This document discusses the planning and diffusion of a new consumer product. It provides an example of a consumer product as anything for personal or household use under the US Consumer Product Safety Act. It then outlines the product planning cycle including idea generation, screening, concept testing, business analysis, product development, test marketing, and commercialization. Graphs and models are presented on product diffusion curves in relation to social class, and Bass's theory of diffusion which models how new products are adopted over time based on innovation and imitation.

1. Example and analysis of a new product planning and diffusion for a consumer product -Gautam Saha

2. Consumer Product A consumer productis generally any tangible personal property for sale and that is used for personal, family, or household for non-business purposes. As an example, The United States Consumer Product Safety Act has an extensive definition of consumer product, which begins: CONSUMER PRODUCT.--The term ‘‘consumer product’’ means any article, or component part thereof, produced or distributed (i) for sale to a consumer for use in or around a permanent or temporary household or residence, a school, in recreation, (ii) for the personal use, consumption or enjoyment of a consumer in or around a permanent or temporary household or residence, a school, in recreation, or otherwise; but such term does not include— (A) any article which is not customarily produced or distributed for sale to, or use or consumption by, or enjoyment of, a consumer,

3. Pictorial View

4. Product Planning Cycle

5. New Product Development Process

6. Product diffusion curve

7. Relation with social class Upper upper Innovator Lower upper Early adopter Middle EarlyMajority Upper lower LateMajority Lower Lower Laggards

8. Bass’s Theory of diffusion

9. Explanation m-the total no. of people who will eventually use the product P(Coeff. Of innovation)-The likelihood that somebody who is not yet using the product will start using it because of mass media coverage or other external factors Q(coeff.of imitation)-The likelihood that someday who is not yet using the product will start using it because of‘WORD-OF-MOUTH’ or other influence from those already using the product N-no.of person

11. IDEA GENARATION “I saw families riding around on scooters with kids standing up and the mother carrying a baby and sitting pillion and decided to do something about it. It started as a quest for an affordable transportation solution”. “RATAN TATA”

12. SCREENING CHOOSING BEST IDEA FOR FURTHER DEVELOPMENT Company capabilities to produce & market the product Nature & wants of Buyer

13. Concept testing Seeking potential buyers’ responses to a product idea Low cost determination 100000(excluding tax) Electric Model Gasoline Model

14. BUSINESS ANALYSIS Traffic problem Basic needs Estimation of sales Time sale Replacement sale Repeat sale Estimation of cost &profit Break even analysis Demand & potentiality NANO Parking problem

15. Contnd…

16. PRODUCT DEVELOPMENT The car was designed at Italy's Institute of Development in Automotive Engineering

17. The Nano will be available in three trim levels: Standard-without A.C. Deluxe-The Deluxe and Luxury variants will get AC and body colored bumpers Luxury-Luxury variant will also have alloy wheels, fog lamps and ICE Two types of variant cars are available: Gasoline variant(G-Variant) Electric Variant(E-Variant)

18. Test Marketing Alpha Test Beta Test Gama Test

19. evolution of TATA nano

20. COMMERCIALISATION Crossing all Barriers (Political,Techinical) Tata promise to launched NANO in Feb,26,2009.

22. What an IDEA ji

23. “Life is a multidimensional plane of n-number of psychological variables…”