Stage 1- Idea Generation

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.