BASIC STEPS AND CRITERIA

1. Before any product is considered for development, a need for the product must be established. Need is generally established through a market survey of some type. Market surveys vary in scope and complexity, from the detailed questionnaire with personal-interview follow-up of a randomly selected sample of participants, to the simple query by sales personnel of their customers and the observation of customer reactions when a proposed product is first discussed. This latter method is inexpensive and rapid, and has been found very useful by many companies in the small or medium-sized category. To avoid the pitfall of mistaking one's own underlying thought of the survey must be to answer the question: Is there a real need for this product, and, if so, what is the need which this product will fill?

2. The answers to these questions are an invaluable aid in determining the criteria, which must be presented as a prelude to product development.

3. As an example, consider a company contemplating the introduction of a canned roast beef. In questioning, it may be learned that there is a need. What is the need? First, it will add variety to the «instantly» ready meat meals now available. Second, it will fill a need as an item for sandwiches, snacks, and parties. Third, a house-wife with little effort and in a short time will be able to present an appetizing hot meal and thus fill her need to actually perform the function of meal preparation.

4. Criteria for a new product may be established through a joint effort of the departments of sales, quality control, and product development. These criteria outline the underlying factors, which must be built into the new product.

5. Using our previous example of the canned roast beef, the criteria might be:

a) have the appearance and flavor of conventionally prepared roast beef;

b) be self-stable at room temperature for, a minimum of one year;

c) yield a minimum of 90% edible meat from the total weight in the can;

d) serve an average family of four from a unit package.

Armed with the criteria we can now begin the product development cycle.

5. Прочтите текст и письменно ответьте на следующий вопрос:

How many criteria might be for a new product?