Product development... Do it, Watch it!

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Looking at the definition ofproduct development, it is basically the creation of products with new or different characteristics that offer new or additional benefits to the customer. It involves product modification, or formulation of totally new products that satisfies the defined consumer market. Most of the companies conduct product development with a hope that it could create an excitement in the market and expect more income towards it. Yet, it is not always the case. Proper plan and test market are some of the essential tasks that needs to be done in the process of product development, and the most important part, this process should not be done “blindly”, but having a strong base to support it.

In product development process, there are two types of strategy that can be done. It includes reactive and proactive strategies. In reactive strategy, it explains more on the process where the company defense, imitates, having a trust that “second is better” and lastly responsive to the market needs. On the other hand, proactive explains more on the process where companies conduct research and development, marketing, having the feeling of entrepreneurship up to acquisition with other companies having the same field. Most people may suggest more in taking up proactive strategy as to conduct product development, but this decision could not be taken by personal views. Several factors such as the chances of growth, innovation protection, market scale, level of competition and position of distribution system should be taken into consideration, as these can bring about huge impacts in decision making process.

Most companies believe that once plans are being set, everything will go on well. Yet, the decision makes and executers of product development should have the understanding that not all plans can work as expected. Plans that are set before can show up different results during the execution process, as of the circumstances that may occur on the field. Being too much focused to the plan may not be a good idea, as if something wrong occurs, findings of solutions would not be easy. Being flexible with the circumstances faced could be the best choice as to bring a calm decision making process in time of need.

In theory, there are eight steps for product development. It includes the process of idea generation, idea screening, concept development and testing, marketing strategy development, business analysis product development, test marketing and commercialization. Though these eight steps have proved great results in product development for some companies, the planners should still make sure on proper strategies also executions to make this theory successful in practical. SMART strategy can also be used as the support to the process.

Ansoff’s Growth-opportunity matrix is one of the strategies that are introduced in the process of product development also. This matrix aids the company to know more on the opportunity and risks that the company may be facing, especially in knowing if growth is possible. Other than this matrix, the product life cycle curve can also help in knowing the position of the product in the market and suggest on if the product needs to be renewed or no. Just like Samsung Galaxy Gear Smartwatch, it proves on how Samsung has taken the opportunity to grab the market with their innovations and compete best with their head-to-head competitors.

“People buy products if they’re better.” A quote by James Dyson, a British inventor and founder of Dyson companies suggest that how you create the product is most important. So, the decision is yours!

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Samsung Galaxy Gear Smartwatch, the proven one…

http://www.theregister.co.uk/

As seen, product development is one of the most important aspects for a business progress, whether for new or existing products. One of the proven product developments is Samsung Galaxy Gear Smartwatch, a gadget in a watch type, connected to the gadget of Samsung Galaxy tab or note.

http://www.youtube.com/watch?v=AtmNo2rdDdQ

Looking at the example in the video, it is seen that a new product development in Samsung of making a gadget connected a watch is created. Consumers nowadays, especially gadget lovers, focus more on innovations and efficiency of using the gadget itself. This new innovation of combining a gadget with a watch is being considered to be one of the greatest innovations in a gadget world. It is believed that by this, the sales of Samsung may increase in comparison to another head-to-head competitor.

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Tangga kehidupan produk

Dalam bisnis, pasti terdapat saat dimana minat pasar dan penjualan akan naik dan digemari. Dalam sisi lain, bisnis juga bisa mengalami penurunan dimana penjualan dan minat pasar sudah tidak bisa memberikan pemasukan yang lebih seperti sebelumnya. Ini adalah penjelasan singkat dari tangga kehidupan produk, dimana tangga ini dimulai dari saat produk tersebut diperkenalkan atau di uji coba di pasaran, hingga saat dimana produk tersebut sudah kurang digemari oleh pasar, sehingga menimbulkan penurunan pemasukan juga keuntungan dalam bisnis.

Naik dan turunnya curva tangga kehidupan produk tergantung dari situasi pasar yang ditargetkan. Selain kurangnya inovasi, faktor seperti tren, peraturan pemerintah hingga keperluan konsumen menjadi bagian dari proses ini. Tangga kehidupan produk dapat digambarkan sebagai berikut:

marketing306.wordpress.com

- Product development: Tahap dimana produk masih dalam proses perancangan.

- Introduction: Tahap dimana produk baru diperkenalkan di pasar untuk menciptakan kesadaran sasaran pasar.

