Setting Product Strategy

Why is product des ign impor tant and what fac tors af fec t good des ign?

Presentation byDivyasree P K

IIT Madras

Design it not just what it looks like and feels like. Design is how it works - Steve Jobs

obvious

--

Design

Matters

KeyDifferentiator in Brand Positioning

DESIGN MIXD

es

ign

in Form

FeaturesPerformance

De

sig

n i

nPerformanceConformanceDurabilityReliabilityRepairabilityStyle

Style

Repairability

Different designmixes can be successful

Depending on the company and its strategy

Design must evolve with time

Else risk being obsoleteElse risk being obsolete

DESIGNFactors Affecting

•1 •2 •3 •4 •5 •6•1Function

•2User

•3Cost

•4Production

•5Company

•6Aesthetics

•7Fashion

•8Culture

•9Ergonomics

•10Materials

•11Environment

Design varies with functionality

Design varies with the target customer

Tooth powder in sturdy containers, a deviation from toothpaste in plastic tubes, were intended for the

rural market

Design varies with the price that customers are willing to pay for the product

Ferrari Swift Dzire

Continuous production

Design varies with the mode of production

Batch production

Single piece

Design reflects the image of the company

APPLE Inc.

Think different

Emphasis on style and aesthetics cause variation in design

Design varies with fashion

Design varies with culture

Rural markets in India

Averse to black colorRejoice yellow and red, colors of festivity

Design varies with emphasis on ergonomics

Concern for environment causes a variation in design

Classmate notebooks use recycled paper