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Analysis of NPD Process


Submitted to: Prof. Dr. Seema Laddha

Submitted by: Group 4

Pranay Gurav (38)

Harsh Bute (41)

Monanjana Tarafder (46)

Akshada Vinchurkar (47)

Chinmay Gandre (48)


The company selected is Tulip Group Pvt. Ltd.

About the company

 Tulip Group is one of the leading Indian diagnostic company, which is involved in the
manufacture and marketing of in-vitro diagnostic reagents and kits both nationally and
 Tulip group was acquired by PerkinElmer. PerkinElmer, Inc. is a global leader committed
to innovating for a healthier world. The Company reported revenue of approximately
$2.3 billion in 2015, has approximately 8,000 employees serving customers in more than
150 countries and is a component of the S&P 500 Index. the transaction happened in the
first quarter of 2017.
 In addition to manufacturing in-vitro diagnostic reagents and kits, they also produced
biochemistry kits, high technology disinfectants, dehydrated culture media, bases, and
other products such as supplements, stains, laboratory reagents, antibiotic sensitivity
discs, plant tissue culture media, and chemicals. 
 It also markets immunoassay reagents, semi-automated and automated analyzers for
the IVD Industry.
 The individual companies Tulip Diagnostics (P) Ltd, Microxpress, Orchid Biomedical
Systems, Qualpro Diagnostics, Zephyr Biomedicals, Viola Diagnostic Systems, Coral
Clinical Systems, and BioShieldsspecialize in research, development, and design of
specific systems and platforms within the assigned technological areas.
 Most of the products are CE certified and are exported to over 96 countries worldwide.

Product Range

Product Selection

The product selected is the diagnostic equipment ELECTRA. 


The instrument Electra is used for the detection of HIV antibodies present in the human body. HIV is
a virus that attacks the immune system. If HIV infection isn’t treated, a person can develop AIDS,
which is a prolonged and often fatal condition. To test for HIV, a series of blood screenings may be
done, including one called the ELISA test. Electra is a merger of two tests related to HIV namely Elisa
and Clia. The US Food and Drug Administration (FDA) has approved several Clinical Laboratory
Improvement Amendment (CLIA)–waived rapid HIV tests These tests assess for HIV antibodies with
an enzyme-linked immunosorbent assay (ELISA). Sensitivity and specificity are greater than 99%.
Results are reported as reactive or nonreactive. A particular lab having the instrument ELISA needs
to purchase CLIA separately. ELECTRA on the other hand encompasses both these instruments and
the need for having two separate instruments is redundant. ELECTRA is one of its kind and
manufactured indigenously by the Tulip Group.

Intended Use

ELECTRA Ag/Ab HIV 4.0 CLIA is intended to be used for the detection of antibodies to HIV 1 & 2 &
“O” subtype virus and HIV-1 p24 antigen in human serum or plasma. 


ELECTRA Ag/Ab HIV 4.0 CLIA is a fourth-generation micro-well Chemiluminescence assay (CLIA)
which employs agglutinating sera for p24 antigen and highly purified recombinant antigens
representing envelope glycoprotein GP 41 of HIV 1 and envelope glycoprotein GP 36 of HIV 2. The
use of HIV antigens to sandwich specific antibodies enables the detection of both IgG and IgM
antibodies. Detection of p24 antigen also reduces the window period.

Problem and Need Identification

 First company in India to launch a product having both the technologies i.e. CLEA and ALISA
in one single instrument which eradicates the hassle of buying two separate identifies for
each technology.

 The following questions were discussed at the start of the financial year before launching
the product to identify the needs:

a. Which product to launch?

b. Should the investment be done in manpower?
c. What will be the market share?

 There was a significant demand to get an instrument having both the technologies which
could eventually reduce the costs.
Cost Analysis
Cost of CLEA – Approximately 7 lakhs.
Cost of ALISA - Approximately 4 lakhs.
Cost of buying both the technologies - More than 10 lakhs.
Cost of Electra- 30% lesser is cost.

 CLEA technology is more accurate and expensive as compared to ALISA technology, whereas
ELECTRA has an automatic system where reagent and sample putting is done via automatic
robust arm which is more accurate, precise and sensitive.

Strengths and Weaknesses

(Regarding the decision)

Strength Weakness

 Monopoly  Difficulty to enter in the market

 Advanced technology  Consumer are not well versed with the

 Better precision

 Accuracy and fast result

 ACISA & CLEA in one at affordable rate

Decisions taken before the launch
1. Survey 

It is divided into 3 groups:

a. A survey by field stuff about what consumers require

b. Distributor expectations about the product

c. Commercial feedback from consumer, distributors and for the company

Common parameters to be checked:-

Quality, sensitivity, specification, pack size, pricing, look

2. Market share

The portions of a market controlled by a particular company and analyze competitors approach.

3. Commercial aspect

Few things to decide: how much will be the pack size, pricing, target consumer, process of launching
and when.

4. Budgeting

How much to spend on manufacturing, promotion, and various other aspects.

NPD Process

Below is the process for the development of the new product.

1. Market need involved the need identification in the market. The traditional process involves
manual process and low precision
2. Production Department and Capacity The major process involved the development of the
production department and capacity for the production
3. Product and Packaging parameter
4. Launching: Segmentation of Market Demand
5. Targeting based on the requirement of the consumers\

Future Scope


1. Customer in Blood Bank

2. Customer assigned in HIV / HSIB / HSG
3. Trade Blood Bank
4. Government Sector trade laboratories trade

Future Scope:

1. Alteration & addition in technology

2. Market expansion and Gain Market Share