SAMPLE ANSWER – 01 ARU
Anglia Ruskin University
Marketing Design and Innovation
MBA Top up / Advanced entry
December 2012
Kindly note that these sample answers have been
developed in lieu of the assessment term mentioned in
the cover page and may not necessarily reflect the
structure that you are required to present in your final
answer. You are advised to use this only for reference
and not as a guideline for structure, content and
presentation.
| Marketing Design and Innovation 1
Anglia Ruskin University
Marketing Design and Innovation 2012
IPhone –
Study into Its Evolution to Suit Changing Market Needs
| Marketing Design and Innovation 2
Contents Page
1.0 Introduction to Task 1 3
Introduction
1.1 Introduction to Product – The iPhone 3
1.1.1 Assignment Problem 3
1.1.2 Assignment Objectives 3
2.0 Continuous Change as a Norm 4
Literature
2.1 Management Theory Review 4
2.2 Ways to Cope With Change 4
See Appendix 1 – Marketing Success and… 4
| 3.0 Product Description – IPhone | 6 |
| See Appendix 2 – iPhone translated by a product onion… | 6 |
| See Appendix 3 – Service Quality | 7 |
| 3.2 Customer Perception | 7 |
| See Appendix 4 – Distinction between Needs and Wants | 7 |
| 3.3 Product and Service Value | 7 |
| 3.4 Design, Shape, Color and Imagination | 8 |
| See Appendix 5 – Design comment from Apple’s spokesmen | 8 |
| 3.5 Product Design | 8 |
| See Appendix 6 – Design Process | 9 |
| 3.6 Intellectual Property and Patents | 9 |
| See Appendix 7 – Apple v. Samsung Patent-infringement | 9 |
| 3.7 IPhones Brand Appeal | 9 |
| 3.8 Brand Excitement in Relation to Other Brands | 10 |
| 3.9 Brand Value | 10 |
| 3.10 Competition in Contemporary Market | 10 |
| See Appendix 8 – Communicating Your Brand Effectively | 11 |
| Conclusion | 12 |
| Appendix 1 – Marketing Success and the Level of External Environmental Complexity Appendix |
13 |
| Appendix 2 – iPhone translated by a product onion devised by Philip Kotler | 13 |
| Appendix 3 – Service Quality | 13 |
| Appendix 3 – Distinction between Needs and Wants | 14 |
| Appendix 4 – Design comment from Apple’s spokesmen | 14 |
| Appendix 5 – Design Process | 14 |
| Appendix 6 – Apple v. Samsung Patent-infringement | 14 |
| Appendix 7 – Communicating Your Brand Effectively | 15 |
| Bibliography | 16 |
| Reflective Essay |
Analysis
Introduction to Task 2 17
| Marketing Design and Innovation 3
Introduction
Written critique of the way in which characteristics of the chosen innovative product or
service has altered over time in order to suit the changing needs of the market (taking
account of the points made on module information).
1.0 Introduction to Task 1
The iPhone has seen change over the few years, in relation to its image, technology and
capabilities due to the change of market needs. For this reason the iPhone product has been
chosen to be analysed within this assignment.
1.1 Introduction to Product – The iPhone
Millions of customers have switched from Apple’s competitors, Samsung and RIM to
their product (including me). This entices me to investigate how/why the iPhone has altered
in such a way that has met all these new customer’s needs.
“The iPhone is a line of smartphones designed/marketed by Apple. First iPhone was released
2007; the most recent iPhone was released on 2012. There are now six generations of
iPhones”.
The research problem selected is to investigate how the iPhone has evolved in order to meet
the changing market needs. The research questions consist of, what changes have been
made in terms of design, do these changes have an effect on their customers and
performance and how they have coped against their competitors.
1.1.1 Assignment Problem
All questions incorporated together construct the following objectives, which will be the
focal assignment objectives:
1.1.2 Assignment Objectives
By the use of literature explore whether the change is needed to cope with change in
meet markets needs
What are the benefits resulted from the changes perceived by customers
What were the changes made to make the product so unique
How did brand appeal play its role in relation to their competitors
| Marketing Design and Innovation 4
Literature
Continuous change as a norm says “companies are like any living organism, must become
learning organizations that change and adapt to suit their changing business environment”.
