Past Sample Student Answer 01

SAMPLE ANSWER 01 ARU

Anglia Ruskin University

Marketing Design and Innovation

MBA Top up / Advanced entry

December 2012

Kindly note that these sample answers have been

developed in lieu of the assessment term mentioned in

the cover page and may not necessarily reflect the

structure that you are required to present in your final

answer. You are advised to use this only for reference

and not as a guideline for structure, content and

presentation.

| Marketing Design and Innovation 1

Anglia Ruskin University Marketing Design and Innovation 2012

IPhone

Study into Its Evolution to Suit Changing Market Needs


Contents Page

1.0 Introduction to Task 1 3 Introduction

1.1 Introduction to Product The iPhone 3 1.1.1 Assignment Problem 3 1.1.2 Assignment Objectives 3

2.0 Continuous Change as a Norm 4 Literature

2.1 Management Theory Review 4 2.2 Ways to Cope With Change 4

See Appendix 1 - Marketing Success and 4

3.0 Product Description IPhone 6 Analysis

See Appendix 2 - iPhone translated by a product onion 6 See Appendix 3 - Service Quality 7

3.2 Customer Perception 7 See Appendix 4 Distinction between Needs and Wants 7

3.3 Product and Service Value 7 3.4 Design, Shape, Color and Imagination 8

See Appendix 5 Design comment from Apples spokesmen 8 3.5 Product Design 8

See Appendix 6 - Design Process 9 3.6 Intellectual Property and Patents 9

See Appendix 7 - Apple v. Samsung Patent-infringement 9 3.7 IPhones Brand Appeal 9 3.8 Brand Excitement in Relation to Other Brands 10 3.9 Brand Value 10 3.10 Competition in Contemporary Market 10

See Appendix 8 - Communicating Your Brand Effectively 11 Conclusion

12

Appendix 1 - Marketing Success and the Level of External Environmental Complexity 13 Appendix

Appendix 2 - iPhone translated by a product onion devised by Philip Kotler 13 Appendix 3 - Service Quality 13 Appendix 3 Distinction between Needs and Wants 14 Appendix 4 Design comment from Apples spokesmen 14 Appendix 5 - Design Process 14 Appendix 6 - Apple v. Samsung Patent-infringement 14 Appendix 7 - Communicating Your Brand Effectively 15 Bibliography

16

Introduction to Task 2 17 Reflective Essay


Introduction

Written critique of the way in which characteristics of the chosen innovative product or service has altered over time in order to suit the changing needs of the market (taking account of the points made on module information).

1.0 Introduction to Task 1

The iPhone has seen change over the few years, in relation to its image, technology and capabilities due to the change of market needs. For this reason the iPhone product has been chosen to be analysed within this assignment.

1.1 Introduction to Product The iPhone

Millions of customers have switched from Apples competitors, Samsung and RIM to their product (including me). This entices me to investigate how/why the iPhone has altered in such a way that has met all these new customers needs. The iPhone is a line of smartphones designed/marketed by Apple. First iPhone was released 2007; the most recent iPhone was released on 2012. There are now six generations of iPhones.

The research problem selected is to investigate how the iPhone has evolved in order to meet the changing market needs. The research questions consist of, what changes have been made in terms of design, do these changes have an effect on their customers and performance and how they have coped against their competitors.

1.1.1 Assignment Problem

All questions incorporated together construct the following objectives, which will be the focal assignment objectives:

1.1.2 Assignment Objectives

By the use of literature explore whether the change is needed to cope with change in

meet markets needs What are the benefits resulted from the changes perceived by customers What were the changes made to make the product so unique How did brand appeal play its role in relation to their competitors


Literature

Continuous change as a norm says companies are like any living organism, must become learning organizations that change and adapt to suit their changing business environment.

2.0 Continuous Change as a Norm

Bill Gates quoted, if you don't practice the change management that looks after the future, the future will not look after you. If you're too focused on your current business, it's hard to look ahead" [Online].Available from: [accessed November 2012]

Kotler (2009) says a market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want. Marketing concept holds that the key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets.

