manage benefits. design management
TRANSCRIPT
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Design management Manage benefits
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ABOUT THE INSTITUTE
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Major projects of IWP
Promotion
Education
Consulting
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What is design?
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Product
Durabe material – multiple use
„Supplementing” form – lower transportation and storage costs
Visually attractive shape – distinguishing from the products of competitors
Double walls - keep warm for a longer time
Simple form – lower manufacturing costs
Perforation - easy to grip and protection
from scalding
Diameter fits the hand – better grip
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Service
Self-service check-in
Lower service costs
Communication in many languages
Higher travelling comfort
More time for shopping and restaurants
Self-service luggage check-in
Shorter time of passenger service
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Design from different perspectives
design
marketing
resources, processes technology, production
MANUFACTURER CONSUMER
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IWP research
State of implementation of industrial design in Polish manufacturing sectors
The use of service design in Polish companies
Pricing of the value of design – practice in Polish companies
The development of competences related to design management in Polish companies
The role of design in the development strategies of Polish cities and regions
The consumer of the future – trends in the development of industrial design in Poland to the year 2030
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Design is a benefit
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The client purchases benefits, not products
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We buy benefits, not products
low price
innovative, functional solutions
unique style
no waiting
products available on site
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We buy benefits, not products
no need to leave home
comparing cheapest offers on the market
buying from reliable sellers
delivery to your home
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Design enables to manage benefits on the manufacturer and consumer levels
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Added value
FOR THE CONSUMER
§ Fresh product „straight from the farm”
§ Milk available at „my shopping centre”
§ Satisfaction from environmentally friendly lifestyle
§ Modern, aesthetic packaging
Consumer satisfaction justifies the price of the product automated fresh milk distributor
Manufactured by: Techno Serwis sp. z o.o.,
sp. komandytowa
Project management: Techno Serwis
MLEKOMAT
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Added value
FOR THE MANUFACTURER
§ Higher price as the product is distinguished in its category
§ Lower costs and higher margins due to the elimination of intermediaries
§ High quality due to full distribution control
An innovative approach to the distribution of a traditional product guarantees high margins automated fresh milk distributor
Manufactured by: Techno Serwis sp. z o.o.,
sp. komandytowa
Project management. Techno Serwis
MLEKOMAT
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Added value
FOR THE CONSUMER
§ Safe, friendly furniture for children
§ The construction and accessories develop the senses of the child
§ „Teddy bear aesthetics” was appreciated
§ Authority-based, scientific approach to child development
Nice, safe, „smart” pieces of furniture encourage to buy them
collection of multi-sensoric furniture
designed by: Tomasz Augustyniak
manufactured by: Vox Industrie S.A. www.meble.vox.pl
MEE
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Added value
FOR THE MANUFACTURER
§ Improved product stands out in the category of children’s furniture
§ „Professional”, high quality of the furniture justifies higher price
§ The product has a positive impact on the perception of the brand as a manufacturer responsible for the younger generation
Comprehensive approach to design justifies the price and builds brand image
collection of multi-sensoric furniture
Designed by: Tomasz Augustyniak
Manufactured by: Vox Industrie S.A. www.meble.vox.pl
MEE
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Polish society is changing
The structure of Polish society is becoming similar to that of Western societies.
Source: The consumer of the future – trends in the development of industrial design in Poland to the year 2030, research conducted in co-operation with SMG KRC, Warsaw 2011.
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Polish consumers are getting richer
In 2010, the average personal disposable income of Polish households grew by 4.3% in comparison to the year 2009.
Source: The consumer of the future – trends in the development of industrial design in Poland to the year 2030, research conducted in co-operation with SMG KRC, Warsaw 2011.
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Every second Client is able to pay 5-15% more for a well-designed product
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Price is not essential
When buying products, customers pay the most attention to the useful features:
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State of implementation of industrial design in Polish manufacturing sectors, Warsaw, 2011.
quality
used materials
reliability
functionality
price
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Factors influencing the volume of product sales
good quality
attractive price
matching the customer’s needs
State of implementation of industrial design in Polish manufacturing sectors, Warsaw, 2011
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According to entrepreneurs, 3 factors have the strongest influence on sales:
20 40 60
75%
72%
71%
75
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Various approaches to design
One in every 3 companies treats design as a natural management and strategic development tool.
One in every 3 companies considers design to be an inherent part of the process of new product development.
One in every 7 companies uses design only for styling purposes.
Source: State of implementation of industrial design in Polish manufacturing sectors, Warsaw, 2011
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Companies have to learn
19% companies conduct market research and analyse consumers’ needs during the development of new products.
30% companies are familiar with newest trends in design and colour. Sources: The use of service design in Polish companies, Warsaw, 2011. The development of competences related to design management in Polish companies
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Required competences
design trends Trendwizor.pl
ergonomics studies on ergonomics
design management process studies in design management
studies in service design
design strategy strategic consulting
product development design brief
project management
promotion
specialist expertise
obtaining design design competition
technology and materials
Dobry Wzór
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Building competitive advantage
objective
actions
own collection of Leroy Merlin
§ training in design
§ workshop „Working with trends”
§ segmentation of customers according to styles
§ designer recommendations
§ development of design orders
§ conducting design processes
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benefits for the business
benefits for the consumer
§ a distinguished offer on the market
§ competence building inside the team
§ new relations with suppliers – the ability to create products from scratch
§ products meeting their needs – functional, useful, aesthetic
§ offer meets price expectations
§ good design confirmed by the image of the designer
reached within 7 months!
Annual volume of carpet sales
Building competitive advantage
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Areas of consulting of the Institute
operational STAGE 3
idea STAGE 1
design strategy
design concept
market analysis
customer research
trends
market launch
design audit
PRNP review
expertise
brief
design competition
design process
trends
product STAGE 2
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Our clients include
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Thank you for your attention
Institute of Industrial Design co. Ltd ul. Świętojerska 5/7,
00-236 Warsaw, Poland
Tel. +48 22 860 00 66,
fax +48 22 831 64 78
e-mail: [email protected]