active noise cancellor-marketing

8/7/2019 Active Noise Cancellor-Marketing

1/27

Active noise canceller

Marketing Project Report

INTRODUCTION

Imagine a world where you can control what you want to hear and what u dontand by this we dont mean the music you control on your entertainment

systems.we are talking about the world around youyes technology has

bestowed us with the ability to bring into existence whatever we dream of and

same applies to our new concept product the Active Noise Canceller(ANC). It is adevice which helps you experience silence in the sound, that you dont want to

listen to. Any product is landed upon by the need felt for its existence and same is

the case with our unique product ANC.

ANC is based on adaptive filter theory which was developed in the early 1980s,however never before has it been used as a product we have thought of. Our dream

of providing silence in the sound has become more realistic, both physically and

economically with the invention of powerful but inexpensive Digital Signal

Processor (DSP). These devices have made it possible to implement powerful

adaptive (ANC) algorithms.

ANC our product is a device ,which is ,like any other speaker ,but it generates

sounds of amplitudes that are opposite of the sound found in the vicinity of the

product.the purpose of this negative amplitude is to cause destructive interference

between the noise of the surrounding and the sound generated by our device.

Class of 2012 Page 1


2/27



Our product can be installed anywhere and when switched on would produce an

invisible three dimensional film of negative amplitude of desired shape and size as

the need be.

For instance ANC can be installed on the electric poles on the sides of a busy and

noisy road passing through a residential area or an institutional area. The ANC

would be positioned on the opposite poles at the same height so that there isuniformity in the film of sound created by the device.

This product would prove to be a manna from heaven for people deprived from

peace and ability to concentrate. It has been proven scientifically that people

subjected to constant noise pollution are susceptible to many hearing and

psychological disorders, like tinnitus and Attention deficit hyperactivity disorder

just to name a few. As a result of which people become inefficient and fail to

deliver their best in every sphere of their lives.

In an effort to overcome these problems suffered by the modern man we havecome with this idea of ours. Moreover a considerable interest has been found for

this product.



3/27



The unwanted sound when comes in contact with the the sound generated by the

ANC results in a residual noise which is not too effective as far as audibility is

concerned. Following is a pictorial representation of the above phenomenon.

From a geometric point of view, active noise control applications can be

classified in the

following four

categories:

Duct noise: one-dimensional ducts such as ventilation ducts, exhaust ducts,air- conditioning

Ducts , pipework, etc.

Interior noise: noise within an enclosed space

Personal hearing protection: a highly compacted case of interior noise

Free space noise: noise radiated into open space

Specific applications for active noise control now under developmentinclude attenuation of unavoidable

noise sources in the following end-equipment:

Automotive (car, van, truck, earth-moving machine, military vehicle)

Single-channel (one-dimensional) systems: Electronic muffler for

exhaust system,

induction system, etc.



4/27



Multiple-channel (three-dimensional) systems: Noise attenuation inside

passenger

compartment and heavy-equipment operator cabin, active engine

mount, hands-freecellular phone, etc.

Appliance

Single-channel systems: Air conditioning duct, air conditioner,

refrigerator, washing

machine, furnace, dehumidifier, etc.

Multiple-channel systems: Lawn mower, vacuum cleaner, room

isolation (local quiet

etc.

Industrial: fan, air duct, chimney, transformer, blower, compressor, pump,chain saw, wind

tunnel, noisy plant (at noise sources or many local quiet zones), public

phone booth, office

cubicle partition, ear protector, headphones, etc.

Transportation: airplane, ship, boat, helicopter, snowmobile, motorcycle,

diesel locomotive, etc

Active noise control is developing rapidly because it permits significantimprovements in noise control, often with potential benefits in size, weight,

volume, and cost of the system. The bookActive Control ofSoundprovides

detailed information on active noise control with an emphasis on the acoustic

point of view. The design of an active noise canceller using a microphone

and an electronically driven loudspeaker to generate a canceling sound was

first proposed and patented by Lueg in 1936.While the patent outlined the

basic idea of ANC, the concept did not have real-world applications at that

time. Because the characteristics of an acoustic noise source and the

environment are not constant, the frequency content, amplitude, phase, andvelocity of the undesired noise are non stationary (time varying). An active

noise control system must be adaptive in order to cope with these changing

characteristics.



