MarketingWise Group specializes in conducting all phases of the new product development process including:

Ideation/Brainstorming. Coming up with one ‘Aha!’ idea often involves generating hundreds of other product ideas. Using time-proven ideation techniques in the new product development process, MarketingWise Group can help you generate that one great product/service idea.

Identifying the Right Ideas/Concepts. Often a challenge companies face is deciding what ideas should go forward to become the next successful product. MarketingWise Group, using its New Product Development Process Analyzer©, subjects ideas to rigorous new product development process tests including market potential, market desirability and whether or not you have the financial capability, the time and the staff to develop the product/service. MarketingWise Group then presents a charting of the top ideas and all the factors considered important to you in making a go/no-go decision in the new product development process.

Development of the Marketing Aspects of a New Product. Every product needs proper positioning, a name, package design and dozens of other marketing decisions. MarketingWise Group and its affiliate AdWise Group works within the new product development process, with you to make these decisions.

Product Testing. MarketingWise Group handles all the different types of testing in the new product development process – concept testing, test marketing and advertising/promotional testing – to maximize your opportunities for success. Qualitative Focus Group Research, Quantitative Research.

Test Marketing. We have conducted numerous new product introductions. These frequently start with regional testing against carefully established norms and goals. It is extremely critical to carefully control as many marketing variables as possible. Doing so will make it easier to make adjustments to a rollout plan long before more costly adjustments are required should a new product start to flounder. It is critical to involve most other departments in the rollout. They need to understand their role and responsibility. MarketingWise Group has the experience to assist with this highly sensitive transition from concept to introduction.

Critical Marketing Strategies in the New Product Development Process

Develop Brand Definition – New Product Development Process

• Define reasons for being
• Define target audience(s) in detail

Identify competitors – New Product Development Process

• Define number one brand differentiation
• Develop brand profile
• Define brand personality
• Create brand position statement (in relation to competitors)

Develop Brand Name – New Product Development Process

• Explore and develop a wide array of name explorations
• Conduct desktop research to discover competitive availability
• Narrow list of preferred name options
• Recommendations from extendibility and impact
• Select final name

Develop Brand Visual Identity – New Product Development Process

• Develop and present multiple logo explorations
• Narrow the selection
• Explore variations including color, effects, background contexts, etc.
• Establish a “Brand Map” to firm up graphic band standards
• Recommend final logo design and create final art files

Copy Brand Themes – New Product Development Process

• Develop brand message/promise
• Develop positioning theme line
• Compose the brand story (one page–the basis of all advertising and PR creative)

Marketing Communications Plan – New Product Development Process

• Develop a message strategy
• Point of view that is a point of difference
• Shape message based on whether product is entering a pioneering environment, a competitive environment or an established market environment

Develop a media strategy – New Product Development Process

• Traditional media
• New media (online)
• Evaluate proper media mix

Develop a promotional strategy – New Product Development Process

• Examine cross-promotional options
• Consider PR opportunities
• Seek proper context for nontraditional tactics