new product development - a behaviour gap model
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8/3/2019 New Product Development - A Behaviour Gap Model
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New Product/Service development
A behaviour gap model
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Effect ofConsumerBehaviour
GAP
Room for New Product/Service
Effect of
BrandBehaviour
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Hunting for a gap
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THE AUTOMOBILE
First perfected by Karl Benz and put on streets in 1888
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Road accidents followed shortly after
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CAR MANUFACTURERS
mademany
attempts to
avoid this
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AIRBAGS
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TIRES
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SEATBELTS
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AND A HOST OF OTHER SAFETY PRODUCTS
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Car safety
D r
unk D r i v i n
g
R a
t e o
f A c c
i d e
n t s Accidents caused due to excessive alcohol
and speeding: 2,50,000+
Deaths caused: 70,000+
Road accidents increasing by 10% yearly
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Enforcing sobriety checkpoints and random breath testing can leadto reductions in alcohol related crashesand has been shown to be
very effective
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A 28 -year-old fashion designer, driving under the influence of alcohol in the wee hours of Sunday,knocked down the 61-year-old vendor near India Gate and then hit the pavement in full speed
which resulted in his car turning turtle
One person was killed and another injured after a 30 -year-old man rammed his car into a scooterin south Mumbai and subsequently into another four wheeler in Malabar Hill here, under the
influence of alcohol
But the news keeps pouring in
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And the innocent suffer
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Effect ofConsumerBehaviour
(Drunken driving)
Effect ofBrand
Behaviour(Safety features)
Increasing accidents
Intensity ReductionGAP
Reduce the occurrence...
NOT the intensity
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Reducing the occurrence...NOT the intensity
The Solution
EXISTING preventive measures
EXISTING brand features +
An effective HYBRID solution
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Why EXISTING features
Pre existing features are well known
No need to educate consumers(too much!)
Easy vendor recruitment and deployment
Quick to -market timelines
Ease of product display to required stakeholders
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Breathalyzer car keys
+
Voice activated ignition
+
Car SMS service
The ultimate ANti-drinking Kit
The HYBRID solution
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The ultimate ANti-drinking Kit
T.AN.K
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How it works
+
Test Failed
Car auto locks
Test Failed
Engine auto locks
1. Police notified of car location2. Taxi company notified to send cab3. Home notified of occurrence
Auto SMS sentfrom car
Auto SMS sentfrom car
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1. Approach government, get approvals2. Bring on board Indian Police
Messaging Main Brand Target Urban parents of 18+ year olds Emotional messaging showcasing the
horrors of drunk driving TV, Press, Outdoor
Messaging Partners Co-branded messaging with partners Budgets can be extracted by partners for
annual CSR spends TV, Press, Outdoor
Messaging Main Brand + Partners Educate rest of the nation Demos, road shows and exhibitions
across the country
Messaging car manufactures Start advertising new range with kit Safety messaging as an add-on to car
brand advertising
Tier 1
Tier 2
COMMUNICATION MESSAGING AND ARCHITECTURE
1. Approach and build partners: Car Manufacturers Mobile network providers Mobile equipment providers Private taxi companies
1. Contract manufacture kit2. Car manufacturers incorporate
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Messaging Main Brand Target Urban parents of 18+ year olds Emotional messaging showcasing the
horrors of drunk driving TV, Press, Outdoor
Messaging Partners Co-branded messaging with partners Budgets can be extracted by partners fro
annual CSR spends TV, Press, Outdoor
Messaging Main Brand + Partners Educate rest of the nation Demos, road shows and exhibitions
across the country
Messaging car manufactures Start advertising new range with kit Safety messaging as an add-on to car
brand advertising
Tier 1
Tier 2
COMMUNICATION MESSAGING AND ARCHITECTURE
Urban DIGITAL cloud
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And lastly..
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Getting it to the consumers
Kits contract manufactured, using 3 rd Party Vendorsunder TANK brand name
T.AN.K 1. Post endorsement of Government2. Manufacturers incorporate kits all
new cars
Manufacturing costs borne bymanufacturers
Consumer pays registration of kit absorbs manufacturer investment
1. Kit Installation at select outlets2. Made mandatory over time
(starting with higher car class andfiltering down
3. Police checks (Like PUC)
Old cars
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The motivation to spend?
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T.AN.K
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Thank You
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Presented by:
Group VIDCCFF Semester I
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