iPod Video Simpsons Product development idea

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This is my powerpoint presentation i gave at uni for a module on Product Development. Please vote for me if you enjoy the PPT as i won't be getting votes through Twitter or Facebook (much appreciated)

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iPod Video Simpsons Product development idea

  1. 1. “NPD and Customer Satisfaction”<br />Written by Paul Ferguson<br />
  2. 2.
  3. 3.
  4. 4. Where are we now?<br />Introduced in Summer 2007<br />Time magazine ‘Invention of the year’<br />iPhone 3G introduced Summer 2008<br />Released in over 80 countries<br />Over 20 million units sold <br />3rd largest mobile phone manufacturer<br />Where next?<br />
  5. 5. Where do we want to be?<br />Customer-centred culture where the product is the vital ingredient and vehicle in providing customer satisfaction (Trott 1998). <br />
  6. 6. Benefits of Customer Satisfaction<br />Understanding satisfaction helps improve marketing efficiency<br />Repeat purchases<br />Positive reputation and W.O.M <br />Satisfied customers an asset (Griffin and Hauser 1993)<br />“Satisfaction breeds loyalty” (Dacko 2008)<br />Increased profitability<br />Less price-sensitive<br />
  7. 7. Achieving customer satisfaction<br />Long-term customer satisfaction is created through:<br />Creating exceptional value<br />Meeting needs<br />Managing the gap between expectations and performance by: <br />Modest promises<br />Over-delivering<br />
  8. 8. Realistic viable promises<br />iPhones<br />
  9. 9. What do our customers expect from Apple ?<br />Systematic new-product development<br />Innovation & Ingenuity<br />Superior Design<br />High Quality<br />Functionality <br />And more....?<br />
  10. 10. Customer Surveys and Feedback<br />
  11. 11. Nature and Depth of market research<br />Directly - Surveys, complaints and customer feedback<br />Indirectly – Reviews and Online discussion <br />Concentration on internal R&D <br />NPD not influenced too heavily by customer feedback as customers may not know their future needs and wants. (Brassington and Pettitt 2006)<br />Performance needs to exceed expectations<br />Important to surprise, delight and offer more than is expected or imagined. (Jobber 2001)<br />
  12. 12. What we needed to create<br />Unique superior product that offers customers better quality, new features and higher value in use (Kotler et al 2008)<br />Added-value through additional features and improved customer services<br />New product needs to meet and expand on specific consumer needs (Stanley and Stanley 2004).<br />A unique innovative selling point<br />
  13. 13. Idea Generation<br />Problem analysis – Camera limited amongst innovations<br />Benefit structure analysis <br /> Hardware to increase use, and potential use, for phone<br />Software capabilities (can be updated wirelessly via internet)<br />Aim is to increase product life cycle<br />Important that ideas must be viable and able to deliver promises (Kotler et al 2008)<br />
  14. 14. People like taking pictures<br />
  15. 15. The Result:<br />A product development through<br />technological innovation <br />- (From: The Newness Continuum, Hart 1996)<br />
  16. 16.
  17. 17. Features and Attributes<br />
  18. 18. iPhone Video features<br />‘Must Be’ features for contentment response - won’t increase satisfaction above neutral and a lack of them can cause dissatisfaction:<br />Text, voice and email capabilities<br />Internet and 3G additions<br />User-friendly interface<br />‘More is better’ features for pleasure response<br /> - to create positive satisfaction:<br /><ul><li>Extra memory capacity
  19. 19. Longer battery life
  20. 20. 12.2 MP camera</li></ul>(Arnold et al 2004)<br />(Kano Model 2001)<br />
  21. 21. iPhone Video features<br />‘Delighters’ for the delight response -Unexpected characteristics which surprise and create high satisfaction:<br />New Video capabilities<br />New innovative iTag system<br />Face recognition<br />Integrated Wi-Fi<br />Local Wi-Fi connectivity<br />(Kano Model 2001)<br />(Arnold et al 2004)<br />
  22. 22. iTag<br />A jump in performance and versatility<br />
  23. 23.
  24. 24.
  25. 25. Springfield Nuclear Power Plant, Springfield, USA<br />742 Evergreen Terrace<br />Springfield, USA.<br />
