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

1、Analysis on NPD process about the natural mask of Jurlique Analysis on NPD process about the natural mask of JurliqueSubmitted by: Jin SongStudent ID: 11550869Due date: 17/05/15Table of contentsExecutive summary 41.0 Introduction 51.1 Purpose 51.2 Background 51.3 Scope 51.4 Methodology 61.5 Assumpti

2、ons 61.6 Limitations 62.0 Current NPD process 73.0 NPD Framework 83.1 Factor 1: Idea Generation 83.1.1 Jurliques Application 83.2 Factor 2: Idea Development and Testing 93.2.1 Jurliques Application 93.3 Factor 3: Business Analysis 103.3.1 Jurliques Application 103.4 Factor 4: Team Based New Product

3、Development 113.4.1 Jurliques Application 114. Critical analysis 124.1 Strengths 124.2 Weaknesses 125.0 Recommendations 136. Conclusion 14References 15Executive summaryThis essay is to analyse the new product development process about the natural mask in Jurlique. Based on what have learned in the c

4、lass, the essay will introduce the purpose, background, scope, methodology, assumptions and limitations of the Jurliques new product launch. Apart from talking about the current process of NPD, the whole essay stress on the critical analysis of the factor to success which led to the natural mask suc

5、cess of Jurlique. Besides, the strengths and weaknesses are also important to remind people of the highlight during the NPD process. At last, the essay will recommend the readers some steps in order to better manage the marketing strategy. By identifying and analyzing the whole process, we can see c

6、learly and understand deeply on it. 1.0 Introduction 1.1 PurposeThis essay is to analyze in detail how new product development works in practice, taking the example of Jurlique. By identifying and discussing critical success factors and issues that are relevant to the Jurlique, people can get into b

7、e aware of new product development practices. Through discussing in detail areas of strength and weakness, people can realize critically about the new product development.1.2 BackgroundJurlique is founded by the Dr. Jurgen Klein and his wife Ulrike in 1985. They strived to find the worlds most prist

8、ine places, chose to find the raw materials in Adelaide of the southern Australia, where the cultivation of their own herbs and flowers (Jurlique, 2015). Jurlique product category has more than one hundred kinds. Jurlique Skin product is leading the trend of natural beauty arts by using the Australi

9、a biodynamic farm and biodynamic farming cultivation of plants, sophisticated blend of arts, which contributes to create a highly efficient skin care product, bringing a healthy beautiful skin for consumers. However, the competitors by imitating Jurlique product are growing more and more nowadays, w

10、hich posts a strong threat to it, so Jurlique attempts to launch new product to attract more consumers and maintain the regulars.1.3 ScopeThe span of the essay is from the branding system, idea generation to Evaluation and realisation. Based on the real example of Jurliques new product launch and de

11、velopment process, the whole essay will analyse whole process in detail as well as finding out the strengths and weaknesses and gaps.1.4 MethodologyAs we all know there is not a perfect way to launch a new product. However, there are some designed models for facilitating a smooth and stable NPD proc

12、ess. The NPD process always and typically include of a series of actions or measures which contributes to the success of complicated process of launching new products to the market. Based on these relatively models, we could critically evaluate the Jurlique NPD process and make wise, useful recommen

13、dation. Also, there are some steps which are useful to the new product development, and also can be our approaches and methodology while launching and evaluating the new products, like preliminary evaluate of the potential market, evaluation of technology, evaluation of raw materials, surveys or res

14、earches about the suppliers as well as market researches, idea examining and recognation, evaluation about consumer value, business, marketing, legal, feasibility and financial analysis. These are important ways to evaluate whether the process are good enough (Kenneth, 2013).1.5 AssumptionsAs we kno

15、w, we can see the model for new product development is already settled down. But there must something we need to improve in the whole process, based on the NPD process in Jurlique, selecting customers advices and feedbacks may be not very emphasized on. 1.6 LimitationsSince our organization is a ski

