a new product development process

1. Letter of Transmittal
April 12, 2016
The Lecturer
Ibnul Aziz
Department of BBA
Southeast university, Dhaka.
Subject: To submit a report on “New-product development on-Uniliver Smart phone.”
Dear Sir,
We are very delighted to submit the term paper on New-Product Development on Uniliver mobile
Phone product as the course material. Our main incentive is to prepare this term paper according to
your guidelines in accordance with your instructions. We have tried our best to produce our work as
per your structures and hope we believe we have done an adequate job considering our level of
experience and expertise and are able to relate the fundamental things with realistic applications.
We are extremely grateful for the opportunities that you gave us to express our innovative ability
and we earnestly hope that you will like the work that we have done. Furthermore, we stand by to
answer all queries regarding our work and pledge that our New Product Development is a unique
production culminated by the amalgamation of our varied skills and had work.
Sincerely Yours
On behalf of the group
Istiak Ahammad
ID : 2015010000455
Batch-39th
Acknowledgement

2. All praise to Allah, our creator and sustainer, for giving us the strength to prepare this
assignment. Our heart full thanks to our course teacher “Ibnul Aziz” for giving us an important
topic about the “New Product Development.” and also for giving suggestion as well as
guideline, which helped me in completing this report. As we are the student of BBA, most of us
(after completing BBA degree) will join in marketing sector so it is very important to know
about the strategy and process of new product development. The successful accomplishment of
this report is the outcome of the contribution and involvement of a number of people, especially
those who took the time to share their thoughtful guidance and suggestions to improve the report.
At first thanks to the officers of Bangladesh Telecommunication Regulatory Commission
(BTRC). Especially for their generous help through providing necessary information regarding
this report. These elements helped us a lot for preparing our report.
A manufacturing company must have a product to produce and to deliver to its consumers. This
product is the life of this company. That’s why a company should select and produce such
product which will be profitable for the company as well as beneficial for the targeted
consumers. This product can help the company to run a long way and to achieve the expected
amount of profit.
As a manufacturing company, we thought about such kind of product which would be profitable
for us, fill the necessity of the consumers, useful for environment as well as contribute to our
national economy in a large scale.
From this thought, we have searched for ideas of some new products. We have looked for
different internal and external sources. And we got huge ideas of new products. But most of
these could not fill our expectations. That’s why we were looking for more and more and finally
we got some good ideas.
At this time we started to select the best one which would be the most perfect to fill up the
contemporary necessity of people and have a great potentiality in future.
Finally we have selected a new product idea. As Bangladesh is an development country, we
thought about such type of product that would devolop our country. Everyone now use mobile
phones.Smart phone use many people.Teenagers are among of them.so we decided to produce
Uniliver Smart phone as per our brand value.

3. We must develop our new product ‘Uniliver Smart Phone’ through the product concept.
Primarily we tested our product on a piece of market in a popular Market. And we got the
expected result. People are very responsive to new features of the mobile,its so unique and new
disign.
Observing the initial result, we have been inspired and started taking steps to develop the product
quite largely. We started to follow and implement the new product development process.
We want to test the market and the acceptability of our product among the people. That’s why
we tried to sell a little quantity of ‘Smart phone’ in a popular market in Dhaka. Primarily it had
been tough to convince the people that it is more beneficial and less price than others smart
phones.
But after some experiment they started to believe that, yes, it works! Latter we observed that the
people have accepted our product as the alternative of other smart phones.
Finally we have decided to commercialize our new product ‘Uniliver Smart Phone’. Our aim is
to sell product up to 60 percent area in our country in the first year and in second year, we sell
our product up to 70 percent and some foreign countries.
For the planned long-run sales, the total marketing budget will be raised each year by about 5
percent. But other cost will be reduced about 7 percent per year after the first year.
As new smart phone we are connecting with television or internet, we are advertising this
product directly communicating with them and arranging seminars, test-free use etc.
Being a devolopment country, near about 13billion people use mobile phone in Bangladesh . So
we can find a large number of consumers for our new product ‘Uniliver Smart phone’ in our
country. That’s why we have taken plan to spread out this product all over the country as well as
many foreign countries where our brand and mobile phones plays a significant role in the
national economy of those countries.

