DEFINITIONS

Definition of product related terms used in the Guide:

For the purposes of this guide the following terms are defined as follows:
Product range: The total product range that you are developing for a particular market eg. Export
Product Range.
Style: A distinctive common aspect that appears in all products, determined by the raw materials, the
production techniques or inspiration behind the products eg Contemporary, Traditional, Classic.
Theme/Story/Concept: A subject of trend where ideas are drawn and collated from common inspiration
to create a unified look.
Storyboard/Concept board: A visual representation of the above.
Product group: Groups of products that have the same overall function or are produced from the same
material type.
Collection: Families, groups or sets of products that have common elements of design linking them to
each other eg. decoration, shape, finish.
Product line: An individual product.

Your Product
Development Plan
Templates, Tools
and Working Examples

Designed and written by Aileen Brindle

CONTENTS
INTRODUCTION

Page 5

Introduction and Workbook summary

STEP 1: BUSINESS REVIEW

Page 6 Questions
Page 7
Example

STEP 2: MARKET RESEARCH

9
Customer survey template
Questions (Sections 1-5)
Example (Sections 1-5)
Example: How to read a storyboard
Questions (Sections 6-7)
Example (Sections 6-7)

STEP 3: CRITICAL PATH

Template
Example

Page
Page 12
Page 13
Page 14
Page 15
Page 16
Page 18
Page 19

STEP 4: RANGE STRATEGYPage 20

Page 21

Questions
Example

STEP 5: RANGE STRUCTURE

Page
Page
Page
Page
Page
Page
Page

22
23
24
25
26
27
27

STEP 6: PRODUCT REVIEWPage 28

Page 29

STEP 7: RANGE BUILDINGPage 30

Page 31
Page 32
Page 32

STEP 8: RANGE PLANNINGPage 33

STEP 9: DESIGN BRIEF

Sales record sheet

Example
Sales analysis questions (major product groups)
Sales analysis Example
Sales analysis questions (minor product groups)
Price point comparison questions
Example
Line by line sales analysis
Example
Template
Example
New products required calculation
Example

Page 34

Template
Example

Page 36
Page 37

Template
Example

STEP 10: DESIGN AND SAMPLE DEVELOPMENT

Page 38
Page 40

Visual examples
Collection development visual

STEP 12: SAMPLE FEEDBACK FORM

Page 42

Template

YOUR PRODUCT DEVELOPMENT PLAN: Templates, Tools and Working

Examples
4

INTRODUCTION:
This workbook provides templates, tools and working examples to be read and used in conjunction with
Your Guide to Product and Range Development. It is not designed to be read without first reading the
guide. The guide aims to provide direction on both internal and external analysis and action required for a
systematic, informed and creative approach to product and range development. This workbook enables you
to record your findings, and provides relevant management tools and completed examples to support you
at each stage of the process. Each relevant section of the workbook is referenced in the guide.

In summary this workbook includes the following:

Templates of each Step of the Product Development Plan (PDP) described in the guide. The templates
include the questions asked at each Step in the process and a blank section for you to complete. You
can answer the questions directly in the workbook or digitally using the enclosed cd. This workbook is
written in Word, allowing you to alter the templates to suit your own plan.

Management tools such as a critical path, customer questionnaire, design brief, and sample feedback
form as well as suggested formats for recording and analysing sales, range building and range
planning are included. These provide direction on the relevant information to use for your own Product
Development Plan. They are also written in Word and are included on the enclosed cd, allowing you
to apply them to your own business accordingly.

Completed examples of the plan and illustrations are provided to guide you though the steps of the
process described in the guide. Please note that the example company is totally fictitious and that the
figures used are unrealistic, and over simplified for illustration purposes only.

STEP 1

BUSINESS REVIEW
Mission

PRODUCT DEVELOPMENT PLAN: QUESTIONS

What is the name of your Business?
What does your Business do?
In which country are you based?
In which region or countries do your sell your products?
Why do you do it and what are your business values?

Style

What are the distinctive features that form a thread though

your product ranges?
How would you define your product style?

Current Business
Position

What products do you sell?

What market do you currently sell to?
What distribution channel do you use?
What is your general pricing policy?
What promotional tools do you employ?
What is the current financial position (turnover/profitability) of the
business?

SWOT Analysis

How can you build on the strengths that you have identified?
How can you address the weaknesses that you have identified?
How can you take advantages of the opportunities that exist?
How can you protect yourself from the threats that exist?

Financial
Objectives

What is your forecasted turnover for the next year?

What % growth has been forecast?
What is the forecasted turnover for the next 3 years?
What % growth has been forecast?
Is your budget for product development going to increase, decrease or
stay the same?

STEP 1
BUSINESS REVIEW

PRODUCT DEVELOPMENT PLAN:

Mission

What is your business called? The Indian Craft Connection

EXAMPLE

What do you do?