5/27



No more sleepless nights, no more listening to cat fights. Now you can sleep tight

in the silence of the arctic ice..

NEED FOR ACTIVE NOISE CANCELLER:-

We often hear from people who have returned from shopping in the market that,

there is a lot of



6/27



noise pollution in the city. They often blame the two, three - and four wheelers

besides commercial units for increasing ambient noise pollution. On a special day

like festivals, marriage functions, birthday parties etc., we can hear loud speakers

drilling the common man with severe noise.

As we know needs are the basic human requirements. People have strong need for

recreation and entertainment. Sound proofing is of utmost importance in the busy

and hectic lifestyle of most of us today. The product that we have designed and

plan to promote is specially designed to cater to the need of sound proofing

required by most of the Hospitals where noise can be a big irritation factor for

already distressed patients. Also the people who stay in and around AIRPORTS are

always surrounded by noises generated by flights which take off and land. These

noises are unbearable. Image in the mid of your sound sleep there is a plane that

takes off. Obviously you would not like it too much. We also want to cater the

need of people who stay around RAILWAY stations. We know our railway

stations are always highly crowded and the noise generated by the crossing train

leave people around the railway station in distress.



7/27



As stated above we can easy figure out there is a huge demand of an NOISE

CANCELLER which can cater to the needs of the above mentioned category. We

realize that there is a STATED NEED that exists.

Whether knowingly or unknowingly, everyone of us contribute to noise pollution,

because

most of our day-to-day activities generate some noise. Often neglected, noise

pollution

adversely affects the human being leading to irritation, loss of concentration, loss

of



8/27



hearing. Identify the sources of noise pollution. Once identified, the reason(s) for

increased noise levels to be assessed. Now, efforts shall be made to reduce the

undesired noise levels

from (unwanted) noise generating sources. This leads to marginal reduction of

noise

levels. It is still un-bearable scientific methods of noise control shall be employed.

The statutory Regulations have prescribed the noise level exposure limits. The

public may

complain to the statutory Board for violation of noise level limits by any noise

generator.

Suitable action will be taken to attenuate the noise levels and controlling pollution.

It is

advisable that suitable noise control measures be taken and reduce the interference

of

Statutory Board. It is high time that everyone should do this bit in curbing the

noise

pollution, which is otherwise becoming as effective as SLOW POISONING.

Broadly speaking , the noise pollution has two sources, i.e. industrial and non-

industrial. The industrial source includes the noise from various industries and bigmachines working at a very high speed and high noise intensity. Non- industrial

source of noise includes the noise created by transport/vehicular traffic and the

neighborhood noise generated by various noise pollution can also be divided in the

categories , namely, natural and manmade.

Most leading noise sources will fall into the following categories: roads traffic,

aircraft, railroads, construction, industry, noise in buildings, and consumer

products

1. Road Traffic Noise:-

In the city, the main sources of traffic noise are the motors and exhaust system of

autos , smaller trucks, buses, and motorcycles. This type of noise can be

augmented by narrow streets and tall buildings, which produce a canyon in which

traffic noise reverberates.



9/27



2. Air Craft Noise: -

Now-a-days , the problem of low flying military aircraft has added a new

dimension to community annoyance, as the nation seeks to improve its nap-of the-

earth aircraft operations over national parks, wilderness areas , and other areas

previously unaffected by aircraft noise has claimed national attention over recent

years.

3. Noise from railroads: -

The noise from locomotive engines, horns and whistles, and switching and

shunting operation in rail yards can impact neighboring communities and railroad

workers. For example, rail car retarders can produce a high frequency, high level

screech that can reach peak levels of 120 dB at a distance of 100 feet, whichtranslates to levels as high as 138, or 140 dB at the railroad workers ear.

4. Construction Noise:-

The noise from the construction of highways , city streets , and buildings is a major

contributor to the urban scene . Construction noise sources include pneumatic

hammers, air compressors, bulldozers, loaders, dump trucks (and their back-up

signals), and pavement breakers.

5. Noise in Industry: -

Although industrial noise is one of the less prevalent community noise problems,

neighbors of noisy manufacturing plants can be disturbed by sources such as fans,

motors, and compressors mounted on the outside of buildings Interior noise can

also be transmitted to the community through open windows and doors, and even

through building walls. These interior noise sources have significant impacts on

industrial workers, among whom noise- induced hearing loss is unfortunately

common.

