summer internship project 2016

1. SIP PRESENTATION ON
NEW PRODUCT
DEVELOPMENT

2. DEFINATION

3. WHY NEW PRODUCTS

4. NEW PRODUCT CATEGORIES

5. 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

6. NEW PRODUCT DEVELOPMENT
PROCESS

7. 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

8. NEW PRODUCT LAUNCH

9. IS THIS HOW PEOPLE REACT WHEN
YOU ARE AROUND ?

10. DO NOT
WORRY WE
HAVE THE
BEST SOLUTION
FOR YOUR
PROBLEM

11. AROUSING
FRESHNESS
IN
YOUR
WORKLIFE

13. 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

14. S.T.P.ANALYSIS
SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC
1,INDIAN 1, MIDDLE AGED ATTITUDE AND
2,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}

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

17. v/s

18. MAJOR COMPETITOR

20. 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

21. 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

22. 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

23. PROMOTION
 News papers
 Magazine
 Social networking sites
 Radio
 Television
 Internet
 Brochures
 Bill boards
 Promotional events
Our promotion strategy would include promoting product by providing
Deodorant in small bottles for trial purpose(only in selected stores)

24. 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.

25. 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.

26. 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

27. 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.