4. We hope that the ‘Uniliver Smart phone’ can fulfill our expectations and easy to communicate of
the targeted consumers. As a result we can contribute to our national economy through changing
smart phone market and by this way it will be the most profitable product for our company.
TABLE OF CONTENTS
Serial. No. contents Page No.
Executive summary
Introduction 07
Origin of the Report 07
Objectives of the report 07
Purpose 08
Scope 08
Methodology 09
Limitation 10
Topic analysis 11
New Product development Process 11
Our New Product Development Idea 12
Overview of the Product 13
Process 14
Characteristics of the Product 15
Idea Screening
Market Segmentation
Concept Development and Testing
Markrting Strategy
Business Analysis
Product Development
Test Marketing
Commercialization
Market Segmentation:
SWOT Analysis
Environment
Marketing Mix

5. Sales forecast
Marketing Organization
Control
Goals
Conclusion
Bibliography
Contents of Tables, Graphs and Flowcharts
TABLE NO NAME Page No
GRAPH NO NAME Page No
FLOWCHART
NO
NAME Page No

6. Introduction
Origin of the report
Recently Education is also in the age of competition .So the procedures and standards of teaching
are upgraded by different universities and institution in our country .In respect to that report is
mandatory for every course in BBA program, offered by Department of BBA, Southeast
University, Dhaka.
In this respect our honorable course instructor has assigned us the report “New Product
Development” So we have prepared this report.
Objectives of the report
The main purpose of this report is to know about the process of new product development and
other purpose with related this process.
However, the objectives of this report can be summarized in the following:
• The main objective of this report is to understand the process of new product
development.
• To observe the market policy and market place in Bangladesh.
• To define what is new product?
• What is the present status of market in Bangladesh?
• To understand the practical idea about market.
• Finding and developing new-product and ideas.
• Knowing the stages of the product life cycle.

7. • Understanding how marketing strategies change during the product’s life cycle.
• Learning the steps in the new -product development process.
• To understand about new product development strategy.
Purpose
Our report has some purpose along with marketing plan for the 'Uniliver Smart Phone'. There are
some other purposes of this report as well.
• To get a clear concept about marketing plan,
• To get an overall idea about the Marketing Research,
• To find out the role of target market,
• To marking the problems for placing a new product in a market.
Scope
This study makes an attempt to cover within its scope almost all the significant aspects of New
Product development. It gives us an opportunity to do a team work where we all can show our
personal views, ideas, creativities and etc.
Methodology of the study:

8. To prepare the report we have to collect both primary and secondary data. The following sources
have been used for the purpose of collecting the data.
(1)Primary Data:
* The market environment of Bangladesh.
* Face to face conversation of the officers.
* Face to face conversation with consumers.
* Interviews with Mobile technician.
* Expert opinion.
* Discussion with the faculty members of the Department.
* Exposure on different desks of the other mobile company.
(2)Secondary Data:
* Sample copy of marketing plan.
* Report of the Bangladesh mobile company.
* Relevant book, newspapers, journals, website and various study reports.
* Website of mobile companies.

9. Limitations of the study
Although we have completed our report on new product development-Uniliver-Smart-phone.
The study report is not out of limitation due to some scope of opportunity. We faced some
limitations of the study which are given in the below:-
1. There is lacking of updated information’s.
2. Some information had not been found.
3. Due to lack of work experience, there is a change of having some mistake in the report.
4. Lack of knowledge about Smart phones.
5. We cannot properly use our time for completing our report, although we get huge time by our
lecturer.
6. As a result, we cannot collect more information about it.
7. We have lack of communication among our group members live different place in Dhaka city.
8. Another limitation is group work on the report, because some of group partners were inactive
to make our assignment and some partners cannot collect proper information about our
assignment.
9. We faced computer problem because our department’s computers are completely inactive in
our computer lab of our department.
10. We cannot get support properly in the time for making assignment from the out sides.
TOPIC ANALYSIS:
New Product Development: New products are the lifeblood of a company. As old products
mature and fade away. Companies must develop new ones to take their place. The development

