Graco Project Final

Leila Jett, Logan George, Jessica Callaghan, Shaquela Russ, Kaizsa

Grant and Katelyn Harvey

ComfortTemp

INTRODUCTION Safety/Comfort Technology used in

cars today Older cars not fit for

comfort

4 ACTION FRAMEWORK

Factors that have been competed on:

•Comfort •Convenience •Safety •Easy to use

4 ACTION FRAMEWORK

Offerings overdesigned to beat competition:Style of seat Companies tend to not over serve, what you pay for is what you get.

What factors should be raised well above industry standards? SafetyMove from a 5pt, 6pt harness system to a 7pt harness system.

4 ACTION FRAMEWORK What offering or service has never been offered before? 1.Climate control seats.

2.Keeps baby, or child in perfect comfort at all times

3.Has built in digital thermometer

RECONSTRUCTED MARKET BOUNDRIES

Path 1: Look across alternative industries

Path 2: Look across strategic groups

Path 3: Look across buyer groups

RECONSTRUCTED MARKET BOUNDRIES

Path 4: look across complementary product and service offerings

Path 5: Look across functional or emotional appeal to buyers

Path 6: Look across time

BIG PICTURE / GOALTake ComfortTemp

technology and apply to more than just car seats.

First the car seat.

Second move to the stroller.Third move to bedding.

BLUE OCEAN REACH BEYOND DEMAND

Three TiersSoon-to-be non-customersEx- Shop at the lowest priced storeRefusing non-customersEx- Loyal to another brandUnexplored non-customersEx- people who do not buy baby products

BLUE OCEAN REACH BEYOND DEMAND

Three TiersSoon-to-be non-customersEx- Our products are safe, valuable, reliable, and quality. Refusing non-customersEx- Be apart of our family.Unexplored non-customers.Ex- perfect gift for friends and relatives.

HURDLES Cognitive Hurdle

Making people aware of the need for a strategic shift and to agree on its causes

Resource Hurdle limited resources questions if a company can use fewer

resources to accomplish their goals, or have the money to spend on necessary changes.

Motivational Hurdle Alert employees to the need for a strategic shift and identify how

it can be achieved with limited resources.

Political Hurdle Focus on Leveraging Angels, Silencing Devils & Getting a Consigliere

STRATEGIC SEQUENCING

Cost:$200 profit

Material and technology

Price: Avg. price $250Our price$400

Buyer Utility:It is unlike anything

made. It is realistic to have.

Adoption:Safety

Affordability

BUILD EXECUTION INTO STRATEGY Building trust Graco established over 60 years Trial on current employees Test group Commercial on safety and testing

All in One and Infant

VALUE PROFIT AND PEOPLE

Cost of technology Overall profit Mothers, grandparents and

friends

RED OCEAN TRAP

Trap #1Misconception that Comfort Temp is about new technology.

Trap #2 Graco created Comfort Temp, so Graco has to be first to the market.

Trap #3 Pretending that Comfort Temp will have no flaws.