NEED PULL
• Develop a clear understanding of needs and finding ways to meet those needs.
• Henry Ford was able to turn the luxury plaything that was the early automobile into something which became ‘a car for Everyman’
HYUNDAI
• How to tailor their products to suit the needs of local markets?
• They visited an ice rink and watched an Olympic medallist skate around to help them gain an insight into the ideas of
grace and speed which they wanted to embed in the car - ‘assertive grace’.
• They studied a target segment of ‘glamour mums’. Ethnographic methods looked at their homes, their activities and their lifestyles.
TOWARD MASS CUSTOMIZATION
• Mass customization is the ability to offer highly configured bundles of non-price factors configured to suit different market segments
• Distribution customization (customers may customize product/service packaging)
• Sending a book to a friend from Amazon.com. They will receive an individually wrapped gift with a personalized message from you
Assembly customization (different predefined option)
• Buying a computer from Dell or another online retailer. Customers choose and configure to suit their exact requirements from a rich menu of options.
• Bank offering tailor-made insurance and financial products
Fabrication customization (different predefined designs)
• Buying a BMW, where the customers are involved in choosing which best meets their needs, e.g. engine size, trimlevels, color, fixtures and extras.