Final Assignment

STEAM Trolley by Trolle Iacobucci

The Course: ​MENTR201 - New Product Development

Professor: ​Dr. Anne Walder
Done by: ​Violeta Kotvitska

2021
 1. Introduction / Summary

TrolleTM was founded in 1972, when Emilio Iacobucci started manufacturing high –
quality aircraft trolleys. Nowadays, the company has expanded its ways and started
producing not only for commercial and general (private jets) aviation needs but for
other needs in the hospitality industry, private home usage, restaurants, F&B and
etc. The company is dedicated to the innovative approach and aims to satisfy
customer needs. The main idea behind is reduced dimensions, high performance,
reliability, low weight, comfortable fixing and innovative design ​(Iacobucci HF
Aerospace, 2021).

Trolle TM Iacobucci already has a successful production for yacht and domestic
usage as built – in systems (water, coffee), following the idea about space
optimization. STEAM Trolley by Trolle TM is the same philosophical approach which
combines reduced dimension, comfortable fixing and problem solving of the client.
STEAM Trolley by Trolle is a movable ironing desk and steamer in one piece, with
shoe cleaner, implemented down the trolley. Moreover, it will have small storage
space from both sides in order to put some special liquids or, for example, brushes
(visualisations available in appendix 1 & 2). By manufacturing trolleys like that it will
save our customer the time they are spending on adjusting the ironing desk,
connecting to the power to the iron and finding the place to allocate all these
components. STEAM Trolley is convertible and can be allocated in any wardrobe,
what is the benefit for the domestic usage where there is an issue within a space
limit. Innovative design, innovative technologies and professional approach is the
solving for the 21st century busy lifestyle. STEAM Trolley by Trolle TM is what will
optimize your time and space.

2. Competitors

Currently, one of the most pressing topics in all areas of employment is how strongly
COVID-19 has affected a particular business as a whole. As for the aviation
business, it is safe to say that the aviation companies were in a completely different
situation before the epidemic. According to (OECD, 2021), air transport is one of the
largest sectors with a wide variation in productivity between different companies and,
likewise, profitability. Consequently, the airlines entered the crisis from the
COVID-19 strike completely unprepared for confrontation.
What do we know about air transport? It is convenient, it is fast, it helps to get
anywhere in the world. Air transport is also about the convenience and comfort of the
client. Thus, airline companies have many suppliers in completely different areas of
services. For example, aviation seats, belts, holders, manufacturers of special
cutlery, carts, and catering companies are all (and many others) with whom airlines
cooperate to ensure a comfortable and safe flight for passengers.
The proposed product is a continuation of the range of aircraft trolleys, but
reformatted for home use. As mentioned earlier, COVID-19 significantly shook the
industry, but many companies supplying carts for airlines (for transferring food, for
recycling waste, etc.) were in different directions, not only aviation. It is this variety of
products that has not led these companies to complete bankruptcy today.
As already mentioned in the description, the offered trolley is a combination of
ironing and steaming accessories in one design and this is something that has not
yet been found on the market and it is impossible to give examples of competitors of
such products. However, the companies listed below do not only deal with supplies
for airlines, they also produce products for home use.

Name Aeroservey Product Korita Aviation Tianchang Cheers

Co., Ltd Metal Limited

Price n/a n/a n/a

The companies given in the example are direct competitors in the aviation line,
however, Trolle Iacobucci is one of the few that is produced for operation on yachts
and at home.
As for the monetary equivalent, this information was not available and could only be
requested personally from the manufacturer. According to (Airline trolley | Etsy,
2021), which presents various options for trolleys for air transport, you can see that
the average price of one trolley ranges from $ 800 to $ 1000.
 3. Product Opportunity

The main driving force behind product, service, and information processing
companies is product opportunity identification (Cagan and Vogel, 2001). Product
opportunities exist when there is a certain gap between what is already on the
market and what is opportunity for new or improved products. In other words, for
those products that are the result of emerging trends. Successfully filling this gap, a
product responds to the conscious and unconscious expectations of consumers and
is perceived by them as useful, usable and desirable.
In terms of product offerings, the STEAM Trolley by Trolle Icobucci will successfully
fill this gap as it is the fruit of an innovative approach to solving multiple problems at
once and meets customer expectations. It is also necessary in everyday life and on a
daily basis.