2.1 Management Theory Review

Wants are desires for specific satisfiers of needs. Although peoples needs are few, their wants are many. They are continually shaped and reshaped by social forces and institutions, including churches, schools, families and business corporations. The statement that change is a norm, applies to all successful companies, it is why Apple have been very innovative in their variety of products including the iPhone which in turn tells us that yes change is needed in order to cope with markets needs. As time passes more technology is updated and new resources utilized and etc, thus from a marketing and business point of view it only makes sense to innovate as Gates says, and it is those who innovate very well that get the high level of recognition by clients and customers which leads to increased sales revenue as seen with the iPhone product from 2007 to present. Kotler describes customers with wants and needs, and those attributes are constantly changing due to factors such as economic, social and mental variables. It is why products need to evolve within such variables to suit customers constantly changing wants and needs, a similar theory to the statement made by Gates.

Thompson & Gamble (2010) in The Top Ten Things You Need to Know about Ways to Cope with Rapid Change says The market is a fast paced place full of change and competition. Having the ability to cope with and handle the change can either help or hinder the organizations ability to maintain market share.

2.2 Ways to Cope With Change

The ability to understand changes and cope with the process can make an organization stand out with its consumers as well as its competitors. There are many different ways an organization can go about dealing with the change, such as; respond with differentiation, innovation, and aggressive research and development techniques.


Appendix 1 - Marketing Success and the Level of External Environmental Complexity

Changing a product is all part of its life cycle. It bought into the market, grows and matures and then when the market is tired of the product, it declines out and replaced by something new. Thompson & Gamble (2010) also agree with such a life cycle, as they mention that the market is full of change and competition, and the level of change all depends on how complex the markets needs and wants are as described by Mason (2003). Thus in order to maintain market share, changing to market needs should not be just a necessity but a key to survival.


Analysis

IPhones benefits & value derived by the clients, customers or recipients

A product is A thing that can be offered to satisfy a need or want. It can consist of three components: physical goods, service, and ideas as stated by Philip Kotler. Whereas a service is an act (intangible usually) that one party offers.

3.0 Product Description IPhone

Original iPhone GSM phone, and established design precedents, such as screen

size and button placement iPhone 3G 3G cellular network capabilities and GPS location

iPhone 3GS Faster processor and a higher-resolution camera that could record video at 480p

iPhone 4 Higher-resolution 960 640 retina display, a higher-resolution rear-facing camera and a lower-resolution front-facing camera for video calling

iPhone 4S Added an 8-megapixel camera with 1080p video recording, a dual-core processor, and a natural language voice control system called Siri

iPhone 5 New A6 processor, holds a 4-inch Retina display that is larger than its predecessor's 3.5-inch display

[Online].Available from: [accessed November 2012] IPhone is an integrated mobile phone and media player developed and marketed by Apple made purposely as a consumer good (classed as specialty goods, which as expensive and infrequently purchased) and not an industrial good, combining functions of several electronic gadgets in a single device all with a shared interface and integration between them. Appendix 2 - iPhone translated by a product onion devised by Philip Kotler


[Online].Available from: [accessed November 2012]

Appendix 3 - Service Quality

One needs a mobile phone to communicate for work or personal reasons, but that phone can be of any sort including the house phone. In the 1990s the size of phones was on average big and bulky, with Nokia dominating the phone market. As phones have got a lot slimmer and more pleasing to look at, the need has also become a want from customers perception, as they rather use an iPhone, slim and fast rather than a dial up house phone.

3.2 Customer Perception

The perception that customers, both personal and business have in common is that as time changes so does the norm of having the latest product in the market. The product that seems to be most popular is seen to be something that is wanted by most people, some employers even have benefits such as a new work mobile being the iPhone to attract them to the job, these are some of the values and benefits of constant innovation of a product. In modern day society the want and need is very difficult to distinguish, as some may say they need a phone, which is a true statement but they may also say they need a iPhone due to the functionality such as emails and PDA functions, perception from others to the capabilities it has due to the change in economy, way of living and social differences. Appendix 4 Distinction between Needs and Wants

IPhone has successfully delivered total customer value. They have dominated in product /personnel/service and image value, making their product extremely desirable over the years, thus customers are more likely to give their money to Apple in exchange for their product.

