1. An Overview of the Design Process The Main Steps Coming with the CBP (Core Benefit Proposition) Psychological Positioning of these benefits in a Joint Space of of Competing Products and Customer ideal brands or vectors Supporting the Psychological (Perceptual ) positioning in terms of physical features and ingredients

2. The Design Process Components in the Process: Opportunity Indentification Consumer Measurement Models of Consumers Prediction of Market Behavior EvaluationRefinement

3. Final Output Target market and customer segment CBP Psychological Positioning Support by Physical Characteristics Initial Strategies for the marketing mix

4. Key Points A product is both a psychological entry and Psychological Positioning Design is interactive Prediction and Understanding Fit between analysis level and strategic decision Blending Managerial judgment with qualitative and quantitative techniques