4. Mission Statement

The mission of the STEAM Trolley is overlapping with the main idea of the company
that manufactures it.
Trolle Icobucci suggesting the product that is about: space optimization, innovative
approach to steaming & ironing, reliability and high performance. STEAM Trolley is
your helper n.1 in the 21st century, where time - is pir main source of success and
we need to manage it properly.

5. Customer Needs
STEAM Trolley by Trolle Iacobucci will meet specific customer needs, listed below:
● Need in time optimization
● Need in space optimization
● Need in new and innovative approach to the designing
● Need in high performance product
● Need in innovative approach to the ironing & steaming product
 6. Concept Selection Matrix

STEAM Trolley by Trolle is unique in its segment as there is no alternative to this

product in the foreign markets. For future comparison, the above is an example of a
table, in which it will be possible to understand whether the proposed trolley is still
the market leader or whether innovative changes need to be made in order to
differentiate itself from the competition.

7. Key Uncertainties

● If the product will have a desired purchase dynamic or the COVID-19

pandemic will have significant impact and slow down the distribution?
● Is it going to rise in competition due to the fact that competitors will adjust
suggested ideas to their production line?
● Will the product meet all customer expectations?
 8. Situational Analysis

8.1 SWOT Analysis

Strengths:​​Customer Loyalty; Uniqueness; Time - Saving; Personalisation.

One of the strengths of the proposed cart will be that the company Trolle iacobucci
already has an established relationship with its customers. They trust the company,
choose it and they are confident in the quality of its products. Thus, STEAM Trolley
will have more attention at first and will attract more possible clients and will have
less resistance on the market from the competitors.
The second quality that can be considered as strengths is the uniqueness of the
product. STEAM Trolley is the first trolley and construction that combines ironing,
steaming and shoe cleaning at one piece. In other words, all the most time-taking
daily routine tasks are combined in one trolley and designed in a way that will give
an opportunity to spend less time on this type of daily responsibilities.
As it was mentioned above, STEAM Trolley is helping to save time for its clients,
what will be considered as the third strong side of this product.
Personalisation and Interior Adaptability can be considered as one more strength of
the STEAM Trolley. First of all, personalised products can lead to increase in
customer satisfaction. In other words, it creates an emotional bond between the
client and the brand, which makes clients loyalty stronger (Sashi, 2012). Moreover,
as it will be discussed further, STEAM Trolley by Trolle Iacobucci is targeting not
only domestic installation but as well a Hospitality Industry sector. As it is well
known, each hotel or/and hotel company has its own styling of interior in different
hotels locations, which means that trolleys must be customised and designed in the
way hotel rooms will be designed. This aspect gives an opportunity to the product to
occupy the wide range of possible clients/hotels/locations and to have a high level of
"availability".

Weaknesses: ​New on the Market; High Manufacturing Cost

It is always a challenge for the new product on the market to be successful.
According to Wunker (2017), to the customers sometimes it is much easier to do
things the old ways, so they just do not know that they need a suggested new
product on the market. For example, it might seem normal to vacuum an apartment
every day after work in order to keep it clean and tidy, however nowadays it is
reasonable and easier to purchase a robotic vacuum cleaner and have secondary
help on a daily basis. People are just getting used to the routine they have been
doing for years and it is challenging to switch to something that will ease their lives.
In order to catch the attention of possible clients it is essential to invest into
promising and eye-catching advertisements, what of course, meaning even more
expenses.
High manufacturing cost as well should be considered as weakness, because it
means that the price of the product in the end will be higher. High price even with the
good quality of the product means narrower coverage of potential customers who are
ready to purchase products.

Opportunities: ​Stronger relationship with clients; expansion of production line

New products of the brand that are accepted by customers are always a good thing.
New or innovative approaches create stronger bonds.

