Product design

1. Alex Nguyen MKTG 450 FALL 2010 Product design

2. Emporio Armani Men's Leather Watch • This is the EmporioArmani Men's Stainless Steel and Brown Leather Watch, a recent purchase of mine. What appeals to me regarding its design is its minimalist/classical style with visually pleasing contrast between the dark brown leather band, the silver casing, and the bronze face. Also Emporio Armani is a very well-known international brand of style and quality, so its logo on the face adds more appeal and style to the watch. • The EmporioArmani Men's Watch is likely targeted to the affluent customer segment who has the money to pay for the high premium this brand demands. Emporio Armani is an internationally recognized brand of style and quality, so primarily only the wealthy buy their products. A secondary customer segment would be consumers like me who can’t really afford their products, but if a deal comes along, will purchase their products for I seek the status and style this brand provides. • The purpose of the watch is essentially to provide the user with the time and date. Functionally, it also meets the need of being a wardrobe accessory that the user can use to differentiate their style with those around them. The brand also acts as a status symbol that meets the need of the user to show their wealth and/or style with this product. • The developer designed this product with the assumption that demand still exist for this classical style watch. • Stakeholders: • Investors – provide funding for Emporio Armani’s operations. • Manufacturers – Produce the Emporio Armani efficiently and effectively to meet demand. • Retailers – Selective retailers need to optimize the delivery of the Emporio Armani watch to targeted consumers. • Customers/Consumers – Purchase the Emporio Armani watch if it satisfies their need(s). • Emporio Armani products generally are very successful for they serve a very niche, but profitable, industry of luxury goods. This watch is still being sold by Emporio Armani, so it’s an indication that this watch still has demand and is successful in the international market.

3. Sony Bravia NX800 HDTV • This is the Sony Bravia NX800, a very unique slim monolithic design HDTV whose main appeal is its form. It has a very sleek and minimalist design, but contains all the latest technology including Edge LED backlight, BRAVIA Engine 3 video processor, and built-in WiFi. It is the coolest looking HDTV design I have seen yet. • The Sony Bravia NX800 HDTV’s targeted customer segments would be consumers who are willing to pay the premium for the unique design that this product has to offer. Functionally, it does nothing several competitors’ device cannot, so its unique monolithic design is its main market appeal. • Aside from providing the functions of a HDTV, The Sony Bravia NX800 meets the design needs of this customer who value aesthetics and/or its slim design. Its unique design likely fulfills the statement of the customer who wants to be different and have products in their home that matches this ideal. • The developer designed the Sony Bravia NX800 HDTV with the assumption that there existed a market of consumers who would be drawn to the product’s unique design and would pay a premium for it. • Stakeholders: • Investors – provide funding for Sony’s operations. • Manufacturers – Produce the Sony Bravia NX800 HDTV efficiently and effectively to meet demand. • Retailers – Optimize the delivery of the Sony Bravia NX800 HDTV to consumers. Able to answer questions regarding’s the product’s features. • Customers/Consumers – Purchase the Sony Bravia NX800 HDTV if it satisfies their need(s). • The Sony Bravia NX800 HDTV got good reviews by critics, so likely it was meet with success as a unique option among HDTVs for consumer seeking an edgy looking product. It is still being sold today, so that is a good indication that a demand for the product still exist.

4. Nintendo 3DS • This is the Nintendo 3DS, the newest handheld gaming system launching in March 2011. Its most distinguishing feature is its auto-stereoscopic 3D effect display without the need of 3D glasses. I really like its streamlined design that works off its predecessor’s – the Nintendo DS – clamshell design and additional functionality with a bigger, higher resolution screen, two cameras, and additional control buttons. • Its targeted customer segments are primarily hardcore gaming consumers consisting of children, teens, and young adults; who value the hedonic stimuli and technological attributes of the Nintendo 3DS. • The Nintendo 3DS satisfies the hedonic needs of this customer segments with its in-depth games utilizing innovative technology to provide an unprecedented experience. Its multimedia functionality will appeal to the secondary target market of casual gamers which includes adult women, parents, and seniors. • The developer designed the Nintendo 3DS with a similar built as the Nintendo DS to build on its established brand, but added significant new features to meet the growing needs of handheld gamers. It satisfies the technological need of its consumers with its sleeker design, more button controls, and an unprecedented 3D display. • Stakeholders: • Investors – provide funding for Nintendo’s operations. • Manufacturers – Produce the Nintendo 3DS efficiently and effectively to meet demand. • Retailers – Optimize the delivery of the Nintendo 3DS to targeted consumers. Able to answer basic questions about it. • Customers/Consumers – Purchase the Nintendo 3DS if it satisfies their need(s). • The Nintendo 3DS has not launched yet, but the buzz around the product is very high among the gaming community. Nintendo has had immense success with the Nintendo DS, selling over 132 million units worldwide , so its successor is in good hands to have similar success.

