Ch. 11- Developing and Managing Products

Developing new products is important in sustaining a business and helping it stay relevant in the its market. Innovation helps extend target markets and also lock down customer loyalty because it helps meet both new and existing market requirements. As it is, all businesses revolve around innovation.

The makers of Proactiv have evolved from the original solution made over 20 years ago.  In addition to the other skin care products they make, Drs. Rodan and Fields have reformulated the 3-step system from the ground up. The new product is called Proactiv+, and according to the Dr's, the new product strategy will help them achieve their mission- healthy, beautiful skin for all. The new solution contains powerful complexion-conscious skincare benefits, allowing users to clear and prevent breakouts so that their skin can flourish. Proactiv+ uses exclusive Smart Target™ Technology designed to deliver 50% more acne-killing benzoyl peroxide directly into the pores. They say this helps kill acne-causing bacteria at the source and also helps prevent new blemishes from forming while also reducing irritation. This is a good example of innovation. The makers of the solution recognize the needs of the consumers and made sure they adjust/modify their product in order to accommodate all needs.

Right now Proacvtiv is somewhere between the growth and the maturity stage and they have been for a long time now. Product lines are being extended to appeal to other market segments. They engage in heavy and aggressive brand advertising/ promotions and are rapidly making the product more accessible to consumers and customers all over the world.