Product Design

Idea Development

Prior to the internal decision making process, extensive market research is generally performed to ensure that new product concepts are consistent with customer needs and desires. This includes conducting qualitative and quantitative studies that test ideas with customers. It also includes closely evaluating similar competitor products. Suppliers are also an important source of information in making decisions about product design elements such as materials.

Senior Management

Product development teams must sell new product concepts to senior management who are tasked with determining whether to commit resources to new products. At this stage, product ideas are evaluated to consider whether existing operational resources are sufficient to meet the manufacturing and production requirements needed for the new product. Product ideas are also evaluated for consistency with the company's business goals and objectives, brand marketing directions and financial requirements.

Interdepartmental Communications

To ensure high levels of awareness and commitment to a new product, internal communications are initiated at the preliminary design and testing stage to gain insights from the various departments that will take part in the product's development and marketing. In addition to focus group studies with customers, interdepartmental insights are gathered and considered when refining product prototypes. This includes manufacturing, design, research and development, distribution and marketing departments.

Sales and Marketing

Once final product specifications are completed, sales and marketing department professionals become more involved in the decision making process as that relates to launching new product designs. This includes developing marketing and sales plans designed to get the new product to the target market. Sales staff are briefed on specific sales and marketing goals, and objectives that set out product marketing strategies.

Programs and...