6. Noise in building: -

Apartment dwellers are often annoyed by noise in their homes, especially when the

building is not well designed and constructed. In this case, internal building noise



10/27



from plumbing, boilers, generators, air conditioners, and fans, can be audible and

annoying. Improperly insulated walls and ceilings can reveal the soundof-

amplified music, voices, footfalls and noisy activities from neighboring units.

External noise from emergency vehicles, traffic, refuse collection, and other city

noises can be a problem for urban residents, especially when windows are open or

insufficiently glazed.

7. Noise from Consumer products:-

Certain household equipment, such as vacuum cleaners and some kitchen

appliances have been and continue to be noisemakers, although their contribution

to the daily noise dose is usually not very large.

Harmful Effects of noise pollution :-

On human being, animal and property: Noise has always been with the human

civilization but it was never so obvious, so intense, so varied & so pervasive as it is

seen in the last of this century. Noise pollution makes men more irritable. The

effect of noise pollution is multifaceted & inter related. The effects of Noise

Pollution on Human Being, Animal and property are as follows:

1. It decreases the efficiency of a man:- Regarding the impact of noise on

human efficiency there are number of experiments which print out the fact

that human efficiency increases with noise reduction. A study by Sinha &

Sinha in India suggested that reducing industrial booths could improve the

quality of their work. Thus human efficiency is related with noise.

2. Lack of concentration:- For better quality of work there should be

concentration , Noise causes lack of concentration. In big cities , mostly all

the offices are on main road. The noise of traffic or the loud speakers of

different types of horns divert the attention of the people working in offices.

3. Fatigue:- Because of Noise Pollution, people cannot concentrate on theirwork. Thus they have to give their more time for completing the work and

they feel tiring

4. Abortion is caused: - There should be cool and calm atmosphere during the

pregnancy. Unpleasant sounds make a lady of irriative nature. Sudden Noise

causes abortion in females.



11/27



5. It causes Blood Pressure: - Noise Pollution causes certain diseases in

human. It attacks on the persons peace of mind. The noises are recognized

as major contributing factors in accelerating the already existing tensions of

modern living. These tensions result in certain disease like blood pressure or

mental illness etc.

6. Temporary of permanent Deafness:- The effect of nose on audition is

well recognized. Mechanics , locomotive drivers, telephone operators etc.

All have their hearing . Impairment as a result of noise at the place of work.

Physictist, physicians & psychologists are of the view that continued

exposure to noise level above. 80 to 100 db is unsafe, Loud noise causes

temporary or permanent deafness.

7. Effect on vegetation:- Poor quality of Crops:- Now is well known to all

that plants are similar to human being. They are also as sensitive as man.

There should be cool & peaceful environment for their better growth. Noise

pollution causes poor quality of crops in a pleasant atmosphere.

8. Effect on animal:-Noise pollution damage the nervous system of animal.

Animal looses the control of its mind. They become dangerous.

9. Effect on Buildings:- Loud noise is very dangerous to buildings, bridges

and monuments. It creates waves which struck the walls and put the

building in danger condition. It weakens the edifice of buildings.

STRATEGIES

MARKETING STRATEGIES



12/27



TARGET MARKET

Government ( highways, infrastructure, govt.offices )

Airports

Hospitals ( public and private)

Military

NICHE MARKETING

This product is targeting a niche market

The customers have a distinct set of needs

It is a fairly small segment but the product profit and growth potential

Customers are ready to pay a premium to the firm because its a

unique product with high utility for the targeted segment

Gains economies through specialization and technological innovations

Value proposition

PROMOTION

Demos on trial basis

Specialized internet promotion

Generate Media Hype

One-on-one presentations to client base



13/27



DISTRIBUTION AND MANAGEMENT

Integrated distribution network

Resonance marketing

Coordinating activities with the suppliers

Customer- listen closely and react quickly

Flexible inventory allocation

Control distribution costs

SALES

In the initial stage when the new product is rolled out

Profits will be negative or low

Promotional expenditure are high

Prices are higher as cost is high

BUSINESS STRATEGIES

Initially, the attempt is to familiarize the consumer base with the working and

advantages of the product since it is a highly distinct and technically complex



14/27



product. There is a strong need for such a product within the mentioned target

market. We can tap into its potential there and in the long term, we can also

introduce smaller versions of such products to cut noise within neighborhoods,

office complexes and homes.

