New Product Development

Do we really need so many new products in the market? This is certainly a tricky question. We are in mad race at the market place. I often get reminded of a tale of African lion and a deer in their race for survival. For survival the lion has to run faster that the slowest deer and the deer has to run faster that the fastest lion. This is the race for survival. We have now reached such a stage in market, where we have to keep running just to stay at a place. The faster you run; you can be ahead of others. One of the reasons for this race is the shortening of maturity phase in PLC of the products. The consumer demands are changing every day. What was sought after yesterday is not needed today. Samsung, Apple and many others are introducing new products at frequent intervals may be at the cost of previous versions of newer products. Thanks to shifts in consumer taste or purchasing behavior, increase in GNI, technological innovations and demographic trends. These all factors are catalysts for creating opportunities for new products.

The age old concept of five stages (some authors recommend eight stages) viz. Idea Generation, Screening, Concept Development, Product Development and Commercialization is valid but there are changes in the approach. There is no doubt that ideas generally guide the process of new product development, but the way ideas are coming forward is different today. Today it is far more important to observe and listen, and the way we do it is different. The social media, internet has great importance in how we “listen and observe”. Thanks to technology. Observing the world around us and discovering customer problems or needs is critical. OLA in India has to an extent succeeded in identifying the customer need. OLA and other aggregators have their own niche and that makes the co-founder of OLA a youngest super rich in India. It was the idea that created this business but just the idea is not enough.

Determining the Market Potential is more important. Thorough research is to be carried out to ascertain how large the market for the product is, how many potential customers are out there and what/how is the competition. In case of tangible product investment are higher due to raw material procurement, manufacturing, inventories and physical distribution therefore before committing the company's human and financial resources for developing a product prototype and bringing it to market, make sure that a thorough research is done.

Apart from conducting research and understanding the statistical jugglery it is imperative to thoroughly test the idea by talking to current customers and prospects, as well as industry participants such as vendors, sales personnel and distributors. Their feedback is also useful in proving that there is a viable market for your product idea. Create a product concept, take customer’s viewpoint.

Idea is to be designed, manufactured and delivered in financial and time framework. Once there is a green signal at this stage then the embarking upon further journey is advisable to follow the steps of product development and commercialization. However time is the essence of all these activities. The process of finding an idea, evaluating it, creating the product and implementing a marketing plan for it can stretch over a longer period. The changing consumer needs and technological changes can stump the efforts and it would be too late to realize that the new product developed was needed a year back and not today. There is a need to think ahead. Need to be proactive to consumer needs, not just reactive. Be proactive and plan ahead. Don’t land up in a situation that the need for the product is eliminated by the time the product is ready. There is also need to plan for funding and HR, many times this is not done and then the resource constrains contribute to product failure.

Be on a traditional path for new product development and subsequent business plan but take a different approach. The factors like shifts in consumer taste or purchasing behavior, technological innovations and demographic trends have changed the canvas and will keep changing. The traditional approach may not work in this scenario, thus the need to think and act differently. I get reminded of blue ocean strategy to make competition irrelevant and offer something unique that offers a competitive advantage. And this advantage has to be sustainable in market.

Another important issue that has emerged in this globalized world is consideration to IPR. With WTO as watchdog and different legal systems in place the new product development has another dimension of concern.

The customers are increasingly becoming solution or service oriented. Six sigma may not be possible for everyone, thus service and information dissemination becomes extremely important. Most of the companies are going for outsourcing this activity which adds another dimension of complexity. The business plan has to have provisions for this. Uncertainty over the maturity phase of the new product exists and this forces one to be proactive for product/brand extensions, adding new features, and for value additions. The core benefit of cell phone is gone. This tiny gadget has more capabilities than the super computer US had years back. The iPhone commercials are out to position the product as a superior video recorder rather than a cell phone. Is it because of change in consumer need/usage or because the Apple PMT is proactive? This can be debated but proves the point. The photographic material company like Kodak considered Fuji as its competitor and both would have never dreamt of competition from cell phone manufacturers for their products. Musicians and music companies like HMV, RCA, got trounced by digital revolution. It is getting difficult to understand who your competitor is and will be. Best selling products can get obsolete and unknown products can rule the market. We kept on worrying for world economy in relation to US recession, Greece problems, but less than a month back China emerged in forefront of the global economic issues. Can China problems help India to grow? Can we develop the products that will replace Chinese innovations or duplications? This is the extent of uncertainty in the market. Developing business plans keeping all these known and unknown issues is more complex.

