Thảo luận tiếng anh: Provide stages in developing and launching the products and suggest some solution to make your products always your customer’s wants.

VIET NAM UNIVERSITY OF COMMERCE
ENGLISH FACULTY

TOPIC
Provide stages in developing and launching the products and suggest
some solution to make your products always your customer’s wants.
Teacher: Group:
Class:

OUTLINE
I. Introduction
II. Body
When developing and lauching product, we usually have 7 steps to follow:
+ Step 1 : Development ideas
Business have more ideas, the ability to choose the good one is much higher.
The idea might came from inside or out side the company, but it doesn’t matter.
Small business should take the idea from inside the company because it cost
less money and time.
+ Step 2: Screening idea
Not every idea can be done, so we should choose the posible one. Basically,
ideas which is chosen must be suitable with the resources. Good idea will
support the strategy of business, reduce unnecessary cost or use the available
resources without losing money.
+ Step 3: Marketing
To increase the success of new products on the market, business should build
good strategy for lauching the product. That’s to avoid the little market
potential, reduce the loss of time and effort
+Step 4: Analyze business:
this step will make clear about profit goal, benefits of bringing products, details
for the target, market forecasts.
+ Step 5 : Product Development

This step involves developing physical , technical , or a specific product. To
reduce product development time and cost study , the researchers should focus
on finding gathering information or learning available related to avoid time for
what have been done.
+ Step 6 : Testing the market
To be more careful , enterprises can perform the testing market by deploying
small market in the region . This work is aimed at assessing factors related to
marketing functions such as pricing, distribution channels , market , advertising
messages or product positioning .
+ Step 7 : Product Commercialization
Commercialization of the product is actually launched the product in the
market. It’s not an indepenent work, it involves strategy, resources of business,
policy, infrastructure.
+ Some solutions to make your products stand out
III. Conclusion

CONTENT
I. Introduction
Developing and launching strategy is the final stage of the new product
development process. By now you have your product and it is market ready.
Your business is now keen to take the product to market. This stage, often
known as commercialisation, can be the most testing. This is when your
business will need to commit to marketing investment and will rely on key
routes to market for their support. Most importantly, this is the point when
you relinquish control to the end user: in market, the end user will decide
between success and failure. Having a clear strategy is crucial to both a
successful launch and managing the product in the early stages of its life-
cycle. Accordingly, in order to have development, testing and launching new
products and services. On this discussion, the remaining new product and
service development stages is made clearly. More specifically, the stages are

be analysed to include technical development, testing and introduction to the
market or launching products. Also, thanks to the stages with lots of flexible
activities to obtain growth and stay ahead in the market of King Do
mooncake business, we can take on board and have some solutions to make
the business stand out in the market and get highest profits as possible.
II. Body
Whenever developing and launching any product, we usually have 7 steps, as
follows:
+ Step 1 : Development ideas
The more ideas the business has, the higher ability to choose the good one.
The ideas might come from inside or outside the company, but it doesn’t
matter.
Small business should take the ideas from inside the company because it costs
less money and time.
Successful new product development (NPD) starts with identifying good
product ideas and using reliable criteria to decide which ideas to pursue.
You should take the following steps before you allocate funds to new product
development.
-Idea generation
Write a customer needs list based on the information you gather from the
sources identified below. You should try to identify existing weaknesses in
your products, gaps in your product range and areas for product
improvement.
-Brainstorm product issues
Work with your existing team members to brainstorm product issues. Your
sales and service staff speak to your customers daily, hearing feedback about
your products and the customers' needs. Capture the feedback, product
observations and ideas from your team. Make sure you recognise their ideas
and promote a shared culture of innovation .
-Use your research and development (R&D) processes

Use your business's existing R&D processes . Identify modifications you could
make to existing products, or adaptations for new products, consistent with
feedback from your market and customers.
-Review your quality assurance (QA) processes
Note any issues in your products and identify potential ideas for addressing
gaps in quality.
-Review your customer complaint records
Identify common weaknesses in your existing product range, and look for
areas where improvement is most needed. Learn about managing customer
complaints.
-Review your research
Review your customer research and market research , and plan further
market and customer surveys if you identify research gaps. What are your
customers telling you they're looking for?What do they find frustrating or
limiting about your products? How do they use your products most?
-Talk to your suppliers and other business partners
Talk to manufacturers, retailers and sales reps to capture their knowledge of
your products and thoughts for improving them.
-Research and understand your competition
Try to understand your competition . Review your competitors' product range
and consider how the market is responding to them. Do any of their products
seem to be meeting needs that yours aren't?
-Study catalogues and product information
Make sure you have a comprehensive understanding of existing products
available in your market.

