An Analysis of the Commercialization on New Product Development
A new product is introduced into the market through the process of commercialization.
The last stage of new product development is the actual launch of the new product,
which will involve advertising, marketing and sales campaigns, that in turn will comprise
the bulk of the process’s expenses.[1]
The commercialization process will only be successful if the factors of the introduction
timing, the location of the launching and the identification of the target consumer group
of the new product are all satisfactorily answered.[2]
For instance, If I were tasked to market a new product – the Coconut Fruit Drink
Concentrate -- under the established Tang label, I would have to address the above-
mentioned factors and push the product’s advantageous qualities to become
competitive in the marketplace. These qualities of course will have been thoroughly
studied and tested in the earlier stages of its development.
What then are the product’s inherent advantages over the competition and the
challenges that it may face?
The most obvious thing about the new drink concentrate is its being a product under
the strong brand name Tang, which has an established range of premium fruit drink
concentrates. Strong brand names provide quality assurance to customers and reduce
the searching time in their purchases.[3] The next factor is the innovation introduced by
the drink concentrate. The coconut juice concentrate is a first of its kind. Consumers
who are fond of natural coconut juice, but cannot avail of it readily are the most obvious
target customers alongside those who are health-conscious and are adventurous in
their tastes.
The great tasting coconut juice is low in sugar, has no cholesterol, carries oxygen and
nutrients like potassium to the body and aids in cleansing the digestive system. Coconut
water can boost the body’s immune system and keep off viruses like the flu. Its role in
maintaining normal kidney function and alleviating sluggish digestion in pregnant
women is also notable.[4] All of these benefits will have to be emphasized in introducing
the new drink concentrate.
On the other hand, challenges to face may include the perception of the product
as a watered down version of the natural juice and as probably high in fruit sugar.[5]
In terms of the timing and location of the Tang Coconut Fruit Drink Concentrate’s
launching, the best option would be during the summer months, in places where
people exercise, in schools and in health and fitness centers. This is because the
drink can help cool down the body on a hot day, retain proper body temperature
and restore fluids lost following exercise.
The healthy image of the product can very well appeal to consumers of all ages.
A walking, jogging or similar sporting event can be staged to promote health-
consciousness and consumption of the drink after such activities.
The product can also capitalize on its promotion of a native fruit which may also
translate as a support to the country’s coconut industry.
[1] “Commercialization”, Wikipedia, 1 February 2011, <http://en.wikipedia.org/wiki/Commercialization>
[accessed 27 April 2011]
[2] ibid
[3] Kenneth E. Clow, Donald Baack, Integrated Advertising, Promotion, and Marketing Communications,
3rd edn., (Pearson Prentice Hall, 2007), p.39
[4] Nancy Tappin, “Coconut-Juice Benefits”, eHow food, 2011, <http://www.ehow.com/facts_5451810_coconutjuice-benefits.html> [accessed 27 April 2011]
[5] “What are the Disadvantages of Juice Concentrate if any?”, Todays Modern Woman,
<http://www.todaysmodernwoman.com/Non-Alcoholic-Drinks/231061.htm> [accessed 27 April 2011]
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