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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
CHAPTER 12p. 362-383
CHAPTER 14p. 426-446
CHAPTER 15p. 456-473
CHAPTER 16p. 484-501
CHAPTER 17p. 516-537
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
Source: www.tomdixon.net
TOM DIXONMISSION
COMPANY ANALYSIS
Source: www.tomdixon.net
TOM DIXONDESIGNER
COMPANY ANALYSIS
Source: www.tomdixon.net
TOM DIXONCOLLECTION
COMPANY ANALYSIS
LIGHTS
TABLES
CHAIRS
UPHOLSTERY
ACCESSORIES
Source: www.moooi.com
MOOOISTORY
COMPANY ANALYSIS
Source: www.moooi.com
MOOOIMISSION
COMPANY ANALYSIS
Source: www.moooi.com
MOOOIDESIGNERS
COMPANY ANALYSIS
Source: www.moooi.com
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
Source: Company Internal Source Note: Numbers disguised
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
ANALYSIS ASSESSMENT ACTION
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
Source: Company Internal Source Note: Numbers disguised
CREATIVITY
ANALYSIS ASSESSMENT ACTION
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
Source: Company Internal Source Note: Numbers disguised
INVESTMENT
ANALYSIS ASSESSMENT ACTION
MARKETING ANALYSIS
INVESTMENT ANALYSIS(CONSUMER)
PORTFOLIO TARGETS AND RESOURCES RELATIONSHIP
INVESTMENT DEFINITION
Source: Company Internal Source Note: Numbers disguised
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
Source: Company Internal Source Note: Numbers disguised
DISTRIBUTION OVERLAPS
SALES ANALYSIS
TOM DIXON MOOOI
AREA MIX
ANALYSIS ASSESSMENT ACTION
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
Source: Company Internal Source Note: Numbers disguised
CHANNEL MIX
ANALYSIS ASSESSMENT ACTION
SALES ANALYSIS
SALES BREAKDOWN BYCHANNEL
CHANNEL PERFORMANCE TARGET DEFINITIONBY CHANNEL
Source: Company Internal Source Note: Numbers disguised
CHANNEL MIX
SALES ANALYSIS
TOM DIXON MOOOI