Weeky posting 4: Hot, hotter, hottest

For me a real treat is to come home from a winter surf session, completely frozen, and then make myself a big mug of hot chocolate. So as a true hot chocolate lover of course the new commercial for the Chocomel Hot cup has caught my attention.
The newly developed cup and cupholder are, like the coffee- and teapad meant to be placed in Senseo or look-a-like machines. Luckily the Chocomel staff was smart enough not to develop pads; to prevent judicial problems.

And they've done more research. At the moment there's a trend that people want to bring high quality products into their own homes; think about the beertender, home cinema sets etc. Chocomel promises the consumer the same high quality hot chocolate as they're used to get when they go out to for example a restaurant. Add to that the consumer's need for more variety in hot drinks and it sounds like a success formula.

For me the success factor won't be the ease of use. I don't mind dirty pans. The only thing that matters to me is the taste. I will buy, I will try, but whether I will keep buying it, depends completely on the question whether my homemade 2,25 spoon of cacao 1,75 spoon of sugar 0,05 l of cold milk and 0,3l of hot milk hot chocolate tastes worse than Chocomel Hot!

Weekly Posting 3: Mediaexperience 2007

1997 was the first year that there was a large Media experience investigation. With this investigation it is brought together how Dutch people experience different commercial and media expressions seen through different types of media. In 2004 the investigation was repeated and it is done as well this year. Below you can read the most important results summarized:

Viewing experience changes because of online TV
The current possibility to watch TV on the PC as well, has changed the viewing experience of the medium. 'Relaxing' and 'Entertaining' are more often attached to online TV than to the original TV. The cause of this development can be the choice the consumer has with online TV. The viewer can decide what he/she wants to see, and it is more likely the consumer will choose entertainment shows in stead of serious topics.

TV and magazines share first place identification In 2004 the TV was still on the second place, behind magazines concerning identification. The fact that they now share the first place is probably because of the personalization of the TV; the distance between channel and consumer appears to become smaller.

Magazines score on practical usability
Magazines have a higher score regarding practical usability this year. For background information the consumer rather consults a magazine than the internet. Two of the possible causes of this development can be the growth of the number of specialized magazines, or the debate about the reliability of the internet.
Media experience daily papers stable
Of all types of media, the daily papers still score best on information factor and 'touch' factor.

Internet as an entertainment medium.
The development of Web2.0 and it's user generated content has shifted the value of the medium internet. At the moment it is more used for entertainment of filling empty moment. It also generates more conversation topics. Social networks like Hyves and video sites like YouTube are part of this development.

The fieldwork took place from the 13th of June to the 7th of July 2007. 1493 Dutch people from 13 years and older are questioned for the Media experience investigation 2007.

Source: TNS NIPO/Veldkamp

Weekly Posting 2: The customer's message

The development of Web2.0 and it's most important characteristic 'user generated content' are a hot topic on the internet. The interaction between customer and company is much improved because of this development. That this could lead to many advantages for the marketing industry seems obvious, but the Canadian supermarket chain 'President's Choice' proves the advantage with a perfect example of gaining customer insights with the help of the online possibilities.

Customers of the supermarket chain can write online product reviews. While doing that they are asked if the information they supply can be freely used by P.C. As a result, customers can now read other customer's quotes in the supermarket right at the product itself. For example, a quote currently shown at the vegetarian lasagne: "Even my 17 year old, vegetable hating son loves it".

Naturally the store shows only positive product reviews. But to be taken seriously as a company, P.C. realized they had to use the negative feedback as well. So this is now forwarded to the product development department. As a result, products can be taken off the shelves and be improved very quickly.

I wonder if the quote technique would work in the Netherlands. Maybe we are just too 'cool' to be touched by dramatic sentences like that. Ratings might work thought. These are more to the point. The way they use the negative feedback is great though. It's an easy way of getting more customer insight and the PD department directly knows what part of the product should be improved.

Source: Emerce
Read the complete article hier

Weekly posting 1: Can I have your attention please?

Some people have troubles doing (powerpoint) presentations. That's fine; the only risk is that your audience falls asleep halfway. Of course you would like to prevent that from happening, so there are many solutions. Here's one of the original ones:

Would you rather learn to make good powerpoint presentations to keep your audience awake? Check this out.

Thanks to Upstream.

Class 3: Design Phases

Production
BIC Ballpoint









Packaging
KinderSurprise











Promotion
Bacardi: "Do the Mojito"

Market Exploitation
Ben&Jerry's in blockbusters

Class 3: Design examples

Textiles
Philips Lumalive

Architecture
D-toren Doetinchem
D-toren is een kunstwerk in opdracht van de gemeente Doetinchem dat de emoties van de inwoners van Doetinchem peilt en in kaart brengt. D-toren meet dagelijks de mate van GELUK, LIEFDE, ANGST en HAAT aan de hand van verschillende onderwerpen.





Green
Hybrid cars: Toyota Prius








Interior Design
Lunar Labs









Packaging
New company logo V&D

‘De boom staat symbool voor het totaalwarenhuis van Nederland. Alles onder een dak, diep geworteld in de Nederlandse samenleving en elk seizoen weer anders.’