Knorr developed an instant powdered daal product called D-Daal targeted at children, teenagers, and older adults. Through customer interactions and ideation techniques, Knorr identified cup-based daal and sauce-based nachos as promising concepts. Nachos were rejected for high costs. D-Daal was developed and tested, with customers preferring it in a cup packaged at Rs. 40. A marketing strategy was created targeting a 60% market share in the first year through sampling and discounts. Financial projections estimated profitability. The product was engineered, prototyped, and customer testing yielded positive feedback. Knorr planned to commercialize D-Daal first in major cities through promotions and partnerships.

1. D-DAAL

2. 1. IDEA
GENERATION:

3. 3
Idea Generation
Direct interaction with
customer
Creativity Generating
Technique
(To polish the ideas that they
generated from direct
interaction with customer)

4. Direct Interaction With
Customer

5. 5
₪Knorr develop specialized search engines
on its website for the direct interaction.
Help us find new
product for you

6. 6
₪ Trough search engine gain
recommendations and advices and
knowledge about the customer
dream products.
₪ some suggest Desi/Traditional
food product.
₪ other suggest western food
product.

7. Creativity Generating
Technique

8. Attribute
Listing:
8
For Daal:
₪ Liquid Daal Powdered Daal
₪ Pot Cup
₪ Time Consuming instant
For Nachos:
₪ Dry nachos nacho with sauces or salsa.
₪ Packet Cup.

9. Force
Relationship:
9
For Daal:
₪ Cup
₪ Tissue
₪ Taste Enhancer
₪ Spoon
For Nachos:
₪ Tray
₪ Sauce/Salsa
₪ Tissue
The creative main idea was Cup(Daal in
Cup)and the Sauce(Nachos with sauce).

10. Morphological Analysis:
10
For Daal:
platform type = Cup
medium of the product = powdered form
For Nachos:
platform type = Tray
medium of the product = liquid (sauce) and crisp (nachos).

11. New Context:
11
For Daal:
A product will be taken out from home to market place.
For Nachos:
Mexican product with the blaster of sauce

12. Mind Mapping:
12
For Nachos:
Nachos + sauce + Tissue
For Daal:
Daal + Taste Enhancer + Tissue

13. 1. IDEA
SCREENING:

14. “ kill the Nachos idea”
Because
14
High
manufacturing
cost
Small market
size
eliminate the
future stages
cost

15. 1.
CONCEPT
DEVELOPMENT
AND TESTING:

16. Concept Development:
16
Concept 1:
Daal is a quick
protein meal for
the adults and
teenagers who can
consume it in
lunch instantly in
their busy life.
Concept 2: Concept 3:
Daal is a complete
package of healthy
meal for the children
to consume it on the
midday.
It is a light food
(complete
nutrition) for the
old ages to
consume it even
in the Sickness.

17. Product Positioning Map
17
adults’ food market old age food marketchildren’s food market

18. CONCEPT TESTING:
18
Our product is the powdered form of daal
which is mixed with the hot water to make
it an instant meal for lunch or dinner that
fills the hungry tummies and give them
complete nutrition, make them more
energize and healthy. Moreover, it offers
excellent taste. It will be available in a
chicken flavour.
Blue print Product description

19. Conjoint Analysis Concept
Testing Tool :
19
₪Three alternative packaging designs fig 0.4 (box, bowl,
cup)

20. Conjoint Analysis Concept
Testing Tool :
20
₪Three alternative brand names are fig 0.5(desi daal, de- daal, daal kamal).

21. Conjoint Analysis Concept
Testing Tool :
21
₪ Three alternative prices are (Rs 40, Rs 50, and Rs 60).
₪ Good housekeeping seal (yes, no).

22. Consumer Response on presented product
description and blue print
22
₪ Daal benefits are clear to them
₪ Its scored high in the communicability and believability.
₪ Daal filling their need
₪solving their problem
₪it scored high in the need level.
₪ value of the product not being reasonable and satisfying its price (the
prices are higher).

23. 23
₪ There is tie between probably purchase it and probably not
purchase it.
₪ The product will be used by the children, youth and old ages

24. 24
Consumer Response on Presented Product
Attributes ( Conjoint Analysis)

25. 25
₪ Knorr decided to use cup as container for its product (a).
₪ select “D-DAAL” as a permanent brand name (b).
₪ Knorr decided to decrease the price of new product to Rs 40
to use the larger cups to increase the purchase intention of consumer(c).
₪ Decided to favoured housekeeping seal (d).
After Analyzing Consumers Preference

26. 1.
MARKETING
STRATEGY
DEVELOPMENT:

27. 27
₪ Targeted market is children, teens and old aged people.
₪ Daal gives nutrition and is inexpensive
₪ Positioned the product at low prices and high quality.
₪ Aim to achieve 60% of the market share in the first year.
Strategy no 1:

28. 28
₪ Retail price of Rs.50 per cup.
₪ Free samples of Knorr daal cup with a toy in schools and 20% off
coupons in universities and offices.
₪ Overall budget of marketing will be Rs 8, 07,000.
Strategy no 2:

29. 29
₪ Plan strategies long run sales and profit goals.
₪ intends to win a 60% market share.
₪ continuously improving the quality.
₪ Price lowered gradually at Rs.40 to meet the competition and increase
sales.
Strategy no 3:

30. 1.
BUSINESS
ANALYSIS:

31. 31
Estimating Total Sales:

32. Estimating Cost and Profit:
6 months
Sales Revenue Rs 22,05,000
Cost of goods sold (COGS) Rs 1,26,0000
Gross margin ( COGS – sales) Rs 9,45,000
Developmental cost Rs 1,64,0000
Marketing cost Rs 8,07,000
Allocated overheads Rs 200,000
Gross contribution Rs --62000
32

33. 1.
Development
to
commercialization:

34. 34
Desired consumer attributes Engineering attributes
Product Development

35. 35
₪ Ingredients Use in D-Daal:
Physical Prototype:
Tomato
Onion
Green chili Lentils Mint leaves Chicken stock

36. 36
Methods Use By Lab Scientists To Convert
Daal Liquid in Powdered Form
Rotary Drum Dryer (Lab
Sized)
(expensive and time consuming
method)
evaporator machine
(in-expensive and less time consuming
method)

37. 37
Decided the Suitable Size, Colour and
Design of Packaging
Physical Model of D-Daal:

38. 38
₪ 50 segmented market customers were invited in the company's tasting
centre to taste the D-Daal.
₪ Customers had ranked/rated the D-Daal out of the 10 using Monadic
rating.
₪ Average rating was 8 for the D-Daal.
Customer Test:

39. 1.MARKET
TESTING

40. 40
Sale Wave Method:

41. 41

42. 1.Commercialization

43. When to Commercialize:
43
₪ Company decided to take first entry in market

44. Where to Commercialize:
44
Karachi Lahore

45. To Whom to Commercialize:
45
Children's Old Age
Adults (office
going)

46. How to Commercialize:
46
₪ Run promotion campaigns of D-Daal
₪ Sponsor upcoming popular family events
₪ Done alliance with well-known brands that compliment D-
Daal
₪ widely available the product

47. 47
Thanks!
Any questions?

48. Want big impact?
Use big image.
48