Export traditional and contemporary Indian crafts
Where is your business based? Mumbai, India
Where do you export? Europe
Why do you do it and what are your business values?

We aim to be engaged in profitable export of crafts providing sustainable

employment for crafts producers

We promote traditional crafts, in order to help keep traditional skills alive

We promote the ability of crafts people to transfer traditional techniques

into contemporary designs
Style

What are the distinctive features that form a thread though

your product ranges?
Traditional Indian raw materials, decorative techniques and motifs
How would you define your product style?
Traditional and contemporary Indian style

Current Business
Position

What products do you sell?

Wood, metal, and glass, gifts and homeware items
What market do you currently sell to?
European mid-market department/chain stores
European Fair trade market
What distribution channel do you use?
Wholesale
What is your general pricing policy?
We aim to offer a value for money attractively priced core range. We calculate
prices on a cost plus basis, targeting 30% gross margin. We currently have no strong
price point structure within our range.
What promotional tools do you employ?
Cd catalogue 2x/year, Web promotion, Delhi trade fair, Ambiente
What is the current financial position (turnover/profitability) of the
business?
2007= 200,000$ turnover
2007= 60,000$ gross profit (30%)

SWOT Analysis

How can you build on the strengths that you have identified?
Product:

Use good relationship with customers to request more information about

their market needs and trends etc

Utilise crafts peoples ability to adapt by providing more frequent trend

information

Develop more cohesive trend lead collections for mid-market, high-mid

market

Develop customised ranges for existing and new customers

Place:

Continue to build strong relationships with suppliers

Implement a systematic order progressing system with suppliers and

customers
Price/Promotion:

Promote high margin possibilities via discount structure to customers

Investigate sales/design agency possibilities within existing strong

customer base in Europe
How can you address the weaknesses that you have identified?
Product:

Improve quality assurance measures

Promotion:

Improve quality of presentation in all promotions

People:

Employ a design liaison manager to liase with customers and suppliers and
progress development of ranges
How can you take advantage of the opportunities that exist?
Product:

Develop themed ranges

Develop customised ranges for customers

Promotion:

Promote the above opportunity in Europe

Investigate sales/design agency or distributor for high-mid market in

Europe

Increased promotion of social/fair trade aspects of business via monthly

newsletter
How can you protect yourself from the threats that exist?
Product/promotion/price/place

Continue to react swiftly to trend changes, quality improvements and

attractive pricing packages to compete with growing competition from
China and Vietnam

Financial
Objectives

What is your forecasted turnover for the next year?

240,000$ (Year 1)
What % growth has been forecast?
20% (Year 1)
What is the forecasted turnover for the next 3 years?
Year 2 (276,000$), Year 3 (317,400$)
What % growth has been forecast?
Year 2 (15%), Year 3 (15%)
Is your budget for product development going to increase, decrease or
stay the same?
Increase (Employment of new design liaison manager)

STEP 2: CUSTOMER SURVEY:

TEMPLATE

In order to continue to meet the needs of our existing and new customers we are compiling
information about our market and the buying needs of our clients. Please help us help you, by
taking a few moments to complete the following questionnaire. Thanking you in advance!
Name of your Company:

Contact Person:

Please underline or * all relevant responses

QUESTIONS ABOUT YOUR ORGANISATION:
1.Please indicate which sales channels are used by your company
Internet/mail order/retail/wholesale/agents/other - please specify:
2. Please indicate which gift and homeware products you are currently buying:
glassware/wood/metalware/textiles/basketry/ceramics/leather/other
3.If possible please indicate which of the above product groups are experiencing most sales
growth in your business:
QUESTIONS ABOUT YOUR MARKET:
4. Please indicate which market segment/s your business is mainly targeting
Low/low-mid/high-mid/high/niche please describe:
5.Please indicate all relevant information about your end consumers
Sex: mostly women/mostly men/mixed/dont know
Age: under 25/25-35/35-45/45-55/55-65/0ver 65/dont know
Occupation: Managerial/Professional/Clerical/Skilled manual/semi-skilled/Pensioners
Motives: trend conscious/slightly influenced by trend/not at all trend conscious/mixed/dont
know
Motives: always ethically conscious/sometimes ethically conscious/never ethically
conscious/mixed/dont know
QUESTIONS ABOUT YOUR PURCHASING DECISIONS:
6.Please indicate how your company normally purchases goods from overseas suppliers
Imports directly from supplier/via a European based wholesaler/via an overseas agent/via incountry purchasing office/other please specify:
7.From which countries are you currently sourcing most of your products?
8.Please indicate how your company prefers to source new products from suppliers
Purchasing offices/Internet/trade fairs/catalogues/visits from suppliers/cds/visits to
suppliers/other please specify
9.Please indicate what background product or company information you expect to receive from
new suppliers:

QUESTIONS ABOUT YOUR SAMPLING AND ORDERING PROCESS:

10. Please indicate in which months you do your product selection/ordering
For Autumn/Winter
For Spring/Summer
11.Please indicate in which months you start your sampling
For Autumn/Winter
For Spring/Summer
12.Please indicate the normal lead time required
On bulk orders
On repeat orders
13.Do you require pre-production and production samples?
Pre-production
yes/no
Production
yes/no
14.Do you have a seal system of final sample/pre-production/production sample?
yes/no
15. How frequently do you require order updates?
Weekly/15 days/monthly/prior to dispatch only/other please specify
16. Please provide details of your normal payment terms:
17.Please advise if legislation applies in your country to any of the product groups mentioned
above:

18.Do you have specific packaging and labelling requirements?