+ Step 2: Screening idea
Not every idea can be done, so we should choose the possible one.
Basically, ideas which are chosen must be suitable with the resources. Good
idea will support the strategy of business, reduce unnecessary cost or use the

available resources without losing money.
In screening, the many ideas are reduced to smaller numbers and eventually
to the one product concept, prototype product, processing method and
advertising plan. The screening begins qualitatively and gradually develops,
as more information is obtained, to a quantitative evaluation of the predicted
outcomes for the product, production, market and finance.
So a process is required where the idea are screened or filtered and only those
ideas and thoughts are allowed to pass which are relevant and suitable for
the profitable development of the process. This process saves a lot in terms of
the saving by not going into development of irrelevant ideas.
With your list of potential new product ideas, you now need to decide which
ideas to pursue and which to discard. Consider your competition, your
existing products, their shortcomings, and the needs of your market. Draw on
the customer needs list you have developed, and the areas for product
improvement you have identified.
Develop a set of criteria to evaluate your ideas against. You criteria might
include:
• most prominently identified customer needs
• product improvements most needed
• the benefits to your target market
• the technical feasibility of the idea
• the level and scope of research and development required
• the profitability of the idea. What is its potential appeal to the market?
How would you price it?
• where the product fits in the market. Is there a gap? How close is it to
competitor products?
• the resources it will require in development
• the marketing potential of the idea
• the fit with your business profile and business objectives.
+ Step 3: Marketing

To increase the success of new products on the market, business should build
good strategy for launching the product. That’s to avoid the little potential
market, reduce the loss of time and effort. Introducing a new product to
market was difficult, creating markets harder. To be successful,
manufacturers must be creative, knowledgeable, visionary and adventurous.
Therefore, I will present four steps to search and persuade customer
acceptance of new products: personality-oriented products and consumer
demand, focus on describing the use, features of the product and demonstrate
really useful products.
An often example is about Kinh Do mooncake: I'll analyze overview of
marketing activities of Kinh Do mooncakes marketing mix strategy:
- Product: To born in 1993, Kinh Do mooncake is the market leader brand.
Kinh Do’s products have many flavors, nice packaging, good quality.
Currently, the company focuses on production techniques, additive recipe to
make a separate.
- Place: Kinh Do has developed distribution channels diversity with many
agents. Every year, in the mid-autumn season, Kinh Do organizes more than
13,000 points of sale across the country.
- Promotion: Kinh Do has many attractive promotion policy. Strategy for
effective advertising on TV, newspapers, internet Also, Kinh Do organized
fundraising program to help improve the social community.
- Price: Company uses discount pricing strategy. There are good incentives for
customers and agents. Kinh Do has many products with different prices so
customers can choose more easily.
+Step4: Analyze business
This step will make clearly about profit goal, benefits of bringing products,
details for the target.
- Profit goal is the amount of money you need to meet a number of
predetermined commitments, which is important to both you and your
business in the future. Identifying a profit goal will help you direct your

actions and strategies (once you've identified your profit drivers) to reach
your target. To set a profit goal, you will need to consider the followings: costs
(both fixed and variable), owner's annual income, operating expenses (fixed
and variable), return on borrowed capital, return for risk, return for future
growth.
- Benefits of bringing products: If a new product meets the market demands,
sales will increase rapidly. Some customers who respond early will continue
to buy, and other customers also will start buying, especially when they hear
the praises about that product. New competitors will enter the market and
find opportunities to make high profits. They will introduce products with
new features, more and more, build more selling point, and this will expand
the market. increasing the number of competitors lead to increase the focal
point of retailing sales. this will meet fully customer wishes.
- A market forecast is a core component of a market analysis. It projects the
future numbers, characteristics, and trends in your target market. A market
forecast should always be subject to a reality check. When you think you have
a forecast, you need to find a way to check it for reality. In this case if the
total market is worth some estimate, you could estimate sales of all the
competitors and see if the two numbers relate to each other. In an
international market, you might check production and import and export
figures to see whether your estimates for annual shipments appear to be in
the same general range as published figures. You might check with vendors
who sold products to this market in some given year to see whether their
results check with your forecast. You might look for macro-economic data to
confirm the relative size of this market compared to other markets with
similar characteristics.
+ Step 5 : Product Development
This step involves developing physical , technical , or a specific product. To
reduce product development time and cost study , the researchers should
focus on finding gathering information or learning available related to avoid

time for what have been done. Because product development is a vital part of
any business. It doesn't matter whether the product is for consumers or other
businesses, whether it is a tangible object or a service. The constant change in
markets and technology require that companies take steps to meet new
challenges. Developing new products and improving existing products is an
important step in meeting this challenge. New product development can be
just what it sounds like the creation of a completely new product that fills a
previously unaddressed niche in the economy. Product development also
includes re-examining an existing product to maximize its market potential
through adding features, a design change or maybe just tweaking the
marketing.
Product innovation is not a completely hit or miss proposition. There are
steps a company can take to improve the likelihood of a successful
development process. There is no one "best" method for developing products,
and what works for one segment of a particular industry may not work for
another industry, or maybe not even for another segment of that industry.
The mix of elements will be different for every product development project,
but companies can look to a basic framework to help keep all the different
elements on track.
The goal of the product development process is to end up with the best
possible product. One that is well suited for the intended audience and
contains features that are needed and desired. No matter how great the new
product may seem, if the market rejects it, it's a failure. Taking the product
development process seriously can go a long way toward making the end
result a success.
+ Step 6 : Testing the market
To be more careful, enterprises can perform the testing market by deploying
small market in the region. This work is aimed to assess factors related to
marketing functions such as pricing, distribution channels, market,
advertising messages or product position.

