Product design, life cycle and differentiation

Overview

The design mix of function, aesthetics and cost, the phases of the product life cycle, extension strategies such as new flavours, and why product differentiation matters.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   What is the design mix?

   Model answer

   The design mix is the combination of function, aesthetics and cost that shapes a product's design. A successful design balances all three for its target market.

2. 2

   What does function mean in the design mix?

   Model answer

   Function is how well a product does the job it is designed for. Function covers reliability, ease of use and durability.

3. 3

   What does aesthetics mean in the design mix?

   Model answer

   Aesthetics is how a product appeals to the senses, such as its look, feel, taste or smell. Aesthetics matters most for fashion and luxury goods.

4. 4

   Why is cost part of the design mix?

   Model answer

   The cost of making a product must be low enough for it to sell at a profitable price. A costly design may price the product out of its target market.

5. 5

   Which element of the design mix matters most for a budget supermarket's own-brand products?

   Model answer

   Cost matters most, as the products must be cheap to make and sell. Function must still be acceptable, but aesthetics are kept simple.

6. 6

   What is the product life cycle?

   Model answer

   The product life cycle shows the stages a product passes through from launch to withdrawal. Sales and profit change at each stage.

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