Product Development Strategy with Examples

Product Development Strategy with Examples (Complete Guide)

Do you know how vital a good product development strategy is to develop and market a product or a product line successfully?

Without a properly designed product development strategy, any new or existing products are at a considerable risk of failure in the market, thus leading to loss of power and resources.

Product development Strategy includes the ways and actions used to market a new product or modify the existing ones to enter new markets.

Developing a product has several steps, from producing an idea to distributing products to customers. Each stage requires the strategy to be successful and generate revenue for a business.

We will discuss the product development stages and some commonly used product development strategies through this article.

What is a product development strategy?

Product development strategy is a subdivision of business strategy, and generally, all product strategies base on a new product development strategy.

It adjusts the instruction for the new product by demonstrating goals and through financing decisions. The focus of product development strategies is gaining an advantage over the competitors by marketing the product in the most favourable way to attain business goals like growth, revenue, sales, and profit.

Why is product development strategy important?

Product development strategy is necessary because it applies market research to establish a strategy for victory in selling products. Our general strategy should involve the techniques and methods we will utilize during each step of product development.

This can ease our conquer problems and concern on most beneficial approach. Making goals for generating various products can also modify the remaining products and spread our business.

What are the steps of product development?

Product development contains all features of producing novelty, from assuming a concept to giving the product to clients. When reorganizing a remaining product to develop a new interest, these steps certify the possible success of the qualifications at producing business. The stages of product development are:

Idea development:

Idea development includes imagination for new products and making existing products better.

Editing and selection:

While selecting, the product development team decides which idea can do best in the market.

Prototype creation:

Once they have chosen an idea, the organization must develop a draft version or prototype of its chosen product. We can use this prototype to decide if the product appeals to our desired audience.


At this step of product development, the organization does market research and estimates the possible issues with the product.

Product creation:

After inducing the data from the analysis into the prototype, the final product can be produced.

Market testing:

Before introducing the product to the audience, products are primarily introduced to a small market or some focus groups. The market testing stage involves estimating client response and the usefulness of products marketing.


Commercialization is the final phase of product development which happens when changes are made after market-testing, and the product is released to the market.

Benefits of product development strategy

Our business ability can be vital if we have a strong product development strategy to turn a plan into a beneficial product and then adjust it to compete within the market.

Our product development strategy can declare areas for advancement as well as which techniques are most helpful.

Observe how many ways would work for each stage to obtain profit from our product development strategy and make decisions based on past experiences.

Product development strategies

Most organizations create novelty while some only focus on modifying their current products, but this product development needs a clear execution strategy. Some of the beneficial product development strategies are here for describing a product and remaining competitive within our market:

  • Change ideas
  • Offer a trial
  • Increase product value
  • Modify an existing product
  • Specialize and customize
  • Create package deals
  • Create new product
  • Find new markets

Change ideas

change the product idea can be a strategy for developing a product. If the market is not acknowledging novelty, the organization may consider devoting its funds to analyzing what the market wants. Not all strategies will result in a fruitful product, so a desire to change techniques when required can be a productive strategy.

Offer a trial

One way to persuade the client is by offering a less expensive or free sample of the product. However, this method depends strongly on the product’s quality, and we assume that many customers who try the free trial will buy the full version.

This can also demonstrate to the customer ways in which the customer may benefit from the other products.

Increase product value:

Value can be increased by having the products in large quantities, including premium features, or adding customer support programs. Existing customers may buy your products to get a better deal, while new customers will come due to the added benefits.

Modify an already existing product:

This is to create a newer version of a product already existing in the market. Slight changes in the already present version can motivate the market to buy the improved performance. This particular strategy focuses on introducing or improving the features that the client would want to see.

Specialize and customize:

Products can also be customized or specialized for a specific group of customers to create a personal and unique gift. Personalizing the product to customers’ lifestyles and needs can help them choose your product over a competitor’s product that only provides a general version.

Create package deals:

Creating package deals may encourage the customers to buy more from you. In this strategy, customers are exposed to various products via assortments or sample packs which can help the customer with many different problems. Such deals may also tell a client to a product that wouldn’t think of purchasing otherwise, but they would want to buy it in the future.

Create new products:

Creating a new product that is related to your market is another method to create a product line. Determine what the customer is looking for and keep that in mind while developing new products. Also, keep in mind that this should not discourage the customers from purchasing other products.

A new product should add to your existing product instead of substituting it with the original product and encouraging the client to buy various products from you.

Find new markets:

Many products can be sold successfully in more than one market. So, an existing product can also be marketed to a different demographic or market. This involves targeting business rather than individual customers, expanding the product to a broader area, or marketing towards people of a diverse age group.

What is a new product development strategy?

A new product development strategy is a way to alleviate the risk in a product concept development, maintain a product line, make the product fit better in the market, and improve the sales of already existing products by enhancing them.

A product development strategy allows an organization to produce novel offerings to impress the customers and break the competition.

New product development strategy:

A well-designed new product development strategy helps avoid time, money, and resource wasting. A new product development plan helps organize research and product planning, catch customers’ attention and expectations, and correctly plan and resource your NPD strategy. An accurately designed new product development strategy also helps avoid:

  • Misreading and over-estimating your targeted market
  • Launching a poorly designed product or a product that does not fulfill the targeted customer’s needs.
  • Incorrect pricing of products.
  • We are spending more than estimated resources on the development.
  • You are risking your business to threats from unexpected competition.

Several essential steps in designing your NPD strategy are discussed below:

Define your product:

Defining the product accurately will help you and your team focus and prevent NPD failures like developing many products at once or running out of capital required for the development of the product.

Identify the needs of the market:

Thorough knowledge of your targeted market is required to develop a successful new product development strategy. A strategic, purposeful, and targeted approach to NPD ensures that the developed product fits the market.

Plan on the existing market research. Some additional research for testing the new product idea with the customer may be needed. For example, setting up customer surveys and focus groups.

Establish the time frame:

Adequate time is required for the development and implementation of the new products—the objectives for making the further product help determine the time frame and the implementation deadlines. Be realistic and thoughtful.

  • Race against the competitors requires efficiency from the team.
  • Demand for calendar events and seasonal products influences the aim to attain a specific launching date.
  • Being responsive to the demands and needs of the customer requires research time to make sure the right product is developed at the right time.
  • The resources attained for the NPD are influenced by sticking to business and maintaining all schedules.

Identify the key issues and approaches to solutions

Many tasks are involved in the development of a product that is suitable for the customers. The idea and nature of your business determine how many steps you have to take. Some actions may be skipped or some stages duplicated, or some started simultaneously. Following are the critical tasks required:

  • Forming and screening ideas.
  • Generating and filtering concepts.
  • Assessing concepts.
  • Analyzing business and market strategy.
  • Developing and testing the products in the market.
  • Implementing the strategy and commercializing the products.

Some examples of product development strategies are given below:

  • Develop innovative products/service areas other than the core product.
  • Make your intent clear via followers, innovators, or low-cost participants.
  • Develop a product portfolio keeping in mind the market position and risk tolerance.
  • Link your corporate vision to both the product strategy and the yearly budget.
  • Enforce the proper process for setting the new product strategy, good governance, and funding.

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