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New Product Launch

Marketing Management II

Section B Group 4

Komal Suchak 13PGP086

Kritika Swaminathan 13PGP087

Kunal Kumar 13PGP088

Puneet Manot 13PGP102

Rohit nan! Gar" 13PGP10#

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Tide Liquid Detergent (New to the Market - India)

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Contents

1. Idea eneration...................................................................................................!

2. Idea "creening.....................................................................................................#Idea "creening Matri$..............................................................................................%

&. 'oncept De(e)opment and Testing.......................................................................%

'oncept De(e)opment.............................................................................................%

*hat+ ,ene-ts.......................................................................................................11

*hen..................................................................................................................... 11

'oncept Testing..................................................................................................... 12

. Mar/eting strateg0 de(e)opment.......................................................................1&

(er(iew+.............................................................................................................. 1&Mar/eting "trateg0 De(e)opment of Tide Liquid Detergent...................................1

Target Mar/et+....................................................................................................... 1

PRI'IN T34 PRD5'T....................................................................................1

PRMTIN R4L6T4D T T34 PRD5'T..............................................................17

Distri8ution of the product....................................................................................1!

7. ,5"IN4"" 6N6L9"I"...........................................................................................1#

(er(iew............................................................................................................... 1#

Detergent Industr0 6na)0sis+................................................................................. 1%

Leading 'ompanies+.............................................................................................. 1%

TR4ND"................................................................................................................. 1%

'MP4TITI:4 L6ND"'6P4.....................................................................................22

PR"P4'T"...........................................................................................................2&

Mar/et "hare of 'ompanies+.................................................................................27

'apacit0 of 'ompanies+.........................................................................................2!

Mar/et "hare of Ma;or Products+............................................................................2!

$%&G'R( )*+)$%'RS..........................................................................................2- )t al,o

remo5e, the unCea, han!lin" o/ pow!er,-

Wen

)t i, pro!uct which can .e u,e! in all !aCtoC!a wa,hin" proce,,e,- Be it manual wa,hin" or

ai!e! with machine-

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Time

'ost

4Eort

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Concept Testing

hpothetical ,ur5e to check the a.o5e mentione! pro!uct, concept, $ommunica.ilit

ccepta.ilit an! ikea.ilit were con!ucte!- %he re,ult o/ the ,ame i, pre,ente! .elow O Breake5en t 5"- Sale, Price

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O 1#62#0000 113 O 176#0Mn

ence the compan woul! nee! to "enerate re5enue, o/ R,- 176#0 Mn in or!er to .reak e5en /or

the pro!uct- %he ,ale, "rowth /i"ure, /or the pro!uct are e,timate! a,