COURSEWORK - RO65 - LO3 |
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Mark bank 1
Generates product design ideas and briefly identifies the strengths and weaknesses of each, with basic links to the customer profile identified. Drafts a basic design for a proposal with limited reference to market research outcomes. [1 - 2] A basic self-assessment is
produced and feedback from others is briefly summarised. Modifications to the design are carried out, which are partly outlined. Limited reasons for choosing the final design are provided. [1 - 2] |
Mark band 2
Generates product design ideas and explains the strengths and weaknesses of each, with some links to the customer profile identified. Drafts an appropriate design for a proposal partly relating it to market research [3 - 4] A sound self-assessment is
produced and feedback from others is mostly summarised. Appropriate modifications to the design are carried out, which are identified and described. The reasons for choosing the final design are clearly explained. [3 - 4] |
Mark band 3
Generates product design ideas and fully justifies the strengths and weaknesses of each, clearly linking these to the customer profile identified. Drafts a wholly appropriate design for a proposal fully relating it to market research outcomes. [5 - 6] A thorough self-assessment is
produced and feedback from others is effectively summarised. Appropriate modifications to the design are carried out, which are clearly detailed and fully explained. The reasons for choosing the final design are fully justified. [5 - 6] |
LO3 Application
Task 1: Use creative techniques and the results of your market research to design a appropriate pizza for your target market.
> Mind maps provide a visual summary of your ideas, they can be developed and enlarged to build a picture helping your product to take shape. Create a mind map placing your pizzas USP in the centre and adding as many sub-topics as you require, e.g. price, design ideas, location, etc.
> You can create a mind map on paper or using a computer with your choice of software, e.g. example below using www.mindmup.com
Task 1: Use creative techniques and the results of your market research to design a appropriate pizza for your target market.
> Mind maps provide a visual summary of your ideas, they can be developed and enlarged to build a picture helping your product to take shape. Create a mind map placing your pizzas USP in the centre and adding as many sub-topics as you require, e.g. price, design ideas, location, etc.
> You can create a mind map on paper or using a computer with your choice of software, e.g. example below using www.mindmup.com
> A design is an initial sketch or drawing that can be developed over time. Create a design for your pizza on paper, you are welcome to add or amend this design as your ideas develop, or have several copies of the design as long it clearly identifies which is the final version.
> Ensure your design includes the following: Pizza name, date, sketch of pizza, annotations (identifying crust, sauce, and toppings)
> On the back of the design list the strengths and weaknesses of the design. E.g. Strength, target market will like that the ingredients are sourced locally as this supports local farmers and means a reduced carbon footprint, i.e. less harmful to the environment. Weakness, using locally sourced ingredients will limit the number of suppliers and may prove more expensive. Potential issues could also arise if certain ingredients and not in season locally, such as tomatoes which are harvested in the summer in the UK.
> Ensure your design includes the following: Pizza name, date, sketch of pizza, annotations (identifying crust, sauce, and toppings)
> On the back of the design list the strengths and weaknesses of the design. E.g. Strength, target market will like that the ingredients are sourced locally as this supports local farmers and means a reduced carbon footprint, i.e. less harmful to the environment. Weakness, using locally sourced ingredients will limit the number of suppliers and may prove more expensive. Potential issues could also arise if certain ingredients and not in season locally, such as tomatoes which are harvested in the summer in the UK.
> A prototype is a physical object produced from a design to determine if it meets the original concept and can be developed further. Often many prototypes have been produced before the final idea woks. Make (or buy) a pizza following your recipe. You will of course need to test the pizza yourself and may also wish to ask people from your target market to try the pizza and give you feedback.
> Take photos of the pizza and take notes on your opinion and the opinions of your target market including thoughts on, looks, smell, taste, size, value for money, etc.
> You may wish to use the feedback to modify your design (to be reflected by changes to your design sheet) and create further prototypes following new recipe. See example below
> Take photos of the pizza and take notes on your opinion and the opinions of your target market including thoughts on, looks, smell, taste, size, value for money, etc.
> You may wish to use the feedback to modify your design (to be reflected by changes to your design sheet) and create further prototypes following new recipe. See example below
Prototype A - based on design sheet 1
Although I had received positive feedback for my design from my target market they did not like prototype 1. Feedback suggested that although they liked the ingredients listed, the quantity of toppings was too great. This mean the pizza was undercooked and they could not taste the cheese. |
Prototype B - based on design sheet 2
Target market feedback stated that although the pizza tasted good with the amended ratio of ingredients to cheese, it looked messy and they would not be happy if this was served to them in a restaurant. One person stated that they would want more crust to hold as they always eat pizza with their hands rather than using cutlery. |
Prototype C - based on design sheet 3
I had positive feedback about the looks, smell, and taste of this prototype. All people surveyed said they would be happy to pay up to £20 for this pizza in a restaurant. They were also happy that the ingredients would be locally sourced. However, they did not like the name (the Chelmsford classic) as they did not think this emphasised that the pizza was made with local ingredients. One person surveyed suggested using the distance the ingredients had travelled in the name, e.g. CM15 |
LO3 Application
Task 2: Evaluate your product design and make appropriate modifications
> Test your product on your target market (e.g. through interviews of focus groups) giving design or prototype to your sample and getting feedback
> Following this test, suggest what modifications you need to make to your product. This may be the ingredients but doesn't have to be, e.g. you may just need to change the name or pricing strategy, etc.
Task 2: Evaluate your product design and make appropriate modifications
> Test your product on your target market (e.g. through interviews of focus groups) giving design or prototype to your sample and getting feedback
> Following this test, suggest what modifications you need to make to your product. This may be the ingredients but doesn't have to be, e.g. you may just need to change the name or pricing strategy, etc.
Sentence starters
The following examples may be help to get you started when writing up this section:
The following examples may be help to get you started when writing up this section:
The strengths of may market research are... This means I can trust the data that says my target market would like... / would not like...
I used... sampling to gather my market research. The benefits of this technique are... the drawbacks of this technique mean...
If I were to carry out this market research again, I would like to do... differently. This is because... which I believe would lead to more reliable data.
I have modified my initial pizza design by... this was because... I think the changes will better suit my target market because...
I used... sampling to gather my market research. The benefits of this technique are... the drawbacks of this technique mean...
If I were to carry out this market research again, I would like to do... differently. This is because... which I believe would lead to more reliable data.
I have modified my initial pizza design by... this was because... I think the changes will better suit my target market because...
LO3 Application
Task 3
Task 3
> Provide final design for the product and explain why you have made this choice. Link your choices to the customer profile and market research results (e.g. The name of the pizza is "Big Vale BBQ" because my target market want a large budget pizza and prefer BBQ sauce to tomato sauce, hence I want to emphasis both elements in the name.
> Create a SWOT analysis for your final design. The Strengths and Weaknesses should relate to your target market, i.e. the customer you have profiled. The Opportunities and Threats should relate to the market in when you operate, i.e. restaurant industry. |