This new business analysis stage is crucial in the total process of new product development because several vital decision regarding the Acai project are taken based on the analysis done at this stage. This stage will decide whether from financial and marketing point of view, the project is worth proceeding with. Investment and profitability analysis of the project under different assumptions are made at this stage. The projects overall impacts on the corporations financial position with and without the new product are estimated and compared. The financial estimated would be reliable only if they are based on a fairly accurate demand forecast and related market factors. The marketing experts by now should have undertaken detailed exercises on the marketability of the product. They have to come up with information on the following aspects, in particular: estimate of demand for the proposed product.

A fairly reliable demand estimates is essential for evaluating the visibility of the proposed project. Demand estimation for intrinsically new product is being discussed in a separate section. If the proposed product is only a ‘me-too’ product, the demand for the product category has to be estimated and the likely share the proposed product can take, has to be evaluated. Seasonal patterns in consumption, if any. Major competitors, their market share, the dominant market segments held by them. Special market feature affecting demand. The marketing organization required for marketing the product whether the existing marketing organization set-up is required. If so, what would it cost?

Only when information on the above aspects is complete, meaningful estimate of overall profitability of the project can be made and it is based on the overall profitability picture that the corporation decides further. In feature films of Lenox and sponsor tale-serials, the cast is drawn from mostly established actors/actress. Most of them have period practice. In some of these productions, enterprising directors initiate new faces which they might have spotted. Before a recruit is assign a male, a screen test is taken to see how the person is able to behave in front of the camera. Mostly casting is the prerogative of the producer-director team. In mega budget projects, a separate casting director takes care of this function.

For a greater part of this century, we had to depend on a talented breed of commercial artist to transform our ingenious urges into artistic art works. These artists had different job-titles to finishing artists, paste-up and layout artistes and the designers. The designers today change a sum equivalent to the cost of personal computers to visualize a single ad movement. The desk-top publishing came as ground-breaking techniques a few years ago to finish the finished artists. Tomorrow, there may not be the need for them in any of the ad agencies.

By: Jenie Watson

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