New Product Development Strategy
New Product Development Strategy
New Product Development Strategy
Marketing Business
Strategy Analysis
Concept Product
Development Development
And Testing
Idea Test
Screening Marketing
Commercialization
Idea
Generation
IDEA GENERATION:
Our idea generation source is based on customer needs and wants. We have collected the
ideas of public through questionnaire as well as through online sources (orkut)
IDEA SCREENING:
Out of the above ideas we have selected those ideas that are affordable in terms of price
and that would generate more revenue so we have rejected the idea of free SMS and Free
talk time on weekends because it would increase company’s cost and hence would result
in lower revenues.
1
o Offers wide range of facilities and more coverage targeting people from villagers
to business men.
o enables customers to enjoy SMS and calls at lower rates
o promises customers to be connected anywhere
o Enables customers to use their mobile phone as walkie talkie.
o Enables customers to call abroad at lower rates
CONCEPT TESTING:
Questionnaire
Through questionnaire we analyzed that most of the people have very positive response
towards AMPLE which encourages us to continue the process of new product
development.
PRODUCT DEVELOPMENT:
After careful analysis of estimated costs and revenues the concept of telecommunication
service is turned into the product names as AMPLE Telecom
BRIEF SUMMARY:
Telco is the telecommunication company, which is launched with the aim of providing
greater customer satisfaction by making communications an easy accessible part of daily
life. Because of intense competition between various telecommunication companies,
Telco adopted differentiation concept to succeed and maintain its position among them.
Telco
Prepaid Postpaid
For youngsters For Family and For business class For Students
friends
POSTPAID:
2
Details GEM BIZ
PREPAID:
3
THREE LEVELS OF PRODUCT
• Core product
• Actual product
• Augmented product
CORE BENEFIT:
More coverage is provided to customers by focusing their primary needs.
More variety in form of packages (prepaid and postpaid)
More capacity of sim size (up to 64 k, phonebook 300, sms50)
GPRS activation for our packages
Free entertainment
free news updating
free information of LSE and KSE to postpaid business customers
low rates
Network performance is assured.
More security is given to customers by allowing them to block unwanted
numbers to contact them.
ACTUAL PRODUCT:
PRODUCT AND SERVICE ATTRIBUTES:
PRODUCT QUALITY:
4
DIMENSIONS OF PRODUCT QUALITY:
LEVEL CONSISTENCY
o LEVEL:
By providing better coverage than any other telecommunication services in Pakistan we
are providing highest quality level. Moreover our marketing offer also provides a wide
range of facilities at economical prices that enables the customers at all income level to
enjoy it.
o CONSISTENCY:
Our telecommunication service not only promises a greater quality level than its
competitors but also promises consistency in delivering superior customer value by
keeping in mind their needs and wants.
PRODUCT FEATURES:
1. conference calling
2. CLI
3. calling abroad
4. Pictures logos
5. Ring tones
6. wallpapers
7. screen saver
8. Games
9. Songs
10. Animated greetings
11. Urdu info service
12. easy load (load as low as 10 rupees)
13. voice mail
14. free roaming
5
15. Call diverting
16. Call Waiting
17. Never miss a call
18. text messaging
19. international messaging
20. photo messaging (MMS)
21. voice messaging
22. sms timer ( Set time and date of msg delivery)
23. web 2 sms (free of charge)
24. Info services
25. GPRS
26. address book
27. Join your group combine your household's mobile phone accounts under
one, easy to manage account.
28. WAP portal
29. balance checking (free)
30. song dedication
31. Postpaid customers can pay through direct debit facility.
POSTPAID:
BRANDING:
Brand name of our telecommunication service is TELCO which means “more than
enough”
SLOGANS:
o WORLD IN HANDS
LOGO:
PACKAGING:
6
Warid cover
LABELING:
Picture of our sim
AUGMENTED PRODUCT:
COMMON IN PREPAID / POSTPAID:
1. Excellent Navigation
2. Fax facility
3. voice info services
4. walkie talkie (turn your mobile into walkie talkie by just pressing button, no need
to dial number)
5. Video messaging
6. Memory mate Backups
7. Blockage of unwanted numbers to contact you anymore by just sending sms
8. Sms to wireless, PTCL and world call
9. Share your balance with your friends
10. Network performance (If you're cut off during a call, Telco are the only network
provider to give you up to a minute of talk time back)
11. show your number with your will
IN POSTPAID:
1. Handset offer (for postpaid package of Biz customers can get headset from the
offered ones by paying 6 month line rent in advance and by paying the remaining
cost of the handset (if any))
2. Increased SIM capacity upto 64 K by paying 100 replacement fee.