16、n care product company, it was hard to enough data and materials about the NPD. But it is the biggest skin caring company in Australia, so we can find more information than others in the same industry.2.0 Current NPD process From idea generation, idea screening, idea development and testing, busines

17、s analysis, beta testing and market testing, technical implementation to commercialization and new product pricing are the process of new product development. More and more industry managers regard new product development as an active and positive process, which is based on that the resources and ma

18、terials are differently allocated to confirm changes of the whole market, at the same time they catch up with commercial opportunities before they come up(Jeff, 2011). Jurlique is a good example. Their industry leaders see new product development as an ongoing process (referred to as continuous deve

19、lopment) in which the entire organization is always looking for opportunities, when facing more competitors.First, according to the needs of consumers and the threat from competitors, offering promotional products is a first step to do after conducting enough marketing researches. Then, ordering pro

20、motional materials which are printed to deliver information about the products is also playing an important role in new product development process. Printed promotional material can be different from simple-page flyers to ell-designed pamphlets which tells out the detailed specifications of natural

21、mask, helping consumer distinguish from the similar products. Jurlique did not pay much attention on these parts so they finally realized that and then take action timely. Creating small sample of products and delivering them to the people who really can appreciate the products and give back feedbac

22、k or remarks or comment is a good choice for research and development process, and the people are always the regulars of Jurlique (Bridson & Evans, 2014). At last, focusing on sending the samples to those with credibility in the industry, such as professionals or experts whose feedback will have mor

23、e effect on convincing customers to try the product, because consumer prefer a good remark when buying a new product, and they will like to try it while it can provide the good comment.At the same time, collecting testimonials is essential. But, first, the testimonials are provided from the consumer

24、s who had used the new product. Testimonials can be a mighty tool to persuade the consumers to have a try on the natural masks in Jurlique, since the testimonials are the only sources that consumers can believe in. Jurlique also had focused on these part but they seemed to focus more on their experi

25、ence.In general, the current NPD process is that, formulation of the new service, objective or strategy, idea generation, idea screening, concept development, concept testing, business analysis, project authorisation, service design and testing, process and system design and testing, marketing progr

26、amme design and testing, personnel training, service testing and pilot run, test marketing, full-scale launch, post-launch review. Jurlique actually did well in the new product development but there were some problems still exist and be ignored.3.0 NPD Framework 3.1 Factor 1: Idea GenerationAs we kn

27、ow, plenty of ideas are generated on the new product because many companies find that their consumers are similar to the present products, and they start to development a new product or service. The ideas are generated in many forms or in many reasons.3.1.1 Jurliques ApplicationJurlique is the pione

28、er of biodynamic beauty in South Australia. Born from 1985 onwards, it has always been upholding the faith that Nature + Science = Beauty, in order to deliver the real natural beauty. 20 years of devotion to beauty and grace of women, it is honoured as the pure skin beautiful Garden of Eden. After f

29、ew years brand management, it has won many customers (Shamoon, Sumaira & Saiqa, 2012) However, since there are more and more competitors emerging in Australia, whose products are similar with the Jurlique, such as the rose water and moisturizing face cream, thus under this circumstance it directly l

30、ed to the decreasing revenue of the Jurlique in the early years, so they had to try to find some ways to maintain the revenue and regulars. Competitors were really a strong threat posting to the Jurlique. Therefore, the research and development team attempted to develop some new products which were

31、different from the premier product, which not only can maintain the regulars but also can develop the potential customers (Jeff, 2011). Thus, based on the marketing research and survey, Jurliques team had determined to launch a new product about the natural mask. Actually, through the new products l

32、aunch and development, brand management, it really did well in the following years, contributing to the increasing revenue and keeping the pioneer in the skin caring industry.3.2 Factor 2: Idea Development and TestingIdea examining and recognation is developing the marketing and promotional details, which requires investigating commercial opportunities and searching patent databases. First, the product development team has to be clear what the target market is and who the decision maker is in the purchasing process, as well as what product features that