5. J.Crew Bowery Messenger Bag • This is the J.CrewBowery Messenger Bag, another recent purchase of mine. What appeals to me regarding its design is its military-influenced style with visually pleasing contrast between the dark brown leather strapsand the hickory-colored canvas bag. It’s very functional with many compartments for my school and personal items. Also J.Crew is well-known brand of style and quality, so I trust that it will last-long • The J.Crew Bowery Messenger Bag is likely targeted to the brand’s middle-high income customer segment that likes the nautical-styling and has the money to pay for the premium this brand demands. Everything J.Crew sells fit within a certain style, so it’s easy for customers to match their items with one another into a full wardrobe, saving the trip to other retailers. • The purpose of the messenger bag is to carry things in its various compartments. Functionally, it also meets the need of being a wardrobe accessory that the user can use to differentiate their style with those around them. The brand also acts as a status symbol that meets the need of the user to show-off their wealth and/or style with this product. • The developer designed this product with the assumption that demand still exist for it after last fall’s sale and J.Crew brand for style and quality will help it differentiate itself from competitors’ products of similar style. • Stakeholders: • Investors – provide funding for J.Crew’soperations. • Manufacturers – Produce the J.Crew Bowery Messenger Bag efficiently and effectively to meet demand. • Retailers – Corporate B&M stores need to optimize the delivery of the J.Crew Bowery Messenger Bag to targeted consumers. • Customers/Consumers – Purchase the J.Crew Bowery Messenger Bag if it satisfies their need(s). • The J.Crew Bowery Messenger Bag appears to be a successful product being a returning item from last fall’s line of accessories and it being sold out online until November.

6. Apple iPod Nano 6G • This is Apple iPod Nano sixth generation (6G), the latest iteration of the popular Nano line in the iPod media player family. I like this iteration of the iPod Nano the most for it incorporates the compact design of the iPod Shuffle, but retains its Nano functionality with the added technology of a multi-touch screen control interface. • Being its sixth iteration, the Apple Nano 6G will likely target the same tech-savvy, young segment that the Apple brand appeals to and have likely already purchased an iPod product before. The drastic redesign of the Nano 6G will provide a good incentive for consumers to upgrade their old Nano to this newest iteration. • The iPod Nano has always met the needs of consumers who desire the high portability of the iPod Shuffle, but includes the functionality of the bigger iPod Classic/Touch. With the added multi-touch screen, the Nano 6G has gain a distinctive feature from the previous Nanos that allows for easier control. • The developer designed the iPod Nano as a hybrid of the iPod Shuffle and the iPod Touch, seeking to provide the most distinctive features of both products that they assumed were most desired by consumers. • Stakeholders: • Investors – provide funding for Apple’s operations. • Manufacturers – Produce the Apple Nano 6G efficiently and effectively to meet demand. • Retailers – Corporate B&M stores along with selective partnered retailers need to optimize the delivery of the Apple Nano 6G to targeted consumers. Able to answer questions about the product. • Customers/Consumers – Purchase the Apple Nano 6G if it satisfies their need(s). • The Apple Nano 6G has received good reviews by critics and consumers appear to be interested in buying it. This is the first time since getting an iPod Nano 2G years ago that I am interested in buying an iPod Nano again. Many others I have talked to feel the same way, so it’s a good indication that the iPod Nano 6G will be just as successful, if not more, than it past iterations.

