This document outlines the new product development and commercialization strategy of Viresolve Group-05. It discusses conducting preliminary market and technical assessments to identify virus removal as a promising application. Two new products, Viresolve/70 and Viresolve/180, were developed targeting the bio-pharmaceutical market. The strategy involved product testing, trial installations, costing and pricing analysis, and commercialization by targeting biopharmaceutical customers and bundling the product with training. Key success factors included properly identifying the product type and launch strategy while addressing potential issues like market penetration, pricing challenges, and competition.

1. New ProductDevelopment &CommercializationStrategyofVIRESOLVE GROUP-05*Amiya Kumar(10EX-003) *AnkurGirdhar (10EX-004)*Dilip Kumar Mallick (10EX-013) * Pradipta Paul (10EX-033)* Satyabrata Dash (10EX-045)

2. Market strategy Given Newness of Markets & ProductNewMarketMarket DevelopmentDiversification Market PenetrationProduct DevelopmentExisting MarketExisting Product New Product *Ansoff H. Igor (1957) , “Market Strategy Given Newness of Market & Products”

3. New Product Types….XDelusionIncrementalBreakthroughIncrementalXBreakthroughShadowCustomer's PerceptionSupplier's PerceptionBreakthroughIncremental

4. Nature of Marketing Task….Technology VoiceCustomer VoiceBreakthroughIncrementalMarketing TaskVision The Market

5. Building & Creating demand for the Product

6. Listening to the Market

7. Effectively & Efficiently addressing the existing demandKey Steps in Viresolve Development Idea Generation Preliminary Market AssessmentPreliminary Technical AssessmentDetailed Market StudyProduct Development & TestingTrial SellCosting & Pricing Commercialization & Launch

8. Idea GenerationIt’s a core R&D’s initiative

9. Tangential flow membrane technology (an R&D O/P)To identify promising applications for technology Preliminary Market AssessmentMarketing manager generated a short list of potential applications

10. Narrowed the list to three applications after prelim experiments

11. Zeroed in Virus Removal Preliminary Technical Assessment Inactivation of Viruses Vs. Virus RemovalDetailed Market Study Bio-pharmaceutical market identified as the key market

12. Market Segmentation on size of proteins instead of geographical and sectorsProduct Development & TestingAs per the market segmentation, two new products were developed Viresolve/70 & Viresolve/180

13. Product validation done is two ways Published proof validation Correlating Integrity Test

14. Trial Sell Installation of SPECIALS, to educate the customerCollecting the feedback, & ensure a good product impression Costing & Pricing Premium Pricing

15. Disposable Vs. Reusable