1. Black box in planes and in vehicles are event data recorders.
GSM is implemented in the black box of vehicles to send
message.
Black box in planes is different from black box in vehicles.
Black box in vehicles does not have voice recorders that as
in black box of planes.
Black box in vehicles checks
• Vehicles speed
• Brake failure
• Lane detection
• Seat belt use
• Engine temperature
• Distance between vehicles
• Emergency data sending through GSM
• GPS
2. This is an implementation of black box for vehicular safety.
Key features:
•Diagnostic check of vehicle parameters at IGNITION
ON.
•Store the recorded parameters in a memory device.
•Diagnose the critical parameters while vehicle is
moving.
•Indicate the failure parameters on the car dash
board instantly.
•Interfaced GSM and GPS to locate the position of
vehicle in case of accident.
•Take appropriate measures while switching the lane
to avoid accident.
3. Cars in India are used for Status symbol and
transport, hence this aspect hasn‘t yet been
covered.
This is an add on feature which is not a
primary option to look for when buying a car.
People in India are not very serious about
traffic accidents. E.g Cases of drink and drive,
hit and run, under age driving, not adhering to
helmets and seat belts.
4. Road accidents are a human tragedy. It involves high human suffering and
socioeconomic costs in terms of premature deaths, injuries, loss of
productivity etc. It is heartening to note that there has been a marginal decline
in road accidents during 2011. However, the problem of road safety remains
acute in India. During the year 2011, there were around 4.98 lakh road
accidents, which killed 1.42 lakh people and injured more than 5 lakh persons,
many of whom are disabled for rest of their lives. These numbers translate
into one road accident every minute, and one road accident death in less than
four minutes.
Road traffic accidents are amenable to remedial action. Many a
countries have witnessed drop in road accidents and fatalities by adopting
multipronged
approach to road safety that encompasses broad range of measures, such as traffic
management, design and quality of road infrastructure, safer vehicles, law
enforcement,
provision of accident care, etc. The challenge for us is to adapt and evaluate these
approaches to suit our needs.
5.
6. State/UT 2008 2009 2010 2011
Maharashtra 15.6 14.8 14.3 13.8
Tamil Nadu 12.5 12.5 13.0 13.2
Madhya Pradesh 9.0 9.7 10.0 9.9
Karnataka 9.5 9.3 9.3 9.0
Andhra Pradesh 8.8 9.0 8.9 8.9
Share of above 5 states 55.4 55.3 55.5 54.8
Number of Accidents, Persons Killed & Injured as per Road Classification (2011)
Road Classification National Highways State Highways Other Roads
No. of Accidents 149,732 (30.1) 122,239 (24.6) 225,715 (45.3)
No. of Persons Killed 52,924 (37.1) 39,033 (27.4) 50,528 (35.5)
No. of Persons Injured 156,008 (30.5) 133,435 (26.1) 221,951 (43.4)
7.
8. Around 50 % of the accidents are caused due to Intake of
Alcohol/Drugs and exceeding Lawful speed
More than 25 % of the accidents are caused due to
Overloading/Overcrowding and Load Protruding
9. Government wants ‗black box‘ like gadget in
vehicles
Coming soon: black boxes in trucks
The Union government intends to adopt a
recommendation of a roads safety experts‘
committee which has suggested that
automobiles —new and old — must install a
―black box‖
10. The Tata Technologies Vehicle Programs & Development (VPD) Group is a strategic
realignment of engineering leadership and global team of professionals, assembled to
meet the complex needs of the automotive industry. As the automotive industry
emerges from the global recession, demand for new, highly differentiated products
is increasing, taxing limited product and manufacturing engineering resources. OEMs
require experienced, proven engineering partners to meet these demands. With demand
for innovation increasing, automotive companies need novel solutions to vehicle
development challenges — a fresh view — to achieve success.
11. Ability to withstand Accidents
Black Box
Low Benefits High Benefits
Quick Access
Recorders
Data Loggers
Inability to withstand Accidents
12. High Cost
Bosch
Low Benefits High Benefits
Preferred
Honeywell
(unmet)
Low Cost
13. Product Success Relative weight Product Score Product Rating
requirements
Unique and 0.4 0.8 0.32
superior product
High marketing 0.15 0.5 0.075
rupee support
Lack of strong 0.3 0.5 0.15
competition
Existing 0.05 0.6 0.090
distribution
network
Consistent 0.1 0.6 0.06
demand
(repetitive)
0.695 [>0.61]
14. Competitor analysis - an assessment of the
strengths and weaknesses of current and
potential competitors.
Looking at competitors for Blackbox in Aircrafts
As of now there is no direct competition in the
country.
