Short Title: Designing Innovative Products

The provided content appears to be a collection of academic articles, book chapters, and online sources related to product innovation, management, and marketing. It includes topics such as design-driven innovation, market and technology orientations for service delivery, and the impact of innovative features on smartphone sales. The text does not provide a clear summary or introduction to these topics, but rather presents them in a list format without any apparent organization or connection between the various articles.

Marketing Design and Innovation
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TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
Benefits and Values derived by customers.......................................................................................4
Uniqueness of different design elements.........................................................................................5
Brand Appeal in relation to competitors in contemporary markets.................................................6
TASK 2.................................................................................................................................................7
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................10
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INTRODUCTION
Marketing plays a key role in various organisational actions as it relates with the promotion and
sales of company final product. In other aspect, it can be said design and innovation is also essential
for betterment of product as it provides various benefits to business organisation in terms of monetary
and non monetary aspects (Brown, 2014). In order to create better awareness about innovative
products it is necessary for business organisations to focus on diverse marketing tactics. It is also
necessary for management of business organisation to focus on competitive advantage by effective
accomplishment of organisational goals.
In this report, learning will focus on work culture of mobile industry in order to understand the
marketing concept in context of design and innovation. It has been spotted that in recent past few years
the mobile industry has enhanced its opportunities by focusing on design and innovation factor. Iphone
is a series of smartphones which re designed and marketed by organization named Apple Inc. It runs
on the IOS operating system. Firstly it was launched in the year 2007 and then company has
introduced number of innovation in the product. It In this, respect, the Apple I-phone 6s and I-phone
6s Plus is chosen as a product. It will also focus on various marketing actions and tactics which
company needs for effective promotion of well designed and innovative products. Furthermore, it will
also provide better learning regarding factors which can boost the design and innovation within
product and lead business to impressive level of success.
TASK 1
Mobile industry is one of most critical sector which plays a key role in UK economy. It have
great contribution in terms of sustainability and effective development. In recent past years the mobile
industry has taken various advancement in its products and services (Press, 2003). The work culture of
mobile industry has transformed in wide range and it has become Smartphone industry. In other aspect,
it can be said that the Smartphone industry is providing wide range of products and services and they
are continuously looking forward to bring various change to amend innovation factor.
As per the current market scenario it can be stated that the Apple and Samsung are two
critically significant companies of Smartphone industry. Both organisations are providing wide range
of products to their customers with focusing on design and innovation. In order to understand the
concept of marketing regarding design and innovative products the Apple is more suitable business
organisation as it bring diverse innovation in its products (Verganti, 2013). Recently the business
organisation has introduced its new phone in the market which are named as Iphone 6s and Iphone 6s
Plus. Company has considered design and innovation as critical factor for effective product
development (Beverland, 2005). Organisation can changes the design of Iphone as compared to
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previous one and also introduced number of unique features in order to have better sustainability in
highly competitive market.
Illustration 1: Iphone comparision
Benefits and Values derived by customers
In the support of this, it can be said that the customer delivered value is one of beneficial theory
which assist in effective assessment of deviation betwixt prospective consumer judgement of welfare
and cost of one merchandise as compared to others available within the market. In other aspect, it can
be stated that with an assistance of customer delivered value the management of Apple can have better
innovation and accomplish the standards of cost and benefits. It also allows the management of Apple
to compare its existing product with former one in order to boost the product effectiveness and bring
some innovations. It will also facilitate the business organisation to meet the standards of cost and
benefits. This kind of approach is also beneficial for effective selection of price as per needs and
previous responses towards product.
It has been spotted that the Apple is playing key role in Smartphone industry and continuously
looking forward to advance its products and innovation. With an assistance of Apple Iphone the people
can easily communicate with anyone in the world (Goldstein, 2002). Smartphone has become one of
most important aspect in life of people and its not only a medium to communicate others. But it has
also become critical factor of lifestyle, people are now using Smartphone for various services. People
use various mobile applications to amend the lifestyle status (Michalek, 2005). In the support of this, it
can be stated that there are number of advantages which person can easily attain by using and purchase
of Iphone 6s and Iphone 6s Plus. One of key benefit of product is that it provides great opportunity and
convenience to people for effective communication in all over the world. In past years mobile were
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used to communicate only but the situation has changed a lot and it provides number of other services
to boost life events (Verganti, 2008).