Once due consideration is given to all aspects discussed so far, and then the major activity of STP has to be carried out. Forecasts and budgets will be in place. This elaborates the financials. The balance sheet, P&L and eventually BE will be understood. The STP will guide to design marketing strategy that needs to be properly implemented for desired results. Good strategy and good implementation will ensure success.

The new product development in the past was never as complex as it is now. Today one need not be a scientist like Edison or James Watt or Graham Bell to offer new products, undoubtedly they were great, but today one certainly has to be a good product manager to get new products developed. 

Sorry Mona Lisa

From my childhood I had fascination for two things, one was because of Marathi  bhajan (भजन devotional song) roop pahta lochani sukh jhale ho sajani, (रूप पाहता लोचनी, सुख झाले हो साजणी), a song dedicated to Lord Vithoba of Pandharpur and another one was for Mona Lisa, thanks to history books and associated hype. I was indeed happy to see Lord Vithoba’s wonderful statue in black stone, but it took a while to see painting of Mona Lisa.

During my trip to Paris our guide dropped us Corrousel du Louvre an exclusive shopping center that has entrance for Louvre Museum at 99, rue de Rivoli. He was in hurry for his next assignment and rattled out the instructions, ‘Go down the escalator, walk straight till you see the inverted pyramid, take turn, move ahead, pass the information desk, take right turn, look for board Danon and then after follow the sign boards of Mona Lisa, keep moving till you see the greatest creation of Leonardo da  Vinci’. I was least interested in his parrot talk; only thing that registered my mind was to be back at same place at 5.00 pm sharp.

This north entrance to Louvre museum was less crowded, yet there would couple of thousands moving around. We went down the escalator to the underground shopping center, cleared couple of formal security checks manned mostly by African Italians (sounds similar to African Americans) and persons of non-Italian origin. It sounds odd but it is so. We could see the inverted pyramid ahead and tourist flocking around to take pictures in normal and all possible unusual postures. We were moving with crowd till we reached the entrance of Louvre. The tempting aroma from Starbucks was in the air, but we had pressure of limited time. We cleared the final security and climbed through circular steps the higher level. The place was extremely crowded. Had the crowd been all Indian and sweating, it would have given a feel of Dadar station during rush hours. I was protecting my fractured arm with external fixator as well as taking care of camera and other photography equipment. I would pause for a while to make sure that my wallet is safe. Many of visitors spend 12 Euros for the museum tickets not to see the museum but to return home much richer with few wallets and may be some passports.

We climbed three levels, followed the direction shown on Mona Lisa posters. Passing through the rows of naked statues we climbed yet another ten steps or so and took a right turn as directed. Few steps ahead was a Grand Gallery with beautiful paintings and statues (of course naked). I was gently getting pushed with ever increasing crowd, mostly Indians and Chinese. A thought came to my mind that credit for Euro survival should go to Indian and Chinese tourists. I was with the crowd that would finally culminate in front of Mona Lisa painting.

One of the exhibits in Grand Gallery at Louvre

On way, I stopped for a while as I saw white non-Asian girl trying to pinch something in the air and another girl was taking her picture. As I came closer, I realized that her efforts were to have a picture that gives illusion of her holding the placid penis of the naked statue in the background. GREAT that’s all I can say. I had seen people posing to support leaning Pisa or holding Taj in a pinch but this was a different experience, perhaps in tune with Paris nightlife culture.

