Concept testing - Assignment Example

II.Table of Contents Executive Summary 2. Concept Generation and Development Need 2. Market Target Demographic 3. Benefits 4. Form 5. Technology6. Estimated Costs3. Concept Testing and Selection1. Concept Statement2. Concept Test3. Concept Selection4. Marketing Plan4. Assessment and Insights Gained About the NPD Process4. References4. AppendicesIII.Executive SummaryIV. Concept Generation and DevelopmentNeed:Kids are messy with their stationary, and require a way to store in a playful manner to encourage neat and studious behavior.

Studies from Childdevelopmentinfo.com show that when kids are able to interact with toys in a way that also allows them to interact with intelectual aspects will give kids more confidence in the classroom, leading to better grades and more inclusive behavior. When kids are more successful in the classroom, then they are more confident and successful in their future, according to livestrong.com. This confidence is needed by children and can be provided in part by Dr. Owl by giving kids the ability to play with creative and educational toys which do not require technological knowledge.

Target Market Demographic: The buying unit for this product are parents and gift providers for children ages 4 and up. When compared to school kits and creativity sets, the recommended age range for our toy is ages 4-15. The primary market are adults, even though the children are essential in giving return customers, parents must feel comfortable purchasing our product for their kidsBenefits:The need for better confidence of a person can be addressed with Dr. Owl by promoting educational behavior.

Even low forms of instruction can increase a person’s confidence. Dr. Owl helps instruct children to be organized with different compartments of the toy. This will allow a child to want to interact with organization more than with other toys. Dr. Owl will also encourage children to be more studious as all the features of the form are stationary-based, encouraging a child to sit down and write, draw, study and do things that will develop their creative and educational skills. This small push to sit and study with the toy will also provide children with more confidence about their school work.

Specific toys such as blocks and construction tool playsets have proven to help children improve their study and organization skills in their home environment.Form:Our toy is a stationary that is owl-shaped in order to represent wisdom. The toy uses aesthetically pleasing colors to attract children and parents (primary market). The attachments and body have a round shape which allow the toy to be safe. The body also acts as a protective covering for the attachments, allowing it to be safely handled by smaller children.

All of the pieces of Dr. Owl come together like a Lego piece, they click on to the body. This click in place will occur with a stem and hole much like a Bratz™ doll foot. There is not a current identifiable form of toy like ours. There are however, school supply boxes shaped like different animals and loved cartoon characters. There is currently a Hello Kitty school kit in the market, and Crayola brand creativity kits that are in fun boxes. No product however actually has the different stationary tools become a part of the container itself. Dr. Owl can be viewed as a New-to-market product for this reason.

Technology: The product is made primarily from plastic, so manufacturing can be made inexpensive through outsourcing. And it might also be made locally through US based plastic companies. Would be created through using plastic molds and assembly lines for mass production. Pencil sharpening feature pen, and eraser can be created through a partnership with a well-known pencil manufacturer to ensure high quality in our product features.Estimate Cost:http://www.rexplastics.com/quote-request.phpV.

Concept Testing and SelectionConcept Statement (not commercialized):The products is one that offers the children an opportunity to play with educational and creative toys that do not need the use of technical technological application that children are not able to apply. The unique design of Dr. Owl will enable children to become organized the various parts h toy, providing them with the opportunity to interact with their larger environment, than just with the toy itself. With this kind of a design, the parents will be sure that their children, whenever they are playing and interacting with their toys, they are able to maximize on their studies as it will allow the children to sit down and write, draw and study as well as engage in creative activities that promote learning. Dr. Owl is a plastic figure whose body parts and accessories offer a creative function for homework and creativity.

The educational toy has different body parts that become different tools. Concept Test: A survey was done with people representing several cultures from different parts of the world. Our sample size of 16 adults who currently have children’s age of between 3 to 12 were interviewed in an one-on-one interview method for the concept test. The interviewed participants have various cultural and economic backgrounds. We asked total six questions that four open-ended and two likert scale questions.

The participants were asked to answer questions regards to our new product such as preference of purchasing, design, attributes, practicality and price. Overall, the survey results have shown positive interests on Dr. Owl. As a new product development, it was important to find out that all of the participants were not familiar with our product. 14 out of 16 participants answered positively purchasing preference. The results also demonstrated importance of attributes of our product in the order of safety(4.7), duration (4.3),  aesthetics (4.2), value of money (4.1), educational (4.0). The numbers in the parenthesis represent average score of each attribute out of 5.

Maximum and minimum price range that the participants are willing to pay were $50.00 - $6.00; the average price was $22.72 which was higher than our expectation. Moreover, regards to the question for preference of design- owl as an animal choice, about 30 percents of participants suggested dog, cat and rabbit that are more familiar to children.  However, there are few potential limitations of the concept test. Due to considerably high costs and time consuming characteristics of one-on-one interviews, there are a limited number of interviews allowing for less perspectives of the product.

Moreover, customers reactions towards the concept might be biased which might cause more biased results on the concept testing due to small sample size.Concept SelectionAfter the concept test, there were various results that were found from the survey carried out. About the design, some participants suggested dog, cat and rabbit designs as these are the animals familiar to the children. All the designs were adopted and Dr. Owl was designed in the various forms suggested. Various aspects of the product in each design were also be adjusted according to the levels of satisfaction of the participants following their responses.

Safety was considered the most important factor when designing the products followed by duration, aesthecity, and value of money and educational. This meant that, a lot of improvement were focused on the educational and value of money aspects of the product. Out of all the designs, the one that best fits the participants’ choice. In this case, the design that had an animal shape, safe, less expensive and looking beautiful was selected as the best concept. VI Marketing PlanA. Target-market: Parents with children 4-15 years old.B. The most important characters to remember in childrens stationery are bright colors and reducing sharp angles.

This way, the product can encourage children’s interaction by making it aesthetically appealing and safe. Dr. Owl Childrens Stationery includes a pair of scissors positioned as glasses, oval and circle stencils patterning the wings,highlighters for the feet, and a pencil sharpener as a hat. The body of the owl is also home to a small drawer and a penholder. B. Key target market product relevate needsB. Position strategy and value propositionB. initial tactical plans for market offerVIII. Assessment and Insights Gained About the NPD Process