1.3.1 Product/service design

• Design Mix - The combination of the design elements that make up a product or service : Function, Aesthetics, Economic manufacture/production costs
• Function: the way a product works/ its use

  Features of a product emphasizing function:

  • more predictable & stable demand
  • longer product life cycles
  • lower promotional costs
  • build reputation for quality based on reliability
  • economic manufacture via economies of scale
• Aesthetics - the appeal of a products based on of it looks/feels

  Features of a product emphasizing aesthetics:

  • high added value
  • demand fuelled by customer aspiration
  • potential shorter product lifecycle
  • attract imitation - need for design protection
  • high promotional costs
• Research & Development - process before release of product - no sales made

  Introduction - product released in the market - sales start and gradually grow

  Growth - gaining lots of customers - sales increase rapidly

  Maturity - product has become established within the market - sales level out

  Decline - may need to withdraw product - sales fall

  **extension strategy - used to extend life of a product E.g. repackaging, innovation, advertising 


  Product Life Cycle

  A) Sales Volume

  B) Research & Development

  C) Introduction

  D) Growth

  E) Maturity

  F) Decline

  G) Time

  H) sales

  I) extension strategy