THANK YOU FOR YOUR TIME AND COOPERATION

10

STEP 2

11

MARKET RESEARCH

PRODUCT DEVELOPMENT PLAN: QUESTIONS

Customer Profile

What type of organisations are your customers?

What type of market do your customers sell to?
What is the profile of their end consumers?
Where, when and how do they source their products/suppliers?
What is their sampling and ordering process/cycle?

Promotional
Research

What are the planned promotions for the product range to be developed?
What is the launch date?
What is the deadline for final sample products to be available?

Market Growth
Areas

What product areas relevant to your existing range are forecast as

growing?
What product areas relevant to your existing range are forecast as
declining?
Which product areas forecast as growing do you have the potential to
produce?

Competitors

In which product groups do your competitors have particularly strong

products?
In what ways do you have a competitive advantage?

Legislation

In which product areas does legislation apply in which country?

Can you meet this legislation?
If you cant what action can you take to meet legislation?

12

STEP 2
MARKET
RESEARCH
Customer Profile

PRODUCT DEVELOPMENT PLAN:

EXAMPLE

What type of organisations are your customers?

Wholesalers, retail chains, distributors
What type of market do your customers sell to?
Mainly mid -mainstream market and fair trade market
What is the profile of their end consumers?
Mainly professional women, (ABC1), 35-55, influenced by trend and sometimes
ethically conscious
Where, when and how do they source their products/suppliers?
Some buy direct and others buy from in- country agents. New products are sourced
via trade fairs, visits to/from suppliers
What is their sampling and ordering process/cycle?
Sampling: Jan/Feb (Spring/Summer) and June/July (Autumn/Winter)
Selection/Orders: June (Spring/Summer) and November (Autumn/Winter)

Promotional
Research

What are the planned promotions for the product range to be developed?
For existing European market: Delhi Fair, cd catalogue, website update, Ambiente,
marketing tour.
For high-mid mainstream market: as above but also investigate sales/design agency
possibilities in Europe within existing customer base.
What is the launch date? January/February 2009
What is the deadline for final sample products to be available? November/
December 2008

Market Growth
Areas

What product areas relevant to your existing range are forecast as

growing?
Glassware, painted metalware
What product areas relevant to your existing range are forecast as
declining?
Wood
Which product areas forecast as growing do you have the potential to
produce? All of the above

Competitors

In which product groups do your competitors have particularly strong

products?
All of the above
In what ways do you have a competitive advantage?
We can adapt designs to trends quickly and can combine raw materials

Legislation

In which product areas does legislation apply in which country?

Paint finishes must be non-toxic
Can you meet this legislation?
Yes
If you cant what action can you take to meet legislation?

13

EXAMPLE: The following visual provides a working example on how to read a storyboard to
enable you to complete the following summary of relevant trends.

14

STEP 2
MARKET
RESEARCH
Trends and
Concepts

PRODUCT DEVELOPMENT PLAN: QUESTIONS

What are the main themes/concepts emerging as trends in the market?
What themes are relevant for your business?
What themes/concepts have you chosen to base your range development?
Briefly summarize the main trends for each theme for products relevant to
your business under the headings:
Products:
Materials:
Shapes:
Colour:
Techniques:
Finish:
Motifs:

Market
Opportunities/
Market Segment

What different product/market opportunities exist?

Define the market you are currently selling to in terms of low, mid or up
market.
Define the market identified in each of the above product/market
opportunities in terms of low, mid or up market.

15

STEP 2
MARKET
RESEARCH
Trends and
Concepts

PRODUCT DEVELOPMENT PLAN:

EXAMPLE

What are the main themes/concepts emerging as trends in the market?

Nostalgia:
A range inspired by craft traditions of ancient cultures.
Funky Fusion:
Fabulous and funky finds from near and far combine in this funky fusion of bold
colours and contrasting materials.
What themes are relevant for your business? Both
What themes/concepts have you chosen to base your range development?
Nostalgia
Briefly summarize the main trends for each theme for products relevant to
your business under the headings:
Products: Storage jars, frames, boxes, candleholders
Materials: Wood, metal and glass
Shapes: Traditional and rustic shapes
Colours: Pale antiqued cream, and pale green for metal and wood paint finishes,
hints of blue and green for glass
Techniques: Intricate patterning in etched decorated glass, carved wood, cutwork
metal, and embossed metal
Finish: Paint finishes on wood and metal to be matt and antiqued, glass to be clear
but tinted
Motifs: Traditional Indian block print paisley, vine or floral motifs

Market
Opportunities/
Market Segment

What different product/market opportunities exist?

