Shopping Cart Customer l leeds ● Shopper needs Hold shopping items - Easy to navigate in a confined spaces -Safe space for a child 一 。 Store owner Minimize theft - Minimize“sailing”by wind Low cost 上泽文通大学安泰经济与管理学院 ●●● Massachusetts Institute of Antai College of Economic&Managemert Shanghal Jo Tong University Technology
单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 6 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 6 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 6 单击此处编辑母版标题样式 单击此处编辑母版文本样式 第二级 第三级 第四级 第五级 6 Shopping Cart Customer Needs • Shopper needs – Hold shopping items – Easy to navigate in a confined spaces – Safe space for a child – … • Store owner – Minimize theft – Minimize “sailing” by wind – Low cost – …
2.Solicit the Customer Needs How to obtain this information -Interviews Focus groups Direct observation ·Customer may not know Customer may not be able to express Competitive product evaluation As much an art as a science 上通大￥ 安泰经济与管理学院 Massachusetts Institute of Anta College of Economic&Managemert Shanghal Joo Tong University Technology
单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 7 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 7 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 7 单击此处编辑母版标题样式 单击此处编辑母版文本样式 第二级 第三级 第四级 第五级 7 2. Solicit the Customer Needs • How to obtain this information ? – Interviews – Focus groups – Direct observation • Customer may not know • Customer may not be able to express – Competitive product evaluation • As much an art as a science
3.Identify the Product Benefi Clearly capture the key product benefits Why will the customer buy the product? ·Shopping cart - Store Owner-Inexpensive,theft resistant -8 Shopper-Provide easy maneuverability, shopping item organization,safe child restraint 上通大学 安泰经济与管理学院 Massachusetts Institute of Technology
单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 8 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 8 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 8 单击此处编辑母版标题样式 单击此处编辑母版文本样式 第二级 第三级 第四级 第五级 8 3. Identify the Product Benefit • Clearly capture the key product benefits – Why will the customer buy the product? • Shopping cart – Store Owner - Inexpensive, theft resistant – Shopper - Provide easy maneuverability, shopping item organization, safe child restraint
4.Core Benefit Proposition 。Defines: the customer the benefit ·Concise statement Used to guide difficult product development decisions 上游充通大￥ 安泰经济与管理学院 Massachusetts Institute of Technology
单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 9 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 9 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 9 单击此处编辑母版标题样式 单击此处编辑母版文本样式 第二级 第三级 第四级 第五级 9 4. Core Benefit Proposition • Defines: – the customer – the product/service – the benefit • Concise statement • Used to guide difficult product development decisions
Core Benefit Proposition Guide product development decisions ·Steps 1.Define the customer 2.Solicit customer needs 3.Identify product benefit in meeting customer needs 4.Compose Core Benefit Proposition 上游充通大￥ 安泰经济与管理学院 Massachusetts Institute of Technology
单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 10 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 10 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 10 单击此处编辑母版标题样式 单击此处编辑母版文本样式 第二级 第三级 第四级 第五级 10 Core Benefit Proposition • Guide product development decisions • Steps 1. Define the customer 2. Solicit customer needs 3. Identify product benefit in meeting customer needs 4. Compose Core Benefit Proposition