Macrison’s strategic approach to product management is the stage – gate model of process of product management.Whether you are looking to develop a new product or re-develop a product because of a downturn in its life cycle, the stage/ gate process is a very good process for managing this key function of marketing.
This model breaks the development processes into gates. At each gate, a key decision maker or steering committee evaluates the situation before deciding to invest in taking a product to the next gate. This ensures that irrational or emotional decisions don’t create an over investment in a product that has no future.
Typically the gates in the process are as follows. Note they can be varied depending on the type of product or company implementing this process.
- Stage 1 – Discovery
- Stage 2 – Scoping
- Stage 3 – Business Case
- Stage 4 – Development
- Stage 5 – Testing / Validation
- Stage 6 – Launch
If you want to take your product management to a more disciplined and professional level call us for an assessment of this process on your business.
We also provide new product specific marketing, creative and communications services.
These include:
- Focus groups
- Naming
- Labeling
- Packaging
- Point of Sale
- Public Relations
- Social Media
- Launch services
We are totally committed to providing a complete product management service to ensure your new product is an overwhelming commercial success.