Presentation on theme: "Tattletale Toy Company ®"— Presentation transcript:
1 Tattletale Toy Company ® Interactive ToyLaunching ProcessBy: OC October 23, 2005
2 CONTENT Backround Vision/Mission Product Description Objectives Stage Gate Process
3 BACKROUND Tattletale Toy Company® was established in 1990. Products are currently in over 100 stores across the U.S.New toys are launched 7-8 times a year.
4 VISIONTo build Tattletale Toys® into one of the top toy companies in the U.S.MISSIONTo successfully launch a new interactive toy product to increase profits and brand awareness.
5 PRODUCT DESCRIPTION Interactive Toy Target Group: Children aged 5-10 Pricing: $25.00 a piece
6 OUR MISSIONUsing the stage gate plan, our company will plan, strategize, and implement to achieve our objectives.
7 OBJECTIVESSell a total of one million interactive toys during the year of 2006.Increase our brand awareness rate to 25%.Gain more customers by selling an in-demand product.
8 Must Meet Go/Kill Point STAGE GATE OUTLINEDiscoveryInteractiveToyMust Meet Go/Kill PointGate 1Stage1Gate 4Stage4Gate 5Stage 5Gate 2Stage 2Gate 3Stage 3PostLaunchReview
9 Discovery IDEA GENERATION InteractiveToyDiscovery IDEA GENERATIONCollected from:Sales Reps. from International Toy FairMarketing Dept.Analyzing competitors’ interactive toysGraphic Artist’s DesignsHome office input
10 Gate 1 Market attractiveness Differential advantage Fit with company policyStrategy alignmentProject feasibilityMagnitude of opportunityIf no killer variables detected, go to next step…
11 Stage 1-Scoping Preliminary Market Assessment Contact with key users, focus groups, concept test with handful of potential users, market acceptance and market potential.Preliminary Technical AssessmentInvolving a quick in-house appraisal of the proposed product development and manufacturing routes.Technical and manufacturing feasibility.Possible technical, legal, regulatory risk and roadblocks.Preliminary Business/Financial AssessmentPossible times and costs to execute.How long will it take to get money back for project’s expense.
12 Gate 2 Sales force and customer reaction Proposed product Potential legalTechnicalQuick and simple financial calculationReview by sales managementTechnology is feasible, attractive product, advantage of productDecide to kill or go on…
13 Stage 2-Detailed Investigation Target market definitionDelineation of the product conceptA product positioning strategyProduct benefits to be deliveredProduct featuresAttributes, requirement and specificationsCustomer needs, wants, preferences that help define the winning new productCompetitive analysisTechnical do-ability/manufacturabilityA detailed financial analysis
14 Gate 3 Results of financial analysis Decision to heavy spend Decide to kill or proceed…
15 Stage 3- Development Stage 3 In house or lab test Marketing or manufacturing activities also proceed in parallel: market analysis, customer feedback (customer opinion sought on the product as it takes shape during development)Development results: rapid prototype, working model,first prototypeDetailed test plansMarket launch plansProduction plansUpdated financial analysisRegulator, legal and patent
16 POST DEVELOPMENT REVIEW Gate 4Gate 4POST DEVELOPMENT REVIEWRevised financial analysis based on more accurate dataDetailed marketing and operations plans are reviewed for probable future executionTest or validation plans for immediate implementationDecide to kill or go on…
17 Stage 4 Testing and Validation Production processCustomer acceptanceEconomics of the projectIn house product testTrial limited productionPretest: trial sell, test market financial analysis
18 Gate 5 Quality of activities at testing and validation Expected financial returnOperation startup plansMarketing plan is reviewedFinancial reviewDecision to kill or proceed…
19 Stage 5 Full Production and Market Launch Marketing PlanProduction of Operations Plan
20 Post Implementation Review Latest data on revenuesCostsExpendituresProfitsTimingDiscuss strengths and weaknessesDiscuss what we can learn from projectHow we can do the next one better