Marketing mix and strategy:Product/service design

consumer durables

goods that can be used repreatedly over a period of time

design mix

the range of feature that are important when designing a product

ergonomics

the study of how people interact with their environment and equipment of what they use

ethical sourcing

using materials, components and services from suppliers that respect the environment and treat their workforce well

product design

process of creating a new product or service

resource depletion

using up natural resources

waste minimisation

reducing the quanitiy of natural resources discarded in the production process

3 elements of design mix

• function

• cost

• aesthetics

function in the design mix

• fit for the intended purpose

• convenient and easy to use

• designed so maintenance can be performed

• ergonomic

• used as USP

• safe to use

• Product/service design

• the function determines how well the consumer’s wants are met

aesthetics in the design mix

• stimulate the senses

• consider size, appearance, shape, smell and presentation

• The aesthetics attract customer and contribute to brand loyalty by generating word of mouth recommendations

cost

• cost of production must be minimised

• directly affects the price of a product

elements the design mix should consider

• waste minimisation

• reuse

• recycling

waste minimisation

• products that use lots of energy and resources should be durable

• designed to be smaller and lighter

• discourage single use products

reuse

• encourage reuse of packaging

• produce reusable packaging

• using easily reused components

recycling

• adapting production methods to using recycled materials

• specialising in the sole use of recycled products

• using waste discarded by other businesses

advantages of adapting product design to changes in social trends

• lower costs and higher profits

• products are more popular so sell in larger quanities

• can be used as a usp

• viewed as good corporate citezins

disadvantages of adapting product design to changes in social trends

• expensive

• social changes are everchanging

• does not garantee more sales

• not everyone cares about social trends

ethical sourcing

using materials and components that respect the environment, treat their workforce well and trade with integrity