Continue to satisfy existing market, and expand mid market retailers/chain store
market by:

Offering more trend oriented themed ranges via Delhi Fair, and Ambiente

Offering more customised products by promoting design services

Continue to satisfy existing fair trade market, and expand customer base in growing
fair trade market by:

Offering core ranges in themed concepts via Delhi Fair, marketing tour,
website/cd

Offering more customised product by promoting design services

Providing more frequent information about fair trade aspects of business

Target high-mid market mainstream retailers/wholesalers by:

Offering more trend oriented themed ranges via Ambiente and sales/design
agency

Offering more customised product by promoting design services

Define the market you are currently selling to in terms of low, mid or upmarket mid-market, niche
Define the market identified in each of the above product/market
opportunities in terms of low, mid or up market.
Mid and High/mid-market.
(Targeting high-mid by adding value via customised product and more themed
ranges)

16

STEP 3
CRITICAL

PRODUCT DEVELOPMENT PLAN:

17

PATH

TEMPLATE

Date line

Action

STEP 3
CRITICAL PATH

Person responsible

PRODUCT DEVELOPMENT PLAN:

18

Budget

EXAMPLE
Example Date
line

Action

Person responsible

JAN 08

Business Review Team meeting

Revisit SWOT analysis

JAN/FEB 08

Market Research:
Customer questionnaire
Promotion research
Review competition/growth areas
Trend review

Marketing Director
with team (design and
sales)

MAR 08

Defining Range Strategy; Team meeting

MAR 08

Sales analysis

APRIL 08

Defining Range Structure: Team meeting

APRIL 08

Product Review

MAY 08

Range Building/Visiting suppliers

JUN 08

Range Planning

JUN 08

Creating Design Briefs

JULY/AUG/SEPT
08
SEPT 08

Design and Sample Development

SEPT 08

Sample testing

SEPT 08

Sample evaluation

OCT 08

Revising samples

OCT 08

Packaging development and costing

NOV 08

Product Selection

NOV 08

Final costing and pricing and coding

NOV 08

Promotional planning/stand design

DEC 08

Photography of samples/production of
duplicate samples

Team as above
Product manager
Team as above
Product
manager/design team
Designers
Designers
Design manager
Designers

Sample Costing

Designers/Product
manager
As above
Designers

DEC 08

Development of promotional material and

price lists

JAN 09

Pre-launch Web/email promotion

JAN 09

Pre-launch mailing

JAN 09

Shipping of samples for international trade

fair

FEB 09

Product manager
Sales manager
Product manager
Design manager

As above
Designers/Product
manager
Sales and Design team
Product Manager
Sales team
Product manager
Sales team
Sales team

Trade fairs (Ambiente and Delhi)

19

Sales team
Product Manager
Sales team

Budget

STEP: 4
RANGE STRATEGY

PRODUCT DEVELOPMENT PLAN: QUESTIONS

Commercial objectives (forecasted turnover for

range)

Promotions planned

Target Market Segments

Guidelines from pricing strategy

Overall style and important distinctive elements

Themes/concepts

Social/Environmental considerations

20

STEP: 4
RANGE STRATEGY

PRODUCT DEVELOPMENT PLAN:

EXAMPLE
Commercial objectives (forecasted turnover for
range)

240,000 us$ (20% growth)

30% gross margin

Web update and cd launch

Ambiente
Delhi Fair
Possible design/sales agent

Promotions planned

Target Market Segments

Europe:
Mid-market mainstream retailers (Web update and
cd launch, Ambiente, Delhi Fair)
Fair trade (as above + marketing tour)
High-mid mainstream (trade fairs + design/sales
agent)

Guidelines from pricing strategy

The Core range needs to offer value for money

prices at 30% gross profit margin. Calculate on
cost-plus basis but use research and customer
feedback to adjust prices accordingly. Introduce
price point structure to core range.

Overall style and important distinctive elements

Traditional and contemporary Indian style

Traditional craft techniques and motifs, mixed with
contemporary finishes. Create impact by
developing collections of products using same
techniques/motifs.

Themes/concepts

Nostalgia:
A range inspired by craft traditions of ancient
cultures

Social/Environmental considerations

21

Continue to work more closely with glass

and metal crafts businesses to enable
development of new ranges and
techniques.
Ensure that crafts people are supplied
with non-toxic paints.
Ensure that suitable safety equipment is
worn by glass and metal craftsmen.
Decline in wood sales needs attention:
develop longer term strategy for building
up design strengths, quality and
sustainability of wood suppliers aiming to
rebuild sales next year.

