strategic design - product planning

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RECREATION 8-14 MASS PREMIUM – WAY FORWARD

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Product strategy proposal for Mass premium and MTB segment.

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Page 1: STRATEGIC DESIGN - Product Planning

RECREATION 8-14MASS PREMIUM – WAY FORWARD

Page 2: STRATEGIC DESIGN - Product Planning

ROADEO DUAL SHOX – Product Architecture

BDP VOLSPEED

KEY FEATURES

No Competition

No Competition

No Competition

NEW CONCEPT

No CompetitionNo Competition

7000

No Competition

Page 3: STRATEGIC DESIGN - Product Planning

ROADEO HARD TAIL – Product Architecture

BDP VOLSPEED

KEY FEATURES

Page 4: STRATEGIC DESIGN - Product Planning

ROADEO 24 INCH – Product Architecture

BDP VOLSPEED

KEY FEATURES

NEW CONCEPTBASED ON

HARDLINER

Page 5: STRATEGIC DESIGN - Product Planning

MTB Geared 26 INCH – Product Architecture

BDP VOLSPEED

KEY FEATURES

No Competition

No Competition

No Competition

No Competition

No Competition

No Competition

Page 6: STRATEGIC DESIGN - Product Planning

MTB Geared 24 INCH – Product Architecture

BDP VOLSPEED

KEY FEATURES

Page 7: STRATEGIC DESIGN - Product Planning

Hero NEXT Hercules Roadeo Turner VX

Existing Turner VX vs Competition

Competition TURNER VX

Page 8: STRATEGIC DESIGN - Product Planning

Option

HERO Enchant 18 Spd – BDP : 4475

• Dual suspension• V- brakes• Multi-speed transmission• Dual color combination

KEY SELLING FEATURES

BDP - 5650Source – Keelani, Sri Lanka

This project is part of the Catch-up Plan

Mass Runner (MAYHEM) vs Shortlisted Option

Competition

Next slide has feature comparison with competition

Page 9: STRATEGIC DESIGN - Product Planning

Mass Runner (MAYHEM) – FEATURE Grid

Feature Roadeo Mayhem Option A

Hero Enchant

Gears 18 Speed 18 Speed

Shifter Revo Revo

Frame Steel DualSuspension

Steel DualSuspension

V Brakes Yes Yes

Rims Alloy Alloy

Threaded Stem Yes Yes

Cushioned Saddle Yes Yes

Page 10: STRATEGIC DESIGN - Product Planning

HERO Y Street 18 spd – BDP : 4745

Source : Feija, Sri Lanka BDP - 6300

• Dual suspension• Front Disc / Rear V-brakes• Multi-speed transmission• 21 Spd EZ fire shifters• Double Wall alloy rims

