DG507 Value Propositioning

Group 1: Martijn Bodde | Jelle Dekker | Zehao Cui

11-11-2009

Task Description Analyze consumer insight for Philips

“Perfective” Iron. Formulate consumer insights for project

“DPL17 Where-able to wear”

Philips Perfective Iron

-Philips & Robijn-Price : 90 Euros-Easy to use with cartridge-Cartridge can only be found in electronic stores

Consumer Insights Target Group

Age from 18 to 45. House wives & Employees. People who are willing to spend more on the

ironing. Students are more enthusiastic about it than

employees.

Sources:http://www.marketingonline.nl/topofflop/case03.2004.htmlhttp://archief.fembusiness.nl/2005/11/05/nummer-44/Philips-Sense--Complexity.htm

Consumer Insights

Consumer Insights

Problems of the product Unlike Senseo, users don’t need the cartridges to use the

iron machine. It is too expensive for what it offered.

People chose to go for regular water and not the cartridge Perfective thus became normal iron for people

Product from Philips & Robijn Easy of use

Only enter cartridge and go No problem with chalk

Effective Better ironing results

Efficiency Take less time

Project: Where-able to wear Starting point:

Giving use to product from client -> Textile+light Choice of subject -> Safety for sporty cyclers

Concept: Showing speed by making lighting in clothes and

dynamic.

Consumer Insights Target Group

- Sportive cyclers who care about safety.- Cyclers who are interested in measuring and

showing their speed.- Aging from 18 to 45.- Consumers of existing cycling wears.

Consumer Insights

Thank you!

The End