New product development - Essay Example

Concept Testing Concepts are developed in order to eliminate the weak concepts and remain with strong concepts. The important function of a concept is to estimate the cost of the product. According to this concept, buying predictions are considered worthless because it does not give the real reflection. With regard to the concept on estimating sales, it is therefore important to consider who will definitely buy the product, who would probably buy, who might or might not buy, probably would not buy, and definitely would not buy.

The first concept generated about the product is the feature. The feature has been described in a manner that it is distinguishing the product from the rest. For example, the image of the beverage is to look natural. That distinguishes the product from the rest. Moreover, the design also looks different. The fact that the beverage is natural also means it is simple in making and in design with no chemicals. That is an attractive feature.The second feature is the benefit associated with the product is the positioning.

The product is positioned outside the school business on St Lawrence and 15th Street. The advantage associated is with the distance. The target group in this case is the students. The students will not have to walk long distances to search for their natural juice. The next concept is the cost. Since the beverage is made from fresh pressed apple cider, the cost will be affordable for all the customers. That is the concept and perception that the consumer will have. In addition, the target audience is the students hence the prices must be pocket friendly to win a huge number of students.