Product Development & Design PACKAGING Design & Labelling: March 31, 2017

PRODUCT DEVELOPMENT & Design
PACKAGING Design & Labelling

March 31, 2017
Digos City
Leny V. Castillo
* WHAT is Product Development:what it is not

* WHY Product Development?
* Product Development OPPORTUNITIES
and Considerations
* Product GROUPS
* Product Classifications
* Product Life Cycle
* Product Design COLLECTION
* Product Development SUCCESS Factors
WHAT IS PRODUCT DEV: what it is NOT
- is ONE activity of Planning

Product
Development
several MARKETING Market

Introduction
activities Evaluation
- FIRST step in the Growth
Product life CYCLE

- is not a SURE shot Feedback
Gathering
Maturity
solution to a company's Decline
NUMEROUS concerns
SOURCE: PDDCP
*WHAT IS PRODUCT DEV: what it is NOT
-is a CREATIVE ACTIVITY
involving high Product
Development
Considerations Planning
Market
Introduction
Of: * QUALITY
* AVAILABILITY Evaluation
* PRICE Growth
* AESTHETICS GatheringF
eedback
* FUNCTION Maturity
for the PRODUCT Decline
-but is NOT ONLY a creative activity

SOURCE: PDDCP
- is a PROCESS
products are CONCEIVED
And DEVELOPED
INTENTION:
-satisfy a SPECIFIC target
MARKET
-based on CONSUMER
Needs and wants
- NOT dependent on
DESIGNERS'
Competencies
- NOT done ONCE
SOURCE: PDDCP
* WHY DO PRODUCT DEVELOPMENT?
- offer customers
SOMETHING NEW
- add value for PROFIT
- build COMPANY'S IMAGE
- replace products NOT selling
- start a NEW PRODUCTION
activity
- expand the COMPANY
SOURCE: PDDCP
Opportunities and Considerations

MARKET OPPORTUNITIES:
- NEW need for the PRODUCT?
- WHO will buy the PRODUCT?
- HOW MANY potential
BUYERS?
- MARKET growing?
- TYPE of consumer?
- HOW MANY can SELL?
SOURCE: PDDCP
MARKET OPPORTUNITIES:
- enough VOLUME?
- our product 'BEST OF
ITS KIND' in the market
- consumer BUYING HABITS
- consumer ATTITUDE
Towards our PRODUCT?
SOURCE: PDDCP
COMPETITION
- overcrowded?
- competitive product in
PRICES, MARKETING?
- how to IMPROVE?
- what to IMPROVE?
- FEATURES to overcome?
- other MANUFACTURERS?
SOURCE: PDDCP
PRODUCTION
- new MACHINERY?
- PLANT space?
- subcontract?
- RAW MATERIAL supply?
- efficiently PRODUCE?
PRODUCTION
- PATENTABLE feature?
- TRADEMARK?
- ROYALTIES
to consider?
SOURCE: PDCP
* PRODUCT DEVELOPMENT:
DISTRIBUTION:
- CHANNELS of distribution?
- need for NEW SALES force?
- how much ADS & PROMO?
SOURCE:PDDCP
DISTRIBUTION:
importer distributor
FINANCE:
- CAPITAL required?
- how much ESTIMATED cost/unit?
- target PRICE vs. COST?
- long term PROFIT outlook?
- when to BREAK EVEN?
SOURCE:PDDCP
DIFFERENT TYPES of
PRODUCT GROUPS
CHEAP MASS PRODUCTS
•designs are simple, no novelty,

usually not attractive, too generic
•produced by large companies,
known for low price
•exact calculation of cost are required
•distributed to retailers at large
volume sales
•introductory price discounts are initiated
•strong delivery potential
DIFFERENT TYPES of
PRODUCT GROUPS
EXCLUSIVE PRODUCTS
•Focus on design, aesthetics and quality
•Ideal for small and medium-scale businesses
•Require some time until reputation is
established in the market
•High price because of continuous research
and development
•Sold in specialty stores/shops known for high
quality products
•Limited production, but with higher quality
DIFFERENT TYPES of
PRODUCT GROUPS
INTELLIGENT PRODUCTS
•High tech products

•Emphasis on efficiency not
aesthetics
Circuit breaker
•Produce by small companies
with perfectionist staff
•High but fair in pricing
•Sold by specialty retailers
Guard Door Handle

