Lesson 6 - Part 1my.liuc.it/MatSup/2018/A78603/Design_Management_Lesson_6.pdf · 2019. 4. 8. ·...

CORSO DI LAUREA MAGISTRALE IN ECONOMIA AZIENDALE E MANAGEMENT

DESIGN MANAGEMENT

Lesson 6 - Part 1

DESIGN MANAGEMENT

20th of March

CONSUMERANALYSIS

CONSUMERANALYSIS

TRENDANALYSIS

TARGETING

6th of March

MARKET ANALYSIS

MARKETDEFINITION

MARKETSEGMENTATION

MARKETMAPPING

13th of March

COMPANY STRATEGY ANALYSIS

POSITIONING

COMPETITIVESTRATEGY

ICONOGRAPHICANALYSIS

27th of March

ICONOGRAPHIC THEORY

ICONOGRAPHIC MODEL

DESIGN MANAGEMENT

CONSUMERANALYSIS

TRENDANALYSIS

TARGETING

3rd of April

CONSUMERANALYSIS + ICONO-GRAPHIC ANALYSIS

10 th of April

COMPANY MARKETINGAND SALES

+

ICONOGRAPHIC MODEL

MARKETINGANALYSIS

SALES ANALYSIS

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

RKET

ING

AN

ALY

SIS

MA

RKETING

IMPLEM

ENTATIO

N

TARGETING

POSITIONINGSE

GM

ENTA

TIO

ND

IFFERENTIATIO

N

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 NAMEPACKAGING

SERVICES

PROMOTION

ADVERTISINGPERSONAL SELLINGSALES PROMOTIONPUBLIC RELATIONS

PRICE

LIST PRICEDISCOUNTS

ALLOWANCESPAYMENT PERIOD

CREDIT TERMS

PLACE

CHANNELSCOVERAGELOCATIONSINVENTORY

TRANSPORTATIONLOGISTICS

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

LINEEXTENSION

BRANDEXTENSION

MULTIBRANDS NEWBRANDS

EXISTING NEW

EXIS

TIN

GN

EW

PRODUCT CATEGORY

BRA

ND

NA

ME

PRODUCT AND BRAND STRATEGY

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

PRICING

DESIGNPRODUCT

COST BASED

VALUE BASED ASSESS CUSTOMERNEEDS AND VALUE

SET TARGET PRICE TO MATCH CUSTOMER PERCEIVED VALUE

DETERMINE COSTSTHAT CAN BE

INCURRED

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

DETERMINEPRODUCT COST

SET PRICEBASED ON COST

PRICE AND COSTS

COST

PER

UN

IT

QUANTITY PRODUCED PER DAY ACCUMULATED PRODUCTION

Source: PRINCIPLES OF MARKETING by Kotler, Philip, p. 318

AVERAGE COST PER UNIT AVERAGE COST PER UNITAND ACCUMULATED PRODUCTION

COST

PER

UN

IT

12

10

8

6

4

2

0

200 400 600 800

TOTAL REVENUE

TOTAL COST

FIXED COST

DO

LLA

RS (M

ILLI

ON

S)

SALES VOLUMES IN UNITS (THOUSANDS)

COST PLUS PRICING

UNIT COSTS = VARIABLE COST + FIXED COST

UNIT SALES

MARK - UP PRICE = UNIT COST

( 1 - DESIRED RETURN ON SALES )

BREAK EVEN = FIXED COST

UNIT PRICE - VARIABLE COSTS

BREAK EVEN

PRICE AND COSTS


PRODUCER

WHOLESALER

RETAILER

CONSUMER

CONVENTIONAL

PRODUCER

WHOLESALERRETAILER

CONSUMER

VERTICAL

PLACE

CONVENTIONAL AND VERTICAL


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

CONSUMER SEGMENT 1

RETAILERS

CONSUMER SEGMENT 2

CONSUMER SEGMENT 1

CONSUMER SEGMENT 2

DISTRIBUTORS

DEALERS

PRODUCER

CATALOGUES, TELEPHONE, INTERNET SALES FORCE

PLACE

MULTICHANNEL DISTRIBUTION

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

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 LAUREA MAGISTRALE IN ECONOMIA AZIENDALE E MANAGEMENT

DESIGN MANAGEMENT

Lesson 6 - 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 6 - Part 1my.liuc.it/MatSup/2018/A78603/Design_Management_Lesson_6.pdf · 2019. 4. 8. ·...

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Transcript of Lesson 6 - Part 1my.liuc.it/MatSup/2018/A78603/Design_Management_Lesson_6.pdf · 2019. 4. 8. ·...