INTRODUCTION

NPD - key to survival & growth in market

Lesser time to establish new e-commerce venture Speed not only factor for success Product Launch - final stage of NPD process

SCOPE
Part- I
Part- II

Stages of NPD
Fundamentals of Product Launch

Part III Marketing Plan for a New Cookery

Website

Conclusion

NPD PROCESS
Idea Generation
Idea Screening Concept Development

Marketing Strategy Development

Business Analysis Product Development Test Marketing Product Launch

FUNDAMENTALS OF PRODUCT LAUNCH

W H AT I S COMMERCIALISATION
Introducing a new product into the market
Timing is critical for success Heavy promotional expenditure at launch Pricing options skim or penetration ? Targeting & positioning of products

F U N DA M E N TA L S O F P R O D U C T L AU N C H
TIMING GEOGRAPHICAL LOCATION

Competition Anticipated market response Stock levels of an older product Right season Infra/ linked application devp
TARGET MARKET Identify initial target groups Aim - high initial sales Attract further sales Ideal characteristics Early adopters Heavy users Opinion leaders.

Costs directly proportional to geographical spread of launch

Options - single market, region, national or even global

INTRODUCTORY STRATEGY Initial success - first impact Sensational introductory blitz Focussed marketing Adequate product support

The Consumer Adoption Process

Adoption Trial Evaluation Probability Awareness

Interest

Time

Factors Influencing Consumer Adoption Process

Readiness to Try New Products

 Personal Influence
Characteristics Of the Product
Relative Advantage. Compatibility Complexity Divisibility Communicability. Other Characteristics

Organisations Readiness to Adopt Innovations

MARKETING PLAN FOR NEW COOKERY WEBSITE

PREREQUISITES FOR A SUCCESSFUL WEBSITE

Synchronise the strategies

Get Back To Basics

Learn From Others' Mistakes

Assess the competition

Technical Viability

Create a Traffic Jam

Focus on customer

Safety & Security

Create Awareness

Get Personal

Content Is King

LAUNCH: NEW COOKERY WEBSITE

Timing: Major TV reality show like Master Chef Major festival like Diwali

Target Market:Housewives Aspirants - cookery reality shows & TV competitions Working Women : Variety but limited time for cooking Bachelors interested in occasional self cooking Persons with cooking as a hobby People planning menu for a theme party Health/ calorie conscious eaters Speciality menus : microwave, baking, regional & international cuisines People interested in presentation aspects of dishes Mothers with young kids : taste, nutrition & convenience

LAUNCH: NEW COOKERY WEBSITE

Market Segmentation.

The target market can

be segmented on demographic basis into the

following: Family size or life cycle Occupation Religion Generation. Behavioural

Segmentation Matrix.

Next slide

LIFE CYCLE REGIONAL MENUS SPECIALITY MENUS

OCCUPATION

RELIGION

GENERATION -PREVIOUS

BEHAVIOURAL -PERSONAL LIKINGS. -PERSONAL LIKINGS. -HOBBYISTS. -THEME PARTY ORGANISERS

NATIVITY -REGIONAL POPULACE.

-MIDDLE AGED -HOME MAKERS. -BACHELORS - INTEREST ED PROFESSIONAL MIDDLE AGED CHEFS HOME MAKERS. -PARTY ORGANISERS/ EVENT MANAGERS -MIDDLE AGED/ -HEALTH OLD AGED. WORKERS. -CARE GIVERS. -HOME MAKERS.

-YOUNG, UP MARKET GENERATION

THEME MENUS

- YOUNG/ MIDDLE AGED

CALORIE CONSCIOUS MENUS CONVENIENT NUTRITION NAVRATRA/ RELIGIOUS MENUS EXOTIC MENUS

-CALORIE/ FITNESS CONSCIOUS -COOKING HOBBYISTS.

-WORKING MOTHERS. -ALL.

-YOUNG AND MIDDLE AGED.

-ALL.

- AS APPLICAB LE.

- ALL

- BELIEVERS.

-INDIAN.

ALL

PROFESSIONAL CHEFS ALL

YOUNG

YOUNG AND MIDDLE AGED

PERSONAL LIKINGS.

ALL

-HOBBYISTS.
INTERNATIONAL MENUS PERSONAL LIKINGS. -HOBBYISTS

Geographical Location
Portal launched in India
Accessible globally on the internet Content to cater for variety of cuisines - regional

and international

Introductory Strategy
Tie-ups with major players in the food industry Offer discount coupons for a ltd duration for these

products on the website

Use products of the partners in various recipes Mass awareness - sustained promotional campaigns Mass mail through advertising companies Launch by celebrity chefs like Sanjeev Kapoor

Links in popular social networking sites

Online community or blogs Cooking reality show winners to endorse website

Content
Attractively designed The following points will be helpful: Videos for all recipes for high bandwidth users Good coloured images to illustrate every step

for low bandwidth users Multi lingual support Classification based on regional, cooking method type of meal etc to make the content relevant and easy to find Links to partners websites and vice versa Relevant advertising for generating revenue without putting off customers

LAUNCH OF COOKERY WEBSITE

CONCLUSION
Product development is an expensive process
Lot of time and money invested Cookery website - very challenging task Generating revenue - symbiotic relationships

with food and beverage companies

Success - acceptance and adoption by customers Commercialisation prime importance