NEW PRODUCT DEVELOPMENT: ANTI RADIATION CHIP

An Assignment on Marketing Management

Course Code: EM-702
Submitted to:
Md Jahedul Alam
Assistant Professor, FBS
Prepared By
Md Tahir Hossain Id: 1404038
EMBA-4 FBS


Marketing management is a business discipline which focuses on the practical application
of marketing techniques and the management of a firm's marketing resources and
activities. Globalization has led firms to market beyond the borders of their home countries,
making international marketing highly significant and an integral part of a firm's marketing
strategy.[1] Marketing managers are often responsible for influencing the level, timing, and
composition of customer demand accepted definition of the term. In part, this is because the
role of a marketing manager can vary significantly based on a business's size, corporate
culture, and industrycontext. For example, in a large consumer products company, the
marketing manager may act as the overall general manager of his or her assigned
product.[2] To create an effective, cost-efficient marketing management strategy, firms must
possess a detailed,objective understanding of their own business and the market in which they
operate.[3] In analyzing these issues, the discipline of marketing management often overlaps
with the related discipline of strategic planning.
Marketing Management
In business and engineering, new product development (NPD) is the complete process of
bringing a new product to market. A product is a set of benefits offered for exchange and
can be tangible (that is, something physical you can touch) or intangible (like a service,
experience, or belief). There are two parallel paths involved in the NPD process: one
involves the idea generation, product design and detail engineering; the other involves
market research and marketing analysis. Companies typically see new product
development as the first stage in generating and commercializing new product within the
overall strategic process of product life cycle management used to maintain or grow their
market share.
New Product Development
New Product Development
Process
Ideas for new products can be obtained from basic research using a SWOT
analysis (Strengths, Weaknesses, Opportunities & Threats). Market and consumer trends,
company's R&D department, competitors, focus groups, employees, salespeople, corporate
spies, trade shows, or ethnographic discovery methods (searching for user patterns and
habits) may also be used to get an insight into new product lines or product features.
Lots of ideas are generated about the new product. Out of these ideas many are
implemented. The ideas are generated in many forms. Many reasons are responsible for
generation of an idea.
Idea Generation or Brainstorming of new product, service, or store concepts - idea
generation techniques can begin when you have done your OPPORTUNITY ANALYSIS
to support your ideas in the Idea Screening Phase (shown in the next development step).
Idea Generation
We are living in the soup of dangerous radiation. Research now links long term exposure
to electromagnetic fields (EMFs) with chronic health issues, from stress, fatigue to cancer.
Overwhelming numbers of scientists now agree that EMFs created by cell phones power
lines and other technologies are Carcinogens. But like any massive public health threat, it
may be years before the talk stops and the action starts. Considering the need of growing
mobile phone, laptop and other electronics device users which emit dangerous radiation, a
new and improved featured Anti Radiation Chip is needed from get rid of such harmful
radiation. In this Anti Radiation Chip there are features that are experienced by any person
before. From this thought the idea of this Anti Radiation Chip has came to light.
Idea Generation
Idea Generation
The object is to eliminate unsound concepts prior to devoting resources to them.
The screeners should ask several questions:
Will the customer in the target market benefit from the product?
What is the size and growth forecasts of the market segment / target market?
What is the current or expected competitive pressure for the product idea?
What are the industry sales and market trends the product idea is based on?
Is it technically feasible to manufacture the product?
Will the product be profitable when manufactured and delivered to the customer at the
target price?
Idea Screening
I have considered many new products for development like Finance calculator, intelligent
clock, Outstanding Battery etc. But I have chosen this product because of its usability,
unique features and also this product will help its user to safe from EMR. Moreover, by
concerning people about the bad effect of radiation I am maintaining social responsibility.
I did not choose those others products because its demands, great investments. In this
modern world of information technology such a product like this is really needed.
Now I reveal the name of our product. The name is Anti Radiation Chip.
Idea Screening
Develop the marketing and engineering details
Investigate intellectual property issues and search patent databases
Who is the target market and who is the decision maker in the purchasing process?
What product features must the product incorporate?
What benefits will the product provide?
How will consumers react to the product?
How will the product be produced most cost effectively?
Prove feasibility through virtual computer aided rendering and rapid prototyping
What will it cost to produce it?
Testing the Concept may involve asking a number of prospective customers to evaluate
the idea
Concept Development and Testing
Characteristics of Anti Radiation Chip:
There are some certain characteristics of Anti Radiation Chip which make it
different from other chips.The characteristics of Anti Radiation Chip are given
below:

It is easy very to use.
It can easily bearable.
It eradicates harmful radiation which is detrimental for human being.
It can easily attach with any mobile phone, laptop and other electronic
devices which emits radiation.
It is skinny.
It does not need any extra power to work.
Concept Development and Testing
How it Works:

Anti-Radiation Chip
An American scientist, developed and patented a version of KERT ( K. Energy Resonance
Technology) neutralizes the negative effects of EMR by changing the quality of the Electro
Magnetic Field rather than reducing the EMR intensity.

