Household Product

Submission by: Aman Mittal

(16045)
Process followed by the company to introduce the new product:
Idea
Generation

Idea
Screening
Concept
Developmen
t and Testing
Advertising
and
Developmen
t
Market
Research

Mr. Rahul came up with the idea of going for product with perfume appeal on
the basis of past consumer research and existing product segmentations
Product manager suggested the use of Vegetable oils in view of the religious
feelings as a PoD
Product manager submitted the report considering feasibility of the product
and suggested the product proposition
Two jasmine fragrances chosen by experts opinions from
among six screened Product test was conducted by marketing
research
The stage was carried out in parallel with the concept development and
testing.
The advertising agency came up with the campaign
Two towns Hyderabad and Indore were selected for the market testing.
Selling strategy and distribution network were put in place
Promotional offers like discount coupons and leaflet giving the product details
to achieve high trial rate

Evaluation of decisions taken at critical stages:

Idea Generation No consumer inputs taken into account while deciding the value proposition
Idea Screening

Unclear whether product managers report considered commercial

feasibility as well as R&D brief.
Concept
No significant difference between test product and competitor product,
still no changes made in the value proposition
Development
No proper research into consumer opinion on wear rate of product.
and Testing
Advertising and Parallel processes- difficult for management to consider making changes
Development
based on the results of the product development stage
Market Research A third city may also have chosen for testing a market which is indifferent
towards Vegetable
Oil Usage
Should the Company go for national launch?
Do not proceed with national extension.

 Sehra enjoys high trial rates, but low repeat purchases due to insufficient PoDs with respect
to Jaimala.
The scent is perceived to be weaker than that of Jaimala.
It is recommended that the organization takes another look at the brand attributes of Sehra,
perhaps strengthen the perfume and add a stronger PoD than pure vegetable oil.
Else, if it proceeds with the launch, it will suffer a failure. Sehra will most likely fail due to
there being a complete marketing failure: a fragmented market, no clear product
differentiation, poor positioning and misunderstanding of customer needs.