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