Honeywell sells limited benefits Black box at
$62-69 and Bosch at around $100
15. Probability Probability Probability
0.35 0.47 0.18
To reduce
To reduce deaths which To prevent the
avoidable occur due to driver from
accidents lack of timely dozing
medical aid
•The concept statements were rated by a focus group voting
•Points from the highly voted concept statements were integrated to solve
the identified problem
16. • Deaths due to non timely availability of
Problem to
be solved
helps/medical aid after accidents
• GSM service to intimate Police Station,
Ambulance and well wishers
Solution • GPS to provide the location to the concerned
Provided
• Artificial Intelligence to avoid the risks of dozing
17. • Automobile companies, Car owners
Target market
information
• Three groups will be prime buying decision makers:
• Car owners, Transport companies, Automobile companies
Focus Groups • Refine and elaborate the statement in successive groups
• Measured attitudes and intentions at this early stage of buying
Concept • Questionnaire
Testing
18. Target Market Product Offerings Potential Market
(Using Chain Ration Method )
Car owners Standard Black Box *Total Market Size:
Transport Customized Black Box *Total Market Size:
companies for Big ticket parties
Automobile Customized Black box *Total Market Size:
companies
* Data Taken from Census of India 2011 and Road Accidents in India 2011 report
by Ministry of Road Transport and Highways
19. Target Product Offerings Avg. Distribution Channel
Market Price
Car owners Black Box Local Retailers
INR Online Retail
10,000 Service Centres
Transport Customized Black INR
Authorized Selling Points
companies Box for Big ticket 10,000-
parties 12,000
Automobile Customized Black Corporate Sales
companies box
INR
12,000
21. • Reaches large, geographically dispersed audiences, often with high
frequency; Low cost per exposure, though overall costs are high;
Advertising one-way communication; Expensive
• Highly credible; Very believable; Often the most under used
PR
element in the promotional mix; Relatively inexpensive
• Strong purchase incentives, boosts sagging sales; Stimulates quick
response; Short-lived; Not effective at building long-term brand
Sales
Promotion preferences
• Four distinctive characteristics: Nonpublic, Immediate,
Customized, Interactive; Well-suited to highly-targeted marketing
Direct
Marketing efforts
22. Demand Forecasting for 5 years using Chain Ratio Method
Target Potenti 1st year 2nd year 3rd year 4th Year 5th Year
Market al Demand Demand Demand Demand( Demand(
Market (millions) (millions) (millions) millions) millions)
(millio
ns)
Car owners
Transport
companies
Automobile
Companies
Total
24. Income Statement for year 1st Year
Sales Revenue 4181.3
Cost of Goods Sold xxx
Gross Margin xxx
Content Development Cost xxx
Sales and Marketing Cost xxx
Administrative Cost xxx
Miscellaneous Costs xxx
Net Profit xx
• As per the observed industry trends, we expect an ROI of 10 -13 % in first 5
years of operation
• Our estimate is based on:
• First mover advantage in the Black box for Vehicles
• Existing strong distribution network of Tata Technologies
• Benefits to consumer
25. Translating customer requirements into a
working prototype
Mapping of desired customer attributes to
engineering attributes
Gain in flexibility to respond to new
information or to resolve uncertainties
26. A very cheap Microcontroller
Sensors like Pressure ,Temperature ,
Ultrasonic, Proximity.
Mobile SIM
27. 1. PRESSURE SENSOR SENSES THE SIGNAL THE VECHILE
IMMEDIATELY STOPS IDENTIFYING THE ACCIDENT HAS
OCCURRED TO THE VECHILE.
2. TEMPERATURE SENSOR MONITORING IS CARRIED FOR THE
VECHILE ENGINE.
STATES IF THE VEHICLE IS IN LANE OR OUT
OF LANE –THIS VALUE IS PRINTED ON THE DASH BOARD.
28. Final prototype models tested
Select a set of potential customers
Take feedback about the product
Consumer preferences w.r.t. competitor
products obtained by using methods:
1. Rank-order
2. Paired Comparison
3. Monadic Rating
29. Parameters to test market are:-
How many cities and which test cities:- 3 cities.
Goa(Highest number of Road Accidents per Lakh population)
Gangtok (Highest number of Road Accidents per 10,000
Vehicles)
Pune-Mumbai Expressway ( for checking Lane Detectors)
Length of test:- 15-30 days
Time of test- In the Nights and in the Morning 9-
Noon when the maximum accidents occur
* Data collected from Road Accidents in India 2011 report by Ministry of Road Transport and
Highways
30. A survey research on the test market is
conducted on a regular basis with data from
No. of avoided accidents
feedback from the car owners based on success
rates of dozing overcame
detailed feed back by the way of interviews
from the Drivers and Automobile companies
based on
Benefits and features
Ease of use and handling
Relevance
31. Based on the results changes in the channels
used, product tweaks etc can be made.
On a hypothetical basis based on the
convenience complaints received on handling
of the device specs the cover could be re-
designed to make it hardbound and fit on the
rear end of the car
32. Target Market Product Decision Promotion Promotion
Offerings Maker
Car owners Black Box Self and Family Road shows Endorsement by credible
and trustworthy
personalities
Transport Customized Drivers 1-2 free devices
companies Black Box for to big ticket Safety awareness
Big ticket Government parties on a campaigns
parties regulations
trial basis
Tie ups with NGOs
Tie ups with Driving
Schools
Automobile Customized Design Review in Tech
companies Black Box Engineers Gadget show
Dealers
Service Centres
33. Commercial launch during the start of the next
Parliamentary session when they take up the
discussion of this bill
The tie ups with Automobile companies when
they announce a hyped vehicle
34. The roll out will start with Delhi and other
Metros ,Maharashtra, Tamil Nadu, Madhya
Pradesh, Karnataka and Andhra Pradesh for
the below reasons
Most Accidents in the above mentioned locations
Population with higher disposable income
Market potential
Influence of these areas on other areas
Ease in reaching a larger audience
35. The different activities that would be necessary
are identified and are scheduled on a broad
basis
Preliminary activities
Talking through plans with Automobile companies
Few Complimentary devices to Transport companies
Advertise in News papers, TV, Social Media
Review in TECH gadget shows
37. Introduction of the concept at the F1 circuit
Buddha International Circuit
A trustworthy celebrity like Ratan Tata to
launch the device at the Delhi Auto Expo
Accredition by various bodies
38. Highest severity of Road Accidents in India
(State/UT-wise): 2008-2011
Highest number of Road Accidents
As the Government of India is planning to
make it mandatory for new trucks, cars to be
fitted with a black box, policy implementation
would be first at the Capital
High disposable incomes
Most number of on road vehicles in India- thus
making it an attractive market
