确保新产品成功的12个要素

1Copyright©2011TheNielsenCompany.Confidentialandproprietary.2010-2011年度个人金融综合报告PersonalFinanceMonitor2010-2011Withinflationandclimbinginterestrate,howconsumersaremanagingtheirwealth?中国消费增长论坛中国消费增长论坛ConfidenceDrivesDemandConfidenceDrivesDemand2Copyright©2011TheNielsenCompany.Confidentialandproprietary.inserttopictitle确保新产品成功的12要素12FactorsforNewProductSuccess许丽平LynnXu尼尔森中国区副总裁VicePresident,NielsenChina3Copyright©2011TheNielsenCompany.Confidentialandproprietary.创新不仅改善我们的生活，也为企业提供了发展的机遇Innovationisveryimportantinimprovingourlifeaswellasestablishingnewbusinessopportunities活动铅笔Mechanicalpencil1915方便面Instantnoodle1958干电池Drybattery18871850190019502000飞机Airplane1903电灯ElectricLamp1879移动电话Mobilephone19834Copyright©2011TheNielsenCompany.Confidentialandproprietary.但是否每一个创新都能领导一个新的商机呢？Butwilleveryinnovationtranslateintosuccessfulbusiness?5Copyright©2011TheNielsenCompany.Confidentialandproprietary.经验告诉我们做好一个创新产品是非常困难的，只有2%的新奇想法最终能转换成产品在市场中生存Ourexperienceshowsthatitisverydifficulttocomeupwithsuccessfulinnovations,only2%ofideasareactuallysustainableinChinamarket来源:BASES中国Sourcing:BASESChina~1000~200~8025选择一个好想法PrioritizeConcepts优化一个创新产品RefineMix创新产品上市LaunchProduct新产品表现追踪TrackPerformance产品创新InnovationProcess6Copyright©2011TheNielsenCompany.Confidentialandproprietary.创新过程不同阶段有不同的关注点Differentkeysuccessfactorsatdifferentstagesoftheinnovationprocess吸引力Attraction产生新概念Generatenewconcept沟通Communication设计广告语ComeupwithTVC重复购买Repeats产品表现ProductPerformance长期活力Endurance营销计划执行MarketingSupport满足需求Need/Desire功能优势Advantage可信度Credibility差异定位DistinctProposition吸引注意AttentionCatching信息传播MessageConnection清晰简洁Clear,ConciseMessage产品表现ProductDelivery合理的价格AcceptableCosts容易获得Findability产品忠诚ProductLoyalty广告投入Advertising铺货投入Distribution促销投入Promotion没有壁垒AcceptableDownsides市场营销Marketing7Copyright©2011TheNielsenCompany.Confidentialandproprietary.确保新产品成功的12要素12Factorsfornewproductsuccess通过追踪600个上市产品表现600+casesofin-marketlaunches超过百万美金，耗时多年的研究项目MillionsdollarsR&D差异定位差异定位DistinctDistinctPropositionProposition真正的创新Offertrueinnovation吸引注意吸引注意AttentionCatchingAttentionCatching引人注目Getnoticed满足需求满足需求Need/DesireNeed/Desire与需求相关Berelevant功能优势功能优势AdvantageAdvantage优于竞品Bebetter产品忠诚度产品忠诚度ProductLoyaltyProductLoyalty长期表现良好Bestronginthelongrun可信度可信度CredibilityCredibility有足够理由相信Giveenoughreasontobelieve产品表现产品表现ProductDeliveryProductDelivery实现产品承诺Deliveronproductpromises合理的价格合理的价格AcceptableCostsAcceptableCosts赢得信价比Winthevalueequation容易获得容易获得FindabilityFindability在消费者能够找到的正确地方Beintherightplaces没有壁垒没有壁垒AcceptableAcceptableDownsidesDownsides降低产品局限Limitthebattles信息传播信息传播MessageMessageConnectionConnection有效传达信息Landyourmessage清晰简洁清晰简洁Clear,Clear,ConciseConciseMessageMessage有的放矢Communicatewithfocus在78个因素中提炼出最有影响的12个要素70+Factorsevaluated8Copyright©2011TheNielsenCompany.Confidentialandproprietary.我们把每个要素的表现都与最终上市成功的概率联系起来。Welinkedeachfactor’sperformancetoprobabilityofin-marketsuccess突出突出OutstandingOutstanding就绪就绪ReadyReady危险危险RiskyRisky失败失败FailureFailure成功是有瓶颈的，上市后成功的概率33%AsignificantbarriertooverallinitiativesuccessTwiceaslikelytofailthansucceed:ℙ(success).33有些地方还没有做够Approachingacceptablelevels,butnotready达到成功的标准，上市后成功的概率67%Meetssuccesscriteria.Twiceaslikelytosucceed:ℙ(success).67相比其他成功新品，有自己足够的优势Providesasignificantadvantageoverothersuccessfulproducts.9Copyright©2011TheNielsenCompany.Confidentialandproprietary.产品表现ProductDelivery产品忠诚ProductLoyalty可接受价格AcceptableCosts容易获得Findability没有壁垒AcceptableDownsides可信度Credibility功能优势Advantage消费者需求Need/Desire清晰简洁Clear,ConciseMessage信息传递MessageConnection吸引关注AttentionCatching差异定位DistinctProposition0%ile50%ile100%ileBASES数据库比对RankinBASESKeyMeasureDatabase12个成功要素12FactorsforSuccess其实，每个要素达到“就绪”的难度都不同。Somefactorsaremoredifficulttomeet“ready”criteriathanothers10Copyright©2011TheNielsenCompany.Confidentialandproprietary.怎样使新产品贴合消费者的需求？Howtomeetconsumer’sneed?•杰出的消费者洞察唤起消费者强烈认同感Outstandingconsumerinsightgeneratesstrongcoherentamongconsumers–别从新技术、新产品特性说起，让消费者被迫承认需求存在Avoidusingnewtechnology、newproductfeaturestoforceconsumeradmittingtheexistofdemand12Copyright©2011TheNielsenCompany.Confidentialandproprietary.怎样开发一个具备优势的新产品？Howtocomeupwithanewpropositionwithbetterbenefit?•提供更好的解决方案：在关键的品类需求上具有竞争力，可以从三个方面着手Provideabettersolution:becompetitiveinkeycategoryneedsfromthreeaspects–创新：提供了前所未有的需求方案Innovation:provideanunprecedenteddemanding–超越：用更好的方法做了相同的事（更快、更高、更强、更……）Exceed:dothesamethinginabetterway(faster,higher,stronger,andetc.)–改进：消除了竞品的一些严重的副作用Improvement:eliminateserioussideeffectofcompetinggoods13Copyright©2011TheNielsenCompany.Confidentialandproprietary.怎样提高概念的可信性？Howtoimproveconcept’scredibility?•列举足够可信的理由,很好地解释为何你的产品能够做到沟通中承诺的效果Listenoughreliablereasonstoexplainwhyyourproductcandeliverywhatyourconceptpromised–详细明确地阐述产品的原料、成分、制作工艺和技术是什么，如何优于现有品牌Clearlyillustrateproducts’ingredients,productionprocess,technologyandexplainhowit’sbetterthanexistingbrand–原料成分最好是消费者熟悉的（比如蜂蜜）、工艺技术最好是消费者认可的（比如烘焙）Usingingredientsthatarefamiliartoconsumers(likehoney),andtechnologythatisrecognizedbyconsumers(likebaking)–品牌信誉与口碑Leverageonbrandandreputation14Copyright©2011