As explained before, a product must be repositioned through R&D when the distance between the desired position on the perceptual map – or on the semantic scales’ chart – and the product is too large. Research and development must also be used to introduce new products, since all marketed products must be based on R&D projects.
Using R&D to reposition a product or to introduce a new one is a four-step process:
•Identify the desired position on the perceptual map or on the semantic scales chart.
•Estimate the physical characteristics that correspond to this desired position (as explained in section VI.3).
•Develop an R&D project with the physical characteristics calculated above. This is done in cooperation with the R&D department as explained in section III.10.
•Introduce a new product or launch a new model of an existing one. Completed R&D projects can be used to reposition existing products with new models by modifying the physical characteristics that are the basis of consumers’ perceptions. They can also be used to introduce new products. In both cases, a coherent advertising campaign will have to be implemented at the same time to inform consumers about these changes.
Note that this process will take at least one period.