lesson 4 - part 1 - my liucmy.liuc.it/matsup/2017/a78603/design_management_lesson_4.pdf · 2018. 3....

CORSO DI L AUREA MAGISTRALE IN ECONOMIA AZIENDALE E MANAGEMENT

DESIGN MANAGEMENT

Lesson 4 - Part 1

27th of February

CONSUMERANALYSIS

CONSUMERANALYSIS

TRENDANALYSIS

TARGETING

6th of March

COMPANY ANALYSISSTRATEGY

POSITIONING

COMPETITIVESTRATEGY

20th of February

MARKET ANALYSIS

MARKETDEFINITION

MARKETSEGMENTATION

MARKETMAPPING

13st of March

COMPANY ANALYSISMARKETING & SALES

MARKETING

SALES

DESIGN MANAGEMENT

READINGS

KOTLERPRINCIPLES OF MARKETING

CHAPTER 2p. 61-85

CHAPTER 11p. 334-352






KEY MESSAGES

1. YOU DO NOT DESIGN PRODUCTS IN A VACUUM.

2. YOU DESIGN AROUND PEOPLE’S NEEDS.

3. MAKE SURE YOU UNDERSTAND COMPANY POSITIONING AND STRATEGY.

4. MAKE SURE YOU KNOW WHERE AND HOW TO SELL AND DISTRIBUTE YOUR PRODUCTS.

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 63, Fig. 2.1 Steps in Strategic Planning

COMPANY POSITIONING

COMPANY ANALYSIS

DEFINING THE COMPANY MISSION

SETTING COMPANY OBJECTIVES AND GOALS

DESIGNING THE BUSINESS PORTFOLIO

PLANNING MARKETING AND OTHER

FUNCTIONAL STRATEGIES

CORPORATE LEVEL BUSINESS UNIT, PRODUCT AND MARKET LEVEL

LIKE THE MARKETING STRATEGY, THE BROADER COMPANY STRATEGY

MUST BE CUSTOMER FOCUSED

COMPANY-WIDE STRATEGIC PLANNING GUIDES MARKETING

STRATEGY AND PLANNING

SALES + MARKETING

COMPANY ANALYSIS

POSITIONING ANALYSIS

COMPANY STRATEGY

PRODUCT PORTFOLIO ANALYSIS

MARKETING STRATEGY

DISTRIBUTION ANALYSIS

SALES STRATEGY

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 72, Fig. 2.4 Managing Market Strategies and the Marketing Mix

MARKETING MIX: 4 OR MORE P’s

COMPANY ANALYSIS

MARKETINTERMEDIARIES

SUPPLIERS PUBLICS

COMPETITORS

CUSTOMER VALUE AND

RELATIONSHIP

PRODUCT

PROMOTION

PLACE PRICE

MARKETINGPLANNING

MARKETINGCONTROL

MA

RK

ETIN

GA

NA

LYSI

SM

AR

KETIN

GIM

PLEM

ENTATIO

N

TARGETING

POSITIONINGSE

GM

ENTA

TIO

ND

IFFEREN

TIATION

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 76, Fig. 2.5 The 4Ps of the Marketing Mix

DEVELOPING AN INTEGRATED MARKETING MIX

COMPANY ANALYSIS

TARGETCUSTOMERS

INTENDED POSITIONING

PRODUCT

VARIETYQUALITYDESIGN

FEATURESBRAND NAMEPACKAGINGSERVICES

PROMOTION

ADVERTISINGPERSONAL SELLINGSALES PROMOTIONPUBLIC RELATIONS

PRICE

LIST PRICEDISCOUNTS

ALLOWANCESPAYMENT PERIOD

CREDIT TERMS

PLACE

CHANNELSCOVERAGELOCATIONSINVENTORY

TRANSPORTATIONLOGISTICS

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 78, Fig. 2.7 SWOT Analysis: Strengths (S), Weaknesses (W), Opportunities (O) and Threats (T)

MARKETING PLANNING

COMPANY ANALYSIS

INTERNAL CAPABILITIES THAT MAY HELP A COMPANY REACH

ITS OBJECTIVES

STRENGTHS

INTERNAL LIMITATIONS THAT MAY INTERFERE WITH A COMPAN’Y

ABILITY TO ACHIEVE ITS OBJECTIVES

WEAKNESSESS

EXTERNAL FACTORS THAT THE COMPANY MAY BE ABLE TO EXPLOIT

TO ITS ADVANTAGE

OPPORTUNITIES

CURRENT AND EMERGING EXTERNAL FACTORS THAT MAY CHALLENGE THE

COMPANY’S PERFORMANCE

THREATS

INTERNAL

EXTERNAL

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 253, Fig. 8.2 Individual Product Decisions

PRODUCT AND SERVICE DECISIONS

COMPANY ANALYSIS

PRODUCT SUPPORT SERVICES

LABELINGPACKAGINGPRODUCT ATTRIBUTES BRANDING

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 250, Fig. 8.1 Three levels of Product

