Executive Summary

This term paper is based on the topic of new product development. According to this topic our
company name is “MSE” Company and our product name is “Girlmet Helmet”. While assigning
the market we have identified our various terms and weaknesses in the market and against our
major competitors. Our strengths will comprise of better quality exclusive Helmet.
Basically our financial objective is to reach breakeven and make profit which will be supported
by the marketing objectives which is to increase sales. There are various issues that might
influence the attainment of objectives which may include recessions, unexpected entry of rivals,
changing government regulations and so on.
Our marketing strategy will influence the 4P’s which are product, price, place and promotion.
Under the product category we have2product lines. We upon entering into the Bangladesh
market, we will be using both traditional & digital forms of promotion, for example newspaper,
television advertising, billboard, internet, social media and so on. Along with traditional
promotions, we are launching a game show and concerts where participants will be awarded by
discount on purchasing helmet and provided along with free t-shirt. Here our main target
market is the youth of Dhaka city and positing is done accordingly.
Starting from the launch, all our activities will be done chronologically. During the first year we
are mainly focusing on promotion and positioning and from year two we will be focusing on
other financial and company goals and vision.
Idea generation – The systematic search for new product ideas.
We are making a report on a new product that is helmets for females. . This is a specially
designed for female bikers in Bangladesh to protect them from the scorching heat of the
harmful sunlight, rain, storm or accidents.
Since Bangladesh has mostly summer monsoon weather, the sudden changes in the
atmosphere causes trouble for the bikers on roads every day. Thus, we have come up with this
new concept to make their lives easier.

As we know, the users of female bikers are increasing vastly, our product will provide ease to
them. By looking the helmets, we can easily differentiate if a man or a woman is riding.

Idea screening:
Screening new product ideas in order to spot good ideas and drop poor ones as soon as
possible.

As we know our traffic rules and regulations are getting strict day by day. It is a compulsory to
wear helmets nowadays.
Women are using more and more scooter or bikes now, so safety is a very major issue. So
women helmets are in demand now.

Therefore, it fulfills the requirement of the first question- Is it REAL?

The second question says- Can we win?

The answer is, Yes we can!

As there is no particular brand or product of women helmet in our country, we don’t have any
competition in the market so it’s a win-win situation.
We also have the materials which are used to make helmets.
We have all seen helmets for men, which huge in size, heavy and deep colored.

But women helmets will be light, smaller, and fashionable so its comfortable for them to use it.

The third question is - Is it worth doing?

As there is no competition in the market for our product, we will be able to gain profit easily. It
is affordable and beneficial for people. The price will start from 1500-2000 as the target will be
students and working women. The company will also be able to break its break-even point
soon.
Therefore we have all the positive results for the R-W-W (real, win, worth it) questions.
Concept Development and Testing

Concept Development:

The market's current bike helmets are only focused on men choices and preference based on
their need the marketers try to bring more stylish, safe and technologically advanced helmets.
That’s why we, first time in Bangladesh is introducing helmets which are only made for women
with different colours, fancy design safe and technologically advanced same as the men.

Concept 1: The Foldable Helmet

For women’s who work outside their home, The Foldable Helmet is specially made for those
groups of people. Those who own their bike could eventually benefit from the folding Top Up
Head Protection helmet. The helmets are made from a textile so it's easy to compress and
store, even when you aren't expecting to need it, and the honeycomb shape could help protect
your head during minor falls.

Concept 2: Eco-Friendly Helmet

The eco-friendly helmet made from organic wool, bio-plastic, cork, and soy-based foam. We
suggest women between the ages of 19 and 40 who work in the city are the group with the
highest injury rates and this sophisticated, understated helmet was designed with them in
mind. Eco-friendly helmets come at a very affordable price which can be purchased by every
bike user.

Concept 3: The Multi Variate Helmet

The multi variate helmets come in a variety of colours in order to intrigue the consumers’
interest. The helmets are also available in different designs and patterns to add a unique touch.
This feature is added particularly so that the female consumers can find themselves more
willing to use these helmets. They are also supposed to be lightweight so that they are easy to
carry and wear.
Concept Testing:

Test development for a device that could prevent both brain and spinal cord injuries during
motorcycling and horseback riding.

The method that we followed to test our new product, women helmet is by a Hybrid III dummy
(that is, head, neck and torso) was used as a pendulum bob during three test conditions: (1) no
protection, (2) standard motorcycle helmet and (3) SCI and BI test structure (SCIBITS). Triaxial
accelerometers, a C1 force transducer and a video system were used to collect data as the
dummy axially impacted a rigid barrier at speeds ranging from 10 to 605 cm s(-1). SCIBITS
consisted of a fused fiberglass thoracic jacket/head shield unit. Separation between the dummy
head and the head shield permitted freedom of head movement within safe limits as impact
forces to the head shield were transferred from the head and neck to the upper thorax. The BI
threshold was 200-300 g, and the SCI threshold was 3010 N.