KEY SELLING FEATURES

This project is part of the Catch-up Plan

Torrent Replacement (GEOLANDER) – Shortlisted Options

Competition

Next slide has feature comparison with competition

Page 11: STRATEGIC DESIGN - Product Planning

Torrent Replacement( Geolander) – FEATURE Grid

Feature RoadeoGeolander

Hero Y Street

Gears 21 Speed 21 Speed

Shifter EZY fire Revo

Frame Dual Suspension Steel Frame

Dual Suspension Steel Frame

Brakes Front Disc Rear V Brakes

Front Disc Rear V Brakes

Rims Double Wall Alloy Double Wall Alloy

Stem Threaded Threaded

Cushioned Saddle Yes Yes

Page 12: STRATEGIC DESIGN - Product Planning

New D- Frame Concept

Page 13: STRATEGIC DESIGN - Product Planning

Hercules TORRENT – 21 Spd

Page 14: STRATEGIC DESIGN - Product Planning

Existing Torrent

HERO UT Maxim 21 spd – BDP : 7800

Old Imported Torrent vs Competition

Competition

Hercules Roadeo TORRENT 21 spd – BDP : 9120

Page 15: STRATEGIC DESIGN - Product Planning

Hercules Roadeo A100 VX – 18spd - 7840

A100 VX 18 Speed vs Competition

A100 VX

Hero Octane Astra – 18spd - 5800

Competition

Page 16: STRATEGIC DESIGN - Product Planning

Hercules Roadeo A100 VX – Single Speed - 6655

A100 VX Single Speed vs Competition

A100 VX

Firefox Warrior – Single Speed - 6600

Competition

Page 17: STRATEGIC DESIGN - Product Planning

Hero Octane Spear - 21spd - 9100 Hercules Roadeo A300 - 10300

A300 vs Competition

Competition A300

Page 18: STRATEGIC DESIGN - Product Planning

Firefox Fusion 6 Spd – BDP : 6592 Hercules Roadeo HARDLINER 6 Spd – BDP : 6000

• Diamond frame geometry• V- brakes• Multi-speed transmission• EZ fire shifters

KEY SELLING FEATURES

This project is part of the Catch-up Plan

Competition Hardliner

Next slide has feature comparison with competition

Entry Level Hardtail (Hardliner) vs Competition

Page 19: STRATEGIC DESIGN - Product Planning

Entry Level Hardtail (Hardliner) – FEATURE Grid

Feature Roadeo Hardliner Firefox Fusion

Gears 6 Speed 6 Speed

Shifter Revo Revo

Frame Steel Hardtailwith Front Suspension

Steel Hardtailwith Front Suspension

V Brakes Yes Yes

Rims Double Wall Alloy Single Wall Alloy

Threaded Stem Yes Yes

Cushioned Saddle Yes Yes

Page 20: STRATEGIC DESIGN - Product Planning

Shortlisted

Firefox Cyclone 21 Speed – BDP : 7800 Source – Tan Lan, MalaysiaBDP - 6100

• 21 Speed transmission• EZ fire Shifters• Dual Suspension• Double wall alloy rims

KEY SELLING FEATURES

This project is part of the Leadership Plan

Mid Range Hard tail (Wayfinder) vs Competition

Competition

Next slide has feature comparison with competition

Page 21: STRATEGIC DESIGN - Product Planning

Mid Range Hard tail (Wayfinder) – FEATURE Grid

Feature Roadeo Wayfinder Firefox Cyclone

Gears 21 Speed 21 Speed

Shifter EZY Fire EZY Fire

Frame Steel Hardtail with Front Suspension

Alloy Hardtail with Front Suspension

Brakes Disc V Brake

Rims Double Wall Alloy Single Wall Alloy

Stem Threadless Threadless

Cushioned Saddle Yes Yes

Page 22: STRATEGIC DESIGN - Product Planning

Sparx 6 Speed

Sparx 6 Speed vs Competition

Nitro Integra 6 Speed

• Revo Shifters• 6 Speed Transmission

KEY SELLING FEATURES

This project is part of the Catch-up Plan

BDP 2955 BDP 3600

Next slide has feature comparison with competition

Page 23: STRATEGIC DESIGN - Product Planning

Entry Level Geared (Sparx 6 Speed) – FEATURE Grid

Feature Sparx 6 Speed Hero Nitro Integra 6 Speed

Gears 6 Speed 6 Speed

Shifter Revo Revo

Frame Steel Frame without Suspension

Steel Frame without Suspension

Brakes V Brake Calliper Brakes

Rims Steel Steel

Stem Threaded Threaded

Saddle Comfy Saddle Comfy Saddle

Page 24: STRATEGIC DESIGN - Product Planning

Fusion 6 SpeedFusion 18 Speed

Fusion vs Competition

Hero X sport 6 SpeedHero X Sport 18 Speed

• Rear Suspension• Revo Shifters• 6 Speed / 18 Speed Transmission• Integrated Carrier

