Npd Project (1) BY KISHAN

7/31/2019 Npd Project (1) BY KISHAN

1/29

NEW PRODUCTDEVELOPMENT

OF

MULTi PURPOSESHOES

FOURTH YEAR M.B.A.2010-2011

K.S.SCHOOL OF BUSINESS MANAGEMENTGUJARAT UNIVERSITY


2/29

AHMEDABAD.

PROJECT TEAM SR

NO.NAME ROLL NO.

1 BHAVESH CHAUHAN 4009

2 RAVI CHAUHAN 4010

3 SONAL CHAUHAN 4011

4 MANSI DAVE 4016

5 ANKIT GOSWAMI 4021

6 SUJATA MEHTA 4035

7 PRATIKSHA PORANIYA 4047

8 SANDIP SARARIYA 4056

9 APEKSHA SUTHAR 4068

10 JANKI ZALA 4075


3/29

Faculty Guide : Ingita Jain

Signature :

Submission Date : April 7, 2011

Stage - 1Layers:

Core benefit : footwear Basic product : skating plus jogging shoeExpected product : reasonable price, quality, goodcanvas, two-three leather layers, better hold, long lasting,

and softness .Augmented product: shape, colors .Potential product : inline wheel shoes, skating plusnormal shoes .


4/29

TARGET CUSTOMER SEGMENTS

DEMOGRAPHIC SEGMENTATION

AGE: 5-40 years

INCOME: upper class

GENDER: male & female

GEOGRAPHICAL SEGMENTATION

COUNTRY: India

CITIES : Metro cities & ahmedabad

PSYCHOGRAPHIC SEGMENTATION

ATTITUDE: positive and confident

BEHAVIORAL SEGMENTATION

USER STATUS: Potential user


5/29


6/29

Stage -4

PRODUCT MIX OF NIKE

Athletic shoes Apparel Sports equipments Accessories

Racing shoes Short pants Rods & Tackles (fishing) Jewellery Necklaces Rings Brooches Earrings bracelets

Track shoes T-shirts Sticks For Hockey

Gloves

Skate shoes Tennis shirts Bats For Cricket For Basketball

Handbags

Climbing shoes Tracksuits Clubs Gulf

Hats

Approach shoes Wet suits For

swimming For diving

Balls For cricket For football

Belts


7/29

(1) Attributes of Nike :

Nike athletes were running, jumping and rowing in productsthat were created with both performance and sustainability inmind.durable mid solelight weight, flexible, comfortable

Nike helped athlete to perform better, while at the same timeminimizing their carbon footprint.100% waterproof shoes

Warranty Policy:

Once the shoe is worn out, you can get a new one from thecompany. All you have to do is ship the damaged shoe to thecompany in the original box and they will send a replacement.100% customer clearance6 month rubber outsole durability guarantee

Packaging :

Nike has a standardized the production of its shoes box to ensure

that they are printed with water based inks and contain no glues,coal ting or staples .


8/29

(2) Attributes of adidas:Break-proof material with unbeatable durability is resistant toextreme temperatures as well as providing the all necessaryDecorative stitching100% waterproof protectionSoft as well as removable leather

Guarantee :if adidas product purchase from their website www.shopadidas.comand product dontPerform to customers expectations then it will be refundable. Allthe return packages must be shipped using FedEx, UPS, certifiedmail.100% money back guarantee.

Warrantee :

2 years water proof warrantee

Packaging:

Packaging of adidas is in colorful boxes.


9/29

(3) Attributes of Osiris:

Material- synthetic and leather Sole: grippy rubber

Lacing: standardRecommended use: skating, streetwear

Warrantee :

All of Osiriss products are under warranty against manufacturingdefects for a period of 30 days from the date of receipt. This is applywhen product is used under normal purpose for which the productdesign and does not apply to normal wear and tear, damaged,accident, impropercare, misuse.
http://www.google.co.in/imgres?imgurl=http://www.veryicon.com/icon/png/Brands/Adidas%2520shoes/Adidas%2520box.png&imgrefurl=http://www.veryicon.com/icons/brands/adidas-shoes/adidas-box.html&usg=__9rUxo-RR1AYqHOyuJsgk2FaXFLU=&h=256&w=256&sz=26&hl=en&start=3&zoom=1&tbnid=2STgowYM08ftTM:&tbnh=111&tbnw=111&ei=7Ll0TfvBGcXhrAfWz7HSCg&prev=/images%3Fq%3Dadidas%2Bshoes%2Bbox%26hl%3Den%26sa%3DX%26tbs%3Disch:1&itbs=1


10/29

Packaging:

Osiris packagings are in briefcase type box.