The result of the SCIBITS protected against spinal cord injury, whereas the motorcycle helmet
did not. The helmet protected against BI and the SCIBITS provided partial protection.

However, the experiments describe the efficacy of an impact testing system utilizing an
instrumented dummy suspended as a pendulum bob. The equipment will facilitate the design
and construction of a functional device for protection against both SCI and BI in relation to both
motorcycling and horseback riding.
Marketing strategy development
Situation Analysis

Women have always been discouraged to be on the road, thanks to our immensely patriarchal
society. While female drivers are not unheard of anymore, a female on two wheels is a
completely different story. Now day by day female riders are increasing as well as a new market
too.

Over 3646 women have driving license across Bangladesh of which 1680 are based in Dhaka.
Over 2000 women ride motorcycle in the country of which 80% are working women.

It is a very common sight on roads that a woman riding a scooter or a woman pillion-rider, not
wearing a helmet. It’s not only for lack of knowledge about road safety, others reasons also
lying here.

Our target is to sale at least 250 helmet in first 6 month through our innovative marketing
strategy.

So why do women hesitate to wear helmets?

 The first and foremost reason is wearing helmets ruins their hairstyle.
 They feel very hot and uncomfortable wearing them.
 Wearing helmet makes them sweat a lot.
 Lastly, the most common reason is that there is no one to check them.

Market Segmentation

The company has segmented the total market based on these factors-

1. Geographical Segmentation
2. Demographical Segmentation
3. Psychological Segmentation
4. Behavioural Segmentation

Geographical Segmentation:

The helmets will only Available at Dhaka.

Reason behind selecting only Dhaka is that most of the female riders are from here.

Demographic Segmentation:
Gender: Female

Age: Between 20-35 years old.

Occupation: Working women; Students

Psychographic Segmentation:

It is normal that our customer will be from different mentality and social class. We have to be
careful about all of them and for that purpose we will do a psychographic segmentation of our
Helmets total market. We will consider;

 Middle Class: This class includes people with moderate kind of earnings. They can
neither put free hand category nor less buying category. This people usually consider
the taste and affordability. So our product will be affordable with benefits for them.

 Upper middle Class: It includes people who want a stylish, quality product with safety
and price will be balanced according to their buying capacity.

Behavioral Segmentation:
Consumer response is very important for a product. To ensure customer response we will
segment our market based on behavioral variables. In this segment we will focus on customer
benefits.
Benefits: We will distribute our product in motorcycle showroom, Motorbike accessories shop
so that customer can get it very easily. That means our helmet will be convenient for target
customer. Besides, we will use the best raw materials and high-tech machineries to ensure top
most quality that will provide superior safety.
Occasion: We will make our product attractive so that customer buy our product when the buy
a new scoter. Use the product as a sweet gift that will give safety to your lovable one.

Target Market
As the product is new & the cost is high, so the price of our products will be high. So, our
product will under consumption ability of middle & upper class people in Dhaka. If we target
other cities then the cost of transportation & advertisement will be high than the sale price and
the number of customer also less there. Thus we fall in a great loss. Also, we don’t target the
lower class people in our country because; they have no capability to buy that product in such a
high price.

Positioning
The company must decide how it will create differentiate value for targeting segment and what
positions it wants to occupy in this segment. The place the products occupy in consumer minds
relative to competitive product is called product positioning.
Brand creates in people mind. Our product slogan is that’s why “Safety Comes Along With
Fashion now”.

Choosing a differentiation & Positioning Strategy:

Now, we try to differentiate & positioning strategy. There are three steps for Choosing a
differentiation & Positioning Strategy.
1. Identifying a set of differentiating competitive advantages
Upon which to build a position.
2. Choosing the right competitive advantage
3. Selecting an overall positioning strategy.

