Marketing-New Product Development Essay

4018 Words Apr 21st, 2015 17 Pages
Marketing in Business assignment 2013
Cleanse PLC
New Product Development
Assumptions
As the information given by Cleanse PLC is not enough, here are some assumptions. 1. Cleanse PLC’s competitors are local companies in Turkey. 2. Assume that the “Wonder Wash powder” was not selling well because the product did not fulfill the target market (Turkey)’s needs and cultural.

Introduction and Background
Cleanse PLC is a major producer of domestic washing powders and other domestic cleaning products since 1901. It is based in Manchester in the United Kingdom. The company have been produced a lots of products under well-known domestic brand names. The company owns four production plants in the
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As a marketing consultant with particular expertise in new product development, I have been employed by Cleanse PLC in order to put forward a series of changes to improve new product development at the company and to encourage the use of creativity and innovation by employees at Cleanse PLC.
Objectives
1. To put forward a series of changes to improve new product development at Cleanse PLC. 2. To encourage the use of creativity and innovation by employees at Cleanse PLC.

New Product Development
New product development is the complete process of bringing a new product to market in business. It is a process which is designed to develop, test and think about the viability of products that are new to the market as to ensure the growth of the company. Improving and updating products is essential for the success for any companies. It is typically used to maintain or grow companies’ market share. Companies usually see new product development as the first step in creating and commercializing new products.

New product development has eight stages. It Includes: Idea Generation, Idea Screening, Concept and Testing, Marketing Strategy and Development, Business Analysis, Product Development, Test Marketing and Commercialization. These stages will be discussed below:

Idea Generation
Idea generation is the first step of new product development. It needs to collect ideas to be carefully considered as potential product options to achieve

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