MARKETING MANAGEMENT GROUP

ASSIGNMENT – PHASE 2

SMART MAX
THREADMILL SUBMITTED BY GROUP 7 ,
21084 - KELVIN FRANCIS
21085 - KUNTAL MANDAL
21101 - RAHUL NUNNA
21108 - SANJANA POTTIPALLI
21120 - VINIT TANNA
 4 P’s

• “
Product – It is a treadmill that is best suitable and ideal as a home fitness equipment. This
equipment not only provides the user the feel of running but indoors, but also has variety of
other features that make the life of the customer a lot easier. This product will help improve
the life of gym goers and fitness enthusiasts, by integrating technology and AI into home
fitness equipment such as Treadmill.

• Price - We are following New product pricing strategy for the thread mill. For the launch we
are aiming for Price skimming (High initial price, in future price will come down to parity, like
films on release). The price quoted is 52,000 INR

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 4 P’s

• “
Place - This is one of the most important decisions to take while introducing the new product
in the market. So, we analyzed the demand in Mysore and Bangalore. So, after the survey we
decided to launch the product through direct outlets. While offering online services to
different cities. If the demand increases, then we will expand our outlets to those cities.

• Promotion – In order to provide information of our new product and ensure maximum reach
to the consumers, we are planning for promotion through Advertising and Personal Selling
through outlets. Pamphlets will be distributed to all houses in every locality, specifying the
features and need for the product.

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 Concept Screening

“
Technology used in treadmill :- Home Workout  Diet and nutrition , Activity tracking , IFit.,Wireless Pulse Monitors.
Passport Virtual Active Workout Programs also settings of treadmill also available in one app .
Proximity screening technology is giving the timing of customer user .
Technical feasibility:-The proposed product, in terms of practicality, is one of those types of creative products that can be built
using established technologies and skills.
Multiple powering option- It is can be used by charged batteries as well power sourced
Commercial Feasibility:- fitness flexibility is the most important factor where the people look into. Our fitness equipment with the
touchless technology helps the consumer in the pandemic time avoiding by touching the touch button in his own mobile. Based on
the survey we did most of the customers wanted smart treadmill with touchless technology this shows that our product must
commercially be acceptable in the market.

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 Design Chunks
Chunk-1 Chunk-3 Chunk-5
Chunk-2 Chunk-4
Bluetooth Imbedded Health Consistency
AI Technology Monitor Voice Assist
Connectivity Tracker

1.
“
The above mentioned are some of the chunks recognized by our group and these chunks are very much important to build up a
product or have a great qualitied product.

This equipment comes with Bluetooth connectivity. Which can be connected to your phone and also a device which we
provide for constant heart rate monitoring
2. Product comes with an AI technology that can answer to the user.
3. This equipment has a health monitor attached which will record the health rating of the customer through their
smartwatch/fit watch which will be connected through Bluetooth.
4. With the AI technology, the equipment has voice assist, which can lower the speeds and other settings by the voice of the
user
5. This feature helps the user track their consistency of using the equipment, how long they have used it, how many kms they
have run so far. It also has an option to share the same in various social media apps through the synced data in the mobile
app.

The above mentioned are some of the chunks recognised by our group and these chunks are very much important to build up a
product or have a great qualitied product. 5
 FTP Approach

Form

technology Benefit
“  Form
In a normal week, it is hard to count how many times we come into physical contact with other human beings.
Everything has moved contactless, the demand for the emphasis on contactless and to smart fitness equipment
products has identified which led to the introduction of innovative new products and that is where the need of smart
and affordable treadmill for user .

Technology
To serve several purposes, the treadmill is made. It needs brilliant technology and accuracy. Introducing our
integrated access control system of body with neutrino plan. It provides security monitoring that provides access with
the assistance of SPO2 and after daily goal , a notification will be shared to the person holding the admin access 
SMART MAX Benefit / Need
TREADMILL
Demand has been described for the focus on the pandemic time with work profession people who are health
enthusiastic the launch of revolutionary new products and that is were there is a need for time saving. Form this the
customer can have so many benefits like, Motion detection and alert, 2 Way audio, Multiple powering option, HD
Video with HDR, Direct to bluetooth.

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 House of Quality

“
We used Quality Function Deployment (QFD) technique to ensure that customer
needs are focused on throughout the new product project.

We gathered the desired attributes from customers with the help of our primary
research (questionnaire)

We in the group discussed among ourselves in the perspective of marketing and

technical personnel and prepared the House of Quality matrix by converting
customer attributes to engineering characteristics

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 House of Quality

“
CORRELATION
MATRIX
HEALTH AND FITNESS

DESIGN REQUIREMENT
VOICE ASSISTANT WHICH CAN HELP IN
REDUCING THE SPEED OF THE MACHINE.

CALORIE MONITOR WHICH CAN BE SYNCED

THROUGH THE APP.

CUSTOMER RELATIONSHIP MATRIX COMPETITIVE

BLUTHOOTH CONNECTIVITY WHICH COMES ASSESSMENT
REQUIREMENTS WITH THE EQUIPMENT
SETTING UP, EFFECTIVE THERE ARE COMPETITORS IN
AND SAFE USE, ALSO EASY THE INDIAN MARKET WITH
AI TECHONOLOGY IMBEDDED WITH SAME PRICE.
PORTABILITY.
EQUIPMENT

TARGET VALUES
WEIGHT: 85 KG
LENGTH OF THE BELT: 48 INCH LONG

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Brand Identity Prism

“
Physique : The built of the product
Culture : Tech Savy , Easy of usage and modern
Self Image : Technologically advanced , Best of
Quality and Innovative
Personality : Innovative
Reflection : Portable , Useful and Fun to use
Relationship : Aspirational , Ease of Operations

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 Product launch strategy

Permanence - Stand alone- Providing the best home fitness equipment with technology enabled to
make the fitness journey for the customers easier

“
Aggressiveness- Looking at the situation of the pandemic and the analysis done, we have a cautious
attitude on entry of new product into the market.

Type of demand sought- The type of demand sought is overall demand, as the home fitness
equipment attracts many people nowadays.

Competitive advantage sought- The product uses technologies which are upgraded from the
competitors, by this the customers get to use new features and a comparatively cheaper rate

Competitive relationship- We mainly aim at the competitors because this product is existing in market
but new to our company and also to the location as not many are aware of AI powered Treadmill.

Image-This product is mainly focused on creating a new image of technology driven fitness equipment,
which makes fitness fun and easy for the customers

Scope of Market entry- This product will be rolled out moderately into the market as it is existing and
need to analyse survey done by the customers.
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 PRODUCT PROTOCOL

upper class
“
1. Target Market : The product is primarily targeted towards the middle and upper middle and

2. Product Positioning : Easy to use, fun and advanced home fitness equipment
3. Product Attributes, Functions and Features : Imbedded Health Monitor, Bluetooth
Connectivity, AI Technology (Max), SOS, Voice Assist, Calorie Monitor, Consistency Tracker
4. The proposed product is one of those kinds of innovative products that can be designed using
the already existing technologies and skills.
5. The product is centred on human factors like convenience, privacy, affordability etc.
6. Timing: Trying to launch in the market as soon as possible, considering the pandemic
situation, which will be very useful in lockdowns.
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Thank You

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