Analysis on NPD process about the natural mask of Jurlique.docx

Analysis on NPD process about the natural mask of Jurlique.docx

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AnalysisonNPDprocessaboutthenaturalmaskofJurlique

AnalysisonNPDprocessaboutthenaturalmaskofJurlique

Submittedby:

JinSong

StudentID:

11550869

Duedate:

17/05/15

Tableofcontents

Executivesummary4

1.0Introduction5

1.1Purpose5

1.2Background5

1.3Scope5

1.4Methodology6

1.5Assumptions6

1.6Limitations6

2.0CurrentNPDprocess7

3.0NPDFramework8

3.1Factor1:

IdeaGeneration8

3.1.1Jurlique’sApplication8

3.2Factor2:

IdeaDevelopmentandTesting9

3.2.1Jurlique’sApplication9

3.3Factor3:

BusinessAnalysis10

3.3.1Jurlique’sApplication10

3.4Factor4:

TeamBasedNewProductDevelopment11

3.4.1Jurlique’sApplication11

4.Criticalanalysis12

4.1Strengths12

4.2Weaknesses12

5.0Recommendations13

6.Conclusion14

References15

Executivesummary

ThisessayistoanalysethenewproductdevelopmentprocessaboutthenaturalmaskinJurlique.Basedonwhathavelearnedintheclass,theessaywillintroducethepurpose,background,scope,methodology,assumptionsandlimitationsoftheJurlique’snewproductlaunch.ApartfromtalkingaboutthecurrentprocessofNPD,thewholeessaystressonthecriticalanalysisofthefactortosuccesswhichledtothenaturalmasksuccessofJurlique.Besides,thestrengthsandweaknessesarealsoimportanttoremindpeopleofthehighlightduringtheNPDprocess.Atlast,theessaywillrecommendthereaderssomestepsinordertobettermanagethemarketingstrategy.Byidentifyingandanalyzingthewholeprocess,wecanseeclearlyandunderstanddeeplyonit.

1.0Introduction

1.1Purpose

Thisessayistoanalyzeindetailhownewproductdevelopmentworksinpractice,takingtheexampleofJurlique.ByidentifyinganddiscussingcriticalsuccessfactorsandissuesthatarerelevanttotheJurlique,peoplecangetintobeawareofnewproductdevelopmentpractices.Throughdiscussingindetailareasofstrengthandweakness,peoplecanrealizecriticallyaboutthenewproductdevelopment.

1.2Background

JurliqueisfoundedbytheDr.JurgenKleinandhiswifeUlrikein1985.Theystrivedtofindtheworld'smostpristineplaces,chosetofindtherawmaterialsinAdelaideofthesouthernAustralia,wherethecultivationoftheirownherbsandflowers（Jurlique,2015）.Jurliqueproductcategoryhasmorethanonehundredkinds.JurliqueSkinproductisleadingthetrendofnaturalbeautyartsbyusingtheAustraliabiodynamicfarmandbiodynamicfarmingcultivationofplants,sophisticatedblendofarts,whichcontributestocreateahighlyefficientskincareproduct,bringingahealthybeautifulskinforconsumers.However,thecompetitorsbyimitatingJurliqueproductaregrowingmoreandmorenowadays,whichpostsastrongthreattoit,soJurliqueattemptstolaunchnewproducttoattractmoreconsumersandmaintaintheregulars.

1.3Scope

Thespanoftheessayisfromthebrandingsystem,ideagenerationtoEvaluationandrealisation.BasedontherealexampleofJurlique’snewproductlaunchanddevelopmentprocess,thewholeessaywillanalysewholeprocessindetailaswellasfindingoutthestrengthsandweaknessesandgaps.

1.4Methodology

Asweallknowthereisnotaperfectwaytolaunchanewproduct.However,therearesomedesignedmodelsforfacilitatingasmoothandstableNPDprocess.TheNPDprocessalwaysandtypicallyincludeofaseriesofactionsormeasureswhichcontributestothesuccessofcomplicatedprocessoflaunchingnewproductstothemarket.Basedontheserelativelymodels,wecouldcriticallyevaluatetheJurliqueNPDprocessandmakewise,usefulrecommendation.Also,therearesomestepswhichareusefultothenewproductdevelopment,andalsocanbeourapproachesandmethodologywhilelaunchingandevaluatingthenewproducts,likepreliminaryevaluateofthepotentialmarket,evaluationoftechnology,evaluationofrawmaterials,surveysorresearchesaboutthesuppliersaswellasmarketresearches,ideaexaminingandrecognation,evaluationaboutconsumervalue,business,marketing,legal,feasibilityandfinancialanalysis.Theseareimportantwaystoevaluatewhethertheprocessaregoodenough（Kenneth,2013）.

1.5Assumptions

Asweknow,wecanseethemodelfornewproductdevelopmentisalreadysettleddown.Buttheremustsomethingweneedtoimproveinthewholeprocess,basedontheNPDprocessinJurlique,selectingcustomer’sadvicesandfeedbacksmaybenotveryemphasizedon.

1.6Limitations

Sinceourorganizationisaskincareproductcompany,itwashardtoenoughdataandmaterialsabouttheNPD.ButitisthebiggestskincaringcompanyinAustralia,sowecanfindmoreinformationthanothersinthesameindustry.

