Market & aesthetics
Design & Manufacture · Higher · mrkellydt.co.uk
What you're learning in this topic
Learning intention WALT
We are learning about market & aesthetics, specifically to understand:
- how the target market influences design
- marketing techniques used to influence sales
- the benefits of branding
- technology push and market pull with examples
- the aesthetics of a product, linking aesthetic terms to parts
- what influences the aesthetics of products
- the stages of the product life cycle and how to extend sales
- niche marketing
- the influence of fashion, trends, style and economics
Success criteria WILF
- I can describe how the target market influences design
- I can describe marketing techniques used to influence sales
- I can explain the benefits of branding
- I can explain technology push and market pull with examples
- I can describe the aesthetics of a product, linking aesthetic terms to parts
- I can describe what influences the aesthetics of products
- I can describe the stages of the product life cycle and how to extend sales
- I can explain niche marketing
- I can explain the influence of fashion, trends, style and economics
Target market
The group of people a product is aimed at (age, gender, income, lifestyle). It influences function, performance, aesthetics, price, user interface and how the product is promoted.
Technology push and market pull
- Technology push: new technology, materials or processes from R&D drive new products (many electronic products, e.g. mobile phones).
- Market pull: consumer demand drives new or improved products, often after a competitor launches something.
Marketing techniques to influence sales
- Pricing strategies: launch offers, discounts and sales; premium pricing to suggest quality; price matching competitors.
- Advertising and promotion: TV, online and social media adverts, sponsorship, celebrity endorsement, special offers such as buy-one-get-one-free.
- Product placement: products shown in films, TV shows and games, or placed in prominent positions in shops.
- Packaging and point of sale: eye-catching packaging and in-store displays.
Branding
A brand is everything people associate with a company or product: its name, logo, reputation, promise and customer service.
- Benefits to the company: recognition, customer loyalty and repeat sales, can charge higher prices, new products launch more easily.
- Benefits to the consumer: trust and confidence in quality and reliability, easy to recognise.
- Benefits to the retailer: predictable sales and customers who come looking for the brand.
Higher market topics HIGHER
- Brand loyalty levels: recognition → preference → insistence.
- Niche marketing: targeting a small segment with specific needs. Less competition, loyal customers who may pay more; but higher unit cost, reliance on one product, vulnerable to market change.
- Product life cycle: introduction (build awareness) → growth (build preference, market share) → maturity (defend market share, competitors appear) → decline (sales fall; rejuvenate with new features or uses).
- Economics: development, tooling, material and labour costs. Economies of scale reduce unit cost in high volumes.
- Fashion, trends and style: affect aesthetics, sales and how long a product stays desirable.
- Failed launches: poor market research, budget spent before launch, slow distribution, quality or price problems. A well-handled recall can protect reputation.
Aesthetics
Our response to how a product looks and feels. First impressions influence whether people buy.
Aesthetic elements: shape and form, proportion, colour, texture, pattern, line, balance, contrast and harmony, materials.
Influences: target market, where it will be used, fashion and style, materials and processes, and (Higher) look, feel, smell, sound and taste.
Key terms
| Technology push | New technology or materials from R&D drive the creation of new products. |
|---|---|
| Market pull | Consumer demand drives new or improved products. |
| Marketing techniques | Pricing strategies, advertising and promotion, product placement, packaging and displays. |
| Benefit of branding to consumer | Trust and confidence in quality; recognisable products. |
| Benefit of branding to company | Loyalty, higher prices, easier launches, market share. |
| Product life cycle stages | Introduction, growth, maturity, decline. |
| Niche marketing | Targeting a small market segment with specific needs. |
| Aesthetic elements | Form, proportion, colour, texture, pattern, contrast, harmony, materials. |
Quick check
1. A company launches a folding phone because a new flexible screen has been developed. This is…
- Technology push
- Market pull
- Product placement
- Branding
Show answer
2. A brand of trainers appears on a character in a popular film. This marketing technique is…
- Technology push
- Product placement
- Market pull
- Branding
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3. Which is a benefit of a strong brand to the consumer?
- A wider choice of logos and packaging styles
- Free maintenance and repairs for life
- Confidence in quality and reliability
- Lower prices than unbranded products
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4. At which life-cycle stage do competitors appear and the company focuses on defending market share?
- Introduction
- Growth
- Decline
- Maturity
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5. Which is a disadvantage of niche marketing?
- Higher cost due to low volumes
- There is usually more competition
- Customers are rarely loyal to the brand
- The products are hard to tell apart
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6. "I'll only buy this brand" describes…
- Brand recognition
- Brand insistence
- Brand preference
- Brand identity
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Exam-style questions
1. Describe how the needs of the target market have influenced the design of a product of your choice. (2 marks)
Show marking guidance
- Link a feature to a user need, e.g. bright colours and rounded forms for young children (1)
- Tough/durable materials for site workers; large controls for older users (1)
2. Explain two benefits of a strong brand image. (2 marks)
Show marking guidance
- Consumers trust the quality, giving brand loyalty and repeat sales (1)
- Company can charge higher prices / launch new products more easily (1)
3. Describe the stages of the product life cycle and how a company may encourage sales at each stage. (4 marks)
Show marking guidance
- Introduction: advertising/launch offers to build awareness (1)
- Growth: build brand preference, expand distribution (1)
- Maturity: price promotions, new colours to defend market share (1)
- Decline: add new features, find new uses or discount to clear stock (1)
Printable worksheet
An I do, we do, you do worksheet for this topic, with a separate answer sheet.