Eventually, we will also launch customized products based on customers

surrounding noise intensity or the size of the area.

Global expansion of the product is also feasible since the aforementioned target

market is present around the world.

Since the niche market can afford to pay a premium, the launch price of the

product need not be discounted or low priced.

These are the long term goals of the company. They depend on the revenues

earned. If the sales are high and more revenue is earned , it can be used for further

technological enhancement and effective cost reduction.

In this way we can benefit the society as a whole and give each and every

individual a noise free life. This product will thus improve the quality of work

performance and overall human productivity. Therefore with our product peace

will not be a distant goal but rather a means by which we arrive at that goal.

As the famous phrase says that

modern technology owes ecology an apology but with our product the active

noise canceller the modern technology will turn this apology into an opportunity

and instead help the ecology.

Target Markets:-

Initial target markets:-

Airports:-



15/27



Airports witness tremendous noise due to take offs and landings of numerous

flights on daily basis, and the primary victims of this noise are passengers and all

airport staffs. Our product is aimed at reducing /eliminating such noise.

Hospitals:-

Manyhospitals nowadays situated in urban areas have to bear the chaos and hustle

bustle of city. As tranquility and serenity are one of the crucial requirements of

such places, so our product will target such hospitals.

Construction sites:-

The increased demand for more buildings, offices, organizational spaces etc have

led to the construction work going round the year .So the nearby residents have to

bear the irritating noise coming out from these construction sites. So our product

provides the solution for the aforementioned problem.

Ships :-

The propellers and engines of ships produce tremendous sounds which lead to

vibrations causing wear and tear of machines. Our device prevents the same.

Real estates:-

The apartments and buildings near highways and crowded places witness high

volume traffic throughout the day which leads to noise pollution .Our product will

help in reducing such pollution.

Universities/Colleges:-

The universities and colleges require calm atmosphere free from unwanted noise

disruptions. Our product can provide the same.



16/27



Future Target Markets:-

Inside automobiles :-

Our device can be installed within automobiles to create virtual sound barriers

within the automobile like sound being played in front might not disturb theperson sitting behind.

Residents in apartments :-

People living in apartments can use this device to screen noises coming from

people living in other rooms using high noise producing devices.

Special occasions :-

This device can be used effectively to screen the abnormally high sounds

generated from loudspeakers, generators etc in festivals and marriage

ceremonies.



17/27



Segmentation:-

Our product initially caters to a niche market and then diversifies itself to cover

a broader segment of the market. Its success in the niche market will pave the

way for its expansion to other markets.

The segmentation will be usually based on the following types:-

1) Geographic:-

Geographic segmentation will include region wise segmentation and ourproduct will concentrate on the urban areas which are more prone to noises.

2) Psychographic:-

On the basis of this segmentation we will set our focus on the innovators.

3) Behavioral:-

Behavioral aspects for our products will be occasions which were mentioned

above and other will be attitude towards product that deals with tapping

enthusiastic and potential users who show genuine interest in potential products

in the markets.



18/27



Product Line

In offering a product line companies generally develop a basic platform and

modules that can be added to meet the different customer needs. This modular

approach enables the company to offer variety, and to lower the production costs.



19/27



We need to know the sales and profits of each item in their line in order to

determine which items to build, maintain ,harvest or divest, this can be achieved

after we understand each product lines market profile.

Taking cues from above understanding, initially we would be coming up with only

one basic version of our product i.e the core product and after testing the waters we

would expand our product line.

Initially we would be targeting the municipal corporations and make them aware of

the importance of containment of noise pollution and how it would improve the

efficiency of the work environment of every individual. There is a reason for

selecting the government first ,if the project is successful then people will easily be

able to relate to the authenticity of the product and its durability, as they would

already have seen it working with efficiency, so they will develop faith and

confidence in the viability of the product.

The purpose for the expansion of our product line length would be to induce

upselling and increase are market penetration and customer base thus helping us

diversify our risk and protecting us from the economic ups and downs.



