Product Concepts have a variety of valuable uses
June 20, 2005
- by Robert E. Stevens, GENESIS II(The Second Beginning) E-Mail: firstname.lastname@example.org
In my Views of February 3, 2005, "Product Concepts & Mission Statements," I outlined my thoughts about the relationship between a product concept and a mission statement. The objective of the Views was to outline the importance and value of well-constructed concepts. Just like a mission statement, a product's concept should be in use throughout the life of the brand. Much like a mission statement, over time the concept may change as a result of the evolution of either the product or the marketplace.
Following are some of the concept's uses prior to market introduction:
Note the use of the concept throughout the development of the idea through to market introduction. Don't sell your concept short, it is the lifeblood of your brand. It is your brand's Mission Statement.
- Once we have identified a potential market opportunity, we should conduct a Benefit Analysis to determine if the idea is worth exploration.
- Following the Benefit Analysis, if the idea looks promising, Concept Development should take place. This step requires research to determine the most promising verbalization of the product vision.
- Only after the concept has been maximized should we begin the Concept Evaluation stage. At this point, the market potential is assessed and the target population is identified.
- If the potential looks promising, we move to the next stage, Product Development. As the product is developed to match the verbal description, a key market research technique is utilized. that is, Concept & Use (Blind) testing. The purpose of this technique is to determine how well the newly developed product delivers on the promise described in the concept.
- Once we have a promising concept and a product that delivers on that promise, we start Brand Positioning. This stage requires work on the product's aesthetics, packaging and positioning. The research technique most frequently utilized in this stage will be the Brand Identified Concept & Use Technique.
- After we have a Brand, Positioning and the Promise fit, work can begin on the Advertising Development. The foundation of this work will be the Product Concept.
The above is a brief outline of the required stages of the brand development as it relates to the product concept. Much more needs to be said about the packaging, market analysis and communication development.
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