Letter of Transmittal

April 12, 2016

The Lecturer

Ibnul Aziz

Department of BBA

Southeast university, Dhaka.

Subject: To submit a report on “New-product development on-Uniliver Smart phone.”

Dear Sir,

We are very delighted to submit the term paper on New-Product Development on Uniliver mobile Phone product as the course material. Our main incentive is to prepare this term paper according to your guidelines in accordance with your instructions. We have tried our best to produce our work as per your structures and hope we believe we have done an adequate job considering our level of experience and expertise and are able to relate the fundamental things with realistic applications.

We are extremely grateful for the opportunities that you gave us to express our innovative ability and we earnestly hope that you will like the work that we have done. Furthermore, we stand by to answer all queries regarding our work and pledge that our New Product Development is a unique production culminated by the amalgamation of our varied skills and had work.

Sincerely Yours

On behalf of the group

Istiak Ahammad

ID : 2015010000455

Batch-39th

Acknowledgement

All praise to Allah, our creator and sustainer, for giving us the strength to prepare this assignment. Our heart full thanks to our course teacher “Ibnul Aziz” for giving us an important topic about the “New Product Development.” and also for giving suggestion as well as guideline, which helped me in completing this report. As we are the student of BBA, most of us (after completing BBA degree) will join in marketing sector so it is very important to know about the strategy and process of new product development. The successful accomplishment of this report is the outcome of the contribution and involvement of a number of people, especially those who took the time to share their thoughtful guidance and suggestions to improve the report. At first thanks to the officers of Bangladesh Telecommunication Regulatory Commission (BTRC). Especially for their generous help through providing necessary information regarding this report. These elements helped us a lot for preparing our report.

A manufacturing company must have a product to produce and to deliver to its consumers. This product is the life of this company. That’s why a company should select and produce such product which will be profitable for the company as well as beneficial for the targeted consumers. This product can help the company to run a long way and to achieve the expected amount of profit.

As a manufacturing company, we thought about such kind of product which would be profitable for us, fill the necessity of the consumers, useful for environment as well as contribute to our national economy in a large scale.

From this thought, we have searched for ideas of some new products. We have looked for different internal and external sources. And we got huge ideas of new products. But most of these could not fill our expectations. That’s why we were looking for more and more and finally we got some good ideas.

At this time we started to select the best one which would be the most perfect to fill up the contemporary necessity of people and have a great potentiality in future.

Finally we have selected a new product idea. As Bangladesh is an development country, we thought about such type of product that would devolop our country. Everyone now use mobile phones.Smart phone use many people.Teenagers are among of them.so we decided to produce Uniliver Smart phone as per our brand value.

We must develop our new product ‘Uniliver Smart Phone’ through the product concept. Primarily we tested our product on a piece of market in a popular Market. And we got the expected result. People are very responsive to new features of the mobile,its so unique and new disign.

Observing the initial result, we have been inspired and started taking steps to develop the product quite largely. We started to follow and implement the new product development process.

We want to test the market and the acceptability of our product among the people. That’s why we tried to sell a little quantity of ‘Smart phone’ in a popular market in Dhaka. Primarily it had been tough to convince the people that it is more beneficial and less price than others smart phones.

But after some experiment they started to believe that, yes, it works! Latter we observed that the people have accepted our product as the alternative of other smart phones.

Finally we have decided to commercialize our new product ‘Uniliver Smart Phone’. Our aim is to sell product up to 60 percent area in our country in the first year and in second year, we sell our product up to 70 percent and some foreign countries.

For the planned long-run sales, the total marketing budget will be raised each year by about 5 percent. But other cost will be reduced about 7 percent per year after the first year.

As new smart phone we are connecting with television or internet, we are advertising this product directly communicating with them and arranging seminars, test-free use etc.

Being a devolopment country, near about 13billion people use mobile phone in Bangladesh . So we can find a large number of consumers for our new product ‘Uniliver Smart phone’ in our country. That’s why we have taken plan to spread out this product all over the country as well as many foreign countries where our brand and mobile phones plays a significant role in the national economy of those countries.

We hope that the ‘Uniliver Smart phone’ can fulfill our expectations and easy to communicate of the targeted consumers. As a result we can contribute to our national economy through changing smart phone market and by this way it will be the most profitable product for our company.

TABLE OF CONTENTS

Serial. No. contents Page No.

