Introduction to Product Management

Factors that may speed products through PLC

  1. Ease of trial (supermarkets, no risk, test drive)


  2. Ease of use (some assembly required; Toys R Us (bike); Gateway store)


  3. Easy to communicate advantages (Always low price; cars)


  4. Compatible with customer experience (Poland & free samples)
Spread of New Products
  1. Global and Domestic: Perceived as “new”


  2. Diffusion of Innovation


  3. Who are you?


  4. Early adopter (first 2.5% to adopt)


  5. Early majority (next 13.5%)


  6. Late majority (next 34%)


  7. Laggard (last 16% to adopt)
How to Have New Product Failure
Summary
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