1. 1.3 Marketing mix and strategy - sections
1.3.1 Product/service design
1.3.2 Branding and promotion
1.3.3 Pricing strategies
1.3.4 Distribution
1.3.5 Marketing strategy

2. 1.3.1 Product/service design - syllabus
Candidates should be able to:
Assess the design mix in terms of function, aesthetics and cost
Explain how changes in the elements of the design mix reflect social trends (concern over resource depletion: designing for waste minimisation, re-use and recycling; ethical sourcing).

3. Design
What does “good design” mean?
Good design adds value e.g. who created 5,127 prototypes of his first _____________ before he was satisfied?
He now has global sales of £6 billion and profits of £800 million a year
What is product design?

4. The design mix The design mix consists of three key factors:
Sometimes all three factors are equal, other times one factor will matter more.

5. Changes in the design mix must reflect social trends
What social trends are changing?

6. Colgate-Palmolive example
In 2014, Colgate-Palmolive announced that by 2020 they would switch to using what?
What might be the negative impact of this? What are the positive benefits?

7. Ethical sourcing – definition
What does “ethical sourcing” mean?
E.g.

8. Ethical Sourcing Forum
The Ethical Sourcing Forum (ESF) reports on ethical issues. In 2014 they published a report on Bangladesh (following the Rana Plaza industrial disaster in 2013 when 1,130 garment workers were crushed to death).
For Western retailers where, and how, goods are made has become more important (but is it ethics or just PR?).

9. Design and ethical sourcing
Designers may have no idea how (or where) their products are made. E.g.
Do customers care if products are ethically sourced?
Firms may use ethical sourcing for some of their products but not all e.g.

10. What are the benefits of adapting product design to meet changes in social trends?