DESIGN IN THE CONTEXT OF MARKETING, BRAND, INNOVATION

Question 1

DEVELOPING A MARKETING STRATEGY

Answer 1

1. CONSUMER ANALYSIS: segmenting target markets + customers depending on their needs
2. MARKET ANALYSIS: review market size, trends, competitors 3.COMPETITIVE ANALYSIS: review competition, your differentiation 4.DISTRIBUTION: review networks/ channels through which to access target market
   5.DEVELOPMENT OF MARKETING MIX: develop action-based plan (“the 4 Ps”: product, place, promotion, price)

Question 2

THREE TYPES OF INNOVATION

Answer 2

1.INCREMENTAL INNOVATION: exploits existing forms/ technologies -> small changes/ improvements based on established knowledge

2.MODULAR INNOVATION: within one or more components of a system (only slight changes)

RADICAL 3.INNOVATION: create something new, departs from existing knowledge

Question 3

THE FOUR POWERS OF DESIGN

Answer 3

1.DESIGN AS DIFFERENTIATOR
2.DESIGN AS INTEGRATOR
3.DESIGN AS TRANSFORMER
4.DESIGN AS GOOD BUSINESS