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New Product Development and Launch

New Product Development and Launch
by Chay Cruel

 

A new product comes at the cost of countless hours spent in conceptualizing based on consumer insighting. Ensure that your development processes are in order to maximize profitability as soon as the product launches!
 
INTRODUCTION
The Importance of New Products
The Top 25 Inventions of 2017
 
THE NEW PRODUCT DEVELOPMENT PROCESS
Part 1
Overview
Brainstorming
Product Concept Definition
Insighting and Positioning
Brand Name Selection
 
Part 2
Project Review & Approval
Product Development
Package Development
 
Part 3
Plant Trial to Scale-up Run
Commercial Run
Pre-Launch Sales Preparations
Post-Launch Analysis
 
CONCLUSION
New Product Contribution to Total Business

Chay Cruel
Guest Speaker

Chay Cruel is currently the Managing Director of Wellmade Manufacturing Corporation, makers of the Speed Detergent, Winrox Bleach and Select Soy Sauce & Vinegar brand. He previously worked with Asia Brewery as Vice President for Asia Brewery- Non- Alco Marketing, Business Development and International Business. He was responsible for Domestic non-alco products like Cobra Energy drink, Absolute Distilled water, Summit Water, and Vitamilk. He is the youngest recipient of the Agora Marketing award for Marketing Management by the Philippine Marketing Association in 2016 for his success with Vitamilk Soymilk drink and he is also the first YMMA - Young Market Master Awardee in 2006 for Consumer Brand Management for the success of C2 Green Tea. He has gained a lot of experiences handling developmental products from product development up to product launch. For the past 20 years, his brand management skills have been developed through FMCG companies like Purefoods Hormel, RFM and URC.

 

He took his undergraduate degree at Miriam College – Bachelor of Arts in Business Administration. He took his Masters of Business Administration at the De La Salle University. He was also active on the academe before teaching subjects on Brand management and was voted as  Board of  Directors for AME (Association of Marketing Educators of the Philippines).

 

He has an article in Josiah Go’s and Chiqui Escareal-Go's – Principles and Practices in Marketing in the Philippine Setting and Agora Way book of the Philippine Marketing Association.