The New-Product Development Process
Stage 1: Idea Generation
 |
| The New-Product Development Process (Kotler & Keller, 2012) |
The New-Product
Development Process (NDP) is outlined above by Kotler & Keller (2012). Idea
generation is the first stage of this process and therefore it lays the
foundation for the model, without completing this stage, you would not be able
to progress through the model. Idea generation is the process of generating and
developing new ideas.
Idea
generation includes three different processes; innovation, development and
actualization. Innovation is the process of inventing the idea, development is
the process of developing that idea further and actualization is the process of
making the idea real.
Ideas can be
generated in numerous ways such as; customers, employees, distributors,
competitors, vendors, research & development and consultants (Lamb, Hair
& MacDaniel, 2009). Ideas can be created with techniques such as; attribute
listing, morphological analysis, reverse assumption analysis, new contexts and
mind mapping (Kotler, 2009).
Examples of Idea Generation
Twenty20
cricket was created by the ECB (2003), it is a short format of cricket. The original
format of cricket is the ‘Test Match’. Test matches can last up to 5 days with
each side batting twice. Even though the matches last up to 5 days, there can
still be no result. To bring more excitement into cricket Twenty20 was
introduced, this is where 2 teams bat once (each innings lasts around 90
minutes) and the match is over in 3 hours. Twenty20 also includes brightly coloured
kits (instead of the all-white strips worn for test matches) and includes music
into the game whenever there is a boundary or wicket which creates a party
atmosphere for the audience and players to enjoy.
Slacklining is
the art of walking along a one inch wide nylon webbing. It was created by two
climbers, Adam Grosowsky and Jeff Ellington (1980). Slacklining has been adapted
from circus style tight rope walking.
Ideas
I have come up with a few ideas to develop sport and
physical activity. My aim is to replicate the success of the 2 ideas listed
above (Twenty20 and Slacklining).
Golf for beginners. Aim is to make golf easier for
beginners, this is an introduction into golf. Replace golf balls with tennis
balls and increase the head size of the golf club making the ball easier to
hit. Involve objects to play around (windmills, tunnels, bridges), similar to
crazy golf to make the game fun.
Quick Baseball. Aim is to reduce the amount of time it takes
complete a baseball game. Create a party atmosphere with jam packed action.
Dual Rugby. Incorporate both codes of rugby into 1 game. In
the first half you play Rugby Union and the second half you play Rugby League.
This would be a new sport and would have the benefits of both forms of rugby in
on game.
Sprinter. An event similar to triathlon but with sprint
events only. 4 races; 400m, 200m, 100m and 60m. Would determine the fastest
runner and would be great to watch.
