Product Development of “Dosa King”

Submitted By:- Saurabh Meena

Product Development Process What…??

Why….??

When…??

How…??

Stages in Product Development Process

Dosa King• Established in 1992 by R.

Narayanan under Indian Food and Fermentations Ltd. (IFFL).

• They have 250 Franchisee across India, and a franchise in Bangkok.

Idea Generation• In 1992, According to IFFL 20 mn Dosa sere daily. • At the same time lack of eating places in India because of lack

of understanding of formula and lack of skills of Dosa making.• IIFL made a decision to come up with complete Dosa Delivery

system.

Idea Screening• To design Doa machine, that could deliver dosas at 30 sec.

interval with uniform weight, crispness, color, size and taste.• To develop dosa batter with a self life of 4 week.• To develop potato masala.• To deliver dosa to customer in a convenient form.

Concept Screening and Testing• 90-% of male adult Students eat snack outside their Home.• Adult males of 16-45 yr. formed to the core target audience

Marketing Strategy Development

• Standardization • Delivery • Size • Accompaniments • Liquid Chaser

Business Analysis• Cost was INR 10/Dosa.• Cost of machine around INR 10 Million.• Future strategy was to open 10,000 Retail points.

Product Development Challenges

• Project Funding• Dosa Machine• Dosa Batter • Potato Masala• Potato Masala And Accompaniments • Project Risk• Decisions

Marketing Test • No consistency in between Dosa. • Dosas were limped and sagged.• Consumers demand more sambhar.• Dosa delivered in 90 sec. and damaged 1 out of three.• Potato masala was not tested and it smell.• Power cuts interrupt the Dosa making process.

Cont.IFFL’s Response :-• Size of Dosa increased to 110 gram.• Enzyme of Dosa batter and potato masala finalized.• Change in Programming and sensing of Dosa machine done to

get right temperature.• The size of machine is likely to be reduced 6 sq ft. From 8 sq ft.• Delivery time of dosa reduced to be 30 sec.

Commercialization• After Delay of 12 months, they have launch their product with

250 braches across india.• Hired 9 people in maintains crew.

Thank You…!!