Executive summaryIntroduction 07Origin of the Report 07

Objectives of the report 07

Purpose 08Scope 08Methodology 09Limitation 10Topic analysis 11New Product development Process 11Our New Product Development Idea 12Overview of the Product 13Process 14Characteristics of the Product 15Idea ScreeningMarket SegmentationConcept Development and Testing

Markrting Strategy

Business AnalysisProduct Development

Test MarketingCommercialization

Market Segmentation:

SWOT Analysis

Environment

Marketing Mix

Sales forecastMarketing OrganizationControl

GoalsConclusionBibliography

Contents of Tables, Graphs and Flowcharts

TABLE NO NAME Page No

GRAPH NO NAME Page No

FLOWCHART NO

NAME Page No

Introduction

Origin of the report

Recently Education is also in the age of competition .So the procedures and standards of teaching

are upgraded by different universities and institution in our country .In respect to that report is mandatory for every course in BBA program, offered by Department of BBA, Southeast University, Dhaka.

In this respect our honorable course instructor has assigned us the report “New Product Development” So we have prepared this report.

Objectives of the report

The main purpose of this report is to know about the process of new product development and other purpose with related this process.

However, the objectives of this report can be summarized in the following:

• The main objective of this report is to understand the process of new product development.

• To observe the market policy and market place in Bangladesh.• To define what is new product?• What is the present status of market in Bangladesh?

• To understand the practical idea about market.

• Finding and developing new-product and ideas.

• Knowing the stages of the product life cycle.

• Understanding how marketing strategies change during the product’s life cycle.

• Learning the steps in the new -product development process.

• To understand about new product development strategy.

Purpose

Our report has some purpose along with marketing plan for the 'Uniliver Smart Phone'. There are some other purposes of this report as well.

• To get a clear concept about marketing plan, • To get an overall idea about the Marketing Research,• To find out the role of target market,• To marking the problems for placing a new product in a market.

Scope

This study makes an attempt to cover within its scope almost all the significant aspects of New Product development. It gives us an opportunity to do a team work where we all can show our personal views, ideas, creativities and etc.

Methodology of the study:

To prepare the report we have to collect both primary and secondary data. The following sources have been used for the purpose of collecting the data.

(1)Primary Data:

* The market environment of Bangladesh.* Face to face conversation of the officers.

* Face to face conversation with consumers.

* Interviews with Mobile technician.

* Expert opinion.

* Discussion with the faculty members of the Department.

* Exposure on different desks of the other mobile company.

(2)Secondary Data:

* Sample copy of marketing plan.* Report of the Bangladesh mobile company.

* Relevant book, newspapers, journals, website and various study reports.

* Website of mobile companies.

Limitations of the study

Although we have completed our report on new product development-Uniliver-Smart-phone. The study report is not out of limitation due to some scope of opportunity. We faced some limitations of the study which are given in the below:-

1. There is lacking of updated information’s.

2. Some information had not been found.

3. Due to lack of work experience, there is a change of having some mistake in the report.

4. Lack of knowledge about Smart phones.

5. We cannot properly use our time for completing our report, although we get huge time by our lecturer.

6. As a result, we cannot collect more information about it.

7. We have lack of communication among our group members live different place in Dhaka city.

8. Another limitation is group work on the report, because some of group partners were inactive to make our assignment and some partners cannot collect proper information about our assignment.

9. We faced computer problem because our department’s computers are completely inactive in our computer lab of our department.

10. We cannot get support properly in the time for making assignment from the out sides.

TOPIC ANALYSIS:

New Product Development: New products are the lifeblood of a company. As old products mature and fade away. Companies must develop new ones to take their place. The development of original products, product improvements, product modifications and new brands through the firm’s own product development efforts.

The New Product Development Process:

Companies face a problem- they must develop new products, but the odds weigh heavily against success. In all, to create successful new products, a company must understand its consumers, markets and competitors and develop products that deliver superior value to customers. It must carry out strong new. Product planning and set up a systematic, customer driven new product development process for finding and growing new products. The eight major steps in this process are given below:

Flow chart no :01

Our New Product Development Idea:

For developing new product successfully, a company must understand its consumers, markets and competitors and develop products that delivers superior value to consumers and take plan.

The systematic source for our products idea. We have developed our product by using both sources.

• Internal idea sources:

• R & D

• External idea sources:

• Customers,

• Competitors,

• Distributors,

• Suppliers.

New products are important to both customers and the marketers who serve them. For companies new products are a key source of growth. In this report we are showing our new product development idea. Our new product development idea is about a “Uniliver Smart phone"

'Uniliver Smart phone' one of latest 4G mobile phone with a cheap price than other mobile brand.There have top quality sound , gorila glass which have never been used before.