11/29

PRODUCT MIX OF ADDIDAS

Foot wear Sports wear Sports equipments Toiletries

Boots Tracksuits Balls Chapstickssandals T-shirts Cotton swabsshoes Tennis shirts DeodorantsIndoor footware Polo shirts Eye liner slippers Wet suits

For swimming

For diving For surfing

Facial tissue

socks LeotardFor gymnastics

Hair clippers

Foot wraps Lip glossLipstick Lotion


12/29

Mouth wash Nail files perfumesSaving creamToilet papersTooth brushes

PRODUCT MIX OF OSIRIS

Skateboardshoes

Bags Hats kitchenelectrics

Track spikes Handbags Beret MixersGolf shoes Travel bags Bicorne Toasters

Climbing shoes Laptop bags Flat cap ovens


13/29

Hiking shoes Wallet bags GatWalking shoes Briefcases Mortarboard

Ice shoes Lunch bags ToqueSki boots Taqiyah

Snow shoes Santa hatsWrestling

shoesCaubeen

Cycling shoes Chupalla

Position mapping of nike:

High style

Doite & Gabbana Nike

Low performance High performance

Rockport

Low style


14/29

Marketing Mix Of Nike

Product: Nike offers a wide range of shoe, apparel and equipment products,all of which are currently its top-selling product categories. Theyalso market head gear under the brand name Sports Specialties,through NikeTeam manufactures and distributes ice skates, skate

blades, in-roller skates, protective gear, hockey sticks and hockey jerseys and accessories.

Price : The Nike pricing is based on the basis of premium segment astarget customers. Nikes pricing strategy makes use of verticalintegration in pricing wherein they own participants at differingchannel levels or take part in more than one channel leveloperations. This can control costs and influence product pricing.

Place:


15/29

Nike shoes are carried by multi-brand stores and the exclusive Nikestores across the globe. Nike sells its product to about 20,000 retailaccounts in the U.S. and in almost 200 countries around the world.In the international markets, Nike sells its products throughindependent distributors, licensees and subsidiaries. The companyhas production facilities in Asia and customer service and other operational units worldwide

Promotion: Nike has a number of famous athletes that serve as brandambassadors such as the Brazilian Soccer Team (especiallyRonaldo, Renaldo, and Roberto Carlos), Lebron James and JermaneONeal for basketball, Lance Armstrong for cycling, and Tiger Woods for Golf.

Marketing Mix Of Adidas

ProductThe core benefit is to satisfy and caters consumers needs or want. Upholdits brand by constantly upgrading and improving products innovativefeatures and quality to satisfy its customers. Today, Adidas has establisheditself as a strong brand for sports apparels.


16/29

PriceAdidas is a shopping product Able to penetrate the market as it is cheaper than its competitors Uses market skimming

Place Distributing some of the Adidas products to the various sporting outlets e.gRoyal Sporting House, World of Sports, Sport slink Online purchasingthrough the internet

Promotion

Promotion objective : Become the NO.1 sporting brand in the world.

Promotion Mix : Advertising commonly through the mass media & throughthe use of the internet.

Point of Sale : Impossible is Nothing campaign

Marketing Mix Of Osiris

ProductOsiriss products are in skateboard shoes, accessories (hats), apparels.

PriceIt is available in wide range of price (cheap as well as expensive)

PlaceOsiris sells its product in Karnataka, kerala, newyork, India, Kashmir, etc.


17/29

PromotionCustomers can receive 10% off on Osiris skate shoes using coupon code.Also, it has a

Back to school promotion which allows customer to save 10% on allsweaters usingCoupon code.

