Round 1

20

18

16

14

12

10

6
Size

0
0 2 4 6 8 10 12 14 16 18 20

Performance
 Round 2
20

18

16

14

12

10

6
Size

0
0 2 4 6 8 10 12 14 16 18 20

Performance
 Round 3
20

18

16

14

12

10

6
Size

0
0 2 4 6 8 10 12 14 16 18 20

Performance
 Round 4
20

18

16

14

12

10

6
Size

0
0 2 4 6 8 10 12 14 16 18 20

Performance
 Round 5
20

18

16

14

12

10

6
Size

0
0 2 4 6 8 10 12 14 16 18 20

Performance
 Round 6
20

18

16

14

12

10

6
Size

0
0 2 4 6 8 10 12 14 16 18 20

Performance
 Round 7
20

18

16

14

12

10

6
Size

0
0 2 4 6 8 10 12 14 16 18 20

Performance
 Round 8
20

18

16

14

12

10

6
Size

0
0 2 4 6 8 10 12 14 16 18 20

Performance
What Went Right in R&D
• Utilized the R&D budget correctly in products that were on higher
side of spectrum as these had "Specifications" as major factor for
demand generation
• MTBF specs for each segment were set optimally especially for
performance segment which helped drive the sales.
• Only 2 revision/R&D investment done on Low End segment to
prevent the reduction in perceived age as customer preferred age
around 7 years.
• The product revisions were done in each round keeping in view the
preferred customer preferences to drive demand & retain the market
share
What Went Wrong/ Learnings in R&D
• Introduction of the first new products was delayed till round 4 & for second
new product till round 6. In comparison, other teams in industry
introduced new products as early as 2nd round.
• In round 4, when the focus of the company was on retaining market share,
the new product should have been introduced in the low or traditional
segment but we introduced new product in Size category with low overall
demand (in numbers)
• The Ferris team had 3 new products by round 3 itself which later helped
them gain market share. All of their new products had specs similar to their
main product. We assumed that keeping the specs for new product same
as our main products would cannibalise the sales of our main product. This
assumption was proved wrong in end & we lost out because of that.
• Looking back, we should have introduced more new products & in earlier
rounds.