1. DG507 Value Propositioning Group 1: Martijn Bodde | Jelle Dekker | Zehao Cui 11-11-2009

2. Task Description Analyze consumer insight for Philips Perfective Iron. Formulate consumer insights for project DPL17 Where-able to wear

3. Philips Perfective Iron -Philips & Robijn -Price : 90 Euros -Easy to use with cartridge -Cartridge can only be found in electronic stores

4. Consumer Insights Target Group Age from 18 to 45. House wives & Employees. People who are willing to spend more on the ironing. Students are more enthusiastic about it than employees. Sources: http://www.marketingonline.nl/topofflop/case03.2004.html http://archief.fembusiness.nl/2005/11/05/nummer-44/Philips-Sense--Complexity.htm http://www.marketingonline.nl/topofflop/case03.2004.html http://archief.fembusiness.nl/2005/11/05/nummer-44/Philips-Sense--Complexity.htm

5. Consumer Insights

6. Problems of the product Unlike Senseo, users dont need the cartridges to use the iron machine. It is too expensive for what it offered. People chose to go for regular water and not the cartridge Perfective thus became normal iron for people Product from Philips & Robijn Easy of use Only enter cartridge and go No problem with chalk Effective Better ironing results Efficiency Take less time

7. Project: Where-able to wear Starting point: Giving use to product from client -> Textile+light Choice of subject -> Safety for sporty cyclers Concept: Showing speed by making lighting in clothes and dynamic.

8. Consumer Insights Target Group Sportive cyclers who care about safety. Cyclers who are interested in measuring and showing their speed. Aging from 18 to 45. Consumers of existing cycling wears.

9. Consumer Insights

10. Thank you! The End