Brand Management

Assignment-4
Syndicate 2

KANO’s Model
Abhinav Anand 10020541067

Arvind Yadav 10020541070

Sneha Thorat 10020541110

Y Rahul 10020541117

Madhur Dugar 10020541124

Sunny Goyal 10020541128

 INTRODUCTION
o Invented by Dr. Noriaki Kano
o Is a quality measurement tool used to prioritize customer needs based on how they
impact customer satisfaction
o Affect future purchasing decisions
o Strategically guides design decisions

1. Must-be attributes
• Also called threshold attributes
• Represent basic musts or functions expected of a product/service
• When present are neutral, when absent they dissatisfy consumers

2. Performance attributes
• Also called ‘more is better’ attributes and one-dimensional attributes
• Directly linked to voiced demands of customer relative to quality and their
willingness to pay
• Presence enhances satisfaction while absence reduces it
• Linear relation to customer satisfaction à the better you do the more they like
it!

3. Surprise and delight factors

• Also called excitement factors and attractive attributes
• Satisfies latent needs,
• Their presence increases satisfaction, their absence does not decrease it
• Source of differentiation

Basic Kano Graph

Unanticipated
• Excitement
• Surprise
• Delightful
Specified
Unspoken • Required
• Desired
• Normal
Performance

Basic
Spoken
• Essential
• Taken for granted
• Threshold
Unspoken / Latent

Customer
Satisfaction
FEATURES SEEN IN THE TRANSITION FROM 4TH GENERATION GAMING CONSOLES TO 5TH GENERATION
GAMING CONSOLES

Assumed features Expected features Delight features

Simple 2D character models Complex character 2D models Games featuring polygonal
character models
Simple Analog stick with four Dual Analog controller Dual shock controller
direction D-pad

16/32 bit processors 64 bit processor Evolution to 300 mhz processors

No external hard disk space Memory card Memory card 8 MB for save
games(ps2)
Cartridge loading Cartridge loading with extra CD gaming
chip( Star Fox)

No graphical user interface in Non navigable graphical screen Graphical user interface
absence of cartridges in case of non loaded console dashboard
Mostly In house game development
studios(Sega, Atari.inc)
No pixel shader
FEATURES SEEN IN THE TRANSITION OF SIXTH GEN GAMING CONSOLES TO THE NEXT GEN
GAMING CONSOLES
ASSUMED FEATURES
Support for standard TV
resolution
Wired dual shock controller
Disc gaming
Listen to audio CD’S and VCD’S
Support of dedicated Game
development studios
Majority Third party game
development studios(eidos
interactive, ubisoft, namco
Bandai, capcom)
Pixel shader 1.3 ready
EXPECTED FEATURES
Supports resolution of HD ready
and full HD format
Wireless dual shock controller
with vibrations
DVD gaming
enjoy movies on DVD’S
Backward compatibility for
support of games on previous
generation consoles(PS one
classics on PS 2/3 and PSP)
Dedicated game devolpment
studios (santa monica for sony,
epic games for Microsoft)
Pixel shader 2.0 scaled
DELIGHTED FEATURES
Supports resolutions to the
tune of 2560*1600
Wireless controller with
joystick resemblance with
motion sensitivity and force
feedback
Blue ray or HD DVD gaming
Play HD DVD and blue-ray
movies
Exclusivity of game
development studios on a
platform only(god of war 3
and gears of war 2)
Graphical user interface General software evolution Touch screen graphical user
dashboard interface dashboard

Slot for hard disk 60 GB hard disk 120 GB+ hard disk

Support for 3D games(DX 9.0 3D games with cutting edge Support for 3D glasses
ready) graphics utilizing all features of DX
10
Pixel shader 2.0 support Pixel shader 3.0 enabled Pixel shader 4.0 compliant

Exclusive games on the xbox 360 platform Exclusive games on the ps3 platform(owner’s
(owner’s delight measured as an indicative of the delight as an indicative of review scores)
Review scores)

As of May 7, 2009, Gears of War 2 had sold over According to the retail tracker NPD group, God
5 million units worldwide, bringing the franchise of War III sold approximately 1.1 million copies
total to 11 million units sold. by the end of March 2010 in the United States. It
 was the best-selling game on any console and its
opening month sales were 32% higher than the
one of its predecessor, God of War II.

Public opinion poll Score

GamePro

GameSpot 9.0/10 Eurogamer 9.0

GameSpy Gamespot 9.0

GameTrailers 9.5/10
IGN 9.3

IGN 9.5/10

Official Xbox Magazine 9.5/10

X-Play

Infamous was released at the end of May, and

the game sold 175,900 copies in the United
States on its opening week, recorded in May
2009 sales according to the NPD Group, and sold
192,700 copies in the United States over the
month of June 2009, the 10th highest-selling
game that month. As of December 4, 2009, the
game has sold 1.2 million copies.