Introduction
Product design is the creation of
objects of utilitarian value to people. The Product Design involves an
understanding of materials, processes, ergonomics, human behaviour and systems.
The various product strategies are Product-Positioning, Product-Repositioning, Product-Overlap, Product
Scope, Product-Design, Product Elimination, New
Product, Diversification, Value-Marketing.
Discussion
Product Strategy
Core product – this is the end
benefit for the buyer and answers the question: What is the buyer really
buying? For example, the buyer of a car is buying a means of transport, the
buyer of an aspirin is buying pain relief and the buyer of financial advice is
hoping to buy financial security and peace of mind.
Formal product – this is the actual
physical or perceived characteristics of your product including its level of
quality, special features, styling, branding and packaging.
Augmented product – the support items
that complete your total product offering such as after-sales service,
warranty, delivery and installation.
Product Design
Innovation provides much of the
competitive impetus for the development of new products, with new technology
often requiring a new design interpretation. It only takes one manufacturer to
create a new product paradigm to force the rest of the industry to catch up - fuelling
further innovation. Products designed to benefit people of all ages and
abilities—without penalty to any group—accommodate our swelling aging
population by extending independence and supporting the changing physical and
sensory needs we all encounter as we grow older.
Conclusion
Product designers need to consider all
of the details: the ways people use and abuse objects, faulty products, errors
made in the design process, and the desirable ways in which people wish they
could use objects. Many new designs will fail and many won't even make it to market.
Some designs eventually become obsolete.
Choosing and implementing your product
positioning strategy is an important task. You need to determine your product’s
competitive advantages (i.e.: what sets it apart from its competitors) and then
based on this information, decide how to position your offering in the market.
Quality, features, design, branding, packaging, labelling and service all
affect the way your product is positioned.
Formal product – this is the actual physical or perceived characteristics of your product including its level of quality, special features, styling, branding and packaging.
Augmented product – the support items that complete your total product offering such as after-sales service, warranty, delivery and installation.
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