1.13 enterprise and marketing in the development of products

Customer identification

Need to know as much as possible about consumers

• Age

• Gender

• Disposable income

• Recreational interests

Can help in a design stages → aesthetics, costs, customer, environment, size, safety, function and materials

Market research can also help to why customers are buying the product

• Social and emotional needs

• Family needs

• Budget needs

• Brand preferences

Corporate identity

Branding used to preset the image of company to the public

Brand identity

Use of logos, colours, letter fonts and slogans to promote customer loyalty to a product

→ protected by trademarks

Packaging design

Integral part of brand identity

Labelling

→ slogans / offers to attract customer attention

→ informs customers of important information e.g. allergens / use by dates

→ age restrictions

→ choking hazards

→ BSI labelling or CE mark

Global marketing

Promoting final product or service worldwide

→ reach international markets → help to rapidly grow businesses

Diff strategies needed for diff regions and products → sensitive to cultures and religions

Advertising and promotion

Develop interest in products- many forms of media use:

• TV commercials

• Radio commercials

• Social media

• Magazines and newspapers

Social media and internet- more potential customers reached e.g. “cookies”

Emails w discounts

Viral marketing → process of passing a marketing message from one person to many others using social media

Product costing, calculation and profit

Direct costs → those associated directly with making a specific product

Indirect costs → those not specifically associated with making a specific product

Total direct material costs + total labour costs (total manufacturing overhead/ number of units made) = product cost per unit

Entrepreneurs

A person with initiative who invests capital in a project or idea

Designers normally collab with other designers in person or virtually