Bend lighting Hella
... Product Description (Physical-, Use- and Benefit attributes) I chose a product from Hella. The Innovation is the dynamic bend lighting. Hella has developed a static, dynamic and static/dynamic system and put each of these into production for the first time worldwide. Hella has developed a combined system with cornering light and dynamic bend lighting. With dynamic bend lighting systems, the range of the dipped beam can be nearly doubled in sharp curves. The Hella experts assume that headlamps with bend lighting function will quickly become accepted in all vehicle categories worldwide as a measure for improving traffic safety similar to the xenon lamps introduced in Germany for the first time ten years ago. This innovative active bend lighting significantly improves active road safety, with the bi-xenon headlamps following the car drivers steering movements and swiveling to the side as soon as he steers into a bend. This means that the range of the dipped beam light in bends can be increased by up to 90 percent: where the area usually illuminated when driving into a bend with a diameter of 190 meters is around 30 meters, the new headlamp technology extends this by a further 25 meters. Since the beam pattern corresponds to the respective steering angle, the driver can recognize the course of the bend early and adapt his driving style accordingly. Active bend lighting works both in the dipped beam and main beam functions and is continually adapted to the respective driving speed. ... A micro-computer integrated into the electronic data network of the T-model and which is continually fed with up-to-date information about the steering angle and speed sensors controls the active bend lighting. ... the potential high class car builders and assume that they all want the bend lightning for every car they produce. ... The innovators and the early adopters already use bend light in 2003 (Audi A8, BMW, Mercedes). ... In 2008 the laggards will come on the market and will purchase the bend light. ... Just a 10 % demand increase of cars with bend lightings can result in as much as a 200 percent rise in business demand in the next period. ... Competition The dynamic bend lightning is an innovative product on the market. ... Hella brought out another Star in their Portfolio matrix. The product is in its way patented and strictly belongs to the Hella Company. ... 5-Year Sales Forecast 5 Year Sales Forecast - 2004 2005 2006 2007 2008 Total Units 500 Tsd 700 Tsd 900 Tsd 1,5 Mio 2,3 Mio Total Revenues in Million $100 $140 $180 $300 $460 % Growth (Basis: 2004) - 140% 180% 300% 460% % Growth (on Yearly Basis) - 140% 129% 167% 153% Price per unit: $200,00 Total % Growth from 04-08: 460% It is estimated by Hella for the Year 2003 that the total sales will be around 350,000 pairs of bend lights. ... From 2007 on, the bend lighting will be seen as a standard in every safety car. ... As well afterward I forecast an incredible increase of sales because I think bend lighting will come to a standard for every car produced in the future because of the safety aspect. ... 1 Distribution channels We will use the standard distribution channels with Hella. ... hella-shop. ... In the case of bend lighting I have a $1. ... In all I make in the case of bend lightning use of three elements which will now be the focus of interest. ... Relating to bend lights I use two different advertising objectives. In the first few weeks I use an informative and persuading advertising because bend lightning is a totally new kind of headlight and as a result of this the customers are probably not aware of the advantages of bend light. After 12 weeks I will replace the informative advertising by a reminding and persuading one because now the people are probably aware of these features and so now it is important to keep bend light in their minds. ... Concerning the content I take the rational appeal whereby I clearly describe the elevated benefits of bend light in comparison with a conventional light. ... 2 Sales Promotion The advertising campaign offers reasons for buying bend lights but this is not enough because finally people must try the product themselves to convince themselves about the high quality of bend lightning.