KEY SELLING FEATURES

This project is part of the Catch-up Plan

BDP 3620BDP 3840

BDP 4400BDP 4700

Next slide has feature comparison with competition

Page 25: STRATEGIC DESIGN - Product Planning

Fusion 6 Speed – FEATURE Grid

Feature Fusion 6 Speed Hero X Sport 6spd

Gears 6 Speed 6 Speed

Shifter Revo Revo

Frame Steel Frame with Rear Suspension

Steel Frame withRear Suspension

Brakes V Brake V Brakes

Rims Steel Steel

Stem Threaded Threaded

Saddle Comfy Saddle Comfy Saddle

Carrier Integrated Rod Carrier

Page 26: STRATEGIC DESIGN - Product Planning

Fusion 18 Speed – FEATURE Grid

Feature Fusion 18 Speed Hero X Sport 18spd

Gears 18 Speed 18 Speed

Shifter Revo Revo

Frame Steel Frame with Rear Suspension

Steel Frame withRear Suspension

Brakes V Brake V Brakes

Rims Steel Steel

Stem Threaded Threaded

Saddle Comfy Saddle Comfy Saddle

Carrier Integrated Rod Carrier

Page 27: STRATEGIC DESIGN - Product Planning

ATOM 18 Speed

ATOM 18spd vs Competition

Atlas Crest 18 Speed

• Rear Suspension• Revo Shifters• 18 Speed Transmission

KEY SELLING FEATURES

This project is part of the Catch-up Plan

BDP 4138 BDP 4935

Next slide has feature comparison with competition

Page 28: STRATEGIC DESIGN - Product Planning

ATOM 18 Speed – FEATURE Grid

Feature ATOM 18 Speed Atlas Crest 18spd

Gears 18 Speed 18 Speed

Shifter Revo Revo

Frame Steel Frame with Rear Suspension

Steel Frame withRear Suspension

Brakes V Brakes V Brakes

Rims Steel Steel

Stem Threaded Threaded

Saddle Comfy Saddle Comfy Saddle

Carrier Integrated Rod Carrier

Page 29: STRATEGIC DESIGN - Product Planning

BDP - 4800Hercules SPARTA – 18 Speed

Hercules Sparta 18 Speed vs Competition

BDP – 4035Hero NEXT – 18 Speed

• Revo shifter• 18 Speed transmission• Dual Suspension

KEY SELLING FEATURES

This project is part of the Catch-up Plan

Next slide has feature comparison with competition

Page 30: STRATEGIC DESIGN - Product Planning

Hercules Sparta 18 Speed– FEATURE Grid

Feature Sparta 18 Spd Hero Next

Gears 18 Speed 18 Speed

Shifter Revo Revo

Frame Steel Frame with Dual Suspension

Steel Frame withDual Suspension

Brakes V Brake V Brakes

Rims Steel Steel

Stem Threaded Threaded

Saddle Airflow Saddle Comfy Saddle

Page 31: STRATEGIC DESIGN - Product Planning

BDP - 4400Hercules SPARTA 24 – 6 Speed

Hercules Sparta 24 - 6 Speed vs Competition

BDP – 5100LA Karbon 6 Speed

• Revo shifter• 6 Speed transmission• Dual Suspension

KEY SELLING FEATURES

This project is part of the Catch-up Plan

Page 32: STRATEGIC DESIGN - Product Planning

Hercules Sparta 24”– FEATURE Grid

Feature Sparta 6 Speed LA Karbon

Gears 6 Speed 6 Speed

Shifter Revo Revo

Frame Steel Frame with Dual Suspension

Steel Frame withDual Suspension

Brakes V Brakes V Brakes

Rims Steel Steel

Stem Threaded Threadless

Saddle Airflow Saddle Comfy Saddle

Page 33: STRATEGIC DESIGN - Product Planning

Hercules Terminator 24 - 6 Speed vs Competition

• Revo shifter• 6 Speed transmission• Dual Suspension

KEY SELLING FEATURES

This project is part of the Catch-up Plan

Avon Cruiser 18 spd BDP – 3897 BDP - 4150Hercules Terminator 24 – 18 Speed

Page 34: STRATEGIC DESIGN - Product Planning
Page 35: STRATEGIC DESIGN - Product Planning

Revival of MTB Geared Portfolio – These models are at the bottom of the pyramid and will give good volumes to the category.

Product BDP Launch Date Monthly Volumes Volumes for 2013-14

Fusion 6 Speed 4400 July, 2013 400 3200

Fusion 18 Speed 4700 July,2013 300 2400

Sparta 6 Speed 4400 August,2013 400 2800

Sparta 18 Speed 4800 August,2013 400 2800

AXN DX 6 Speed 3600 July,13 200 1600

Street Rider 6 Speed 3800 October ‘13 400 2000

CATCH UP PLAN SUMMARY – MP Geared

Page 36: STRATEGIC DESIGN - Product Planning

Product type Project Name BDP Launch DateMonthly Volumes

Volumes for 2013-14

Mass Runner MAYHEM 5,650November

2013700 3500

Entry Level Hard tail

HARDLINER 6,000November

2013400 1600

Mid Range Hard tail

WAYFINDER 6100November

2013300 1200

Entry Level Alloy TUNGSTEN 6500November

2013500 2000

Torrent Replacement

GEOLANDER 6600December

2013300 1200

CATCH UP PLAN SUMMARY – ROADEO

Page 37: STRATEGIC DESIGN - Product Planning

• Easy Fire Gear shifting system is preferred in cycles as it is perceived to be safer to use.

• Dual disc brakes have maximum impact on the flaunt value.

