New Product Development - A Behaviour Gap Model

8/3/2019 New Product Development - A Behaviour Gap Model

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New Product/Service development

A behaviour gap model


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Effect ofConsumerBehaviour

GAP

Room for New Product/Service

Effect of

BrandBehaviour


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Hunting for a gap


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THE AUTOMOBILE

First perfected by Karl Benz and put on streets in 1888


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Road accidents followed shortly after


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CAR MANUFACTURERS

mademany

attempts to

avoid this


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AIRBAGS


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TIRES


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SEATBELTS


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AND A HOST OF OTHER SAFETY PRODUCTS


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Car safety

D r

unk D r i v i n

g

R a

t e o

f A c c

i d e

n t s Accidents caused due to excessive alcohol

and speeding: 2,50,000+

Deaths caused: 70,000+

Road accidents increasing by 10% yearly


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Enforcing sobriety checkpoints and random breath testing can leadto reductions in alcohol related crashesand has been shown to be

very effective


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A 28 -year-old fashion designer, driving under the influence of alcohol in the wee hours of Sunday,knocked down the 61-year-old vendor near India Gate and then hit the pavement in full speed

which resulted in his car turning turtle

One person was killed and another injured after a 30 -year-old man rammed his car into a scooterin south Mumbai and subsequently into another four wheeler in Malabar Hill here, under the

influence of alcohol

But the news keeps pouring in


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And the innocent suffer


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Effect ofConsumerBehaviour

(Drunken driving)

Effect ofBrand

Behaviour(Safety features)

Increasing accidents

Intensity ReductionGAP

Reduce the occurrence...

NOT the intensity


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Reducing the occurrence...NOT the intensity

The Solution

EXISTING preventive measures

EXISTING brand features +

An effective HYBRID solution


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Why EXISTING features

Pre existing features are well known

No need to educate consumers(too much!)

Easy vendor recruitment and deployment

Quick to -market timelines

Ease of product display to required stakeholders


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Breathalyzer car keys

+

Voice activated ignition

+

Car SMS service

The ultimate ANti-drinking Kit

The HYBRID solution


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The ultimate ANti-drinking Kit

T.AN.K


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How it works

+

Test Failed

Car auto locks

Test Failed

Engine auto locks

1. Police notified of car location2. Taxi company notified to send cab3. Home notified of occurrence

Auto SMS sentfrom car

Auto SMS sentfrom car


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1. Approach government, get approvals2. Bring on board Indian Police

Messaging Main Brand Target Urban parents of 18+ year olds Emotional messaging showcasing the

horrors of drunk driving TV, Press, Outdoor

Messaging Partners Co-branded messaging with partners Budgets can be extracted by partners for

annual CSR spends TV, Press, Outdoor

Messaging Main Brand + Partners Educate rest of the nation Demos, road shows and exhibitions

across the country

Messaging car manufactures Start advertising new range with kit Safety messaging as an add-on to car

brand advertising

Tier 1

Tier 2

COMMUNICATION MESSAGING AND ARCHITECTURE

1. Approach and build partners: Car Manufacturers Mobile network providers Mobile equipment providers Private taxi companies

1. Contract manufacture kit2. Car manufacturers incorporate


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Messaging Main Brand Target Urban parents of 18+ year olds Emotional messaging showcasing the

horrors of drunk driving TV, Press, Outdoor

Messaging Partners Co-branded messaging with partners Budgets can be extracted by partners fro

annual CSR spends TV, Press, Outdoor

Messaging Main Brand + Partners Educate rest of the nation Demos, road shows and exhibitions

across the country

Messaging car manufactures Start advertising new range with kit Safety messaging as an add-on to car

brand advertising

Tier 1

Tier 2

COMMUNICATION MESSAGING AND ARCHITECTURE

Urban DIGITAL cloud


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And lastly..


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Getting it to the consumers

Kits contract manufactured, using 3 rd Party Vendorsunder TANK brand name

T.AN.K 1. Post endorsement of Government2. Manufacturers incorporate kits all

new cars

Manufacturing costs borne bymanufacturers

Consumer pays registration of kit absorbs manufacturer investment

1. Kit Installation at select outlets2. Made mandatory over time

(starting with higher car class andfiltering down

3. Police checks (Like PUC)

Old cars


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The motivation to spend?


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T.AN.K


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Thank You


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Presented by:

Group VIDCCFF Semester I

Documents

New Product Development - A Behaviour Gap Model