NEW PRODUCT DEVELOPMENT: UTILITY DEFINITION: THE SATISFACTION OR BENEFIT GAINED FROM CONSUMING A PRODUCT
FORM UTILITY: CHARACTERISTICS OF PRODUCT � Material � Scent � Flavour � Colour � Design � Packaging
FORM UTILITY: MATERIAL � What is your product made of? � Describe the raw material � Wood, metal, cotton, lycra, etc. � Describe the characteristics of the material � Lightweight, breatheable, etc.
FORM UTILITY: SCENT � What is your product smell like? � Does it have a smell? � Pleasant smell increases sales
FORM UTILITY: FLAVOUR � Is your product edible? � What does it taste like? � Can achieve savings in cost of production to emulate taste/flavour
FORM UTILITY: COLOUR � What image do you want to convey? � Is colour choice important to your customers? � What is the current trend?
FORM UTILITY: DESIGN � Probably most important component of form utility � How does your product work? � Does it function like it is supposed to function? � What does it look like? � Does it look attractive / interesting?
FORM UTILITY: PACKAGING � Must meet legal requirements for labelling � Ex. Food – nutrition label � Needs to be functional � Instructions for use / storage � Keeps product safe / intact � Packaging material appropriate for storage requirements
FORM UTILITY: PACKAGING � Acts as a Communication Tool � Brand “character” � First contact with customer – capture attention
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