2.0 Continuous Change as a Norm
Bill Gates quoted, “if you don’t practice the change management that looks after the
future, the future will not look after you. If you’re too focused on your current business, it’s
hard to look ahead”
[Online].Available from:
<http://it4b.icsti.su/1000ventures_e/business_guide/innovation_harnessing_bypd.html>
[accessed November 2012]
Kotler (2009) says “a market consists of all the potential customers sharing a particular need
or want who might be willing and able to engage in exchange to satisfy that need or want.
Marketing concept holds that the key to achieving organizational goals consists of being
more effective than competitors in integrating marketing activities toward determining and
satisfying the needs and wants of target markets”.
2.1 Management Theory Review
“Wants are desires for specific satisfiers of needs. Although people’s needs are few,
their wants are many. They are continually shaped and reshaped by social forces and
institutions, including churches, schools, families and business corporations”.
The statement that change is a norm, applies to all successful companies, it is why Apple
have been very innovative in their variety of products including the iPhone which in turn tells
us that yes change is needed in order to cope with market’s needs. As time passes more
technology is updated and new resources utilized and etc, thus from a marketing and
business point of view it only makes sense to innovate as Gates says, and it is those who
innovate very well that get the high level of recognition by clients and customers which leads
to increased sales revenue as seen with the iPhone product from 2007 to present.
Kotler describes customers with wants and needs, and those attributes are constantly
changing due to factors such as economic, social and mental variables. It is why products
need to evolve within such variables to suit customers constantly changing wants and needs,
a similar theory to the statement made by Gates.
Thompson & Gamble (2010) in ‘The Top Ten Things You Need to Know about Ways to Cope
with Rapid Change’ says “The market is a fast paced place full of change and competition.
Having the ability to cope with and handle the change can either help or hinder the
organizations ability to maintain market share”.
2.2 Ways to Cope With Change
“The ability to understand changes and cope with the process can make an
organization stand out with its consumers as well as its competitors. There are many
different ways an organization can go about dealing with the change, such as; respond with
differentiation, innovation, and aggressive research and development techniques”.
| Marketing Design and Innovation 5
Appendix 1 – Marketing Success and the Level of External Environmental Complexity
Changing a product is all part of its life cycle. It bought into the market, grows and matures
and then when the market is tired of the product, it declines out and replaced by something
new. Thompson & Gamble (2010) also agree with such a life cycle, as they mention that the
market is full of change and competition, and the level of change all depends on how
complex the markets needs and wants are as described by Mason (2003). Thus in order to
maintain market share, changing to market needs should not be just a necessity but a key to
survival.
| Marketing Design and Innovation 6
Analysis
IPhone’s benefits & value derived by the clients, customers or recipients
A product is “A thing that can be offered to satisfy a need or want”. It can consist of three
components: physical goods, service, and ideas’ as stated by Philip Kotler. Whereas a service
is an act (intangible usually) that one party offers.
3.0 Product Description – IPhone
| Original iPhone | GSM phone, and established design precedents, such as screen size and button placement |
| iPhone 3G | 3G cellular network capabilities and GPS location |
| iPhone 3GS | Faster processor and a higher-resolution camera that could record video at 480p |
| iPhone 4 | Higher-resolution 960 × 640 retina display, a higher-resolution rear-facing camera and a lower-resolution front-facing camera for video calling |
| iPhone 4S | Added an 8-megapixel camera with 1080p video recording, a dual core processor, and a natural language voice control system called Siri |
| iPhone 5 | New A6 processor, holds a 4-inch Retina display that is larger than its predecessor’s 3.5-inch display |
[Online].Available from: <http://en.wikipedia.org/wiki/IPhone> [accessed November 2012]
IPhone is an integrated mobile phone and media player developed and marketed by Apple
made purposely as a consumer good (classed as specialty goods, which as expensive and
infrequently purchased) and not an industrial good, combining functions of several
electronic gadgets in a single device all with a shared interface and integration between
them.
