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New Product Process Coke Zero

In: Business and Management

Submitted By toriola15
Words 1939
Pages 8
MGT 4630
Developing New Product and Services
Coke Zero study by Antonio Cardoso

The aim of this report is to critically evaluate a new product that has been launched in the last 10years. The report will assess the performance of the new product, the strategy and process used by the company in developing and launching the product and to see if it was successful or not.
What is a new product and what is a new product development process
According to Crawford and Di Benedetto (2011) a new product is one that is either new to an organisation or a market and that it can be broken down into the following categories
They go on to suggest that a new product goes through the following stages 1. Opportunity Identification and selection 2. Concept Generation 3. Concept/Project Evaluation 4. Development 5. Launch
New Products Management Tenth Edition Crawford and Di Benedetto (p30, 2011)
It is worth noting that the text goes on to say about the above processes that “the activities are not sequential but overlapping and it is not implied that one phase must be completed before work can begin on the next one” . I’m expecting my analysis of a real world product will not only show that the process overlaps but that it is more flexible/agile. I think that two phases can be completed at the same time, or that in some circumstances or possibly for certain products that the new products team might go from phase 1 to 2 to 4 and then possibly back to 2 before returning to 4 and then phase 5.
In light of the above the product I have chosen to analyse is Coke Zero produced and marketed by coca cola plc.

Opportunity Identification
An article by Julie Hall (2011) states “Coca-Cola identified a new market: 20- to 40-year-old men who liked the taste of Coke (but not its calories and carbs) and liked the no-calorie aspect of Diet Coke (but not its taste or...

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