2.0CurrentNPDprocess

Fromideageneration,ideascreening,ideadevelopmentandtesting,businessanalysis,betatestingandmarkettesting,technicalimplementationtocommercializationandnewproductpricingaretheprocessofnewproductdevelopment.Moreandmoreindustrymanagersregardnewproductdevelopmentasanactiveandpositiveprocess,whichisbasedonthattheresourcesandmaterialsaredifferentlyallocatedtoconfirmchangesofthewholemarket,atthesametimetheycatchupwithcommercialopportunitiesbeforetheycomeup（Jeff,2011）.Jurliqueisagoodexample.Theirindustryleadersseenewproductdevelopmentasanongoingprocess（referredtoascontinuousdevelopment）inwhichtheentireorganizationisalwayslookingforopportunities,whenfacingmorecompetitors.

First,accordingtotheneedsofconsumersandthethreatfromcompetitors,offeringpromotionalproductsisafirststeptodoafterconductingenoughmarketingresearches.Then,orderingpromotionalmaterialswhichareprintedtodeliverinformationabouttheproductsisalsoplayinganimportantroleinnewproductdevelopmentprocess.Printedpromotionalmaterialcanbedifferentfromsimple-pageflyerstoell-designedpamphletswhichtellsoutthedetailedspecificationsofnaturalmask,helpingconsumerdistinguishfromthesimilarproducts.Jurliquedidnotpaymuchattentiononthesepartssotheyfinallyrealizedthatandthentakeactiontimely.Creatingsmallsampleofproductsanddeliveringthemtothepeoplewhoreallycanappreciatetheproductsandgivebackfeedbackorremarksorcommentisagoodchoiceforresearchanddevelopmentprocess,andthepeoplearealwaystheregularsofJurlique（Bridson&Evans,2014）.Atlast,focusingonsendingthesamplestothosewithcredibilityintheindustry,suchasprofessionalsorexpertswhosefeedbackwillhavemoreeffectonconvincingcustomerstotrytheproduct,becauseconsumerpreferagoodremarkwhenbuyinganewproduct,andtheywillliketotryitwhileitcanprovidethegoodcomment.

Atthesametime,collectingtestimonialsisessential.But,first,thetestimonialsareprovidedfromtheconsumerswhohadusedthenewproduct.TestimonialscanbeamightytooltopersuadetheconsumerstohaveatryonthenaturalmasksinJurlique,sincethetestimonialsaretheonlysourcesthatconsumerscanbelievein.Jurliquealsohadfocusedonthesepartbuttheyseemedtofocusmoreontheirexperience.

Ingeneral,thecurrentNPDprocessisthat,formulationofthenewservice,objectiveorstrategy,ideageneration,ideascreening,conceptdevelopment,concepttesting,businessanalysis,projectauthorisation,servicedesignandtesting,processandsystemdesignandtesting,marketingprogrammedesignandtesting,personneltraining,servicetestingandpilotrun,testmarketing,full-scalelaunch,post-launchreview.Jurliqueactuallydidwellinthenewproductdevelopmentbutthereweresomeproblemsstillexistandbeignored.

3.0NPDFramework

3.1Factor1:

IdeaGeneration

Asweknow,plentyofideasaregeneratedonthenewproductbecausemanycompaniesfindthattheirconsumersaresimilartothepresentproducts,andtheystarttodevelopmentanewproductorservice.Theideasaregeneratedinmanyformsorinmanyreasons.

3.1.1Jurlique’sApplication

JurliqueisthepioneerofbiodynamicbeautyinSouthAustralia.Bornfrom1985onwards,ithasalwaysbeenupholdingthefaiththat"Nature+Science=Beauty",inordertodelivertherealnaturalbeauty.20yearsofdevotiontobeautyandgraceofwomen,itishonouredasthepureskin"beautifulGardenofEden".Afterfewyears’brandmanagement,ithaswonmanycustomers（Shamoon,Sumaira&Saiqa,2012）However,sincetherearemoreandmorecompetitorsemerginginAustralia,whoseproductsaresimilarwiththeJurlique,suchastherosewaterandmoisturizingfacecream,thusunderthiscircumstanceitdirectlyledtothedecreasingrevenueoftheJurliqueintheearlyyears,sotheyhadtotrytofindsomewaystomaintaintherevenueandregulars.CompetitorswerereallyastrongthreatpostingtotheJurlique.Therefore,theresearchanddevelopmentteamattemptedtodevelopsomenewproductswhichweredifferentfromthepremierproduct,whichnotonlycanmaintaintheregularsbutalsocandevelopthepotentialcustomers（Jeff,2011）.Thus,basedonthemarketingresearchandsurvey,Jurlique’steamhaddeterminedtolaunchanewproductaboutthenaturalmask.Actually,throughthenewproductslaunchanddevelopment,brandmanagement,itreallydidwellinthefollowingyears,contributingtotheincreasingrevenueandkeepingthepioneerintheskincaringindustry.

3.2Factor2:

IdeaDevelopmentandTesting

Ideaexaminingandrecognationisdevelopingthemarketingandpromotionaldetails,whichrequiresinvestigatingcommercialopportunitiesandsearchingpatentdatabases.First,theproductdevelopmentteamhastobeclearwhatthetargetmarketisandwhothedecisionmakerisinthepurchasingprocess,aswellaswhatproductfeaturesthat