1. Identifying a set of differentiating competitive advantages upon which to build a position:

a) Product: Our product will be better than other helmet in the market.
b) Service: Our product will available for twelve months for the customer.
c) People: We will behave well with our customer, employees & competitors.
d) Channel: Make our channels well, so that customer can get easily the service.
e) Image: We create an image for our product.
2. Choosing the right Competitive Advantages:
a) How many differences to promote: We don’t promote only one difference of our product.
So that, competitors don’t copy it from us easily. Our product is mainly helmet but we design
our product exclusively for female based on their preferences. We divide our product into two
types & promise to give two types of taste of the customer.
b) Which differences to promote: After that, we compare these promises with the seven
criteria & get positive result. The seven criteria are:
 Important
 Distinctive
 Superior
 Communicable
 Pre-emptive
 Affordable
 Profitable

Selecting an overall Positioning Strategy:

We make a matrix for selecting an overall positioning strategy:

More for More for

More for Less
More same

Same for Same for

More Same for Less
Same

Same for
Less for Same Less For Less
More

As our product is new and we are now in the introduction period, so we select an overall
positioning strategy more for less. We give our customer more benefit at fewer prices so that
people can buy it easily.

Marketing Mix
Product
Product Mission:
Our mission is to provide safety to fashionable ladies through our products. That’s why our tag
line is “Safety comes along with fashion now”.

Product objectives:
Our product objectives are-
 Provide quality products
 Gaining customer delight
 Achieve the highest market share in Bangladesh.

Product Goals:
 Satisfying the customer of the potential market in Bangladesh
 Being the market leader of Dhaka city
 Exporting other countries of the world

Product Characteristic:
We are offering two types Helmet for our customers:

• Girlmet-S: Light weight, Sporty ,

stylish Helmet

• Girlmet-P: Professinall, classy, high

quality helmet
Price
Since we are new in the market that’s why our price is competitive in the market.

Product Name Price

Girlmet-s 1000
Girlmet-p 1500

Place
Place basically includes the company’s activities or efforts to make the product available for
target customers. This refers to methods of distribution & distribution channels. Our company
has it targets markets only in Dhaka, meaning that its distribution have to cover a small
geographical territory. The basic strategy for distribution will be the delivery of motorcycle
showroom, bike accessories seller, and online marketplace like daraz.

The main target;

Manufacturer
e

Distributor

Retailer

Consumer
Promotion:
Billboard Promotion:
A billboard is a large outdoor advertising structure, typically found in high traffic areas such as
alongside busy roads. Billboards present large advertisements to passing people and drivers.
Typically showing large, ostensibly humorous slogans, and distinctive visuals, billboards are
highly visible in the top areas. Billboards are a dominating advertising medium that cannot be
turned off, ignored or thrown away and remains the true 24/7 form of advertising. For this
reason we are promoting our product through the billboard. We will put our billboards in high
traffic areas like Gulshan-1 circle, Mogbazar signal, Motijheel circle, Framgate over bridge,
Mirpur-10 circle, Dhanmondi etc. As all of these roads are high traffic areas, the female rider
also pass through there and the attention of our target customers will be easily grabbed
Digital Marketing:
Young women now are spending lots of time on social media like Facebook, instragram. So are
doing digital marketing to reach them more efficiently.
Shopping mall:

We all know that shopping malls are the most crowded location. In shopping mall we basically
find the upper and middle class people. Also our target market is both of these classes. In the
shopping women are going to buy their desired, we can easily attract them through our
promotion in the shopping malls.
We are targeting the most popular shopping malls for our promotion. In the shopping malls we
will give our Yummy Mango banners and stalls there. For our promotion we are selecting
Bashundhara City shopping mall at Panthopath, Rapa Plaza at Dhanmondi, Mascot Plaza at
Uttara and Baily Star at Baily road. From Bashundhara City mall we can cover the panthapoth,
Kawranbazar and green-road area, from the Rapa plaza we are covering Dhanmondi,
Mohammodpur, Shahabagetc, from the Mascot plaza we are covering Uttara, Baridhara
residential area etc. and from the Baily Star we are covering Baily road, Shanti nagor, Kakrail
etc.

Newspaper promotion:
For promoting our brand we are giving advertisements in the front page in the most popular
daily of our country. We are selecting Daily star amongst the English newspapers and
ProthomAlo amongst the Bengali newspapers. Both of them are the most popular and leading
newspapers of our country, that’s why we are giving our advertisements in these daily.

Television advertisement: We are selecting four most admired and mostly viewed television
channels which are NTV, Channel I, ETV and ATN Bangla. We will present 20 sec advertisement
in all the four channels, 4 times a day, 12 days per month. Through which are covering large
number of our target market.
Promotion through game show:
To influence youth people to our product we will have some game shows in the renowned
colleges and universities. In terms of colleges we are selecting Notre Dame, Dhaka City College,
and Rajuk Uttara Model High School and college. In terms of university we are selecting private
universities which are BRAC University, North South University, East West University, AIUB, and
UIU etc.
The rule of the game will involve the winner of the game will get a T-shirt and will get 20 %
discount in any Yummy Mango cane. We will do this for our promotion.

