Active Noise Canceller Marketing Project Report

Active noise canceller
Marketing Project Report
INTRODUCTION
Imagine a world where you can control what you want to hear and what u don’t
and by this we don’t mean the music you control on your entertainment
systems….we are talking about the world around you…yes technology has
bestowed us with the ability to bring into existence whatever we dream of and
same applies to our new concept product the Active Noise Canceller(ANC). It is a
device which helps you experience silence in the sound, that you don’t want to
listen to. Any product is landed upon by the need felt for its existence and same is
the case with our unique product ANC.
ANC is based on adaptive filter theory which was developed in the early 1980’s
,however never before has it been used as a product we have thought of. Our dream
of providing silence in the sound has become more realistic, both physically and
economically with the invention of powerful but inexpensive Digital Signal
Processor (DSP). These devices have made it possible to implement powerful
adaptive (ANC) algorithms.
ANC our product is a device ,which is ,like any other speaker ,but it generates
sounds of amplitudes that are opposite of the sound found in the vicinity of the
product.the purpose of this negative amplitude is to cause destructive interference
between the noise of the surrounding and the sound generated by our device.
Class of 2012 Page 1

Our product can be installed anywhere and when switched on would produce an
invisible three dimensional film of negative amplitude of desired shape and size as
the need be.
For instance ANC can be installed on the electric poles on the sides of a busy and
noisy road passing through a residential area or an institutional area. The ANC
would be positioned on the opposite poles at the same height so that there is
uniformity in the film of sound created by the device.
This product would prove to be a manna from heaven for people deprived from
peace and ability to concentrate. It has been proven scientifically that people
subjected to constant noise pollution are susceptible to many hearing and
psychological disorders, like tinnitus and Attention deficit hyperactivity disorder
just to name a few. As a result of which people become inefficient and fail to
deliver their best in every sphere of their lives.
In an effort to overcome these problems suffered by the modern man we have

come with this idea of ours’. Moreover a considerable interest has been found for
this product.

The unwanted sound when comes in contact with the the sound generated by the
ANC results in a residual noise which is not too effective as far as audibility is
concerned. Following is a pictorial representation of the above phenomenon.
From a geometric point of view, active noise control applications can be

classified in the
following four
categories:
• Duct noise: one-dimensional ducts such as ventilation ducts, exhaust ducts,
air- conditioning
Ducts , pipework, etc.
• Interior noise: noise within an enclosed space
• Personal hearing protection: a highly compacted case of interior noise
• Free space noise: noise radiated into open space

Specific applications for active noise control now under development
include attenuation of unavoidable
noise sources in the following end-equipment:
• Automotive (car, van, truck, earth-moving machine, military vehicle)
– Single-channel (one-dimensional) systems: Electronic muffler for
exhaust system,
induction system, etc.
– Multiple-channel (three-dimensional) systems: Noise attenuation inside

passenger
compartment and heavy-equipment operator cabin, active engine
mount, hands-free
cellular phone, etc.
• Appliance
– Single-channel systems: Air conditioning duct, air conditioner,
refrigerator, washing
machine, furnace, dehumidifier, etc.
– Multiple-channel systems: Lawn mower, vacuum cleaner, room
isolation (local quiet
etc.
• Industrial: fan, air duct, chimney, transformer, blower, compressor, pump,
chain saw, wind
tunnel, noisy plant (at noise sources or many local quiet zones), public
phone booth, office
cubicle partition, ear protector, headphones, etc.
• Transportation: airplane, ship, boat, helicopter, snowmobile, motorcycle,
diesel locomotive, etc
Active noise control is developing rapidly because it permits significant

improvements in noise control, often with potential benefits in size, weight,
volume, and cost of the system. The book Active Control of Sound provides
detailed information on active noise control with an emphasis on the acoustic
point of view. The design of an active noise canceller using a microphone
and an electronically driven loudspeaker to generate a canceling sound was
first proposed and patented by Lueg in 1936.While the patent outlined the
basic idea of ANC, the concept did not have real-world applications at that
time. Because the characteristics of an acoustic noise source and the
environment are not constant, the frequency content, amplitude, phase, and
velocity of the undesired noise are non stationary (time varying). An active
noise control system must be adaptive in order to cope with these changing
characteristics.