Appendix 2 – iPhone translated by a product onion devised by Philip Kotler
| Marketing Design and Innovation 7
[Online].Available from: <http://www.learnmarketing.net> [accessed November 2012]
Appendix 3 – Service Quality
One needs a mobile phone to communicate for work or personal reasons, but that phone
can be of any sort including the house phone. In the 1990’s the size of phones was on
average big and bulky, with Nokia dominating the phone market. As phones have got a lot
slimmer and more pleasing to look at, the need has also become a want from customer’s
perception, as they rather use an iPhone, slim and fast rather than a dial up house phone.
3.2 Customer Perception
The perception that customers, both personal and business have in common is that as time
changes so does the norm of having the latest product in the market. The product that
seems to be most popular’ is seen to be something that is wanted by most people, some
employers even have benefits such as a new work mobile being the iPhone to attract them
to the job, these are some of the values and benefits of constant innovation of a product.
In modern day society the want and need is very difficult to distinguish, as some may
say they need a phone, which is a true statement but they may also say they need a iPhone
due to the functionality such as emails and PDA functions, perception from others to the
capabilities it has due to the change in economy, way of living and social differences.
Appendix 4 – Distinction between Needs and Wants
IPhone has successfully delivered total customer value. They have dominated in product
/personnel/service and image value, making their product extremely desirable over the
years, thus customers are more likely to give their money to Apple in exchange for their
product.
3.3 Product and Service Value
Over the year’s apple have always been innovative and successful in providing
something new for the customers to benefit from, benefits include:
Latest technology
Improved and faster processor
Improved image
This builds customer value to the company and creates advantage over other competitors.
As this product has changed over time, it would be only logical that the services that come
with the product evolve in the same rate and manner, such as the technical support. The
IPhone
Make Calls
Gaming
MP3 Player
Video Recording
Camera functionality
PDA
Internet…
IPhone Warranty
Customer service helpline
Free delivery
Sales Service….
| Marketing Design and Innovation 8
value for this phone has increased so much that annual sales for the iPhone show customers
are willing to pay more in order to be reassured that their product is safe, backed up and etc.
It is often dependent on the customer perception of its worth rather than its intrinsic value.
IPhone’s Uniqueness of Its Design Elements
“IPhone 5 is just 7.6 millimeters thin; Apple engineers had to think small. They created a
nano-SIM card, which is 44 percent smaller than a micro-SIM”. IPhone 5 is 20 percent lighter
than iPhone 4S. Never has the telecommunication market seen this level of expert quality
been harnessed into phone, thus looking at it you can’t resist but perceive the superb
chamfer round the display.
3.4 Design, Shape, Color and Imagination
[Online].Available from: <http://www.apple.com/iphone/design> [accessed November 2012]
The iPhone has changed shape eloquently over the years. It has maintained the same
original colour scheme throughout, either white or black which customers are happy with.
The shape of the phone has gone from the bulkier/curved phone “centered on a ‘3.5 inches
glass multi-touch touchscreen display to the 3GS which retained the design of the 3G, with a
glossy plastic back with tapered edges and metal buttons”.
“Apple redesigned the antenna in the iPhone 4S after some original iPhone 4 users
reported signal problems”. IPhone 5, redesigned to use an aluminum frame, which allows
the phone to resist shattering’.
[Online].Available from: <http://en.wikipedia.org/wiki/IPhone> [accessed November 2012]
Change in shape is due to the constant change in what customers perceive to be stylish.
People first wanted a phone that is touch screen but as time went on, more demands were
made such as the phone being thin, light weight but now do not mind it being slightly bigger
as internet surfing is more easier, as internet on the phone is extremely popular.
IPhone has had to take these demands and ensure they change their shape according
to the needs of their customer, ensuring their implementation is more stylish then their
competitors in respects of design and technology, so the shape, color and usefulness of the
phone must all be considered and effective.