STEP 5: RANGE STRUCTURE: SALES RECORD:

YEAR:
Currency:
Total
Product
% of
Customer 1
order
Group 1:
value
value
Value
Order 1
Order 2
Order 3
Order 4
Total for
year

PRODUCT DEVELOPMENT PLAN:

Product
Group 2:
Value

Customer 2
Order 1
Order 2
Order 3
Order 4
Total for
year
Customer 3
Order 1
Order 2
Order 3
Order 4
Total for
year
Grand total
of order
value
(turnover)

22

% of
value

Product
Group 3:
Value

% of
value

STEP 5: RANGE STRUCTURE: SALES RECORD:

YEAR: 2007 Value in US$
Total
PG1: Glass
% of
India
order
Value
value
Imports
value
Order 1
30,000
15,000
Order 2
10,000
10,000
Order 3
30,000
15,000
Order 4
10,000
10,000
Total for
80,000
50,000
year 06

PRODUCT DEVELOPMENT PLAN:

PG2: Wood
Value

% of
value

EXAMPLE

PG3: Metal
Value

5,000

10,000

5,000

10,000

10,000

20,000

% of
value

House and
Home
Order 1
Order 2
Order 3
Order 4
Total for
year 06

20,000
10,000
20,000
15,000
65,000

10,000
10,000

20,000
10,000
20,000
5,000
55,000

10,000

200,00
0

90,000

10,000
20,000
5,000
25,000

10,000
20,000

20,000

DaliDali
Order 1
Order 2
Order 3
Order 4
Total for
year 06
Grand total
of order
value
(turnover)

10,000
5,000
10,000

5,000
10,000
5,000
10,000

20,000
45%

40,000

23

25,000
20%

70,000

35%

STEP: 5

PRODUCT DEVELOPMENT PLAN:

QUESTIONS
SALES ANALYSIS: MAJOR PRODUCT
GROUPS

RANGE STRUCTURE

What % of the total sales did each major

product group sell during last year?
What was the most successful major product
group (in value terms)?
What was the least successful product group?
Do you know why?
Which successful major product areas could be
expanded and how?
Which major product groups could be
discontinued (if any)?
Using the % breakdown, and the answers

Total turnover =
Product Group 1 =
Product Group 2 =
Product Group 3 =

above, decide how you want to structure your

new range.
Calculate what % of your total turnover you
want each major product group to achieve in
your new range.

24

STEP: 5

PRODUCT DEVELOPMENT PLAN:

RANGE STRUCTURE

SALES ANALYSIS: MAJOR PRODUCT

GROUPS

EXAMPLE

Glassware =45%
Metalware=35%
Wood =20%

What % of the total sales did each major

product group sell during last year?

Glassware

What was the most successful major product

group (in value terms)?
What was the least successful product group?

Wood
(Lack of new designs)

Do you know why?

Which successful major product areas could be

Glassware and metal ware (and

glass/metal combinations)

expanded and how?

Which major product groups could be

None

discontinued (if any)?

Using the % breakdown, and the answers

Total turnover = 240,000$

Glassware = 50% (120,000$)
Wood = 15% (36,000$)
Metalware = 35% (84,000$)

above, decide how you want to structure your

new range
Calculate what % of your total turnover you
want each major product group to achieve in
your new range.

25

STEP: 5

PRODUCT DEVELOPMENT PLAN;

QUESTIONS
SALES ANALYSIS: MINOR PRODUCT
GROUPS

RANGE STRUCTURE

What % of the total sales of each minor product

group did each minor product group sell during
last year?

What was the most successful minor product

group (in value terms) within each major
product group?

What was the least successful minor product

group?
Do you know why?

Which successful minor product areas could be

expanded and how?

Which minor product groups could be

discontinued (if any)?

26

STEP: 5
RANGE STRUCTURE

PRODUCT DEVELOPMENT PLAN

EXISTING PRICE POINTS

NEW PRICE POINTS

Product Group 1

Product Group 2

Product Group 3

STEP: 5

PRODUCT DEVELOPMENT PLAN

EXAMPLE

RANGE STRUCTURE

EXISTING PRICE POINTS

NEW PRICE POINTS

Product Group 1: Glass

Large Bottle: 17.25$, 18$,

17.5$

Large Bottle: 18$

Storage jars: 6.35$, 5$, 7.25$,

7.5$, 8$, 8.35$, 10.35$

Storage jars:
Small: 6$
Medium: 8$
Large: 10$

Candleholders: 4$, 4,25$,

5.25$, 6.5$, 6.75$, 7.75$, 8$

Candleholders:
Small: 5$
Medium: 6.5$
Large: 8$

Tea lights: 2$, 2,5$, 3$, 3.5$

Vases: 5.45$, 7.5$, 9.5$, 10$,
12$

Plates: 4.5$, 6.33$, 8$, 11$

27

Tea lights: 2,5$, 3.5$

Vases:
Small: 5.5$
Medium: 7$
Large: 10$, 12$
Plates:
Small: 5.5$
Medium: 7$
Large: 10$, 12$

