1. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.1 Part 3 New product development Chapter 11 Product and brand strategy

2. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.2

3. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.3 Figure 11.1 VAG inter-firm product platform development

4. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.4 Figure 11.2 Platform development creates the architecture for a family of products

5. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.5 Table 11.1 A comparison of the product specifications of two of P&G’s successful brands

6. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.6 Table 11.2 Product strategies Source: Deschamps, J.P. and Nayak, P.R. (1995) Product Juggernauts: How Companies Mobilize To Generate A Stream of Winners, Harvard Business School Press, Boston, MA.

7. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.7 Table 11.3 Product performance criteria Source: Baker, M. and Hart, S. (1989) Product Strategy and Management, Prentice Hall, Harlow.

8. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.8 Table 11.4 Market introduction of brands

9. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.9 Figure 11.3 Branding system

10. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.10 Figure 11.4 Internal and external brand contacts Source: H. Rubenstein (1996) ‘Brand first management’, Journal of Marketing Management, Vol. 12, 269–80.

11. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.11 Table 11.5 Top 10 grocery products/years Source: Nielsen.

12. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.12 Table 11.6 Project analysis

13. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.13 Figure 11.5 Competitor map: prevention and therapy of periodontal disease

14. Trott, Innovation Management and New Product Development, 5 th Edition, © Pearson Education Limited 2013 Slide 11.14 Table 11.7 The 16 detailed business model archetypes Source: Weill, P. et al. (2005).