THEME 1:

MARKETING
AND PEOPLE

£0.45p/litre £1.00/litre £2.50/per litre

Which of these products would you buy? Why?

1.3 MARKETING MIX AND STRATEGY

Edexcel Business 1.3.1 PRODUCT/SERVICE DESIGN
 1.3.1 PRODUCT/SERVICE DESIGN

◎ In this topic you will learn about

◉ Design mix:
• function
• aesthetics
• cost

◉ Changes in the elements of the design mix to reflect

social trends:
• concern over resource depletion: designing for
waste minimisation, re-use and recycling
• ethical sourcing
 THE MARKETING MIX - PRODUCT

❖ Product is the goods and services that the firm provides

❖ Product will be made up of core features and functions as

well as additional aspects that can sway consumer
behaviour e.g. brand or guarantees

❖ Goods are physical or tangible products e.g. a car or a

television

❖ Services are often non physical or intangible e.g.

financial consultancy or teaching

❖ Businesses will normally have a range of products in their

portfolio
 DESIGN MIX

◎ Design mix is the three fundamental elements of

product or service design that must be taken into
account during the research and development stage i.e.
prior to launching onto the market
Aesthetics

Function Cost
 DESIGN MIX

◎ Design mix:
◉ Function
• The product or service has to be able to fulfil the primary
purpose for which the consumer purchased it e.g. does the pen
write? Is the car driveable?
• There may also be additional features and functions that add
value to the basic product e.g. Is the oven self cleaning? Does
the nail polish dry quickly?

◉ Aesthetics
• The look and the feel of the product, how our senses respond
to the product e.g. can a laptop be pleasing to the eye and feel
quality when working on it?

◉ Cost
• Whether or not it is possible to provide the good or service
within a budget or at a cost point that will still allow the
business to make a profit
 IN PAIRS

◎ Write a list of 10 of your favourite products

Are there any
products that ◎ Place each one in the triangle to show which element
are bought just of the design mix is most important to you
based on:
• Cost Aesthetics
• Aesthetics
• Function?

Function Cost
 ACTIVITY

Write a list of the features

of this product.

How does it differ from

Robinsons’ traditional
squash?

Why might these changes have been made?

 DESIGN MIX

◎ Changes are made to the design mix to reflect social trends:

◉ Concern over resource depletion
• The use of natural resources quicker than their rate of
Is fracking a
replenishment
justifiable way of ◉ Renewable resources are ones that can be replenished
extracting a
e.g. trees can be used for wood to generate fuel but they
non-renewable
resource? can be replanted
◉ Non-renewable resources are ones that are in finite
supply and therefore will run out e.g. oil or natural gas

◎ Work in pairs to complete the table below to show examples of

Is ‘greener' renewable and non-renewable resources
freight key to
more
sustainable
global trade?
 DESIGN MIX

◎ Changes are made to the design mix to reflect social

trends:
◉ Designing for waste minimisation, re-use and recycling

◉ Examples of this include:

What is • Changes to packaging
Nestle’s • Compressed or concentrated products
attitude to
packaging? • Refill packs
• Recycled materials as a raw material
• Recyclable packaging
 DESIGN MIX

◎ Changes are made to the design mix to reflect social

trends:
◉ Ethical sourcing

Organic farming ◉ Buying materials from suppliers that are behaving in a

'benefits morally correct manner
biodiversity‘.

◉ Having an ethical procurement policy that believes in

behaving in a morally correct manner towards suppliers
• Fair trade
• Responsible and organic farming e.g. free range chickens
and intensive farming of animals
• Sustainable sources
 IN TEAMS

◎ Produce a spider diagram of products where

elements of the design mix have been changed
to reflect social trends

◎ For each product identify the reason for the

change

◎ In your opinion are these improvements to the

product from a consumers perspective
 1.3.1 PRODUCT/SERVICE DESIGN

◎ In this topic you have learnt about

◉ Design mix:
• function
• aesthetics
• cost

◉ Changes in the elements of the design mix to reflect

social trends:
• concern over resource depletion: designing for
waste minimisation, re-use and recycling
• ethical sourcing