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SIP PRESENTATION ON
NEW PRODUCT
DEVELOPMENT
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 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}
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 events
Our promotion strategy would include promoting product by providing
Deodorant 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.
aroma deodorant

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aroma deodorant

  • 1. SIP PRESENTATION ON NEW PRODUCT DEVELOPMENT
  • 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
  • 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
  • 9. IS THIS HOW PEOPLE REACT WHEN YOU ARE AROUND ?
  • 10. DO NOT WORRY WE HAVE THE BEST SOLUTION FOR YOUR PROBLEM
  • 12.
  • 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}
  • 15.
  • 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
  • 19.
  • 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.