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Submitted By: (Group-5) Amoolya Anatharamu (12020841066) Sandeep Agrahari (12020841095) Sunaina Bhatiya (12020841055) Sudipto Halder (12020841106)
INTRODUCTION
Reckitt Benckiser plc, founded in 1814, headquarter in Slough, UK. One of the worlds leading manufacturer, selling a comprehensive range through 60+ operating companies into around 180 countries. Reckitt Benckiser (India) formerly known as Reckitt & Colman, which was incorporated in 1951.
Worlds largest producer of household products and major producer of consumer healthcare and personal products
There are basically three distinct but interacting factors that drive an organization to develop new offering:
Stages in NPD
New-product strategy development Idea Generation Screening and Evaluation
Market Testing
Development
Business Analysis
Commercialization
Idea Generation
It had already product in handwash category which was in growing/mature phase.
Responding to consumer trends in home hygiene, Identified an opportunity to extend its Dettol brand into the personal care category by offering a no-touch hand wash dispenser for kitchen as well as for bathroom use.
IDEA EVALUATION
The new product comprises a compact, battery-powered device which delivers a measured dose of liquid soap, when the user places his hand under the nozzle. the consumable. The content of novelty was by Program innovations Existing liquid hand wash products were dominated by products in pump dispensers.. RB, through its Dettol brand, had only small presence in the hand wash market. At the time, a number of house wares companies (typically smaller through catalogue and website) were offering reliable hands-free soap dispenser revenue focused on device sales.
For consumers, with a device and consumable cost which delivered business value for Reckitt Benckiser.
Testing :
A small testing was done at this stage using these devices which confirmed consumer interest in the product concept and suggested product volumes also.
BUSINESS ANALYSIS
Kinner Duforts design budget was 65,000 pound which covered:
Initial product design concept and configuration. Product design and consumable pack design. Production implementation support to RB and their Chinese manufacturer.
The company was expecting a good return from this product. Dettol's global market share in the handwash category was expected to folded 1.5 times from 5.6% in 2009 to 9 % in 2011. Consumer reaction has been strongly positive confirming indications from research during the project.
2010 (expected)
8.00% 9.50% 0.00% 0.10% 5.10% 3.40% 1.40%
2011(expected)
8.10% 18.20% 11.20% 9.30% 7.50% 17.10% 6.90%
Product Development
The solution comprises a compact, battery-powered dispensing device which conveniently delivers a measured dose of liquid soap when the user places their hand under the nozzle.
The system is activated by the user's hand breaking a reflected infra-red beam located in the front of the device.
The handwash gel from the consumable is dispensed via a feed tube to the nozzle, by a simple, low-cost piston pump and motor mechanism which has been optimised to dispense reliably and without residual dripping.
It can be plugged into the device, clicking into place with a simple push action.
Once installed, the pack remains visible to communicate the product type and fragrance, as well as providing use-up cues.
The product form was distinctive, yet sufficiently neutral to support two different brands, and is equally applicable to bathroom and kitchen settings
The solution met all of the defined success criteria, perhaps most significantly by realising a design configuration. It delivered the functional performance using low-cost technology, allowing the consumer proposition to be delivered at production costs which met the business model requirements. Allowed the consumer proposition to be delivered at production costs which met the business model requirements.
Dettol also asked www.mumsnet.com to find 100 Mumsnet users to give their No-Touch Hand Wash System a try. Here's what one say about it: "The Dettol No-Touch Hand Wash System is a great way to ensure kids adopt a healthy routine when it comes to washing their hands, whilst also making it fun to do. As hands come into contact with millions of germs every day, the automatic system can help break the chain of infection, stopping the spread of bacteria around the home. After sensing your hands, the Dettol No-Touch Hand Wash System dispenses just the right amount of soap, killing 99.9% of bacteria.
TECNICALITIES DEVELOPMENT
Success criteria identified by RB for the product were:
Minimize cost of goods of the refill pack Encourage consumer loyalty and re-purchase of refills Achieve simple , one step plug and play loading of refill into the device. Quality and speed of dispense. Achieve appropriately compact size for the device whilst maximizing shelf presence individual refill consumables. Maximize battery life /simplify battery charge Dispense system flexible to suit different formulation Minimize device noise Ability to fit range of kitchen ad bathroom environments. Available in delicious aromas. Can even enjoy a different fresh fragrance each time you wash your hands
Market share figures show impressive growth as a direct result of the introduction of the No Touch product.
In some markets, such as US and Germany, Reckitt Benckiser were starting from a low market share position. In others, such as Australia and South Africa, the starting market share position was much higher due to the higher Dettol brand profile. Overall market share of Dettols global market in the hand wash category has doubled from 5.6% in 2009 to 11.9% in 2011.
The product was also voted Product of the Year in its category in Australia's Consumer Survey of Product Innovation.
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