1 / 4

Ideation A

SH (1). Product Team. STAGE 2. DISCOVERY. STAGE 1. STAGE 3. STAGE 4. Build Business Case. Ideation A. Scoping. Develop-ment. Testing & Validation. GATE 2. GATE 3. GATE 1. GATE 4. GATE 5. Explain product to Marketing for campaign development. STAGE 10. STAGE 8.5*. Marketing Team.

eze
Télécharger la présentation

Ideation A

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SH (1) Product Team STAGE 2 DISCOVERY STAGE 1 STAGE 3 STAGE 4 Build Business Case Ideation A Scoping Develop-ment Testing & Validation GATE 2 GATE 3 GATE 1 GATE 4 GATE 5 Explain product to Marketing for campaign development STAGE 10 STAGE 8.5* Marketing Team Testing & Validation Launch STAGE 5 STAGE 6 STAGE 7 STAGE 8 STAGE 9 Ideation B Creative Develop-ment Partner Editing Legal Fulfillment *as appropriate, see explanation following GATE 2 GATE 1 GATE 3 GATE 4 GATE 5 Note: Parallel processing is not possible due to Marketing Team needing full product specs before beginning campaign development. Voice of customer is built in to Ideation, and Scoping stages (and Post-Launch evaluation). Ideation is top-down (very directed, solving a business problem uncovered by research/up-front predevelopment homework). The team approach is cross functional, involving department VP in Ideation A and the Chief Marketing Officer in Ideation B.

  2. SH (2) Product Team (PT) STAGE 2 DISCOVERY STAGE 1 STAGE 3 STAGE 4 Build Business Case Ideation Scoping Develop-ment Testing & Validation • Multi discipline task force includes marketing, sales, legal & marketing research • Brainstorm Inputs include competitive intelligence & target market data • PT refines design, features based on Concept Exploration • PT determines sales potential compared with competitive products • PT delineates concept & positioning and submits name choices for trademarking • PT determines brokers’ willingness to sell based on Concept Test • PT officates product specs and seeks legal approval and multi-state licensing • PT defines operational support needs (call center, website) • PT tests product with in-house focus groups of company Ees similar to target. • PT sets operational support needs (metrics & routes) • PT revises/ confirms sales training & sets $ projections for business plan GATE 2 GATE 3 GATE 1 GATE 4 GATE 5 • Focus Groups*: -Target market understands & is interested in product? -Employers willing to offer it to Ees? -Positively received, fitting in with corporate brand/image? • Fits income product suite? • Can be sold in large Ee market? • Unique in market? • Complements non-category products offered by company? • One-on One Indepth Interviews*: -Brokers willing to sell? -Brokers believe product is simple in design-- yet stands out in crowded market? • Design legally approved? • Licensing obtained in >5 states? • Call center capacity for predicted initial interest? • Capacity to develop website (online application process)? • Focus Groups: -Product understood by company Ees ? -Likely to buy? • Systems ready to go if customer should call/ login for application/ information? • Salespeople trained on product specs? Explain product to Marketing for campaign develop-ment YES YES YES YES YES Note: Consumer/Client focus groups are part of the Scoping Stage in this process due to their input being crucial to refining the design before presenting a realistic product to sales for evaluation. Ees= employees *attended by Marketing, run by Marketing Research

  3. SH (3) Marketing Team (MT) STAGE 7 STAGE 5 STAGE 6 STAGE 8 STAGE 9 Ideation Creative Develop-ment Partner Editing Legal Fulfillment • MT submits edits to ad agency and then submits finalized pdfs of all pieces to Legal for approval. • MT works with Creative Services to get item number assigned per piece. • MT gets printing specs from ad agency per piece. • MT consults with PT to determine big picture look/feel of materials & number of items to produce (creative briefs) • MT explains brand standard consistency needs & target market communication requirements • MT selects & works with external ad agency to develop pieces (competitive bidding rules) • MT ensures agency creative approach is unique vs competitors • MT works with PT to edit pieces • MT ensures pdf is housed properly for print on demand. • MT ensures minimum supplies are printed and stored. GATE 2 GATE 3 GATE 1 GATE 4 GATE 5 • Pieces meet brand standards and are consistent with overall look of product suite materials? • Pieces accurately reflect product specs? • Product design absolutely finalized? • Creative briefs approved by PT? • PT timing demands realistic for MT to complete pieces? • Pieces approved by PT point people? • Approved by Legal? • Item number per piece obtained? • Printing specs (paper type/weight) received? • Printing complete? • Salespeople introduced to pieces? • Call center reps given materials to fulfill phone and web requests for information? LAUNCH marketingcampaign to support product release YES YES YES YES YES Note: Stage 8.5 would consist of testing in-house (focus groups) for effectiveness depending on how many pieces in the campaign. If campaign is nothing more than a few promotional sheets, this would not be appropriate. If it is development of a series of brochures and ads, it would be.

  4. SH (4) Product Team Marketing Team Post-Launch Review After launch, the product team monitors sales performance and commissions a quantitative study assessing why potential buyers did not purchase the product. Product team also monitors support system performance through satisfaction studies (call center, on-site enrollment) Similarly, the marketing team determines effectiveness of communication material via focus groups and makes any adjustments budget-allowing. STAGE 10 Launch

More Related