Product Development – Designing and Packaging the Product
“Product development is idea generation” – PJ Arañador
Key takeaways:
– cycle of trends
– 3 C’s in design
– SCAMPER
– what is concept
– design culture
– 1-4-3 formula
– line concept planning
– full creative & technical line planning pipeline
– matrix structure guidelines
– e3 framework
– high/low perceive value
– bestselling colors in the world
What is a design?
Design makes our life more beautiful, convenient, easy, practical, organized, enjoyable, and affordable.
Design means business.
Full creative and technical life planning pipeline
Step 1: Design (duration 2-4 weeks)
Involves:
Kick off meeting
Design boards
Approval of styles
Sourcing
Pattern
Step 2: Prototype (duration 4-10 weeks)
Involves:
3D Prototyping
Revised pattern
Prototype with sources fabric
Pattern revisions
Final prototype
Pattern Grading
Size set
Step 3: Tech Design (duration 2-4 weeks)
Involves:
Tech pack
Final approval
Purchase order
Step 4: Manufacturing (duration 6-10 weeks)
Involves:
Order raw goods
Cutting
Sewing
Packaging
Shipping
Sell your product
SCAMPER is a creativity technique to reorganize your know-how into different ways and to give new entry points to creative problems.
S-substitte (palitan)
C-combine (pagsamahin)
A-adjust (ayusin)
M-modify/magnify (iibahin)
P-put to other uses (gamitin sa ibang paraan)
E-eliminate (tanggalin)
R-reverse (ikutin/baligtarin)
What is concept:
In design there is nothing accidental, everything is intentional
3Cs in design
Clarity of intent
Consistency
Continuity
143 Formula
Sell ONE single product you can produce in FOUR days times THREE mark-up
Tips on innovative product and service development
- Identify export winner products.
They are desirable quality products that can expand your business for world market
Line concept planning
Develop a line or a matrix structure guidelines
Developing a line shows a series of items with options. Options make selling easier.
Too much options is an overkill. Employ inter-active selling
Themes make a line planning development easier, quicker - Select an inspiration
- About colors
Color are categorized as: High perceive value or low perceive value (Elementary colors)
Best selling classic colors are:
Light neutrals
Dark neutrals including black, hues of brown like butter chocolate, hues of blue like midnight blue, navy, indigo, or ultramarine;
Non-Neutrals such as red in fire truck fiery red - Top 3 best selling colors in the world:
light Neutrals – white, off-white, beige, cream, ecru, sand
Navy blue – nautical blue, indigo, dark blue, denim blue
Red – the only “color” - Typical finishing taste:
Wester color preferences are matte or semi gloss, distressed or patinated, and stained/dyed/wash
Filipino color preferences are glossy or very shiny, clean, and painted
Go for clean, modern pieces that live simple, look relaxed, and sophisticated all in the same beat,
Ideas and Research
Understand marketing concept
Search environment for information
Observe consumer
Compile color library
Analyze competitor garments
Line Conceptualization
Sketch garment ideas
Evaluate and specify fabrics
Approve color
Approve patterns
Decide optimum design solution
Conduct slush meeting
Preparation for production
Produce sewn samples
Create specifications and sample package
Evaluate sewability of fabric and trim
test textile piece good
Create production patterns
Approve maker
Market preparation
Prepare duplicate or road samples for market
Verify specifications correctness
evaluate sample appearance
Review marketing strategies with sales staff
Ship to market
Product Development – Marketing
Myrna Bituin’s deck
Online selling is todays the name of the game. Create stories that can interest buyers like the wood you use is coming from legitimate forest that you have green, coming for the environment and protecting our Philippine trees.
Business organization like Philippine Exporters Confederation, Philippine Chamber of Commerce and iNdustry can also be tap for assistance and organizing projects.
Are your products ready for marketing?
Identify target market available
Connect program with government agencies like Department of Trade and Industry, CITEM and Design Center of the Philippines
DTI – for local market, regional shows are being held in big malls in Manila for exposure to direct local consumers and interior designers.
CITEM – organizes yearly international shows here and abroad for foreign buyers
DCP – assist small business for product development and design
Product Development – New Product Development & Brand Improvement
Chiqui Veneracion & Myrna Sunico’s deck
Empathize. Learn bout the audience
Define. Sharpen key questions
Ideate. Brainstorm and create solutions
Prototype. Build representations of one or more ideas
Test. Test ideas and gain user feedback
Concept Development and Testing
Product ideas: Possible product that company may offer to the market.
Product concept: A detailed version of the idea stated in meaningful consumer terms
– who will use the product
– what primary benefits should this product provide
– when will this product be consumes
Concept testitng: Presenting the concept to target consumers, physically or symbolically, and getting their reactions/feedback
Marketing Strategy Development
Understanding customer
Analyse the market
Analyse the competition
Research distribution channels
Define marketing mix
Analyse the financials
Review and revise
Business Analysis
This stage will decide whether the project is beneficial from financial and marketing point of view and matches the company’s objectives.
In business analysis:
Estimate likely selling price based upon competition and customer feedback.
Estimate sales volume based upon size of market.
Estimate profitability and break-even point.
Market testing involves placing a product for sale in one or more selected areas and observing its actual performance under the proposed marketing plan.
Methods for market testing:
Sales wave research
Simulated test marketing
Controlled testing marketing
Test markets
Commercialization
In launching new product in the marketplace the following decisions are taken:
When to launch (Timing)
Where to launch (Geography Strategy)
To whom (Target-Market Products)
How to launch (Introductory market Strategy)
Creative mindset (Intellectual Property)
Excellent product quality mindset
Integrity and ethics
To maintain or gain the competitive image in the market
Change the customer needs: to bring the changes in the consumer needs
Brand Improvement
To produce goods and services with best quality
It helps in providing maximum customer satisfaction
To replace declining product and take advantage pf the new technology
To maintain/increase market share with competitive advantages
To fill the gap in the market
References:
PJ Arañador
Chiqui Veneracion
Business Development Mentor
Myrna Sunico
Design Consutant
Dr. Annabelle V. Briones
DOST-ITDI
Department of Science and Technology – Philippine Council for Agriculture, Aquatic and Natural Resources Research and Development (DOST -PCAARRD)
International School of Sustainable Tourism (ISST)
University of Philippines Institute for Small-Scale Industries (UP ISSI)
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