New Product Dev.

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EXECUTIVE SUMMARY

eaZer is a company owned by Wasiya Zulfiqar, Sadaf Ghazali, Rabia Aslam and Marriyum Sohail. The mission Statement of eaZer is:

eaZer provides ease to mothers and joy to kids.

eaZer will develop all those products which will provide ease to mothers and babies. Product mix contains baby shampoos, baby soaps, baby oils, baby lotions and baby powders.

As we are launching a new product, so the first towards the product was the new product development which includes the ides generation and screening.

So after completing this process we come up with the idea that we will produce a tear free baby shampoo. After analyzing the market of tear free shampoo and the demand of target market, we find that a dieses naming “Cradle Cap” is very common among the new born, and no tear free shampoo is providing cure for this dieses so we come up with the idea of a “tear free baby shampoo which will provide a cure for Cradle Cup” So now there Is a detail of our product which is tear free baby shampoo with cure of cradle cap.

In marketing strategy development we discussed the market segmentation, target market and market positioning.

In product development we have discussed investment and equipment. In marketing mix we discussed the four Ps that product, price, place and promotion. We have also done the competitors analysis and also SWOT analysis of our product. eaZer baby shampoo is the first product of eaZer company. And its line extension is flavors of our shampoo which are in Strawberry, Lemon, and Mint.

We like to thank Allah and our parents for their support and help. In the end we would like to thanks Professor I.Ramay for his guidance and assistance.

Contents

CHAPTER 1
New Product Development

Idea Generation………………………………………………………..3 Idea Screening…………………………………………………………3 Concept Development and Testing……………………………………5

CHAPTER 2
Market Strategy Development

Market Segmentation…………………………………………………..6 Target Market………………………………………………………….6 Market Positioning……………………………………………………..6

CHAPTER 3
Product Development

Finance…………………………………………………………………7 Plant and equipment…………………………………………………....7

CHAPTER 4
Test Marketing and Commercialization………………………………………….8

CHAPTER 5
Marketing Mix

Product………………………………………………………………….9 Price…………………………………………………………………….12 Place…………………………………………………………………….14 Promotion……………………………………………………………….16

CHAPTER 6
Competitors’ analysis…………………………………………………………….18

CHAPTER 7
SWOT Analysis
Strengths and Weaknesses……………………………………………….19 Opportunities and Threats………………………………………………..20

IDEA GENERATION:

The main idea was to develop something for the skin or hair. Skin products market was very vast, so we decided to come up with a hair product. The options were:

Hair dyes
Hair sprays
Shampoos
Conditioners

IDEA SCREENING:

We decided to focus on shampoos. In shampoos, the options were: Dandruff free,
Shampoos for different hair types
Baby shampoos
Normal shampoo
Tear free shampoo

We decided to go for tear free shampoo because through observation we find that, market of tear free shampoo is not very saturated, there are not many competitors in this market so that’s why we decided to produce the baby tear free shampoos.

IDEA GENERATION AND SCREENING:

CONCEPT DEVELOPMENT AND TESTING:

PRODUCT CONCEPT:

eaZer Baby Shampoo contains the perfect blend of natural ingredients and flavors providing your baby with tearless and enjoyable bath. We wanted to come up with the product which would provide cure for the cradle cap.

CONCEPT TESTING:

1.Which shampoo do you use for your kids?
2.How...
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