10. of original products, product improvements, product modifications and new brands through the
firm’s own product development efforts.
The New Product Development Process:
Companies face a problem- they must develop new products, but the odds weigh heavily against
success. In all, to create successful new products, a company must understand its consumers,
markets and competitors and develop products that deliver superior value to customers. It must
carry out strong new. Product planning and set up a systematic, customer driven new product
development process for finding and growing new products. The eight major steps in this process
are given below:
Flow chart no :01

11. Our New Product Development Idea:
For developing new product successfully, a company must understand its consumers, markets
and competitors and develop products that delivers superior value to consumers and take plan.
The systematic source for our products idea. We have developed our product by using both
sources.
• Internal idea sources:
• R & D
• External idea sources:
• Customers,
• Competitors,
• Distributors,
• Suppliers.
New products are important to both customers and the marketers who serve them. For companies
new products are a key source of growth. In this report we are showing our new product
development idea. Our new product development idea is about a “Uniliver Smart phone"
'Uniliver Smart phone' one of latest 4G mobile phone with a cheap price than other mobile
brand.There have top quality sound , gorila glass which have never been used before.

12. Figure no. 01
Over view of the product:
“Uniliver Smart phone” provides a smarter and innovative qualityful phone inmobile world. It is
a useful used to everyone for smooth glass in the mobile. Anit reflector glass are includs in glass
, eyes are not effected in light.
Process:
Scientific Base: smartphone is a mobile phone with an advanced mobile opareting systym
which combines features of a personal computers operating system with other features useful for
mobile or handheld use. They typically combine the features of a cell phone with those of other
popular mobile devies such as personal digitan assaingment(PDA),
Technical Base: Media player and GPS navigation support Most smartphones can access the
Internet have a touchscreen user interface, with either an LCD, OLED, AMOLED, LED or
similar screen, can run third-party apps ,music players and are camera phones Most smartphones
produced from 2012 onwards also have high-speed mobile broadband 4G LTE , Internet ,motion
sensor and mobile payment

13. Figure No.02
Why do people choose the “Uniliver smart phone” than other smart phone in the market?
• “Uniliver Smart phone” is better than other smart phones .
• It will use this opportunities due increasing demand for pure quality and brand value
across the globe.
• The bigger advantage is that it is much cheeper than other smart phones.
• That is, it is totally technical friendly.
• The price of this product is low.

14. Characteristics of the product:
Fully unique product
Uniliver Smart phone is 100% unique smart phone.

15. Figure No. 03
Using sector
Everyone in the world and most of the younger genaretion.

16. Figure No.04
Process of using is very easy:
People use this mobile very easy by touch the icon in tha apps

17. Figure No.05
Idea Screening
At first, a company generates huge ideas in order to find a few good ones. Ideas can be
generated from internal as well as external sources. The purpose of succeeding stages is to
reduce that numbers. The first idea-reducing stage is idea screening which helps to select some
good ideas and drop poor ones as soon as possible. Then an idea is taken for developing a new
product such as natural anti-insect which is produced from mahogany seeds.
Concept Development and Testing
After developing concept, Uniliver smart phone needs for testing with a group of target
consumers. The concept may be presented to consumers symbolically or physically. We test this
product concept with consumers before attempting to turn it into actual this new product. As a

