MARKETING
MANAGEMENT
PROJECT
GROUP 3:
ATHIRA KRISHNAN K U(13)
MEGHNA B RAJ(31)
NIDHI KRISHNA U(34)
RAJATH R(37)
SANDRA DEVASIA(40)
SEEMA(44)
AMRITHESWARI. P. ASHOK(56)
VISHNU C(58)
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INTRODUCTION
Bi-Sen-Cy: A sensor which can assemble in two wheelers to reduce the
risk in travelling.
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THE NEW PRODUCT DEVELOPMENT PROCESS (NPD):
1. Idea generation
2. Idea screening
3. Concept development and Testing
4. Marketing strategy development
5. Business analysis
6. Product development
7. Test marketing
8. Commercialisation
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IDEA GENERATION:
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Internal sources: we got this idea internally from our group members.
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Article: “Drivers' Overtaking Bicyclist's”- Lan Walker.
What we can do to reduce the risk of accidents cause to two wheel
riders?
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IDEA SCREENING:
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Accept good ideas and dropping poor ideas.
R-W-W SCREENING:
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IS IT REAL?
IS THERE A NEED FOR THIS PRODUCT IN THE MARKET?
CAN THE CUSTOMER BUY IT?
CAN THE PRODUCT BE MADE?
CAN WE WIN?
DOES IT HAVE COMPETITIVE ADVANTAGE?
IS IT WORTH DOING ?
ARE FORECASTED RETURN GREATER THAN COST?
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CONCEPT DEVELOPMENT
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Concept 1-We mainly focus on reducing accidents of bicycle
riders.
Concept 2-We are planning to provide a product with different
features.
Concept 3-We mainly target the people who are using bicycles,
especially the night riders.
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FEATURES OF Bi-Sen-Cy
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It can be charged in solar power.
It consist of both direction sensor and speed sensor.
It can be operated with the help of a smart app.
Bi-Sen-Cy lends to easy mounting, no matter what type of bicycle you
have.
It uses LED lights to avoid contrast and for clear visibility.
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CONCEPT TESTING
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Concept Testing was done Through online survey.
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The survey was conducted through Google Forms.
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The form was distributed to around 45 people and 35 responded.
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The responses where represented in the form of charts.
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MARKETING STRATEGIES
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Keep track of trends in the industry.
Size and growth of industry and sub segments.
Changes and directions of new technology.
Global trends.
Identify new players and competitors in the industry.
Keep track of trends of the customer in the industry.
Track new potential customers.
Focus customer value and satisfaction.
Understanding core competencies.
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UNDERSTAND THE CUSTOMER
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Create customer value and satisfaction.
Builds customer relationship and tools.
Building customer loyalty.
TARGET MARKET
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Focused on large mass of audiences.
Economically Priced.
Targeted to those audiences who is conscious about the safety.
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VALUE PROPOSITION
Bi-Sen-Cy - “Be safe and take care of others safety”. We bring to you a
very innovative and new product which will change your travelling
experience. The product will ensure the customers safety on the roads
while riding bicycles and motorcycles .The product is a value for money
,after all ,all we want is the safety of our loved ones and ourselves .This
product will help other riders on the roads to know the speed and
accordingly adjust their speeds and maintain a safe distance. This will
help in reducing the number of accidents happening because of wrong
judgement of speed of the vehicles on the road.
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PROMOTION:
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Advertising : Indirect advertisement through video adds.
Personal selling: Through sales executive team.
Sales promotion: Live displays in shops.
Direct marketing: through social media and websites.
PRICING STRATEGY:
• Value based pricing
The customers will be provide with the newest technology and best quality. The
price is set looking into the values that we are providing the customers.
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SWOT Analysis
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STRENGTHS
We are providing the customers with the best quality
product.
The customers safety is given the prime importance.
We are providing the value for money product.
The technology is very innovative and new in the
market.
We are providing good customer care services .
The product is of great usefulness in the major cities
, with big markets in place.
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WEAKNESSES
Our product has little market presence.
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There is less awareness among the people , about the
product.
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Less number of staff is a drawback .
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We are vulnerable for staffs taking leave
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OPPORTUNITIES
Our product is a new introduction and has a 
potential for future success
Cash flows will be unreliable in the early stages.
THREATS
Rapid development in the technology can taking
place.
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The product is concerned with the safety of people , 
hence will have high demand.
If a large competitor develops a similar product, our
sales might be affected.
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Government will support our business as the 
product will help in reducing the number of
accidents.
Lack of awareness can lead to less sales.
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Competitors will be slow to adopt the technology.
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BUSINESS ANALYSIS
Components
Cost(Rs)
Sensors
1000
Micro solar grid
1500
Mini projector
800
Battery
200
Product frame
300
Other elements
800
Total material
4600
Assembling cost
400
Testing cost
600
Packaging cost
500
1500
Total
4600
1500
6100
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Estimated profit
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Per unit cost(CP)
6100
Selling price
7999
Profit before tax
1899
Tax
18%
Profit after tax
1557.18
Particular
Year 1
Expected production(Unit)
10000
Expected sales(Units)
9000
Expected profit
14014620
Therefore we are expecting Rs 14014620 profit for the first year
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PRODUCT
DEVELOPMENT
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Products undergo rigorous tests to make sure they perform safely and
effectively.
The tests that we plan to use are:
1. Bench testing
2. To check whether it is compatible with various types of cycles.
3. To test in various geographic locations.
4. To test the maximum visibility range of the sensor.
5. Validating it’s protection from dust, water, or salt.
Prototype of Bi-Sen-Cy
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TEST MARKETING
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Test marketing is a stage at which product and marketing program are introduced into
more realistic market settings.
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We are using Standard Test Marketing.
The company chooses few representative cities and the sales force tries to sell the
product and give it a good self exposure.
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We planned to test our product Bi-Sen-Cy and marketing program in one or two
urban areas with large commuting populations before manufacturing, promoting, and
distributing the product on a national scale.
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It allows us to research actual consumer responses, reducing the risk of a full-scale
launch, and creating product awareness.
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The drawback expected is increased susceptibility from competitors, having a test
market not representative of the full target market, and high test marketing costs.
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COMMERCIALISATION
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Timing of launch: The product will be launched within 3months after testing.
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Target consumers: Two wheeler riders
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Public Relation: conducting cycling campaigns.
Launch location: The product will be launched online and it will be available
throughout the nation.
Advertisement: The product will be advertised through the newspapers, social
media.
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THANK YOU
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