3.3 Product and Service Value

Over the years apple have always been innovative and successful in providing something new for the customers to benefit from, benefits include:

Latest technology Improved and faster processor Improved image

This builds customer value to the company and creates advantage over other competitors. As this product has changed over time, it would be only logical that the services that come with the product evolve in the same rate and manner, such as the technical support. The

IPhone

Make Calls Gaming MP3 Player Video Recording Camera functionality PDA Internet

IPhone Warranty Customer service helpline Free delivery Sales Service.


value for this phone has increased so much that annual sales for the iPhone show customers are willing to pay more in order to be reassured that their product is safe, backed up and etc. It is often dependent on the customer perception of its worth rather than its intrinsic value.

IPhones Uniqueness of Its Design Elements

IPhone 5 is just 7.6 millimeters thin; Apple engineers had to think small. They created a nano-SIM card, which is 44 percent smaller than a micro-SIM. IPhone 5 is 20 percent lighter than iPhone 4S. Never has the telecommunication market seen this level of expert quality been harnessed into phone, thus looking at it you cant resist but perceive the superb chamfer round the display.

3.4 Design, Shape, Color and Imagination

[Online].Available from: [accessed November 2012] The iPhone has changed shape eloquently over the years. It has maintained the same original colour scheme throughout, either white or black which customers are happy with. The shape of the phone has gone from the bulkier/curved phone centered on a 3.5 inches glass multi-touch touchscreen display to the 3GS which retained the design of the 3G, with a glossy plastic back with tapered edges and metal buttons.

Apple redesigned the antenna in the iPhone 4S after some original iPhone 4 users reported signal problems. IPhone 5, redesigned to use an aluminum frame, which allows the phone to resist shattering. [Online].Available from: [accessed November 2012]

Change in shape is due to the constant change in what customers perceive to be stylish. People first wanted a phone that is touch screen but as time went on, more demands were made such as the phone being thin, light weight but now do not mind it being slightly bigger as internet surfing is more easier, as internet on the phone is extremely popular. IPhone has had to take these demands and ensure they change their shape according to the needs of their customer, ensuring their implementation is more stylish then their competitors in respects of design and technology, so the shape, color and usefulness of the phone must all be considered and effective.

Appendix 5 Design comment from Apples spokesmen The imagination put into designing the iPhone enabled it to be the best sellers in the country; thought and consideration has gone into their product which goes well beyond design.

Apple design process is actually an ordinary product development process; the only difference was they made their processes with intense and almost perfect prototypes. Less time spent in sketching but more on building prototypes and mock-ups.

3.5 Product Design


Apple has found that initial prototypes help designers envision their invention from the start. The texture, fitting and appearance are vital in the experience of the consumer. This has led to their phones being relevant and useful for the customer, in terms of all the features the phone has, thus the customer is always happy to either upgrade to either the next new version of the iPhone (rarely do iPhone users switch to another manufacturer) as they are pleased with the outcomes of the design of the phones. [Online].Available from: [accessed November 2012] A design process which us usually used by most companies, is shown in Appendix 6 with more information on design process.

Along with the sheer brilliant design of the iPhone, the intellectual properties that come with it are also that factors that drive the market customers to buy it, such as its brand and the name, which are all protected. As customers now like to own not just the iPhone, but apples mac laptop, iPod, iPad and so on due to the name it represents, which some customers believe says quality and craftsmanship.

3.6 Intellectual Property and Patents

There is a long document in place which patents Apples utility and design features for the iPhone, it ensure their competitors do not replicate any similar ideas into their products created by the apples design team.

