NEW PRODUCT DEVELOPMENT

HI-TECH CARTS

Presented by:
AKHIL GOYAL
ANKIT AGARWAL
DURGESH AGARWAL
MAHAVIR SINGH BISHT

MBA-LSCM
UNIVERSITY OF PETROLEUM & ENERGY STUDIES
 THE CURRENT SCENARIO

 CUSTOMER FACING DIFFICULTY IN LOCATING

THE PRODUCT

 LONG QUEUE AT THE BILLING DESK

 WASTAGE OF TIME OF THE CUSTOMER

THE SOLUTION ARRIVES FINALLY

HI-TECH CARTS IN THE SUPER MARTS

DEMONSTRATION OF THE PRODUCT
OBJECTIVES BEHIND THE LAUNCH OF I-CART
(PRIMARY)
 To support the customer, when he/she is indulged in
purchasing various items in super markets or retail
stores.

 To change the core benefit of this product from handling

to locating & billing of the items.

 To reduce the time cost and energy cost of the customer,

when he/she is indulged in purchasing.
 SECONDARY OBJECTIVES

 To reduce the number of attendants those often causes

insecurity for customers while shopping.

 To provide an innovative touch to the retail boom in

Indian market.
 FEATURES OF THE PRODUCT

 The cart is attached with LCD-touch screen.

 The cart is enabled with GPS cum Wi-Fi system.

 The cart is attached with a scanner, which will enable the

real time pricing of the product bought.
 BENEFITS OF THE PRODUCT
 The LCD screen will display the list of items that a consumer
has purchased, along with that it will show the price of the
product purchased (the total amount)

 The GPS cum Wi-Fi system will help the customer to locate
the product in need.

 The LCD along with the help of GPS cum Wi-Fi system will
guide the customer to reach to the product in need.

 The Price scanner would cut out the long queue that we often
see at the billing counter.
 PRIMARY DATA COLLECTION
 Sample units: Students, Housewives & Employed.

 Sample coverage: Respondents from various parts of the

country were covered to have a general justified opinion.

 Sampling method: To have genuine response from the side

of respondents, Judgement sampling was adopted.
 AREAS/CITIES COVERED

 Agra
 Gurgaon

 Delhi

 Hyderabad

 Bangaluru

 Dehradun
DATA REPRESENTATION
 Age of the respondents

17%
3%

Less than 15
15-30
30-45
45 and above

80%
 Occupation of the respondents

11% 23%
7%

Employed
Students
Business
Others

59%
 Frequency of visiting Super marts/Retail stores

50

45

40

35

30

25

20

15

10

0
Once in month Once in week Twice in week Thrice in week
 ESTABLISHING RELATION BETWEEN
FREQUENCY OF VISIT AND ITEMS BOUGHT
BY CUSTOMERS
 Items generally bought by customers

15%
3%

45%

Food items
Apparels
Cosmetics
Any other

37%
ESTABLISHING RELATION BETWEEN
ITEMS BOUGHT AND TIME SPEND BY
CUSTOMERS
 Average time invested while purchasing

24%

38%

Less than 1 hour

1-2 hours
More than 2 hours

38%
Frequency of customer visiting super marts

Items purchased by the customer

Time invested
 Problems faced by customers while purchasing

36%

Searching the item

Movement along the passages
48% Long queue at billing desk

16%
RESPONSE OF CUSTOMERS OVER I-
CART
 Advantages Identified by the customers

27% 29%

Locating the product in need using Wi-fi

Displaying list of the items bought
Real time pricing of the items purchased
Reduction in time while purchasing & billing

22% 23%
 Complications Identified by the customers

22%
6%

Excess use of Information Technology

Confusing to consumer
May not be acceptable to Traditional Indian
Consumer
Any other

48%

24%
 % of customers attracted towards Super marts with HT-carts

20%

3%

Yes
No
Can't say

77%
Level of interest shown by customers in using the innovative product

3% 1%

21%

23%

Extremely
Somewhat interested
Neutral
Not very interested
Not at all

52%
Rating of the product by respondents

15% 20%
1%

Excellent
Good
Average
Poor
Terrible

63%
 MARKETING MIX OF I-CART
PRODUCT
PRODUCT

PRICE
PRICE

I-CART

PROMOTI
PROMOTI
PLACE

ON
PLACE

ON
 PRICE

 Basic shopping cart……………… Rs1500 to 3000

 3.5” LCD screen enabled with GPS and Wi-Fi……..Rs

11990

 LS2200 series barcode scanner……….Rs 8000

Cost of the I-CART comes to be something around Rs

22000
It is decided that during introduction stage, the price of I-
CART would be kept Rs 25000, and further changes would
be done as per the market response.
 PLACE

(1) DISTRIBUTION CHANNEL:

MANUFA
MANUFA
CTURER
CTURER

S
U
PE
R
M
A
R
K
E
TS
(2) COVERAGE:

New Delhi

Mumbai

Kolkata

Chennai

Bengaluru

Hyderabad
 PROMOTION

(1) PRINT MEDIA: Business journals and magazines

identified for the advertisement purpose.

 4 P’s
 Fashion Retailing

 Images Retail
(2) ELECTRONIC MEDIA: For this B2B product
Internet has been identified as a
potential electronic media to advertize this product.
Websites identified are:

 www.techwave.com
 www.creativewebstore.com
 SUMMARY OF THE FINDINGS

 Customers are more concerned of the time which they spend over
purchase, and hence they are more attracted towards the Pricing/billing
feature of the product.

 Customers face more difficulty in searching for the food items as they are
scattered over a large area, so this product can provide great assistance to
the customers, in locating the food items they are looking for.

 Research showed that customers are not afraid of using the

technologically loaded cart, as they are used to other technological
products.
 SUGGESTIONS

 Some measures would have to be adopted to draw

some revenue from the I-CART, so as to generate
return over the investment done.

 At the initial stage, customers should have to be

assisted by executives there to make the customers
used to such Hi-tech carts.
 LIMITATIONS OF THE STUDY
 Lack of personal touch with real time customers, due to lack
of super markets in Dehradun.

 Samples though are drawn from various parts of the country,

but the sample size is quite small looking the area of
application of this product.

 Lack of sufficient Technical knowledge, leading to

negligence of minor details of the product.

 Interpretation based on personal biases may have affected the

outcome.
THANK YOU
QUERIES ????