Nielsen_Innovation尼尔森新产品成功的12要素报告

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其实，每个要素达到“就绪”的难度都不同。 Some factors are more difficult to meet “ready” criteria than others
信息传播 Message Connection
有效传达信息 Land your message
合理的价格 Acceptable Costs
赢得信价比 Win the value equation
吸引注意 Attention Catching
引人注目 Get noticed
产品表现 Product Delivery
突出
Outstanding
相比其他成功新品，有自己足够的优势 Provides a significant advantage over other successful prowk.baidu.comucts.
就绪
Ready
达到成功的标准，上市后成功的概率>67% Meets success criteria. Twice as likely to succeed: ℙ(success)>.67
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创新不仅改善我们的生活，也为企业提供了发展的机遇 Innovation is very important in improving our life as well as establishing new business opportunities
0%ile
50%ile
100%ile
12个成功要素 12 Factors for Success
怎样使新产品贴合消费者的需求？ How to meet consumer’s need?
• 杰出的消费者洞察唤起消费者强烈认同感
Outstanding consumer insight generates strong coherent among consumers – 别从新技术、新产品特性说起，让消费者被迫承认需求存在
满足需求 Need/Desire 差异定位 Distinct Proposition 功能优势 Advantage 可信度 Credibility 合理的价格 Acceptable Costs
信息传播
Message Connection
产品表现 Product Delivery 没有壁垒
Acceptable Downsides
– 创新：提供了前所未有的需求方案
Innovation: provide an unprecedented demanding
– 超越：用更好的方法做了相同的事（更快、更高、更强、更……）
Exceed: do the same thing in a better way (faster, higher, stronger, and etc.)
产品创新 Innovation Process 选择一个 好想法 Prioritize Concepts 优化一个 创新产品 Refine Mix 创新产品上市 Launch Product 新产品表现追踪 Track Performance
来源: BASES中国
Sourcing: BASES China
有的放矢 Communicate with focus 与需求相关 Be relevant 优于竞品 Be better
可信度 Credibility
有足够理由相信 Give enough reason to believe
没有壁垒 Acceptable Downsides
降低产品局限 Limit the battles
怎样开发一个具备优势的新产品？ How to come up with a new proposition with better benefit? • 提供更好的解决方案：在关键的品类需求上具有竞争力，可以从三个方面 着手
Provide a better solution: be competitive in key category needs from three aspects
危险
Risky
有些地方还没有做够 Approaching acceptable levels, but not ready
失败
Failure
成功是有瓶颈的，上市后成功的概率<33% A significant barrier to overall initiative success Twice as likely to fail than succeed: ℙ(success)<.33
2010-2011年度个人金融综合报告 Personal Finance Monitor 2010-2011
确保新产品成功的12要素 <insert topic title> Product Success 12 Factors for New
许丽平 Lynn Xu 尼尔森中国区 副总裁 Vice President, Nielsen China
List enough reliable reasons to explain why your product can delivery what your concept promised – 详细明确地阐述产品的原料、成分、制作工艺和技术是什么，如何优于现有品 牌
Clearly illustrate products’ ingredients, production process, technology and explain how it’s better than existing brand
长期表现良好 Be strong in the long run
超过百万美金， 耗时多年的研究 项目 Millions dollars R&D
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我们把每个要素的表现都与最终上市成功的概率联系起来。 We linked each factor’s performance to probability of in-market success
Avoid using new technology、new product features to force consumer admitting the exist of demand
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确保新产品成功的12要素 12 Factors for new product success
通过追踪600 个上市产品表 现 600+ cases of inmarket launches
容易获得 Findability
在消费者能够找到的 正确地方 Be in the right places
功能优势 Advantage 满足需求 Need/Desire 清晰简洁 Clear, Concise Message
干电池
Dry battery
活动铅笔
Mechanical pencil
方便面
Instant noodle
1887
1915
1958
1850
电灯
Electric Lamp
1900
飞机
Airplane
1950
2000
移动电话
Mobile phone
1879
1903
1983
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实现产品承诺 Deliver on product promises
在78个因素中提 炼出最有影响的 12个要素 70+ Factors evaluated
差异定位 Distinct Proposition
真正的创新 Offer true innovation
产品忠诚度 Product Loyalty
差异定位 吸引关注 信息传递 Distinct Message Attention Proposition Catching Connection
清晰简洁 Clear, Concise Message
消费者需求 Need/ Desire
功能优势 可信度 没有壁垒 Advantage Credibility Acceptable Downsides
产生新概念 Generate new concept
设计广告语 Come up with TVC
产品表现 Product Performance
营销计划执行 Marketing Support
吸引力 Attraction
沟通 Communication
重复购买 Repeats
长期活力 Endurance
容易获得 可接受价格 Findability Acceptable Costs
产品表现 Product Delivery
产品忠诚 Product Loyalty
BASES数据库比对 Rank in BASES Key Measure Database 9
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
经验告诉我们做好一个创新产品是非常困难的，只有2%的新奇想法最终 能转换成产品在市场中生存 Our experience shows that it is very difficult to come up with successful innovations, only 2% of ideas are actually sustainable in China market
– 改进：消除了竞品的一些严重的副作用
Improvement: eliminate serious side effect of competing goods
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怎样提高概念的可信性？ How to improve concept’s credibility? • 列举足够可信的理由, 很好地解释为何你的产品能够做到沟通中承诺的效 果
但是否每一个创新都能领导一个新的商机呢？ But will every innovation translate into successful business?
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~ 1000 ~ 200 ~ 80 <25
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
创新过程不同阶段有不同的关注点
Different key success factors at different stages of the innovation process
中国消费增长论坛 Confidence Drives Demand
With inflation and climbing interest rate, how consumers are managing their wealth?
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容易获得 Findability
铺货投入 Distribution 广告投入 Advertising 促销投入 Promotion
清晰简洁
Clear, Concise Message
吸引注意 Attention Catching
产品忠诚 Product Loyalty
市场营销 Marketing
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