28

STEP 6: STEP 6: PRODUCT REVIEW:

LINE BY LINE SALES ANALYSIS

PRODUCT DEVELOPMENT PLAN:

Product list

Value sold

Product Group 1
1
2
3
4
5
6
7
8
9
10
Et
c
Total
Mode
Product Group 2
1
2
3
4
5
6
7
8
9
10
Et
c
Total
Mode
Product Group 3
1
2
3
4
5
6
7
8
9
10
Et
c
Total
Mode

29

Sales
forecast

% of forecast

STEP 6: STEP 6: PRODUCT REVIEW:

LINE BY LINE SALES ANALYSIS (US$)

1
2
3
4
5
6
7
8
9
10
Et
c

1
2
3
4
5
6
7
8
9
10
Et
c

1
2
3
4
5
6
7
8
9
10
Et
c

PRODUCT DEVELOPMENT PLAN:

EXAMPLE

Product list

Value sold

Sales
forecast

% of forecast

Product Group 1: Glassware

Large Decorative bottle
Medium storage jar
Small Candle holder
Small storage jar
Medium candleholder
Tea light holder
Large storage jar
Large vase
Medium vase
Decorative plate

12,000
10,000
10,000
10,000
10,000
10,000
10,000
7,000
6,000
5,000

10,000
10,000
10,000
10,000
10,000
10,000
9,000
8,000
7,000
6,000

120%
100%
100%
100%
100%
100%
111%
87.5%
86%
83%

Total
Mode

90,000
10,000

90,000

100%

Product list

Value sold

Sales
forecast

% of forecast

Product Group 2: Wood

Large decorative box
Medium decorative box
Small decorative box
Medium mirror
Medium frame
Large frame
Small frame
Large mirror
Decorative incense holder
Decorative desk tidy

6,000
6,000
5,000
5,000
5,000
5,000
3,000
2,000
2,000
1,000

5,000
5,000
5,000
5,000
5,000
5,000
5,000
5,000
4,000
4,000

120%
120%
100%
100%
100%
100%
60%
40%
50%
25%

Total
Mode

40,000
5,000

48,000

83%

Product list

Value sold

Sales
forecast

% of forecast

Product Group 2: Metal

Large lidded Pewter bottle
Medium Pewter storage jar
Large storage jar
Small storage jar
Small frame
Large frame
Small decorative plate
Large decorative plate
Small box
Large box

10,000
9,000
8,000
8,000
8,000
7,000
6,000
5,000
5,000
4,000

8,000
8,000
8,000
8,000
8,000
7,000
6,000
6,000
6,000
5,000

125%
112.5%
100%
100%
100%
100%
100%
83%
83%
80%

Total

70,000

70,000

100%

30

Mode

8,000

STEP 7: RANGE BUILDING

Product list

PRODUCT DEVELOPMENT PLAN

FOB
Price

Estimated
quantity

Estimated
Value

%
Margin

Gross Profit

FOB
Price

Estimated
quantity

Estimated
Value

%
Margin

Gross Profit

FOB
Price

Estimated
quantity

Estimated
Value

%
Margin

Gross Profit

Product Group 1
Retained Products
1
2
3
Adapted Products
1
2
3
New Products
1
2
3
Et
c
Product Group 1:
Total
Product list
Product Group 2
Retained Products
1
2
3
Adapted Products
1
2
3
New Products
1
2
3
Et
c
Product Group 2:
Total
Product list
Product Group 3
Retained Products
1
2
3
Adapted Products
1
2

31

3
New Products
1
2
3
Et
c
Product Group 3:
Total
STEP 7: RANGE BUILDING

Product list

1
2
3
4
5

FOB
Price

Estimated
quantity

Estimated
Value

%
Margin

Gross Profit

%
Margin

Gross Profit

%
Margin

Gross Profit

12,000
12,000
10,000
10,000
10,000
54,000
FOB
Price

Estimated
quantity

Estimated
Value

Product Group 2:
Wood
Adapted Products
Large decorative box
Medium decorative box
Product Group 2:
Total
Product list

EXAMPLE

Product Group 1:
Glass
Adapted Products
Large Decorative bottle
Medium sized storage
jar
Small storage jar
Small Candle holder
Medium sized
candleholder
Product Group 1:
Total
Product list

1
2

PRODUCT DEVELOPMENT PLAN:

5,000
5,000
10,000
FOB
Price

Estimated
quantity

Estimated
Value

Product Group 3:
Metal
Retained Products
Large pewter lidded
bottle
Medium pewter storage
jar
Product Group 3:
Total

9,600
9,600
19,200

32

STEP 7: RANGE BUILDING: NEW PRODUCTS REQUIRED

PRODUCT DEVELOPMENT PLAN:

Product
Product
Product
Group 1
Group 2
Group 3

Turnover required/Product Group = (a)

