Colored PencilCurran, David, Abriam, Mashari
DescriptionO Pencil shape corresponds to different
colorO Pencil is physically the same color as
it writesO Designed for use by toddlersO A coloring shape that is targeted for
children the ages between 8 months of age and 3. This toy helps children develop cognitive and motor skills and learn the basic shapes and colors in the world around them
WhyO Children learn basic shapes and
colorsO Parents want their children to learn
so they will buy the unique colored pencils
O The product will be a success because reason to buy is proven and success with children and colored pencils after customer purchase is proven.
Mission StatementProduct Description Colored pencils designed as shapes
Key Business Goals Product introduced in 4th quarter 2013;Goal: to sell 5 million pencils20% share of stationary market by 2017
Primary Market Toddlers
Secondary Market Collectors
Assumptions Recognizable shapes; writes in the color of the pencil/shape
Stakeholders User, retailer, sales force, production
Interview ResultsO Parents want children to have an
advantage over other children in school
O Parents want children to be advanced in their learning habits
O Specifically, parents like the colored pencils because they help children practice what they will be doing in school
Customer needsQuestion Customer Statement Interpreted NeedTypical uses I need a toy that helps my child learn about
the different colorsThe toy is colored to help children remember and identify colors
I want my child to develop their fine motor skills
The toy can be used to write to help develop fine motor skills
Like I like that the toy is non-toxic The toy prevents toxins from entering the child’s skin
I like how the toy is easy to hold and doesn’t fall out hand
The toy made from light material
I like how the toy can be dropped without breaking
The toy is durable
Dislikes The toy does not match the color of the marks
The toy matches the color of the marks
The toy is small enough to choke on The toy is a reasonable sixe to prevent choking
Suggested improvements A way to sharpen the toy would be nice It is able to sharpen with specialty sharpeners
I would like if you could erase the marks from the toy
The toy is able to be erased with a certain eraser
Hierarchy and Grouping
OPrimary needs:O The pencil is easily identified and used by children.O OSecondary needs:O The pencil is comfortable to hold and can be used easily:O The pencil fits the shape of a child's handO The pencil is easy to gripO The pencil is durable, made of good materialsO The pencil is not too long or too short for a child's handO The pencil has an eraserO The pencil is the right width for a child's handO The pencil writes clearlyO O The pencil is safeO The pencil is made of a nontoxic materialO The eraser is made of a nontoxic materialO The eraser does not come off/out of the pencil easilyO The pencil is not sharp enough to puncture skinO The lead is nontoxicO O The pencil is easy to identifyO The shape of the pencil is clearO The color of the pencil matches the color of the leadOO The pencil is easy to take care ofO The pencil fits into a standard sharpener/is easy to sharpenO The pencil lead does not break easily
Importance RatingRating:O Easy to Hold 4O Won’t choke on –safety 3O Easy to identify 5O Writes easily/clearly 4O Comfortable to hold 2O Easy to sharpen 1O Erasable 1O Durable 3O Non-toxic 2O Color matches pencil 4
Metrics
needs Metrics
Pencil is easy to hold/ comfortable to hold/easy to identify
Pencil has radius bigger than 1/8 and smaller than ¾ of an inch
Pencil will not be choked on Pencil is longer than 6 inches
Color of pencil matches color of writing Wavelength reflected from pencil and lead is no more than 50 nm different
Pencil writes clearly Lead is no smaller than .5 mm
Pencil is durable Pencil radius is no smaller than 1/4 of an inch
Pencil is non-toxic Materials contain no toxins harmful to humans
BenchmarkingOBrand: Crayola
OProducts: Colored pencils, markers,
OPrice range of products: about $1-$10
OTarget demographic: children
OCustomer satisfaction: positive; customers recognize the brand and its products
OBrand: staedtler
OProducts: many stationary items (pencils, erasers, colored pencils, etc)
OPrice range: about $1-$20
OTarget demographic: all ages
OCustomer satisfaction: positive; brand is known for its stationary products
Metrics and Rankings
Selection Criteria
AThe color of the pencil is the same as the graphite
BThe shape of the pencil written on pencil
C
List of things that are same shape as pencil
DThe Pencil comes with a case that each pencil fits in
EChange the size to 1/4” thick 4” long
FChange the size to 1/4” thick 7” long
G
Change the size to 1” thick 12” long
Ease of handling 0 0 0 + 0 0 0Ease of use 0 0 0 0 + + +Safe 0 0 0 0 0 0 0Identifiable + + + + 0 0 0Durability 0 0 0 0 0 0 0Ease of manufacture + 0 + - - - -
Sum +'s 2 1 2 2 1 1 1Sum 0's 4 5 4 3 4 4 4Sum -'s 0 0 0 1 1 1 1Net Score 2 1 2 1 0 0 0
Rank 1 4 1 4 11 11 11Continue? yes yes no no combine combine combine
Metrics and Rankings cont.
Selection Criteria
HChange the size to 1/2” thick 5.5” long
IRubber Grip
J
Rubber Body
KRubber rings periodically throughout pencil
LRemovable rubber grips different sizes
MRubber Body (durability)
N
make it out of Solid Composite wood
Ease of handling 0 + + - + 0 -
Ease of use + 0 0 +
- + +
Safe 0 0 0 0 0 0 0
Identifiable 0 0 - 0 0 0 0
Durability 0 0 0 0 - + +
Ease of manufacture - 0 - - - - +
Sum +'s 1 1 1 1 1 2 3
Sum 0's 4 4 3 3 2 3 2
Sum -'s 1 0 2 2 3 1 1
Net Score 0 1 -1 -1 -2 1 2
Rank 11 4 18 18 20 4 1
Continue? combine yes no no no no no
Final Concept Screening
Concepts
A B C D E F G
Solid Wood Body
Extended Base Pencil Case
Extra Large Pencil Grip Label
Describing Shape of Pencil
Pencil and Graphite Have the Same Color
Selection Criteria
Weight
Rating
Weighted
Rating
Weighted
Rating
Weighted Rating
Weighted Rating
Weighted Rating
Weighted Rating
Weighted
Score (%) Score Score Score Score Score Score
Safety 26% 3 20 3 20 4 21 4 22 2 11 2 13 5 24
Ease of use 21% 1 7 3 20 4 21 3 17 5 28 2 13 5 24
Identifiable 26% 2 13 1 7 5 26 4 22 3 17 4 27 5 24
Durability 16% 5 33 5 33 3 16 4 22 4 22 3 20 3 14
Ease of manufacture 11% 4 27 3 20 3 16 3 17 4 22 4 27 3 14
Total Score 15 15 19 18 18 15 21
Rank
Continue? yes no yes yes yes no yes
Final sketch