Other than than this, Iphone 6s and Iphone 6s Plus are enhancing the experience of people by
reducing time consumption in respect of various factors. With an use of Iphone 6s and Iphone 6s Plus
the consumer can access to diverse online shopping portals which provides better convenience to
customers and reduce the time consumption on street shopping (Jolly, 2005). Another key benefit of
Iphone 6s and Iphone 6s Plus is in context of cost effectiveness. It is a product which not only provide
various facilities in context of communication but also provide various other services at low cost.
There are number of innovative features in Iphone 6s and Iphone 6s Plus which makes customer feel
valued (Mohr, 2010).
Customers can have online booking of various travel plans by accessing web portals of travel
and tourism sector. Smartphone is consisted of various features like proximity sensor, accelerometer,
ambient light sensor, barometer, gyroscope, 4G/LTE, NFC, etc. With an assistance of these unique
features the company is attracting number of customer towards product and enhance its profit margin
ratio. It also provides better experience to customers by introducing various unique applications
(Jimenez, 2008). The classification of unique applications can be as health kit which renders a
information regarding total calories burnt in day, heart pulse ratio, etc.
One of greatest benefit of using Iphone is that it provides high quality of services as compared
to other competitors in the market. It has been spotted that the number of competitors are operating in
same market but they are not able to maintain the standards regarding innovation and quality
respectively. But Apple is effectively maintaining the standards regarding innovation and quality
respectively (Lievens, 2001). Company has also made some changes in Iphone as per the customers
needs such as battery life has increased to 1810 mah, new operating system has introduced which is
named as IOS 9. The camera quality has also improved for better picture experience which also
attracts more customers towards firm and provide better opportunities (Roach, 2009). Other than this,
Iphone 6s and Iphone 6s Plus is made of aluminium body that reflects its quality and the shading on
back attracts customers to buy it. The unique features and enhanced level of security is also providing
better value to customers in respect of money. It is considered as a fully satisfied product in the
Smartphone industry.
In the support of this, the management of Apple is considering the approach called diffusion of
innovation theory. It provides better understanding regarding the success ratio of previously introduced
innovative Smartphones. In other aspect, it can be said that it assist the management of Apple to meet
the standards of potential innovations in most appropriate manner. In other aspect, it can be stated that
the diffusion of innovation is a technique which is beneficial for effective assessment of new ideas and
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technology. It also provides better evaluation of innovation which they have spread in the cultures. For
example, the management of Apple analyse the design and innovation of Iphone 6 before introducing
the Iphone 6S and 6S plus. It provides the information about the gape within all models of Iphone
series. Company always examine the characteristic and designing of Iphone series by taking feedbacks
from customers. It render better collection close to market needs and assist in rendering better welfare
and values to clients.
Uniqueness of different design elements
Uniqueness in products and services plays a key role in success of every organisation. In this
support, it can be said that the Apple has understand this factor in better way and introduced number of
unique features in product to attain better competitive advantages. In this, it can be said that for
effective sustainable development it is necessary for business organisation to focus on various factors
like shapes, size, colour and other elements of design (Tsou, 2014). These aspects has changed a lot
in past years in order to provide better options and value propositions which is beneficial for better
customer satisfaction level.
Illustration 2: Comparision of 6S and 6S Plus
It has been spotted that the Iphone 6s and Iphone 6s Plus shape is differ as compared to
previous Iphone's and other Smartphone which is attracting more and more customer’s. The bold line
at sides is differentiating the product from others. Gorilla glass is providing better screen resolution and
its aluminium body reflects the premium quality of product (Arauji, 2010). Other than this, the colour
and design of phone also plays a key role in product development. It provides better uniqueness to
products the Apple has considered these factors as significant part and Iphone 6s and Iphone 6s Plus is
available in four colours such as silver, gold, rose and space grey (Brown, 2010). Moreover, the
effective design of product is also attracting customers and providing convenience factor in context of
handling. The side keys like volume and power key pads on sides provide better convenience and also
enhance the design of Iphone 6s and Iphone 6s Plus.