Appendix 7 - Apple v. Samsung Patent-infringement

The latest patent being a concept for shaking an iPhone to charge it this evolution is one that the apple team believe is moving towards to the future and adapting to the new technological market, whilst the most innovative idea from Nokia has been that wireless charging is the way of the future. [Online].Available from: [accessed November 2012] Apples iPhone is a registered trademark as well as registering their designs as someone would expect, Apple have also been recognised as one of the best global brands in 2012 (daily telegraph, 2012). Trademarks:

Discourage others from using a trade mark without permission Easier to legal action against people using trademark without permission Allows the owner to sell it, franchise it and etc.

Its brand appeal in relation to competitors in contemporary markets

Brand could be viewed as a personality that differentiates a company, also used to describe a product or service made distinctive by its positioning relative to the competition and by its personality in the context of the target market (Hankinson & Cowling).

3.7 IPhones Brand Appeal


The iPhones falls under the term manufacturer brand. The benefits the iPhone has with branding is that customers find it easier to identify their products, it helps position products in the market and importantly it creates a character for the iPhone and this character has been highly valued by customers which in turn creates loyalty. Other competitors have not been able to build this character with their products as iPhone has done so, as the level of customer loyalty reflects the high number of customers sticking with the iPhone brand. Other benefits are that it defends against competition, such as with Samsung and Blackberry and it helps with positioning and targeting the iPhone product in the telecommunication market.

Most effective factor with branding is the loyalty it promotes within customers. When customers purchase the iPhone they get filled with excitement which is why they keep coming back. Apple have been successful then their competition, Nokia, Samsung and HTC in keeping their customers hyped and on the edge. Despite the fact that Apple has ground breaking unrivaled product, they also have brand appeal, which is just made by excitement and that outlook of whats next.

3.8 Brand Excitement in Relation to Other Brands

Brands that give you physical bliss like Apple with their iPhone, iPad and Mac Books are so pleasing; customers get cognitively attached to them (manufacturer benefit, loyalty). The physical brand Appeal due to engineering marvels are what makes the brand solid, and attractive to people. When you raise the bar, the brand raises with it. Not excepting second best is what makes your customers believe they are purchasing hours and hours of perfection. [Online].Available from: [accessed November 2012]

IPhones brand values are the main driver to victory and are what builds the brand appeal a factor on drawing the majority towards them. Businesses should not infer on what the customer is nor do customers want to be told who they are, the only way is to give customers a brand appeal like no other.

3.9 Brand Value

Apple has delivered the goods on countless occasions with regards to its product ranges; its fair to say that at times, the Apple brand / logo have carried a sizeable chunk of total sales.

Over the past 5-10 years the level of competition for iPhone has varied from going to high level of competition when Apples

3.10 Competition in Contemporary Market


product has not been the market leader to less competition as Apple as gown to dominate the market. The change has come due to the change in market needs, and the iPhone has been able to cater for those needs more well then its competitors. Android is huge, 4G LTE is here and Windows Phone looks enormously assuring, so does this mean that the customers will switch from Apple product? Yes and no, loyal customers will remain and as sales is going up; IPhone is the most sold handset in the UK in 2011.

Reason is because the iPhone is the iPhone and IPhones brand value here represents the additional money that an organisation could earn from its products purely due to its brand name. It is identified that customers are willing to pay more for a brand than a product. However, triumph might not come as simply as it has in years earlier and the aggressive competition might have somewhat to do with that. [Online].Available from: [accessed November 2012]

Appendix 8 - Communicating Your Brand Effectively

Apple has been good at not only promoting their product to their target markets, but also doing so at the right time. During the introduction, growth, maturity and decline of each iPhone.


Conclusion Business to survive within in its target market, it needs to practice innovation and change within its marketing and management system. If iPhone do not their competitors such as Samsung, Nokia and Blackberry will drive them out, offering products and services (newer and better phones) that are more elite then theirs or due to the fact that customers are less willing to buy due to their product being too outdated.