18. result, consumers then may be asked to react to it by answering questions such as those in
following---
• Do you understand the concept of Uniliver Smart Phone?
• What are its advantages compared with otherSmart phones?
• Are the people becoming satisfied by using this product?
• What would be a responsible price to charge for Uniliver Smart Phone?
• Are smart phones protected by Uniliver Smart Phone?
• Would you buy such this (definitely, probably, probably not, definitely not)?
The answers of these questions will help the company to decide about the potentiality of natural
anti-insect.
MARKETING STRATEGY
•
• OBJECTIVES: We have steady but a reachable objectives for the first Six month to make a brand
image for Uniliver smart phone ”.
￭ First Six month’s Objective: We are aiming at making our product a brand toward teenagers,
and youner people. In this regard, we make several campaigning.
• Target Market:
Uniliver smart phone’s market consists of consumers that mean farmers who want reasonable price,
easily using, variety in products, quality freedom to choose the product of their preference. We
aimed our consumers based on their benefit & usage rate. We differentiated each and every possible
user on the basis of their preference to deliver the highest value.
.

19. 1.Younger people
2. Teenagers
3.Middle class people
Every buyers wants to new featuers and looks and colours ,sizes,prices etc.
• SEGMENTATION
• Basic theme of mobile : Basic theme of mobile are generally introducing to people so they
use Uniliver smart phone and the price of this product is low so they take it easily and it is
benefit for us.
• General buyers: They are not introduce about Uniliver smart phone . So our aim is too
introduce them.
• Profasitional technician: They try to find the technical problems. It is important us to their
review because they are play a important roll to buy smart phones .
• Educated consumers: As they are educated so they are aware about this product and use it
easily.
• Uneducated cunsumers: We must careful to them. We arrange workshop and intoducing
campaign for them and give extra advertisement.
• Positioning:
Uniliver smart phone provides dual function of protecting eyes and not harmful for health and
environment. Not only that, it is safe than other smart phones and easy to use.

20. • Branding:
“Uniliver smart phone ” is aims at making a brand image. In this regard our company plans to make
these initiatives.
* Champs of the workshop
* Social Networking and Sharing Websites
* Searching needs and want
* Celebrating national days
* Free notice Board gift with our logo
* Giving customer pure satisfaction
* Searching needs and want
Business Analysis
In business analysis involves a review of the sales, costs and profit projections for a new product
to find out whether the satisfaction of the company’s objective.
Product Development
In product development step, R & D or engineering develops the natural anti-insect (from
mahogany seeds) into a visible product and calls for a large jump in investment. After all, it will
show whether the natural anti-insect can be turned into a workable product.
Test Marketing
After producing the Uniliver smart phone , it is tested in real market setting that gives us
experience with marketing the product before going to the great expense of all introductions.
When introducing a new product like the Uniliver smart phone requires a big investment, it will

21. be risky, so we may do a lot of test marketing. In this stage, we understand the possibility of
Uniliver smart phone in real market.
Figure No. 06
Commercialization
After test marketing, we collect the information about the Uniliver smart phone and take a final
decision about this product. Finally, we are introducing the 'Uniliver smart phone ' into the
market.
Flow Chart.02

22. Market Segmentation:
Domestic Market: Smart phones is the one of the latest contributor to GDP of Bangladesh. The
production system is labor intensive here. Youner people find a source of platform in our
country. Smart phone sector in Bangladesh is now in the process of transformation from
subsistence alternative to commercial firm. So there is a huge potential to be successful in
Bangladesh. At first “Uniliver smart phone ” will work mainly with domestic market.
The use of the smart phones now a days in increcing day by day. People love to use smart phones
They talk each others in video call which have been naver been madeed before.Socail
networking is one of the major factor to incresing uses of smart phones. Moreover, 300 millon
people use smart phones in the world. More than 13 billion people are used in Bangladesh.
International Market: About global quarters of pesticide use occurs in developed countries,
mostly in india,Eorup ,Asia UNILIVER COMPAY LTD. is one of the most popular and global
company in the world. So it is easy to us golbalain our Uniliver smart phone all over the world,
and knows them our new product.
Furthermore, market can be segmented according to the size of the products. Different size of the
package will be available in the market.
SWOT Analysis
Our major is that as a new product, smart phone is a new invention in farm product an unique
latest phone, but our major weakness is lack of much new product out of the other product and other
good compititors. The major opportunity is that there is new processor and lower price than other
smart phones. As a result we might capture a huge portion of the market. We also have a popular
brand value.
Strength:

