Marketing Internship under Prof. Sameer Mathur,IIM Lucknow

2. • IDEO is an international design and consultingfirm originally founded in Palo Alto
California, in 1991.
• The company has locations in 9 major cities like London, New York, Munich, Shanghai
across the world.
•The firm employs over 600 people & has worked on projects in the consumer food and
beverage, retail, computer, medical, educational, furniture, toy, office, and automotive
industries.

3. s
4Cs of Branding
Inspiredby 4Ps of Marketing
Product
Price
Place
Promotion
PerceivedView
PortrayedView

4. sHuman-centereddesign process
Brand positioning through empathy
towards its consumers.
Awards in product design endorse
their methods and also advertise their
success
Attracts
• Design Students
• Entrepreneurs
• Industry Professionals
• Prospective employees
• Public

5. s
 Express their proposition
consistently.
 Helps them to understand
the customer purchase
behaviour
 Helps to make their products
or services less substitutable
Perceived value

6. s
 11 locations all over the world
 Expanding its services for better business also
provides convenience to its existing and prospective
customers.
 Open new offices in hometowns of home-sick
employees who want to stay with IDEO- High
employee satisfaction

7. sOnline Presence
Twitter
Facebook
Youtube
Vimeo
Instagram
Brand Architecture
OpenIDEO.com
Tenfacesofinnovation.com
Designthinkingforeducators.com
Ideotoylab.com

8. Marketing Research Process
Define the
problem and
research
objectives
Developthe
researchplan
Collectthe
information
Analyze the
information
Presentthe
findings
Make the decision

9. IDEO’s Marketing Research Process
 

10. IDEO’s Design Thinking

11. SWOT Analysis
S
Strengths
• Innovative, creativeand
designing with the future in
mind.
• Skilled Workforce.
• Experienced business units
•Reduced labor costs.
W
Weaknesses
• Future profitability
• Investment in research and
development.
• Tax structure
•Hiring wrong people
T
Threats
• Increasing costs.
•Growing competition and
lower profitability
• Government regulation
•Cash flow.
O
Opportunities
• Could be a leader in developing
both softwareand business
approaches.
• IDEO could facilitate and
promotesystems and methods
for scientists.
• Global markets
• New productsand services

12. Portable heart defibrillator
Working with Heartstream, IDEO tested the effectiveness of alternative defibrillator
configurations with different users to help develop a highly mobile and easy-to-operate
product.
Heartstream systematicallyrefined the concept with the goal of making their
defibrillators affordable, transportable, and as ubiquitous as fire extinguishers.

13. Hospitable new service
Lufthansaand IDEO redesign the long-haul travel experience. It was this process of
prototyping that played a vital role within the Lufthansa organization. Executives
witnessed first-hand how big an impact the new service would have across the
organization, which includes 18,000 flight attendants.

14. One device for all
Designing a revolutionary new voting system for the people of Los Angeles.
To revamp its antiquated voting system that dates back to the 1960s, L.A. County hired
IDEO to build its next-generation replacement, a modular system that could adapt over
time.
And just as importantly, one that
would be designed, developed and
owned by the county.

15. Food movement in china
Launching a New Venture that Brings Real Food from Seed to Table.
Two siblings, Harn and Anmao Sun, set out on an ambitious venture: to create a trusted
source of food in China and, by setting an example, to instigate a movement around
conscious farming practices.
The American-born entrepreneurs launched Hunter Gatherer, a restaurant and retail
food space built around a transparent supply chain, from farm to table to grocery
shelves

19.  Introduction
 Brand Anlaysis
 MarketingResearch Processs
 Product Innovation
 Why has IDEO been so succesful?