Concept and Development Testing

The Business of Sport: W11007742

Stage: Concept Development and Testing

Word count: 497

Concept development is the third stage of the new product development; it is journey of the product before the finished product is available for buy. The concept development is used to test the success of the product, including different designs such as the physical appearance and different materials. (Armstrong, Kotler, Harker & Brennan 2009) The concept development process measures the consumer’s enthusiasm to a picture or written statement that’s been created about the product. (Lamb, Hair & McDaniel, 2008) It is essential the process adapts to the concepts in order for the manufacturing of the product to begin.

The ‘Deep Heat Bandage Support’ is currently in the concept development process. A visual portfolio should be created in order to show consumers the bandage appearance, how the bandage can be used and how it will benefit the customer. The benefits of the bandage are; it will be affordable. It will be reusable as the bandage generates menthol heat through exothermic crystallisation of supersaturated solutions. The bandage will be water-resistant therefore suitable for all athletes in all weather conditions. It benefits the consumer as it includes a heat menthol sensation providing adequate support, preventing further damage to the injury.

The concept development will be based on the material of the bandage whether it is made out of, Neoprene, Physicool, TubiGrip. Neoprene can be made water resistant therefore reusable whilst providing flexibility, resulting in the best possible comfort for the customer.

The concepts are then tested with potential customers; this is identified as concept testing. (Armstrong et al 2009) The customer’s reactions/responses help identify which concepts to develop further. The customer will be asked several questions about the product such as; did you understand the concept of the product? Did the bandage support your injury? Would you buy the product? (Armstrong et al 2009) By asking these questions the customers’ needs can be met, helping the product break into the correct market and reach its potential target audience.

Before the prototype is created there are still a number of questions to consider. For example;

Is there a gap in the market place? Yes, there is currently no evidence of an existing menthol heated support bandage in the market.

What is the perceived value? No more than £15. However, this will depend on the size of the bandage for example a knee support will be more costly than ankle support as it uses more materials.

Who is the target market? All athletes of all ages with injuries, however the product can also be aimed at non-athletes to widen the target market

Concept development and testing is used by organisations in the sport industry. FIFA used concept testing to evaluate the extent to see if footballs are in the exact same condition from the first to the last minute in a football game, testing was done under laboratory conditions (FIFA 2012).

The concept development and testing process outlines the best possible product, resulting in potentially being a profitable product in the market.

References:

Armstrong, G., Kotler, P., Harker, M & Brennan, R (2009). Marketing an introduction, Pearson Education Limited: Essex

FIFA (2012) FIFA QUALITY CONCEPT FOR FOOTBALLS. Available at: http://footballs.fifa.com/Quality-Concept (Accessed 23rd November 2012)

McDaniel, C & Lamb, C & Hair, J (2008). Introduction to marketing. London: Thomson Learning . p280-298.