from among the target audience are offered to familiarize themselves with the advertisement of a new product and a similar product of competitors. After they get acquainted with the product, they are taken to a conditional store with a certain assortment and price tags, where they have to choose a product among other analogues and purchase it by paying with conditional money. Purchased goods can be picked up and tested at home. After a while, the participants in the experiment return the test sample, they are given the opportunity to purchase the goods for their own money. Discussions are held with consumers on the pros and cons of a new product, impressions of use, and meeting expectations.

The results are processed according to a certain scheme, which makes it possible to calculate the percentage of the total market volume that the product can receive over time. For calculations under this scheme, the customer needs to provide information about the desired sales volumes, the expected degree of recognition and brand popularity. The reliability and relevance of such a study may be affected by the volatile behavior of the market during the financial crisis.

New product evaluation helped improve service

Mikhail Safran, Marketing Director, ROSNO Group of Companies, Moscow

We test every idea without fail. Theoretical research may be inaccurate, we pay attention to how our consumers relate to new services, master them. We have recently offered our clients such a product as "European Service". It consists of comprehensive support for OSAGO and includes the service of an emergency commissioner's visit to the scene of an accident involving a client's car. The commissioner supervises the conduct of an independent examination and takes care of communication with representatives of insurance companies of other participants in the accident.

The product fully met our expectations and successfully passed the test. As a result, demand, sales and our share in the market for such services have increased. We managed to convey to our clients the benefits of cooperation with our company (they do not need to waste their time and nerves), which contributed to the expansion of the client base.

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Further, in order to get feedback from consumers, the company's employees called each client who used new service, and asked to evaluate the service, express their comments and suggestions, ask questions. Difficulties that arose for several clients at the same time were eliminated, the service was improved. So, during the polls, it turned out that we missed such an important moment as the evacuation vehicle from the scene of the accident (in the case when the possibility of independent movement of the car is limited). The bug was fixed, the service was added.

What should be the price for a new product

There is a trend when new products are installed low price. How to determine the adequate cost of a new product or service? It is better to initially overestimate it in order to be able to lower it if necessary. Underestimation of the cost leads to the loss of possible income and incorrect positioning of the product in the market. Many companies have learned from their sad experience that after fixing a certain value, its increase takes place with great difficulty.

Focusing on the most popular market niches seems promising to many, but large sales volumes do not yet guarantee high income. Here are 4 factors to consider when choosing a pricing policy for a new product:

1. Reference point. The price of the product, minus discounts and taking into account other promotions, is the starting point, which shows how the manufacturer himself positions his product on the market.

A low baseline negatively affects potential profits: an underpriced product contributes to a quick market conquest, but at the same time, income will be low. Difficulties can also arise when a low price does not correspond to the level that the company would like to occupy in the market.

2. The reaction of competitors. The low cost of the product and the rapid conquest of the market leads to a negative reaction from competitors, confrontation with them, because. these actions will also oblige them to reduce the price and lose profits. A high benchmark demonstrates a company's focus on generating revenue, not gaining cheap popularity. Such a position meets rather a neutral assessment of competitors.

3. Strategy life cycle. When consumers who are actively interested in new products are willing to pay an inflated price for a product, the manufacturer can take advantage of these conditions to generate additional profits, and in the future, reduce costs and thereby expand the sales market. Also, this strategy will allow to assess the ratio of demand and production capabilities.

4. Cannibalization. The manufacturer should analyze the possible impact of the new product on previously introduced products. If the old product is in constant demand, it is advisable to overcharge the new product and try to promote it to a new level for a different target audience. Conversely, if the product is outdated, a low starting point will be more effective as attract in a short time a large number of clients.

What are the risks of a new product

1. "Inadequate idea" of a new product from the management of the organization. Often, the head of the company, using his unlimited power, inspired by the success of the company, tries to impose his opinion and his view on the idea and methods of promoting a new product on the team, ignoring the results of research, not taking into account the objections of specialists.

