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Brand + Service (Disney & Ford: Holistic Health)
 

Brand + Service (Disney & Ford: Holistic Health)

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    Brand + Service (Disney & Ford: Holistic Health) Brand + Service (Disney & Ford: Holistic Health) Presentation Transcript

    • BRAND + SERVICE SERV 724 / User-Centered Design for Services Lauren Peters / Prof. Robert BauLauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Concept OverviewHolistic Health IndustryFrom assignment 8, two service concepts were generated fromthe service sector innovation analysis: Health Trucks and aMobile Holistic Health platform. Health Truck Concept Mobile Health ConceptLauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Concept OverviewHolistic Health IndustryFrom assignment 8, two service concepts were generated fromthe service sector innovation analysis: Health Trucks and aMobile Holistic Health platform. Health Truck Concept Mobile Health ConceptLauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Concept OverviewHolistic Health IndustryAssignment 9 focuses on adhering the chosen concept, theMobile Health Platform to both the brands Disney and Ford. Mobile Holistic HealthcareLauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • DISNEY Executive Summary Actual Identity AC2ID Test A once in a lifetime high-cost but Their brand gaps show a weakness in their high-valued variety of immersive pricing strategy when compared to customer entertainment experiences for value. Disney must pay attention to these brand young children and their families. gaps in order to remain a relevant competitor in the amusement park industry. A Many customers are not able to see the value only until after they have experienced Disney. The average Communicated identity is very person views Disney as average value. vague but they must be in order Positioning Statement to market to all customers. Conceived Identity What How I am the only entertainment company that combines products, services, and experiences C C A high-cost and average-valued variety of immersive entertainment for young children and their families. To Whom for children, their parents, friends and family Communicated Identity Where in highly curated amusements parks all over the world A magical family retreat to experience Why that wants to preserve the magic of childhood iconic Disney entertainment for the entire family! It is obvious to all customers that the When in an era of low creativity, high stress, and economic despair. Disney experience is not what they consider affordable at all. Ideal Identity I D The most magical and Positioning Map affordable, ever-changing, and immersive entertainment Desired Identity A magical and affordable variety experience for the entire family. Disney offers family packages and of immersive and innovative Consistent Innovation entertainment experiences for discount rates to seem affordable, but does not add additional park everyone! Disney Park Touchpoints Universal expenses to the equation. Parks Studios Pre Purchase Point of Purchase Post Purchase Narrow Six Flags Wide SummaryAudience Audience Word of Mouth Mobile App Website Disney has done an exceptional job at being the world’s largest Website Social Media Social Media amusement park brand that offers products and services across a wide Advertisements Park Environments Publicity range of touchpoints. Despite discrepancies within their brand identity Social Media Park Employees User Generated Content Paramount in relation to price expectations from customers, competitors strive Marketing Products & Packaging Public Relations Parks Publicity Retail Shops Products & Packaging to match the quality and consistency of their customer service and Brand Personality Brand Personality Service Evidence immersive experiences within their parks. User Generated Content Sensorial Experiences Sensorial Memories Lack of Innovation Brand Personality Lauren Peters | SERV 724 - User Centered Design for Services | Prof. Robert Bau | October 9, 2012 Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Value Proposition“Disney’s dFIT” “For kids and teens that need help building an active lifestyle, dFIT offers health services that are built to support your child in all aspects of their busy lives. Unlike traditional clinics and hospitals, our service provides each child with their own smart healthcare platform that empowers them to make their own health and wellness choices.”Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Positioning Map Premium price“Disney’s dFIT” Nike Fuel Band Withings Personal Community Drive Driven Tinke Fit Bit Jawbone UP dFIT Low priceLauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Service Blueprint “Disney’s dFIT”Physical Computer Shipping box Phone Camera Phone Transport Swag bag Game props PhoneTouchpoints shuttleDigital Interactive Texted event Game results Parent app / Website App tutorialTouchpoints food scale flyer input Kid’s resultsTeen Do first Chooses his Gets on shuttle Attends school Plays interactive Signs up online/ Receive Service interactive Takes picture Go’s home own dinner for to doctor’s appt/ health rally with body challenge Download app Package in mail tutorial/teaches of his dinner to sleep tomorrow get’s his check-up mom & friends game with friends him about healthMom Pays for service, Receives report on Receives his Makes appt for his Attends school Receives an downloads his health status grocery list for check-up/signs up health rally update on his parent’s app and diet dinner for transport with him health and dietFront Stage Practitioner givesEmployee him acupunctureBack Stage Send Service Designs specialEmployee Package in mail event gamesSupport Credit card Outsourced App updateProcesses processing Shipping Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • dFIT Prototyping“Service Scripting”Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • dFIT Prototyping“Service Scripting”Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Service Improvements“Disney’s dFIT” • Have kids build their own characters, who can advance levels as their health improves • Allowing kids to set major goals with friends (making a pact)Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • FORD Executive Summary / by Tiffany Lindeborne CUSTOMER SERVICE Chevrolet 3.7 2.6 1.6 2.3 120 110 100 Chevrolet RANGE OF VEHICLES le d g e Is s ue 3.4 90 Dodge ow sR Kn e so 80 Ford 80 ct Ford Ratings Dodge 70 u lv GMC od ed 60 Pr 70 50 Toyota Number of Vehicles 2.2 1.7 3.1 40 60 34.70 7 1.7 3.3 2.3 7 5 38.69 30 34.2 2 8. 2.7 20 1.6 43.71 Overall Rating 3.8 50 Fr i e nd io n 10 (out of 200) GMC ela t TOTAL # OF 0 Chevrolet 3.7 lin 40 nc es Dodge Ca 120 VEHICLES s 3.1 2.5 110 Ford 30 2.1 100 GMC 5.0 Toyota R e a c h a bilit y 3.6 90 Chevrolet 69 20 80 70 Dodge 85 10 Toyota 60 50 Ford 126 40 0 3.5 30 GMC 20 Cars SUVs Sports Cars Trucks 2.1 20 2.4 Toyota 56 Types of Vehicles 4.0 10 3.5 0 Actual Identity Not coming across as eco- friendly. Safety is a given but there is no real emphasis on it in the advertising. Innovation and Luxury really come across. Most Communicated Conceived assume the more luxurious, the Identity Identity higher the price.Maintainance Services Customer/Employee Relationships se Pre ha Warranties c -P u r Post-Pu Surveys r chas e Brand Offering Brand/Product Vehicle Brochures e Ideal Desired Poin as t-of-Pu rch Promotions (Trade-ins) A reliable, innovative and affordable Magazines Identity Identity brand that offers a variety of Quality Products Advertising safe, high-quality vehicles with Promotions Commercials The brand is struggling outstanding fuel economy, head- Prices Billboards with customer service. turning style and customer focused Customer/Employee Community Involvement Having a majority of the technology to help get the job Relationship vehicles gas does not done, while being environmentally create eco-friendly brand. responsible at the same time. Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Value PropositionFord’s “Living Tree” “For families that want to build a healthy life together, Living Tree offers holistic health services that cater to your family’s busy schedule and long term health goals. Unlike traditional clinics and hospitals, our platform guides each family with their own personalized providers who co-create flexible and easy to follow health plans and include a little friendly family competition.”Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Positioning Map Premium priceFord’s “Living Tree” Nike Fuel Band Withings Living User Tree Group oriented oriented Tinke Jawbone UP Fit Bit Low priceLauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Service Blueprint Ford’s “Living Tree”Physical Kiosk/Tablet Provider Swag bag Tablet Phone Tablet HealthTouchpoints brochure body devicesDigital Introduction Food Grocery ShoppingTouchpoints App Alternatives App AppFamily Arrive at Center, Interactively pick Go home, take Grocery shop for Schedule a Weekend activities App posts which Meet their Weekly Skype call select what they’re their own pictures of all food alternative food weekend are recorded and families at the top personal provider with provider interested in health plan in house options activity plan sent to provider of leaderboardFront Stage Receptionist Provider shows Sends them home Gives them more Receives family Skype w/ familyEmployee greets them them health options w/ homework homework health dataBack StageEmployeeSupport Database saves Database savesProcesses their info their info Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Living Tree Prototyping“Service Scripting”Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Living Tree Prototyping“Service Scripting”Lauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • Service ImprovementsFord’s “Living Tree” • Opportunity to have families compete against one another by surname • Implement a ‘skill-tree’ where families build their skills, get rewarded with relaxation services such as massage & acupuncture • Have special activity days dedicated to certain members of the familyLauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012
    • THANK YOU SERV 724 / User-Centered Design for Services Lauren Peters / Prof. Robert BauLauren Peters | Service Sector Innovation | SERV 724 | Professor Robert Bau | November 8, 2012