Meeting Customer Needs

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Meeting Customer Needs

• Unit 3
• Topic 3.2.1

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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.

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Design differentiation Some examples

• Sony Cyber Shot TX7 camera
• PlayStation Move Versus X Box Kinect
• Apple Ipad

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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.

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Examples of products differentiated by design
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The Design Mix has 3 variables.
Design Mix The range of variables that
contribute to successful design
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1. Function How the product works
Are the component parts study to withstand bumps
bashes?
How effective is the cyclone? Does it do what it
supposed to do?
Is it manoeuvrable?
Is the cylinder easy to empty?
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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?

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3. Appearance/aesthetics

• Vestalife Firefly iPod dock and speakers

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Task 2 Design Mix

• Create a design mix for an existing new or
  innovative product.

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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 RD to develop
  prototypes.

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Research development (RD)
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Now a quick test p40

• 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

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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

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Question 3

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

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Plenary Explain the keywords

• Design Mix
• Differentiation
• USP
• Scientific research
• RD
• Aesthetics