1.9 Product Service Design

Question 1

Marketing mix

Answer 1

The marketing mix (4Ps of marketing) provides a framework for businesses to create and implement successful marketing strategies
. By understanding and manipulating the marketing mix, businesses can differentiate themselves from competitors
-> A marketing mix is an essential tool for any company looking to maximize its marketing impact and achieve long-term success

Question 2

The 4ps

Answer 2

The 4Ps represent the key elements of a marketing strategy: product, price, place, and promotion
-> These four components work together to satisfy the needs and want of a target market while achieving the company’s objectives

Question 3

Promotion

Answer 3

. Sales promotion
. Advertising
. Public relations
. Direct marketing

Question 4

Place

Answer 4

. Channels
. Market coverage
. Assortment
. Location
. Inventory
. Transport

Question 5

Price

Answer 5

. Price strategy
. Pricing
. Allowances
. Discounts
. Payment terms

Question 6

Product

Answer 6

. Features
. Quality
. Branding
. Packaging
. Services
. Warranties

Question 7

Balancing elect of design mix

Answer 7

Balancing the elements of function, aesthetics, and cost, helps the product design to be both functional and attractive, while also being cost-effective for both the manufacturer and the consumer

Question 8

Balancing elect of design mix -> balancing all three elements

Answer 8

Some manufacturers aim to balance all three elements e.g. Fentimans ginger beer is relatively affordable and is packaged in eye catching bottles and the product itself is very good quality

Question 9

Balancing elect of design mix -> focus on one aspect

Answer 9

Other manufacturers may focus on one aspect, more than the others e.g. Asda own brand of ginger beer is produced at the lowest possible cost and sold to consumers at a very low price

Question 10

Function

Answer 10

. The function of a product refers to its intended purpose and the specific tasks it is designed to perform
-> A product’s function is the most important aspect of its design because it determines how well the product will meet the needs of its intended users
E.g. A multi-plug adaptor that breaks after one month of use will be seen by customers to fulfil its function

Question 11

Aesthetics

Answer 11

. Aesthetics refers to the product’s visual and sensory appeal, including its form, shape, colour, and texture
-> Aesthetics play an important role in attracting customers, creating brand loyalty, and generating word of mouth recommendations
E.g. Apple products are well known for their pleasing looks and use of quality materials

Question 12

Cost

Answer 12

. The cost of production must be considered when designing a product, as it directly affects the price point at which it can be sold
-> A well-designed product should balance cost and value, ensuring that customers perceive the product as valuable enough to justify its cost while still maintaining profitability for the manufacturer
E.g. Asda own brand of ginger beer is very cheap to produce and is sold at a very low price

Question 13

Changes in the design mix to reflect social trends

Answer 13

. Social trends refer to changes in attitudes, behaviours and lifestyles of people
. Changes to any of these require companies to adapt their products to remain relevant to their customers
-> Social trends can significantly impact the product design mix, especially about concerns over resource depletion (Resource depletion is the consumption of a resource faster than it can be replenished ) and ethical sourcing

Question 14

Two Current Changes in Social Trends Which Require Adaptation to the Design Mix -> concerns about resource depletion

Answer 14

. Customers are becoming increasingly aware of the need to conserve natural resources and reduce waste
. The product design mix may change to reflect waste minimisation, re-use, and recycling
. Companies may choose to design products that use fewer materials, are more durable, and can be easily disassembled for recycling or repair
-> E.g. In October 2020, Superdry announced that all of their jackets would use recycled polyester in their lining (made from plastic bottles) as opposed to new polyester

Question 15

Two Current Changes in Social Trends Which Require Adaptation to the Design Mix: concerns about ethical sourcing

Answer 15

. Ethical sourcing means that products are produced without exploitation of workers or environmental damage
. Companies may change their product design mix to incorporate sustainable materials and production processes
-> E.g. Tony’s Chocolonely is committed to producing chocolate that is made from cocoa farmed with 100% slave free (or child) labour

Question 16

Benefits of adapting product design to changes in social trends

Answer 16

—> minimising waste: using less materials you will reduce the cost of production
—>design for re-use: USP (trend)
—> following social changes: more customers hence you will have an increased market share.
—>Corporate Social Responsibility (CSR) —> positive impact on customers