Launching New Products and Services - Kellogg School of ...

1 Launching New Products and Services MKTG 465-0-76 (Sat. 1:30-4:30) Wieboldt Hall 350 Professor Calpino - Winter, 2016 Course Summary: Professor Calpino will utilize a Best Practice and real-example story-telling approach to teach New product Introductions with an emphasis on new Products developed and launched inside the firm (vs from a start-up). Professor will use an end-to-end framework throughout the class term, starting from the Fuzzy Front End and ending with Commercialization and Launch. Professor Calpino will address New Products both at the perspective of the Project or Team Leader and from the perspective of the firm/company. Content will have a heavy emphasis on Consumer Packaged Goods best practices and principles.

2 Course will be taught by a highly experienced practitioner of New Products inside several leading Consumer Packaged Goods Companies for over 20 years, including more than 8 $100 million successful launches and 5 nielsen breakthrough Awards. He is currently leading a global innovation project for a large global CPG company - and consulting on innovation at the company level for 2 different CPG Clients. Course will include regular lectures on key topics as we go through the end-to-end journey, will include guest speakers nearly every week that will bring to the class some of the best and newest proven tools and techniques - and will include a group project, where teams will have the opportunity to put into practice the course principles.

3 Students will also be expected to interview practicioneers inside companies or agencies to identify Best Practices and share out with the class. Each class will follow a similar flow: - Instruction/Lecture Material - Class discussion of Required Readings and Best Practice Share-Outs - Guest Speaker - Discussion of Group Project/Team Presentations at Mid-Term and Final Grading Criteria: Class Participation: 25% Best Practice Share-Out: 25% Group Project: 50% Readings Requiring Purchase - 3 articles (highlighted) that must be purchased at - 2 books that can be purchased at the Norris or Downtown bookstores: 1. The Game Changer by Lafley 2. The Lean Start-Up by Eric Ries January 9 - Class 1: Course Overview, Introduction of End-to-End Framework Primary Focus Areas: - Instruction/Lecture: Overview of Course, Introduction to End-to-End Framework.

4 - Class Discussion of Readings - Introduction to Group Project and formation of teams. Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough innovation Report 2014 - How To Fly A Horse, Kevin Ashton Chapter 1 - The Game Changer, AG Lafley Chapters 2 (Book) - Steve Jobs, Walter Issaccson Chapter 10 January 16 - Class 2: Fuzzy Front End Primary Focus Areas: - Instruction/Lecture: Introduction to Fuzzy Front End , Ideation Stage - Guest Speaker Front-End innovation Agency leader - Class discussion on readings and Best Practice Shareouts. - Group Project discussion on Front-End Portion Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough Spotlight Meow Mix Tenders - The Game Changer, AG Lafley Chapter 3 (Book) - Playing to Win AG Lafley and Roger Martin Chapter 3 - Tactics to Spur Creativity, Sue Shellenbarger, Wall Street Journal, 4/2/2013 - Innosight Jobs-to-be-Done Primer Developing Consumer Solutions Using Jobs to be Done January 23 - Class 3: Ideation Stage Primary Focus Areas: - Instruction/Lecture: Ideation Stage Best Practice approaches and principles Lovers and Haters, Framing, Concepting.

5 - Guest Speaker on Jobs to Be Done, Concepts - Class discussion on readings and Best Practice Shareouts. - Group Project Discussion Front-End work Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough Spotlight Sargento Ultra Thin Slices - How To Fly a Horse, Kevin Ashton Chapter 2 - Little Bets, Peter Sims Chapter 3 and 4 - The Unlikely origin story of the Egg McMuffin Time, October 5, 2015 - A Brief History of Uber Julian Chokattu, Jordan Crook January 30 - Class 4: People, Teams and Culture Primary Focus Areas: - Instruction/Lecture: Ideation Stage Best Practice approaches and principles. - Guest Speaker on Emotional Intelligence and teams - Class discussion on readings and Best Practice Shareouts.