“No more sleepless nights, no more listening to cat fights. Now you can sleep tight
in the silence of the arctic ice…..”
NEED FOR ACTIVE NOISE CANCELLER:-
We often hear from people who have returned from shopping in the market that,
there is a lot of

noise pollution in the city. They often blame the two, three - and four wheelers
besides commercial units for increasing ambient noise pollution. On a special day
like festivals, marriage functions, birthday parties etc., we can hear loud speakers
drilling the common man with severe noise.
As we know needs are the basic human requirements. People have strong need for
recreation and entertainment. Sound proofing is of utmost importance in the busy
and hectic lifestyle of most of us today. The product that we have designed and
plan to promote is specially designed to cater to the need of sound proofing
required by most of the Hospitals where noise can be a big irritation factor for
already distressed patients. Also the people who stay in and around AIRPORTS are
always surrounded by noises generated by flights which take off and land. These
noises are unbearable. Image in the mid of your sound sleep there is a plane that
takes off. Obviously you would not like it too much. We also want to cater the
need of people who stay around RAILWAY stations. We know our railway
stations are always highly crowded and the noise generated by the crossing train
leave people around the railway station in distress.

As stated above we can easy figure out there is a huge demand of an NOISE
CANCELLER which can cater to the needs of the above mentioned category. We
realize that there is a STATED NEED that exists.
Whether knowingly or unknowingly, everyone of us contribute to noise pollution,

because
most of our day-to-day activities generate some noise. Often neglected, noise
pollution
adversely affects the human being leading to irritation, loss of concentration, loss
of

hearing. Identify the sources of noise pollution. Once identified, the reason(s) for
increased noise levels to be assessed. Now, efforts shall be made to reduce the
undesired noise levels
from (unwanted) noise generating sources. This leads to marginal reduction of
noise
levels. It is still un-bearable scientific methods of noise control shall be employed.
The statutory Regulations have prescribed the noise level exposure limits. The
public may
complain to the statutory Board for violation of noise level limits by any noise
generator.
Suitable action will be taken to attenuate the noise levels and controlling pollution.
It is
advisable that suitable noise control measures be taken and reduce the interference
of
Statutory Board. It is high time that everyone should do this bit in curbing the
noise
pollution, which is otherwise becoming as effective as SLOW POISONING.
Broadly speaking , the noise pollution has two sources, i.e. industrial and non-
industrial. The industrial source includes the noise from various industries and big
machines working at a very high speed and high noise intensity. Non- industrial
source of noise includes the noise created by transport/vehicular traffic and the
neighborhood noise generated by various noise pollution can also be divided in the
categories , namely, natural and manmade.
Most leading noise sources will fall into the following categories: roads traffic,
aircraft, railroads, construction, industry, noise in buildings, and consumer
products
1. Road Traffic Noise:-

In the city, the main sources of traffic noise are the motors and exhaust system of
autos , smaller trucks, buses, and motorcycles. This type of noise can be
augmented by narrow streets and tall buildings, which produce a canyon in which
traffic noise reverberates.
2. Air Craft Noise: -

Now-a-days , the problem of low flying military aircraft has added a new
dimension to community annoyance, as the nation seeks to improve its nap-of the-
earth aircraft operations over national parks, wilderness areas , and other areas
previously unaffected by aircraft noise has claimed national attention over recent
years.
3. Noise from railroads: -

The noise from locomotive engines, horns and whistles, and switching and
shunting operation in rail yards can impact neighboring communities and railroad
workers. For example, rail car retarders can produce a high frequency, high level
screech that can reach peak levels of 120 dB at a distance of 100 feet, which
translates to levels as high as 138, or 140 dB at the railroad worker’s ear.
4. Construction Noise:-
The noise from the construction of highways , city streets , and buildings is a major
contributor to the urban scene . Construction noise sources include pneumatic
hammers, air compressors, bulldozers, loaders, dump trucks (and their back-up
signals), and pavement breakers.
5. Noise in Industry: -
Although industrial noise is one of the less prevalent community noise problems,
neighbors of noisy manufacturing plants can be disturbed by sources such as fans,
motors, and compressors mounted on the outside of buildings Interior noise can
also be transmitted to the community through open windows and doors, and even
through building walls. These interior noise sources have significant impacts on
industrial workers, among whom noise- induced hearing loss is unfortunately
common.
6. Noise in building: -
Apartment dwellers are often annoyed by noise in their homes, especially when the
building is not well designed and constructed. In this case, internal building noise

from plumbing, boilers, generators, air conditioners, and fans, can be audible and
annoying. Improperly insulated walls and ceilings can reveal the soundof-
amplified music, voices, footfalls and noisy activities from neighboring units.
External noise from emergency vehicles, traffic, refuse collection, and other city
noises can be a problem for urban residents, especially when windows are open or
insufficiently glazed.
7. Noise from Consumer products:-

Certain household equipment, such as vacuum cleaners and some kitchen
appliances have been and continue to be noisemakers, although their contribution
to the daily noise dose is usually not very large.
Harmful Effects of noise pollution :-

