Shaping Strategies for Marketing a New Product: A Case Study

摘要

Quality function deployment (QFD) is one of the structured methodologies that helps companies understand customer requirements which results in significant reduction in product design costs and development time. The customer needs are transformed into marketing decisions using QFD methodologies. When introducing a new product, it is important to build the right marketing plan. In this paper, we aim at proposing a step by step methodology to identify which marketing strategies are decisive when marketing a new product successfully. The applicability of our proposed approach is shown on a marketing process of a food product.