New Product Development Process at

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.

Corporate Office (India) is in Gurgaon, Haryana.

Worlds largest producer of household products and major producer of consumer healthcare and personal products

RB Headquarter is in Slough, United Kingdom.

RB brands are found in millions of consumers homes in over 180 countries.

What is a New Product?

New Compared with Existing Products New from a Companys Perspective

New from a Consumers Perspective

What drives New Product

There are basically three distinct but interacting factors that drive an organization to develop new offering:

The culture of organization Stakeholder pressure Market Pressure

Stages in NPD
New-product strategy development Idea Generation Screening and Evaluation

Market Testing

Development

Business Analysis

Commercialization

New Product Strategy Development

Innovation is at the core of Reckitt Benckisers Business. All power Brands have a strong pipeline of constant innovations based on consumer insight. Resulting in to leading the categories with new product innovations. RB followed PLC strategy to find out the new dimensions, to identify new opportunities.

Idea Generation
It had already product in handwash category which was in growing/mature phase.

It was time to redefine the market.

They followed a market research approach to come up with an Idea.

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.

CONCEPT DEVELOPMENT & TESTING

Kinneir Duforts conceptualized and developed a No touch dispenser for liquid hand wash and associated integrated consumable pack. UK Innovation and Design team Kinneir Dufort supported Reckitt Benckiser in conceptualizing and developing an integrated product and packaging solution which achieved the goals of making the product both relevant and convenient

For consumers, with a device and consumable cost which delivered business value for Reckitt Benckiser.

For the development of the product, requirements were as follow:

Freestanding device (to stand on, or near, kitchen /bathroom sink) Simple and convenient docking/connection for replaceable consumable pack containing Dettol brand hand wash. Consumable option to include potential for range of sizes from 205ml 500ml. Battery powered Soap dispensed in controlled , measured volume, automatically by placement of users hand under the nozzle Quick, no mess dispenses. Pumped system.

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.

Dettol No touch Expected Market Share growth by country

2009 (Expected)
USA No Touch Australia No Touch German No Touch France No Touch Great Britain No Touch South Africa No Touch Saudi Arabia No Touch
0.50% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%

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.

Automatically sealing and connecting to the device feed system.

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

TESTING (IN FINAL MARKET)

The product were launched and several websites were operating to get the response from the market.

They followed Standard test marketing method.

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

COMMERCIALIZATION & RESULT(S)

Reaction from the market and consumers to the product launch was extremely strong what actually expected. By the end of 2011, global annual volume had risen to 8.8 million devices and 16.1 millions refills. In the two full years since launch, No Touch Hand Wash has added so much amount to Reckitt Benckiser sales in the global hand wash market. During this time, revenue from other Dettol hand wash product has remained broadly stable illustrating the significant impact of the No-Touch product in the category.

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.

THANK- YOU