Product/ Service Design & Branding/promotions 1.3.1& 1.3.2

Question 1

What is a product?

Answer 1

Is anything that is capable of satisfying customer needs eg. Shoes

Question 2

What is the role of product design?

Answer 2

Good design contributes to a product usefulness as well as its looks.
Design goes right to the heart of the product.

Question 3

What 3 elements do products emphasise?

Answer 3

• Function
• Aesthetics
• Economic Manufacture

Question 4

Describe the overview of function

Answer 4

• The way a product works
• Does it do what it needs to do?
• Is the product reliable?
Eg stapler, battery

Question 5

What are the common features of products that successfully emphasise function in the design mix?

Answer 5

• More predictable and stable demand
• Longer product life cycle
• Lower promotional costs
• Build reputation for quality based on relatability
• Economic manufacture through EOS

Question 6

Describe the overview of aesthetics

Answer 6

• How the product appeals to the customer in terms of how it looks, feels etc
• Based on the subjective judgement of customer
• A popular way to differentiate a product
Eg small bags, jewellery

Question 7

What are the common features of products that successfully emphasise aesthetics in the design mix?

Answer 7

• High added value
• Demand fuelled by customer aspiration
• Potentially shorter product life cycle
• Attracts imitation = needs for design protection
• Need for greater promotional support

Question 8

Describe the overview of economic manufacture

Answer 8

• Does the design allow the product to be made and sold profitably?
• How much value is added during the production process?
Eg buying in bulk, limited stock

Question 9

Benefits of economic manufacture

Answer 9

• Could lead to increasing profit

* Could decrease the breakeven point

Question 10

Drawbacks of economic manufacture

Answer 10

• Could harm the reputation because customers may assume quality is lower as less cost are spent producing the products
• could mean business operates in more competitive mass markets

Question 11

Benefits of function

Answer 11

• Sustainable reputation
• Builds trust with customers
• Should lead to repeat purchases for loyal customers


Question 12

Drawbacks of function

Answer 12

• Purpose/problem solved may only suit certain target market needs
• Higher production costs
• May only encourage one time purchases rather than repeat business

Question 13

Benefits of aesthetics

Answer 13

• Builds customer attention
• Builds brand recognition
• Popular brands will mean free source of advertising
• Increase selling price through added value

Question 14

Drawbacks of aesthetics

Answer 14

• May have to spend on advertising to encourage more purchases in crowded markets
• May lead to less focus on important aspect of punctuality of product/service

Question 15

How does the design mix change to reflect social trends?

Answer 15

• Sustainability
• Waste minimisation i.e. paper bags
• Ethical sourcing i.e. fair trade

Question 16

What is corporate brands?

Answer 16

Refers to the practice of promoting the brand name of corporate entity, as opposed to specific products or services
Eg unilever

Question 17

What is own-label brands?

Answer 17

Example of corporate branding where retail outlets assign their corporate branding to a range of goods and services
Eg Tesco, Sainsburys basic

Question 18

What is global brand?

Answer 18

Easily recognised and operating worldwide. Based on familiarity, availability and stability
Eg ikea, McDonald’s

Question 19

What changes have there been in branding and promoting to reflect social trends?

Answer 19

1. Viral marketing
2. Social media
3. Emotional branding

Question 20

What is viral marketing?

Answer 20

Use of social media/websites to encourage the spread of promotional activities and increase brand awareness
• uses blogs and online forums

Question 21

What is social media?

Answer 21

The use of virtual communities to communicate with actual and potential customers

Question 22

What is emotional branding?

Answer 22

• building a brand that will directly tap into the consumer feelings, personal psychological needs and aspirations eg. Presents a feeling of belonging or success
• a brand sells a status or life style choice