1.13-Enterprise and marketing in the development of products Flashcards
Why is customer identification (e.g. market research) important
- knowing your target market/user can help massively in the success of the product
- market research finds out background info e.g. age, gender, residential location, which all impact on the product design
- market research identifies why custmers are motivated to buy certain products suchh as social/emotional/family needs brand preferences
Examples of customer identification
- adult sci fi enthusiasts more likely to buy product with sci fi theme
- customers who live in contemporary small apartments may require multi functional furniture items
- people have brand preferences e.g. sauces for food so they will trust/mistrust brands for reasons beyond a designer’s control
- budget aware customers may choose to do shopping at discount supermarkets- giving them more disposable income to spend om other areas
Why is labelling important
- it can be used to promote the brand/attract customer attention
- also inform customers about important information e.g. nutritional info on food packaging, use by dates, BSI kitemark
Why is packaging important
- integral in brand identity
- e.g. Apple who had minimalist, clever packaging for its brand identity
- Coca cola uses its distincitve bottle shape, which has changed over the years
What is corporate identity and why is it important
- the branding used to present the image of a company to the public
- designers use colour or combinations of colurs, logos and typset to create a ‘brand’ e.g. puma
- customers will return to a brand they like/have good experience with
- manufacturers protect brand identity using registered trademarks to prevent rival companies copying logos. colour schemes and specific letter font styles
What is global marketing and why is it important
this is the process of promoting a final product or service worldwide
- by reaching international markets, a business can grow rapidly
- marketing strategies may differ from country to country, depending on cultural differences. Designers must be aware of relgious/cultural beliefs
- language of slogans must be used with care so message does not mistranslate and inadverntently cause effect
Examples of implementing design for global marketing
- large fast food chains have different food menus suitable for use in different countries. These companies focus on marketing foods that are popular in a particular country and promote different foods in other countries
- a country developing packaging for a floral air freshners would jabe to be careful what flower image to use e.g. white flowers seen as pure and healthy in some cultures but others they signify sickness or death
Advertising- stages of the life cycle of a product- 1) product introduction
marketing departments use a wide range of media to advertise their products to create invest and demand
Advertising- stages of the life cycle of a product- 2) product growth
marketing departments use magazine articles and online platforms to promote the features of their product and its advantages over those of their competitors
Advertising- stages of the life cycle of a product- 3) product decline
a product series may be produced for a short time before a new model comes out e.g. games consoles, motor vehicles, mobile phones. The other two stages are used e.g. a motor car may be advertised in a specialist motor magazine and distributed to existing customers
Examples of forms of advertising
- TV commercials
- radio commercials
- magazine articles
- billboards
- social media
- internet pop up adverts
How can social media be used to advertise and promote a produt
- use of social media has transformed how products are advertised
- potential customers across the world can be reached relatvively easily and with low cost
- retargeted marketing uses data collected from cookies on browsing history to introduce pop up ads the next time they log in
- personalised video ads used, often with a buy now button
- advantage of virtual marketing where a customer passes a marketing message to their friends. If this leads to a large numer of recipients, the message goes viral
Examples of direct costs
- direct labour (wages of people making product)
- direct material costs
- direct consumable production supplies
- direct factory overheads (machine tools/equipment)
Examples of indirect costs
Involved with running a business as a whole
- administration
- security
- maintenance and depreciation of equipment
- electricity and power
Why are entrepreneurs used in design
Entrepreneur- person who demonstrates initiative and insists capital into an idea by setting up a business, project
- turn ideas into reality
- ocassionally they have skills to invent and design their own project e.g. Sir James Dyson who creates Dyson range