On human being, animal and property: Noise has always been with the human
civilization but it was never so obvious, so intense, so varied & so pervasive as it is
seen in the last of this century. Noise pollution makes men more irritable. The
effect of noise pollution is multifaceted & inter related. The effects of Noise
Pollution on Human Being, Animal and property are as follows:
1. It decreases the efficiency of a man:- Regarding the impact of noise on

human efficiency there are number of experiments which print out the fact
that human efficiency increases with noise reduction. A study by Sinha &
Sinha in India suggested that reducing industrial booths could improve the
quality of their work. Thus human efficiency is related with noise.
2. Lack of concentration:- For better quality of work there should be
concentration , Noise causes lack of concentration. In big cities , mostly all
the offices are on main road. The noise of traffic or the loud speakers of
different types of horns divert the attention of the people working in offices.
3. Fatigue:- Because of Noise Pollution, people cannot concentrate on their
work. Thus they have to give their more time for completing the work and
they feel tiring
4. Abortion is caused: - There should be cool and calm atmosphere during the
pregnancy. Unpleasant sounds make a lady of irriative nature. Sudden Noise
causes abortion in females.
5. It causes Blood Pressure: - Noise Pollution causes certain diseases in

human. It attacks on the person’s peace of mind. The noises are recognized
as major contributing factors in accelerating the already existing tensions of
modern living. These tensions result in certain disease like blood pressure or
mental illness etc.
6. Temporary of permanent Deafness:- The effect of nose on audition is
well recognized. Mechanics , locomotive drivers, telephone operators etc.
All have their hearing . Impairment as a result of noise at the place of work.
Physictist, physicians & psychologists are of the view that continued
exposure to noise level above. 80 to 100 db is unsafe, Loud noise causes
temporary or permanent deafness.
7. Effect on vegetation:- Poor quality of Crops:- Now is well known to all
that plants are similar to human being. They are also as sensitive as man.
There should be cool & peaceful environment for their better growth. Noise
pollution causes poor quality of crops in a pleasant atmosphere.
8. Effect on animal:-Noise pollution damage the nervous system of animal.
Animal looses the control of its mind. They become dangerous.
9. Effect on Buildings:- Loud noise is very dangerous to buildings, bridges
and monuments. It creates waves which struck the walls and put the
building in danger condition. It weakens the edifice of buildings.
STRATEGIES
MARKETING STRATEGIES

 TARGET MARKET
• Government ( highways, infrastructure, govt.offices )
• Airports
• Hospitals ( public and private)
• Military
 NICHE MARKETING
This product is targeting a niche market
• The customers have a distinct set of needs
• It is a fairly small segment but the product profit and growth potential
• Customers are ready to pay a premium to the firm because it’s a

unique product with high utility for the targeted segment
• Gains economies through specialization and technological innovations
• Value proposition
 PROMOTION
• Demos on trial basis
• Specialized internet promotion
• Generate Media Hype
• One-on-one presentations to client base

 DISTRIBUTION AND MANAGEMENT
• Integrated distribution network
• Resonance marketing
• Coordinating activities with the suppliers
• Customer- listen closely and react quickly
• Flexible inventory allocation
• Control distribution costs
 SALES
In the initial stage when the new product is rolled out
• Profits will be negative or low
• Promotional expenditure are high
• Prices are higher as cost is high
BUSINESS STRATEGIES
Initially, the attempt is to familiarize the consumer base with the working and
advantages of the product since it is a highly distinct and technically complex

product. There is a strong need for such a product within the mentioned target
market. We can tap into its potential there and in the long term, we can also
introduce smaller versions of such products to cut noise within neighborhoods,
office complexes and homes.
Eventually, we will also launch customized products based on customer’s

surrounding noise intensity or the size of the area.
Global expansion of the product is also feasible since the aforementioned target
market is present around the world.
Since the niche market can afford to pay a premium, the launch price of the
product need not be discounted or low priced.
These are the long term goals of the company. They depend on the revenues
earned. If the sales are high and more revenue is earned , it can be used for further
technological enhancement and effective cost reduction.
In this way we can benefit the society as a whole and give each and every
individual a noise free life. This product will thus improve the quality of work
performance and overall human productivity. Therefore with our product peace
will not be a distant goal but rather a means by which we arrive at that goal.
As the famous phrase says that
“modern technology owes ecology an apology “but with our product “the active
noise canceller the modern technology will turn this apology into an opportunity
and instead help the ecology.”
Target Markets:-
Initial target markets:-
 Airports:-

