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Documente Cultură
pRODUCT maNAGEMENT25/8/2015
Contents
About the Company............................................................................................... 2
Industry Background.............................................................................................. 2
Luggage Bag with Anti-Theft Technology...............................................................2
Need................................................................................................................... 2
Technology.......................................................................................................... 2
Form................................................................................................................... 3
Sleeping Bag with temperature control.................................................................3
Form:.................................................................................................................. 3
Technology.......................................................................................................... 4
Value proposition from the two products............................................................4
Screening............................................................................................................... 4
IRP Table................................................................................................................ 7
Questionnaire........................................................................................................ 7
Initial Findings........................................................................................................ 9
Industry Background
Foreign Tourist Arrivals (FTAs) in India during 2013 were 6.97 million with a
growth of 5.9% as compared to the FTAs of 6.58 million during 2012 registering
a growth of 4.3% over 2011. The Foreign Exchange Earnings (FEEs) from tourism
in terms of US dollars during 2013 was US$ 18.445 billion with a growth of 4.0%
as compared to FEE of US$ 17.737 billion during 2012 registering a growth of
7.1% over 2011. Substantial growth was observed in domestic tourism sector as
the domestic tourist visits during the year 2013 was 1145 million (Provisional),
showing a growth of 9.59% over 2012.The Major tourist influx was from the US
and Europe while domestic travelers also constituted a major part of the tourist
demographic. The tourist influx was maximum during the months of OctoberDecember and January- March. Peak months accounted for more than 9% of the
tourist arrivals. For travel accessories, in the absence of a proper market study
for India, only subjective estimates exist. Wildcraft believes the Indian outdoor
gear market relevant to it should be worth $250 million; the range of footwear
that could interest it is at $1.5 billion and the relevant sports apparel segment
touches $1.2-1.5 billion (these are figures for a whole potential market).
Technology
There would be four features that make the bag anti-theft.
1.
2.
3.
4.
Slash-proof materials
Zip Locks
Puncture Resistant Zip
Anchor Strap
Slash Proof Materials could be used to make the bag so that the objects inside
the bag cant be stolen by pickpockets by slashing open the bag. There are two
technologies that could be used. One is Kevler Technology. Kevlar is high strength
material that could withstand high impact. Because of its high tensile strength to
2
weight ratio, it is five times stronger that steel. The second one is using highly
flexible steel mesh. This steel mesh could be laminated between the fabrics. So
that even if the outer layer is slashed, the objects inside the bag would be safe.
Zip locks would help in locking the zip so that the zip wont be opened and
objects stolen from the bag. There could be different type of zip locks. One is
interlocking the zip pullers. Interlocking zip pullers ingeniously slide on top of one
another and interconnect making it making it harder for pickpockets to unzip bag
and whip out valuables. The other method is Zipper pullers can be attached to
discreet security hooks to prevent pickpockets reaching into bag. Number locks
can also be used. Zip could be locked using the anchor in the back that has
number lock.
Puncture resistant Zip helps prevent pickpocket pilfering and forced entry into
the bag. The zip cant be tore open using pen or sharp tools. This would help in
fully protecting the valuables when using Zip Locks.
The slash guard anchor strap is fixed to bag and tucked away in its own special
pocket. When pulled out and engaged it can be used to attach to a secure
fixture. It is reinforced with stainless steel wire so that it cant be easily cut by a
thief.
Form
The travel bag should address the need of the people for an anti-theft bag while
traveling in trains and buses. There would be backpacks and rucksacks that have
anti-theft technology. Backpack would be of the capacity of 25 L and rucksacks
would be of capacities of 55 L and 65 L.
The bag would have common features and in addition would have anti-theft
features including slash-proof fabrics, zip lock, puncture resistant zip, and slashproof anchor strap. The flexible steel laminated fabrics would be used to make
the bags. The steel would be of light weight so that it wont add much weight to
the bag. Zip lock anchor would be attached to the bag. Puncture resistant zip
would be used. The anchor strap is slash guard and it is long enough that the
bag could be tied to a fixed rod or pole
Oversized 2-way main zipper for maximum ventilation and ease of use
Fully unzips to become a blanket
Durable dust wrap with compression straps for easy transport and storage
Quilt though construction for lasting durability
Hook and Loop keeps zipper in place
Machine washable
European Norm (EN) 13537 tested
Technology
The company already utilizes synthetic polyester (dry) for water protection in its
down sleeping bag. The incorporation of liners in the sleeping bags while
adhering to fill/power ratio will likely lead to higher revenues with the increased
ability to cater to sub-zero temperatures
Screening
A-T-A-R Model for Temperature control sleeping bag with Liner
Buying Unit: Purchase point (person or department/buying center).
Aware: Has heard about the new product with some characteristic that differentiates
it.
Available: If the buyer wants to try the product, the effort to find it will be successful
(expressed as a percentage).
Trial: Usually means a purchase or consumption of the product.
Repeat: The product is bought at least once more, or (for durables) recommended to
others.
Wildcraft grew at a CAGR of 60-70 per cent, which over the next three to five years
should settle to around 40-50 per cent.
Wildcraft had 100 branded retail showrooms in India. There were 20 franchised
outlets. Most of these 120 outlets were profitable save five to six outlets, which
opened recently. Approximately 25 per cent of company turnover came from its
owned and franchised outlets. The balance 75 per cent was from distribution, large
format stores, online portal sales and institutional sales.
millio
30 n
70%
30%
10.00% (assumed in india)
30%
50%
100%
10%
500
4.72 milli
50000 on
in rupees
9,4
50.00 units
millio
1282 n
50%
30%
11.90%
25%
20%
50%
5%
720
20.59533
00
milli
on
28,604.6
3
units
in rupees
On the basis of financial screening and technical feasibility, we filter the products
further and choose the luggage bags with smart anti-theft devices.
Research Objective:
Research Design:
The type of research would be exploratory, to gain insights into consumer
preferences regarding pricing and features desirable in the product to be
launched.
IRP Table
Source of information
Students
Information Points
Tourists(both
domestic and
foreign)
Travel patterns
Product
preference
Satisfaction levels
with product
Desired pricing
Affinity towards
product
Affinity towards
Company
Travel patterns
Product
preference
Satisfaction levels
with product
Desired pricing
Measurement Scale
Nominal scale
Nominal Scale
Interval scale
Nominal Scale
Interval Scale
Nominal Scale
Nominal scale
Nominal Scale
Interval scale
Nominal Scale
Interval Scale
Nominal Scale
Affinity towards
product
Affinity towards
Company
Questionnaire
Are you fond of travelling?
1. Yes
2. No (exit)
If yes to the previous question, how adequate do you find the device in
protecting your luggage?
1
Adequate
Inadequate
Very Satisfied
Very Dissatisfied
How likely are you to buy a Wildcraft luggage bag with smart anti-theft
support?(Including zip locking, puncture resistant zip, anti-slashing and
anchor strap)
1
Very Likely
Very Unlikely
5000-6000
6001-7000
7001-8000
8000+
Which other features would you like to see with this product?
_____________________________________
Initial Findings
Frequency of Travel
Satisfaction levels with Wildcraft products among consumers with 1 being very
satisfied
10
3
No
blank
Yes
The initial findings indicate a general liking for Wildcraft products among the
survey respondents, with the respondents not averse to buying the product while
favouring a price between Rs. 6000-7000 for the offering.
11
12