DIFFERENT TYPES of
PRODUCT GROUPS
RELIABLE PRODUCTS
•Products that are durable with
little decoration
•Products that are practical
and functional
•Companies should have good
production know-how with a
reliable and efficient production
capacity
•Reasonable prices results in stable sales
• Able to supply in department stores, specialty shops
and retailers
DIFFERENT TYPES of
PRODUCT GROUPS
SELLABLE PRODUCTS
•Simple and common place products,

usually follows successful trends
•Imitation rather than innovation
•Produce by medium or large size
companies without any product
development team
•Offers low prices with good value
•Sold to retailers with large volume
sales
DIFFERENT TYPES of
PRODUCT GROUPS
STYLE & LOOK IDENTITY PRODUCTS
•Specializes on a certain style
e.g. Art Noveau, Country
•Company can be small or
medium size
•Sales volume is limited
•High quality production is
necessary
•Production must be flexible
to adjust to changing styles and fads
• High price level, limited market
DIFFERENT TYPES of
PRODUCT GROUPS
PIONEERING PRODUCTS
•Offers innovations in function,

technology and design
•Medium size manufacturers who
are willing to risk something
•Prices are high due to development
and advertising costs
•Buyers are willing to pay high price
because of originality of products
DIFFERENT TYPES of
PRODUCT GROUPS
MEE TOO PRODUCTS
•Imitations of successful
products on a similar or lower
level
•Manufacturers have a wait
and see attitude to know if the
pioneer products is
successful
•Develops products in a very
short time, usually cheaper
than the original
* PRODUCT CLASSIFICATIONS:
•Houseware
•Furnishings, lighting and fixtures
•Toys and games
•Gifts and stationeries
•Linens
•Holiday decors
•Consumer industrial products
SOURCE:PDDCP
* PRODUCT CLASSIFICATIONS:
•Houseware
•Furnishings, lighting and fixtures
•Toys and games
•Gifts and stationeries
•Linens
•Holiday decors
•Consumer industrial products
SOURCE:PDDCP
HOUSEWARE
SOURCE:PDDCP
Home FURNISHINGS, LIGHTING and
FIXTURES
SOURCE:PDDCP
TOYS and GAMES
SOURCE:PDDCP
GIFTS and STATIONERIES
SOURCE:PDDCP
LINENs
SOURCE:PDDCP
HOLIDAY DECORS
*Christmas*Halloween*Easter
*Thanksgiving*Valentine
SOURCE:PDDCP
WEARABLES & Fashion Accessories
SOURCE:PDDCP
CONSUMER Industrial PRODUCTS
SOURCE:PDDCP
FOOD & NON-Food PACKAGING
SOURCE:PDDCP
Product LIFE CYCLE
* refers to the LIFE-SPAN of the PRODUCT

- from initial stage to its decline
* it is a BUSINESS PLANNING TOOL to help

- sales forecasting
- show where efforts should be directed
- identify losers and winners in a range
- improve effectiveness in product mgt.
- control new product development
SOURCE:PDDCP
Product LIFE CYCLE
BIOLOGICAL PHASE
* conception
* birth
* growth
* adolescence
* maturity
* old age
SOURCE:PDDCP
Product LIFE CYCLE
BUSINESS STAGE
* new product dev

* market introduction
* market expansion
* market turbulence
* market saturation
* market decline
SOURCE:PDDCP
Product LIFE CYCLE
sales
time
SOURCE:PDDCP
PRODUCT DESIGN Collection
* PRODUCT RANGE
-expanding PRODUCT
into collection
family
- sets of RELATED
Products to
MAXIMIZE concept
for consumers
and buyers to buy
impulsively
SOURCE:PDDCP
SOURCE:PDDCP
SOURCE:PDDCP
SOURCE:PDDCP
SOURCE:PDDCP
SUCCESS FACTORS
* The BUSINESS PLAN
* The MARKETING
PROGRAM
* The PRODUCT
POLICY
SOURCE:PDDCP
The BUSINESS PLAN
* defines COMPANY's
- SPECIFIC MISSION
- GOALS
- POLICIES
- CORE COMPETENCIES
- COMPETITION
SOURCE:PDDCP
The MARKETING PROGRAM
* a PLAN that integrates the MARKETING MIX

- to provide product, service or idea to
- prospective target market/consumers
marketing
mix
PRODUCT PLACE
target
market
SOURCE:PDDCP
PROMOTION PRICE
4P's of Marketing
*PRODUCT – a tangible offering to satisfy

customer's needs, wants & expectations
*PLACEMENT – making products available at

right quantities and locations,
where customers want them
(channels of distribution)
SOURCE:PDDCP
4P's of Marketing
*PROMOTIONS- communicate information
to buyers to influence attitude
and purchase intentions
*PRICING – amount of money

the business decides to sell
its products & services
SOURCE:PDDCP
4P's of Marketing
MARKETING MIX and TARGET MARKET
*PRODUCT: Plastic Office