For example:
Although last year Kinh Do mooncake almost dominates the market but the
number 1 confectionary company Vietnam is also not subjective because
there are so many competitors lurking just outside, one would expect errors
Kinh Do’s to grab the market. Therefore, the company must always be careful
in every stage of production, testing, packaging to sell bread to the market
-In 2012, Kinh Do expected to produce 2,100 tons of moon cakes but just
before 1 week, the company's output has exceeded 15% planned to reach
2,400 tons and even then had to but because material for production and
package has passed.
-When Kinh Do wants to bring out a new cake, this company is always careful
in market research. It has used it to test the market when there are new
forms to bring out the cake sale. It is for the consumers, the customers
familiar with the company's new tasting cake form that can be sold in one or
several stores, small stores across the country.
- Then the Kinh Do collected comments from customers and receive
information from the booths, stores offering new cake form. Then the
company will take measures to change the quality of moon cake, with a price
to match income levels and eating habits of consumers.
- Find out to market demands, consumer tastes continue to produce new
cakes. In recent years, every season is an opportunity for the moon of bread
offers brand new products. No exception Kinh Do also launched a new series
Mochi jam cake, with strawberry jam, honey lemon jam, marmalade Japan,
kiwi jam processing style Japanese cuisine weird mouth. Manufacturers
that also use materials is the new jam such as jam lotus root, grapefruit peel
marmalade, chestnut jam to make a difference for the user.
-At the streets in Hanoi the mooncakes such as Pham Hung, Kim Ma, Le Van
Luong focus more closely stalls for ordinary consumers. However, a lot of the
buyers are nowhere to be seen. A female employee on Nguyen Trai (Thanh
Xuan district) assessment, the number of tourists this year halved compared

with last year.
"This range last year, every day, sold about 5 million dongs, but this was only
2-3 million / day. Customers buy bread primarily retail price below 40,000 /
unit," she said. According to her, with cakes sold by the box, this year the
company reduced the number of boxes to 6-8, focusing on the quantity box 4
pcs / box to reduce the price (less than 300,000 / box). Customers often buy
only or try to eat children requires should buy, because prices can also Kinh
Do mooncakes higher than their income. This is also considered as one of the
test markets for the company Kinh Do may withdraw lessons for next year.
+ Step 7 : Product Commercialization
Commercialization of the product is actually launched the product in the
market. It’s not an independent work. It involves strategy, resources of
business, policy, infrastructure. Also, commercialization of a product will only
take place, if the following three issues are satisfied:
-Timing of launch: When facing the danger of cannibalizing the sales of the
company's other products, if the product can be improved further, or if the
economy is down, the launch should be delayed.
-Launch location: It can be in a single location, one or several regions, a
national or the international market. This decision will be strongly influenced
by the company's resources, in terms of capital, managerial confidence and
operational capacities. Smaller companies usually launch in attractive cities
or regions, while larger companies enter a national market at once. Global
roll outs are generally only undertaken by multinational conglomerates, since
they have the necessary size and make use of international distribution
systems (e.g., Unilever, Procter & Gamble). Other multinationals use the "lead-
country" strategy: introducing the new product in one country/region at a
time.
-Target consumers: The primary target consumer group will have been
identified earlier by research and test marketing. This primary consumer
group should consist of innovators, early adopters, heavy users and/or

opinion leaders. This will ensure adoption by other buyers in the market place
during the product growth period.
The company has to decide on an action plan for introducing the
product by implementing the above decisions. It has to develop a viable
marketing-mix and create a respective marketing budget. When a plan is in
place for each of these three issues, then the commercialization process may
begin .
+ Some solutions to make your products stand out.
I’d like to suggest some solutions to help your products get your customer’s
expectation.
Before making a product you need to understand the customer's demands, so
these are the starting point for any new product ideas.
Providing what the customer needs rather than what your business have.
Products need to ensure quality, various designs to meet the needs of
consumers.
You must have a price competition, reasonable prices to consumers, but
businesses can still maximize profits.
The packages should provide sufficient information about the product,
packaging material is sure, secure, certified check safety products. To the logo
and colors of the product: Logo needs to be printed clearly and set in front of
packaging, the product with a natural color will get impression from customers.
In order to each product have its position on the market, extending the
product’s life cycle, you need to make compliance these steps: Development
ideas, screening idea , Marketing, Product Commercialization, Analyze
business, Product Development, Testing the market, avoid burning phase. Along
with that is the appropriate policy for each stage, for each product category.
III. Conclusion
In conclusion, the seven stages of developping and launching product may
seem like a long process but they are designed to save wasted time and
resources. New product development ideas and prototypes are tested to

ensure that the new product will meet target market needs and wants. There
is a test launch during the test marketing stage as a full market launch is
expensive. Finally the commercialisation stage involves careful planning to
maximise product success, a poor launch will affect product sales and could
even affect the reputation and image of the new product. Thus, every business
needs to come up with many strategies to be a great competitor in the market
to get high profitabilities.