THREE LEVELS OF PRODUCT

COMPANY ANALYSIS

CORECUSTOMER

VALUE

ACTUAL PRODUCT

PACKAGING

AUGMENTED PRODUCT

QUALITYLEVEL

DESIGN

BRAND NAME

FEATURES

DELIVERY AND

CREDIT

PRODUCTSUPPORT

AFTER-SALE

SERVICE

WARRANTY

PRICE

COMPANY ANALYSIS

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 381, Fig. 13.8 Major considerations in setting Price

NO POSSIBLE PROFIT AT THIS PRICE

LOW PRICE

NO POSSIBLE DEMAND AT THIS PRICE

HIGH PRICE

COMPETITORS’ PRICES AND OTHER EXTERNAL AND INTERNAL FACTORS

PRODUCT COSTS

CONSUMER PERCEPTIONSOF VALUE

PLACE

COMPANY ANALYSIS

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 413, Fig. 15.2 Examples of Different-Level Channels

ZERO-LEVEL CHANNEL (M-C)

ONE-LEVEL CHANNEL (M-R-C)

TWO-LEVEL CHANNEL (M-W-R-C)

THREE-LEVEL CHANNEL (M-W-J-R-C)

MANUFACTURER

MANUFACTURER

MANUFACTURER

MANUFACTURER

WHOLESALER

WHOLESALER JOBBER

RETAILER

RETAILER

RETAILER

CONSUMER

CONSUMER

CONSUMER

CONSUMER

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 413, Fig. 14.1 Integrated Marketing Communications

INTEGRATED MARKETING COMMUNICATIONS

COMPANY ANALYSIS

CONSISTENT, CLEAR AND COMPELLING COMPANY AND

BRAND MESSAGE

DIRECT MARKETING

SALES PROMOTION PUBLIC RELATIONS

ADVERTISING PERSONAL SELLING

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 436, Fig. 14.3 Buyer-Readiness Stages

CONSUMERS

COMPANY ANALYSIS

AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 159, Fig. 5.1 The model of buyer behaviour

MODEL OF BUYER BEHAVIOUR

COMPANY ANALYSIS

THE ENVIRONMENT

MARKETING STIMULIPRODUCT

PRICEPLACE

PROMOTION

OTHERECONOMIC

TECHNOLOGICALSOCIAL

CULTURAL

BUYER’S BLACK BOX

BUYER’S CHARACTERISTICSBUYER’S DECISION PROCESS

BUYER RESPONSES

BUYING ATTITUDES AND PREFERENCES;PURCHASE BEHAVIOUR:

WHAT THE BUYER BUYS, WHEN, WHERE, AND HOW MUCH;

