This section looks at how designers work with entrepreneurs, and sales and marketing teams, and use research and customer information in developing products and packaging.

It will also discuss how manufacturers promote their products in a global market.

Although it is no longer referenced in the specification we will also look at technology push and market pull as this can help to understand the reasons that new products are developed.

These two factors can also be used to market products to customers by targeting customer needs and wants.

Customer identification

Market research is used to identify customers. Designers developing products

need to know as much as possible about the customer for their products. Key characteristics include:

• age

• gender

• disposable income

• residential location

• recreational interests

Once these are identified, a designer can then use information on trends and styles along with the needs, wants and values of these groups to design products that are targeted specifically at them.

For example, a designer of deodorants might use colours such as black and silver to target males but softer pastel colours to target a female market.

Product manufacturers need to address the basic needs, but they also go further to address our wants; we need food, but we want tasty and attractive fast food.

Product manufacturers also play on the higher-level needs giving us products like iPhones so we can fit into our social groups and computers and other gadgets where we can express ourselves through design, music, photography etc. via social media. They even develop apps to help us to date and find love online.

Simply put, there are things that we need and there are things that we want.

It is the latter of the two that product manufacturers often capitalize on in order to sell us new and exciting products.

Consider why people want the latest smartphone if they already have the means to watch films, make calls etc.

Marketing and advertising

People often confuse advertising and marketing.

The two share some similarities, but there are also many subtle differences. Knowing what those differences are can help grow a company, sell more products and create a better long-term vision for a business.

In its simplest form, advertising is about making people aware of a product or service while marketing is about getting people to actually buy the product.

However, it’s more complex than this and advertising is a part of the marketing process and vice versa.

Over the next few slides we will explore the function and purpose of marketing and advertising.

For a product to be successful it needs to be marketed internationally and this process of doing this is called global marketing.

Different marketing strategies will be used depending on the product and the region being targeted.

Games and films are marketed differently in the east to the way they are marketed in the west and vice versa.

Large companies such as Apple, IBM, Microsoft, Google etc. will have regional branches which can deal with the marketing of products in different countries.

This will ensure that products, or how they are advertised, will not offend religion or culture in that country and will appeal to the target market.

As an example, fast food such as MacDonald's was not marketed in China for many years as it did not appeal to their particular tastes but just as the east has influenced the west so the west has infiltrated the east in terms of its culture.

The marketing function

Market research is vital in building up an understanding of the user needs for a particular market.

Consumer Profiles

Organisations may produce a profile which is representative of the market and this helps them to target their products accordingly. They consider their careers and lifestyles, income and spending habits as well as considering popular trends and fashions.

The profile for a new type of razor may well be male professionals between 25-45 with incomes above £30,000 who enjoy sport and care about grooming.

Next time you see a razor advert on TV consider who they may have profiled when designing and marketing the product.

Marketing Mix

In order to produce a design brief and specification those involved will need to consider what will affect the success of the final product. These factors are known as the Marketing Mix. There were originally four factors known as the 4 P’s, but as more factors were added they also used words beginning with P to help people remember them.

Product

A product needs to attract buyers, and consumers will consider the following when deciding to purchase:

• function: what does it do and are there any interesting features that make it stand out from the rest (USP)?

• performance: this may also be a USP but how well does it do what it is designed for, how is it better than the competition?

• ease of use: how easy is it to use, is it easy to set up? The Apple iPhone’s success can be accredited not only to its design but how simple it is to use.

• reliability: how long will the product last and is it likely to fail? Again, Apple make very reliable products.

• aesthetics: what does it look like and is it appealing? Again, this is a major factor in the success of the iPhone but some manufacturer may favour aesthetics over other features.

• compatibility: will the product work with other products? Will a Blu ray fit in a DVD player or can the iWatch work with an Android phone? Aside from technical aspects is the item compatible with other aspects of their lives?

Price

This is a major constraint that a designer must consider. All too often they want to explore their creativity and produce amazing products, but they have to be made for a certain price in order to sell at a profit. The client needs to make money, but the consumer also needs to feel that they are getting value for money.

Place

In order to reach the consumer on time, designers need to work with manufacturers to ensure products are made, packed and distributed on time. Production planning is a skilled job in most industries and many use JIT and FMS to ensure products are place in time. See Unit 1.6 for more information on scales of production.

Promotion

In order to make a product successful, it must be promoted to the public. Designers may be involved in the packing and promotion of materials but it will also involve advertising and marketing which we will look at in more detail. In the 21st century this is often done through digital means via pop up adverts and viral marketing on social media platforms.

Process

How easily can the consumer purchase the product? The easier this is, the faster it will get into the marketplace. We should not underestimate the importance of the internet and online stores such as Amazon in this process. Amazon have already introduced delivery by drone within hours of ordering!

Physical Evidence

When you buy a product you have physical evidence of making a purchase. Some products have ‘bolt on’ services such as buying a phone and then being eligible for free online data storage or getting free iTunes apps with a new iPad. The advent of digital delivery services relies on some form of ‘proof of purchase’ where a physical item is not available.

Properties

Aesthetics and environmental performance are two important properties. Modern consumers are clearly influenced by looks and fashions, but consumers are becoming increasingly concerned with the effects of a products use on the environment, particularly the energy requirements of the product. They may also be influenced by how ‘green’ they are. This is an example of appealing to customer values.

Pleasure

If a product gives a consumer ‘pleasure’ it is said to have ‘added value’. If a product does everything it is supposed to and gives the customer pleasure, it should succeed. The Apple iPod has achieved classic and iconic status because it functions very well, but also is enjoyable to use. It’s a rare example of a utility item which appeals almost like a toy.

People

If a new product is to sell well, the people selling it need to understand the benefits of the product they are selling. Basically, sales staff as well as customer services need the right training to sell and support a product.

Advertising and promotion

Commerce in its simplest form involves selling a product or service and in order to do that you need people to buy it.

Target Market

Simply put, you need to know what your target market is in order to design and market a product aimed at the right people. You may already know your target market or you may define it from doing market research.

Demographics

This is data referring to the population and particular groups within it. Knowing the demographics of your target market should help ensure that you deliver a product that your target market needs or wants and therefore ensure sales.

Think about how the drink Iron Bru is marketed. Who is it aimed at and why?

Marketing is a broader range of activities for a product or service. Activities involved in marketing a product include:

Market research involves researching the needs and wants of your target market. This can be done through focus groups, interviews, questionnaires etc.

Advertising is the process of making consumers aware of a product or service. Retargeted marketing is when a website uses a cookie and tells the next website which then ‘pops up’ an advert for a product you previously viewed.

Sales is self explanatory really; it’s about selling a product.

Viral marketing is a modern concept made possible by the pervasive nature of the internet and relies on people passing on the information they see on the internet, often through social media, to their friends and colleagues.

Can you think of an example of successful viral marketing?

Public relations

This is about how the public, and potential customers perceive your business or product. Larger companies often employ specialists in PR to improve the public’s perception of them or to change/raise their profile.

Customer service and satisfaction

When you sell a product the buyer becomes your customer. In order to maintain positive public relations, it’s important to keep them happy. After all, they will buy an alternative product or service if you don’t.

See Max Clifford as an example of a PR guru and a company such as Amazon for positive customer service.

Advertising can be done through various routes such as:

radio and television commercials

newspaper and magazine ads

billboards

brochures

emails

internet advertisements

cold calls to potential clients