• Quick Release, although an interesting concept, is leading to easy theft of seats and wheels.

FEATURE RELATED

KEY CONSUMER INSIGHTS

• Consumer’s are looking for a high entertainment value in products.

• Products with integrated electronic systems are the most preferred.

• Consumers want to ride stunt-ready bikes.

GENERAL

Page 38: STRATEGIC DESIGN - Product Planning

ROADEO MAYHEM

Page 39: STRATEGIC DESIGN - Product Planning

PRODUCT BRIEF

Title : Full Suspension 26” Roadeo Model

Project Name : MAYHEM

Brand : Hercules ROADEO

Consumer Segment : Boys 11-15 yrs

Market : Urban / Semi-urban all India

Target BDP : 5650/-

Estimated Volume : 800/month

Contribution : Min. 20% or Rs. 1000/- (whichever is higher)

Product Features : 18 Speed with Revo shiftersFull suspension Steel frameV-brakeDouble wall Alloy rimsLacquer PaintRoadeo Branded Cushioned PU Saddle

Color options : 2

Competitors : Hero Enchant

ROADEO MAYHEM

Page 40: STRATEGIC DESIGN - Product Planning

CONSUMER PROFILEROADEO MAYHEM

Page 41: STRATEGIC DESIGN - Product Planning

SALES COMMITTED VOLUMES

STATUS Average Volume per month –800 Units.

ROADEO MAYHEM

Page 42: STRATEGIC DESIGN - Product Planning

COMPETITION CHECK

STATUS Mayhem will provide sportier, aggressive design, better quality fit-n-finish, fresh colors and better Graphics.

Option

HERO Enchant 18 Spd – BDP : 4475

BDP - 5650Source – Keelani, Sri LankaCompetition

• Dual suspension• V- brakes• Multi-speed transmission• Dual color combination

KEY SELLING FEATURES

ROADEO MAYHEM

Page 43: STRATEGIC DESIGN - Product Planning

FEATURE BENCHMARKING

STATUS Mayhem specs are at par with the competing set.

Feature Roadeo Mayhem Hero Enchant

Gears 18 Speed 18 Speed

Shifter Revo Revo

FrameSteel Dual

Suspension Steel Dual

Suspension

V Brakes Yes Yes

Rims Alloy Alloy

Threaded Stem Yes Yes

Cushioned Saddle Yes Yes

ROADEO MAYHEM

Page 44: STRATEGIC DESIGN - Product Planning

ROADEO MAYHEM

STATUS Consumer preference study done at 3 schools in CHENNAI.Concept A likes by 59% of consumers. Cleared for prototype.

CONSUMER VALIDATION

Concept - B

Concept - A

A B

Sample size – 121 StudentsTG – 12 to 15 yrsSEC - A

Page 45: STRATEGIC DESIGN - Product Planning

STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.

CRAFTSMANSHIP BENCHMARKINGROADEO MAYHEM

Page 46: STRATEGIC DESIGN - Product Planning

IP CHECK

STATUS Legal Check cleared.

ROADEO MAYHEM

Page 47: STRATEGIC DESIGN - Product Planning

COLOR AND GRAPHICS DESIGNROADEO MAYHEM

Page 48: STRATEGIC DESIGN - Product Planning

PRODUCT VISUALIZATION

Roadeo Branded Cushioned PU Saddle

Double Wall Alloy rims

18 Speed Shimano Gears

Revo Shifters

Threaded Stem

ROADEO MAYHEM

Page 49: STRATEGIC DESIGN - Product Planning

ROADEO MAYHEMPRODUCT COSTING

Previously price was converted with an Exchange Rate of Rs 55. With an exchange rate of Rs 61 this is the revised BDPs.

Page 50: STRATEGIC DESIGN - Product Planning

ROADEO MAYHEMPRODUCT COSTING AGAINST TURNER VX

Page 51: STRATEGIC DESIGN - Product Planning

ROADEO GEOLANDER

Page 52: STRATEGIC DESIGN - Product Planning

PRODUCT BRIEFROADEO GEOLANDER

Title : Full Suspension 26” Roadeo Model

Project Name : GEOLANDER

Brand : Hercules ROADEO

Consumer Segment : Boys 11-15 yrs

Market : Urban / Semi-urban all India

Target BDP : 6600/-

Estimated Volume : 300/month

Contribution : Min. 20% or Rs. 1000/- (whichever is higher)

Product Features : 21 Speed with EZY fire shiftersFull suspension Steel frameFront Disc Brake / Rear V-brakeDouble wall Alloy rimsLacquer PaintRoadeo Branded Cushioned PU Saddle

Color options : 2

Competitors : Hero Y-Street

Page 53: STRATEGIC DESIGN - Product Planning

CONSUMER PROFILEROADEO GEOLANDER

Page 54: STRATEGIC DESIGN - Product Planning

SALES COMMITTED VOLUMESROADEO GEOLANDER

STATUS Average Volume per month – 300 Units.

