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MKT-428

Product Development & Design

Course Project: iPlug

Group 1
Abdullah Bin Emad - Hina Amjad - Ibrahim Tanweer - Maria Salman Sehrish Raza - Tehreem Waheed - Ujala Liaqat

Agenda

Problem statement
Product
The target market
Place
Price
Promotion
The summary of findings - Ideo
research tools from Hear phase

Problem Statement

58.13% households have a


secondary energy source.
39% use UPS
13% use a generator
6% use both

Systems require separate


selective wiring.

Product

iPlug
A hassle free solution to Secondary
energy sources wiring
Value proposition
Safer and reliable
More cost-efficient than alternatives
Aesthetically more pleasing
Convenience of application

iPlug

iPlug

Target Market

Target Market
Demographics:
Age: 22-39years
Income: Starting from 40,000 PKR
Residence: Not fixed

Psychographics:
Tech-friendly
Active social media users
Early adopters/Innovators
Convenience lovers

Market Segments
Overall Market: Residents of
Rawalpindi and Islamabad
Market Segments:
1. 21years and below
2. 22years-39years
3. 40years and above

Targeted Segments:
.22years-39years

Price

Price
Two methods
Cost based Pricing
Value based Pricing

Cost per unit = Rs. 320

Cost based Pricing


Taking into account cost and adding
a mark-up to the price for a margin
Cost + 40% of cost
Rs. 450

Value based Pricing


Price setprimarily on thevalue,
perceived or estimated, to the
customer.
Premium pricing for niche markets.
Rs. 650

Promotion

Above the Line

Below the Line

First 3 days

Buy one get one free

Warranty

Money back guarantees

Free samples for a month

Purchase of heavy electronics from shops in


blue area

Promotional Budget
Category

Cost in rupees

Reach

30 sec. TV ad*

650000

30%

Point of Sale

550000

40%

Digital/social media

50000

20%

Print ad

250000

10%

3-D Billboards

Place

Product Placement
Geographic region: Rawalpindi and
Islamabad
Factors to consider

Cost
Reach
Proximity of other businesses and services
Demographics

Selective Distribution few intermediaries


to carry the product.

Product Placement
Electronic Markets in Rawalpindi
College Road, Raja Bazaar, Murree Road

Prominent Electronic Stores


Stores in Blue Area, I-10, I-8 etc

Major Retail Stores


Metro cash and carry, Cosmo Cash and carry
Al-Fateh & Greenvalley

Placement Within The


Stores
Electronic Department
Gondola Shelves
Bulls-eye zone
Second and third shelves from the top

Promotional Stands
In electronic markets Prominent
locations

Hear Phase - Ask

Card Sort
People given set of cards.
Cards represent product attribute, benefit
or feature
People asked to arrange the cards

Application
Sample size of 10 people
Ages between 20-26 years
Seven attributes to arrange

Analysis

Results

Wired/Wireless; 10%
Appliance Safety; 10%

Convenience; 10%
Health & Safety; 60%
Price; 10%

Hear Phase - Ask

Survey & Questionnaire


The survey was conducted online
A sample of 25 people
The following results were obtained
from the survey.

68% found wiring dangerous and inconvenient


60% - favorable reception to iPlug
Price for a single device:
36% - less then Rs. 500
32% - between Rs. 500 to Rs. 800

Top features by 24% each

Safety and convenience of application

Hear Phase - Learn

Error Analysis
Possibility of short circuits.
May not withstand heat and melts
May not detect the change from
primary to secondary power
May not detect the change back
May not sustain light physical pressure
The devices reaction to fluctuations
faulty

Customer Profile 1 - The Family Guy

Capt Shehryar Ali


Age: 27years old
Gender: Male
Location: Moves a lot.
Family Life: Recently married
Adopter Curve Position: Early Adopter
Professional & Personal Background: Armed Forces
Consumers take on product: -Value Reliability
Workability
Technical Background: -Active Social media user Prior
purchase behavior
Needs/Wants: -Value Safety -Reliability Easy to use

Customer Profile 2 - Single


Workaholic

Umer Mehmood
Age: 24years old
Gender: Male
Location: Islamabad
Family Life: Single, lives in a single room apartment
Adopter Curve Position: Innovator
Professional and Personal Background: -Junior Software
Engineer, IBM
Consumers take on product: -Quick-fix for loadshedding
Trial Purchase
Technical Background: -Extreme user of internet Active
social media user -Online purchases
Needs/Wants: -Convenience Easy to use Workability

Hear Phase - Look

Shadowing
Two Customers:
Customer #1 Home on Generator
Customer #2 Office on UPS

Customer 01 Home on Generator

Checks time to keep track of time till


power goes out
Takes laptop off charging 5 minutes
before the power goes out (Mains)
Turns off appliances before generator
starts up
Uses his foot to turn off switch in
hard-to-reach place
Goes back to work and then to play
outside when the battery runs out
Switches the appliances on when the
power comes back (Mains)
Plugs the laptop back on charging

Customer 02 Office on UPS


Session-01
Works in a hurry to complete a 3D mechanical
model
Rechecks it with 10minutes to power outage
Prints the drawing and chats with colleagues
The power goes out. Subject walks out to a
work shed and hands the drawing to a
fabricator
He now loiters idly, waiting for the power to
come back on

Customer 02 Office on UPS


Session-02

5minutes till power outage

Working on workstation laptop on charge

Subject frequently saves the document hes


working on

The power goes out, he is frustrated

Finally unplugs the charger, picks up the laptop


and leaves his cubicle

Goes inside another cubicle that is powered by


the UPS

He

plugs

the

charger

in

socket

located

underneath a table and resumes working

Once the power comes back, he goes back to his


own cubicle

It takes a while to get the charger properly


plugged in

Fly on the Wall


Recording and observing real
behavior within its context
Two Participants
Participant #1 Omer Idrees
Particpant #2 Balach Tanveer

Participant #1 Omer
Idrees
Male, 22 yrs old, residing in Al-Safa Heights II, F-11
Markaz.
Devices connected to UPS:
Fridge
Television
Wireless internet device
Fans & lights

Switches on PTCL Smart TV as Dish TV is not connected


to UPS. Reconnects Laptop charger to UPS power supply.
Switches off refrigerator when loadshedding is more
frequent.

Participant #2 Balach Tanveer


Male, 22 yrs old, residing in Abu
Dhabi Tower, F-11 Markaz.
Devices connected to UPS:
Fans & lights
Wireless internet device

Most devices connected to generator

Hear Phase - Try

Scenario Testing

Paper Prototype

Conclusion

Q&A

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