Embed Size (px)
DESCRIPTION
Part 2B of a multi-part product development case outlined from start to finish.
Citation preview
part 2 b of 7 part Case Study
1 Product development
Luxury brand Case Study
2
Notes
3
Luxury Brand
Business
Development
Case Study Part II B
4
vision 5
create a business offering an upscale brand of unique hardware
vision
6
vision
7
with an emphasis on architecturally
styled product design and innovation
vision
8
for the home market
vision
9
vision
10
for luxury home builders and remodelers
vision
11
Positioning statement 12
the (brand) offers
the most
innovative and
fashionable
designs
Positioning statement
13
Positioning statement
14
Positioning statement
15
creating an emotional experience with consumers
Positioning statement
16
Positioning statement
17
Overall direction 18
Overall direction
19
Overall direction
20
Overall direction
21
design innovative home products
Overall direction
22
Overall direction
23
Overall direction
24
through new keying systems,
materials and computer technology
Overall direction
25
to provide the ultimate in safety and security for family and home offices
Overall direction
26
Overall direction
27
through brand
building,
merchandising,
communication,
service and
events
Overall direction
28
Marketing objective 29
Marketing objective
30
Launch
Marketing objective
31
Marketing objective
32
expands the
premium and
luxury category
Marketing objective
33
market share target
18%
Marketing objective
34
gross sales target
Ninety five million
Marketing objective
35
gross margin target
Total sales
$21.5 $29.3
$48.7
$69.4
$94.6 2004
2005
2006
2007
2008
Growth
62%
Operating income projects
36
Total sales
$1.7
$29.3
$48.7
$69.4
$94.6 2004
2005
2006
2007
2008
Growth
132%
Sales objective (upside)
37
develop a product line, with designs that are
unique to the marketplace, introducing the
products of project parousia into the high
price point market
Scope
scope
38
,
Target markets
39
Product functions
40
french chateau italian Tuscany
craftsmen mediterranean
colonial mountain rustic mediterranean english bronze
Architectural collections
41
success is dependent on establishing our brand as
a serious competitor
in showrooms and with
architects, designers
and consumers
Key to success
42
Needs analysis
43
Needs analysis
44
design, craftsmanship and finish are required features of showroom products
Needs analysis
45
showrooms also require products that are exclusive and are not
sold in retail home centers
Needs analysis
46
the margin requirement is higher for showrooms, due to low volume and higher average overhead
Needs analysis
47
Needs analysis
48
baldwin
residential
mortise
market
share
Present situation
42%
49
Present situation
50
Present situation
51
Present situation
interior matching escutcheons with both knob and lever availability
highly decorative styles with many finish options
large size, one piece handleset escutcheons with large pulls
52
$542 million
Current market
53
Current market
54
Current market
55
Current market
56
mortise products work on 5 mortise case sizes, which include baldwin, accurate, marks and imports. this selection of mortise cases are sufficient and highly technical in production and design
Initial Design Elements
57
critical requirements enclosed case with armored front grade one performance level Interconnect night latch
Initial Design Elements
58
the team has researched and visited mortise lock manufacturers, accurate lock is the only supplier to meet all current criteria, and is capable of supplying the necessary volume
Initial Design Elements
59
Product definition
60
Research Planning
61
Research Planning
mortise case supplier research
62
Make vs. buy
buy mortise case and latches
63
Make vs. buy
64
65 Target customers
Primary customer 66
Primary Target audience
building a new home or
remodeling
67
Primary Target audience
68
women are considered a major
decision-maker for remodel
projects, she visits and researches
the showrooms
Primary Target audience
69
educates herself through
magazines and internet
Primary Target audience
70
looks for
brand name
Primary Target audience
71
Primary Target audience
72
incom
e
Primary Target audience
$150,000 +
73
$500,
000 +
Primary Target audience
74
college
educated
Primary Target audience
75
a f f l u e n t
Primary Target audience
76
Primary Target audience
77
Primary Target audience
78
Primary Target audience
79
Secondary customer 80
Secondary Target audience
81
Secondary Target audience
82
Secondary Target audience
83
Secondary Target audience
84
Secondary Target audience
$100,000 +
85
can be smaller square foot (1,600<), but wants
prestige brands and latest technology
Secondary Target audience
86
college
Secondary Target audience
87
researches, wants the best, know that the value is in what
you pay
Secondary Target audience
88
How do we win ?
89
emotional brand connection (believable proposition)
How do we win ?
90
design board of opinion leaders
(experts in specific styles)
designers , architects, educators
board meets to discuss trends, current product development, new opportunities
How do we win ?
91
How do we win ?
92
How do we win ?
93
expertise in the category
How do we win ?
94
architectural
specifications &
recommendations
How do we win ?
95
distribution & showroom penetration
How do we win ?
96
How do we win ?
97
5 Point program
98
Archetypes Core Values
architecturally inspired hardware & fixtures
99 Core values
100 Product style lifecycle
growth elimination degeneration saturation maturity development introduction
mediterranean colonial
mountain rustic
craftsman tuscany french
english
101 Remodel style market
high
high
low
mid
low
low
high
mid
high
mid
high
low
2002 2003 2004 2005 2006 2007 2008 2009 2010
development
electronics
english
victorian
project execution
tuscan
craftsman
french chateau
contemporary
french country
colonial
mediteranean
mountain
rustic
farmhouse
Product road overview
102
Product roadmap
French chateau collection
103
Product roadmap
Tuscany/Italian villa Collection
104
Product roadmap
Craftsmen Collection
105
Sku recommendation
Recommended sku count
106
Next steps
107
phase 1
108
phase 2
Next steps
109 Next steps
phase 3
Transition
move from the business
plan to phase I to
begin developing
product design and
brand identity
110
Luxury Brand
Business
Development
Case Study Part II B
111