20/27



Our product line would comprise of the following:

1. Basic Version:

It would just be the bare minimum device, which wouldnt do more than

serving the core function of the product that is cancelling the unwanted

noise.

2. Water Resistant Version

After the products successful acceptance in the market we would launch the

version which is water proof as in the fit it and forget it no hassle faced product.

3. Anti Theft Equipped:

After the product would have created large scale ripples in the target

segment we would introduce a speciality version which would be equipped

with anti theft device to protect ANC from being stolen.

4. Solar Powered:

Next in line would be perpetual ANC,one which wouldnt even require

power batteries replacementyes solar powered ANC with a battery backup

so that we can install it and use it day after day without even thinking of it

not working.

5. ANC Window Panes:



21/27



Next we would make it a convenience item as in we would integrate micro

ANcs in pre fabricated window panes and would help people living in

homes experience the luxury and comfort of golden silence.

Budget and pricing:-

Following costs are included in our estimated budget


Cost of instruments

Warranty costs

Website maintenance

R&D

Transportation

+shipping costs

Assembling costs

Costs


22/27



Product Pricing:-

Deciding the product price is one of the most critical decisions especially in case of

any new product to be launched in the market. And pricing is one of the important

determinants for any product.

We have made the following calculated estimates about the various pricing

elements:-

*Note: - All costs are in terms of per product cost

Total costs = Rs 1, 10,750

Taxes = (15% - 20 % including VAT and sales tax)

Profit = Rs 15,000

Selling price = Rs 1, 50,000 to Rs 1, 17,000



23/27



Limitations of Active Noise Canceller

Every new technology or product launched in the market has to face some criticism

due to the limitations that exist in it. Inspite of the positive effects the active noise

cancellerwill have on the environment and health, there are certain limitations that

may act as a barrier in its acceptance or usage. Some of them are:

It consumes power, usually supplied by a USB port or a battery that must

occasionally be replaced or recharged.

It works well for sounds that are continuous, such as a hum of a refrigerator or

that of an airplane, but are rather ineffective for against speech or other rapidly

changing audio signals.

It may introduce additional noise usually in the form of a low hiss.

In presence of complex and variable sources of noise, multi speakers and

electronic instruments might be required which may make this product less cost

effective.

To overcome such problems or limitations, efforts are being made to improve the

quality and efficiency of the active noise canceller. Indeed criticism opens room

for improvement.



24/27



Future Prospects of Active

Noise canceller


Active noise canceller has a bright future

given the speed of technology and

innovations of this

era. It is the by far the most promising formof aircraft noise abatement and has made

dwelling in proximity to airports even more

convenient

Beyond the interior acoustics cited above

under aircraft noise, there has been a steadytrend towards designing quieter building with

regards to sources within and outside the

structure itself. In the case of constructing

new apartments, condominiums, hospitals,

and hotels many cities and states the world

over have stringent building codes with

requirements of acoustical analysis, in order

to protect residents

Also this active noise canceller has scope at

the warfront during artillery shelling to cut

down assault noise, and hence leaving the

enemy perplexed
http://en.wikipedia.org/wiki/File:Aviation.noise.arp.750pix.jpg


25/27




The industrial environment is also inviting

for active noise cancellers growth. As

reported a majority of industrial accidentsoccur as a consequence of background

noise disturbances. So setting up these

small devices on the work front will push

up worker performance and drastically

reduce noise levels.

It is also socially desirable as it cuts down

overall noise levels to a minimum or a

desired level. And hence help curb health

issues like early deafness, other disease of

the ear, stress levels, etc.This noise

canceller being available in different

forms and intensities is suitable for any

area that requires noise abatement.


26/27



CONCLUSION

Thus with this we have come to the end of our project report on marketing. After

compiling the project, we can say that we have taken care of all the aspects of

launching a new product in the market.

We have done our bit of market research and found wide acceptability of the

concept product that we have come up with.

Thus we can conclude that with the invaluable support and teachings infused in us

by respected professor Venugopal our product will take the market by storm and

prove its mettle and usher in a new horizon of adaptive convenience at your

command.

References



27/27



Wikipedia

Google

Marketing Management 13th Edition by Philip Kotler


active noise cancellor-marketing

Documents