1.3 Marketing mix and strategy - sections
1.3.1 Product/service design
1.3.2 Branding and promotion
1.3.3 Pricing strategies
1.3.4 Distribution
1.3.5 Marketing strategy
1.3.1 Product/service design - syllabus
Candidates should be able to:
• Assess the design mix in terms of
function, aesthetics and cost
• Explain how changes in the elements of
the design mix reflect social trends
(concern over resource depletion:
designing for waste minimisation, re-use
and recycling; ethical sourcing).
Design
What does “good design” mean?
Good design adds value e.g. who created
5,127 prototypes of his first _____________
before he was satisfied?
He now has global sales of £6 billion and
profits of £800 million a year
What is product design?
The design mix
The design mix consists of three key factors:
Sometimes all three factors are equal, other
times one factor will matter more.
Changes in the design mix must reflect social trends
What social trends are changing?
Colgate-Palmolive example
In 2014, Colgate-Palmolive announced that
by 2020 they would switch to using what?
What might be the negative impact of this?
What are the positive benefits?
Ethical sourcing – definition
What does “ethical sourcing” mean?
E.g.
Ethical Sourcing Forum
The Ethical Sourcing Forum (ESF) reports
on ethical issues. In 2014 they published a
report on Bangladesh (following the Rana
Plaza industrial disaster in 2013 when 1,130
garment workers were crushed to death).
For Western retailers where, and how,
goods are made has become more
important (but is it ethics or just PR?).
Design and ethical sourcing
Designers may have no idea how (or where)
their products are made. E.g.
Do customers care if products are ethically
sourced?
Firms may use ethical sourcing for some of
their products but not all e.g.
What are the benefits of adapting product design to
meet changes in social trends?