Appendix 5 – Design comment from Apple’s spokesmen
The imagination put into designing the iPhone enabled it to be the best sellers in the
country; thought and consideration has gone into their product which goes well beyond
design.
“Apple design process is actually an ordinary product development process; the only
difference was they made their processes with intense and almost perfect prototypes. Less
time spent in sketching but more on building prototypes and mock-ups”.
3.5 Product Design
| Marketing Design and Innovation 9
Apple has found that initial prototypes help designers envision their invention from
the start. The texture, fitting and appearance are vital in the experience of the consumer.
This has led to their phones being relevant and useful for the customer, in terms of all the
features the phone has, thus the customer is always happy to either upgrade to either the
next new version of the iPhone (rarely do iPhone users switch to another manufacturer) as
they are pleased with the outcomes of the design of the phones.
[Online].Available from: <http://appleindustrialdesign.blogspot.co.uk/2009/06/apple-design
process.html#!/2009/06/apple-design-process.html> [accessed November 2012]
A design process which us usually used by most companies, is shown in Appendix 6 with
more information on design process.
Along with the sheer brilliant design of the iPhone, the intellectual properties that come with
it are also that factors that drive the market customers to buy it, such as its brand and the
name, which are all protected. As customers now like to own not just the iPhone, but apples
mac laptop, iPod, iPad and so on due to the name it represents, which some customers
believe says quality and craftsmanship.
3.6 Intellectual Property and Patents
There is a long document in place which patents Apples utility and design features for
the iPhone, it ensure their competitors do not replicate any similar ideas into their products
created by the apple’s design team.
Appendix 7 – Apple v. Samsung Patent-infringement
The latest patent being a concept for shaking an iPhone to charge it’ this evolution is
one that the apple team believe is moving towards to the future and adapting to the
new technological market, whilst the most innovative idea from Nokia has been that
wireless charging is the way of the future.
[Online].Available from: <http://bgr.com/2012/09/20/iphone-patent-shake-to-chargebattery-apple/> [accessed November 2012]
Apples iPhone is a registered trademark as well as registering their designs as someone
would expect, Apple have also been recognised as one of the best global brands in 2012
(daily telegraph, 2012). Trademarks:
Discourage others from using a trade mark without permission
Easier to legal action against people using trademark without permission
Allows the owner to sell it, franchise it and etc.
Its brand appeal in relation to competitors in contemporary markets
Brand could be viewed as a personality that differentiates a company, also used to describe
a “product or service made distinctive by its positioning relative to the competition and by its
personality in the context of the target market” (Hankinson & Cowling).
3.7 IPhones Brand Appeal
| Marketing Design and Innovation 10
The iPhones falls under the term manufacturer brand. The benefits the iPhone has with
branding is that customers find it easier to identify their products, it helps position products
in the market and importantly it creates a character for the iPhone and this character has
been highly valued by customers which in turn creates loyalty. Other competitors have not
been able to build this character with their products as iPhone has done so, as the level of
customer loyalty reflects the high number of customers sticking with the iPhone brand.
Other benefits are that it defends against competition, such as with Samsung and
Blackberry and it helps with positioning and targeting the iPhone product in the
telecommunication market.
Most effective factor with branding is the loyalty it promotes within customers. When
customers purchase the iPhone they get filled with excitement which is why they keep
coming back. Apple have been successful then their competition, Nokia, Samsung and HTC in
keeping their customers hyped and on the edge. Despite the fact that Apple has ground
breaking unrivaled product, they also have brand appeal, which is just made by excitement
and that outlook of what’s next.
3.8 Brand Excitement in Relation to Other Brands
“Brands that give you physical bliss like Apple with their iPhone, iPad and Mac Books are so
pleasing; customers get cognitively attached to them (manufacturer benefit, loyalty). The
physical brand Appeal due to engineering marvels are what makes the brand solid, and
attractive to people. When you raise the bar, the brand raises with it. Not excepting second
best is what makes your customers believe they are purchasing hours and hours of
perfection”.
