TO EXPLAIN TAM SAM SOM TAKING ILLUSTRATION OF PADMAN MOVIE

1. JAIPURIA
INSTITUTE OF MANAGEMENT
………………………………………………
LUCKNOW NOIDA JAIPUR INDORE
Subject- Design thinking for entrepreneurship
Course-PGDM General(B)
Submitted to- Prof. Shalini Verma
Submitted by- Twinkle Dalwani

2. INTRODUCTION TO DT
Design thinking is a process for creative problem solving. Design thinking
has a human-centered core. It encourages organizations to focus on the
people they're creating for, which leads to better products, services, and
internal processes.
Phases of DESIGN THINKING-
 E=Explore
 I= Ideate
 C=Create
 E=Evolve(prototype)

3. Exploring/SOM(serviceable
obtainable market
The first step is to explore.
This includes SOM(serviceable
obtainable market).
SOM
• it provides a realistic look at what
share of market a business can
reasonably capture in the next 3 – 5
years.
• To calculate the SOM, businesses need
to account for competition, marketing
strategies, pricing plans, and many
other variables.

4. Let us take an example of padman movie
• First step is to understand the problem.
• Like here, if women’s are not using
sanitary pads then severe disease can be
caused.
• Then he is analyzing why the price of other
company selling sanitary pads is high.
• So that he can find its(sanitary pads)
substitute in lower price.
• He gave his wife a packet of sanitary pads
to solve this serious problem, but due to
high price she refused to take it.

5. MAKING OF A PRODUCT
• First, he is collecting raw materials like
cloth, cotton, glue…
• Then he is trying to make sanitary pads
naturally.(without any cost)
He told his wife to try the
product(sanitary pad) made by him, but
first time he failed.
He tried to make the product second time
and requests his wife to try one more time
by saying “agar grahak mujhe btayega nahi
toh mujhe pta kese chalega”.

6. To know more about the product(made
by him), he is trying to get a feedback.
So he is preparing a quick feedback
form.
But not everyone is ready to try the
product.
He realized, “before giving any product to
customer, you should try it on yourself”.

7. He realized that he should first try the
product on himself rather giving it to
someone else.

8. He tried the
product but
failed again.

9. IDEATE
 In the ideation step of design thinking ideas are
generated.
 We look at the problem from different perspectives and
ideate innovative solutions to our problem statement.
 There are hundreds of ideation techniques we can use—
such as Brainstorm, Brainwrite, Worst Possible
Idea and SCAMPER.

10. Again explaining through padman movie
He went to another city and found that
there is difference between the cotton he
is using in a sanitary pads and cotton used
by other companies making sanitary pads
He searched and collected information from Google
and thought that rather making sanitary pad
manually he should try to make a machine making
sanitary pads.

11. Creation(Machine making process)

12. SAM(serviceable
accessible
market)/Evolve
 This includes review of new
opportunities.
 SAM provides an opportunity for
investors to mitigate risk.
 It proves our business case and
demonstrates an ability to pinpoint
and service the target market.
 If there turns out to be a mismatch
between the SOM prediction and
reality, it can lead investors to
doubt a business’s capability to
expand.

13. Now, in this movie he is reviewing new
opportunities.
As he took participation in India’s biggest
innovation competition held in IIT Delhi.
He participated and even got and
appreciation as “India ke pass padman hai”.
As sanitary pads sales increases he got
more of orders (national as well as
international).

14. TAM(total accessible market)
 TAM or Total Accessible Market is the total market demand for a product or
service.
Let’s understand by an example-
• As he said, other business going up and
down but this business (selling sanitary
pads) will always gain profit.
• Because till women having periods
sanitary pads will be sold.
• So, Sanitary pads will always be in demand
in market.

15. After so many years of hard work, he
was awarded as “ Padma Shri
Padman”
Getting the Padma Shri award was
the biggest achievement of his life.
After getting success his later
life was improved.
His wife appraised him and
accepted that using sanitary pads
is not a curse, rather it prevents
women from many incurable
diseases.

16. REAL PADMAN
 Arunachalam Muruganantham (Padman) is
a social entrepreneur from Coimbatore in Tamil
Nadu, India.
 He is the inventor of a low-cost sanitary pad-
making machine and is credited for innovating
grassroots mechanisms for generating awareness
about traditional unhygienic practices
around menstruation in rural India.
 His mini-machines, which can
manufacture sanitary pads for less than a third of
the cost of commercial pads, have been installed
in 23 of the 29 states of India in rural areas.
 He is currently planning to expand the production
of these machines to 106 nations.

17. CONCLUSION
• Padman helped to understand what design thinking is.
• Like he explored the problem.
• Then he want his wife and sisters to use sanitary pads but the price was
high.
• Then he made the product manually but failed several times.
• Then he thought to make the machine instead of making sanitary pads.
• There he succeed.
• Many women's appreciated his hard work as his product was cost friendly
and branded.
• He in fact took participation in various competition to let India know
more about his product.
• At last he was awarded with Padma shri padman the most precious part
of his success.
THANK YOU