my project due Thursday 10:00 am can you do it!

MKTG 3500 – Dr. Gailey – 31 Jan 2015

NPD Plan

Basic requirements (Failure to meet these requirements will result in a loss of 5 points, minimum.)

 Your report must meet all requirements stated in the syllabus.

 Your report must be at least eight pages of your written content.

 Tables, charts, graphs, or analysis do not count as written content.

 You need at least four independent references (not including the textbook). Your references must be

properly cited (APA format).

o All sources must have an author; individual(s) or organization.

o One page (copy) from each reference is required.

 Headings are required and the following headings in bold are required (minimum).

 Underling to emphasis important points is recommended.

 Normal borders and fonts are required.

 Ease of understanding information is important in business reports. Therefore, clarity of the information

you provide will affect your grade.

[First page: Title Page]

[Second page] Executive Summary (This is a full page, but do not exceed one page – write this section last) 3

points

Describe (two-three paragraphs)

 Your industry, business (firm name), and product <<<(underline each one)

 Megatrend influencing your new product (underline) and explain the influence.

 Succinctly describe your product launch strategy; underlining key variables.

[Third page] Table of Contents

[Fourth page starts your report]

I. Mission Statement (of the Firm) 2 points

 One sentence to one paragraph (no more than three sentences) overview of your business with the focus on

the benefits to your customers. (This statement is qualitative, not quantitative). <Provide copy of your

reference.

II. Opportunity Analysis 6 points

 Identify your industry & firm (underline) using Fortune 500/Global 500 list

 SWOT

o Use Datamonitor SWOT analysis as reference. If your firm does not have one, pick the closest

competitor that you can find. <Provide copy of your Datamonitor SWOT chart

 Product Innovation Charter (Ch 3, pp 69-78 (was 61-71))

o Background – include major trend influencing your new product (underline) and explain the

influence.

2

o Focus

 Market drivers (pp. 75-76)

 Technology drivers (pp. 74-75) <<< Optional

o Goals – Must be measureable and specific (see slides)

o Guidelines

 Product Concept (Ch 4, pp 106-108 (was 90-95))

o Product Concept Statement – Identify and explain two of the following three factors as they relate

to your new product

 Need/benefit – What customers will value (required)

 Form

 Technology

o Explain your product’s strategic fit with firm’s mission and SWOT (Ch 3, pp 81-84 (was 71-73))

o Feature–benefit–value chart

III. Comparison Product Info – Provide a comparison chart - Identify and provide detailed information on your

closest competitor. <Provide copies of your source material. 3 points

o Firm name

o Product (be specific)

o Price

o Distribution channels

o Promotions being used (provide examples)

IV. Product Protocol (Abbreviated) – See Fig 12.4. p. 289 (was Fig 12.3. p. 267) 6 points

1. Target market

2. Product positioning – What will be emphasized and why

3. Product benefits (or attributes)

4. Competitive comparison

5. Timing

6. Major hurdles (text: potholes)

Other items may be added, but the above six are required.

V. Marketing Mix (the order is required in this course) 4 points

1. Product - Describe your product and its features / benefits / value to TM customers (relate to your

feature-benefit-value chart required).

2. Price – Identify your pricing strategy and explain your rationale.

3. Place – Identify your distribution channel(s) and explain your rationale.

4. Promotion (include a positioning statement in the format provided in class)

VI. Implementation, Evaluation, Control - Each section must be separate with its own heading 4 points

1. Implementation – Provide a rudimentary, 12 month schedule of marketing activities (6 months prior to

launch and 6 months after) and a 6 month unit forecast using the Bass Model

3

2. Evaluation – Measurables (describe what you would measure and when) and limits

3. Control – What will you do if you are over or under plan (beyond reasonable limits)?

Reference page is a separate page (APA format required).

Tables and graphs (if not built in your report)

Appendices (if used)

Copies of your reference sources and examples of competitor’s promotional materials

Assignment Percentage

Launch Plan 28

Presentation 6

Evaluations 2

Total 36