You can encourage customers to buy more of your product by creating deal packages. This strategy exposes customers to multiple types of your products via assortments or sample packs that could solve various issues for the customer. Also, an array of deals can introduce customers to a product that they might not have bought and encourage them to buy it in the future. Value can be increased by having products in bulk, including premium features, or by adding customer support programs. Existing customers can buy your products to get a better deal, while new customers will come because of the added benefits.

    Google supports market growth for everyone who acts as a market leader. It is essential to analyze the logistics of your supply chain to ensure that you do not run out of products. The marketing team develops advertising campaigns to introduce new products to consumers. This step in the NPD process is undoubtedly familiar to consumers. In the commercialization process, the team will do everything it needs to bring the final product to market, including sales and marketing plans. The team will start manufacturing the product and operating customer support.

    The benefits of defining an effective product development strategy

    Its strategy marries principles of digitization, consistency, and experience to deliver products people all over the planet now have in their homes. When you iterate on your product development strategy, you’ll eventually have a finely-tuned machine that improves the user experience and increases revenue and consumer loyalty. Who knows, it might even reduce crime on the streets of Gotham City someday if that’s your market. A product development strategy is built on a foundation of extensive research, which includes your target audience, current market, and competitors.

    You can customize some products and make them special in order to target a specific set of target customers. In fact, you can go one step further by offering them personalized products relevant to their needs and lifestyle. John Carter is a widely respected expert on product development and product management. He is the co-inventor of Bose’s Noise Cancelling Headphones and designer of Apple’s New Product Process .

    Coordinate tasks and organize your product development process with Asana for product management. Asana can help get your products to market faster by tracking workload and simplifying planning. There are many stakeholders and various teams that assist with the product development process.

    product development strategy

    This is particularly useful when you experience a plateau in revenue sales and you want to evaluate next steps. So, whatever the scenario, a product development strategy is integral to the ongoing success of a product and its growth, which in turn benefits the overall business. The functionality of the product is usually the result of extensive market research through focus groups. That helps understand the customers’ needs in certain demographics and target markets. The development team can then use that data for brainstorming and come up with a proper strategy.


    It’s a great motivator for them to make the final purchase, and that’s why making package deals for your products works. In other cases, it allows customers to choose a product that suits their needs and wants. There’s a good chance that if you convince a customer with a trial for one product, they will be more likely to buy other products too.

    product development strategy

    Defending against the competition – Companies using this strategy may undercut prices or outshine the competitors that have the upper hand, to be more attractive to customers. Acquire other companies – Gaining knowledge, expertise, and control over other competing products in the market through acquisition gives companies a lot of power. Investing in market research – By investing in market research, data on trends, and market analysis, companies can find new or hidden opportunities to go for. Reach new audiences by unlocking insights hidden deep in experience data and operational data to create and deliver content audiences can’t get enough of. Deliver exceptional omnichannel experiences, so whenever a client walks into a branch, uses your app, or speaks to a representative, you know you’re building a relationship that will last. Experience iD is a connected, intelligent system for ALL your employee and customer experience profile data.

    Identify the key issues and approaches to solutions

    Defining a before you begin development is crucial. It will set the direction of your product and help you set clear goals. Let’s dive into the top three benefits of developing a strategy for your new product. This is a strategy where your company plans and develops new products, or upgrades current products, and introduces them to an existing market.

    • In an agile development organization, it will also help to clarify which task-level initiatives have priority at any given time, and which should be included in the upcoming sprint.
    • However, by following a systematic NPD process, companies can clarify and build confidence in what they are building.
    • If the product is genuinely innovative, advertising platforms will be eager to post stories about an attractive product development strategy to attract more audiences.
    • Underneath the slick branding of Netflix is an artificial intelligence-driven engine that constantly provides feedback about user engagement.
    • It allows the product team to spend more time gathering and analyzing real-world feedback—because it’s putting the product into users’ hands closer to the beginning of the process.

    The client wanted to create an MVP that would showcase the main benefits of the product. So, we took the client’s idea and transformed it into a fully-functional MVP. If companies have already found a reliable provider of software services, then half the work has already been done. All that remains is to implement the strategy in the best way possible.