2. A new product solves a technological problem, but does not satisfy the needs of consumers. Sometimes when developing a new product, its technical improvement becomes a priority. A kind of "arms race" and the endless production of new generation models becomes a gamble for manufacturers, they are too addictive. Unfortunately, the needs of end users go unnoticed.

3. Entering the market without preliminary marketing research, or their implementation at a low level. In order to save money, companies ignore the importance of market research or conduct it in a superficial, unprofessional manner. As a result, the market is assessed inadequately, failed plans and strategies are adopted.

4. The detachment of top management from the process of creating a new product. If the company's management does not show interest in the process of developing and implementing a new product, it insufficient control behind the stages of its creation, employees vaguely understand their tasks, they can misunderstand the goals and principles of work, understand them in their own way. The initiative can pass into the hands of active employees pursuing their individual goals that run counter to the goals of the company.

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5. Expecting an immediate effect from the introduction of a new product. Not having received profit and recognition as quickly as they would like, some manufacturers make false conclusions about the failure of the product, its futility and abandon it. Naturally, conquering the market takes time and patience, especially if it is a revolutionary product that consumers should appreciate and master.

6. Lack of control over all stages of the process. If several organizations are involved in the development of a new product, the process of controlling the stages of work for the manufacturer becomes more complicated. This applies, to a greater extent, to small companies using the services third party companies and specialists.

7. Compromise product as a result of consensus. Sometimes, in the process of creating a new product, developers are guided not by the needs of target groups and market demands, but by solutions that have been approved by the majority, the so-called compromise product. Such an average option will lose to competitors aimed at the consumer.

8. Wrong price policy. Overpriced or underpriced new product.

9. Poor quality control. Initially good idea By different reasons suffers from the poor quality of the final product.

10. Untimely introduction of the product to the market. The manufacturer missed the moment to launch a new product, or, conversely, introduced it too early, when the market was not yet able to accept it.

11. Weak distribution of a new product. Dealers are not ready to take an unknown, poorly selling product. A weak sales organization nullifies all advertising and promotion efforts.

3 new product launch examples

1. A pseudo product goes to market. Due to the increase in the prices of ingredients, one of the well-known domestic manufacturers yogurt decided to change the composition of its product, reducing its cost. This made it possible to leave the selling price unchanged and win in competition from manufacturers forced to raise the cost of their products under the influence of the changing dollar. As a result of replacing ingredients with cheap analogues, the quality of the product suffered, which led to a decrease in consumer demand and loss of market positions. Properly conducted market research would help to anticipate this outcome and prevent such losses.

2. Unsuccessful output of a "good" product. Large Russian manufacturer dairy products launched a new excellent quality bio-yogurt on the market. Even the high popularity of the brand in its region did not affect the fact that the product turned out to be unclaimed and did not interest buyers. The fact is that consumers are already accustomed to the taste and texture of imported yoghurts that appeared on the market earlier. As subsequent studies showed, buyers did not even understand what kind of product it was. The manufacturer missed the time to introduce a new product, but with full testing, he could find ways to solve this problem.

3. Refusal to bring the product to market. The European manufacturer of soft drinks is preparing to launch a new juice on the Russian market with an unexpected composition for our public: apple, carrot and banana. The product was positioned as a natural drink that can satisfy the daily requirement for vitamins of an adult. However, studies have shown that the composition of the juice turned out to be too exotic for the Russian consumer, and the abundance of vitamins in their understanding was associated with the addition of artificial ingredients to the composition. Thanks to these findings, the manufacturer was able to avoid spending on promoting a deliberately unsuccessful product by abandoning it.

Information about the author and company

Vladimir Mozhenkov, General Director of the company "Audi Center Taganka", Moscow. Graduated from the Bryansk Institute of Transport Engineering, Institute of Management and Entrepreneurship (Moscow). He completed training and internships in the UK, Germany, Italy and the USA. "Audi Centre Taganka". Field of activity: auto retail. Form of organization: part of the AvtoSpetsTsentr group of companies. Location: Moscow. Number of staff: 267. Length of service General Director position: since 1998.
Participation of the CEO in business: shareholder.