Mona Lisa at Louvre 

The crowd pushed me further and there came large hall on right side. As I entered the hall and moved further, I noticed large number of paintings in the hall, some were of huge size while others were smaller. There was a large crowd and all hands were up trying to click the lone painting on the opposite wall facing me. Few steps forward and I realized that this is the much hyped Mona Lisa painting. I waited for a while to check if the crowd thins out. At times many from the crowd would turn back giving a ray of hope that I can surge in, but that was not to be so . All those chaps showing their back to Mona Lisa would bend forward lift their neck as duck would do after catching a fish, stretch out one hand with mobile to take a selfi with Mona Lisa painting for their FB post. Standing may be twenty feet away and viewing the painting placed behind a bulletproof glass was no pleasant experience. The 77 x 53 cms painting is too tiny when we look at opposite wall with Paola Veronese’s Wedding at Cana painting.In many instances the size doesn’t matter, but I feel here it should. I went to one corner of the hall little away from the crowd and changed the camera lens. Now with 300 mm lens I could draw Mona Lisa closer to me and capture it in my camera to have a still closer look. May be I could appreciate. It’s said that Leonardo de Vinci took over three years to paint Mona Lisa. Some claim that the painting went on from 1503 to 1517. I fail to understand why such long time was needed to paint a portrait. There are reports that 40 layers of glaze has been applied with fingers and each layer took long time to dry. There may thousand reasons but for me a question remains is it worth that? Yes it is when such hype is created. It’s simple as many of persons enjoying alcoholic beverages may not like a vintage Merlot or Shiraz (syrah), but that doesn’t mean the wine to be inferior. Similarly Mona Lisa painting may be great from the eyes of its connoisseurs but not from my view point. It’s matter of individual liking. I can’t imagine a female without eyebrows and eyelids. Recently some American ‘discovered’ one hair on the eyebrows after taking series of pictures under varying IR and IV range. Wish that kind of time, efforts and money was spent bon some philanthropic activity. I must admit that I fail to appreciate her enigmatic smile. I am used to charming smile of Madhubala, Madhuri Dixit and of course my loving wife, therefore the enigmatic smile really puts me off. I have been seeing great paintings from Raja Ravi Varma on canvas or Pattachitra on fabric. Likewise the paintings during Moghul periods, painting by Persian artists in India, Madhubani paintings or those of Mysore, Tanjore, Rajput style are outstanding. Unfortunately these are not marketed well. There is no legend or any mystery or religious controversies attached to the Indian paintings, the way it is for Mona Lisa. The latest being the hidden alien in this painting.

Me, my fractured arm with external fixator and Wedding at Cana

Disappointed and disillusioned with Mona Lisa I turned back, came to the exit of the hall and took a final look at the golden goose of Louvre, Mona Lisa. Last year over 10 million visitors lined up in front of Mona Lisa. I do not know how many would share my views, I am sure there would be many but they might not admit. One has to have strength and courage to swim against the current. After seeing more magnificent paintings, sculptures and collections with no one crowding around, I managed to be at the entrance Courrousel du Louvre at 5.00 pm, safely without losing my wallet and belongings to meet our guide for better experience of Paradis Latin show. Sorry Mrs.Lisa del Gioconda aka Mona Lisa.

Memories

Memories are the time machines that take you in the past. Memories are an integral part of living beings. Organisms, animals, birds, aquatic creatures all depend upon memories for their growth and survival. Their growth and survival strategies depend upon the memories of their past experiences. Our folk stories vouch for memories of dogs and horses who never forgot their masters and the elephant who took revenge with the needle pricking tailor. Microorganisms do ‘remember’ the antibiotics and mutate to develop resistance so as to survive. Memories have a special significance in human life. Pleasant or unpleasant, recent or past all are important. These memories helps to live, not just survive.

Be it an aged widower in torn patched ‘dhoti’(धोती) spending his remaining life on a ‘charpai’ (चारपाई) kept in a corner of one room apartment or be it a same age rich widow leaving in a royalty having attendants around provided by her NRI son. Both have an incredible support of their past memories, good as well as bad. These can be the reasons for survival or for a death wish. One just can’t forget memories, (but for those who have Alzheimer’s), they might surface again. One lives with memories and dies with memories to be in the memories of others. A person without memories is brain dead.

