ผู้เขียน ได้อ่านข้อเขียนที่ Nielsenwire , June 30, 2011 (http://blog.nielsen.com/nielsenwire/consumer/countdown-to-product-launch-12-key-steps/) ได้สรุปบทเรียนจากการนำผลิตภัณฑ์เข้าสู่ตลาดกว่า 600 ผลิตภัณฑ์ และทดแนวคิดกว่า 20000 แนวคิด สรุปได้เป็น"12 ขั้นตอนในการนำผลิตภัณฑ์เข้าสู่ตลาดได้สำเร็จ" น่าสนใจมากจึงนำมาเผยแพร่ต่อครับ
Your product must offer true innovation; it must be something that people will actually want. What is its value? The first step is really evaluating if the product occupies a distinct niche.
No matter how innovative and productive the item is, it needs to garner attention in order to be sold. Companies need to be focused on interest and recognition.
When the consumer is at the shelves deciding what to buy, the product needs to be able to market itself. Make your labeling/packaging create a kind of “mission statement” which will have the consumer clear on what the product does.
4.Clear Concise Message
People will not want to take too long to read your product’s label; therefore, you must create and convey a message that is short, sweet, and to the point.
Especially with people tightening their belts in a recession, it is of the utmost importance for the product to serve a real consumer call for the product. Convenience, and ease of use are some of the more important attributes of a successful product.
Explain why your product will continue to be different. In a store where a consumer has multiple similar choices, the advantage needs to be as clear and enticing it can be.
Packaging, ads, and coupons can say virtually anything, but a consumer has to believe what they are reading and the product is worth their money. Where does your credibility come from? Do they trust your brand? Are consumers in your niche willing to trust a new brand?
Virtually every product has its downsides. Identify them, and make sure that you are ahead of them before the consumer has to point them out to you, and make sure that the downsides don’t hinder the success of the product.
The product can be the most innovative product the world has ever seen, but unless the consumer can see it, they won’t know. How visible will the product be? Who is your audience and what is the best way to put your product in their line of sight?
Similar to accepting downsides, the consumer must feel comfortable with the cost of purchasing and using your product. The cost in this sense can be anything from the actual retail price at which it is listed to the more obscure attributes like a calorie count, something you would only find out after having to look for it.
After the consumer is exposed to, and even believes, your ad campaign and message, the product must deliver on its promises. Companies need to take the time to make sure their product will deliver results at least as well as the ads state.
Many companies can, and have, had a “one-hit-wonder” product, but in order to sustain the success of the product over a long period of time, companies need product loyalty. Even if the product delivers on its promises in the beginning, complacency will allow your competition to come back. Build loyalty to your product by continuing to stay ahead of the competition and you will find that a new household name will be very familiar to you.
รางวัลนักทรัพยากรมนุษย์ดีเด่นแห่งประเทศไทย ปี 2552 ประเภทนักวิชาการและที่ปรึกษา
บจก. ดี เอ็น ที คอนซัลแตนท์