The "New Product Screening" process says one should ask three questions - R, W, W. This stands for - Is it real? Can we win? Is it worth doing? What does this mean?
• New product screening is when you screen new product ideas to spot good ones and dorp poor ones as soon as possible.
• R-W-W are: "Real, Win, Worth-Doing"
• Is there a real need for the product, and will customers buy it? Is there a clear product concept, and will such a product satisfy the market?
• Does the product offer a sustainable competitive advantage? Does the company have the resources to make such a product a success?
• Does the product fit the company's overall growth strategy? Does it offer sufficient profit potential?
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Principles of Marketing
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