- Growth: Tahap dimana para sasaran pasar sudah mulai mengenal produk yang diperkenalkan sebelumnya; terjadi peningkatan dalam penjualan yang cukup drastis.

- Maturity: Tahap dimana pertumbuhan penjualan sudah mencapai titik tertinggi dan keuntungan mulai masuk ke dalam perusahaan. Dalam tahap ini, konsumen sudah mulai percaya secara penuh dengan produk yang ditawarkan dan beberapa dari mereka menjadi loyal.

- Decline: Tahap ini merupakan tahap yang menandakan bahwa perusahaan tersebut perlu merubah strategi penjualan mereka, atau hingga melakukan perkembangan produk untuk bisa bertahan di pasaran. Disini penjualan sudah mulai menurun yang diakibatkan oleh beberapa faktor, dan mengakibatkan penghasilan perusahaan ikut menurun. Perusahaan masih bisa bertahan dengan produk yang sama hanya dengan adanya loyalitas pelanggan dari tahap Maturity.

Walaupun tangga kehidupan produk (product life cycle) dapat menjadi andalan untuk mengetahui kapan produk perusahaan perlu di ubah atau dimodifikasi, tetapi ketepatannya tidak bisa dijamin secara penuh. Dalam dunia pemasaran, tidak ada yang pasti. Produk yang terlihat tidak berhasil belum tentu tidak akan berhasil dalam beberapa hari berikutnya. Waktu yang tepat adalah kunci dalam pengembangan produk, dan untuk menentukan waktu yang tepat, beberapa faktor lain juga perlu diperhatikan secara bersamaan dengan kurva tangga kehidupan produk itu sendiri.   

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Growth-Opportunity Matrix

To create a growth, finding the best opportunity is needed. Ansoff’s growth opportunity matrix is one of the strategies that can be used in product development. A marketing strategy, as seen, is important in creating a business value. Growth-Opportunity Matrix, according to businesscasestudies.co.uk, considers the offering existing and new products within existing and/ or new markets and the levels of risk associated with each. The matrix can be pictured as follows:

www.docstoc.com

This matrix suggests four alternatives of marketing strategies:

- Market Penetration: involves selling added value products in the market, by the strategies of promotion or price reduction.

- Product development: involves developing new products and services and placing them into existing markets

- Market development: selling the existing products in the new market

- Diversifications: this is considered to be a risky strategy as in here; companies are taking risks in expanding towards another field of products and services, targeting new audience. The costs of new product developments can be high.

The main aim of any companies is mostly towards market growth. There are many ways of reaching that aim, and Growth-Opportunity Matrix is one of the Marketing strategies that can be adopted. The combination of new also existing products and markets are covered in this matrix, and thus can help in better decision making on product development itself. 

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Pengembangan produk.. GOALLL

Setiap perusahaan pasti akan memiliki pemikiran tujuan tersendiri dalam pelaksanaan pengembangan produk. Tanpa tujuan yang jelas, maka pengembangan produk pun tidak akan menjadi hasil akhir yang sempurna.

victoriaroche.com   

Dengan adanya perbedaan tujuan yang ada di benak pikiran setiap perusahaan, dalam intinya, terdapat empat faktor yang biasanya menjadi tujuan inti dalam proses pengembangan produk:

->Dapat mengurangi waktu pengembangan yang melebihi

->Memaksimalkan kecocokan dengan keinginan konsumen

->Memaksimalkan dalam proses produksi dan meningkatkan efisiensi

->Memaksimalkan kualitas produk

Pengembangan produk adalah hal yang sulit, tetapi dengan tujuan yang jelas dan dengan rencana yang pas dengan sumber daya yang dimiliki perusahaan, proses ini bisa dilakukan dengan cara yang lebih lancar. Seperti yang sering orang ingat dengan SMART goals (Specific, Measurable, Achievable, Realistic, Timed), merupakan salah satu alat untuk menentukan tujuan. Tujuan yang tepat akan membantu dalam proses perencanaan lebih lanjut, dan membantu dalam pengembangan produk itu sendiri.  