    Usually, the role of the moderator of the product strategy is performed by a product owner or project manager. The creation of a unique product roadmap that describes both product vision and strategy, as also tech requirements and development stages. Many people think a great idea is already half the work of a successful product.

    Existing Product – If you have a new product concept, it’s a good idea to evaluate your existing product portfolio. Or do you offer products that your competitors do not allow for market share? Answering these questions will ensure the success of your new concept.

    product development strategy

    Kano model— While this concept dates to the 180s, it still has a place in today’s product development cycle. The Kano model involves classifying attributes of your software product based on your client’s perceptions and how they affect satisfaction. Using the following new product development theory ideas throughout your company departments can help your business come up with opportunities for new product development. However, you can minimize the riskiness if you could focus on satisfying the needs and wants of customers.

    While NPD tends to focus on the current product under development, it also should include the impact on similar products in the product line as part of the product definition. Google’s new product development strategies tends to be technology driven. Google bets on technology “to solve a big problem in a big way.” This is a market oriented approach since Google favors growing the market for everyone, which serves Google as the market leader.

    Content Marketing Strategies for Hotels

    That small but of specialization and customization improves brand loyalty and gives the customer a sense of importance. The final step is where you have a working product, marketing strategy, and all the relevant information you need to make it work. At this point, you have to decide whether to launch the new product or not. To conduct this research, you can either go for market surveys or look at similar products by other companies. Developing a sales forecast will help you estimate costs, profits, and a timeline. When you test out concepts with target audience clusters, you can see the people’s response, appeal, and reliability of the concept.

    Help your existing products respond to market changes quickly

    Here you take the new product, update some of its features, and launch it in the market with the promotional campaign of updated features. The goal is to add and update such features and functions that would influence and impact the target customer market. Therefore, you should keep looking for such features that customers want in its product.

    This strategy is based on the quality of the product assuming that several customers who experience the trial will purchase the full version. However, providing a free trial can show customers how they can get an advantage over the rest of your products. Product Development— Here, you focus on creating new products for your existing customers. Lay Out Your Marketing Strategy— Figure out how you can promote the product to the target market, come up with pricing and a distribution strategy, then do a business analysis of the entire proposal.

    Ideation Process Approach

    Meanwhile, you can ask the consumers specific questions that will help you with product design, pricing, and prototyping. Product-led growth strategies, additional product lines, or a new marketing strategy. Defining the product accurately will help you and your team focus and prevent NPD failures like developing many products at once or running out of capital required for the development of the product.

    Now you have another set of criteria to help you narrow your choice of which product concepts to pursue. We call this predefined process and sequence of events the product development strategy. Creating a newer and better version of a successful existing product can give it a massive boost.

    It focuses on working on user stories for new products that make Agile stand out. Once designed, developed, and tested, the MVP will be released with minimal functionality. Once your new development ideas are in place, your market strategy is documented, and your business analysis is complete, you can move on to the product lifecycle development process. Target Market -The target market is the consumer profile that develops the product. It is essential to be aware of this from the beginning so that you can build your product concept from scratch, centered on your target market. As a subset of corporate strategy, this single source of truth defines the direction for your product team.

    The product development process is a six-stage plan that involves taking a product from initial concept to final market launch. This process helps break down tasks and organize cross-departmental collaboration. Product development and top trends in product development involves several stages, from ideation to customer receipt of the product. Therefore, a development strategy is not a single strategy but a set of development strategies applied at different stages. The Swedish furniture company would be an also-ran if it didn’t master product development strategy. Instead, IKEA is one of the world’s leading retail furniture brands and a global cultural icon.

    What are the three strategic elements of product development?

    Either a company is an innovator, that creates a brand new product category; it is a rapid follower in that rapid commercialization is the goal; or it lags behind as a “me too” product. Once you’ve completed the business case and discussed your target market and product functionality, it’s time to define the product. This is also referred to as scoping or concept development, and focuses on refining the product strategy. Though they sound almost identical, there’s an important difference between product development and product management. Product development describes the process of building a product, where product management is the overseeing of that work.

    The point is to pinpoint a certain kind of idea and then choose the best idea among them. That can include everything from outside stakeholders, suppliers, and competitors to secondary sources of inspiration. Develop innovative products/service areas other than the core product. The resources attained for the NPD are influenced by sticking to business and maintaining all schedules.