Threats: ​
COVID-19; staff reduction

COVID - 19 can be considered one of the most important threats a product can face.
The pandemic puts a lot of enterprises in a state of crisis and also increases the
competitive race between them. In order to stay on the market and be needed by the
client during this period, the business cannot but invest in development and create or
improve products. We can say that on the one hand, COVID-19 is the engine of the
process, but if you think about it, then for the successful production and assembly of
the proposed trolley, materials and raw materials may be needed that need to be
exported. Exports are slowed down, therefore, there may be supply disruptions and
product deadlines, and as a result - a dissatisfied customer and the threat of stable
earnings.
The pandemic has also affected employment, and all over the world in companies
there is a reduction in staff. Without a stable job there will be a problem with income,
therefore people may not have the opportunity to purchase the proposed product.

8.2 Idea Generator

The idea behind the STEM Trolley by Trolle Iacobuci came from personal life
experience and from daily life experiences of the other people. As I grew older, I
increasingly observed how the ironing process was very unpleasant for my mother.
After several washes in the middle of the week, clean clothes accumulated in the
closet and at the end of the week the day was set aside for this routine. However,
there were days when my dad was in a hurry to get to work, and my mother did not
have time to iron his shirts in the evening. The ironing process itself took a sufficient
amount of time to be late wherever possible. For example, to iron one shirt, you
always had to first get the ironing board, set it up, get the iron, connect it to the
power supply and wait until the device warms up. After all the preparations, which
took at least 20 minutes, the ironing process can begin, which takes another 10
minutes. Therefore, 30 minutes - 40 minutes can be spent ironing one shirt daily.
After I started living on my own, I myself began to face this problem. In an attempt to
prevent a daily waste of 40 minutes, I purchased a steamer. The steamer coped with
tidying up the shirt much faster, but when I needed to carefully iron the trousers or
just the sheets, one steamer was always not enough. Moreover, it all took up too
much space.
This is how the idea arose of creating a single design that combines both steaming
and ironing.
The collaboration with the airline trolley company was sudden and spontaneous. I
personally have always admired the coherence of aviation and was always
interested in what products are on board during the flight and what their functionality
is. So I began to delve into which companies cooperate with airlines and are
engaged in manufacturing. And so the idea arose to create a trolley similar to those
used by aviation, as this combination of lightness, intelligent function and space
optimization seemed like an incredibly good idea for something new.
 8.3 Screening & Evaluating Ideas
According to (Spacey, 2017), idea selection is a kind of process of evaluating ideas
in order to discard as many unnecessary ones as possible. It all starts with
generating optimistic ideas, even somewhere illusionary, and then a pessimistic view
is formed.
There are certain criteria for selecting ideas:
1. Relevance - does this specific idea meet your objectives?
In this specific case with STEAM Trolley the main objective is to give people an
opportunity to save time during the day and at the same time create something that
will be new to the market, innovative and will not take too much space where it will
be allocated. Suggested items meet all the objectives that stand behind it.
2. Assumption - is the idea based on flawed assumptions?
The idea is based on the opinions of several people that were specifically questioned
about the suggestd idea / product. It follows from this that no, the idea is not based
on the flawed assumption about the need for this product.
3. Constraints - such as budget, resources or/and dates?
STEAM Trolley is an expansion of the product line of Trolle Iacobucci brand and has
full financial support and unlimited budget on production. No limitations on
resources, however there is a constraint about duration (3 month is the maximum for
production).
4. Feasibility - is the idea workable?
Yes, the idea is workable, considering all the information given above.
5. Risks - what are the possible risks?
Acceptance on the market is one of the main risks of STEAM Trolley. There is
always a risk of failure when it comes to a completely new idea in the market.
Additionally, another risk can be the duration of production. COVID-19 is slowing
down the suppliers, which can lead to delays in manufacturing and with delivering
finished products.
After taking into the consideration all factors, the idea can move forward to the
project planning stage.
 Business Analysis:

1. How will the product meet definite customer needs?

Customer needs that will meet the STEAM Trolley by Troll Iacobucci listed in the
section of “Customer Needs”.