7. Apple iPhone 4 • This is Apple iPhone 4, the latest iteration of the hugely popular iPhone product line. Design wise, I wasn’t a big fan of the previous Apple iPhones for it was too curvy for my liking. The drastic redesign of the Apple iPhone 4 streamlined the product to be more rectangular with defined lines and edges. The touch screen of the iPhone 4 also has double the resolution of past iterations, which makes the display much more vivid and appealing. • Being its fourth iteration, the Apple iPhone 4 will likely target the same tech-savvy, young segment that the Apple brand appeals to who likely currently owns or have used an iPhone before. The drastic redesign of the iPhone 4 helps it match aesthetically and technologically to competitors’ products and addressed issues of pervious iterations. This provides a good incentive for current consumers to upgrade their old iPhones while also attracting new users. • The Apple iPhone 4 provides the multi-functional capabilities of past iPhones which have included phone communication, texting, software apps, music, etc. in a redesigned product. Added features such as the second camera allow for new apps to be developed to expand the use of the iPhone 4 beyond that of its past iterations. • The developer designed the iPhone 4 to be more streamlined and compact than its past iterations, while upgrading the hardware with a higher resolution screen display and a second camera to make the iPhone 4 seem more like a new product rather than just an upgrade. The goal of the redesign appears to be matching the iPhone 4 to competitors, whose expanding features have drawn attention away from current and potential iPhone customers. • Stakeholders: • Investors – provide funding for Apple’s operations. • Manufacturers – Produce the Apple iPhone 4 efficiently and effectively to meet demand. • Retailers – Currently exclusive to AT&T, the company must optimize the delivery of the Apple iPhone 4 to targeted consumers and provide adequate wireless phone service to meet their usage. • Customers/Consumers – Purchase the Apple iPhone 4 if it satisfies their need(s). • The Apple iPhone 4 has received mixed reviews by critics with its great aesthetic redesign but poor wireless performance relating to antenna issues. Despite this, the launch of the iPhone proved successful with the general public. People just love the iPhone, despite its flaws. I for one will wait until the next iteration of the Apple iPhone fixes the antenna issue (hopefully), for when it comes to phones, its function over form for me.

8. Crate and Barrel Sloane Leaning Bookcase & Desk • This is the Crate and Barrel Sloane Leaning Bookcase & Desk, another recent purchase of mine. What appeals to me regarding its design is its unique leaning structure. I was looking to get a bookcase and desk as separate pieces, but this combination was too good looking to pass up. Furthermore, C&B is a well-known brand of style and quality and it’s made of mahogany, so I trust that it will last-long. It has become to centerpiece of my room that get the most comments. • The Crate and Barrel Sloane Leaning Bookcase & Desk is likely targeted to the brand’s more upscale, middle/high income customer segment that is willing to pay the premium for this brand’s exclusive design and quality. Everything C&B sells fit within a certain modern style, so it’s easy for customers to match their items with one another into a full room design, saving the trip to other retailers. • The purpose of the Crate and Barrel Sloane Leaning Bookcase & Desk is to hold things on its shelves and function as a desk. Functionally, it also meets the need of being a furniture accessory that the user can use to differentiate their style with those around them. The brand also acts as a status symbol that meets the need of the user to show-off their wealth and/or style with this product. • The developers designed this product with the assumption that their consumers would pay a premium for a unique bookcase/desk combo. That style would be more important to them than function. • Stakeholders: • Investors – provide funding for C&B‘s operations. • Manufacturers – Produce the C&B Sloane Leaning Bookcase & Desk efficiently and effectively to meet demand. • Retailers – Corporate B&M stores need to optimize the delivery of the Crate and Barrel Sloane Leaning Bookcase & Desk to targeted consumers. • Customers/Consumers – Purchase the Crate and Barrel Sloane Leaning Bookcase & Desk if it satisfies their need(s). • The Crate and Barrel Sloane Leaning Bookcase & Desk was quite popular when I purchased it a few months ago when I had to reserve it two weeks in advance before I could pick it up.

9. Samsung BD-P4600 Blu-ray Player • This is Samsung BD-P4600 Blu-ray Player, a very uniquely designed product whose main appeal is its form. It has a very sleek and compact design, touch-sensitive button controls, and is much smaller than the typical Blu-ray player. Its small form allows it to be wall-mounted, something very unique to Blu-ray players. A very visually pleasing product that stands alone in design. • The Samsung BD-P4600 Blu-ray Player’s targeted customer segments would be consumers who value form over function and willing to pay the premium for the unique design and/or the ability to wall mount the device. Functionally, it does nothing several competitors’ device cannot, so its distinguishing features mentioned is its main market appeal. • Aside from providing the functions of a Blu-ray player, the Samsung BD-P4600 Blu-ray Player meets the design needs of this customer who value aesthetics and/or its compact design. Its unique design likely fulfills the statement of the customer who wants to be different and have products in their home that matches this ideal. • The developer designed the Samsung BD-P4600 Blu-ray Player with the assumption that there existed a market of consumers who would be drawn to the product’s unique design and would be willing to pay a premium for that aspect. • Stakeholders: • Investors – provide funding for Samsung’s operations. • Manufacturers – Produce the Samsung BD-P4600 Blu-ray Player efficiently and effectively to meet demand. • Retailers – Optimize the delivery of the Samsung BD-P4600 Blu-ray Player to targeted consumers. Able to answer questions regarding’s the product’s features. • Customers/Consumers – Purchase the Samsung BD-P4600 Blu-ray Player if it satisfies their need(s). • The Samsung BD-P4600 Blu-ray Player got good reviews by critics, so likely it was meet with success as a unique option among Blu-ray players for consumer seeking an edgy looking product. It is still being sold today, so that is a good indication that a demand for the product still exist.