Memories need to be articulated. Everyone needs to do this, more so for the senior citizens as the articulation helps in many ways. The unpleasant memories when released reduces depression, curtails brooding. It helps to vent out latent suppressed feelings and venting out of feelings gives a fresh lease of life. The pleasant memories have positive vibes. When shared these results in a sense of wellbeing and satisfaction.  The memories therefore need to be shared, be these pleasant or unpleasant. This will help to improve quality of life in the seniors, the brooding will reduce and positive vibes will dominate.

Many of the seniors may not have scope to share their memories. They may not have friends or such relatives who want to be patient listeners. If there is no one to listen then they can certainly write (except those who have untreated cataract) or type out. Writing memories is best way to vent your feelings and reduce internal pressure. If writing or typing is not possible then the seniors may take someone’s help to pen it down.

My sixty year old school tiffin 

Memories can be of anything. It can be of first day in school or college, first win in a tournament, first fight with someone you might have liked or hated, first love or a the first kiss or any romantic event. These memories can be from one’s workplace or home, can be social or extremely personal, but these always exists. Sharing the memories can be a fun. It takes you back to that era which will never return and that may be sad reality. Some painful memories can be disturbing but it’s always good to share those and vent out the feelings, may be someone has empathy for you and that makes a big difference.

Memories add flavor to life just the way a matured pickle enhances taste of your meals, but it has to be in a moderate and acceptable quantities. Excess of memories in routine life and excess of pickle in meals have a potential to spoil. A speaker giving anecdote or two is welcome but the one who has no substance but just anecdotes becomes a bore. So have a proper control for the recall of your memories. Excess can be problematic. Let there be scope for other thoughts to occupy your mind. Occupying mind space with only memories will block other thought process and result in limitations. It’s like RAM of the computer, it has to be free to carry out many other activities, and one can’t just block it. So have a proper blend that will keep brain active.

One shouldn't be judgmental with memories. There is a generation gap and what one feels was wrong couple of years back may not be true today. Times have changed and are constantly changing. A handshake with a friend of opposite sex (it might not be an era of boyfriends or girlfriends) five decades back might have had more thrill than hugging a friend today. Therefore judging emotions, morality, culture etc. may not be appropriate. Remember things have changed, so don’t pass any judgment, but you can certainly brood to have not born in late last century. It would have been different, but don’t regret the hand shake half a century back was definitely more thrilling than a hug of today. (Is it judgmental?). Hold on to the memories that you have. They are forever, as long as your brain is alive. The world might change but not your memories. The only reason everyone holds on to memories so tightly is because memories are the only thing that don’t change when everyone else does.

Every one leads a life that gives tears, smiles and memories. The tears dry, smiles fade but memories last forever. Don’t just keep these with you but shares with others. That will make life more meaningful.

Many of the senior citizens would have loads of memories that they would like to share. I would love to listen or read if shared with me. Those who want to publish their memories on net, I can help them. Share them before they fade out. I have started a blog www.Majhya-Aathavani.blogspot.in for sharing the memories. I will start with mine but others are welcome. Do write in comments if you feel like sharing memories, we will work together, I will contact you.

Happy memories……….

Slate to Stylus

Straw pen to stylus is the journey that I experienced and enjoyed. The time frame has been little over six decades and the pace of change was slow to start with but gained momentum in last few decades and still continues. There have been changes in all aspects of life, from social to technological, political to economical. For many there was no choice that these changes could be ignored. The ones who chose to ignore or ones who couldn't keep pace with the change are unfortunate.

Boru and Stylus

After graduating from slate and slate pencil, to pencils and later ink pens, my first encounter with writing instruments was a straw pen, commonly called as Boru (बोरु in Marathi). The pointed straw is dipped in ink and the absorbed ink flows down while writing. The fountain pens had the same principle. Occasionally the tip is sharpened for smoother and sharper writing. For me the ink stained fingers was a proof of having completed the home work (the current generation call it as home play for reasons best known to them). Days changed the dip pens with detachable nibs was the next step. Similar to straw pen, in these pens the nib was dipped in ink bottle. Over a period of time these became extinct but are used by calligraphers. The more convenient form of fountain pens was the next advancement, first with ink chamber and later on with cartridges. These stayed for many years even though ballpoint pens were launched in India. For many years we were not allowed to use ballpoint pens for writing our exams and banks insisted on use of fountain pens for banking instruments. Eventually ballpoint pens ruled supreme and replaced the conventional yesteryear's implements.  