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Illustration 3: Iphone 6s Shape
Furthermore, it is also necessary for business organisations to focus on imagination, relevance
and usefulness in order to meet the standards of uniqueness. It has been spotted that the Apple has also
considered these factors as significant aspects and Iphone 6s and Iphone 6s Plus is consisted of various
unique features. The HD characteristic and reinforced physical phenomenon of screen is also attracting
number of customers and its convenient configuration assist clients to grip it easily in palms/hands
(Hauser, 2006).
As per the structured study it can also be said that the Iphone 6s and Iphone 6s Plus are two
segments of Iphone and it is available in two size which are classified as 4.7 inch and 5.5 inch.
Moreover, the enhanced mega-pixel in camera is also enhancing the picture experience of customer’s.
In the support of this, it can also be said that the Smartphone is considered as one of best in aspect of
usefulness and relevance because of its high internal memory and other features (Michalek, 2005). The
classification of key features can be as advanced camera, resolution, processor and sensors.
It has been spotted that the product life cycle plays a key role in success of every organization
so it is also considered as key strategy for Apple. IT helps management to meet the customer needs by
effective development in the product. Apple can be classified in four segments such as introductory,
growth, maturity and decline. In year 2007 at the phase of introductory stage the apple has introduced
its Iphone 2 and 3 at premium price. Company has changed the perception of customers towards
phone. Company has changed the phone industry to the smartphone industry and declined the sales of
competitors like Nokia, Motorola, etc. During the stage of growth the Apple can put come innovation
in product and introduced Iphone 4, 5 and 6. these products has provided great growth to firm and
introduced its market share in competitive market. The unique features and security applications in the
Iphone has boosted the sales. Apple is currently stands in maturity stage and they have recently
launched its product Iphone 6s and 6S Plus. Company has introduced number of features in Iphone 6S
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such as 3D touch, movable pictures, etc. In order to have continuous development and to avoid decline
stage it is necessary for management to focus on continuous innovation in features as well as design.
In the support of above statement, it can be said that the uniqueness in design and features is
providing better opportunity for business organisation and enhancing its market share in current
competitive market. Apple always focus on bringing various changes in Iphone design and features to
provide better convenience and experience (Vedin, 2006). The life cycle of Iphone series can be
classified as follows:
Introductory: I- phone 2 and 3
Growth: I- phone 4, 5 and I- phone 6.
Maturity: I- phone 6s and I- phone 6s Plus.
Brand Appeal in relation to competitors in contemporary markets
Brand appeal is considered as one of most critical aspect of marketing action and it is necessary
for business organisation to focus on various innovative marketing tactics to create better brand appeal
of unique product. It has been identified that the Smartphone industry is facing high ratio of
competition which impacts the development of Apple market share (Verganti, 2013).
As pee the above statements it can be said that the business organisation is considered as one of
leading Smartphone manufacturer in the industry which always focus on effective development of
products and services by using information regarding design and innovation. The company today is
considered to be the epitome of luxury Smartphone products not only in UK but all around the world.
There are number of competitors are present in the market which can be classified as Samsung,
Microsoft, HTC, etc (.Ausutosh, 2010). In the support of this, it can be said that the Apple is holding
great market share in context of Smartphone market and it always bring some innovation in its product
and services.
The uniqueness in its products and services is attracting more and more customer’s and
influencing potential of market in positive manner. In other aspect, it can be said that in order to gain
better brand appeal the management has presented it self as a innovative company which produce
Smartphones to meet the current customers needs and set new trends in the industry (Verganti, 2013).
Company is competing with number of rivals in the competitive market by bringing innovation in the
premium products. Company also promote its products and services by reflecting uniqueness and
innovative features of product in advertisements.
For example, currently the Apple is presenting its Iphone 6s and Iphone 6s Plus as a premium
product and attracting more customers by focusing camera quality and unique features (Vedin, 2006).
Moreover, it has also been spotted that the Iphone can rated as level 4 in brand pyramid. It means the
uniqueness and innovation in Iphone 6s and Iphone 6s Plus is providing number of benefits and
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helping in creating better brand image within market. With an enhanced level of brand image the
company is also attaining sustainable competitive advantage.
Company is also offering several college visits to create better awareness within market
(Michalek, 2005). It is one of low cost marketing technique which creates better brand image and
attract more customers towards Iphone 6s and Iphone 6s Plus. Most of Smartphone users are young
and college going students so offering visits at company is one of beneficial marketing tactic of firm.
