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An Overview of the Design Process

An Overview of the Design Process. The Main Steps Coming with the CBP (Core Benefit Proposition) Psychological Positioning of these benefits in a Joint Space of of Competing Products and Customer ideal brands or vectors

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An Overview of the Design Process

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  1. An Overview of the Design Process The Main Steps Coming with the CBP (Core Benefit Proposition) Psychological Positioning of these benefits in a Joint Space of of Competing Products and Customer ideal brands or vectors Supporting the Psychological (Perceptual ) positioning in terms of physical features and ingredients

  2. The Design Process Components in the Process: • Opportunity Indentification • Consumer Measurement • Models of Consumers • Prediction of Market Behavior • Evaluation • Refinement

  3. Final Output • Target market and customer segment • CBP • Psychological Positioning • Support by Physical Characteristics • Initial Strategies for the marketing mix

  4. Key Points • A product is both a psychological entry and Psychological Positioning • Design is interactive • Prediction and Understanding • Fit between analysis level and strategic decision • Blending Managerial judgment with qualitative and quantitative techniques

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