[Online].Available from: <http://beyrouti.tumblr.com/post/31732170665/its-all-aboutbrand-appeal-people-ask-all> [accessed November 2012]
IPhone’s brand values are the main driver to victory and are what builds the brand appeal a
factor on drawing the majority towards them.
Businesses should not infer on what the
customer is nor do customers want to be told
who they are, the only way is to give
customers a brand appeal like no other.
3.9 Brand Value
“Apple has delivered the goods on countless
occasions with regards to its product ranges;
it’s fair to say that at times, the Apple brand /
logo have carried a sizeable chunk of total
sales”.
Over the past 5-10 years the level of
competition for iPhone has varied from going
to high level of competition when Apples
3.10 Competition in Contemporary Market
| Marketing Design and Innovation 11
product has not been the market leader to less competition as Apple as gown to dominate
the market. The change has come due to the change in market needs, and the iPhone has
been able to cater for those needs more well then its competitors.
Android is huge, 4G LTE is here and Windows Phone looks enormously assuring, so does this
mean that the customers will switch from Apple product? Yes and no, loyal customers will
remain and as sales is going up; IPhone is the most sold handset in the UK in 2011.
Reason is because the iPhone is the iPhone and IPhone’s brand value here represents
the additional money that an organisation could earn from its products purely due to its
brand name. It is identified that customers are willing to pay more for a brand than a
product. However, triumph might not come as simply as it has in years earlier and the
aggressive competition might have somewhat to do with that.
[Online].Available from:
<http://www.forbes.com/sites/darcytravlos/2012/09/11/competition-sets-a-high-bar-forapples-iphone-5/> [accessed November 2012]
Appendix 8 – Communicating Your Brand Effectively
Apple has been good at not only
promoting their product to their target
markets, but also doing so at the right
time. During the introduction, growth,
maturity and decline of each iPhone.
| Marketing Design and Innovation 12
Conclusion
Business to survive within in its target market, it needs to practice innovation and change
within its marketing and management system. If iPhone do not their competitors such as
Samsung, Nokia and Blackberry will drive them out, offering products and services (newer
and better phones) that are more elite then theirs or due to the fact that customers are less
willing to buy due to their product being too outdated.
So the conclusion is yes, change is most certainly required to cope with changes
within the market, as agreed with theorists such as Gates, Kotler (2009) and Thompson &
Gamble (2010), where they all state that without change and innovation there is no future
for a company.
The iPhone has changed its shape and design over the years a great deal. The phone has
changed its image and capabilities according to how the market, technology, economy and
social life style have developed. The iPhone has been strong in being most up to date with
their technology use and the look of their product e.g. thinner and lighter than any other
phone, ensuring they also provide the most up to date functionality, such as retina display
within their phones.
This encourages loyalty within new and existing customers, as they feel they are
buying the finest product that is available in this ever changing market.
The changes made to the iPhone during each model were very unique in terms of image and
functionality. Currently the iPhone 5 is the thinnest phone in the market, which customers
want in their phones. And functionality wise it provides customers with immense power and
capability with a touch of a button.
IPhone’s branding helps customers find it easier to identify their products, it creates a
character for the iPhone and this character has been highly valued by customers which in
turn creates loyalty. Other competitors have not been able to build this character with their
products as well as. When customers purchase the iPhone they get filled with excitement
which is why they keep coming back to the brand over and over again.
However, success might not come as easily as it has in years previous and the fierce
competition might have something to do with that.
| Marketing Design and Innovation 13
Appendix
Appendix 1 – Marketing Success and the Level of External Environmental Complexity
Mason (2003) from Rhodes University, investigated relationships between marketing success
and the level of external environmental complexity and turbulence. His conclusion was that,
“successful companies in simple and stable environments use stabilising marketing tactics,
while more successful companies in complex and turbulent environments use destabilising
tactics, regardless of industry habits, management preferences or market sector”.
His study was exploratory, “using a qualitative, case study technique. Data was
collected via depth interviews and document analysis from four companies”.
