NPD Accelerator Product Portfolios

The NPD Accelerator includes product attributes for marketing and launching your products. The Product Master Portfolio Page Layout provides several comparison portlets that allow you to compare your current plan of record with different scenarios. You can also track competitor information. The NPD Product Master Portfolio supports metrics for products. The Portfolio Products Dashboard includes portlets to assist with future project planning and the review of costs and revenues.
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The NPD Accelerator includes product attributes for marketing and launching your products. The Product Master Portfolio Page Layout provides several comparison portlets that allow you to compare your current plan of record with different scenarios. You can also track competitor information. The NPD Product Master Portfolio supports metrics for products. The Portfolio Products Dashboard includes portlets to assist with future project planning and the review of costs and revenues.
Products pass through the following five stages:
  • Development
  • Introduction
  • Growth
  • Maturity
  • Decline
Cost and revenues are tracked using existing 
CA PPM
 functionality. Product managers can track groups of products according to product line and brand with the portfolio power filter.
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NPD Accelerator Product Attributes
After a project is nearing completion (or even during the creation process), a new product is created in 
CA PPM
. Depending on your organization, you can track portfolios of products based on several factors. Ensure a balance between value and risk and understand how many products fall into each category. You can build portfolios using different attributes such as brand or product line, based on existing functionality for power filters.
The following NPD product attributes help you track products on the product portfolio dashboards:
  • Product Categories
    Label the product with the appropriate description as it relates to marketing.
    Values:
  • New to World
    • New to Company
    • Line Extension
    • Modification
  • Product Type
    Track the product type:
  • Platform
    • Technical Development
    • Product
  • Customer Segment
    The part of the customer base or of new customers this product address.
    Values:
  • Business
    • Consumer
  • Product Line
    The set of values that your organization specifies based on your manufactured products.
    Values:
  • Gadgets
    • Other
    • Widgets
    • Wingdings
  • Brand
    Where the product line delineates and the product fits from a manufacturing perspective, the brand name is used for marketing purposes. The NPD Accelerator includes a user-defined lookup to store company brand names.
NPD Accelerator Product Analysis
The NPD Accelerator provides a set of factors to help you determine the following four key marketing tenets:
  • Market Attractiveness
  • Competitive Position
  • Technical Capability
  • Customer Value Perception
These four areas are scored using a simple stoplight calculation. Each of the values is linked to a specific number which drives a green, yellow, or red stoplight display.
The product properties page includes Product Analysis that provides a section for each of the four market areas. To view the product properties page, click Products in the Portfolio Management menu. Select the product to view and click product analysis.
Market Attractiveness
To rate Market Attractiveness, the following questions are available:
  • Market Growth Projections
    • High Growth
    • Moderate Growth
    • Low Growth
  • Product Price Protection
    • High Price Protection
    • Downward Moderate Price Trend
    • Significant Downward Price Pressure
  • Product Extension Leverage
    • Significant Opportunity for Product Extensions
    • Moderate Opportunity for Product Extensions
    • Limited Extension Capability
Competitive Position
To rate Competitive Position, the following questions are available:
  • Competitive Position
    • Dominant Position
    • Top Tier Position
    • Market Trailing Position
  • Competitive Trend
    • Competition Declining
    • Competition Stable
    • Competition Increasing
Technical Capability
To rate Technical Capability, the following questions are available:
  • Technical Synergy
    • Known Technology with Expertise In-House
    • Known Technology with Expertise Available
    • Unknown Technology
  • Technical Delivery
    • Existing Delivery Environment In-House
    • Existing Delivery Environment Available
    • Delivery Environment Unavailable
Customer Value Perception
To rate Customer Value Perception, the following questions are available:
  • Customer Price Perception
    • Premium Price
    • Premium Price at Risk of Commodity Pricing
    • Commodity Pricing
  • Product Perceived Value
    • New Perceived Benefit
    • New Usage of Product
    • No Change from Existing Products
NPD Accelerator Competitor Product Tracking
To get a complete picture of the market landscape, track your competition. Gather information about competitive products and store that to use for comparison against your own products and product plans. The NPD Accelerator allows you to enter your competitors and track their products.
The Product Properties page has a check box that indicates that the product is a competitor product. The flag is used in all portlets and reports to differentiate between competitor and company-owned products.
To view the Product Properties page, click Products in the Portfolio Management menu, and select the product to view.