“Black bull “ –it gives u a

wiiing…….

Give the details of the product and the

manufacturer.
Black bull
Image of the product
 stages in product
development”
Stages of product development

 Idea Genration:
v SYSTEMATIC SEARCH FOR NEW PRODUCT IDEAS:
 In softdrink companies it takes 6000-8000 ideas to produce
one commercial success.
v Generally only 1 out of 100 new-product ideas reach their
objectives,
v Sources of ideas:
v A. internal sources:working employees of the organization or self
developed.
v B.Customers:
 C.competitors:Observing the competitors is an excellent source of new
product idea
v Distributors,suppliers and Others.
 Our product idea came from the internal sources to develop a
carbonated drink that can be used to quench thrist and can work as an
energy booster.
v
v
v
 Concept development and
testing:
v Concept development :A product concept is a detailed version of
the idea stated in meaningful consumer terms.


 We had following product concept for the carbonated drink:

 1)A moderately priced drink that can b used by any age
groups.The drink can also b used for any purpose.
 2)A medium cost with a strong taste appealing to young people.
 3)An inexpensive “black” drink appealing to health conscious
people.
 4)A high end energy booster.


v
v

TESTING



 Concept Testing:Concept
testing calls for testing new
products concepts with
groups of target customers.
 We decided to provide 5 carets
free samples to each one of
our existing distributors and
then after a week we found
the dealers enthusiastic
about the product.

 Chemical
ingredients:

üPropylene Glycol
üSodium Polysterene Sulphonate
üHydrogenated Castor Oil
üPerfume
üCreatine
üHydrolyzed Wheat Protein
üLayrtrimonium Chloride
üPotassium Sorbate
üLimonene
üCinnamal
üGlycerl Ether
üBenzophenone
üAltea
üBalm Mint
 MARKETING STRATEGY
DEVELOPMENT
 the marketing strategy statement consists of three parts.The
first part describes the target market.
 a))))))Identifying prospective customers:The the target market
is younger,well educated,moderate to high income
individuals and couples.
 We have decide to launch our product in southern part of the
country like BANGALORE etc, for three distinctive region:
 A)Summer in southern region is severe with day temperature
shooting upto 45 degree celcius.
 B)An average south Indian consumes more beaverages than
anyone else in the company.
 C)The competition is from Coco Cola and Thumsup but ours is a
drink with a different taste.
 The company will aim to sell 1000000 carets in the first year,at
a loss of not more than 5 million.In the second year the
company will aim for sales of 2000000 carets and a profit of
7.5 million.

 continued
 b)))))))))The second part of the marketing strategy statement
outlines the product’s planned price ,distribution,and marketing
budget for the year:
 The drink will be offered in a single colour-BLACK.The 300ml bottle
with
 10% free will sell at a retail price of rs 9. The 500ml with 20%free
at a price of 18.
 10%0f the list price goes to dealers.Dealers who sell more than
100 carets per month will get an additional discount of 5% on
each caret sold that month.
 An advertising budget of 15million will be split 50-50 between both
print and electronic media.
 Advertising will emphasize the drink’s strong taste and energy
booster quality.
 During the first year,rs 1000000 will be spent on marketing
research.

 c)The third part of the marketing strategy
statement describes the planned long
run sales,profit goals,and marketing mix
strategy.
 We intend to capture a 5% long-run share
of the total beaverage market and
realize an after tax return on investment
of 15%.
 To achieve this ,product quality will start
high and be improved over time.
 Price will be raised in the 2nd &3rd year if
competition permits.
Business analysis:
 A review of the sales ,costs,and
profit projection for a new
product to find out whether
these factor satisfy the
company objectives.

 product development & testing :

 Developing the product concept into a

physical product in order to ensure
that the product idea can be turned
into a workable product.
 “we sweat so you will get a strong
drink”

 t est Marketing :

 The stage of new-product development in which

the product and marketing program are tested
In more realistic market setting.

 We did distributors survey by providing them 5
carets of the drink and found them enthusiastic
abou
 c OMMERCIALIZATION :
 Introducing the new product into the market.
 We have decided to launch the product in april next year.
 We will be launching the product throughout southern region
of the nation.