[Online].Available from: <Biblioteca.universia.net> [accessed November 2012]
Appendix 2 – iPhone translated by a product onion devised by Philip Kotler
The iPhone can be translated by a product onion devised by Philip Kotler. The core productslevel 1, are what apple would like their product to offer buyers, these are all the
functionality such as making calls, taking pictures, video recording, internet, gaming and
listening to music.
The actual product, level 2, is about interpreting the list of core product benefits into a
product that people will buy which is the iPhone itself.
The augmented product, level 3, is the additional non tangible benefits that a product
can offer, such as help lines, and warranty provided by apple that makes the actual product
more appealing to buy.
[Online].Available from: <http://www.learnmarketing.net> [accessed November 2012]
IPhone classified as tangible goods with accompanying services e.g. warranty and etc. The
service quality for the iPhone has been rated highly, their technical team is rated one of the
best in the mobile phone sector.
Appendix 3 – Service Quality
This is all part of service quality, which is one of the factors that must also change
over time with the product evolution according to the changing market needs. The support
IPhone
Make Calls
Gaming
MP3 Player
Video Recording
Camera functionality
PDA
Internet…
IPhone Warranty
Customer service helpline
Free delivery
Sales Service….
| Marketing Design and Innovation 14
team has evolved from knowing something really simple about this iPhone, to a lot as phone
has evolved, promoting positive customer perception in both benefits and value.
Appendix 4 – Distinction between Needs and Wants
A customer either needs a phone or wants a phone for their disposal. The definition of both
are; needs are basic living essentials. Kotler (2009) defines needs as “a state of deprivation of
some basic satisfaction”. Needs are common for all human beings and mainly include food,
clothing and shelter. While wants are defined as; different ways in which basic needs are
satisfied. Whilst needs will be numbered, wants will be unlimited. Wants, such as the iPhone
can be triggered by marketers and can be influenced by different social institutions and key
figures.
Appendix 5 – Design comment from Apple’s spokesmen
In regards to shape of the iPhone product an Apple spokesman said: “All the images are
genuine, even the one where it looks like a busload of Scouts. Thanks to cutting-edge
technology smashing the laws of physics, the iPhone 5 will constantly shift on a molecular
level – becoming big things, small things, inanimate objects and animals. These
transformations will happen completely at random and without warning, so that no one can
copy the design”.
Appendix 6 – Apples Design Process Summary
| Study – Mobile phone that is slimmer and best looking than any other on the market, as most other phones on the market has same or similar functionality such as mp3 player. |
| Investigation – By looking at market, company and customer aspects, the design team think of ways of fulfilling the requirement in the study. |
| Research – Research should be undertaken to identify customer needs, market gaps and competitor offerings. |
| Concept – A product concept is an approximate product description of the technology, working principles and the form of the product. |
| The Rough and Prototype – Once the concept is finalised, apple develop a 3 dimensional model of this concept, which they are very good at. |
| Test then Modify – Modifications can be in the form of changes to the design or changes to the concept that has been chosen |
| Implement and Present – At this stage, the engineering staff will create the necessary electrical, mechanical and software components and produce an approximation of the final product |
Apple have design Guru, “40 year old Jony Ive heads the design team at Apple, reporting
directly to the CEO Steve Jobs.”
Ive’s team consist of skills to visualize, communicate and analyse together in a large
open studio with little personal space but great privacy in order to deign functions that
customers want and need in a phone. Many Apple employees aren’t allowed in, for fear
they’d catch a glimpse of some upcoming product.
| Marketing Design and Innovation 15
“Apple had the last laugh in its epic Apple v. Samsung patent-infringement lawsuit and was
awarded $1.051 billion in damages by a California jury”.
Appendix 7 – Apple v. Samsung Patent-infringement
“Scoring a huge victory over its arch-rival Samsung on Friday, Apple had the last laugh
in the epic Apple v. Samsung patent-infringement lawsuit and was awarded $1.051 billion in
damages by a U.S. jury. Here’s what Samsung said following the verdict”.