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Tools of process and product design development

blog.algoworks.com

The process of product designing does not occur by itself. Proper strategy accompanied by its tools is needed in order to complete the process. In new product development process, several strategies of in order steps are available from the start until the final process. It includes:

-> Idea generation – brainstorming of ideas

-> Idea screening – choosing on the best ideas

-> Concept development and testing – start building the idea concept and conduct a research upon its acceptance in the market

-> Marketing strategy development – creation of a the marketing strategy for the concept being made before

-> Business analysis – analyzing of business internally also externally on the acceptance of the market for the products

-> Product development – begin the creation of the product in physical

-> Test marketing – start promoting the physical product at some areas to see the acceptance in clear

-> Commercialization – to launch the product in access to all target markets

These eight steps are the basic and complete steps that are done in a new product development. Though these steps are proved in theoretical and practical point of view for its good results, yet a company using these steps should make sure on the proper strategy, research and development to be done in order to complete and bring about a new successful product development in the market.

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Pengembangan produk, rencana vs pelaksanaan

leontroyer.info

Dalam segala hal, sebuah rencana perlu dipersiapkan sebelum menjalankan proses yang diinginkan. Rencana seperti yang sering kita dengar, adalah fondasi dari pelaksanaan proses yang akan dilaksanakan. Tetapi, apakah semua rencana akan membuahkan hasil yang sukses pada akhirnya?

Dalam pengembangan produk, terdapat beberapa hal yang menjadi bagian dari perencanaan, yang termasuk:

Idea generation – screening dan refinement – test marketing – go national

Mungkin dari perencanaan yang sudah dibuat diatas, semua akan menganggap proses ini sangatlah mudah. Apalagi dengan rencana yang sudah di “plot” secara tepat, eksekusinya pastinya akan lebih mudah. Tapi terkadang, apa yang direncanakan tidak semua bisa terjadi seperti yang diinginkan. Beberapa contoh proses yang terjadi, jauh dari pemikiran dari rencana yang semestinya terjadi:

Kegembiraan dari rencana yang dibuat – membawa kekecewaan karena tidak berhasil – kebingungan – mencari kesalahan dari orang lain -  menghukum yang tidak bersalah – tidak mendapatkan solusi.

Hal ini bisa terjadi dengan siapapun, jika rencana yang dibuat tidak berhasil dan mengakibatkan kerugian pada akhir hasilnya. Dalam hal ini, pengertian bahwa tidak semua rencana bisa berhasil secara total harus mulai ditanamkan, agar jika masalah seperti ini muncul, realitas pun bisa diterima dengan baik dan pencarian solusi akan menjadi lebih efektif, dibandingkan dengan individu yang terpaku oleh rencana dan panik pada saat realitas kerja.

Ingat, perbedaan bisa terjadi dalam rencana vs realitas, tetapi bagaimana seorang individu itu menghadapinya, merupakan pilihan tersendiri.

Proactive vs Reactive

Within the strategy of proactive and reactive, there are its own pros and cons. Yet what could be the main factors on people’s choice within these two strategies?

In general, there are five factors that can create a decision whether to choose the route of proactive or instead reactive:

writtent.com 

- The chances of growth: This is determined by Growth-Opportunity matrix of the company

- Innovation protection: This is determined on the patent of the products being targeted

- Market scale: Being determined on the economies of scale, both for the company and market

- Level of competition: the chances of the products being copied by the competitors

- The position of system distribution: determined by the strength to innovate

Those factors have brought about a huge impact in the decision making, where in here, every decision made is vital. Every strategy being used can determine on the success of the process and the profit towards the company, whether in the form of material or immaterial.

It is not always a successful choice on choosing proactive as a strategy, and not always a negative choice in using reactive as strategy. In the process, it is determined on how the situation of the company and the products are, and how the implementation is done until the launch of the product development.

The choice is yours.. Proactive or Reactive?

For more details on Proactive and Reactive, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Strategi proaktif dalam pengembangan

incometherapy.com 

Dalam strategi pengembagan suatu produk, terdapat dua pilihan dalam teori yaitu, reaktif atau proaktif. Jika dilihat dalam reaktif, perusahaan lebih mengikut strategi produk seseorang daripada mencari strategi sendiri. Sebaliknya di strategy proaktif, perusahaan lebih mementingkan pengembangan baru untuk produknya dengan penelitian dan kerja keras perusahaan itu sendiri.  Strategi proaktif memiliki cabang sebagai berikut:

- Research and Development

Melakukan pengembangan produk baru berdasarkan penelitian internal

Menghasilkan produk baru yang kuat

Membutuhkan biaya dan waktu yang lama

- Marketing

Mengindentifikasi kebutuhan pelanggan, kemudian membuat produk baru untuk memenuhi kebutuhan tersebut