Figure no. 01

Over view of the product:

“Uniliver Smart phone” provides a smarter and innovative qualityful phone inmobile world. It is a useful used to everyone for smooth glass in the mobile. Anit reflector glass are includs in glass , eyes are not effected in light.

Process:

Scientific Base:  smartphone is a mobile phone with an advanced mobile opareting systym which combines features of a personal computers operating system with other features useful for mobile or handheld use. They typically combine the features of a cell phone with those of other popular mobile devies such as personal digitan assaingment(PDA),

Technical Base: Media player and GPS navigation support Most smartphones can access the Internet have a touchscreen user interface, with either an LCD, OLED, AMOLED, LED or similar screen, can run third-party apps ,music players and are camera phones Most smartphones produced from 2012 onwards also have high-speed mobile broadband 4G LTE , Internet ,motion sensor and mobile payment

Figure No.02

Why do people choose the “Uniliver smart phone” than other smart phone in the market?

• “Uniliver Smart phone” is better than other smart phones .

• It will use this opportunities due increasing demand for pure quality and brand value across the globe.

• The bigger advantage is that it is much cheeper than other smart phones.

• That is, it is totally technical friendly.

• The price of this product is low.

Characteristics of the product:

Fully unique product

Uniliver Smart phone is 100% unique smart phone.

Figure No. 03

Using sector

Everyone in the world and most of the younger genaretion.

Figure No.04

Process of using is very easy:

People use this mobile very easy by touch the icon in tha apps

Figure No.05

Idea Screening

At first, a company generates huge ideas in order to find a few good ones. Ideas can be generated from internal as well as external sources. The purpose of succeeding stages is to reduce that numbers. The first idea-reducing stage is idea screening which helps to select some good ideas and drop poor ones as soon as possible. Then an idea is taken for developing a new product such as natural anti-insect which is produced from mahogany seeds.

Concept Development and Testing

After developing concept, Uniliver smart phone needs for testing with a group of target consumers. The concept may be presented to consumers symbolically or physically. We test this product concept with consumers before attempting to turn it into actual this new product. As a result, consumers then may be asked to react to it by answering questions such as those in following---

• Do you understand the concept of Uniliver Smart Phone?• What are its advantages compared with otherSmart phones?• Are the people becoming satisfied by using this product?• What would be a responsible price to charge for Uniliver Smart Phone?• Are smart phones protected by Uniliver Smart Phone?

• Would you buy such this (definitely, probably, probably not, definitely not)?

The answers of these questions will help the company to decide about the potentiality of natural anti-insect.

MARKETING STRATEGY

•

• OBJECTIVES: We have steady but a reachable objectives for the first Six month to make a brand image for Uniliver smart phone ”.

￭ First Six month’s Objective: We are aiming at making our product a brand toward teenagers, and youner people. In this regard, we make several campaigning.

• Target Market:

Uniliver smart phone’s market consists of consumers that mean farmers who want reasonable price, easily using, variety in products, quality freedom to choose the product of their preference. We aimed our consumers based on their benefit & usage rate. We differentiated each and every possible user on the basis of their preference to deliver the highest value. .

1.Younger people

2. Teenagers

3.Middle class people

Every buyers wants to new featuers and looks and colours ,sizes,prices etc.

• SEGMENTATION

• Basic theme of mobile : Basic theme of mobile are generally introducing to people so they use Uniliver smart phone and the price of this product is low so they take it easily and it is benefit for us.

• General buyers: They are not introduce about Uniliver smart phone . So our aim is too introduce them.

• Profasitional technician: They try to find the technical problems. It is important us to their review because they are play a important roll to buy smart phones .

• Educated consumers: As they are educated so they are aware about this product and use it easily.

• Uneducated cunsumers: We must careful to them. We arrange workshop and intoducing campaign for them and give extra advertisement.

• Positioning:

Uniliver smart phone provides dual function of protecting eyes and not harmful for health and environment. Not only that, it is safe than other smart phones and easy to use.

• Branding: “Uniliver smart phone ” is aims at making a brand image. In this regard our company plans to make these initiatives.

* Champs of the workshop

* Social Networking and Sharing Websites

* Searching needs and want

* Celebrating national days

* Free notice Board gift with our logo

* Giving customer pure satisfaction

* Searching needs and want

Business Analysis

In business analysis involves a review of the sales, costs and profit projections for a new product to find out whether the satisfaction of the company’s objective.

Product Development

In product development step, R & D or engineering develops the natural anti-insect (from mahogany seeds) into a visible product and calls for a large jump in investment. After all, it will show whether the natural anti-insect can be turned into a workable product.

