product development case study series part 2 c
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part 2 c of 7 part Case Study
1 Product development
Luxury brand Case Study
2
Notes
3
Luxury Brand
Business
Development
Case Study Part II C
4
Project Start
5
Project Start
6
Project Start
7
Project Start
8
Appoint Team
9
Project start
10
agreed project
start date as
defined by trigger
document
Project start
11
project team must
be in place and
fully operational
by this date
Project start
12
Project
development time
will be measured
from this date
Project start
13
Project start
14
Project start
15
Team building
16
Team building
17
Team building
18
Team building
19
Branding objective
20
orientation
21 Branding objective
category
immersion
22 Branding objective
market
place
immersion
23 Branding objective
24 Branding objective
Research
25 Branding objective
Brand Platform
Branding objective
26
Branding objective
Brand agency review
27
Branding objective
28
$225
000
Branding objective
29
30 Branding objective
opinion leaders
31
opinion leaders
32
opinion leaders
$
5
0,
0
0
0
33
Competitive patent screen
34
Competitive patent screen
35
Competitive patent screen
36
Competitive patent screen
37
38 Customer service plans
39 Customer service plans
will need to interface with
manufacturing, logistics, consumer
service, sales, and wholesalers to provide
the level of service and performance
required
40 Customer service plans
will also provide sale
support
41 Customer service plans
dedicated customer
service
Customer service plans
42
Customer service plans
43
Customer service plans
44
Customer service plans
quarterly customer service training
quarterly product training
shipment tracking
customers service access
45
relationship market ing
Customer service plans
$125 000
46
47 Competitive customer service
Consumer services plans
48
effectively dealing with consumer problems
49 Consumer services plans
making it
easy &
hassle free
for the
consumer
perform a database marketing and consumer promotion function
50 Consumer services plans
Consumer services plans
51
warranty
Consumer services plans
52
Consumer services plans
53
problem
solving
Consumer services plans
customer
satisfaction
follow-up
issue resolution
54
Consumer services plans
55
$75,000
Consumer services plans
56
57 Competitive consumer service
due to the dynamics of the channels
required for success this role will require
a detail plan by channel and consistent
management of the process. customers will
expect nothing less than flawless execution
of our promotions.
Channel program
58
training(national sales meeting)
catalogs
support materials
events
premiums
sales samples
upscale promotions
customer presentations
channel blitz
trade shows
regional shows
builder nights
merchandisers
on-line
59 Channel program
Launch Requirements
Cat
ego
rie
s
Kw
ikse
t
Sch
lage
Bal
dw
in
Pe
rio
d
Bra
ss
Jad
o
Om
nia
Ro
cky
Mo
un
tain
Emte
k
Wholesale
Showroom
Architects
Designers
Retail
60 Competitive channel
requires three levels: architect / designers,
wholesale and showroom. to meet these goals
the management of three individual sales
groups will be required. strong requirement of
integration and coordination of efforts for a
successful operation.
Sales program
61
62 Competitive sales
63 Sales objective
develop
sales
plan
64 Sales situational analysis
65 Sales situational analysis
competitive
review
66 Sales situational analysis
market
opportunities
67 Sales situational analysis
68 Sales situational analysis
sales
structure
69 Sales situational analysis
Target
Customers
70 Sales situational analysis
commercialization
71 Showroom Research
72 Showroom Research
determine
73 Key findings
showrooms / distribution lack
regional market programs
74 Key findings
75 Key findings
76 Key findings
77 sales plan
build preferred partnerships
with sales partners
aggressive marketing programs
designed to
capture market
share and
create
incremental
business
78 sales plan
79 sales plan
80 sales plan
81 sales plan
82 sales plan
83 sales plan
invest in those businesses to enhance the partnership
limit distribution
create showroom
relationship program
to make the transition
from one step of the
home building process
to another, seamless
for the consumer
84 sales plan
sales plan
–
85
Archi tects
show case
homes
sales plan
86
events
sales plan
87
architect plan
88
architect plan
89
architect plan
project cost:
$60,000
90
Advertising plan
91
advertising will play a larger role during the introduction, to
create awareness with a focus on image and benefits
utilize media that are most suited to communicate product benefits to
the target group
advertising development plan (creative strategy)
Advertising plan
92
objective
target audience
key consumer benefit
reason to believe
tone and manner
initial creative brief should be
simple, a much more
comprehensive version will be
required later in the process
93 Competitive advertising
Promotion plan
94
packaging and merchandising are critical to generating sales
in-store sales force promotions will play a major role in delivering the message
Promotion plan
95
price oriented promotions are to be
avoided
Promotion plan
96
this type of promotion will provide greater
impact for the investment
incentives to drive home packages and excite sales to drive the product
97 Competitive promotions
will play a major role in the marketing mix, since the latest trends in home decorations are newsworthy for the trade press, home remodeling media and the general consumer
Public relations plan
98
Public relations plan
99
Public relations plan
100
if you’re not the lead dog, the view never changes
101 Competitive public relations
Merchandising plan
102
Merchandising plan
103
Merchandising plan
104
merchandising must have
appealing graphics and
structural design with which
the target group will identify
and associate benefits
Merchandising plan
105
106 Competitive merchandising
Online plan
107
108 Competitive online
for showrooms packaging is not on display, but must present an image and after purchase confirmation that the customer made the correct decision
Packaging plan
109
Packaging plan
110
must have an
innovative
structural design
with appealing
graphics
with which
the target
group will
identify and
associate benefits
Packaging plan
111
graphic design should be upscale, classic with current trends in mind
112 Competitive packaging
Pricing plan
113
Pricing plan
114
Pricing plan
115
competition will
continue to increase during the
next few years
logistics, R&D, design and establishing a power brand will be important in maintaining pricing and margins
Pricing plan
116
117 Competitive pricing
competitor Product Review
118
competitor Product Review
119
competitor Product Review
120
competitor quality Review
121
review of all
relevant
competitive
products to
fully
understand
actual and
potential
strengths and
weaknesses
Quality plan
122
Quality plan
123
124 Competitive quality
Competitive engineering testing
125
126 Competitive engineering testing
127 Competitive engineering testing
128 Competitive engineering testing
Service design input
129
Service design input
130
Service design input
131
Service design input
132
Technical feasibility
133
Technical feasibility
134
Technical feasibility
135
Technical feasibility
136
Preliminary research
137
Preliminary research
138
Preliminary research
139
Preliminary research
140
product plays a pivotal
role, from which all else
is derived
Product plan
141
142 Product plan
143 Product plan
144 Initial Product collections
tuscan
craftsman
french chateau
145 Second generation Product collections
english bronze
victorian
colonial
farmhouse
Mediterranean
french country
146 Product functional profile
147 Product plan
renderings (sla if available), branding, finishes
Design Research Plan
148
scope
step 1:
architects: so. california, seattle, dallas, bay area, chicago,
boston
builders: lennar, toll brothers, david weekley
channel: alk contractor supply, clark and barlow
contract builders supply, seattle lighting
showroom: berg, locks northwest, albany hardware, specialty
hardware: bc, west end west
Design Research Plan
149
st
ep
2
Design Research Plan
150
151 Design Research Plan
finishes
152 Design Research Plan
industrial design
$1
5,0
00
153
Industrial design renderings
154
Industrial design renderings
155
Industrial design renderings
156
Industrial design renderings
157
158 Industrial design renderings
Luxury Brand
Business
Development
Case Study Part II C
159
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