The next stage in the product
development cycle is the concept development and testing stage. Concept
development entails turning a product idea into a concept idea, which is a
detailed version of the idea stated in meaningful consumer terms (Armstrong et
al, 2012). Concept testing involves presenting the product concept,
symbolically or physically, to target consumers and getting their reactions
(Kotler and Keller, 2009). Concept development may involve some R & D and
other activities such as product and brand positioning maps before developing a
prototype ready for testing. The more the concept tested is closer the final
product, the more the test is dependable (Kotler and Keller, 2009). The use of various forms of market testing to
measure market response to a new product is vital (Thomas, 1993). Having
consumers respond to questions to measure product dimensions is common. Several
concepts may be developed from a single product idea, selecting the best one is
the goal of this stage.
An example of where concept
development and testing is used in the sport industry is at Nike. In the
development of the Nike Free, the company first started out with the idea to
create a shoe designed to strengthen your foot by copying barefoot running. After
developing several prototypes, Nike undertook extensive testing using elite
athletes and everyday running to test their prototype. In a 6-month trail
involving more than 100 participants, researchers measured the shoe’s benefits
in speed, development, coordination and optimal speed through control and
experimental group testing. Results indicated that the group wearing Nike Free
shoes showed 10-20% improvements in all the parameters measured (Financial
Review, 2012). The Nike Free was a success, acting as both a running and
training shoes.
My Concept: New format of hurling, replacing the
hurley and the sliotar, with a tennis racket and ball. The goalposts above the
guarded net are removed. The net, however, is altered with 1x1 feet pockets
situated at each top corner of the net. Goals scored in these pockets count for
3 points, anywhere else in the net counts a 1 point. Outfield players can only
use their hands when catching or slapping an in-flight ball and must balance or
jungle ball when in possession.
Concept testing: Series of questions posed to target
consumers, previous knowledge of hurling may be required to fully conceptualize
new sport format. Physical representation of concept may be required for
further testing.
- Do you visualize and understand this new sport format
clearly? Any doubts or queries?
- Are you interested and have time to play a new sport?
- How attractive is this sport compared to the others
available to you? (not attractive/somewhat attractive/attractive/ really
attractive)
- How many times a week would you practice this sport if it
was available to you? Would you see it as a hobby or as a competitive sort?
- Would you be interested in playing this sport? (definitely
not/ probably not/ probably/ definitely)
- Would you know anyone else interested in playing this
sport?
500 words.
References:
Armstrong, G., Kotler, P., Harker, M. and Brennan, R. (2012)
Marketing An Introduction. 2nd
edn. Harlow: Pearson.
Kotler, P. and Keller, K.L. (2009) Marketing Management. 13th edn. New Jersey: Pearson
Education.
Thomas, R. (1993) New
Product Development. Canada: John Wiley & Sons, Inc
Financial Review (2012) Product Development from Concept to
Customer. Available at: http://www.afrbiz.com.au/media/k2/attachments/Nike_Case_Study_Ed_7.pdf
(Accessed: 24 November 2014).
Received
ReplyDelete