Download - STRATEGIC DESIGN - Product Planning
RECREATION 8-14MASS PREMIUM – WAY FORWARD
ROADEO DUAL SHOX – Product Architecture
BDP VOLSPEED
KEY FEATURES
No Competition
No Competition
No Competition
NEW CONCEPT
No CompetitionNo Competition
7000
No Competition
ROADEO HARD TAIL – Product Architecture
BDP VOLSPEED
KEY FEATURES
ROADEO 24 INCH – Product Architecture
BDP VOLSPEED
KEY FEATURES
NEW CONCEPTBASED ON
HARDLINER
MTB Geared 26 INCH – Product Architecture
BDP VOLSPEED
KEY FEATURES
No Competition
No Competition
No Competition
No Competition
No Competition
No Competition
MTB Geared 24 INCH – Product Architecture
BDP VOLSPEED
KEY FEATURES
Hero NEXT Hercules Roadeo Turner VX
Existing Turner VX vs Competition
Competition TURNER VX
Option
HERO Enchant 18 Spd – BDP : 4475
• Dual suspension• V- brakes• Multi-speed transmission• Dual color combination
KEY SELLING FEATURES
BDP - 5650Source – Keelani, Sri Lanka
This project is part of the Catch-up Plan
Mass Runner (MAYHEM) vs Shortlisted Option
Competition
Next slide has feature comparison with competition
Mass Runner (MAYHEM) – FEATURE Grid
Feature Roadeo Mayhem Option A
Hero Enchant
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame Steel DualSuspension
Steel DualSuspension
V Brakes Yes Yes
Rims Alloy Alloy
Threaded Stem Yes Yes
Cushioned Saddle Yes Yes
HERO Y Street 18 spd – BDP : 4745
Source : Feija, Sri Lanka BDP - 6300
• Dual suspension• Front Disc / Rear V-brakes• Multi-speed transmission• 21 Spd EZ fire shifters• Double Wall alloy rims
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Torrent Replacement (GEOLANDER) – Shortlisted Options
Competition
Next slide has feature comparison with competition
Torrent Replacement( Geolander) – FEATURE Grid
Feature RoadeoGeolander
Hero Y Street
Gears 21 Speed 21 Speed
Shifter EZY fire Revo
Frame Dual Suspension Steel Frame
Dual Suspension Steel Frame
Brakes Front Disc Rear V Brakes
Front Disc Rear V Brakes
Rims Double Wall Alloy Double Wall Alloy
Stem Threaded Threaded
Cushioned Saddle Yes Yes
New D- Frame Concept
Hercules TORRENT – 21 Spd
Existing Torrent
HERO UT Maxim 21 spd – BDP : 7800
Old Imported Torrent vs Competition
Competition
Hercules Roadeo TORRENT 21 spd – BDP : 9120
Hercules Roadeo A100 VX – 18spd - 7840
A100 VX 18 Speed vs Competition
A100 VX
Hero Octane Astra – 18spd - 5800
Competition
Hercules Roadeo A100 VX – Single Speed - 6655
A100 VX Single Speed vs Competition
A100 VX
Firefox Warrior – Single Speed - 6600
Competition
Hero Octane Spear - 21spd - 9100 Hercules Roadeo A300 - 10300
A300 vs Competition
Competition A300
Firefox Fusion 6 Spd – BDP : 6592 Hercules Roadeo HARDLINER 6 Spd – BDP : 6000
• Diamond frame geometry• V- brakes• Multi-speed transmission• EZ fire shifters
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Competition Hardliner
Next slide has feature comparison with competition
Entry Level Hardtail (Hardliner) vs Competition
Entry Level Hardtail (Hardliner) – FEATURE Grid
Feature Roadeo Hardliner Firefox Fusion
Gears 6 Speed 6 Speed
Shifter Revo Revo
Frame Steel Hardtailwith Front Suspension
Steel Hardtailwith Front Suspension
V Brakes Yes Yes
Rims Double Wall Alloy Single Wall Alloy
Threaded Stem Yes Yes
Cushioned Saddle Yes Yes
Shortlisted
Firefox Cyclone 21 Speed – BDP : 7800 Source – Tan Lan, MalaysiaBDP - 6100
• 21 Speed transmission• EZ fire Shifters• Dual Suspension• Double wall alloy rims
KEY SELLING FEATURES
This project is part of the Leadership Plan
Mid Range Hard tail (Wayfinder) vs Competition
Competition
Next slide has feature comparison with competition
Mid Range Hard tail (Wayfinder) – FEATURE Grid
Feature Roadeo Wayfinder Firefox Cyclone
Gears 21 Speed 21 Speed