In the presence of external electromagnetic field, the chips KERT shield technology
component emits subtle low frequencies (the noise field) of electromagnetic oscillations
that resemble resonance frequencies of living cells in the body. These oscillations
compensate and neutralize the harmful effects of EMR generated by cell phones and
electronic devices while simultaneously providing support for cellular functions in the
body.

This noise-field technology was initially developed in a research funded by the US Army
in 1986, as the Army was concerned about the effects of radiation from communication
equipment on key personnel. The research uncovered the connection between the
constancy in EMF wave and the cells trigger response. Then they discovered that by
superimposing a random field on the EMF wave, the EMF-induced biological effects are
eliminated.
Concept Development and Testing
How to use the product:
It is very easy to use. There are some guide lines to use it more easily and efficiently. The
guidelines are given below:
Dirt free cell phone, laptop or other electronic device.
Remove the paper from the back of the Anti Radiation Chip.
Fix Chip on backside of phone or other devices close to antenna.
Concept Development and Testing
Business Analysis
Estimate likely selling price based upon competition and customer feedback
Estimate sales volume based upon size of market and such tools as the Fourt-
Woodlock equation
Estimate profitability and break-even point
Business Analysis
XTN limited is entering its eighth year of operation. Its productions have been
well received and marketing will key to the development of brand and product
awareness as well as the growth of the customer base. Anti Radiation Chip is a
technical process by which non-visual electromagnetic radiation absorbed by this
chip. So in the booming market of IT, this product will serve well.
Beta Testing and Market Testing
Produce a physical prototype or mock-up
Test the product (and its packaging) in typical usage situations
Conduct focus group customer interviews or introduce at trade show
Make adjustments where necessary
Produce an initial run of the product and sell it in a test market area to
determine customer acceptance
Beta Testing and Market Testing
Before launching test marketing we have to gather enough knowledge about
market and make a step of researching. And after research we marketed our
product.
Anti Radiation Chip will position itself as a value for money brand one that is
easy to use, no tension for power up, no need to electricity etc. Global Trade
Network limited competitive advantages are higher quality medium price,
offering more benefit to the customer, feature differentiate the company from the
competitors. Anti Radiation Chip exists in the market on the basis of it,
competitive price, maintain stick delivery schedule and standard quality
products.
Its appeal will be Get the facts. Take control, Be Safe.
Technical Implementation
New program initiation
Finalize Quality management system
Resource estimation
Requirement publication
Publish technical communications such as data sheets
Department scheduling
Supplier collaboration
Logistics plan
Resource plan publication
Program review and monitoring
Contingencies - what-if planning
Technical Implementation
Product outfit:
The outer portion of the product must be attractive or skinny
so that it becomes easy to hold. The main objective of
bringing perfection is to make the product choice able to
everybody and make the product beautiful enough that
everybody will want to touch it.
Product weight:
This product will be very light so that everyone prefers this
product. We will use very light tech to build or develop it.
Product color:
We are using various colors in our anti radiation chip because
we know that various people have various taste of choice. And
we change our product color according to the taste of our
targeted customers.
Contents of the product:
The product is made of a chip which is thin and very tiny. The
tiny chip is the property of the semiconductor material silicon.
Commercialization
Launch the product
Produce and place advertisements and other promotions
Fill the distribution pipeline with product
Critical path analysis is most useful at this stage
Commercialization
It will offer value for money beginning with an average realization of taka 300 PU. A
discount of 10% will be offered on the invoice price for volumes exceeding 1000 unit
month. The distributor or retailer will decide the maximum retail price to be printed on the
unit.
Companies set prices by selecting a general pricing approach that includes three set of factor
the cost base pricing, value base pricing, competition base pricing. Global Trade Network
Limited sometimes charge it products price more that or less then its major competitors.
Product category Country of origin Pricing
Anti Radiation Chip Bangladesh 500TK
Anti Radiation Laptop
Chip
Bangladesh 850TK
Prices
Commercialization - Promotion
The basic promotional route will be point of purchase material, altercative danglers.
Placed near checkout counter and sample trail. This will be done only for the branded
products. For the institutional markets the major trust will be efficient supply dealer
management, weekly visit to headquarter and major outlets by senior personnel Continues
feedback and multiple contacts with distributor. They way we want to promote our
product are given below.
Findings
Findings of the study:
The intention of this study is to examine the New Product Development and its
implementation in the existing market especially in Bangladeshi market.
The company brings innovative products for regenerative IT sector. The aim of the
company is to improve the quality of life by developing innovative products, at present it
is working on multiple projects. The major findings of the overall study are discussed
below sequentially:
New Product:
It is a totally new product with new features.
Lacking:
No popular brand name.
People are not accustomed with it.
Product life cycle stage:
This product is in introductory stage.
Conclusion
As Anti Radiation Chip is a new product in our country, so it has some lacking
such as no popular brand name, people are not accustomed with such kind of
product etc. but we hope we can easily overcome these lacking in our nearest
future by providing better quality and creating strong brand loyalty among the
customer. We believe that our people will prefer the Anti Radiation Chip as
mobile chip and as laptop chip etc. after getting the product benefits. Hopefully
in near future our people will realize the harmful effect of radiation and will get
familiar with our product.
Thanks for your attention