NPD PPT- GROUP

INSPIRATION
One term stay at Executive
Block of IIMB shared
Room
Major space crunch,
discomfort due to different
schedules of room mates
Understanding the Requirement

SPACIOUS  Space is at premium: Need for

MODULAR optimum space utilization
ROBUST
 Modular Design: Easy assembly
ECONOMICA
L & disassembly for easier shifting
CUSTOMIZE
D
 Secure and solid construction
 Economical pricing
 Customizability
Market Overview
 Estimated worth Rs 350,000 million
THE  Contributing 0.5% of total GDP
INDIAN  Growth rate of over 15% pa
FURNITU  Wooden furniture accounts for Rs 60,000 mn
RE
MARKET
 Imported furniture market is worth Rs 6000 million
 Dominated by unorganized local players
 Driving high with real estate boom
 Home improvements (38%) and leisure holidays (37%)
are two pursuits Indian consumers are willing to indulge
in.
 Even in 2008-2009 it was growing at 5% while it was
negative in other countries.
 National level players
 Godrej Interio
 Style Spa
 Durian
 PRODUCT DEVELOPMENT
IDEA FUNNEL
GENERATION FEASIBILITY
CHECK BUSINESS
CAPABILITY LAUNCH
PREPARATION
 Target Markets
We are initially running the pilot project in the urban markets of Bangalore.
The two types of markets considered are B2B and B2C.
Colleges Apartments Hotels Private
 Content Hostels
High end Smaller, economy Hotels are Stand alone
colleges apartments ruled out from hostels
which furnished by the initial list
charge landlords owing to the
B2B high Stand alone fact that hotels
student Paying
rented out houses belong to
fee. luxury Guests
segment where
Company people pay for
apartments rented comfort &
to employees spaciousness
Individual customers who buy houses/ apartments for their
B2C personal uses
People who stay in un-furnished apartments for rent.
Target Group

• Salaried company workers

• Age 20-30 years
• Married/ Unmarried
• Looking forward to switch
job
Mission Statement

•The transition from bed to table and vice versa is

ASSUMPTI smooth, effortless and safe
ONS • The furniture operation is least complicated and
requires no expertise/ manual to operate

B2B Market
•Users- End Customer B2C Market
(students/ tenants) •Users-Buyer head of the
• Buyers- Land lord/ family
STAKEHO companies/ hostel • Buyers- Members of the
LDERS administration family
• Suppliers of raw material • Retailers
• Contract agencies/ • Sales force
laborers/ manufacturing units
Positioning
Space efficient solution. The offering ensures optimum use of
USP space by taking care of comfort factors at the same time

• Comfortable and ergonomically fit

• Space usage
• Sturdiness, ruggedness and durability
BASIC • Aesthetics
FEATURE • Should match with the theme of the room
S • Portable

• Stylish, space efficient, dual purpose furniture that takes

POSITIONI care of day to day comfort.
NG • Innovative design that fits into smaller rooms, making them
STATEMEN look spacious
T • Great aesthetics to match any theme of the bedroom
SPAZIO-The Product

Wooden back-base

Cupboards

Bed with mattress

Slot for movement of table
Support for the bed
SideWall Table
Modular View
Engineering Drawing of the Product

Exploded View
 Level of
Innovation
Required
TYPE OF
PRODUCT
DEVELOPME
NT

Level of change in initial

product
 Buyer Utility Map
STAG PURCHAS DELIVE SUPPLEMEN MAINTENAN
USE DISPOSAL
E RY TS CE
UTILITYE
CUSTOMER
SIMPLICITY PRODUCTIVIT
& Y
CONVENIENT
IN
SIMPLICITY   
PURCHASING CONVENIENC
E   
RISK

FUN & IMAGE 

ENVIRONMEN
TAL 
FRIENDLINESS

 Spazio is not as simple as individual bed and desk . The maintenance of Spazio is different from the earlier combination
since it has to be handled more carefully.
 Spazio is used more often than individual bed or table. It occupies less space and hence is more convenient for small houses.
 For children, this can be used as fun product as they enjoy changing it from desk to bed and bed to desk.
Communication of Value Proposition
Overcoming Imitability

MAJOR
DISADVANTA  Design can be easily copied
GE

 Powerful advertisement with some pre launch promotion

 Associating the product with a service ( installation and
warranty)
STRATEGY  Customizability in terms of dimension & looks to suit
TO specific needs
OVERCOME  Sign deals with residential colleges on a long term basis
 Exchange terms for discount on exchanging old items to
make it more attractive
 Modularity
 Timeline

20 Weeks
1 Week
1
week

Month
0- 2
Future Growth Opportunities

OUTSOURC  Initially outsource the production to

E
other manufacturer
 Plants work at around 70% efficiency &
rest can be used for meeting our order
 No inventory problem
 Later shift to independent production
INDEPENDE
 Depends on demand & Economies of
NT Scale
PRODUCTIO
N
 Will help to customize & innovate new
variations