Shifter EZY Fire EZY Fire
Frame Steel Hardtail with Front Suspension
Alloy Hardtail with Front Suspension
Brakes Disc V Brake
Rims Double Wall Alloy Single Wall Alloy
Stem Threadless Threadless
Cushioned Saddle Yes Yes
Sparx 6 Speed
Sparx 6 Speed vs Competition
Nitro Integra 6 Speed
• Revo Shifters• 6 Speed Transmission
KEY SELLING FEATURES
This project is part of the Catch-up Plan
BDP 2955 BDP 3600
Next slide has feature comparison with competition
Entry Level Geared (Sparx 6 Speed) – FEATURE Grid
Feature Sparx 6 Speed Hero Nitro Integra 6 Speed
Gears 6 Speed 6 Speed
Shifter Revo Revo
Frame Steel Frame without Suspension
Steel Frame without Suspension
Brakes V Brake Calliper Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Comfy Saddle Comfy Saddle
Fusion 6 SpeedFusion 18 Speed
Fusion vs Competition
Hero X sport 6 SpeedHero X Sport 18 Speed
• Rear Suspension• Revo Shifters• 6 Speed / 18 Speed Transmission• Integrated Carrier
KEY SELLING FEATURES
This project is part of the Catch-up Plan
BDP 3620BDP 3840
BDP 4400BDP 4700
Next slide has feature comparison with competition
Fusion 6 Speed – FEATURE Grid
Feature Fusion 6 Speed Hero X Sport 6spd
Gears 6 Speed 6 Speed
Shifter Revo Revo
Frame Steel Frame with Rear Suspension
Steel Frame withRear Suspension
Brakes V Brake V Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Comfy Saddle Comfy Saddle
Carrier Integrated Rod Carrier
Fusion 18 Speed – FEATURE Grid
Feature Fusion 18 Speed Hero X Sport 18spd
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame Steel Frame with Rear Suspension
Steel Frame withRear Suspension
Brakes V Brake V Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Comfy Saddle Comfy Saddle
Carrier Integrated Rod Carrier
ATOM 18 Speed
ATOM 18spd vs Competition
Atlas Crest 18 Speed
• Rear Suspension• Revo Shifters• 18 Speed Transmission
KEY SELLING FEATURES
This project is part of the Catch-up Plan
BDP 4138 BDP 4935
Next slide has feature comparison with competition
ATOM 18 Speed – FEATURE Grid
Feature ATOM 18 Speed Atlas Crest 18spd
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame Steel Frame with Rear Suspension
Steel Frame withRear Suspension
Brakes V Brakes V Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Comfy Saddle Comfy Saddle
Carrier Integrated Rod Carrier
BDP - 4800Hercules SPARTA – 18 Speed
Hercules Sparta 18 Speed vs Competition
BDP – 4035Hero NEXT – 18 Speed
• Revo shifter• 18 Speed transmission• Dual Suspension
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Next slide has feature comparison with competition
Hercules Sparta 18 Speed– FEATURE Grid
Feature Sparta 18 Spd Hero Next
Gears 18 Speed 18 Speed
Shifter Revo Revo
Frame Steel Frame with Dual Suspension
Steel Frame withDual Suspension
Brakes V Brake V Brakes
Rims Steel Steel
Stem Threaded Threaded
Saddle Airflow Saddle Comfy Saddle
BDP - 4400Hercules SPARTA 24 – 6 Speed
Hercules Sparta 24 - 6 Speed vs Competition
BDP – 5100LA Karbon 6 Speed
• Revo shifter• 6 Speed transmission• Dual Suspension
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Hercules Sparta 24”– FEATURE Grid
Feature Sparta 6 Speed LA Karbon
Gears 6 Speed 6 Speed
Shifter Revo Revo
Frame Steel Frame with Dual Suspension
Steel Frame withDual Suspension
Brakes V Brakes V Brakes
Rims Steel Steel
Stem Threaded Threadless
Saddle Airflow Saddle Comfy Saddle
Hercules Terminator 24 - 6 Speed vs Competition
• Revo shifter• 6 Speed transmission• Dual Suspension
KEY SELLING FEATURES
This project is part of the Catch-up Plan
Avon Cruiser 18 spd BDP – 3897 BDP - 4150Hercules Terminator 24 – 18 Speed
Revival of MTB Geared Portfolio – These models are at the bottom of the pyramid and will give good volumes to the category.