Menghasilkan produk baru yang kuat dengan pasar yang jelas

Seringkali membutuhkan banyak biaya

- Entrepreneurial

Menggunakan fitur entrepreneur untuk membangun antusiasme pengembangan produk baru dan mengumpulkan sumber daya

Dapat menghasilkan koordinasi yang apik dalam pengembangan produk

Cenderung menjadi one man show

- Acquisition

Membeli perusahaan yang sedang mengembangkan produk baru

Tidak membutuhkan upaya yang banyak untuk menghasilkan produk baru

Seringkali membutuhkan banyak biaya

Setelah lihat cabang dari proaktif, hasil-hasil positif sering sekali muncul dalam strategi ini. Dengan menggunakan strategi proaktif, mungkin biaya yang dikeluarkan akan tinggi, tetapi hasilnya akan lebih cocok dengan keinginan konsumen perusahaan, daripada menyontek dari hasil karya kompetitor.

For more details on Proactive and Reactive, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

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The reactive strategy, here it goes...

In product development process, there are two strategies that can be used i.e. the reactive strategy and the proactive strategy. Focusing on reactive strategy, there are four main branches that supports it:

- Defensive

To create a product development after the competitors have successfully launched a new product

To reduce the effect on competitors’ new products

Effective for short term purposes

- Imitative

To copy quickly the competitors’ product before it reaches its success

To give the fastest response on the competitors’ products

Can spoil the company’s reputation

www.actioncoach.com

- Second but better

Makes sure that the competitors launch all of their products first, and then the company will not only copy, but improvise

Can create a new product development better with low budget

Can spoil the company’s reputation

-Responsive

To provide response on customer’s wants

The new product has a clear market already

Mostly needs a lot of budget

In brief, reactive strategy basically suggests on a way where the company only “replies” to what the competitors are doing. Fewer initiations are shown for the product development, as in this process, competitors’ products are the benchmark and thereby being followed as their strategy. Some people may say that this process may look like “Me-too concept”, but in “Me-too Concept” there are ways of conducting so, and it is different than reactive strategy. In reactive strategy, though it seems more profitable, yet most of the results have brought about into spoiling on company’s reputation, as those companies are believed to have copied more that conducting their own product development.

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Segera hadir produk baru! Faktornya?

Segera hadir produk baru! Banyak sekali perusahaan yang ingin hal ini terjadi, dan mendapatkan respon yang tinggi dari target pasarnya. Tetapi, apakah hal ini murah? Kapan saya harus mulai memikirkan pengembangan produk baru?

www.creativehuddle.co.uk

Terdapat beberapa faktor pemicu yang akan membuat para pebisnis untuk mengambil langkah dalam pengembangan produk baru di perusahaanya, yaitu diantaranya:

- Kekhawatiran tidak dapat mencapai sasaran finansial

- Mempertahankan pertumbuhan penjualan

- Mendapatkan kembali keuntungan atau profit saat produk memasuki tahap decline dalam PLC

- Perubahan teknologi, demografi dan gaya hidup pelanggan

- Posisi perusahaan dibandingkan dengan pesaing

- Regulasi pemerintah

- Perubahan atas biaya dan kesediaan bahan mentah

- Penemuan baru yang menciptakan peluang besar

- Permintaan pelanggan atas produk secara spesifik

Selain dari faktor luar yang tertera, terkadang faktor internal pun bisa menjadi alasan sebuah perusahaan memulai pengembangan produk baru. Dalam proses ini, ide yang tepat sangat diperlukan, juga test market setelahnya agar tidak menjadikan produk baru atau perkembangan produk tersebut menjadi sia-sia.

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com

Product development... Is it important?

www.extremenouns.com

According to businessdictionary.com, product development can be explained as the creation of products with new or different characteristics that offer new or additional benefits to the customer. It may also involve modification on the product, or formulation of entirely new product that satisfies a newly defined customers market.

Many businessmen have now created a new product development, creating an added value within as to satisfy their existing market, and at the same time, invite new market to his products. In basic, there are several benefits that make product development important to some businesses:

- The needs and wants of the customers nowadays are dynamic

- The strength of the competitors creates the product lead to disappear

- To maintain the sales level also company’s profit

Without innovation, no development can be done, and the chance to grow may be less... James Dyson, a British inventor and the founder of Dyson company once quoted, “People buy products if they’re better.”

For more details on Product Development, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com