Position mapping

(1)High style


18/29


19/29

Stage -2

Materials used in making shoes:

(1)SOLE: Insole Midsole Outsole

Insole:

Insole is an Interior bottom of shoes.Usage: To control shape.Made from : cellulosic paper board or synthetic non woven insole

board.

Midsole:


20/29

It is a thin layer of leather.Usage: For comfortMade from : leather There is an aluminum plate between insole and midsole.

Outsole:It is a layer in direct contact with the ground.Usage: For external comfort to walk.Made from : Natural rubber or synthetic material like polyurethane.

(2)UPPER SOLE:

It is made from canvas, cloths, leather.

(3)LACES:It is made from nylon.

(4)TONGUE:It is made from form.

(5)VULCANISED RUBBER:Durable & waterproof rubber.

Attributes :

Durable mid sole100% waterproof protection

Flexible, comfortable shoeSoft leather Double usage (skating + jogging shoe)Tongue with airflow form.


21/29

STAGE - 3

(1) DISTRIBUTION CHANNEL OF ADDIDAS


22/29

Roles & Responsibilities

Suppliers1. To maintain average inventory level2. Gather information about potential customers.3. Responsible for damaged goods.4. Responsible to give credit facilities.5. On-time delivery.

Manufacturers1. Responsible for promotional materials.2. Produce as per requirement of customers.3. Responsible for the payment to suppliers.4. To maintain quality standard.5. To maintain minimum level of inventory.6. To give credit facilities.

Distributors

1. Brand distribution.2. Co-operational in promotional activities.3. To maintain the finished goods inventory.4. Responsible for payment to manufacturer.


23/29


24/29

2. To maintain average inventory level3. To give credit facilities to the contract suppliers.4. Responsible for payments to suppliers (tier-2suppliers)

Tier -2 supplier:

1. On-time delivery.2. To maintain average inventory level3. To give credit facilities to the tier-1 suppliers.4. Responsible for payments to suppliers (tier-3suppliers)

Tier -3 supplier:

1. On-time delivery.2. To maintain average inventory level3. To give credit facilities to the tier-2 suppliers.

Contract Suppliers

1. On-time delivery.

2. To maintain average inventory level3. To give credit facilities to the manufacturers.4. To gather information about potential customers.4. Responsible for payments to suppliers (tier-1suppliers)

Distributor

1. Responsible for promotional expenses.2. Responsible for payment to the suppliers.3. To give credit facilities to the retailers.

Retailer

1. To maintain a good relationship with the customers.2. Responsible for breaking the bulk.


25/29

3. To inform about new product to the customers.

(2)TIME UTILITY

Customers:Waiting time between purchase decision and purchase will beapproximately 2 days .

Company:Substitutability- skating & running shoes.

Competition:Service level provided - Technical reparability & technical assistance.

PLACE UTILITY

Consumer:Maximum distance will be 25 km. to 30 km.

Competition :

Nike : Nationally & internationally excluding rural areas.Addidas : Nationally & internationally excluding rural areas


26/29


27/29

STAGE 4PRICING OF THE PODUCT

Rs. 1250 market price for customersRs. 950 price for retailers

Pricing method:

Going rate pricing:As our product is footwear i.e. shoes, there are manycompetitors present in the market. So we have decided toadopt going rate pricing to sale our shoes at a price which issomewhat higher than the competitors. We are charginghigher price because we offer shoes with dual usage i.e.shoes with skating feature.

Marketing communication strategy

Creative strategy:The way marketer translate their message in to specific

communication.we have adopted information appeal to communicate

our product to the target audience. Benefit and attributes of the product are as follows:

Attributes and benefits :

Durable mid sole


28/29

100% waterproof protectionFlexible, comfortable shoeSoft leather Double usage (skating + jogging shoe)Tongue with airflow form.

ObjectiveTo grab the customers who fall in the category of youngster and age group form 8 to 40 year.

Media:

Television advertisementAdvertisement through news papersOnline advertising

Above media is chosen for advertising by consideringthe users of the product and their respective age group.Generally youngsters and children are more prone to see

television, internet etc. the working class people arehabituated to read newspapers so it will also be proven aneffective medial for advertising.

PRINT ADVERTISEMENT


29/29

Documents

Npd Project (1) BY KISHAN