Mahindra FLUID

150 CC

Submitted by :
SIVA KUMAR : SN SWAROOP : S. AMITH : PREM : 11223 11243 11240 11206

INTRODUCTION The method of new product development is a complex one since there are several processes that's involved and also require a huge investment. One of the toughest challenge in coming up with a new product is in conceptualizing and producing ideas that you can utilize. Maximum priority should be on developing ideas as it will serve as the seed from which the new product will be made out of. Customer is the King and companies have to satisfy their needs and wants. ! It is therefore essential for the companies to keep up their customers in mind and come up with products and services which would serve them better or something which caters their needs. Here through the report we would like to put in our ideas for a new product; Mahindra bike into the product line of Mahindra & Mahindra. The product is named as Fluid . The following pages of the report, provide insights into the product. ABOUT THE COMPANY

Mahindra & Mahindra Ltd. (M&M), India's leading automotive companies, acquired the business assets of Pune-based Kinetic Motor Company Ltd. (KMCL). The acquisition was done through a New Company to be formed. The consideration for the acquisition is a sum of Rs.110 crores plus 20 percent stake to KMCL in the New Co. M&M holds the balance 80 percent of the equity. The deal enabled Mahindra to design and market a range of scooters, value engineered motorcycles and high-end motorcycles for the Indian and global markets, helping it establish a robust, end-to-end two-wheeler business in every segment of the industry. The acquisition of business assets of KMCL is a defining moment in the history of Mahindra as it gives us an opportunity to emerge as a full range player with a presence in almost every segment of the automobile industry.

In September 30, 2010 Mahindra 2 Wheelers launched Stallio and Mojo motorcycles, with world class Italian design, raw power, adrenaline and speed for the Indian bikers. Mahindra 2 Wheelers has achieved a milestone by registering a sale of 2 lac units a clear validation of the success of their niche Power Scooters strategy. Mahindra 2 Wheelers is now all geared up to redefine the biking experience in India with the Stallio and the Mojo which are a potent blend of global technology and innovation and will take the category to the next level. These world class bikes are worthy additions to the Mahindra 2 Wheelers product portfolio and are part of their commitment to establish a robust, endto-end two wheeler business in every segment of the industry. Both bikes incorporate world class R&D and design elements from Mahindra's Bologna, Italy based design house, Engines Engineering and are best suited for Indian biking conditions. FACTORY: Mahindra & Mahindra has state of art manufacturing facility at Pithampur, near Indore in Madhya Pradesh. The plant, products and processes are ISO 9001 certified from DNV. Mahindra Two Wheelers Ltd. has an R&D unit located at Chinchwad, Pune, equipped with necessary design and development facilities right from renderings to prototype manufacture and testing. Mahindra Two Wheelers has team of R&D experts with vast industry experience and rich academic background.

PURPOSE & PRINCIPLES Our corporate purpose states that to succeed requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact." So we are going to launch a normal 150 cc bike with high performance and satisfactory features empowered in it.

PRODUCT
The product which we are introducing is Mahindra fluid (150 cc ) bike . It falls within the bike segment of the company. The product line consists of two variance y Mahindra Fluid (150 cc )- V y Mahindra Fluid (150 cc )- G

Har Khadam Aap ke Saath

We are going to launch our product into two variance based on the features provided with that. The first variant is the top class Mahindra Fluid (150 cc )- V. This bike has the additional features like Electric start, Crash guard, Saree guard, Digital meter ,Disc brake, Led lamp, Alloy wheels, Inbuilt remote lock security system.

The second variant is Mahindra Fluid (150 cc )- G. It is the basic model in the product line comprising of only Crash guard, Saree guard and Led lamp.

Existing products in Mahindra

Scooters - Flyte ,Kine, Duro, Rodeo. Bikes

Stallio(110cc), mojo(300cc).

As a companion to Stallio we are launching our product Fluid-150 cc . The tag line Har Khadam Aap Ke Saath impress the customer by taking advantage with its performance in case of mileage due to air cooled engine, its unique features when compared with other bikes. It represent the brand image of the bike as well as the customer.

Product description:
Engine Displacement Maximum Power Starting system Transmission gear box Suspension front Suspension rear Brake: Front Brake: Rear 4 stroke, air cooled engine 150cc 12 bhp Electric start, kick start 5 gears Telescopic hydraulic Coiled 5-step adjustable Disc, Normal Drum - 130 mm

 Tire size front Tire size rear Battery Headlamp Fuel tank capacity Tail lamp

2.75*18 3.5*18 12V / 5Ah 12V - 35W / 35 W Halogen 15 lit Led

Product Features :
y y y y y y y y y y y y Fully digital display Pro touch electric start Led pilot lamps Multi-reflector headlamp Led tail lamps Fully flush fuel tank Alloy wheels Contemporary visor Sturdy grab rails Snug seats Convenient multi-utility box Telescopic suspension

Colors :
Derby red, Colt black, Equus blue, Bucksin yellow, Ranch green

Price:
Showroom price Mahindra Fluid (150 cc) - V : 67000 Mahindra Fluid (150 cc) G : 55000

Promotion:
y Mahindra scooters already promoted by celebrity endorsement (kareena kapoor). y We like to promote our product extensively through showrooms and media advertising using celebrities and satisfied customers. Note : Informative advertising is used in the first stage and later on with satisfied customers as actors in promoting the product.

Competitors:
y y y y y y y y y y y y Bajaj Pulsar 150 DTS-i Bajaj Discover 150 Honda CB Unicorn Honda CB Unicorn Dazzler Hero Honda Achiever Hero Honda CBZ-Xtreme Hero Honda Hunk Yamaha FZ16 Yamaha Fazer 150cc Yamaha SZ-X TVS APACHE 160 Suzuki GS-150R

Target market:
Our product is targeted highly for customers who need bike with more mileage, Unique features, Comfortable ride. We concentrate on both rural and urban markets .

Conclusion :
Finally we would like to conclude that Mahindra Fluid 150 cc with its dazzling performance, unique features and affordable prize can attract the customer for gaining more advantage than other bikes existing in the market.