Furniture w/o armrest
*PLACEMENT:
Furniture Shops
*PROMOTIONS: Trade Show
*PRICING: Php1000-P1200
SOURCE:PDDCP
4P's of Marketing
SOURCE:PDDCP
4P's of Marketing
SOURCE:PDDCP
4P's of Marketing
SOURCE:PDDCP
4P's of Marketing
PYRAMIDAL MARKET DISTRIBUTION
UP MARKET
MIDDLE MARKET
LOW-MID MARKET
LOW-
END MARKET
SOURCE:PDDCP
CONSUMER CLASSIFICATION
single couple
family
SLOW GO
GO GO's
NO GO's
SOURCE:PDDCP
MARKET DISTRIBUTION & Location
SOURCE:PDDCP
PRODUCT & MARKET EXPANSION

MATRIX
MARKET PENETRATION PRODUCT DEVELOPMENT
Existing
Markets
New
Markets
MARKET DEVELOPMENT PRODUCT DIVERSIFICATION
SOURCE:PDDCP Existing Products New Products

PRODUCT POLICY
A long-term plan
for the development,
production and
promotion of products
Can be termed as
LONG-TERM PLANNING
and MANAGEMENT
of its PRODUCT-MIX
SOURCE:PDDCP
PRODUCT POLICY
It is based on the requirements
of the firm’s factory and
the market covering:
- Product Planning & Development
- Product Mix
- Product Packaging
- Product Positioning
- Product Branding
It helps companies to
create products which balance price,
quality (and design), and delivery.
SOURCE:PDDCP
Why New Products Fail
*inadequate market analysis 32%
*product defect 23%
*higher costs than anticipated 14%
*inadequate marketing efforts 13%
*poor timing 10%
*competitive reaction 8%
SOURCE:PDDCP
Why New Products Fail
*the market was not big enough 28%

*me-too products 24%
*technical failures 15%
*prices too high 13%
*competitive reaction 13%
*no customer need for product 7%
SOURCE:PDDCP
Developing PRODUCT DEV STRATEGY
Q:Where are we now?
Where do we want to go?
How do we get there?
SOURCE:PDDCP
PACKAGING
and
LABELLING
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE : RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
Packaging designed by: Raynor
SOURCE: RAYNOR
SOURCE: RAYNOR
SOURCE: RAYNOR
Mind- Blowing Examples
of
BRILLIANT
PACKAGING IDEAS
slides courtesy of
Designer Rey Soliven
Packaging Designs
on our Shelves
Creative Packaging Design

IDEAS

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Product Development & Design PACKAGING Design & Labelling: March 31, 2017

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PRODUCT DEVELOPMENT & Design

PACKAGING Design & Labelling

* WHAT is Product Development:what it is not

WHAT IS PRODUCT DEV: what it is NOT

- is ONE activity of Planning

several MARKETING Market

- FIRST step in the Growth

Product life CYCLE

solution to a company's Decline

for the PRODUCT Decline

-but is NOT ONLY a creative activity

*WHAT IS PRODUCT DEV: what it is NOT

- NOT done ONCE

Opportunities and Considerations

Opportunities and Considerations

Opportunities and Considerations

Opportunities and Considerations

Opportunities and Considerations

CHEAP MASS PRODUCTS

•designs are simple, no novelty,

•High tech products

Guard Door Handle

•Simple and common place products,

•Offers innovations in function,

Product LIFE CYCLE

* refers to the LIFE-SPAN of the PRODUCT

* it is a BUSINESS PLANNING TOOL to help

Product LIFE CYCLE

Product LIFE CYCLE

* new product dev

Product LIFE CYCLE

* The BUSINESS PLAN

* a PLAN that integrates the MARKETING MIX

*PRODUCT – a tangible offering to satisfy

*PLACEMENT – making products available at

*PRICING – amount of money

*PRODUCT: Plastic Office

MARKETING MIX and TARGET MARKET

MARKETING MIX and TARGET MARKET

MARKETING MIX and TARGET MARKET

PYRAMIDAL MARKET DISTRIBUTION

MARKET DISTRIBUTION & Location

PRODUCT & MARKET EXPANSION

MARKET DEVELOPMENT PRODUCT DIVERSIFICATION

SOURCE:PDDCP Existing Products New Products

*the market was not big enough 28%

Creative Packaging Design

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