Solar charger new product launch - Rahul avasthy

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NPD for an assignment at K J Somaiya

NPD for an assignment at K J Somaiya

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  • 1.  
  • 2.
    • Mobiles
    • I-pods
    • Digital Cameras
    • Smart Phones – PDAs
    • MP3 Players
    • … and many more!!
    Introducing first time in India – One Solution to all your Power Problems! A Solar Charger that charges all your electronic devices – Power the Solar Way!
  • 3. SWOT ANALYSIS
  • 4.
    • Marketing Objective:
    • To create product awareness among consumers
    • To achieve sales of 1 lac units in 1 st year of operation
    • To create multiple distribution channels
    • Financial Objective:
    • To achieve breakeven in the initial year of its inception
    Objectives
  • 5. Major Cities 20 Lifestyle Upper Class 140 Mn Cities 11 1. Adventurous 2. High Mobility Users 3. High Tech S E G M E N T A T I O N S E G M E N T A T I O N T A R G E T I N G T A R G E T I N G P O S I T I O N I N G P O S I T I O N I N G STP
  • 6. Preference Mapping
  • 7. Consumer Adoption
            • No of target consumers : 14 cr
    • No of consumers who would accept the technology :
    • 2.5% of 14 cr = 3 cr approx
    • No of consumers who will actually go in for the product :
    • 0.33 % of the people ready to accept the product (assumption)
    2 1 /2% Innovators 13 1 /2% Early adopters 34% Early majority 34% Late majority 16% Laggards Technology Adoption Process Target Consumers 1 st Phase
  • 8. What will I look like ? Who am I ? A multi utility charger running on solar energy What do I offer ? Charge Mp3, Mobile phones, I pods, Digi cams; 24 X 7 availabilty; Portable Whom do I offer ? High mobility users, Places having electricity shortages, Devices requiring high power consumption 4 P’s (Product) S01 LOW END S02 HIGH END
  • 9. Newspaper Ads (Local + Regional + National Newspapers) Proposed Frequency of Advertisements National – 1/ week (1 month) Regional – 1/ week (2 months) Local – 1/ week (2 months) 4 P’s (Promotion)
  • 10. Hoardings At Prime Locations in 5 cities Mumbai, New Delhi, Kolkata, Bangalore, Hyderabad (1 month) Kiosks at Malls At Major Malls in 7 cities Mumbai, New Delhi, Kolkata, Bangalore, Hyderabad, Chennai, Chandigarh (2 Sundays) 4 P’s (Promotion)…. Power the Solar Way!
  • 11. Radio Channels In Prime Radio Channels in 4 Cities Mumbai, New Delhi, Bangalore, Hyderabad 1 st Week – Prime Slots followed by non prime slots for a month Direct Marketing By Sales Representatives in all 11 cities of operations 4 P’s (Promotion)….
  • 12. Pricing objective: To offer a high end product at a premium price range of Rs 1700 to Rs 2200 to customers 4 P’s (Pricing) Cost Estimation: Raw Material costs @ 50% of product selling price Other Expenses @ 48% of product selling price Competitors Pricing Analysis: Unorganized Sector: Rs 200 – Rs 500 (normal chargers) Branded Players: Rs 500 – Rs 1500 (Eg: Sony – normal) Imported Solar Chargers: Rs 2000 – Rs 2500 Final Price: As per Product Model & Distribution Channel S01 S02 No. of Units Retails Sales 48000 12000 Bulk Sales 24000 6000 Institutional Sales 8000 2000 Price Retail Sales Rs 1500 Rs 2000 Bulk Sales Rs 1300 Rs 1750 Institutional Sales Rs 1200 Rs 1650
  • 13. In 1 st year of operation, 11 major cities of India will be covered starting with Mumbai 4 P’s (Place) Proposed Distribution Channels 1. Retail Sales: To target 1500 retailers by offering high margins of Rs 200 – Rs 300 & incentives on achieving Sales Volume. 2. Bulk Sales: Targeting Nokia in a tie up to sell our product through its distribution channels. 3. Institutional Sales: Targeting 4 Defence Canteens to sell our product at a discount in the range of Rs 1500 – Rs 1750 4. Direct Marketing: Employment of aggressive Sales Force to increase brand awareness and direct sales.
  • 14. In 1 st year of operation, 11 major cities of India will be covered starting with Mumbai 4 P’s (Place) Retailers (1500) Solio Pvt. Ltd. Consumer Bulk Sales (1) Eg: Nokia Solio Pvt. Ltd. sales branch (4) Direct Marketing Institutional Sales (4) Eg. CSD Sales Representatives Retail Sales Bulk Sales Institutional Sales
  • 15. Action Plan
    • Phase 1:
    • (In the first 4 months)
    • Production at our plant in Nasik to begin by Dec’07.
    • Product launch in Jan’08, starting from Mumbai and followed by New Delhi, Bangalore & Kolkatta.
    • 4 Sales Branches to be operational from Jan’08.
    • To create distribution channels of 400 Retailers & tie up with Nokia
    • Monthly Sales Review at HO, Mumbai & Branch offices.
    • Phase 2:
    • (In next 8 months)
    • To increase operations in other 7 major cities.
    • 1100 new retailers to be appointed and 4 institutional sales channel to be made operational.
    • Efficient after sales service to be deployed on the basis of reviews from Phase 1.
    • R & D on new product range to begin.
    • Monthly Sales Review.
    • Future Demand estimation to be done on basis of surveys, past sales analysis & expert opinions.
  • 16.  
  • 17. Future Scope
    • Phase 3: Launch of combi-electric chargers
    • Market Survey for Consumer Response
    • Expand sales to other cities
    • Product Variants:
    • Chargers with higher power capacity
    • Entering Rural Markets
  • 18. Thank You