INNOVATIVE MARKETING STRATEGIES

PROMOTINAL STRATEGY:
For Promotional Strategy we will set up a website which offers advantage better than web. By
using our website, Customer can interact with site, provide their feedback and write blog about
their experience. We can use this site to offer wealth of information about benifits content of
our products.
Branding strategy:

Branding strategy is the sum total of all the steps taken to add value of brand. As brands the
major and most powerful assets of a company, we need to develop and manage our branding
strategy in a more effective and chronological manner.

The main purpose of branding are-

1. Identification

2. Differentiation from other product.

Identification:

A brand is identified through the name, term, sign, symbol, design or combination of these. We
give our Brand of Girlmet Helmet “Safety comes Along with fashion now”. By this, people it
will be easily understood that Girlmet helmet is fashionable and safe.

Differentiation from other product:

In our country there is no particular helmet for women. Helmet that are available are bulky and
not comfortable for women. Our helmet is exclusively design for women, it light weight, stylish
and affordable.
Business Analysis
Women helmet idea that survives the screening stage of new product development (NDP)
requires a more sophisticated and detailed business analysis. Business analysis will help to
determine the cost involved with proposed NDP and forecast the benefits may make from the
product in future financial years. The cost of developing a product is substantial. Business
analysis will help eliminate inappropriate ideas.
Carry out the following steps to assess the viability of our product:

Estimate Product Price:

After reviewing the market and getting feedback from customers, we determine the price of
our product (1000-1500), and profit we likely to make.

Forecast Sales Value

We estimated to sale 250 helmets on first 6 month based on customer’s needs, the site of
customer base and market, the amount of product we need to sell to cover fixed cost (such as
rent, electricity and wages)

Sales Sales Curve

Peak Point
Time

New products Introduction Growth Maturity Decline

Development 250 helmet

3,75,000/= Break-even point

Considering the long term:

In business analysis we need to anticipate the lifespan of our product. We anticipate that our
product will remain relevant in the market before the market meet hoody motorcycle. And it
will give us decent return of our investment before the potential.
Product Development
A good helmet makes riding a motorcycle more fun, due to the comfort factor. It cuts down on
wind noise on ears, windblast on face and eyes, and deflects bugs and other objects flying
through the air. It even contributes to comfort from changing weather conditions and reduces
rider fatigue.

Quality functional deployment is a method of transforming user needs into the design quality. It
is a customer driven method which reduce the implementation time, promotes the teamwork
and provides the documentation. In order to design a good product, the design team needs to
know what the end user will expect from the product. Quality Functional Deployment is a
systematic approach to design a product according to the requirement of the customer. Hence
the QFD is a customer driven planning process. It causes the company to focus on the customer
requirement.

Model Making
The full scale working model of the final concept of the helmet will be made to check the
designed features and to get a better understanding of the concept. The working model of the
helmet will be making using Fiber reinforced plastic. The Source of The internal protective
padding will be of Polystyrene and the comfort padding will be of Nylon cloth and
Thermoplastics.

● Identify the customer requirement through GEMBA study

● Get customer evaluation of demanded quality
● Priorities customer quality requirement
● Establish the technical description

maximum importance is given to the following parameters

Temperature control facility inside the helmet
● Adjustable inside foam
● Visibility
● Size and shape
● Materials
Ergonomic study of the helmet
Ergonomic study of the helmet means, the validation of the designed helmet for its
Lightweight & comfort: The gap between the helmet and the head fills with protective and the
comfort padding
Feasibility, visibility, eases of accessibility and exterior aesthetics The figure shows the helmet
with 50th percentile dummy. It shows that, it is easy to access the helmet for 50th percentile
head dummy, manually adjustable foam helps to adjust to the different head shapes. It consists
of a rotating knob mounted on side of the helmet outer surface

Other Characteristics
● Motor cycle helmet has been conceptually designed, modeled and built to suite the
requirement of riders by considering ergonomics and thermal comfort Thus this new
helmet will be considering all approach within new features to throw in to have a better
comfort, lightweight and design.
● The visibility of the helmet will improved by giving wide angle of visors
● The helmet will be making out of using Fiber reinforced plastic.
● The air vents will be given at the helmet to give air circulation inside the helmet. The air
flow inside the helmet can be improved

Commercialization
Commercialization is the introducing the method of production of a product or completely a
new product and making it available in the market for commercial purpose is known as
commercialization of new techniques. The actual lunch of a new product is the final stage of
new product development and the one where the most money will have to be spent for
advertising, sale promotion, and other marketing efforts.
We have ever come out with a new product “Female Helmet”, we should know how tough it
can be to get the country out. We could be offering the best female helmet in our country, but
if we don’t introduce or promote it properly, we may end up losing money down the line. Here
are some creative ways to introduce or promote our helmet.

