ppt marketing
DESCRIPTION
TRANSCRIPT
![Page 1: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/1.jpg)
Example and analysis of a new product planning and diffusion for a consumer product
-Gautam Saha
![Page 2: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/2.jpg)
Consumer ProductA consumer product is generally any tangible personal
property for sale and that is used for personal, family, or household for non-business purposes.
As an example, The United States Consumer Product Safety Act
has an extensive definition of consumer product, which begins:
CONSUMER PRODUCT.--The term ‘‘consumer product’’ means any article, or component part thereof, produced or distributed
(i) for sale to a consumer for use in or around a permanent or temporary household or residence, a school, in recreation,
(ii) for the personal use, consumption or enjoyment of a consumer in or around a permanent or temporary household or residence, a school, in recreation, or otherwise; but such term does not include—
(A) any article which is not customarily produced or distributed for sale to, or use or consumption by, or enjoyment of, a consumer,
![Page 3: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/3.jpg)
Pictorial View
![Page 4: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/4.jpg)
Product Planning Cycle
![Page 5: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/5.jpg)
New Product Development Process
![Page 6: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/6.jpg)
Product diffusion curve
![Page 7: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/7.jpg)
Relation with social class
Lower Lower
Upper upper
Lower upper
Middle
Upper lower
Early adopter
Early Majority
Late Majority
Innovator
Laggards
![Page 8: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/8.jpg)
Bass’s Theory of diffusion
![Page 9: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/9.jpg)
Explanation
m-the total no. of people who will eventually use the product
P(Coeff. Of innovation)-The likelihood that somebody who is not yet using the product will start using it because of mass media coverage or other external factors
Q(coeff.of imitation)-The likelihood that someday who is not yet using the product will start using it because of‘WORD-OF-MOUTH’ or other influence from those already using the product
N-no.of person
![Page 10: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/10.jpg)
![Page 11: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/11.jpg)
IDEA GENARATION
“I saw families riding around on scooters with kids standing up and the mother carrying a baby and sitting pillion and decided to do something about it. It started as a quest for an affordable transportation solution”. “RATAN TATA”
![Page 12: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/12.jpg)
SCREENING
CHOOSING BEST IDEA FOR FURTHER DEVELOPMENT Company capabilities to produce & market the product Nature & wants of Buyer
![Page 13: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/13.jpg)
Seeking potential buyers’ responses to a product ideaLow cost determination 100000(excluding tax)
Electric ModelGasoline Model
CONCEPT TESTING
![Page 14: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/14.jpg)
NANO
BUSINESS ANALYSIS
Parking problem
BASIC NEEDSTraffic problem
Demand & potentiality
Estimation of sales
Time sale
Replacement sale
Repeat sale
Estimation of cost &profit
Break even analysis
![Page 15: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/15.jpg)
Contnd…
![Page 16: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/16.jpg)
PRODUCT DEVELOPMENTThe car was designed at Italy's Institute of Development in
Automotive Engineering
![Page 17: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/17.jpg)
The Nano will be available in three trim levels:
Standard-without A.C. Deluxe-The Deluxe and
Luxury variants will get AC and body colored bumpers
Luxury-Luxury variant will also have alloy wheels, fog lamps and ICE
Two types of variant cars are available:
Gasoline variant(G-Variant) Electric Variant(E-Variant)
![Page 18: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/18.jpg)
Test MarketingAlpha TestBeta TestGama Test
![Page 19: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/19.jpg)
evolution of TATA nano
![Page 20: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/20.jpg)
COMMERCIALISATION
Crossing all Barriers (Political,Techinical) Tata promise to launched NANO in Feb,26,2009.
![Page 21: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/21.jpg)
![Page 22: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/22.jpg)
What an IDEA ji
![Page 23: Ppt marketing](https://reader036.vdocuments.net/reader036/viewer/2022081414/54bdbb5d4a79590c778b473e/html5/thumbnails/23.jpg)
“Life is a multidimensional plane of n-number of psychological variables…”