Test Marketing

After producing the Uniliver smart phone , it is tested in real market setting that gives us experience with marketing the product before going to the great expense of all introductions. When introducing a new product like the Uniliver smart phone requires a big investment, it will be risky, so we may do a lot of test marketing. In this stage, we understand the possibility of Uniliver smart phone in real market.

Figure No. 06

Commercialization

After test marketing, we collect the information about the Uniliver smart phone and take a final decision about this product. Finally, we are introducing the 'Uniliver smart phone ' into the market.

Flow Chart.02

Market Segmentation:

Domestic Market: Smart phones is the one of the latest contributor to GDP of Bangladesh. The production system is labor intensive here. Youner people find a source of platform in our country. Smart phone sector in Bangladesh is now in the process of transformation from subsistence alternative to commercial firm. So there is a huge potential to be successful in Bangladesh. At first “Uniliver smart phone ” will work mainly with domestic market.

The use of the smart phones now a days in increcing day by day. People love to use smart phones They talk each others in video call which have been naver been madeed before.Socail networking is one of the major factor to incresing uses of smart phones. Moreover, 300 millon people use smart phones in the world. More than 13 billion people are used in Bangladesh.

International Market: About global quarters of pesticide use occurs in developed countries, mostly in india,Eorup ,Asia UNILIVER COMPAY LTD. is one of the most popular and global company in the world. So it is easy to us golbalain our Uniliver smart phone all over the world, and knows them our new product.

Furthermore, market can be segmented according to the size of the products. Different size of the package will be available in the market.

SWOT Analysis

Our major is that as a new product, smart phone is a new invention in farm product an unique latest phone, but our major weakness is lack of much new product out of the other product and other good compititors. The major opportunity is that there is new processor and lower price than other smart phones. As a result we might capture a huge portion of the market. We also have a popular brand value.

Strength:

• Innovative feature: Uniliver smart phone is a product which has innovative feature. It offers different features for different product of its range.

• Different offering for different market: Uniliver smart phone is providing different offer for

different market such as differentiating products for smart phones and Tabs.

• Lower price than competitor: Uniliver smart phone is going to offer lower price than other smart phones.

• Large range of product: Uniliver smart phone is offering different types of smart phones at your budget.

• Security: Uniliver smart phone maintains proper security for tachnical process.

• Packaging: Uniliver smart phone maintains and use colorful and various designed packages with strong technology for different sizes.

• Harmless: There is no eye effect because of anti -reflector glass but other smart phones are harmful.

• Brand name: Uniliver have own Brand value ll over the world.

Weakness:

• Competitor less: In Bangladesh, there is many smart phone companies and other international companies.It is so taff to reach their level

• Consumers’ cautiousness for the new products: Anti-insect is a new product. So consumers are always cautious to buy new products.

• Lack of Consciousness: Most of the people in Bangladesh are not willing to or not using the smart phones.

• Using limitation: Uniliver Smart phone is not used on all kinds of people.

Opportunity:

• Positive Market Growth: Uniliver Smart phone market is still new in Bangladesh. So, there is opportunity for Smart phone to make a positive market growth.

• Lack of variety in existing products: In market existing product has less variety than smart phone.• Variation of wants: Consumers want changes day by day. With smart phone different range of

product, it can fulfill consumer wants.• Increasing Demand: Peoples are getting aware day by day for the necessity of changing people try

it .• Branding: As a new product Uniliver Smart phone has opportunity to create a brand image.

Threats:• Irregular purchase of the product: Consumers’ might not purchase this kind of product regularly.• More Competitors: Other large smartphone companis might come to this market.• Downward Pressure of Pricing: There can be pressure for downward pricing.• Irregular Purchase: There have a possibility for irregular customer.

Figure No.07

Marketing Mix

Uniliver Smart phone will be introduced in July. The following programs we will use during the last six months of this year to achieve our stated objectives.

July: We will launch on printed media coverage on Radio, TV and Other way basically in field. Besides, we will continue our SEO works.

August: We will start road show towards Bangladesh .We also start promotional campaigns to the local area and will arrange campaing in university area and also arrange live concert and will continue the work of Radio, TV and other media.

September: In September, we will continue our radio ads and SEO works, local medial works as well. We also make Brand Ambassador. We also promote TV shows.

October: In October, we plan to be the sponsor of National cricket team and arrange concerts towards rural towns in Bangladesh.

November: In November, we will continue our promotional activities TV ads and Radio ads along with SEO. We will also do charity.