10. Dell Inspiron Mini • This is the Dell Inspiron Mini, Dell’s line of subnotebook/netbook computers. Of the many netbook options out there, the Dell Inspiron Mini is one of the most aesthetically pleasing. It provides both streamlined design and the ability to customize the color of the cover. Despite its small size, it has a 92% full-size keyboard and a vivid 10-inch screen display. It provides essentially all the functionality of a larger laptop in a highly portable design. • With Dell being a higher quality brand, it does carry a higher price tag of $300+. The target customer segment would be for customers seeking a quality netbook with the added reliable customer service Dell is known for. Primary customers would include parents buying for their kids, college students, and business professionals. • The Dell Inspiron Mini provides the critical multi-functionality of laptops including web-surfing, file creation, music, games, etc. in a more compact and lighter product. Although it does lose some features in this smaller form, the netbook provides the critical needs of the niche customer segments that value portability over functionality. • The developer designed the Dell Inspiron Mini to be very aesthetically pleasing, with higher-end specs than cheaper alternatives. It was designed to be a hybrid of form and function to provide a full computer experience without the heavy weight of laptops. A niche product between the smart phone and a full-size laptop. • Stakeholders: • Investors – provide funding for Dell’s operations. • Manufacturers – Produce the computer components efficiently and effectively to meet demand. Primary assembly is done by Dell. • Retailers – Dell’s e-commerce website and selective retailers including Wal-Mart, the retailers must optimize the delivery of the Dell Inspiron Mini to targeted consumers and provide adequate basic information for customers with questions. • Customers/Consumers – Purchase the Dell Inspiron Mini if it satisfies their need(s). • The Dell Inspiron Mini has gotten good reviews from critics and has remained a product line offered by Dell since its launch in 2008 – an indication of its success and profitability. The launch of the Apple iPad poses a threat to the portable appeal of netbooks, but its superior functionally will likely preserve its market appeal for the niche customer segments it serves.

11. Panasonic SC-ZT1 Wireless Home-Speaker System • This is the Panasonic SC-ZT1 Wireless Home-Speaker System, a very uniquely designed product whose main appeal is its form. It has a very sleek and compact design, wireless connection, and is much more compact than the typical home speaker system. A very visually pleasing product that stands alone in design. • The Panasonic SC-ZT1 Wireless Home-Speaker System’s targeted customer segments would be consumers who value form over function and willing to pay a premium for the unique and space-saving design. Functionally, it does nothing several competitors’ device cannot, so its distinguishing features mentioned is its main market appeal. • Aside from proving the functions of a home-speaker system, the Panasonic SC-ZT1 meets the design needs of customers who value aesthetics and/or its compact design. Its unique design likely fulfills the statement of the customer who wants to be different and have products in their home that matches this ideal. • The developer designed the Panasonic SC-ZT1 Wireless Home-Speaker System with the assumption that there existed a market of consumers who would be drawn to the product’s unique design and was willing to pay a premium for this aspect. • Stakeholders: • Investors – provide funding for Panasonic’s operations. • Manufacturers – Produce the the Panasonic SC-ZT1 efficiently and effectively to meet demand. • Retailers – Optimize the delivery of the Panasonic SC-ZT1 to consumers. Able to answer questions regarding’s the product’s features. • Customers/Consumers – Purchase the Panasonic SC-ZT1 Wireless Home-Speaker System if it satisfies their need(s). • The Panasonic SC-ZT1 Wireless Home-Speaker System got good reviews by critics, so likely it was meet with success as a unique option among home-speaker system for consumer seeking an edgy looking product. It is still being sold today, so that is a good indication that a demand for the product still exist.