Airports witness tremendous noise due to take offs and landings of numerous
flights on daily basis, and the primary victims of this noise are passengers and all
airport staffs. Our product is aimed at reducing /eliminating such noise.
 Hospitals:-
Many hospitals nowadays situated in urban areas have to bear the chaos and hustle
bustle of city. As tranquility and serenity are one of the crucial requirements of
such places, so our product will target such hospitals.
 Construction sites:-
The increased demand for more buildings, offices, organizational spaces etc have
led to the construction work going round the year .So the nearby residents have to
bear the irritating noise coming out from these construction sites. So our product
provides the solution for the aforementioned problem.
 Ships :-
The propellers and engines of ships produce tremendous sounds which lead to
vibrations causing wear and tear of machines. Our device prevents the same.
 Real estates:-
The apartments and buildings near highways and crowded places witness high
volume traffic throughout the day which leads to noise pollution .Our product will
help in reducing such pollution.
 Universities/Colleges:-
The universities and colleges require calm atmosphere free from unwanted noise
disruptions. Our product can provide the same.

Future Target Markets:-
 Inside automobiles :-
Our device can be installed within automobiles to create virtual sound barriers
within the automobile like sound being played in front might not disturb the
person sitting behind.
 Residents in apartments :-
People living in apartments can use this device to screen noises coming from
people living in other rooms using high noise producing devices.
 Special occasions :-
This device can be used effectively to screen the abnormally high sounds
generated from loudspeakers, generators etc in festivals and marriage
ceremonies.

Segmentation:-
Our product initially caters to a niche market and then diversifies itself to cover
a broader segment of the market. Its success in the niche market will pave the
way for its expansion to other markets.
The segmentation will be usually based on the following types:-
1) Geographic:-
Geographic segmentation will include region wise segmentation and our

product will concentrate on the urban areas which are more prone to noises.
2) Psychographic:-
On the basis of this segmentation we will set our focus on the innovators.
3) Behavioral:-
Behavioral aspects for our products will be occasions which were mentioned
above and other will be attitude towards product that deals with tapping
enthusiastic and potential users who show genuine interest in potential products
in the markets.

Product Line
In offering a product line companies generally develop a basic platform and

modules that can be added to meet the different customer needs. This modular
approach enables the company to offer variety, and to lower the production costs.

We need to know the sales and profits of each item in their line in order to
determine which items to build, maintain ,harvest or divest, this can be achieved
after we understand each product line’s market profile.
Taking cues from above understanding, initially we would be coming up with only
one basic version of our product i.e the core product and after testing the waters we
would expand our product line.
Initially we would be targeting the municipal corporations and make them aware of
the importance of containment of noise pollution and how it would improve the
efficiency of the work environment of every individual. There is a reason for
selecting the government first ,if the project is successful then people will easily be
able to relate to the authenticity of the product and its durability, as they would
already have seen it working with efficiency, so they will develop faith and
confidence in the viability of the product.
The purpose for the expansion of our product line length would be to induce
upselling and increase are market penetration and customer base thus helping us
diversify our risk and protecting us from the economic ups and downs.

Our product line would comprise of the following:
1. Basic Version:
It would just be the bare minimum device, which wouldn’t do more than
serving the core function of the product that is cancelling the unwanted
noise.
2. Water Resistant Version
After the products successful acceptance in the market we would launch the
version which is water proof as in the fit it and forget it no hassle faced product.
3. Anti Theft Equipped:
After the product would have created large scale ripples in the target
segment we would introduce a speciality version which would be equipped
with anti theft device to protect ANC from being stolen.
4. Solar Powered:
Next in line would be perpetual ANC,one which wouldn’t even require

power batteries replacement…yes solar powered ANC with a battery backup
so that we can install it and use it day after day without even thinking of it
not working.
5. ANC Window Panes:

Next we would make it a convenience item as in we would integrate micro

ANc’s in pre fabricated window panes and would help people living in
homes experience the luxury and comfort of golden silence.
Budget and pricing:-
Following costs are included in our estimated budget
Cost of instruments
Assembling costs
Transportation
Costs +shipping costs
R&D
Class of 2012 Website maintenance Page 21

costs
Warranty costs
Product Pricing:-
Deciding the product price is one of the most critical decisions especially in case of
any new product to be launched in the market. And pricing is one of the important
determinants for any product.
We have made the following calculated estimates about the various pricing
elements:-
*Note: - All costs are in terms of per product cost
Total costs = Rs 1, 10,750
Taxes = (15% - 20 % including VAT and sales tax)
Profit = Rs 15,000
Selling price = Rs 1, 50,000 to Rs 1, 17,000

