ws2

1. Industry Studies 1
Make, Take and Sell Challenge:
Developing a product that
would appeal to consumers
Topic Number: 2

2. Making a
product
that
resonates
with
consumer

3. Making something that is absolutely resonates
with your target audience
Our DNA is as a consumer
company – for that individual
customers who’s voting
thumbs up or thumbs down.
That’s who we think about. And
we think that our job is to take
responsibility for the complete
user experience. And if it’s not
up to par, its our fault, plain
and simply.
Steve Jobs

4. But its easier said than done!

5. Your task is to come up with a sustainable
product; something that will help consumers with
a big need
“You must be crazy to think of selling
cell phones to poor, illiterate women
in the villages…They cant afford a
phone, they wont know how to dial a
number…the whole idea is insane!
...Yet research has found that the
Grameen telephone ladies have
emerged as a major force for social,
economic and technological
transformation in
Bangladesh…helping to discover
opportunities formerly reserved for
the highly educated” Muhammad
Yunus (2008:191)

6. How does Nike create new products?
View video: http://player.vimeo.com/video/83266893?byline=0&portrait=0&title=0

7. So how do you know and anticipate the big
issues that your consumer product is going to
solve? Start with the consumer and there
issues..

8. Understand the market dynamics within your
chosen country
Untapped
consumer
need
Infrastructu
re to deliver
solution
Commercial
Viability
PEST
Consumer
appetite

9. An Example from Nokia
• Developing economy people
required a cost effective
phone that would meet their
needs
• Nokia develops the 1100 and
sells over 250 million
handsets; making this the
most popular phone in the
world
• Key features include:
• Flashlight
• Multiple languages
• Durability i.e. dustproof
• Easy games
• Useful features e.g.
calculator
Consider the type of social
problems this phone solved

10. Be purposeful and have a clear vision

11. Ask yourself why?

12. You must think BIG
View Video: http://www.ted.com/talks/tim_brown_urges_designers_to_think_big#t-
78481

13. Going
beyond the
product:
Customer
Experience

14. In the words of Bruce Springsteen…
Sustaining an audience is
hard…it demands a
consistency of thought, of
purpose, and of action over
a long period of time.

15. Consider what are the elements that make up
customer experience
Service Ambience Staff
Product Journey Resolving
issues

16. Designing Total Customer Experience Considers
How can your business add
incremental value for customers?
Rewards & Offers
How does your business’ service delivery create
an exceptional experience?
What does your business deliver to meet a customers
needs that create loyalty & value?
What does your company stand for/perceived by customers that create
loyalty & value?

17. You need consistency, consistency, consistency
Customer Journey Consistency
Emotional Consistency
Communication Consistency
Source: McKinsey, 2014

18. Customer Journey Consistency
Consider why you like these retailers?
Consider the consistency with which they deliver each
and every aspect of their customer experience
Source: McKinsey, 2014

19. Emotional Consistency
“What is also striking is how valuable the
consistency-driven emotional connection is for
customer loyalty.” McKinsey, 2014
A brand I
feel close
to
A brand
that I can
trust
Consider how you plan on driving an emotional
connection with your customer base…
Source: McKinsey, 2014

20. Communication Consistency
A company’s brand is driven by more than the combination of
promises made and promises kept. What’s also critical is
ensuring customers recognize the delivery of those promises,
which requires proactively shaping communications and key
messages that consistently highlight delivery as well as
themes.
View video: https://www.youtube.com/watch?v=A9xuyB5mWdA

21. Putting
your ideas
to the test

22. A case of new coke…
What went wrong?

23. The importance of market testing
View video: http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce

24. Consider your research approach
Breadth
Depth
Qualitative
Quantitative

25. End of Workshop
Note: This recording is for your
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distribution or wider review.
© Pearson College 2013