The Impact Of Marketing Research On New Product Development
[NIGERIA BOTTLING COMPANY]

The steps are defined as below.
1.    Awareness: This is the most crucial step and the starting point for purchase. Brands must take sure that the consumer is aware of the presence of your brand in a particular product segment.
For example, if Tina wants to buy a toothbrush, and you as the marketing manager of Colgate wants her to buy your brand’s toothbrush, you have to make sure that you advertise well so that she is aware of the existence of such a brand for tooth brushes.  
2.    Knowledge: This is where your product will be evaluated against other brands by the consumer. Make sure enough (positive) knowledge is available about your product through the internet, retail stores and the product package itself. For example, now Tina, aware that there is a Colgate brand will try figure out what unique features and benefits you are offering over any other brand like Colgate and Oral-B.
3.    Liking: This is where the consumer builds a liking to your product. This is where your product is being considered for its emotional benefits, be sure to make them prominent. For example, now Tna has evaluated the pros & cons of buying a cool gate brush is for the elderly. As the marketing manager of coolgate, you have to make sure that there features that leave emotional impact, are taken care of properly in the marketing communication program. 
4.    Preference: By this time consumer may be convinced to try out your product, but may like other brands of tooth brush too. What is it that will make her prefer coolgate over the other brands? These points of differentiations or unique selling points need to be highlighted to make sure that the consumer like your brand more than the others in her consideration list. For example, Tina now may be actually considering buying a collgate toothbrush. But is she thinking that she will buy  it, to try it only or is she thinking that the next buy will also be a coolgate brush?