Limitations of Active Noise Canceller

Every new technology or product launched in the market has to face some criticism
due to the limitations that exist in it. Inspite of the positive effects the active noise
canceller will have on the environment and health, there are certain limitations that
may act as a barrier in its acceptance or usage. Some of them are:
 It consumes power, usually supplied by a USB port or a battery that must

occasionally be replaced or recharged.
 It works well for sounds that are continuous, such as a hum of a refrigerator or
that of an airplane, but are rather ineffective for against speech or other rapidly
changing audio signals.
 It may introduce additional noise usually in the form of a low hiss.
 In presence of complex and variable sources of noise, multi speakers and

electronic instruments might be required which may make this product less cost
effective.
To overcome such problems or limitations, efforts are being made to improve the
quality and efficiency of the active noise canceller. “Indeed criticism opens room
for improvement”.

Active noise canceller has a bright future

given the speed of technology and
innovations of this
era. It is the by far the most promising form
of aircraft noise abatement and has made
Future Prospects of Active
dwelling in proximity to airports even more
Noise canceller convenient
Beyond the interior acoustics cited above

under aircraft noise, there has been a steady
trend towards designing quieter building with
regards to sources within and outside the
structure itself. In the case of constructing
new apartments, condominiums, hospitals,
and hotels many cities and states the world
over have stringent building codes with
requirements of acoustical analysis, in order
to protect residents
Also this active noise canceller has scope at

the warfront during artillery shelling to cut
down assault noise, and hence leaving the
enemy perplexed

The industrial environment is also inviting

for active noise canceller’s growth. As
reported a majority of industrial accidents
occur as a consequence of background
noise disturbances. So setting up these
small devices on the work front will push
up worker performance and drastically
reduce noise levels.
It is also socially desirable as it cuts down

overall noise levels to a minimum or a
desired level. And hence help curb health
issues like early deafness, other disease of
the ear, stress levels, etc.This noise
canceller being available in different
forms and intensities is suitable for any
area that requires noise abatement.

CONCLUSION
Thus with this we have come to the end of our project report on marketing. After
compiling the project, we can say that we have taken care of all the aspects of
launching a new product in the market.
We have done our bit of market research and found wide acceptability of the
concept product that we have come up with.
Thus we can conclude that with the invaluable support and teachings infused in us
by respected professor Venugopal our product will take the market by storm and
prove its mettle and usher in a new horizon of adaptive convenience at your
command.
References

 Wikipedia
 Google
 Marketing Management 13th Edition by Philip Kotler

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Active noise canceller

Marketing Project Report

Class of 2012 Page 1

Marketing Project Report

In an effort to overcome these problems suffered by the modern man we have

Class of 2012 Page 2

Marketing Project Report

From a geometric point of view, active noise control applications can be

• Interior noise: noise within an enclosed space

• Personal hearing protection: a highly compacted case of interior noise

• Free space noise: noise radiated into open space

Marketing Project Report

– Multiple-channel (three-dimensional) systems: Noise attenuation inside

Active noise control is developing rapidly because it permits significant

Class of 2012 Page 4

Marketing Project Report

NEED FOR ACTIVE NOISE CANCELLER:-

Class of 2012 Page 5

Marketing Project Report

Class of 2012 Page 6

Marketing Project Report

Whether knowingly or unknowingly, everyone of us contribute to noise pollution,

Class of 2012 Page 7

Marketing Project Report

1. Road Traffic Noise:-

Marketing Project Report

2. Air Craft Noise: -

3. Noise from railroads: -

Class of 2012 Page 9

Marketing Project Report

7. Noise from Consumer products:-

Harmful Effects of noise pollution :-

1. It decreases the efficiency of a man:- Regarding the impact of noise on

Marketing Project Report

5. It causes Blood Pressure: - Noise Pollution causes certain diseases in

Class of 2012 Page 11

Marketing Project Report

• Government ( highways, infrastructure, govt.offices )

• Hospitals ( public and private)

This product is targeting a niche market

• The customers have a distinct set of needs

• Customers are ready to pay a premium to the firm because it’s a

• Gains economies through specialization and technological innovations

• Demos on trial basis

• Specialized internet promotion

• Generate Media Hype

• One-on-one presentations to client base

Class of 2012 Page 12

Marketing Project Report

 DISTRIBUTION AND MANAGEMENT

• Integrated distribution network

• Coordinating activities with the suppliers

• Customer- listen closely and react quickly

• Flexible inventory allocation

• Control distribution costs

In the initial stage when the new product is rolled out

• Profits will be negative or low

• Promotional expenditure are high

• Prices are higher as cost is high

Class of 2012 Page 13

Marketing Project Report

Eventually, we will also launch customized products based on customer’s