After reading the chapter the chapter, the most important and final step of marketing in the new product devolpment process is commercialization. As the popularity of Shea Moisture increases, some retailers are using the label Shea Moisture African Black Soap for commercially produced cleansers. Shea Moisture African Black Soap is soft in texture, sometimes crumbly and varies in color from very dark brown to very pale tan. Most have a marbled color combination of these hues. This variation in color is due in part to the natural nature of the soap, roasting times of the cocoa pods, different combinations, levels of natural oils and Shea butter in soap.
The decision to commercialize the product sets several tasks in motion: ordering production materials and equipment, starting production, building inventories, shipping the product to field distribution points, training the sales force, announcing the new product to the trade, and advertising to potential customers. The time from the initial commercialization decision to the product's actual introduction varies. It can range from a few weeks for simple products that use existing equipment to several years for technical products that require custom manufacturing equipment. And the total cost of devolpment and initial introduction can be staggering.
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