4 Pleasure Analysis (Spoon-fed)

Demographic profile
Young career driven mother of one boy. Lives an urban and trendy lifestyle. I've listed the 4 pleasure and group the analysis of purchasing a Spoon-fed based on the following rationalization.

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Physiological
1. Toughness of plastic allows the product to be used for a long time.

2. By not looking like a conventional utensil, she feels proud that she is getting something different for her son.

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Psychological
1. With her child keeping the utensil in his pencil case, she will not need to remind herself or her son to remember to wash the utensil as her son uses the pencil case at home.

2. With an option to customize the utensil, she feels that she has a unique item, aligning with her passion of being an early adopter.

3. Antibacterial properties (cap and plastic material) gives her an ease of mine that her child is eating more hygenically and will not fall sick.

4. Creating more value to a utensil will ensure that the utensil will not paid more attention to and not be misplaced.

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Sociological
1. Following the latest trend, she is send as an early adoptor, being different from other mothers who opt to purchase what is already on the market

2. As a trend setter, she gets to introduce the product with friends to buy for their own children to use, thus feeling a sense of satisfaction of sharing something new

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Ideological
Mothers want to be responsible for the world that her child will live in 50 years later, thus by using Spoon-fed, she (and the child) will feel that they have contributed to preserving the environment by using Spoon-fed which promotes sustainability.

Ethical Marketing

In our modern society today, again I am about to mention that the landscape for businesses have become so much competitive. People are creating new ways everyday to differentiate their products from the others. Above the functions and benefits of a product, the experiential aspect has only began to emerge since the turn of the new century and we have seen some great examples.

One example of a business that lives and breathes by its ethical marketing principles is TOMS, the American based One for One shoe company. Its ethos is simple; with every pair of shoes purchased, they give a new pair of shoes to a child in need.

Lately I have been struggling to connect the dots as to how ethical marketing could be connected to the consumers by explaining how ethical marketing could involve the consumer to make an impact. My initial thoughts were as blank as to only claiming that my brand is ethical and is friendly to the environment, but how could I go beyond that?

We all know that there are children around the world that are suffer, especially children. In the case of TOMS, by communicating the health benefits that children and adults alike will gain from having the soles of their feet covered by using UNICEF's data—Every year, nearly 10 million children under the age of 5 die from largely preventable causes. This statement in turn goes a long way to imply that users can literally save a life of someone by preventing a deadly infection due to the cause of having nothing to protect their feet.

To summarize, it is important to understand user's values (most importantly the one that touches the heart), then using numbers (through research) would only mean something to them!

The Tourist Lane

To improve pedestrian efficiency, the people at Improv Everywhere is suggesting tourists to commute on their designated walkways so they could do what they do, like randomly change direction and walk into things while looking up instead of ahead.

I reckon this is healthy and relevant for any urban society, especially for a city like Seoul with 22 million people. I guess this also acts to preserve the locality and identity of a place. It actually got me thinking about how this would have already been implemented in North Korean as visiting tourists are embarked on a full guided tour.

From a local perspective, as seen from the video, this would also probably invoke a certain value of pride to be proud of your own identity.

What looks ridiculous on first impression might actually hold true weight if thought through!

Public Service

Digging into further insights for my project, I thought to approach the subject (subway transportation) from the perspective of a public service, leading me to this video on Design Council UK.

Video link: Design for growth: public services
(the downside of blogger is not having an option to embed videos outside YouTube...)

Design helps create new citizen-focused products and systems, helps in redesigning more efficient, lower-cost services and improves people’s well-being.

Use design to
> Reduce cost
> Improve quality
> Give value for money
> Better experiences
Why design?
> Improve well-being of citizens
> Drive sustainable growth

Research helps identify key opportunities for improvement.

Design is beyond changing visual appearances but to change outcomes. i.e. improve quality of service, increase reliability (through consistency). Design also increases staff morale.

Redesigning services changes the platform on which services are delivered.

Healthy Living Experience — Reflections

The outline for the ADX408 final assignment is captured in the points below:

> Create a new product, service, and/or brand communication concept for healthy living based on experience based design framework and process
> Define healthy from consumers point of view
> Consider using 4 pleasurable products model
> Consider enhancing brand experience
> Must include 'Branding Elements' (experiential, functional, rational, cultural, emotional, visual)
> Outcome must be based on conclusive research

Creating a New Category

So far, my thoughts on what I wish to work on is to develop a new traveling experience for tourist visiting Seoul. The Seoul Metro subway was identified as an area which opened several opportunities since the subway is the most convenient and common mode of transportation in Seoul.

The immediate thought coming to mind was to apply a Service or Universal design approach. Investigating existing point-of-sales and implementing new way finding systems are the default applications; but since my passion geared more towards Branding, I have been toying with the idea on apply a different approach to see if this may be a plausible solution.

Branding consists of many parts with marketing being one of them. For many reasons, the core reason for branding for coporations is simply to make money. Why? Because older methods are no longer applicable today. Traditional market research may have proved to be show positive results but how much resources would that require? Are there different methods to make money? Yes.

A principle in Branding is to be #1 in your category (Ries, A 2005). In other words, you cannot be the #1 brand without championing your category. i.e. you cannot create a Red Bull and be #1 without being the best energy drink. To cut the long story short. My thoughts are to consider tourism (the industry) as the market and apply a new concept using Branding to solve the brief.

The target audience has been identified and that's the tourist. So what if I identify a new category, creating the 'new tourist' and become the champion of this category? Applying diverging principles a tourist, what could I discover now?

Reference
The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands, Al Ries 2005)