6 - Group Project Discussion preparing for Mid-Term Presentations. Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough Spotlight- Mio - 5 New Rules for a Winning Brand Launch Fast Company 3/7/12 - - The Wow Project , Tom Peters Fast Company, 4/30/99 - Emotional Intelligence, Daniel Goleman - Chapter 1 and 4 - Steve Jobs, Walter Isaacson Chapters 11-12 - The Game Changer Chapter, AG Lafley Chapter 9 (Book) February 6 - Class 5: Process, Stage-Gate, Development Stage, Mid-Term Team Presentations Part 1 Primary Focus Areas: - Instruction/Lecture: innovation Process, Stage Gate, Development Stage Overview - Class discussion on readings and Best Practice Shareouts.

7 - Group Mid-Term Project Team Presentations Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough Spotlight International Delights Coffee - The Game Changer, AG Lafley Chapter 7 (Book) - Perspective: The Stage-Gate Idea-to-Launch Process Update, what s new and next gen systems , Robert Cooper Journal of product innovation Management, vol 25, #3, May, 2008 pp 213-232 or at - Design Thinking, Tim Brown, HBR, June 2008 ( ) - innovation Killers , Clay Christensen, Willy Shih, HBR, January 2008 ( ) - Steve Jobs, Walter Isaacson Chapter 25 February 13 - Class 6: Early Prototyping Customer Collaboration - Development Stage Team Presentations Part 2 Primary Focus Areas: - Instruction/Lecture: Early Prototyping, Entering Commercialization Stage - Guest Speaker innovation Agency Leader on Prototyping - Class discussion on readings and Best Practice Shareouts.

8 - Group Mid-Term Project Presentations Part 2 Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough Spotlight Magnum Ice Cream - Nightline IDEO video on Shopping Cart - Steve Jobs, Walter Isaacson Chapter 30 - The Lean Start-Up, Eric Ries Introduction (Book) - Why the Lean Start-up Changes Everything - Steve Blank HBR May, 2013 ( ) February 20 - Class 7: Development Stage Qualification, Testing Primary Focus Areas: - Instruction/Lecture: Development Stage Testing, Qualification - Guest Speaker Concept and product Testing - Class discussion on readings and videos and Best Practice Shareouts. - Group Project Discussion Required Readings and Videos: Under Course Reserves on Canvas - breakthrough Spotlight: Reese s Mini s - Little Bets, Peter Sims, chapter 8 and 9 - Steve Jobs, Walter Isaacson Chapter 36 - Jay Leno sharpens his wit weekly at Hermosa beach comedy club LA Daily News 7/22/12 - The Lean Start-Up, Eric Ries Chapter 6 (Book) February 27 - Class 8: Commercialization Stage Primary Focus Areas: - Instruction: Commercialization Stage Excellence - Guest Speaker First Moment of Truth testing - Class discussion on readings and Best Practice Shareouts.

9 - Group Project Discussion Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough Spotlight - Belvita - The Lean Start-up, Eric Ries Chapter 4 and 5 (Book) - Customer Service Done Different and fast reinvention of a faceless product category Interview with Craig Dubitsky of Hello Adrian Swinscoe, , 12/13/13 - Steve Jobs, Walter Isaacson Chapter 29 March 7 - Class 9: The Big Launch The Real Beginning Primary Focus Areas: - Instruction: Launch Excellence, In-Market Tracking, Planning Year s 2-3 - Guest Speaker Leader of Successful Launch - Class discussion on readings and Best Practice Shareouts. - Group Project Discussion preparing for final presentations Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough Spotlight Bud Light Lime-A-Rita - Deep Inside Taco Bell s Doritos Locos Taco , Ausin Carr, 5/1/13 - - Steve Jobs, Walter Isaacson Chapter 15, 27 - The Lean Start-Up, Eric Ries, Chapter 7 and 8 (Book) March 14 - Class 10: Synthesis, Final Group Presentations Primary Focus Areas: - Final Team Presentations - Instruction Final Synthesis, discussion of pre-reads.

10 Required Readings and Videos: Under Course Reserves on Canvas - nielsen breakthrough Spotlight Mountain Dew Kickstart - nielsen breakthrough Report 2015 - Steve Jobs Biography Walter Isaacson, chapter 38 - Mountain Dew Kickstart generated more than $100M in first year says Pepsico Elaine Watson, 9/5/13