23. • Innovative feature: Uniliver smart phone is a product which has innovative feature. It offers
different features for different product of its range.
• Different offering for different market: Uniliver smart phone is providing different offer for
different market such as differentiating products for smart phones and Tabs.
• Lower price than competitor: Uniliver smart phone is going to offer lower price than other smart
phones.
• Large range of product: Uniliver smart phone is offering different types of smart phones at your
budget.
• Security: Uniliver smart phone maintains proper security for tachnical process.
• Packaging: Uniliver smart phone maintains and use colorful and various designed packages with
strong technology for different sizes.
• Harmless: There is no eye effect because of anti -reflector glass but other smart phones are
harmful.
• Brand name: Uniliver have own Brand value ll over the world.
Weakness:
• Competitor less: In Bangladesh, there is many smart phone companies and other international
companies.It is so taff to reach their level
• Consumers’ cautiousness for the new products: Anti-insect is a new product. So consumers are
always cautious to buy new products.
• Lack of Consciousness: Most of the people in Bangladesh are not willing to or not using the smart
phones.
• Using limitation: Uniliver Smart phone is not used on all kinds of people.

24. Opportunity:
• Positive Market Growth: Uniliver Smart phone market is still new in Bangladesh. So, there is
opportunity for Smart phone to make a positive market growth.
• Lack of variety in existing products: In market existing product has less variety than smart phone.
• Variation of wants: Consumers want changes day by day. With smart phone different range of
product, it can fulfill consumer wants.
• Increasing Demand: Peoples are getting aware day by day for the necessity of changing people try
it .
• Branding: As a new product Uniliver Smart phone has opportunity to create a brand image.
Threats:
• Irregular purchase of the product: Consumers’ might not purchase this kind of product regularly.
• More Competitors: Other large smartphone companis might come to this market.
• Downward Pressure of Pricing: There can be pressure for downward pricing.
• Irregular Purchase: There have a possibility for irregular customer.
Figure No.07
Marketing Mix
Uniliver Smart phone will be introduced in July. The following programs we will use during the last
six months of this year to achieve our stated objectives.

25. July: We will launch on printed media coverage on Radio, TV and Other way basically in field.
Besides, we will continue our SEO works.
August: We will start road show towards Bangladesh .We also start promotional campaigns to the
local area and will arrange campaing in university area and also arrange live concert and will
continue the work of Radio, TV and other media.
September: In September, we will continue our radio ads and SEO works, local medial works as
well. We also make Brand Ambassador. We also promote TV shows.
October: In October, we plan to be the sponsor of National cricket team and arrange concerts
towards rural towns in Bangladesh.
November: In November, we will continue our promotional activities TV ads and Radio ads along
with SEO. We will also do charity.
Figure No.08
December: We will give ad on social networks and keep moving other activities. Uniliver Smart
phone’s marketing strategies are primarily aimed at increasing market share and establish the brand
more dynamically. To implement the strategy we considered a unique product strategy and an
extensive promotional strategy. Proper packaging, positioning, pricing and distribution strategy will
also assist us to execute our strategy. We also arrange workshop and communicate with technical
person to be aware about it.
• Product
Uniliver Smart phone’s target market is the consumers who are love to use smart phone Under
this strategy we will provide unique quality, attractive packaging, easy to use and environment
friendly product at an affordable price which would be lower than our competitors’ price. We are
also going to start with four different types of product in our product range. This will be according
to differentiations of consumers’ demand and need.
Flow Chart No.03