So the conclusion is yes, change is most certainly required to cope with changes within the market, as agreed with theorists such as Gates, Kotler (2009) and Thompson & Gamble (2010), where they all state that without change and innovation there is no future for a company. The iPhone has changed its shape and design over the years a great deal. The phone has changed its image and capabilities according to how the market, technology, economy and social life style have developed. The iPhone has been strong in being most up to date with their technology use and the look of their product e.g. thinner and lighter than any other phone, ensuring they also provide the most up to date functionality, such as retina display within their phones. This encourages loyalty within new and existing customers, as they feel they are buying the finest product that is available in this ever changing market. The changes made to the iPhone during each model were very unique in terms of image and functionality. Currently the iPhone 5 is the thinnest phone in the market, which customers want in their phones. And functionality wise it provides customers with immense power and capability with a touch of a button. IPhones branding helps customers find it easier to identify their products, it creates a character for the iPhone and this character has been highly valued by customers which in turn creates loyalty. Other competitors have not been able to build this character with their products as well as. When customers purchase the iPhone they get filled with excitement which is why they keep coming back to the brand over and over again.

However, success might not come as easily as it has in years previous and the fierce competition might have something to do with that.


Appendix Appendix 1 - Marketing Success and the Level of External Environmental Complexity Mason (2003) from Rhodes University, investigated relationships between marketing success and the level of external environmental complexity and turbulence. His conclusion was that, successful companies in simple and stable environments use stabilising marketing tactics, while more successful companies in complex and turbulent environments use destabilising tactics, regardless of industry habits, management preferences or market sector.

His study was exploratory, using a qualitative, case study technique. Data was collected via depth interviews and document analysis from four companies. [Online].Available from: [accessed November 2012] Appendix 2 - iPhone translated by a product onion devised by Philip Kotler The iPhone can be translated by a product onion devised by Philip Kotler. The core products- level 1, are what apple would like their product to offer buyers, these are all the functionality such as making calls, taking pictures, video recording, internet, gaming and listening to music. The actual product, level 2, is about interpreting the list of core product benefits into a product that people will buy which is the iPhone itself. The augmented product, level 3, is the additional non tangible benefits that a product can offer, such as help lines, and warranty provided by apple that makes the actual product more appealing to buy. [Online].Available from: [accessed November 2012]

IPhone classified as tangible goods with accompanying services e.g. warranty and etc. The service quality for the iPhone has been rated highly, their technical team is rated one of the best in the mobile phone sector.

Appendix 3 - Service Quality

This is all part of service quality, which is one of the factors that must also change over time with the product evolution according to the changing market needs. The support

IPhone

Make Calls Gaming MP3 Player Video Recording Camera functionality PDA Internet

IPhone Warranty Customer service helpline Free delivery Sales Service.


team has evolved from knowing something really simple about this iPhone, to a lot as phone has evolved, promoting positive customer perception in both benefits and value. Appendix 4 Distinction between Needs and Wants A customer either needs a phone or wants a phone for their disposal. The definition of both are; needs are basic living essentials. Kotler (2009) defines needs as a state of deprivation of some basic satisfaction. Needs are common for all human beings and mainly include food, clothing and shelter. While wants are defined as; different ways in which basic needs are satisfied. Whilst needs will be numbered, wants will be unlimited. Wants, such as the iPhone can be triggered by marketers and can be influenced by different social institutions and key figures. Appendix 5 Design comment from Apples spokesmen In regards to shape of the iPhone product an Apple spokesman said: All the images are genuine, even the one where it looks like a busload of Scouts. Thanks to cutting-edge technology smashing the laws of physics, the iPhone 5 will constantly shift on a molecular level becoming big things, small things, inanimate objects and animals. These transformations will happen completely at random and without warning, so that no one can copy the design.

