Title: Meeting Customer Needs
1Meeting Customer Needs
2Aims for today
- To appreciate the role and importance of design
in differentiation. - To understand how scientific principles can be
applied to research to help in the development of
new products.
3Design differentiation Some examples
- Sony Cyber Shot TX7 camera
- PlayStation Move Versus X Box Kinect
- Apple Ipad
4Design product differentiation
- Design is a significant factor in differentiating
products from competitors. - Dyson Hoover (first sold in Japan) was pink
soon became a cult item despite being expensive. - Task
- In pairs identify and explain three examples of
products that are differentiated by design.
5Examples of products differentiated by design
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9The Design Mix has 3 variables.
Design Mix The range of variables that
contribute to successful design
101. Function How the product works
Are the component parts study to withstand bumps
bashes?
How effective is the cyclone? Does it do what it
supposed to do?
Is it manoeuvrable?
Is the cylinder easy to empty?
112. Cost
- The cheaper the cost to design produce and
item, the better. - If businesses have lower production costs than
their competitors, they will have a competitive
advantage. - Do you think Dyson had lower production costs
than its competitors?
123. Appearance/aesthetics
- Vestalife Firefly iPod dock and speakers
13Task 2 Design Mix
- Create a design mix for an existing new or
innovative product.
14Scientific research
- Most new products today require scientific
research. - Using scientific research companies can devise
more economical, efficient ways of doing things.
E.g car production. - The Dyson Hoover was developed using SR and the
company spends a lot of money on RD to develop
prototypes.
15Research development (RD)
16Now a quick test p40
- 1. A manufacturer of freezers designs its latest
model with more insulation than other freezers on
the market. This results in it being the most
energy efficient freezer sold. This is an example
of - A appearance as part of the design mix
- B product trial
- C product differentiation
- D repeat purchase
- Answer C
17Question 2
- 2. Function in the design mix is about how
- A good a product looks
- B much it costs to produce
- C good is the brand image of the product
- D well a product works
- Answer D
18Question 3
- 3. A car manufacturing company has a large RD
department. RD stands for - A research and development
- B research and discovery
- C resources and development
- D resources and discovery
- Answer A
19Plenary Explain the keywords
- Design Mix
- Differentiation
- USP
- Scientific research
- RD
- Aesthetics