(Figures from Step 5)

b) Turnover achievable/Product Group from retained,

adapted and existing new samples = (b)
(Figures from previous task above)
Turnover required by new developments (a)-(b)
Mode (Figures from Step 6) = (c)
Approximate number of new developments
required/product group
(a)-(b) divided by (c)

STEP 7: RANGE BUILDING: NEW PRODUCTS REQUIRED

PRODUCT DEVELOPMENT PLAN:

EXAMPLE
Product
Group 1

Product
Group 2

Product
Group 3

Turnover required/product group = (a)

(Figures from Step 5)

120,000

36,000

84,000

b) Turnover achievable/product group from retained,

adapted and existing new samples = (b)
(Figures from previous task above)

54,000

10,000

19,200

Turnover required by new developments (a)-(b)

66,000

26,000

64,800

Mode (Figures from Step 6) = (c)

10,000

5,000

8,000

Approximate number of new developments

required/product group
(a)-(b) divided by (c)

7+

6+

9+

STEP 8: RANGE PLANNING

PRODUCT DEVELOPMENT PLAN:

33

TEMPLATE
RANGE 1:

Cod
e

Product Group 1:

Product Group 2:

Product Group 3:

Products to be retained

Total =
Products to be adapted

Design details of
adaptations:
Collection to be developed
Total to be adapted=
New product samples
received
Total =
Starting points

Starting points for new

collections

Total number of new

products required

Details of new
products/collections to be
developed

STEP 8: RANGE PLANNING

PRODUCT DEVELOPMENT PLAN:

34

EXAMPLE
RANGE 1:

Products to be retained

Total =
Products to be adapted

Design details of
adaptations:
Collection 1 to be
developed

Total to be adapted=
New product samples

Cod
e

Product Group 1:
Glass

Product Group 2:
Wood

Product Group 3:
Metal

-Pewter lidded
bottle
-Medium pewter
storage jar

-Large
decorative bottle
-Medium sized
storage jar
-Small storage
jar
-Small
candleholder
-Medium sized
candleholder

-Large
decorative box
-Medium
decorative box

Adapt existing
successful glass
shapes and add
decorative metal
jali sleeve (5
items)

Develop new
brass inlay
design for
existing
decorative
boxes. (2 items)

Develop small and

large sizes of
existing pewter
storage jars (2
items)

Small
metallic/foiled
vase

Shell inlay box

Embossed metal
plate

received

Total =

Starting points

Glass mosaic
bowl

35

Starting points for new

collections

Total number of new

products required

Details of new
products/collections to be
developed

All above
suitable for
collections

All above
suitable for
collections

All above suitable

for collections

7+

6+

9+

Try metallic/
foiled glassware
collection: vase,
Large plate, tea
light, bowl
(4 items)

Try shell inlay

box and frame in
2 sizes each
(Small and Large
(4 items)

Try embossed plate

collection, plate,
frame (2 sizes) and
box (2 sizes), (5
items)

Try mosaic
glassware
collection: vase,
bowl, large
plate, medium
plate
(4 items)

Try cutwork
design in mirror
frame, small
picture frame
and large and
medium box (4
items)

Develop silver
enamelled bowls
and plates in 3
sizes each (6
items)

36

Step 9: DESIGN BRIEF

Name of Designer:

PRODUCT DEVELOPMENT PLAN: TEMPLATE

Theme:
Collection:

Description of important elements

of theme
Raw material to be used
Number of products required in
collection
Approximate dimensions of each
product

1.
2.
3.

Colourways required

Type of Finishing required

Important requirements regarding

legislation and quality
Target Fob prices:

1.
2.
3.

Contact person

Date of briefing:

Deadline: for concept/sketch

approval

Date required:

Deadline for first samples

Date required:

37

Signed:
Date approved:

Date approved:

Step 9: DESIGN BRIEF

Name of Designer:
Description of important elements
of theme
Raw material to be used
Brief description of product

Number of products required in

collection

Approximate dimensions of each

product

PRODUCT DEVELOPMENT PLAN:

Theme: NOSTALGIA

EXAMPLE

Collection: Glassware 1 (Jali)

Delicate pretty feel with aged finishes, intricate patterning, soft

antiqued colours, traditional shapes
Glass items with cutwork (jali) metal outer
The glass items sit in a cut metal (jali) sleeve with base. The jali
outer should cover 2/3 of the glass product. The base section, lids
of the jars and rims of the bottle and candleholders should be in
silver coloured metal.

1.
2.
3.
4.
5.

Large bottle
Medium Storage jar
Small storage jar
Medium candle holder
Small candle holder

1.
2.
3.
4.
5.