Mikhail Safran, Marketing Director, ROSNO Group of Companies, Moscow. open Joint-Stock Company ROSNO‑MS Insurance Company is a medical insurance organization specializing in compulsory and voluntary medical insurance. JSC ROSNO‑MS was registered on November 18, 1994. Authorized capital the company is fully paid and amounts to 600 million rubles.

Promotion of a new product to the market is not easy and costly, and along the way, many entrepreneurs “lose ground”, difficulties scare away newcomers. Actually bring out new product to the market and as soon as possible to achieve that he occupies leadership positions is a completely feasible task. But this requires a properly developed strategy and use effective methods promotion of goods on the market. We will talk about this in our article.

Promotion of a new product to the market: how to "occupy" the desired niche?

The process of launching any new product, product or service on the market is complex, multi-tasking, and requires the investment of a significant amount of money, effort and time. This also applies successful companies, large corporations and small firms who create something unique and want to make it known to many.

Promotion of a new product to the market – the task is responsible and complex, and even the slightest mistake can cost the company significant losses. Many "arrogant" entrepreneurs prefer to act independently, at random, without looking at the experience of other companies, without calculating everything in advance, without information about the market situation, competitive environment, possible demand for a new product, without adhering to any promotion strategy. Experts are sure that in this case it is wrong to do so and rely only on your intuition. Here it is necessary A complex approach, expert advice and the use of effective techniques. Only work “in a complex” will help the correct introduction of a new product to the market and the achievement of the set economic results.

Today, most entrepreneurs who are puzzled by the promotion of new products on the market, while having different ready base. The first category of entrepreneurs felt the need to expand the range, create a new product and bring it to the market, and now they are faced with the task of creating a new promising product that can interest consumers and take its rightful place in the market and become competitive.

Businessmen who do not have experience in “promotion” of goods often use the services of marketers who conduct a comprehensive analysis – market monitoring, including competitiveness research, assess the degree of compliance of the product with market expectations, the benefits of new products – and, based on the results of such an analysis, they give a correct assessment of the future success of the proposed novelty, and can correct the strategy for its promotion. It is not uncommon for a comprehensive analysis of the prospects of a new product to reveal the fact that bringing it to the market will simply be unpromising, and even unprofitable for business.

In cases where businessmen have just conceived the creation of a new product, experienced marketers study offers, demand for similar products, present entrepreneurs with requirements for what a new product should be, develop options and concepts for what a product should be in order to satisfy all requirements as much as possible. consumers.

Does this mean that the promotion of a new product to the market is possible only with the help of professionals, specialists from marketing agencies and significant investments in strategy development? Of course, this will be the so-called “path of least resistance”, but for entrepreneurs who decide to launch a new product on the market on their own, there are “unified” promotion tools that can be used in their work.

New product on the market: implementation stages

The process of launching new products on the market scares away the “newcomers” of the business, since not every young company is ready for global competition. In cases where the product or product that is planned to be launched on the market is “doomed to success”, is truly original and will resonate in the hearts of buyers, marketers advise entrepreneurs not to be afraid to take risks and try to adhere to a clear strategy within several main stages. promoting a new product to the market.

1. Market research

First and truly important task to be given Special attention promoting a new product to the market, – this is a study of the market and the "mood" of the target audience, for the sale of which the new product is designed. An entrepreneur must identify the most promising market sectors for selling his new product, determine the circle of consumers who will buy such a product in the future. The best "niche" for a new product is "scarce" goods that cannot be bought in your city.

For example, there are shops selling bicycles in the city, but they are all of poor quality, many cyclists are ready to come and give their money for bicycles of famous brands, but they simply do not exist, and then people have to order bicycles on the Internet, overpay, go shopping in other regions. That is, this niche – is not occupied by anyone yet, and by introducing a new product to the market, in our case, bicycles of a well-known company, which has no analogues in our city or country, such products automatically become in demand, as they satisfy the needs of consumers.

Experienced marketers advise businessmen who are engaged in market and target audience research to monitor “foreign” trends in this regard. That is, all new products that have successfully “entered” the foreign market in most cases will “take root” in our country, and the “cream” will be removed by the one who manages to introduce a new product to the market faster than others.