Introduce a Female Helmet

When it comes to promoting a new female helmet for our business, it can seem like there are
endless options. It can be difficult to figure out where to get started and which methods of
promotion will give us the best results. The truth is that there are many ways to promote our
helmet.
Here are 9 ways to promote a new female helmet.

1. Offer Customers an Exclusive Preview

Our loyal customers are a key part of how to promote our helmet, because they are most likely
the first ones who will buy it. Offer customers an exclusive preview of our new helmet. This can
take the form of a private, pre-launch party, an online preview, or a special invitation to test
out our latest service. These exclusive offers to loyal customers will make them feel good and
keep them coming back.

2. Social Media Contests

Contests, giveaways, and sweepstakes are a very popular tool among top quality marketers.
Why? Marketers know that social media contests work!

Social media contests are a fun, easy way of connecting with customers and bringing in more
fans for our social media platforms. A simple Facebook contest for example, garners 34% new
fans on average per campaign. That’s huge considering that organic reach is low on Facebook!
Instagram giveaways give customers an exclusive chance to be the first person to get their
hands on our new helmet for free! The giveaway can be marketed all across our social media
channels and through email. Run an Instagram giveaway to get more direct traffic, put
our business in front of new customers, and for a fun way to connect with fans.

3. Email Marketing

We know that 82% of consumers open emails from businesses, and that 44% of email
recipients made at least one purchase last year based on a promotional email? Email marketing
via newsletters is a fantastic vehicle for advertisement, and is one of the best ways to promote
our helmet.
Email newsletters allow us to easily share news of our helmet, photos, and information with
customers. From there, offering an exclusive discount or promotion is a great way to “seal the
deal” so to speak, and get cash flowing our way. For more ideas, check out this post on email
newsletter topic ideas.

4. Facebook Ads

With 1.44 billion monthly active users, Facebook is a window to a huge market. That’s
why Facebook ads are an incredibly effective marketing tool.  Facebook is particularly useful in
concisely targeting our audience, as Facebook’s impressive data collection allows businesses to
target by gender, age, location, interest, and more. We also have an array of options for the
type of ad we want and we can easily stick to our budget by creating a cap on how much we
want to spend daily or monthly. We can create a facebook group for our helmet or create a
facebook page. Because, now a days people are order in online.

5. In-Store Promotions

Businesses with brick and mortar locations have the added opportunity to promote a new
helmet in-store. If we want to know how to promote our helmet in our studio or store, the #1
thing you need to do is to give people a reason to go to our store.
Aside from having attractive logos and signage, we can promote our new helmet in store with
signs and promotional materials inside. Offer exclusive in-store discounts such as a buy-one-
get-one-free or a percentage discount. We could also market our helmet as being exclusively
available at our retail store. Whatever our promotion, be sure to emphasize that it won’t last
forever. Customers whose purchase power is limited, either by time or inventory, feel a more
pressing sense of urgency to buy when it comes to our helmet.

6. Host an Event

Another way to get people to our physical location is to host an event or an open house at our
helmet. Hosting an event is a great way to get people physically into our helmet, which makes
them more likely to become a customer. Events don’t have to be fancy and super organized.
Our business is in a location with other local businesses, we can work together to have a
sidewalk sale or outdoor open house to draw even larger crowds! This is a great way to
promote our new helmet that we’re offering.

7. Offer an Upgrade or Trade-In

Our new helmet is, in fact, an upgrade on an older one, we can consider crafting a trade-in
promotion. Trade-in promotions are proven to be effective because they incentivize consumers
to buy a new helmet using a token or credit they already have (the helmet they own). We can
also resell the old trade-in helmet, provided they are in good enough condition, or use them for
future giveaways.

8. Share Customer Reviews

One of the best ways to promote a helmet is to let our customers speak for us by sharing
reviews. We take advantage of some of the ideas previously mentioned and offer an upgrade or
free preview to customers, ask them to review the new helmet online or to provide a
testimonial for us to share. People will be more likely to sign up or try it out if there’s a glowing
review from another customer.

9. Share on Social Media

Another way to promote our helmet is to announce and share this on social media. We’re using
the tactics mentioned above, make sure to share any of them on social media, including:
customer exclusive events, open houses, trade-in or upgrade opportunities, giveaways,
customer reviews and photos. We find that customers are posting on social media sites like
Facebook and Instagram, make sure to share those photos with our own followers to entice
people to try out our new helmet!

We have a new helmet that we’re looking to promote, these 9 ideas is help to promote or
introduce our brand new female helmet.