Moreover, number of unique supportive products has also been introduced by Apple which attracts
more customers towards Iphone 6s and Iphone 6s Plus (Brown, 2010). For example, the synchronise
feature between Smart watch and Iphone 6s and Iphone 6s Plus is one of great example of supportive
products.
In the support of this, it can be stated that the Apple is currently considered as one of leader in
Smartphone market. Company is considered as a innovative and advanced organization which means
company have strong position in the market. Targeted customers are well satisfied with the product
and innovation. Further, organization is promoting itself as a innovative and smartphones
manufacturing firm. Recent advertisement of Apple also reflects the changes in Iphone series which
attracts more and more customers. In other aspect, it can be stated that it is a reason that company is
having positive image in front of target market. Organisation also holds better customer base as
compared to Samsung, Sony etc. Company also have wide range of loyal customers which increases
Apple success ratio and lead business to impressive success.
TASK 2
Current study is focused on key concepts of marketing design and innovation. In order to
understand the concepts the newly launched Apple Iphone 6S is considered as a product. With an
improved focus on module I have improved my knowledge regarding innovation and design.
Marketing is my one of interest so I have chosen innovation and design relation with marketing of
product. Learning has also provided me a information regarding significance of change in demand of
customers. It will facilitate me to develop product as per the needs of customers which is beneficial for
sustainable development. Through this I am able to know the importance of customer spirit in the
modern era and strategies employed by organization for advancement in satisfaction level of its target
market. Moreover, it has also provided me a information regarding various factors of marketing and
innovation which is beneficial for better competitive advantage. It has also provided me knowledge
about risk associated with business.
It has also improved my knowledge about the strategies which are adopted by the management
of Apple in order to attain better success. During the learning in order to attain information regarding
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Iphone I have accessed number of sources which has improved my skills regarding information
accessibility. It has also enhanced my analytical skills which has also acknowledged me about benefits
and values of customers. It has also provided me information about the key factors of Iphone 6S which
differentiate it from other Smartphones available in the market.
Moreover, during the learning I have also faced number of challenges which has make me
understood about validity of outcome. I have faced key issue due to lack of appropriate information
regarding Smartphone market. Improper knowledge about innovation in the smartphone industry was
one of my key barrier but after assessment of module I have gained appropriate knowledge about
smartphone industry. Further, lack of clear concepts has also acted as hurdle in undertaking study as it
has also deviated my study but with an use of diverse information sources I have overcome the issue in
better way. Collection of significant and reliable information is also one of critical task for me but with
an effective use of analytical skills I have gathered information in better way. On the other hand, during
the study it is necessary for individual to have appropriate knowledge about the subject but I had lack
of information which is related to Smartphone market so I was not able to understand various features
of smartphone such as HD display, advance processor etc.
Other than this, the learning has also improved my skills and made me understand that there are
number of ways which can amend my level of knowledge. Business organisations are also using
diverse methods regarding brand appeal in order to gain better competitive advantage. Learning has
also made me understand that company is using Iphone features and uniqueness as a key factor of
brand appeal. Moreover, learning has also provided me information regarding key factors of popularity
of Apple brand in the market. With an improved focus on deep learning I have also came to know
about the relation between innovation and customer satisfaction. I have also noticed that the innovation
and uniqueness in the Smartphone can lead business to impressive success and amend the performance
of product in the market.
I have also came to know that in recent past years the mobile industry has taken various
advancement in its products and services. I have also noticed that the Apple is continuously focusing
on number of changes in the design of Iphone as compared to previous one. Company is also having
advancement in unique features of the product in order to have better sustainability and attain better
competitive advantage in the market. Learning has also provided me information that the uniqueness
and innovation also provide better convenience to people which also enhances the opportunities for
communication industry in world. Moreover, Apple is effectively maintaining the standards regarding
innovation and quality respectively which means the management is having detailed information
regarding diverse subjects. Learning have also made me understand that in future while working as a
marketing manager I can use this concepts in better way.
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I have also attained the information in context of product life cycle which is one of key strategy
in operational success. I have noticed that with an assistance of product life cycle and other theories the
Apple can easily develop the product as per customer needs. I have also noticed that the the
management of Samsung is focusing on diffusion of innovation theory in order to understand the
success level of its innovative products which facilitate management to bring potential innovations in
better way. I have also acknowledged that Apple is promoting itself as a innovative and smartphones
manufacturing firm. Organisation also holds better customer base as compared to Samsung, Sony etc.
