Enterprise and Marketing in the development of products

Question 1

Packaging

Answer 1

Design can’t be ignored in product marketing and branding

Many manufacturers use their packaging design as an integral part of brand identity

Apple - minimalist, clever packaging for its packaging

Coca-Cola - distinctive bottle shape which has changed very little

Question 2

Corporate identity

Answer 2

Means the branding used to present the image of a company to the public

Designers use a combination of colours, logos and typeset to create a brand and brand name

Brand identity is protected using registered trademarks

Question 3

Labelling

Answer 3

Can be used to promote the brand or to attract customer attention

Can also inform consumers about important information:

Nutritional information

Use-by dates

BSI Kitemark and CE indicate certification of safety standards

Question 4

Global marketing

Answer 4

The process of promoting a final product or service worldwide

Through this businesses can grow rapidly and be known across the world

Marketing strategies may differ depending on the country they are used in - due to languages, religious beliefs etc

Question 5

Social media

Answer 5

Potential customers across the world can be reached relatively easily and with low cost

Retargeted marketing - pop up adverts appear on a customer’s device using the data collected from cookies on their browsing history

Personalised video ads can be used often with images and text and a buy now button to direct customers to a checkout

Question 6

Direct costs

Answer 6

Direct labour (wages of people making the product)

Direct material costs (material used to make the product)

Direct consumable production supplies

Direct factory overheads (machine tools and equipment used to make the product)

Question 7

Indirect costs

Answer 7

Not specifically associated with making a particular product, but are involved with running the business as a whole

Administration

Security

Maintenance of equipment

Electricity and power

Question 8

Collaborative design

Answer 8

Working in a design team and sharing expertise, either face to face or virtually using video conferencing and other file-sharing platforms

Can be with designers in different countries and/or time zones

Designers with different skills and expertise can work together to create the best product

Creative and technical process covers more than a single person would be expected to have expertise in

Question 9

Viral marketing

Answer 9

When a consumer passes on a marketing message to their friends (usually via social media)

This creates a knock on effect in sales

Usually associated with social media marketing

Question 10

Functions of packaging

Answer 10

Preserve

Transport

Inform

Protect

Advertise