“Today’s verdict should not be viewed as a win for Apple, but as a loss for the American
consumer. It will lead to fewer choices, less innovation and potentially higher prices. It is
unfortunate that patent law can be manipulated to give one company a monopoly over
rectangles with rounded corners, or technology that is being improved every day by
Samsung and other companies”.
[Online].Available from: < http://www.ibtimes.com/apple-vs-samsung-lawsuit-how-techgiants-responded-1-billion-verdict-full-list-infringed-products> [accessed November 2012]
Apple has used the following mediums very effectively to promote the iPhone. Within their
marketing process they define who their target market is, the prices and design process of
their product and then what the best ways they can communicate to those target markets.
They have used mediums such as:
Appendix 8 – Communicating Your Brand Effectively
Advertising – within stores, billboards and etc
Media – such as television and radio
Internet – Facebook and other popular website
Sales promotion and etc
| Marketing Design and Innovation 16
Bibliography
Book and Journals
Kotler (2009) Management Theory Review
Thompson & Gamble (2010) ‘The Top Ten Things You Need to Know About Ways to Cope
with Rapid Change’
Mason (2003) Marketing Success and the Level of External Environmental Complexity
Online
[Online].Available from: <http://en.wikipedia.org/wiki/IPhone> [accessed November 2012]
[Online].Available from:
<http://it4b.icsti.su/1000ventures_e/business_guide/innovation_harnessing_bypd.html>
[accessed November 2012]
[Online].Available from: <http://en.wikipedia.org/wiki/IPhone> [accessed November 2012]
[Online].Available from: <http://www.learnmarketing.net> [accessed November 2012]
[Online].Available from: <http://www.apple.com/iphone/design> [accessed November 2012]
[Online].Available from: <http://appleindustrialdesign.blogspot.co.uk/2009/06/apple-design
process.html#!/2009/06/apple-design-process.html> [accessed November 2012]
[Online].Available from: <http://bgr.com/2012/09/20/iphone-patent-shake-to-chargebattery-apple/> [accessed November 2012]
[Online].Available from: <http://beyrouti.tumblr.com/post/31732170665/its-all-aboutbrand-appeal-people-ask-all> [accessed November 2012]
[Online].Available from:
<http://www.forbes.com/sites/darcytravlos/2012/09/11/competition-sets-a-high-bar-forapples-iphone-5/> [accessed November 2012]
[Online].Available from: <http://www.learnmarketing.net> [accessed November 2012]
[Online].Available from: < http://www.ibtimes.com/apple-vs-samsung-lawsuit-how-techgiants-responded-1-billion-verdict-full-list-infringed-products> [accessed November 2012]
[Online].Available from: <Biblioteca.universia.net> [accessed November 2012]
1
TASK 2
Write a critical reflective essay on your journey of discovery through the module, set within
the context of the learning outcomes. In particular, describe how the course challenged your
thinking, brought you to new and interesting ideas, or concepts, or presented approaches to
the topic with which you may have disagreed.
On a technical course, thoughts rotated in five ways of perception, assessing the instruction
methodology, developing new ideas, evaluating dichotomies and disagreements, as well as
bracing for surprises.
A. Perception
Being on this module could be described as a plateau with intermittent troughs and horizons.
Much patience was required than normally expected for a Master’s module, though this may be
attributed to the range of angles from which marketing can be addressed. It was a lengthy
process of organisation, and I often waited for an idea to filter, proverbially falling on paper.
Alternatively, it was a physical move to the keyboard that progressed the assignment; there
were bursts of intricate cohesion, at the other end of the spectrum incremental steps, then in
the middle, times when the work had to be put aside. I chose the subject for investigation, since
the product type is something I have been involved with; and so I expected many highs. Perhaps
a way of implementation or challenges is routine; further, since the innovator had on record that
she endured experiences as any less known chef would, I found my journey of aligning those
experiences to theories and models, to be insightful, and few stones left unturned.