Appendix 6 - Apples Design Process Summary

Study - Mobile phone that is slimmer and best looking than any other on the market, as most other phones on the market has same or similar functionality such as mp3 player. Investigation - By looking at market, company and customer aspects, the design team think of ways of fulfilling the requirement in the study. Research - Research should be undertaken to identify customer needs, market gaps and competitor offerings. Concept - A product concept is an approximate product description of the technology, working principles and the form of the product. The Rough and Prototype - Once the concept is finalised, apple develop a 3 dimensional model of this concept, which they are very good at. Test then Modify - Modifications can be in the form of changes to the design or changes to the concept that has been chosen Implement and Present - At this stage, the engineering staff will create the necessary electrical, mechanical and software components and produce an approximation of the final product Apple have design Guru, 40 year old Jony Ive heads the design team at Apple, reporting directly to the CEO Steve Jobs. Ive's team consist of skills to visualize, communicate and analyse together in a large open studio with little personal space but great privacy in order to deign functions that customers want and need in a phone. Many Apple employees aren't allowed in, for fear they'd catch a glimpse of some upcoming product.


Apple had the last laugh in its epic Apple v. Samsung patent-infringement lawsuit and was awarded $1.051 billion in damages by a California jury.

Appendix 7 - Apple v. Samsung Patent-infringement

Scoring a huge victory over its arch-rival Samsung on Friday, Apple had the last laugh in the epic Apple v. Samsung patent-infringement lawsuit and was awarded $1.051 billion in damages by a U.S. jury. Here's what Samsung said following the verdict. "Today's verdict should not be viewed as a win for Apple, but as a loss for the American consumer. It will lead to fewer choices, less innovation and potentially higher prices. It is unfortunate that patent law can be manipulated to give one company a monopoly over rectangles with rounded corners, or technology that is being improved every day by Samsung and other companies. [Online].Available from: < http://www.ibtimes.com/apple-vs-samsung-lawsuit-how-tech-giants-responded-1-billion-verdict-full-list-infringed-products> [accessed November 2012]

Apple has used the following mediums very effectively to promote the iPhone. Within their marketing process they define who their target market is, the prices and design process of their product and then what the best ways they can communicate to those target markets. They have used mediums such as:

Appendix 8 - Communicating Your Brand Effectively

Advertising within stores, billboards and etc Media such as television and radio Internet Facebook and other popular website Sales promotion and etc


Bibliography

Book and Journals

Kotler (2009) Management Theory Review Thompson & Gamble (2010) The Top Ten Things You Need to Know About Ways to Cope with Rapid Change Mason (2003) Marketing Success and the Level of External Environmental Complexity

Online

[Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: [accessed November 2012] [Online].Available from: < http://www.ibtimes.com/apple-vs-samsung-lawsuit-how-tech-giants-responded-1-billion-verdict-full-list-infringed-products> [accessed November 2012] [Online].Available from: [accessed November 2012]

1

TASK 2

Write a critical reflective essay on your journey of discovery through the module, set within

the context of the learning outcomes. In particular, describe how the course challenged your

thinking, brought you to new and interesting ideas, or concepts, or presented approaches to

the topic with which you may have disagreed.

On a technical course, thoughts rotated in five ways of perception, assessing the instruction

methodology, developing new ideas, evaluating dichotomies and disagreements, as well as

bracing for surprises.

A. Perception

Being on this module could be described as a plateau with intermittent troughs and horizons.

Much patience was required than normally expected for a Masters module, though this may be

attributed to the range of angles from which marketing can be addressed. It was a lengthy

process of organisation, and I often waited for an idea to filter, proverbially falling on paper.

Alternatively, it was a physical move to the keyboard that progressed the assignment; there

were bursts of intricate cohesion, at the other end of the spectrum incremental steps, then in

the middle, times when the work had to be put aside. I chose the subject for investigation, since

the product type is something I have been involved with; and so I expected many highs. Perhaps

a way of implementation or challenges is routine; further, since the innovator had on record that

she endured experiences as any less known chef would, I found my journey of aligning those

experiences to theories and models, to be insightful, and few stones left unturned.

