Meeting Customer Needs Unit 3 Topic 3 2

Meeting Customer Needs Unit 3 Topic 3. 2. 1

Aims 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.

Design & differentiation: Some examples • Sony Cyber Shot TX 7 camera • Play. Station Move Versus X Box Kinect • Apple Ipad

Design & 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.

Examples of products differentiated by design

The Design Mix has: 3 variables. Function Appearance Cost Design Mix: The range of variables that contribute to successful design

1. Function: How the product works How effective is the cyclone? Does it do what it supposed to do? Are the component parts study to withstand bumps & bashes? Is it manoeuvrable? Is the cylinder easy to empty?

2. 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?

3. Appearance/aesthetics Vestalife Firefly i. Pod dock and speakers

Task 2: Design Mix • Create a design mix for an existing new or innovative product. Function Appeara nce Cost

Scientific 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 R&D to develop prototypes.

Research & development (R&D)

Now a quick test… p 40 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

Question 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

Question 3 • 3. A car manufacturing company has a large R&D department. R&D stands for • A research and development • B research and discovery • C resources and development • D resources and discovery • Answer A

Plenary: Explain the keywords • • • Design Mix Differentiation USP Scientific research R&D Aesthetics