Modified Stage-Gate: A Product Development Process by Dr. Nader Ale Ebrahim
New Product Development Modified
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Presented By
Group 2 Section D
Sheenam Amitesh JasdeepPrathamesh Prateek
Arkayan Dhairyasheel
AN ASSIGNMENT ON NEWPRODUCT DEVELOPMENT
M a r k e t i n g I
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Recognition of NeedRecognition of Need
Marketing department of SMW hasstudied
the domestic market of
automobiles in India and put forward the need of launching a new product in the
company’s portfolio, to enhance the
profitability to
the company.
SMW
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ChallengesChallenges
Customer SatisfactionHigh Innovation ImperativeHigh Investment Costs
High market uncertainty Time to MarketMinimum Cost
High Durability and ReliabilitySelection of suitable technology
partnerBrand Image at Stake
S M W
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IDEA GENERATIONIDEA GENERATION S M W
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Idea ScreeningIdea Screening
Does the product meet the need? People concerned by the rising fuel price
Would it be unique and superiorproduct?
Dual fuel car, sufficient power, goodmileage, small, economical
Can it be distinctively advertised? ‘Environment friendly Car’
Will the customer accept this product? Petrol and diesel prices going up
S M W
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Idea Screening
Does the company have the necessary know-how
and capital?Availability of new technologyExperience in traditional car manufacturingTechnical Tie- ups with vendors
Will the new product deliver the expected salesvolume, sales growth and profit?Rapidly growing middle class of India (large
potential market)Unique and economical product (Less
competition)Prices of petrol and diesel are increasing rapidly
S M W
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Concept DevelopmentConcept Development S M W
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Concept TestingConcept Testing
Communicability and believability Environment friendly and economical small car.
Need Level
Fuel efficient small family car.
Product 1 and Product III fulfil the need.Perceived value:
Environmental friendly car.
Reasonable Price
User Targets, purchase occasions, purchasing
frequency: Middle class families
Mostly festivals and shubh muhurats
Low purchasing frequency
CONCEPT 1 IS THE MOST FEAS IBLE OPT ION
S M W
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Market StrategyMarket Strategy
Target Market size Target market – Middle Class Target Markets – Metro Cities, NCR Target Customers = 25 Lac (First year) Expected Sales Vol. (as per Market Research) =
100,000 (First year) Distribution
Through Authorised Dealers To provide DEMO Cars for trials Marketing Budget
10% of the expected sales revenue Advertisement through Print and Electronic Media Brand Ambassador – Aamir Khan
S M W
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BUSINESS ANALYSISBUSINESS ANALYSISPARAMETERS YEARS
2010 2011 2012 2013
( .xpected Demand no of)ars
100000 110000 126500 151800
(rowth potential YoY%)
10 15 20 25
( + )ost Fixed Variable 120000 160000 200000 220000
evelopment Cost 85000 45000 10000 500
xpected Sales Revenue( .)s 250000 265000 280000 295000 romotional Expenditure
( .)s10000 9000 8000 5000
(% )rofit age .16 3 .23 8 .28 4 .30 8
S M W
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Product DevelopmentProduct Development
Converting the marketing requirements into Productdeliverables
DESIGN
260BHP Engine Fuel Switch Mode (Water/Petrol)
Power Steering and Power windows Anti Skid BrakingHydraulic SuspensionBest in Class Ride ComfortLow Interior NoiseCustomized body colors and accessories
DEVELOPMENT
3D Modellling using Computer Aided Tools Virtual Simulation
S M W
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S M W
aqua
* This image is for illustration.
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Market TestingMarket Testing S M W
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CommercializationCommercialization S M W
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Thank You !Thank You !