B. Instruction
It was evident resource material was not short in abundance. What was conveyed, was the
marketing design process is a state of flux: the marketing machine is a technical beast that must
be primed, oiled, reviewed, peer-reviewed and reflected upon if there is to be a positive result
from expenses involved. In a good business, things are often changing to remain relevant,
current, cutting edge or unique in some way, to outdo competitors. At the course’s end, and
while some aspects of the module seemed like a process of trial and error, I felt I had
deconstructed it, and rebuilt it in a coherent fashion, as it related to my topic. What was also
possible, contrary to some views, was to demonstrate a link between international flair that the
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innovator has, and the way she approached food as well as its cultural ‘fashions’. How the
cupcake was defined, suggests the innovator cannot always be separated from the innovation.
C. New ideas
Considering the range of literature I engaged with, in particular, with regards to what defines a
product and ramifications of market segmentation and distribution, this opened a forum for a
much wider and dynamic approach to marketing design than is often the case, say for example
for a technological gadget. Yet, although the instructor claimed that anything can be sold,
provided there is a good marketing plan based on customer’s perceived need, I believe whatever
angle is taken, the ideas still fall in a general pool of literature that requires more funnelling,
applications, observations and configuration for refinement. To create new ideas, there should
also be a novel triangulated way of evaluation. I found something new almost every day I visited
the retail shop, though at first glance, it appeared unremarkable. I kept abreast of goings-on in
the media, read the innovators blogs, accepted that each day is different, and tried getting the
whole plot of the cupcakes’ journey, rather than skeletonise marketing. So, as original module
information and assessment guidelines intimated, it is given that products go through changes. I
saw the innovation, perhaps simply for convenience, growth strategy, or the allure and lucrative
nature of public profiling, morph into a new form that in theory left the original behind.
I also had to be creative if market data wasn’t available, and get an approximation of sales by
checking the capacity of cake boxes, the number of empty boxes over a day, and the stream of
customers jostling for space. Simultaneously, I was aware the shop didn’t fully represent how
successful or not the cakes were in the market. The lines of market segmentation can be easily
blurred, depending on the platform on which the product is launched, as indicated below.
D. Dichotomies and Disagreements
With change often comes even greater choice. Having access to a best-selling baking book,
baking shows and standardisation in television’s “My Kitchen Rules” all of which convey
expertise and class, customers who wanted a simple cupcake, can now decide to make them,
how many, and to share them with whomever. One could say the product has diffused but
according to Roger’s theory, there can be laggards who have not joined in. I disagree in that
there is an adoption process for any item. The item may not have piqued the interest due to
personal choice, or didn’t stimulate the senses enough for interest in the first instance, or may
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not have passed the re-evaluation phase of the adoption process, or just needs time for more
processing. There are no absolute answers to what may be seen as a marketing hurdle, and the
reasons for non – adoption cannot always be explained by logic.
E. Surprises
What was certainly unexpected, was the idea projected in lectures that every product has a
masculine or feminine slant. If I used the study example of delicately designed, frilly, light and
mostly presentable cakes, and compared observations of patronage over several weeks, I would
be forced to disagree. Not only were men purchasing alone, or with their wives, families or
group of friends, but a male was also serving, packaging and having a chat with comfortable
customers. Further research also indicates that a 51% shareholder and, the company secretary
are male. This reifies some discussions about cost and loss leadership being stronger points, as a
cup of tea and cupcake for £2.60 went down well with either gender.
The ambience of involvement in the cake experience and camaraderie extended by shop staff
was also all inclusive, and indeed some things like the simply attractive display in a very small
space, had to be seen to be believed. Further, although the brand has gone through a change of
name for legal reasons, there is little indication the product is not recognisable: a large group of
French girls amicably hailed it by the original name “Ella’s!” before making an average spend of
£4 per person; seemingly it was one of the few words one knew and loved.
F. Summary
While there are successful entrepreneurs who may also be public figures, and importance is
placed on brand identity and equity, value is added if there are open fora, and a plethora of
perspectives available. A good innovator like Ms Pascale, doesn’t have all answers; this allows
healthy growth, and a space where innovations expand or contract, ultimately finding a place in
the hearts of faithful and new customers.
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