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Carpetflick Case Study

1631 words - 7 pages

CarpetFlick Case Study
MRKT450 Salesmanship
Potomac College
July 13, 2014

Abstract
This paper will discuss the relationship between Proctor & Gamble and design company IDEO in the development of the product CarpetFlick. I will state my opinions IDEO’s contribution to the design and how they overcame obstacles to create the final product. I will discuss what P&G gained from the new product line and other ways they could have approached the new market. Lastly I will expand on the ways that new product development could further satisfy P&G’s desire to continue expanding into new markets.

CarpetFlick Case Study
It is a priority of a company to continue to grow business ...view middle of the document...

Developing a new product is a complex process. It is not as simple as coming up with ideas for new products, producing the product and putting the product on the market. New products must not only be useful innovations that can be produced and sold for a reasonable profit, but they must also be safe, protected by intellectual property rights, and perhaps most importantly, be marketable (Browne, 2011).
The process usually starts with someone or a group of individuals brainstorming about how to solve a problem. Then after an idea is generated, it must be reviewed to ensure it is a viable idea and can be produced easily without an unnecessary cost factor. Utilizing basic internal and external SWOT analyses, as well as current market trends, one can distance themselves, from competition by generating ideologies which take affordability, return on investment(ROI), and widespread distribution into account (Brands, 2013).
Once a product is found to be viable, then the concept goes into development. Concept development includes getting a handle on basics such as the costs of the materials, overall production costs, potential profit, additional target research, and identifying target customers. Once that is all taken into perspective the product goes into design and manufacturing (Browne, 2011). In this stage the product is tested and more research is gathered to insure that the product works and will be well received by the target audience. Lastly, the product goes onto the market to be sold to the end users.
What was IDEO’s contribution in the development of the CarpetFlick?
In the “P&G CarpetFlick” case study, IDEO played a major role in the development of the CarpetFlick. They had partnered with P&G before so they understood what they were looking for and how it had to match their brand image. When approached with the task of developing a product that would allow P&G to gain entry into the carpet cleaner market, IDEO started with gathering information from customers to determine needs. The market research suggested that the customers wanted a vacuum that would not only pick up but would be quieter than the cleaner that they currently used.
IDEO, along with P&G chemist Bob Godfroid, went into a “deep dive mode” and tested several items to determine what item or combination of items would be able to meet the customer’s needs. After trying several ideas, even Play-Do, they found that a squeegee, coupled with a balloon, was the best combination for the removal of dirt and small debris. The squeegee would dig out and pop the debris out of the carpet while the balloon attracted the particles and they stuck to it. The prototype was made and was presented to the chief technology officer, which approved additional funds to develop it further. After several new designs and tests, the CarpetFlick was market tested. The market test revealed a major flaw. The product did not pick up lint or hair.
IDEO designers went back to the...

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