For many years I enjoyed all these writing implements, for official communications as well as personal writing from official memos to love letters. In early 1980’s when I was assigned a stenographer cum personal secretary, a Malayali male,  the use of these implements got reduced. Pens were used just for signing documents and bank cheques. Then came the era when emails emerged and there was further decline in use of pens. With the digital advancement the use of pens will further decline. Laptops, tablets, iPads and mobiles with stylus have changed the life. Many messages are typed or written with stylus and transmitted.

The technological advancement has impacted various aspects of life and these changes are memorable. I never had a chance to own a new bicycle in my school or college. The old unused ones would get repaired and used. New bicycle was always envy. In college days some friends born to rich parents would ride a scooter and few would come on bikes, those were relatively less in numbers.

Lambretta 48 and BMW Coupe

My first encounter with this category of vehicle was with two geared Lambretta 48. My cousin had that model and he at times would oblige me to ride. Late 60’s and 70’s were dominated by Lambretta and Vespa (Bajaj at a later date). Among four wheelers the imported cars declined sharply due to post 50’s government policies that gave a free hand for indigenously manufactured Ambassador and Fiat (Premier Padmini at a later date) to dominate the market. 1983 was a turning point when Maruti 800 rolled in the Indian streets and rest is history. I enjoyed riding Lambretta 48 that would touch 20 kmph and now a BMW that touches 200 kmph. That’s the journey I enjoyed.

Goti ka Soda and of course Blue Label

Indian currency lost its strength. The Baraf ka Gola (बरफ का गोला) that I enjoyed for one paisa may be available today for five rupees, I haven’t had it for long. I am not sure but guess so. It was fun to drink flavoured soda water (Goti ka Soda, गोटी का सोडा so called as the bottle has a marble to trap the aeration) and also fun to drink Blue label. What a change but enjoyable.

Two scoops of Dinshaw’s ice-cream would cost two annas (12 paise) now two scoops of ice-cream is over fifty bucks. The price I paid few months back for a relatively simple bicycle could have bought me two Vespas (Bajaj) scooters in seventies or cost of Vespa scooter today is equal to five Fiat 1100 cars in mid sixties. What a change that has taken place. I am enjoying it. A four figure salary was a dream salary in that era; now couples of smiling Gandhi face thousand rupee notes in your wallet mock you.

Vanishing coins 

 One anna was the lowest that I paid for a local call for unlimited duration. We had no telephone connection at our place and the closet phone was across the corner with a practicing lawyer. He was kind enough to allow us to make calls, of course on payment of one anna, that over a time became two annas and later on 15 paise when coinage changed from anna and pice to naya paisa. Majority calls were made to railway enquiry to know the running position of train. There were hardly any personal calls. For long distance calls that we called trunk calls we went to the nearest post office. Wait for call getting connected was uncertain. If any of our relatives had to call us from outstation they would book a PP (particular person) call to the post office and a messenger would cycle down to our place to summons us to the post office to take the call. The long distance calls were always associated with an element of anxiety. Today mobiles are like a part of the human body. One can call and receive calls from any part of the world at relatively negligible cost and with loads of convenience. I have enjoyed this transition and the equipments used. From dialing the number on a rotary dialer to voice activated calling on mobiles has been a great advancement that I enjoyed.

On social front, there has been a major change in culture and associated aspects. The language has changed, many dialects have gone. Use of four letter English to express disgust has become common and no one fills odd to use it in public. Morality has drifted low. Eve teasing was seen in my younger days but those incidences were less far less than rape incidences reported as of today. In music I have travelled from Man tarpat hari darshan ko aaj (मन तरपत हरि दर्शन को आज) to Havan karenge (हवन करेंगे)  and from Ina mina dika (इन मीना डीका) to Chikani chameli (चिकनी चमेली). Watched movies from Har Har Mahadeo (हर हर महादेव) to PK. Change is welcome but what should be limit for that? The question remains unanswered. Am I enjoying the change on this count? Certainly not, our culture deserves better treatment.