1.27 Enterprise and Marketing in the Development of Products Flashcards
(12 cards)
Customer identification
- Knowing your target market and/or target user can help massively in the success of a product
- Market research helps to find out crucial background information such as age, gender, disposable income, residential location, and recreational interest, which all impact on the product design and outcome
- Market research can also identify why customers are motivated to buy certain products, such as social and emotional needs, family needs, budget pressures, brand preferences
Example:
Adult sci-fi enthusiasts may be more likely to buy products with a space-age or sc-fi theme
Labelling
Labelling refers to the information placed on a product’s packaging that helps customers understand what the product is, how to use it, and why they might want to buy it. It plays a key role in marketing, branding, and legal compliance.
Main Purposes of Labelling:
Informing the Customer- Tells what the product is, how to use it, ingredients, size, safety info, etc.
Promoting the Product- Uses branding, logos, and slogans to make the product attractive.
Building Brand Identity- Helps customers recognize the brand through design, colours, and fonts.
Legal Compliance- Includes required info like nutritional facts, warnings, barcodes, batch numbers, etc.
Persuading Buyers- Uses words and visuals to highlight benefits, like “eco-friendly”, “organic”, or “best seller”.
the BSI kitemark or the CE mark to indicate that a product meets basic
safety standards for sale in Europe
Packaging
Packaging is the physical container or wrapping of a product. It’s used to protect the product, promote the brand, and attract customers. In enterprise and marketing, packaging plays a major role in how a product is seen, sold, and experienced.
Main Purposes of Packaging:
- Protection: Keeps the product safe from damage, dirt, or tampering.
- Presentation: Makes the product look appealing and professional.
- Promotion: Shows off the brand’s style, logo, and message.
- Information: Includes details like product name, features, instructions, barcode, etc.
- Differentiation: Helps it stand out from competitors on the shelf or online.
eg. Apple Packaging
Apple is famous for its minimalist, high-quality packaging withWhite boxes, smooth surfaces, and simple images give a premium feel.
Brand identity: The Apple logo and sleek design show that it’s a high-tech, stylish brand.
Corporate identity
Corporate identity means the branding used to present the image of a company to the public
- Designers use colour or combinations of colours, logos, and typeset (letter fonts) to create and brand name
- Customers will often return to a brand they like or have had a good experience with
- Manufacturers protect their brand identity using registered trademarks, this prevents rival companies copying their logos, colour schemes and specific letter font style
Example:
If a consumer bought a pair of trainers that were uncomfortable, they would be less liekly try that brand again.
Global marketing
Global marketing means the process of promoting a final product or service worldwide
- By reaching international markets, a business can grow rapidly and be known across the world
- Marketing strategies may differ from country to country, depending on cultural differences and designers must be aware of religious and cultural beliefs in different countries
- The language of slogans must also be used with care so that the message does not mistranslate and inadvertently cause offence
Example
Large fast-food chains have different menus that are suitable for use in different countries
Advertising and promotion
Advertising is a paid message used to reach a large audience. It aims to inform, remind, or persuade customers to buy a product or services
-Long-term strategy
Uses media like:
TV
Radio
Social media
Websites
Newspapers
Builds brand image and awareness
Example:
Coca-Cola runs a TV advert showing people enjoying a Coke on a sunny day — this makes the brand feel fun and refreshing.
Promotion refers to short-term offers or incentives to encourage people to buy now.
Short-term strategy
Includes:
- Discounts or sales
- Buy one, get one free (BOGOF)
- Free samples
- Loyalty cards
Aims to boost sales quickly
These are crucial in serval stages of the life cycle of a product
Examples of forms of advertising
- TV commercials
- Radio commercials
- Magazines advertisements and articles
- Internet pop-up adverts
- Billboards
- Social media
- In-store demonstrations
Social media
- Potential customers across the world can be reached relatively easily and with low cost
- Retargeted marketing uses the data collected from cookies on a customer’s browsing history to introduce pop-up adverts the next time they log in; the pop-ups will be linked to items they were browsing
- Personalised video ads are also used, often with images and campaign text and a ‘buy now’ button to direct customers to a ‘checkout’
- Social media also has the advantage of ‘viral marketing’, where a customer passes a marketing message to their friends. If this leads to a large number of recipients who pass on the marketing message, that message ‘goes viral’.
Direct costs
- Direct labour (wages of people making the product)
- Direct material costs (materials used to make the product)
- Direct consumable production supplies
- Direct factory overheads (machine tools and equipment used to make the product)
Indirect costs
These are not specifically associated with making a particular product but are involved with running a business as a whole, such as:
- Administration (personal, hardware, and stationary)
- Security
- Maintenance and depreciation of equipment
- Electricity and power
Entrepreneurs
- Entrepreneurs commonly work with designers and engineers to turn their ideas into reality
- Occasionally, Entrepreneurs will have the skills to invent and design their own products, e.g. James Dyson who created the Dyson range of products
Collaborate work
- This is usually carried out by designers in the industry
- Collaborate design work involves working in a design team, either face to face or virtually using video conferencing and other file-sharing platforms
- It can include working with people in different countries and/or time zones
- Collaborate design means that designers with different skills and expertise can work together to create the best product
- The creative and technical process is spread and covers more than a single person would be expected to have expertise in
