Concep t & Testin g 1 Dr. V. Winarto
GATE
GATE TOPIC DEADLINE
1 Business Idea Evaluation 20 September
2 Understanding the market – Research Plan
04 Oktober
3 Understanding the market - Research Report
01 November
4 Product Concept Test – Research Design
15 November
5 Product Concept 06 Desember
6 Prototyping Plan 20 Desember
Prototyping & Testing
Value PropositionConcept TestingBus. & Product
Product Solution
ProductPrototype(Producer)
Attributes(Producer)
Apa yang ditawarkan : Core Product, Service, Experience, Ambience
Product Mix: Single / Multiple
Product Testing
(Consumer)
Hard(physical)
Soft(style, beauty)
Alpha TestControlled
context
Beta TestCustomer’s context
(complete set)
Elements(partial)
Complete set
Gate 5
Gate 6
Gate 6+3
Product & Product AttributesAmerican Marketing Association
• Product: A product is a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value
• Product attributes: The characteristics by which products are identified and differentiated. Product attributes usually comprise features, functions, benefits, and uses 4Dr. V. Winarto
Product – Attributes /Characteristics - Quality
• Any product can be completely defined by its attributes / characteristics.
• Every attribute / characteristic of a product can be quantitatively measured
• Quality means the product meets all requirements
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Product – Attributes- Benefits
• Products & Attributes : developed by the company.
• Benefits: Reside in customer & abstract. A benefit is what that attribute means.
• Action steps: • List all attributes – for each attribute,
write the benefit(s)• Use customers’ view: Prioritize each
benefit (attribute)6Dr. V. Winarto
Example: a spoon
• Feature: a shallow bowl, with a handle, material used, shape, pattern, etc
• Function: a holder or carrier of liquids, stirring hot liquid, etc
• Benefit: economy and neatness of consuming liquid materials, pride of ownership, table orderliness, status
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Tangible & Intangible Attributes• Tangible (hard) attributes: Elements of a
product that have physical dimensions or are discernible by the senses.
• Intangible (soft) attributes: The unobservable characteristics that a physical good possesses, such as style, quality, strength, and beauty.
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Characteristics of products: aesthetics - sensory
• Feel (rasa sentuh) soft – hard warm – cold light – heavy flexible - stiff• Texture (rasa sentuh
permukaan) smooth – rough rubbery - slippery• Form (bentuk) organic – angular –
aerodynamic – flat – squared – rounded
• Smell (aroma) fresh – stale natural – artificial• Optics opaque – translucent transparent – reflective• Colour (warna)• Taste (rasa lidah) sweet – sour – salty -
bitter• Sound (suara) muffled - ringing
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Ice Cream - Attributes
• Melts slowly• Dense• Smooth• Rich creamy• Classic and new flavor
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Characteristics of products: perception - symbolic
1. Aggressive – Passive2. Cheap – Expensive3. Classic – Trendy 4. Clinical – Cozy5. Clever – Silly6. Common – Exclusive7. Decorated – Minimal8. Delicate – Rugged9. Anonymous – Inviting10. Elegant – Clumsy11. Feminine – Masculine12. Formal - Informal
1. Fragile – Robust2. Friendly – Frightening3. Functional – Ornamental4. Futuristic – Historic5. Handmade – Mass-
produced6. High-tech – Simple7. Humorous – Serious8. Mature – Youthful9. Restrained – Extravagant10. Temporary - Permanent
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Cars - Some Attributes
• Comfort• Performance• Reliability• Size• Safety• Style• Image• Equipment
• Handling• Noise• Running costs
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Key Dimensions of Customer Value
1. Economic Value: lowest price or quality vs price
2. Functional Value: meeting the needs and wants
3. Emotional Value: the experiential aspects – feelings or affective states
4. Symbolic Value: self expressive aspects – convey meaning – attached to self or communicated to others
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Prototyping & Testing
Value PropositionConcept TestingBus. & Product
Product Solution
ProductPrototype(Producer)
Attributes(Producer)
Apa yang ditawarkan : Core Product, Service, Experience, Ambience
Product Mix: Single / Multiple
Product Testing
(Consumer)
Hard(physical)
Soft(style, beauty)
Alpha TestControlled
context
Beta TestCustomer’s context
(complete set)
Elements(partial)
Complete set
Gate 5
Gate 6
Gate 6+20
Existing Market Definition
• Are there customers in the current market who:
– Need the most performance possible?
• Existing Market
– Faster/Better = High end
Re-segmented Market DefinitionLow End
• Are there customers at the low end who:
– Would buy less (but good enough) performance
– if they could get it at a lower price?
• Resegmented Market 1
– Cheaper = low end
Re-segmented Market Definition Niche
• Are there customers in the current market who:
– buy the same product if it addressed their specific needs
– if they could get it at the same price?
– If it cost more?
• Re-segmented Market 2
– Niche = marketing/branding driven
New Market Definition
• Is there a large customer base who couldn’t do this before?
– Because of cost, availability, skill…?
• New Market
– Cheaper/good enough can create a new class of product/customer
– Innovative/never existed before