B. Instruction

It was evident resource material was not short in abundance. What was conveyed, was the

marketing design process is a state of flux: the marketing machine is a technical beast that must

be primed, oiled, reviewed, peer-reviewed and reflected upon if there is to be a positive result

from expenses involved. In a good business, things are often changing to remain relevant,

current, cutting edge or unique in some way, to outdo competitors. At the courses end, and

while some aspects of the module seemed like a process of trial and error, I felt I had

deconstructed it, and rebuilt it in a coherent fashion, as it related to my topic. What was also

possible, contrary to some views, was to demonstrate a link between international flair that the

2

innovator has, and the way she approached food as well as its cultural fashions. How the

cupcake was defined, suggests the innovator cannot always be separated from the innovation.

C. New ideas

Considering the range of literature I engaged with, in particular, with regards to what defines a

product and ramifications of market segmentation and distribution, this opened a forum for a

much wider and dynamic approach to marketing design than is often the case, say for example

for a technological gadget. Yet, although the instructor claimed that anything can be sold,

provided there is a good marketing plan based on customers perceived need, I believe whatever

angle is taken, the ideas still fall in a general pool of literature that requires more funnelling,

applications, observations and configuration for refinement. To create new ideas, there should

also be a novel triangulated way of evaluation. I found something new almost every day I visited

the retail shop, though at first glance, it appeared unremarkable. I kept abreast of goings-on in

the media, read the innovators blogs, accepted that each day is different, and tried getting the

whole plot of the cupcakes journey, rather than skeletonise marketing. So, as original module

information and assessment guidelines intimated, it is given that products go through changes. I

saw the innovation, perhaps simply for convenience, growth strategy, or the allure and lucrative

nature of public profiling, morph into a new form that in theory left the original behind.

I also had to be creative if market data wasnt available, and get an approximation of sales by

checking the capacity of cake boxes, the number of empty boxes over a day, and the stream of

customers jostling for space. Simultaneously, I was aware the shop didnt fully represent how

successful or not the cakes were in the market. The lines of market segmentation can be easily

blurred, depending on the platform on which the product is launched, as indicated below.

D. Dichotomies and Disagreements

With change often comes even greater choice. Having access to a best-selling baking book,

baking shows and standardisation in televisions My Kitchen Rules all of which convey

expertise and class, customers who wanted a simple cupcake, can now decide to make them,

how many, and to share them with whomever. One could say the product has diffused but

according to Rogers theory, there can be laggards who have not joined in. I disagree in that

there is an adoption process for any item. The item may not have piqued the interest due to

personal choice, or didnt stimulate the senses enough for interest in the first instance, or may

3

not have passed the re-evaluation phase of the adoption process, or just needs time for more

processing. There are no absolute answers to what may be seen as a marketing hurdle, and the

reasons for non - adoption cannot always be explained by logic.

E. Surprises

What was certainly unexpected, was the idea projected in lectures that every product has a

masculine or feminine slant. If I used the study example of delicately designed, frilly, light and

mostly presentable cakes, and compared observations of patronage over several weeks, I would

be forced to disagree. Not only were men purchasing alone, or with their wives, families or

group of friends, but a male was also serving, packaging and having a chat with comfortable

customers. Further research also indicates that a 51% shareholder and, the company secretary

are male. This reifies some discussions about cost and loss leadership being stronger points, as a

cup of tea and cupcake for 2.60 went down well with either gender.

The ambience of involvement in the cake experience and camaraderie extended by shop staff

was also all inclusive, and indeed some things like the simply attractive display in a very small

space, had to be seen to be believed. Further, although the brand has gone through a change of

name for legal reasons, there is little indication the product is not recognisable: a large group of

French girls amicably hailed it by the original name Ellas! before making an average spend of

4 per person; seemingly it was one of the few words one knew and loved.

F. Summary

While there are successful entrepreneurs who may also be public figures, and importance is

placed on brand identity and equity, value is added if there are open fora, and a plethora of

perspectives available. A good innovator like Ms Pascale, doesnt have all answers; this allows

healthy growth, and a space where innovations expand or contract, ultimately finding a place in

the hearts of faithful and new customers.

WORD COUNT: 1100

Documents

Past Sample Student Answer 01