Product development is the 6th stage in the New
Product Development (NPD) framework. The product development process is a
sequence of steps or activities that an enterprise employs to conceive, design,
and commercialize a product. (Ulrich
and Eppinger, 2012) In this process the organisation decides how to position
their product/service in the market. It can also be defined that product development occurs when a
concept is converted into a physical offering or when the service is created
(Beech & Chadwick, 2007) Product development includes product/service construction, packaging, branding, positioning,
attitude and usage testing. Each of these stages is essential to identify the
position the product/service
has in the market.
T20 Cricket is a new format sport. The increase of speed
and the reduction of time introduced a whole new market segment. It targets
families, children and teenagers. Through branding T20 cricket, positioned
themselves to see how their customers would react to this format. Since the
target market reacted very positively they could continue to grow this new
format. When T20
started, everyone took it quite lightly as a bit of fun, whereas over the years
it's become a very big event and there's a lot of prize money at stake now. (Ramprakash, 2012) Customer satisfaction was
calculated through surveys. Fan research was conducted and, ultimately, from a county point
of view, Twenty20 cricket was born from that consumer research. (Ramprakash, 2012)
Positioning, branding decision and attitude
and usage testing are the three main aspects of product development that
will be used for the new sport format.
The target market
for this new format is golf players and pool players who like to try new
concepts. This sport format is male and female for all ages. Polf is important
because it combines the tactics used in golf and pool with enjoyment. A survey
has been completed in appendix A, which shows the response from pool and golf
players about Polf. Generally they like
the idea of the new format and would participate in this sport. Using a
Perceptual Map Golf, Pool and Polf can be directly compared on price and
customer satisfaction shown in Appendix B. This they the sport can be
positioned against its competitors.
Branding
decision include name of new sport format, logo, exclusivity and trademark
protection. The name of the new format is Polf, it is easy to remember and
simple. A logo has been developed in shown in appendix C. The logo consists of
two pool cues and one golf flag, to show the combination between the two sports
Golf and Pool. Exclusivity will be created because this sport will not be
available everywhere since it is a new format. The trademark such as the logo
will help the customer recognize the format.
Attitude and usage testing should identify how satisfied the customers
and the customer’s perception of the new sports format. The customer satisfaction can be seen from
the survey and the Perceptual Map in appendix A and B.
References:
Ramprakash, M. (2012). Has Twenty20 changed cricket?.
[online] BBC Sport. Available at: http://www.bbc.co.uk/sport/0/cricket/19624160
[Accessed 21 Jan. 2015].
Ulrich, K. and Eppinger, S.
(2012). Product design and development. 5th ed. New York: McGraw-Hill,
p.12.
Appendix
Appendix A:
Customer Survey
Customer
|
1
|
2
|
3
|
4
|
After hearing
what Polf is would you play this new format?
|
Yes
|
Yes
|
I don’t know
|
Yes
|
Could you see
you playing this new format with your friends just for fun?
|
Depends
|
Yes
|
Maybe sometimes
|
Yes
|
Do you think
that there was a gap in the market, which is now closed through the new
format?
|
I think it brings a new element to pool.
|
Yes
|
In a way, yes.
|
Yes
|
Appendix B:
Polf’s Perceptual Map
Appendix C:
Polf’s Logo
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