SIP PRESENTATION ON NEW PRODUCTDEVELOPMENT

By sowmya

15p71e00

64

DEFINATION

WHY NEW PRODUCTS

NEW PRODUCT CATEGORIES

STAGES IN NEW PRODUCT DEVELOPMENT

Idea generation Idea screening Concept testing and development Product development Test marketing Marketing strategy development Business analysis Test marketing methods Commercialization

NEW PRODUCT DEVELOPMENT PROCESS

REASONS FOR NEW PRODUCT FAILURES

POOR MARKETING RESEARCH TECHNICAL PROBLEMS INSUFFICIENT MARKET EFFORT BAD TIMING THE WRONG GROUP WAS TARGETING UNREALISTIC FORECAST INSUFFICIENT LEVEL OF AWARENESS

NEW PRODUCT LAUNCH

IS THIS HOW PEOPLE REACT WHEN YOU ARE AROUND ?

DO NOT WORRY WE HAVE THE

BEST SOLUTION FOR YOUR PROBLEM

AROUSING FRESHNESS

IN YOUR

WORKLIFE

STRENGTH Market Leadership Affordable Price Wide Range Of Fragrance Excellent Advertisement and branding

targeting the youth Good distribution , promotions and

campaigns for luring customers

WEAKNESS

only an urban market phenomenon

Deodorants market is highly competitive and hence limited scope to increase market share

OPPORTUNITY Expand in more varieties to make presence

felt

Eventually tie up with hotel chains and large organizations

THREAT Deodorants sales are seasonal

Competition from premium segment deodorants like AXE,GARNIER,

SET WET LTD etc., Emerging local players with lesser price

S.T.P.ANALYSIS SEGMENTATION

GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC

1,INDIAN 1, MIDDLE AGED ATTITUDE AND2,URBAN PEOPLE 2, MALE OR FEMALE BELIEF 3,MIDDLE TO HIGH {PEOPLE WHO PREFER TO USE INCOME GROUP DEODORANTS AND THOSE 4,WORKING PROFESSIONALS WHO DO NOT}

POSITIONING STATEMENT

“we offer 48 hours antiperspirant deodorants for catering to the needs of working professionals, aged between 20to 50 years”

v/s

MAJOR COMPETITOR

PRODUCT Our product would be offered in 180 mi pack It will be available in two packs, AROMA deodorant roll on and AROMA deodorant spray bottle. The design of the product would be attractive

PRICE

The deodorant would be introduced in the market at a price of RS 180

A margin of 10% would be kept for the wholesalers and a margin of 25% would be kept for the retailers

PLACE

Our product “AROMA” would be launched in national market It will be available in all major cities of India We sell our products at retail outlets , supermarkets , apparel stores Price quality interference-consumers perceives high prices as an

indicator of more quality

PROMOTION News papers Magazine Social networking sites Radio Television Internet Brochures Bill boards Promotional eventsOur promotion strategy would include promoting product by providingDeodorant in small bottles for trial purpose(only in selected stores)

CONTINGENCY PLAN

In case the product fails in the market , then we would come up with new product that will target youths.

We will reposition our product and some alteration will be made in its composition.

We will use the fixed facilities that we already have.

CHANNELS OF DISTRIBUTION We will be distributing our product via supermarkets in the country

like Big Bazar, Spencer's, Hyper city. We would also use traditional channel i.e., unorganised stores Our distribution channel length would have level of distribution, they

will include Manufacturer , Wholesaler , Retailer , Customer.

CHANNEL MEMBERS

To get adequate shelf space in the stores we would provide some discounts to channel members.

Initially we would keep our margins low and allow more margins to the channel members

PACKAGING Our packaging would be attractive and the bottle would be made of

metal. We would be printing a health tips for keeping skin healthy on each

bottle that will be produced. We will also providing sample products for trail purpose but that

would be done only in selected stores.