2. How will the product be a logical addition to the company’s product mix?

As mentioned earlier, the Trolle Iacobucci company is not only engaged in the
production and supply of trolleys for commercial and private aviation, but also
manufactures products for domestic use and for the convenience of yachts. For
example, the product grid includes such items as built-in equipment for coffee
makers, water coolers or built-in panels for waste disposal. Every product
manufactured by the company is aimed at reducing the space occupied in the
premises and ensuring the highest level of efficiency.
Thus, the trolley proposed in this work will be a logical addition and expansion of
products. Moreover, the scope of the market is expanding, since now one of the
main targets is the hospitality industry and the restaurant business, which can have a
very positive effect on the reputation and income of the company.

3. How will the product be developed, produced and marketed?

STEAM Trolley by Tolle Iacobucci is a continuation of the brand and therefore production will
take place in Italy, at the Trolle factory in Italy.
The marketing strategy will also follow the pattern used by the Trolle company, and
advertising will consist of bringing products to a website, brochures, billboards and also a
benchmark for customer recognition and trust towards the brand.

Development:

1. What kinds of materials are to be used in manufacturing?

According to Meal Trolley - On Flying (2021), it is usually a rigid metal box with
casting wheels, doors and handles, stored in the aircraft galley. TRIM The trolley will
be made according to the same analogy and will observe the same parameters,
even in proportions, namely: 0.75 meters in height, 1 meter in length and 0.3 meters
in width (however, this is a standard, by personal order these parameters can be
made in different proportions).
In the same way as for service carts, in matters of interior will give preference to
materials that are resistant to abrasion (allows for easy and frequent cleaning of the
surface), with high tensile strength and toughness (built-in technologies such as an
iron or a steamer should be taken into account ). The wheels will be equipped with
special braking components to avoid unwanted movements from one place to
another.
Recommended materials for use: metal and aluminum, wood top or other desired
material is possible.

2. What type of packaging will your product need? What function will the
package serve?

The packaging will be without any specific additions and will have only safety
ideology behind.
The main packaging will be made of cardboard and there will be a soft backing
inside to protect the goods from possible damage.

3. What brand name will the product have?

STEAM Trolley by Trolle Iacobucci.

 9. Appendices

Appendix 1 - Sketches

Appendix 2 - AutoCad
 10. References

Airtraveldesign.guide. 2021. ​Meal Trolley — On Flying.​ [online] Available at:

<https://airtraveldesign.guide/Meal-Trolley> [Accessed 19 February 2021].

Cagan, J. and Vogel, C., 2001. ​Identifying Product Opportunities: The SET Factors |
Identifying New Ideas for Breakthrough Products | InformIT.​ [online] Informit.com. Available
at: <https://www.informit.com/articles/article.aspx?p=24132&seqNum=3> [Accessed 19
February 2021].

Etsy. 2021. ​Airline trolley | Etsy​. [online] Available at:

<https://www.etsy.com/market/airline_trolley> [Accessed 17 February 2021].

Iacobucci.aero. 2021. ​Iacobucci HF Aerospace.​ [online] Available at:

<http://www.iacobucci.aero/> [Accessed 17 February 2021].

OECD, O., 2021. ​COVID-19 and the aviation industry: Impact and policy responses​. [online]
Oecd.org. Available at:
<http://www.oecd.org/coronavirus/policy-responses/covid-19-and-the-aviation-industry-impac
t-and-policy-responses-26d521c1/#:~:text=linklink%20copied!-,When%20the%20COVID%2
D19%20crisis%20hit%20air%20transport%2C%20the,whole%20aviation%20industry%20wa
s%20affected&text=Moreover%2C%20if%20implemented%20for%20air,)%20by%20up%20t
o%2050%25.> [Accessed 17 February 2021].

Sashi, C., 2012. Customer engagement, buyer​‐​seller relationships, and social media.
Management Decision,​ 50(2), pp.253-272.

Spacey, J., 2017. ​7 Examples of Idea Screening​. [online] Simplicable. Available at:
<https://simplicable.com/new/idea-screening#:~:text=Idea%20screening%20is%20the%20pr
ocess,a%20pessimistic%20view%20of%20ideas.> [Accessed 18 February 2021].

Wunker, S., 2017. ​10 Obstacles To New Product Success | Branding Strategy Insider.​
[online] Branding Strategy Insider. Available at:
<https://www.brandingstrategyinsider.com/10-obstacles-to-new-product-success/#.YDFP23c
za3I> [Accessed 20 February 2021].