Documente Academic
Documente Profesional
Documente Cultură
REPORT
ON
NEW PRODUCT
DEVELOPMENT
SUBMITTED
BY
ACHAL
BHUSHAN KHESS
ANSHUL GUPTA
NEHA JHA
MEGHA AGARWAL
PRAGYAN DAS
1
OUR LOGO
“be AheAd”
2
Cox
Is
“Comfort
Occult
Xtraordinary”
3
ACKNOWLEDGEMENT
4
Executive summary
we know that a person can be best described with his shoes. we have come
up with a unique and simple product COX SHOES .These days in our hectic
lives, we face a general problem of bad odour from a pair of shoes worn by
us for long duration .People sitting close to us or in our nearby surrounding
start getting irritated as well as they get bad smell that is more than difficult
to bear up.So, to over come this problem we have come up with a solution
for you – “COX SHOES”. Cox shoes avid range of fragrance pad gives the
consumers a varied range to choose from. (the inner part of fragrance pad
is so designed that it will fit only to COX shoes) Cox shoes feature of
acupressure will not only seek to health problems but also dilutes problems
of leg sprains and muscle strains. Additional materials like KELVAR has been
used to enhance the quality. As this is a new product with new additional
features of fragrance pad and acu pressure points in the sports shoes for
the first time, so reasonable Price is set based largely on competitor’s price,
by comparing quality, and features.Our product is compared with products
in upper middle and lower middle category i.e. with Adidas, Nike, Action,
Reebok etc… also As the product has special feature like acupressure points
and fragrance pad it will be characterized by high level of perceived quality
and features with price just high enough but not out of customer’s
reach.Determinig all these factors
Price range of product: Rs1500.00 to 4000.00 is set. Promotion mix like
5
INTRODUCTION OF NEW PRODUCT
COX SHOES
“If your feet is in your shoes,You can steer
yourself IN ANY DIRECTION You choose,You
are on your own,and You know what you
know,you are the guy who ll decide where to
go.”
And as we know that a person can be best described wih his shoes
we have come up with a unique and simple product COX SHOES
.These days in our hectic lives, we face a general problem of bad
odour from a pair of shoes worn by us for long duration .People
sitting close to us or in our nearby surrounding start getting
irritated as well as they get bad smell that is more than difficult to
bear up. So, to overcome this problem we have come up with a
solution for you – “COX SHOES” with a special fragrance oriented
pads ,so as to secrete a pleasing odour all the while schedule
without being embarrassed.
Using this once will make a you a loyal believer of its advantages,
which industry has never witnessed before.
6
Since our pads are replaceable, we are also providing two extra
pads with our shoes free. Each pad can be used regularly for six
months.
Since we are also targeting health and as it is said that “health is
wealth” so we have come up with and added feature of our shoe
that is there will be accupressure points, so that customer will be
relieved from major health problems which come up due to stress
and over exertion.
Our shoe will also be available with different fragrances (mild &
strong) accordingly.
• The Indian foot wear retail market is expected to grow at a CAGR of over 20% for
• It is expected to increase in about 60% of the total raw materials of foot wear
• Presently the Indian footwear market is dominated by men’s foot wear market that
7
• COX shoes behave like an extension of the foot, which is a
complex structure of bone, muscle and fatty tissues.
• Cox shoes provide the user with a comfortableness and
uniqueness to the maximum.
• Cox shoes avid range of fragrance pad gives the consumers a
varied range to choose from. (the inner part of fragrance pad
is so designed that it will fit only to COX shoes)
• The fragrance provided with the shoes will save the user from
embarrassments arising from bad odour .
• Cox shoes feature of acupressure will not only seek to health
problems but also dilutes problems of leg sprains and muscle
strains.
Raw Materials used in shoes
To enhance performance, sophisticated shoe structures are
employed which make use of viscous and elastic foam materials
such as ethylene vinyl acetate (EVA) and polyurethane (PU). The
use of viscous plastics in the heel area serves to absorb the
impact forces during the initial ground contact, and provides the
foot with a soft ‘cushioning’ effect.
Additional materials used:
9
H
T
G
N
E
L
T
C
U
D
O
R
P
WITH
FRANGANCE
SIZE -6 TO10
WITH
FRANGANCE
PAD & ACU
PRESSURE
10
PRODUCT DEPTH =VARIANTS X SIZES
2 X 5 = 10
TARGETING
SEGMENTATION
Geographic
11
Behavioral:
Benefits: Quality, service, after sell service.
User status: Non user, potential user, first time user.
TARGETING
12
TARGETING
TARGETING
UNAWA AWARE
NOT TRIED
TRIED
REJECTED NOT
YET
REPEATED
REPEAT
13
LOYAL TO SWITCHER LOYAL
OTHER TO
BRAND
POSITIONING
3. Expenditure is smaller part of the buyers total income .since the price of
footwear is small part of the total income.
Estimating cost
The total cost depends on fixed and variable cost. it is important to know
how cost vary with different levels of production ,and accordingly cost are
estimated.
15
Analyzing competitor cost price and offer
PRICE COMPARISON OF DIFFERENT BRANDS
16
Since the product has added features and enhanced quality so the
product will be perceived similar to product in upper middle and in
lower middle category so the price of the product will be compared
with Adidas, Nike and Reebok.
17
SELECTING FINAL PRICE
Finally selecting the price additional factors like the impact of
other marketing activities, company pricing policies, gain and risk
sharing pricing are considered.
18
category
Promotion
Marketing activity used to communicate to consumer about the
organization its product, its activity and directly or indirectly
expenditure.
Promotion mix
Advertising
Sales promotion
Direct marketing public relation
19
Advertising : A paid form of non personal communication
through media.
We are promoting our shoe as it provides.
-Nice fragrance
-acupressure point that help to control blood pressures.
As our logo & caption “we did it “which we have taken also
suggest that we have created a product which is beneficial for the
customer ,because no such shoes has been launched yet which
have acupressure point and fragrance paid along with good
quality.
Sales promotion
An activity or material that Offer a direct inducement to purchase .
We can do our sales promotion by:
1. Sport sponsorship
By sponsoring local sports events.
2. Event sponsorship
By sponsoring events like new year eve.
3. Advertisement on wheels
4. Contests
Contest like marathon race can be organized to build brand
image and increase the sales volume.
5. Tying up with core companies having brand name and
involved in making only sports accessories or associating
with brand companies producing health care gadgets to get
the benefits of their brand value and increase the sales
volume .
6. Using print media
• Sport magazines
20
• Weekly magazines e.g. india today
• Health magazines
• Newspaper
1. Electronic media
• Adds on TV and internet
• Radio
• Bill boards.
DISTRIBUTION
CHANNELS
CHANNEL LEVELS
22
Their are four channel levels by which a company can reach to consumers.
• 1- level channel
• 2- level channel
But we will be using only first three channel for our product distribution.
1. Zero level channels consist of a manufacturer selling directly to final consumer. we will
be selling our shoes by internet selling(by sending mails, by using sites such as e-bay
,amzon, alibaba.com).We will also sell our shoes directly to various institutes and sports
academy.
2. 1-level channels, In 1-level channel we use only one intermediary or distributor, who will
supply goods to the retailer and they will also provide feedback to the company about
demand of consumers.
Exclusive showrooms can be used with wide coverage to cover different price points and
3. 2 -level channels contains two intermediaries selling to retailers through wholesaler and
finally to customer inorder to cover the maximum targeted segment .(Here benefits of
23
24