  26. 26. “<br />“<br />
  27. 27. Moe’s Tavern, Springfield. 0311 458 234<br />Highway to Hell<br />“<br />“<br />
  28. 28. Queen Live at the Aztec Theatre, Springfield, USA. 20/04/09 <br />
  29. 29.
  30. 30. A ‘Spiderpig’<br />
  31. 31. U.S.P<br />“A Camera for the internet age“<br />
  32. 32.
  33. 33. ????<br />Apu Nahasapeemapetilon<br />Bart Simpson<br />
  34. 34.
  35. 35. iTag Memory Bank<br />
  36. 36.
  37. 37. Ant<br />Dec<br />
  38. 38. Michael Jackson<br />Mark Twain<br />Conan O’Brien<br />Harry Potter<br />
  39. 39. iNtegration<br />
  40. 40. iNtegration<br />Congruence - Tags fully compliant with all photo/video sites<br />Connectivity - Partnerships with Social networking sites<br />
  41. 41.
  42. 42. iNtegration<br />Convenience - Automatic uploading in Wi-Fi area<br />Communication - Alerts for friends when tagged<br />Community - View photos tagged in your area<br />
  43. 43. Availability<br />
  44. 44. Target Market Demographics<br />Affluent 16 to 35 years old<br />Technologically confident<br />Innovators and early adopters<br />Existing Apple users and customers<br />Social networkers i.e. Facebook/MySpace<br />Mobile phone users <br />Design conscious / Cool hunters<br />
  45. 45. Loyal Advocates<br />Aspirational<br />Articulate<br />Design Conscious<br />Happy<br />Sophisticated<br />Social<br />Innovators<br />Early Adopters<br />End Users<br />Satisfied<br />Evangelical<br />Tech savvy<br />Demanding<br />Fashion Conscious<br />Price-insensitive<br />
  46. 46. Privacy Issues<br />
  47. 47. Uncompromising Positions<br />
  48. 48. Post-purchase Satisfaction<br />
  49. 49. Post-purchase<br />After-sales care of customers plays a crucial role in customer satisfaction (Hill et al 1999)<br />- Collecting and analysing customer satisfaction feedback<br /> - Dealing with complaints<br /> - Enable simple interaction with customers<br />
  50. 50. Measuring satisfaction <br />
  51. 51. Collecting Satisfaction Feedback<br />Make it easy for customers to compliment, enquire, suggest or complain. <br />Suggestion boxes – online, instore, with purchase<br />Free-phone helpline<br />Physical shops<br />Helpful knowledgeable staff<br />Incentivised online surveys<br />
  52. 52. Measuring Satisfaction<br />Important to collect information on:<br />Specific evaluation of transaction purchase (Oliver 1993)<br />Cumulative satisfaction with whole experience (Anderson et al 1994)<br />Bench-marking against competition (Waumenn 1995)<br />Confirmation of expectations<br />Comparison to ideals<br />
  53. 53. Measuring satisfaction<br />Problems with measuring satisfaction<br />Self-selection bias (Griffin and Hauser 1993) <br />Greater population variance may lead to greater satisfaction variance<br />Niche satisfaction and self-selection bias need to be understood and not focused upon too heavily <br />Positive emotions with purchase will increase post-purchase satisfaction (Dube and Menon 2000)<br />and....<br />
  54. 54. .... customers may also find it hard to describe their feelings and opinions properly<br />
  55. 55. Measuring Satisfaction<br />Additionally draw on analysis of customers usage and acceptance of new features and software<br />More indirect collection<br />More accurate results<br />Measurable<br /> Quantifiable<br />
  56. 56. Complaints<br />
  57. 57. Disconfirmation, dissonance and complaints<br />Complaints: <br />Dissatisfied customers unlikely to complain<br />Most simply exit/switch suppliers(Baker 2000)<br />Costs and purchase frequency may delay exit/switching but hard to regain once gone<br />Complaints are a common indicator of low customer satisfaction but absence of complaints does necessarily imply high customer satisfaction (Nilsson 2001)<br />Complainants normally a minority and views may be skewed (Leppond and Molyneux 1994)<br />
  58. 58. Disconfirmation, dissonance and complaints<br />Freepost suggestion cards with purchases<br />Suggestion boxes online<br />Suggestion boxes instore<br />National internet forums<br />Apple staff and other advocates to help and advise.<br />
  59. 59. In conclusion<br />
  60. 60. Our Aim:<br />&...<br />
  61. 61. ...A Satisfied Customer<br />
  62. 62. Worst Presentation Ever<br />

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