2. Product positioning

An important stage in the promotion of a new product on the market is the positioning of the product, the development of its concept. To do this, it is necessary to analyze the novelty, to characterize its strong and weaknesses, to determine its future value, to assess how the novelty will "meet" the expectations of the consumer. How not to make a mistake this stage? First, the right decision is to determine the basic qualities of the product that the consumer will “appreciate” first of all. For example, when introducing a new product to the market – unique cosmetical tools made from honey, when creating the concept of product positioning, the “emphasis” should be placed on the naturalness of all components of such cosmetics, the safety of these products, or on the unique technology used.

All these "basic characteristics" of the new product will help it differ from competitors, attract consumers. On the basis of these data, in the future, emphasis will be placed when compiling unique sales offers, conducting advertising campaign etc.

3. We take a place among competitors

Before promoting a new product to the market, this market must be comprehensively studied, and, first of all, this applies to competing firms. It is necessary to find out which companies are represented in the market of this type of goods, which direct and indirect competitors the company has, to find out how they position themselves, what development strategy they follow. If the products of competing firms similar to our novelty have a higher cost, then the firm should build its positioning in relation to competitors, focusing on low prices. If the prices for a new product are higher than those of competitors, then the consumer needs to explain in an accessible way what he “overpays” for.

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You need to position your new product correctly relative to competitors. For example, when launching new highly carbonated drinks with fruit juice, three indirect competitors of this type of product will be: carbonated drinks, juices, waters. Think about how your product is better than those of competitors and focus on this.

4. Making a sales forecast

No strategic action plan for bringing a new product to market is complete without a sales forecast – this is a certain value that the company can achieve if certain conditions are met and the main tasks are implemented. Of course, it is not easy to obtain accurate and “one hundred percent” data here, but without this data it is impossible to predict how successful the sales of a new product will be, in what estimated time all the funds invested in the project will pay off. The sales forecast is made, among other things, on the basis of survey data of the target audience, on data from studies of sales of similar products in the past, on the basis of market trends, seasonality, macroeconomic trends, the amount of investment in advertising, marketing, etc. It is the preparation of a sales forecast that will help a businessman plan events in order to achieve the desired performance.

5. Drawing up a marketing promotion plan

According to marketers, there is no “universal” tool for promoting a new product to the market. Eg, large firms, introducing novelties to the market, do not spare any funds for "promotion", investing significant amounts in advertising on television, radio, on the Internet, on outdoor advertising and "promotion" of the product at the point of sale. Smaller firms choose other ways of "promotion". For example, word of mouth, promotion through social media, contextual advertising, etc. When planning to sell a product at retail, an entrepreneur must think in advance about the options for its delivery or work through distributors, etc.

But the most effective way to "promote" a new product, experienced businessmen consider advertising a product at the point of sale. This allows you to draw attention to it. Try to make sure that on the shelves of the store the product is noticeable, attractive, compares favorably with the products of other companies. If, after all the funds invested in marketing and promotion, the expected result cannot be achieved, experts advise making changes to the strategy for its promotion to the market, using new ways for advertising, and thinking over the concepts of other promotions.

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. And it should be a product for which buyers will line up. The idea is good, but not many people manage to find it, let alone implement it. How to make a withdrawal new market a new product that will leave no chance for competitors in the future?

Task complexity

Bringing a new product to market is not an easy and expensive task. In this regard, many entrepreneurs give up their positions at the very beginning of their journey. The difficulties ahead scare off newcomers. However, bringing a new product to a new market is a feasible task. When developing the right marketing strategy in the shortest possible time it is possible to ensure that the product or service takes a leading position. An entrepreneur only needs to be prepared for the fact that it is unlikely that a new product will start to make a profit at the initial stages.

Choosing the Right Strategy

Based on existing practice, it can be concluded that the introduction of a new product into a new market is associated with significant risks. This leads to the fact that the implementation of the idea is not always successful.

To minimize risks, you will need to apply the right marketing and use the necessary techniques to help attract consumer attention 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 producing the product that the consumer needs, selling it when needed, where needed and at the price that would satisfy the buyer.