Product BDP Launch Date Monthly Volumes Volumes for 2013-14
Fusion 6 Speed 4400 July, 2013 400 3200
Fusion 18 Speed 4700 July,2013 300 2400
Sparta 6 Speed 4400 August,2013 400 2800
Sparta 18 Speed 4800 August,2013 400 2800
AXN DX 6 Speed 3600 July,13 200 1600
Street Rider 6 Speed 3800 October ‘13 400 2000
CATCH UP PLAN SUMMARY – MP Geared
Product type Project Name BDP Launch DateMonthly Volumes
Volumes for 2013-14
Mass Runner MAYHEM 5,650November
2013700 3500
Entry Level Hard tail
HARDLINER 6,000November
2013400 1600
Mid Range Hard tail
WAYFINDER 6100November
2013300 1200
Entry Level Alloy TUNGSTEN 6500November
2013500 2000
Torrent Replacement
GEOLANDER 6600December
2013300 1200
CATCH UP PLAN SUMMARY – ROADEO
• Easy Fire Gear shifting system is preferred in cycles as it is perceived to be safer to use.
• Dual disc brakes have maximum impact on the flaunt value.
• Quick Release, although an interesting concept, is leading to easy theft of seats and wheels.
FEATURE RELATED
KEY CONSUMER INSIGHTS
• Consumer’s are looking for a high entertainment value in products.
• Products with integrated electronic systems are the most preferred.
• Consumers want to ride stunt-ready bikes.
GENERAL
ROADEO MAYHEM
PRODUCT BRIEF
Title : Full Suspension 26” Roadeo Model
Project Name : MAYHEM
Brand : Hercules ROADEO
Consumer Segment : Boys 11-15 yrs
Market : Urban / Semi-urban all India
Target BDP : 5650/-
Estimated Volume : 800/month
Contribution : Min. 20% or Rs. 1000/- (whichever is higher)
Product Features : 18 Speed with Revo shiftersFull suspension Steel frameV-brakeDouble wall Alloy rimsLacquer PaintRoadeo Branded Cushioned PU Saddle
Color options : 2
Competitors : Hero Enchant
ROADEO MAYHEM
CONSUMER PROFILEROADEO MAYHEM
SALES COMMITTED VOLUMES
STATUS Average Volume per month –800 Units.
ROADEO MAYHEM
COMPETITION CHECK
STATUS Mayhem will provide sportier, aggressive design, better quality fit-n-finish, fresh colors and better Graphics.
Option
HERO Enchant 18 Spd – BDP : 4475
BDP - 5650Source – Keelani, Sri LankaCompetition
• Dual suspension• V- brakes• Multi-speed transmission• Dual color combination
KEY SELLING FEATURES
ROADEO MAYHEM
FEATURE BENCHMARKING
STATUS Mayhem specs are at par with the competing set.
Feature Roadeo Mayhem Hero Enchant
Gears 18 Speed 18 Speed
Shifter Revo Revo
FrameSteel Dual
Suspension Steel Dual
Suspension
V Brakes Yes Yes
Rims Alloy Alloy
Threaded Stem Yes Yes
Cushioned Saddle Yes Yes
ROADEO MAYHEM
ROADEO MAYHEM
STATUS Consumer preference study done at 3 schools in CHENNAI.Concept A likes by 59% of consumers. Cleared for prototype.
CONSUMER VALIDATION
Concept - B
Concept - A
A B
Sample size – 121 StudentsTG – 12 to 15 yrsSEC - A
STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.
CRAFTSMANSHIP BENCHMARKINGROADEO MAYHEM
IP CHECK
STATUS Legal Check cleared.
ROADEO MAYHEM
COLOR AND GRAPHICS DESIGNROADEO MAYHEM
PRODUCT VISUALIZATION
Roadeo Branded Cushioned PU Saddle
Double Wall Alloy rims
18 Speed Shimano Gears
Revo Shifters
Threaded Stem
ROADEO MAYHEM
ROADEO MAYHEMPRODUCT COSTING
Previously price was converted with an Exchange Rate of Rs 55. With an exchange rate of Rs 61 this is the revised BDPs.