26. • Price
For entering the business we will follow market-penetration pricing policy by charging low price so
that we get huge excess to the existing market. We will also provide quality smart phones but at less
price compare to our competitor’s price like other insecticide’s company that we will follow same
for less positioning strategy. Moreover we will give variety of product in a same price so that we
can keep our sales steady during an entire year. Our new product is produced by quality technical
resources, So the price of product may be low than our competitor’s price like other insecticide’s
company.
Product Type Product Size Price
Uniliver Smart phone U1 64 GB 20000
Uniliver Smart phone U1 mini 32 GB 12000
Table No.01
• Place
For distributing our product, we are using person to person sales and also engaging some channels
for expanding our sales and market coverage. And we also want to distribute our product in delar
shop and Mobile point Dhaka and other division of Bangladesh. Our target is to make our product
available in all area within 6 or 8 months by our distributors in whole Bangladesh. To remove
channel conflict we will do some activities, for example our distributors will be selected and limited
because of having some control over the product. There may be more than one distributor but their
area of distribution will be strictly maintained. There will be no chance of charging extra price by
the distributors since strict monitoring will be done on a regular basis.
• Promotion

27. Some others organization will create an advertising campaign for Uniliver Smart Phone to build
brand awareness and differentiate the product from competitors; emphasizes on trade sales
promotion to support distribution strategy and to develop a high-profile product-launch strategy to
generate publicity and media coverage.
Sales Forecast
We are forecasting to sale out product mainly on direct sales through dealers. We assume that
our growth rate will increase directly through direct selling’s. Our dealers will sale it to the
buyer, from the buyer it will go the retailers, and finally our product goes to the final
customers. Since it is an internet age if there is any buyer wants to get out product through
internet than another strategy will grow for that side.
MARKETING ORGANIZATIONS
Marketing Organization
Chief Marketing Officer
Accountant
Advertising Manager

28. Sales Manager
Promotion Manager
Flow Chart No.04
CONTROL
All of our administrative members are planning to measures to closely monitor quality and
customer service satisfaction to achieve our goals. This planning will enable us to very quickly
in correcting any problems that may occur. Other early warning signals that will be monitored
for sings of deviation from the plan include monthly sale and monthly expenses.
Goals:
(a) To provide consumers 100% qualityful and effective smart phone.
(b) To raise of tecnical things”.
(c) To reach 80% of consumers within first 2 years.
(d) To educate consumers regarding the comparative knowledge and financial benefits of using
the smart phone.
The vision of our product selling is given follow
Chat No

29. Ours is a technological company and it is a profit making business organization. So we
developed a new product idea of ‘Uniliver Smart Phone’.
Every person and organization has some responsibilities to the nation and the country. Having
these responsibilities we thought of such kind of product which would be a useful product for the
targeted consumers and profitable for the company. That’s why from many ideas we have
selected the idea of ‘Uniliver Smart Phone’ made from .
Our product is completely Qualityful and it has no harmful effect for the environment. So, we
can say that ‘Uniliver Smart Phone’ is a product by which we can earn a huge profit and fulfill
our national responsibility.
Bibliography
Journals:
• “The new product development process within industrial districts: a cognitive
approach” by Nunzia Carbonara, Gianni Schiuma
• “Learning and knowledge creation in product development: a LISREL analysis” by
Qingyu Zhang, Jeen-Su Lim, Mei Cao
• “Reengineering based inquiry into innovation in the front end of new product and
service development processes” by Rodney McAdam, Denis Leonard
• “Measuring customer preferences in new product development: comparing
compositional and decompositional methods” byRoland Helm, Armin Scholl, Laura Manthey,
Michael Steil.

30. Books:
• Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri & Ehsan ul Haque, Principle of
Marketing, 13th Edition. (United States of America: 1997)Prentic – Hall, Inc,
• Husted, S. W., D. L. Varable, J.R.Lowry, Pro. Of Mordern Marketing, Allyn &
Bacon,;89,USA.
Web Sites:
• www.learnmarketing.com
• www.uniliver.com
• www.dud.com.au
• www.iphone.com
Others
Article on ‘New Product Development’ by author Gloria Barczak.