Currently, many different methods have been developed that contribute to the introduction of 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 implement their idea. Of course, in any already tested methods of strategy and methods of promoting a product or service, each manufacturer must introduce its own nuances, which will be dictated by specific conditions. After all, classic techniques work as efficiently as possible only if they are adapted to a specific business.

Be that as it may, the introduction of a new product to the market, before it reaches the buyer, must go through certain stages. They start with concept development and end with commercialization. The strategy for bringing new products to 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 can come from company employees and academics, customers and competitors, dealers, and senior management.

Considers the most logical starting point of this stage to identify the needs and desires of consumers. After all, buyers who most professionally use the products already manufactured by the company are the first to notice everything that needs to be improved in it. The company can learn about the needs and needs of customers by organizing surveys, group discussions, projective tests, as well as considering complaints and suggestions from consumers. In the history of world business, there are many examples when good ideas are born from engineers and designers after surveys were conducted of consumers talking about their problems while using the product.

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

Good ideas sometimes come from studying the product of competitors, through contact with dealers and sales representatives manufacturer. There are other sources that allow a company to start building a new product. Sometimes they are inventors, commercial and university laboratories, trade publications, etc.

Selection of ideas

Any company collects received proposals. In the future, they are considered by the head of ideas. He divides proposals into three groups - promising, doubtful, and unpromising. Those ideas that belong to the first category are further tested on a large scale. When selecting proposals received, it is important not to make a mistake. After all, sometimes companies reject good idea starting work on an unpromising direction. One example of a new product launch is installment trading. At one time, Marshall Field had a premonition of the unique possibilities of such tactics. But Endicott Johnson did not like this proposal. He called installment trading a 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 the sale;
• the ability of the company to take the idea into production;
• the probability of investing in a new project;
• an approximate estimate of the volume of consumer demand;
• formation of the price level;
• sales channels;
• the likelihood of obtaining a patent;
• assessment of available resources and the level of costs for the purchase of equipment (in the case of the 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 turn into product concepts that can be tested. What does she represent? The concept of a product is understood as an already developed version promising idea, which is expressed in a form meaningful to the consumer.

Consider this important of all stages of bringing a new product to the market using the example of a company operating in the food industry.

Let's assume that its management decides to launch a powder that, when added to milk, can increase its taste and nutritional value. This is just an idea for a product. Further, it must be turned into a concept, which may not be one. For example:

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

Only by giving answers to all these questions, it will be possible to start forming the concept of the product. So, the drink intended for production can be:

• Soluble. It will be for adults only. It is planned to be consumed as a quick nutritious breakfast.
• Children's. The product will have a pleasant taste, and its use is acceptable throughout the day.
• Strengthening health. Such a drink will be necessary for older people to drink in the evening.

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

Brand creation

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 needs to be significantly different from those already on the market. This applies to its average calorie content and price. A company should not position a new product with existing brands, otherwise it will be quite difficult to win its place in the sun.

proof of concept

What should be the future marketing strategy for bringing a new product to the market? At the next stage, the company needs 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 to bring a new product to market may involve presenting a product concept in some form. It can be either symbolic or material. At this important stage of launching a new product on the company's market, a graphic or verbal description of the product is sufficient. However, it is worth bearing in mind that the effectiveness of the test will be most reliable when there is a large similarity that can be seen between the tested concept and the finished product.

An example of bringing a new product to the market at this stage is designing it on a computer with the manufacture of a plastic model of each of the options. In this way, toys or small household appliances can be created. Such dummies will allow buyers to get an idea of appearance new product.

One of the steps to launch a new product on the market is to create virtual reality. This is a computer simulation. surrounding reality when using touch devices such as glasses or gloves. Such a program is often used to familiarize the consumer with the new interior of his kitchen, the furniture from which will be purchased from this company.

Development of a marketing strategy

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

The developed plan should consist of three parts. The first of them contains information about the volume and structure target market, as well as the behavior of consumers on it. It also describes the positioning of the product, expected sales volumes, planned profits and market share. All these data are calculated for several years ahead.