Figure No.08

December: We will give ad on social networks and keep moving other activities. Uniliver Smart phone’s marketing strategies are primarily aimed at increasing market share and establish the brand more dynamically. To implement the strategy we considered a unique product strategy and an extensive promotional strategy. Proper packaging, positioning, pricing and distribution strategy will also assist us to execute our strategy. We also arrange workshop and communicate with technical person to be aware about it.

• Product

Uniliver Smart phone’s target market is the consumers who are love to use smart phone Under this strategy we will provide unique quality, attractive packaging, easy to use and environment friendly product at an affordable price which would be lower than our competitors’ price. We are also going to start with four different types of product in our product range. This will be according to differentiations of consumers’ demand and need.

Flow Chart No.03

• Price

For entering the business we will follow market-penetration pricing policy by charging low price so that we get huge excess to the existing market. We will also provide quality smart phones but at less price compare to our competitor’s price like other insecticide’s company that we will follow same for less positioning strategy. Moreover we will give variety of product in a same price so that we can keep our sales steady during an entire year. Our new product is produced by quality technical resources, So the price of product may be low than our competitor’s price like other insecticide’s company.

Product Type Product Size PriceUniliver Smart phone U1 64 GB 20000

Uniliver Smart phone U1 mini 32 GB 12000

Table No.01

• Place

For distributing our product, we are using person to person sales and also engaging some channels for expanding our sales and market coverage. And we also want to distribute our product in delar shop and Mobile point Dhaka and other division of Bangladesh. Our target is to make our product available in all area within 6 or 8 months by our distributors in whole Bangladesh. To remove channel conflict we will do some activities, for example our distributors will be selected and limited because of having some control over the product. There may be more than one distributor but their area of distribution will be strictly maintained. There will be no chance of charging extra price by the distributors since strict monitoring will be done on a regular basis.

• Promotion

Some others organization will create an advertising campaign for Uniliver Smart Phone to build brand awareness and differentiate the product from competitors; emphasizes on trade sales promotion to support distribution strategy and to develop a high-profile product-launch strategy to generate publicity and media coverage.

Sales Forecast

We are forecasting to sale out product mainly on direct sales through dealers. We assume that our growth rate will increase directly through direct selling’s. Our dealers will sale it to the buyer, from the buyer it will go the retailers, and finally our product goes to the final customers. Since it is an internet age if there is any buyer wants to get out product through internet than another strategy will grow for that side.

MARKETING ORGANIZATIONS

Marketing Organization

Chief Marketing Officer

Accountant

Advertising Manager

Sales Manager

Promotion Manager

Flow Chart No.04

CONTROL

All of our administrative members are planning to measures to closely monitor quality and customer service satisfaction to achieve our goals. This planning will enable us to very quickly in correcting any problems that may occur. Other early warning signals that will be monitored for sings of deviation from the plan include monthly sale and monthly expenses.

Goals:

(a) To provide consumers 100% qualityful and effective smart phone.

(b) To raise of tecnical things”.

(c) To reach 80% of consumers within first 2 years.

(d) To educate consumers regarding the comparative knowledge and financial benefits of using the smart phone.

The vision of our product selling is given follow

Chat No

Ours is a technological company and it is a profit making business organization. So we developed a new product idea of ‘Uniliver Smart Phone’.

Every person and organization has some responsibilities to the nation and the country. Having these responsibilities we thought of such kind of product which would be a useful product for the targeted consumers and profitable for the company. That’s why from many ideas we have selected the idea of ‘Uniliver Smart Phone’ made from .

Our product is completely Qualityful and it has no harmful effect for the environment. So, we can say that ‘Uniliver Smart Phone’ is a product by which we can earn a huge profit and fulfill our national responsibility.

Bibliography

Journals:

• “The new product development process within industrial districts: a cognitive approach” by Nunzia Carbonara, Gianni Schiuma• “Learning and knowledge creation in product development: a LISREL analysis” by Qingyu Zhang, Jeen-Su Lim, Mei Cao• “Reengineering based inquiry into innovation in the front end of new product and service development processes” by Rodney McAdam, Denis Leonard

• “Measuring customer preferences in new product development: comparing compositional and decompositional methods ” byRoland Helm, Armin Scholl, Laura Manthey, Michael Steil.

Books:

• Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri & Ehsan ul Haque, Principle of Marketing, 13th Edition. (United States of America: 1997)Prentic – Hall, Inc,

• Husted, S. W., D. L. Varable, J.R.Lowry, Pro. Of Mordern Marketing, Allyn & Bacon,;89,USA.

Web Sites:

• www.learnmarketing.com • www.uniliver.com • www.dud.com.a u• www.iphone.com

Others

Article on ‘New Product Development’ by author Gloria Barczak.