Large bottle = 35cm x 20cm

Medium Storage jar = 20cm x12cm
Small storage jar = 17cm x 11cm
Medium candle holder = 12cm x 9cm
Small candle holder = 10cm x 7cm

Colourways required

Clear glass with a hint of blue/green

Antiqued cream/white cut metal work
Silver coloured metal base and rims to jars and candleholders

Type of Finishing required

Glass: Body- clear, Base and rims silver shiny metal

Jali Metalwork brushed antiqued finish

Important requirements regarding

legislation and quality

Cut Metal must not be sharp, white paint must non-toxic

Target Fob prices:

1.
2.
3.
4.
5.

Large bottle - 18$

Medium storage jar 8 $
Small storage jar 6 $
Medium candle holder 6.5$
Small candle holder 5 $

Contact person

Date of briefing:

Deadline: for concept/sketch

approval

Date required:

Date approved:

Deadline for first samples

Date required:

Date approved:

38

Signed:

STEP 10: DESIGN AND SAMPLE DEVELOPMENT

PRODUCT DEVELOPMENT PLAN:

EXAMPLE

The following visuals illustrate the step-by-step approach of developing a new product and a
small collection, described in Step 10 of the Guide:

Refer to your best selling products

Refer to your research: Decorated glass ideas

39

Refer to your research: Cutwork decoration

Shapes to adapt

EXAMPLE: Collection idea: Building on the success of the best selling glass items, develop
a new collection adapting the shape and decorative techniques used. Apply the trend for

40

intricate decorative cut -work, using painted metal jali work as an outer decorative sleeve to
the traditionally shaped glass bottle, storage jars and candleholders.

Start with the head of collection:

Finalise shape and add dimensions:

Apply other design elements

ie. Decoration, colour, finish etc

Finish the head of collection

41

Create shapes for the other products in the collection adding the same design elements:

42

STEP 12: SAMPLE FEEDBACK FORM:

TEMPLATE

Dear Customer:
Please find enclosed the requested samples. We hope that they are to your satisfaction. In
order that we can continue to meet your needs please could you send us your feedback by
completing and returning the following email/fax
Customer Name

Date Samples Requested

Date Samples received

Please confirm if the samples arrived in

time for selection meetings

Yes/no

Please provide feedback on design of

samples

Please provide feedback on prices of

samples

Please provide feedback on quality of

samples

Please provide feedback on transit and

presentation packaging

Please specify if you require any

amendments

Date amended samples required

Please confirm if/when you will place an
order

43

We thank you for your time and cooperation and look forward to hearing from you soon.
CBI: YOUR EUROPEAN PARTNER FOR THE EUROPEAN MARKET
The Centre for the Promotion of Imports from developing countries (CBI) was established in 1971.
CBI is an Agency of the Ministry of Foreign Affairs and part of the development cooperation effort of The
Netherlands.
MISSION
CBI contributes to the economic development of developing countries by strengthening the competitiveness
of companies from those countries on the European (EU & EFTA) markets.
CBI stimulates and supports economic activities that are sustainable, socially responsible and
environmentally sound. This implies compliance with international social standards, more specifically ILO
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both legislative and market driven. CBI works with clients who subscribe and strive to comply with these
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Market knowledge
CBI has an intimate knowledge of the structures, characteristics, developments and requirements
of
markets in the European Union.

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CBI is able to provide technical assistance in improving products and production processes that
contribute to the competitiveness on the EU markets.

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Quality is of main concern to the consumers and end users in the European Union. There are
multiple
rules, regulations and standards on quality (originating from) stipulated by the European
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governments, trade & industry, non-governmental organisations, etc. CBI is able to coach
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business support organisations in meeting the requirements in this regard.

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Through its knowledge of the markets and its long year experience CBI is able to provide guidance
and market entry services to companies in gaining access to, maintaining and expanding market
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CBI market information tools
Although the content of its market information tools has been compiled with the greatest care, the Centre
for the Promotion of Imports from developing countries (CBI)is not able to guarantee that the information
provided is accurate and/or exhaustive, and cannot be held liable for claims pertaining to use of the
information.
In the case of the market publications, neither CBI nor the authors of the publications accept responsibility
for the use which might be made of the information. Furthermore, the information shall not be construed as
legal advice. Original documents should, therefore, always be consulted where appropriate. The
information does not release the reader from the responsibility of complying with any relevant legislation,
regulations, jurisdiction or changes/updates of same.
The information provided is aimed at assisting the CBI target group, i.e. exporters and business support
organisations (BSOs) in developing countries. It may, therefore, not be used for re-sale, the provision of
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44

that CBI is referred to as the source of the information. All other use is prohibited, unless explicitly approved
in writing by CBI. All images used in the guide have been selected for educational purposes only.
This Guide was designed and written by Aileen Brindle
Tel: 44 (0) 1943 880595 email: aileenbrindle@tiscali.co.uk
With thanks to: Henrique Hazelaar (CBI), Antoinette Gast (Tuyu) and Carla Peters for their helpful remarks
throughout the development of the Guide; Claire Wright for creating the beautiful illustrations in the
example section of the workbook: Step10; CDA Advertising & Print for artwork preparation: www.cdaltd.co.uk

45

46