ABSTRACT

 In new product planning, the interest of the marketer is on considering the existing products as well as thinking of the new products to be developed it is important to note that the firms survival rests softly on their products hence products planning and development efficiency cannot be over emphasized here and that is why manufacturing organizations emerge in the present day economy. Also, organizations that are involved in production saw the need to effectively plan and develop their product so as to establish a long lasting impact in the market. And this must surely be ensured by capturing a greater part of the market at the expense of other competitors and having brands royals. This has a long run influence on the company bearing in mind that goods produced must satisfy consumer taste and wish. The study investigate the processes that are involved in planning and developing new products by manufacturing organization. The study employed survey research design by which data were generated by means of questionnaire. The questionnaire were administered on eighty staff of Guinness. The descriptive statistics and percentage analysis were used for the data analysis and the hypotheses were tested using analysis of variance (ANOVA). The results reveal that which means that new product development have influence on the customer satisfaction in Guinness Plc, it reveal that New product development have a significance impact on the customer retention in Guinness Plc. It hereby recommend that Guinness should try and meet up the demand for her products by matching supply. The production and marketing departments should accomplish this task as success and profit is determined through products. If there are difficulties implementing products planning some of these suggestions can be applicable.