I have also noticed that in order to have continuous development and to avoid decline stage it is
necessary for business organisations to focus on continuous innovation in features as well as design.
Further, the assignment provided me a base to know about importance of innovation and all its
benefits which organization obtains by introducing innovative features in its products. However, I also
came to understand that the Apple is effectively managing its product line by improved focus on
diverse factors of innovation and uniqueness. It also plays a key role in creating differentiation in the
market and provide better competitive advantage over its competitors. In respect of this, I have also
noticed tat the innovation and design of products also plays a key role in effective development of
product. I have also identified that with an improved level of knowledge regarding diverse subjects like
brand appeal I can easily enhance my career opportunities. In other aspect, it can be said that the
learning has provided me a remarkable experience which has also helped me to overcome issues and
create a platform for better opportunities.
CONCLUSION
As per the above study it can be concluded that the number of business organisations are
focusing on concept of design and innovation in order to attain better competitive advantage. It has
also been spotted that the Apple has understood these concepts in appropriate manner and they are
bringing number of unique features in its Iphone. Moreover, in order to have sustainable development
the business organization is significantly concentrating on various factors like shapes, size, colour and
other elements of design. It has also been spotted in the study that in order to have better success and
promotion of innovative products the company also needs to focus on unique approach of brand
appeal. Organisations can also use uniqueness of product as a key factor brand appeal as it also creates
better awareness among market.
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REFERENCES
Books and Journals
Arauji, L., 2010. Reconnecting Marketing to Markets. Oxford university press publishes.
Beverland, M. B., 2005. Managing the Design Innovation–Brand Marketing Interface: Resolving the
Tension between Artistic Creation and Commercial Imperatives. Journal of Product Innovation
Management. 22(2). pp. 193-207.
Brown, T., 2010. Design thinking for social innovation. Sage.
Brown, T., 2014. Change by design. HarperCollins e-books.
Goldstein, S. M., 2002. The service concept: the missing link in service design research?. Journal of
Operations management. 20(2). pp. 121-134.
Hauser, J., 2006. Research on innovation: A review and agenda for marketing science. Marketing
science. 25(6). pp. 687-717.
Jimenez, J. D., 2008. Fostering innovation: The role of market orientation and organizational learning.
European journal of innovation management. 11(3) .pp.389 – 412.
Jolly, A., 2005. From Idea to Profit. Kogan Page London.
Lievens, A., 2001. Communication flows during financial service innovation. International Journal of
Bank Marketing. 19(2). pp.68 – 88.
Michalek, J. J., 2005. Linking marketing and engineering product design decisions via analytical target
cascading. Journal of Product Innovation Management. 22(1). pp. 42-62.
Mohr, J. J., 2010. Marketing of High-technology Products and Innovations. Pearson Prentice Hall.
Press, M., 2003. The design experience. Ashgate.
Roach, G., 2009. Consumer perceptions of mobile phone marketing: a direct marketing innovation.
Direct Marketing: An International Journal. 3(2). pp.124 – 138.
Tsou, H., 2014. Market and technology orientations for service delivery innovation: the link of
innovative competence. Journal of Business & Industrial Marketing. 29(6) .pp.499 – 513.
Vedin, B. A., 2006. Design-inspired innovation. London: world Scientific.
Verganti, R., 2008. Design, Meanings, and Radical Innovation: A Metamodel and a Research Agenda.
Journal of product innovation management. 25(5). pp. 436-456.
Verganti, R., 2013. Design driven innovation: changing the rules of competition by radically
innovating what things mean. Harvard Business Press.
Online
Ausutosh, K., 2010. Mobile Innovations That We Need More Than Flexible Phones. [Online].
<Available through:http://www.hongkiat.com/blog/mobile-innovations-we-need/>. [Accessed
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on: 5 August, 2015].
Robert, A., 2015. Comparison of iphione 6s innovative feature: which apple smartphone model had the
most improvements. [Online]. <Available through:
http://comparisons.financesonline.com/comparison-of-iphone-6s-innovative-features/>.
[Accessed on: 5 August, 2015].
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