ROADEO MAYHEMPRODUCT COSTING AGAINST TURNER VX
ROADEO GEOLANDER
PRODUCT BRIEFROADEO GEOLANDER
Title : Full Suspension 26” Roadeo Model
Project Name : GEOLANDER
Brand : Hercules ROADEO
Consumer Segment : Boys 11-15 yrs
Market : Urban / Semi-urban all India
Target BDP : 6600/-
Estimated Volume : 300/month
Contribution : Min. 20% or Rs. 1000/- (whichever is higher)
Product Features : 21 Speed with EZY fire shiftersFull suspension Steel frameFront Disc Brake / Rear V-brakeDouble wall Alloy rimsLacquer PaintRoadeo Branded Cushioned PU Saddle
Color options : 2
Competitors : Hero Y-Street
CONSUMER PROFILEROADEO GEOLANDER
SALES COMMITTED VOLUMESROADEO GEOLANDER
STATUS Average Volume per month – 300 Units.
TORRENT REPLACEMENT
Existing Torrent
BDP – Rs. 6600/-
STATUS : Sample awaited.
Source – Feija, China
EST. BDP - Rs. 7000/-
Target BDP - Rs. 6600/-
Best possible Quote – 6300 to 7200/-
Source – TPT, China Source – Golden Wheel, China
- Self-finished frame.- Painted and assembled.
EST. BDP - Rs. 6300/-
STATUS : Sample awaited.
EST. BDP - Rs 7,200(via Sri Lanka)
APPROACH - To import the frame and assemble the paint in -house.
The bike would be built based on 21 speed torrent spec.Execute a Two stage planOptimistic, do consumer work with Feija frame and progress further.Pessimist plan, order the other two frames and be ready – KC.BOM & Costing preparation.Prepare a detailed project activity schedule.
WAY FORWARDROADEO GEOLANDER
COMPETITION CHECKROADEO GEOLANDER
STATUS Geolander will provide modern design, better quality fit-n-finish, fresh colors and better Graphics.
Source : Feija, Sri Lanka BDP - 6300Competition BDP - 4745
HERO Y Street 18 speed
• Dual suspension• Front Disc / Rear V-brakes• Multi-speed transmission• 21 Spd EZ fire shifters• Double Wall alloy rims
KEY SELLING FEATURES
FEATURE BENCHMARKINGROADEO GEOLANDER
STATUS Geolander provides better shifters (EZY fire) compared to Revo shifters in Y-Street.Other specs are at par with the competing set.
FeaturesGEOLANDER Y - STREET
Gears 21 Speed 21 Speed
Shifter EZY fire Revo
Frame Dual Suspension Steel Frame
Dual Suspension Steel Frame
Brakes Front Disc Rear V Brakes
Front Disc Rear V Brakes
Rims Double Wall Alloy Double Wall Alloy
Stem Threaded Threaded
Cushioned Saddle Yes Yes
ROADEO
TURNER VX
GEOLANDER
PRODUCT USABILITY CHECKROADEO GEOLANDER
STATUS Geolander is shorter than Turner VX by 60 mm. Handlebar Reach, Toe clearance, Rake angle, and other dimensions are OK.
45%
55%
ROADEO GEOLANDER
STATUS Consumer preference study done at CHENNAI. Geolander concept liked by 55% consumers.
CONSUMER VALIDATION
SAMPLE SIZE : 50 StudentsTG : 12 to 15 yrs
SEC : A
GEOLANDER
TORRENT VX
ROADEO GEOLANDER
STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.
CRAFTSMANSHIP BENCHMARKING
ROADEO GEOLANDERIP CHECK
STATUS Legal Check cleared.
ROADEO GEOLANDER
STATUS CM Benchmarking carried out. Feedback given to the supplier for carrying out improvements.
COLOR AND GRAPHICS DESIGN
TYPO – Design Options INSPIRATION BOARD
ROADEO GEOLANDERPRODUCT VISUALIZATION
Roadeo Branded Cushioned PU Saddle
Double Wall Alloy rims
21 Speed Shimano Gears
EZY Fire Shifters
Threaded Stem
Front Disc Brake
ROADEO GEOLANDERPRODUCT COSTING AGAINST A-100 VX
SAMEER M I PRODUCT DEVELOPMENT I TI CYCLES OF INDIA
THANK YOU