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

The third part of the marketing plan includes indicators of product implementation and profit in the future.

Possibilities of production and sales

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 estimated sales and costs, as well as profits.

All of them must be consistent with the goals of the company. In the case of positive results of such a test, 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, produce the necessary equipment and purchase additional tools and equipment. Next, the production of prototypes or a batch of newly created products is carried out. This completes the creation of a new product.

At this stage, you should prepare and carry out test sales. They represent the implementation of a small number of experimental products. Such a move will allow for an additional check of the market, clarifying the need of the population for the created product. When introducing prototypes of a product to the market, one 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 of its further promotion.

Access to the market

At this stage of the launch of a new product, all departments are involved and all functions of the company are affected. These are production and sales, procurement 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, then it is insignificant. It's all about the cost of promotion and further development distribution channels that are quite high. That is why at the initial stages of a product entering the market, it is necessary to offer consumers only those options that are basic, because customers are not yet ready to consider modifications to a new product.

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

At this stage important role belongs to the distribution channels and further distribution of products or services. They should be given special attention. With a competent solution of 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 firm and product, as well as 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 acceptable for the sale of high-tech goods, as well as for expensive and big deals.
• Distribution with the participation of intermediary firms. 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 choice of a wide variety of trademarks which allows the client to significantly save time.

When forming a marketing strategy, a marketing plan for promoting the product should be drawn up. At the same time, it should be borne in mind that there is no universal tool that would allow introducing a new product to the market. For example, large firms in this case invest impressive amounts in advertising on radio, television and on the Internet. They place outdoor advertising, and also carry out the promotion of goods in the places of its sale.

Smaller companies are deprived of such an opportunity due to lack of funds. As a rule, they use word of mouth, contextual advertising, social networks, etc. In addition, marketers recommend doing everything possible so that a new product placed on store shelves compares favorably with offers from other companies, is attractive and bright .

If all the efforts invested in the promotion of the product did not bring the expected result, then experts recommend making changes to the promotion strategy. 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 those means of communication through which such work will be carried out.

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

As you can see, there are many factors that influence the success of a new product on 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 a stable profit to the company.

You will need

• - media services;
• - information about competitors;
• - improvement of a new product;
• - Knowledge of the basics of PR.

Instruction

Define your "enemy". It could be a competing company or a product category that is hindering the success of your new brand. For example, if you are selling Pepsi, then your enemy is Coca-Cola, etc. Once you have established the enemy, you can begin to develop a targeted strategy, the opposite of the "enemy" one. When Procter & Gamble introduced a new mouthwash to the market, they identified Listerine as their enemy. And since she produced a similar product with unpleasant taste, then Procter & Gamble product like exactly the same, but with a pleasant taste. And thanks to this, she has achieved incredible success.

Create an "information leak" about the new product e. The media loves behind the scenes stories about events that will only ever happen. Especially valuable if it is exclusive. This is the way Microsoft brought to market game console "Xbox". 18 months before official launch product and the dissemination of information began. Hundreds of articles have been created about the "Xbox" and the upcoming tough fight with the market leader - "PlayStation" from Sony. This move was a huge success.

Tip 2: How to form an assortment grocery store

The efficiency and profitability of almost any trading business. Today's range of food products on the market is quite extensive. Therefore, it is problematic for management to decide which positions should be presented in their grocery store.

The range development phase should be preceded by marketing research. Their task should be to identify competitors and analyze their assortment. Next, you need to analyze potential consumers and determine their preferences. It should be noted that consumer behavior must be constantly analyzed and, based on changes in it, adjustments should be made in the assortment.

Range width and depth

Before proceeding with the formation of an assortment for, it is necessary to determine its key parameters. The product range is characterized by such characteristics as width, depth and height.

The first thing to do when developing an assortment is to decide on its width. It represents the number of assortment groups in the total volume. Features of the allocation of product groups will depend on the format outlet and its specifics. It is clear that the width of the assortment in a hypermarket and a small convenience store is significantly different.