Page 55: STRATEGIC DESIGN - Product Planning

TORRENT REPLACEMENT

Existing Torrent

BDP – Rs. 6600/-

STATUS : Sample awaited.

Source – Feija, China

EST. BDP - Rs. 7000/-

Target BDP - Rs. 6600/-

Best possible Quote – 6300 to 7200/-

Source – TPT, China Source – Golden Wheel, China

- Self-finished frame.- Painted and assembled.

EST. BDP - Rs. 6300/-

STATUS : Sample awaited.

EST. BDP - Rs 7,200(via Sri Lanka)

APPROACH - To import the frame and assemble the paint in -house.

The bike would be built based on 21 speed torrent spec.Execute a Two stage planOptimistic, do consumer work with Feija frame and progress further.Pessimist plan, order the other two frames and be ready – KC.BOM & Costing preparation.Prepare a detailed project activity schedule.

WAY FORWARDROADEO GEOLANDER

Page 56: STRATEGIC DESIGN - Product Planning

COMPETITION CHECKROADEO GEOLANDER

STATUS Geolander will provide modern design, better quality fit-n-finish, fresh colors and better Graphics.

Source : Feija, Sri Lanka BDP - 6300Competition BDP - 4745

HERO Y Street 18 speed

• Dual suspension• Front Disc / Rear V-brakes• Multi-speed transmission• 21 Spd EZ fire shifters• Double Wall alloy rims

KEY SELLING FEATURES

Page 57: STRATEGIC DESIGN - Product Planning

FEATURE BENCHMARKINGROADEO GEOLANDER

STATUS Geolander provides better shifters (EZY fire) compared to Revo shifters in Y-Street.Other specs are at par with the competing set.

FeaturesGEOLANDER Y - STREET

Gears 21 Speed 21 Speed

Shifter EZY fire Revo

Frame Dual Suspension Steel Frame

Dual Suspension Steel Frame

Brakes Front Disc Rear V Brakes

Front Disc Rear V Brakes

Rims Double Wall Alloy Double Wall Alloy

Stem Threaded Threaded

Cushioned Saddle Yes Yes

Page 58: STRATEGIC DESIGN - Product Planning

ROADEO

TURNER VX

GEOLANDER

PRODUCT USABILITY CHECKROADEO GEOLANDER

STATUS Geolander is shorter than Turner VX by 60 mm. Handlebar Reach, Toe clearance, Rake angle, and other dimensions are OK.

Page 59: STRATEGIC DESIGN - Product Planning

45%

55%

ROADEO GEOLANDER

STATUS Consumer preference study done at CHENNAI. Geolander concept liked by 55% consumers.

CONSUMER VALIDATION

SAMPLE SIZE : 50 StudentsTG : 12 to 15 yrs

SEC : A

GEOLANDER

TORRENT VX

Page 60: STRATEGIC DESIGN - Product Planning

ROADEO GEOLANDER

STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.

CRAFTSMANSHIP BENCHMARKING

Page 61: STRATEGIC DESIGN - Product Planning

ROADEO GEOLANDERIP CHECK

STATUS Legal Check cleared.

Page 62: STRATEGIC DESIGN - Product Planning

ROADEO GEOLANDER

STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.

COLOR AND GRAPHICS DESIGN

TYPO – Design Options INSPIRATION BOARD

Page 63: STRATEGIC DESIGN - Product Planning

ROADEO GEOLANDERPRODUCT VISUALIZATION

Roadeo Branded Cushioned PU Saddle

Double Wall Alloy rims

21 Speed Shimano Gears

EZY Fire Shifters

Threaded Stem

Front Disc Brake

Page 64: STRATEGIC DESIGN - Product Planning

ROADEO GEOLANDERPRODUCT COSTING AGAINST A-100 VX

Page 65: STRATEGIC DESIGN - Product Planning

SAMEER M I PRODUCT DEVELOPMENT I TI CYCLES OF INDIA

THANK YOU