DB Forum 3 - Wilson, Lisa

Social networking sites will also be used by wilson

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media stations will receive a new MMP in exchange for a reduced or free marketing campaign. Social networking sites will also be used by Wilson Industries to advertise the new product. Lastly, the organization will partner with a company called House Party to gain additional advertising avenues for the new product. House Party is a service that sends new products to consumers that agree to host a party which showcases a particular product to their friends or co- workers (House Party, Inc., 2013). Party attenders are given a discount voucher in which they may purchase the MMP at a reduced price (House Party, Inc., 2013). New machinery will be necessary to produce the MMP, however, these costs will be offset by the company securing a patent on the new product, thus allowing Wilson Industries to be the only manufacturer of this product. Phase five in developing a new product is the actual development of the new product. Development begins with a prototype of the MMP (Kerin et al., 2011, p.225). The prototype will be tested and demonstrated by a target group of individuals. This test group will be evaluating the printer to ensure it works properly. Any defects or problems will be corrected prior to manufacturing the new products for sale.
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New Product Strategy Development Phase six of the development process is market testing (Kerin et al., 2011, p.225). Wilson Industries chose to announce the MMP to a pool of customers at the annual IT exposition in Las Vegas, Interop. In attendance were many IT professionals and consumers that were happy to test the new product with their personal smartphones.
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  • Spring '13
  • Imaaic
  • new product development, MMP, Wilson Industries

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