For example, in most small format convenience stores, product groups such as dairy, bakery products, confectionery, tea and coffee, semi-finished and frozen foods, cheeses and alcoholic beverages, vegetables and fruits. And if the store is highly specialized, then the product groups will differ. For example, in butcher shop it is possible to distinguish such subsections as raw meat, semi-finished products, prepared food, sausages, canned food, etc.

The width of the assortment should be determined on the basis of an analysis of the assortment of competitors. You need to strive to find your own niche and offer a unique product, because. it will be quite problematic to compete with large hypermarkets and supermarkets in terms of price parameters. So you can focus on the sale of healthy food, organic products or delicacies in the assortment.

After you decide on the width of the assortment, you need to start filling each product group with goods. The number of products in each product group is called depth. It is believed that it is optimal to include products in the assortment that will be focused on various customer segments and include economy class products, goods from the mid-price category and from the premium segment. The predominance of certain products will depend on the store positioning strategy and its location. The cost of goods in food groups will determine the height of the range.

Characteristics of an effective assortment

Important parameters characterizing the effectiveness of the assortment is its mobility and relevance. They reflect the ability of the assortment to change to best suit the needs of customers and the demand for key assortment positions. For example, in Lately The popularity of healthy eating among buyers is growing, so stores are expanding the range of fermented milk products, vegetables and fruits.

On the other hand, the assortment of a grocery store should be stable, i.e. it must always present goods that are in demand.

Based on ideas about the optimal depth and width of the store, an assortment is created. It includes required list goods sold that meet the needs of buyers. The minimum list of products sold is the assortment minimum, which must always be present in the store.

In order for the store to make a profit, the assortment must be formed in accordance with the well-known ABC rule. According to him, product group A is the most popular and sought-after products. They account for 20% of the product range, but they bring up to 80% of the profit. They must be guaranteed to be present in the store in the right amount. Products from groups B and C are needed in the assortment, first of all, to maintain the optimal width.

IN currently Many entrepreneurs are faced with the problem of organizing the launch of a new product on the market. But how to properly organize this process, and what algorithm of actions to apply, only a few know. If you represent big company with a stable turnover and profit, then you have a certain right to make a mistake. Income from the sale of other products will cover the losses, and after a while you will simply forget about this little annoyance.

Things are much worse if the mistake is made by a new company that is not yet able to make a profit, and attracted financial resources strictly limited. In this case, the price of a mistake is extremely high and can result in a complete collapse of all undertakings.

Suggested below step by step algorithm, which will help to minimize the likelihood of failure and will allow you to draw up an overall organizational plan for launching a new product to the market.

1) Concept creation and "secondary" research.

Based on the needs of the consumer, determine the key features of your product. What problems does it solve? What wants or needs can it satisfy? Conduct a "secondary" market research based on the information that can be obtained from open sources. How has the market changed over the past few years? What are the characteristics of buyer behavior? Where do they get their information and what sources do they trust?

2) Product samples.

After the first stage, some characteristics of the new product may change depending on the results of the research. The creation of samples is always accompanied by appropriate questionnaires and surveys, which allow us to understand a number of behavioral aspects of the target groups and the particular perception of the product. Detailed information, as well as all the necessary layouts of working documents for each stage of launching a new product on the market, is contained in the Launch Product Intelligent explorer.

3) Sales forecast and financial plan.

At this stage, it is necessary to make a sales forecast and evaluate the expected financial result.

4) Communication strategy and marketing plan.

Decide how you will convey information to the target audience. What media should be used, and how will the product be positioned?

5) Testing.

Before the beginning serial production Comprehensive testing and testing of the product will be appropriate. Try to organize the whole process in such a way that absolutely all components of the new product receive a separate assessment: quality, price, packaging, consumer properties etc.

6) Product launch.

You order for the first time from the manufacturer or produce a large batch of goods yourself. Follow to marketing events started when the product is available at the point of sale. A presentation with accompanying press releases would be a great idea. After a few weeks, conduct a consumer survey and carefully study their wishes and recommendations. Constant Feedback With target audience will allow you to be closer to you target consumer. Based on the data received, adjust your further strategies for achieving goals and marketing activities.