BRAND AND COMPANY RELATIONSHIP BEHAVIOUR

IN-CLASS CASE AND EXERCISE

MARKETING AND SALES ANALYSIS

TOM DIXON VERSUS MOOOI

previous data selection of TOM DIXON and MOOOI

• Analyze the two companies marketing

• Identify the company marketing strategies: compare and contrast

• Identify strengths and weaknesses: compare and contrast

• Be prepared to argument

COMPANY STRATEGYMARKETING AND SALES

COMPANY INTRODUCTION

TOM DIXON & MOOOI

Source: www.tomdixon.net

TOM DIXONSTORY

COMPANY ANALYSIS


TOM DIXONMISSION

COMPANY ANALYSIS


TOM DIXONDESIGNER

COMPANY ANALYSIS


TOM DIXONCOLLECTION

COMPANY ANALYSIS

LIGHTS

TABLES

CHAIRS

UPHOLSTERY

ACCESSORIES

Source: www.moooi.com

MOOOISTORY

COMPANY ANALYSIS


MOOOIMISSION

COMPANY ANALYSIS


MOOOIDESIGNERS

COMPANY ANALYSIS


MOOOICOLLECTION

COMPANY ANALYSIS

COMPANY POSITIONING

COMPANY ANALYSIS

20 Mio €

DESIGN VALUEFUNCTION VALUE

SALE

S

DESIGN

80 Mio €

40 Mio €

23 Mio €23,7 Mio €

79 Mio €

23 Mio €

Neo-scandinavian

Neo-industrialNeo-decorative

60 Mio €

12 Mio €

8 Mio €11 Mio €

Neo-contemporary

COMPANY BENCHMARK

COMPANY ANALYSIS

Design as a question of love

Unexpected welcome

Beauty & uniqueness

Good Design starts with the person

New Nordic

Give new perspectives

Classic design for a contemporary

context

Celebrate Uncomplicated Design

Meaningful & Sincere

Extraordinary objects for everyday

use

Unique British Heritage

Commitment to Innovation

Create ground-breaking Icons of

tomorrow

Back to thefuture

Influence the designClimate of today

OriginalityPaired with

Craftsmanship

Design made easy

Unwind in comfort

Build atmosphere of Subtile

Aestheticism

Aesthetic Laboratory

The Art of Living

VALUE CHAINTOM DIXON VS. MOOOI

MARKETING ANALYSIS

Source: Company Internal Source Note: Numbers disguised

PRODUCT MIX

ANALYSIS ASSESSMENT ACTION

SALES BREAKDOWN BYMARKET/SEGMENT ANALYSIS

PORTFOLIO PERFORMANCE IN/DIVESTMENT AREA DEFINITION

MARKETING ANALYSIS

PRODUCT MIX OF TOM DIXON AND MOOOI

2012


TOM DIXON%

MOOOI%

MUUTO%

Lighting 78 70 31

Furniture 13 47

Upholstery 5

Accessories 3 3 22

Deco 1

Seaters - 13

Storage - 2

Tables - 12

------ ------ ------

Total 100 100 100

MARKETING ANALYSIS

ABC ANALYSIS


MARKETING ANALYSIS

ABC ANALYSIS PORTFOLIO FOCUS ANDDISPERSION

PRODUCT PRUNING LIST DEFINITION

PRODUCT MIX OF TOM DIXON AND MOOOI

2012

MARKETING ANALYSIS

TOM DIXONPRODUCTS

TOM DIXON%

MOOOIPRODUCTS

MOOOI%

Black Beat (L) 22 Raymond (L) 19

Copper (L) 15 Random (L) 19

Etch (L) 14 Container (T) 9

Base (L) 7 LSS (L) 8

White Beat (L) 4 Smoke (S) 6

Glass (L) 4 Paper (C) 6

Void (L) 4 Dear Ingo (L) 5

Wingback (U) 4 Non Random (L) 5

8 Lines 74 8 Lines 77

? Lines 26 ? Lines 23


CREATIVITY


MARKETING ANALYSIS

NEW PRODUCT ANALYSIS PORTFOLIO CREATIVITY NEW PRODUCTLAUNCH DEFINITION

TOM DIXONNo. of Projects

TOM DIXON%

MOOOINo. Of Projects

MOOOI%

Evergreens 6 48 5 54

Salesbuilders 9 36 8 24

Icons 22 16 13 22

------ ------ ------ ------

Total 37 100 26 100

CREATIVITY OF TOM DIXON AND MOOOI

2012

MARKETING ANALYSIS


INVESTMENT


MARKETING ANALYSIS

INVESTMENT ANALYSIS(CONSUMER)

PORTFOLIO TARGETS AND RESOURCES RELATIONSHIP

INVESTMENT DEFINITION


INVESTMENTOF TOM DIXON AND MOOOI

2012

MARKETING ANALYSIS

TOM DIXON%

MOOOI%

Trade/Architects 40 47

Sales Force 15 31

Consumers 45 15

Others 0 7

------ ------

Total 100 100

TOM DIXON%

MOOOI%

Marketing 46 25

Activities 10 14

Sales Tools 5 4

Websites 5 15

Fairs 15 20

Printed+Photo+Adv+PR+Events

10 16

Others 5 6

------ ------

Total 100 100

CORSO DI L AUREA MAGISTRALE IN ECONOMIA AZIENDALE E MANAGEMENT

DESIGN MANAGEMENT

Lesson 4 - Part 2

KEY MESSAGES

1. YOU DO NOT DESIGN PRODUCTS IN A VACUUM.

2. YOU DESIGN AROUND PEOPLE’S NEEDS.

3. MAKE SURE YOU UNDERSTAND COMPANY POSITIONING AND STRATEGY.

4. MAKE SURE YOU KNOW WHERE AND HOW TO SELL AND DISTRIBUTE YOUR PRODUCTS.

SALES + MARKETING

COMPANY ANALYSIS

POSITIONING ANALYSIS

COMPANY STRATEGY

PRODUCT PORTFOLIO ANALYSIS

MARKETING STRATEGY

DISTRIBUTION ANALYSIS

SALES STRATEGY

IN-CLASS CASE AND EXERCISE

MARKETING AND SALES ANALYSIS

TOM DIXON VERSUS MOOOI

previous data selection of TOM DIXON and MOOOI

• Analyze the two companies sales data

• Identify the company sales strategies: compare and contrast

• Identify strengths and weaknesses: compare and contrast

• Be prepared to argument


DISTRIBUTION OVERLAPS

SALES ANALYSIS

TOM DIXON MOOOI

AREA MIX


SALES ANALYSIS

SALES BREAKDOWN BYAREA/COUNTRY ANALYSIS

GEOGRAPHIC PERFORMANCE TARGET DEFINITIONBY AREA/COUNTRY

TOM DIXON%

MOOOI%

Europe 70 70

UK 16 6

Scandinavia

Asia 6 7

USA 6 17

Far East 2 0

Row

------ ------

Total 100 100

AREA MIXOF TOM DIXON AND MOOOI

2012

SALES ANALYSIS


CHANNEL MIX


SALES ANALYSIS

SALES BREAKDOWN BYCHANNEL

CHANNEL PERFORMANCE TARGET DEFINITIONBY CHANNEL


CHANNEL MIX

SALES ANALYSIS

TOM DIXON MOOOI

lesson 4 - part 1 - my liucmy.liuc.it/matsup/2017/a78603/design_management_lesson_4.pdf · 2018. 3....

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