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Paulina Becerra
National University of Quilmes
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gua estratgica
strategic guide
Qu factores de relevancia debemos tener en consideracin
durante el diseo de un nuevo producto estratgico?
La siguiente gua tiene por objetivo poner a disposicin de aquellos
proyectistas y productores que persigan agudizar la estrategia de su
oferta, una herramienta -a modo de cuestionario- til para la consi-
deracin de aspectos de relevancia durante procesos de diseo de
productos estratgicos.
What relevant factors could we take into consideration during
the design of a new strategic product?
The aim of this guide is to provide a tool for project designers and
producers wishing to improve the strategy of their offer, in the form of
a questionnaire, which will be useful in considering relevant aspects
during the design process for their strategic products.
Sistema del producto
Product system
1 2
Comprender al pblico Entender el posicionamiento
Understanding the public del producto
Sobre qu deseos y motivaciones del Understanding the positioning
pblico podramos apoyar el proyecto? of the product
Cunto estaran dispuestos a pagar para Con qu productos se competira?
este tipo de compra? Qu ventajas competitivas se podra disear
Cmo sera el contexto material que en el producto?
rodeara el producto? Cul sera la posicin del producto
Qu experiencia de compra podra en el mercado?
proponer el producto? Cules seran los factores por los cuales el
What desires and motivations of the public producto sera reconocido y descrito?
could we base the project on? What products will they be competing with?
How much would they be willing to pay for What competitive advantages could be
this type of purchase? designed in the product?
What would the material context surroun- What would be the position of the product in
ding the product be like? the market?
What purchasing experience could the What would be the factors the product would
product propose? be recognized and described with?
1 2
Identificar el producto Controlar la marca
Identifying the product Controlling the brand
Cmo podremos dar a conocer el producto El producto tendr marca propia o se
al pblico especfico? utilizar la de la empresa?
Deber ser a travs de la publicidad, del Cmo deber posicionarse la marca en
punto de venta, de otro consumidor? relacin con el diseo del producto?
Cul podr ser el mensaje? Qu ventaja Cmo deber posicionarse la marca en
respecto a la competencia podremos resaltar? relacin con las marcas competidoras?
Qu valores reales del producto y de la A qu tipo de aplicaciones deber ser
empresa podemos comunicar? sometida la marca?
How will the product be made known to the Will the product have its own brand or will
specific public? the company's brand be used?
Should it be through publicity, point of sales, How should the brand be positioned
another consumer? in relation to product design?
What could the message be? What How should the brand be positioned
advantages could we highlight with respect in relation to competing brands?
to competition? What type of applications should the brand
What real product and company values can be submitted to?
we communicate?
1 2
Aprobar un producto Complejidad del armado
Approving a product Complexity of assembly
Qu controles y certificaciones son indis- Cules son las secuencias de armado, mec-
pensables para la elaboracin del producto? nicas o manuales, que implica el producto?
Qu controles y certificaciones podran Cmo podr el diseo reducir la complejidad
agregar valor al producto? del armado del producto?
Cmo condicionarn stos al diseo del Dicha complejidad, aporta a la percepcin
producto? de la calidad?
What controls and registration certificates What assembly, mechanical or manual
are indispensable for manufacturing of sequences does the product involve?
the product? How can the design reduce the complexity of
What controls and certificates could add product assembly?
value to the product? Does this complexity contribute to the
How will these be conditioned to product perception of quality?
design?
1 2
Evaluar el semielaborado La materia prima como alma del producto
Evaluating semi-manufactured goods The raw material as product's soul
Podra customizarse la oferta a travs de la Podramos aprovechar las caractersticas de
variacin de los semielaborados? la materia prima como aporte a la identidad
Cmo podra la seleccin de los semielabo- del producto y de la empresa?
rados elevar la calidad percibida del producto? El uso de estos materiales podra separarnos
Podra la marca del semielaborado contribuir de la competencia?
a la percepcin general de marca de producto? Podra existir innovacin a travs del
Could the offer be customized with diseo de un tratamiento particular de la
the variation of semi-manufactured goods? materia prima?
How could the selection of semi-manufactured Could the raw material characteristics be
goods raise the perceived quality of the used to contribute to the product and company
product? identity?
Could the brands of semi-manufactured Could the use of these materials put a distance
goods contribute to the general perception of between us and our competition?
the product brand? Could innovation involve the design of a
particular treatment for the raw material?
Autores | Authors
Paulina Becerra
Villarino 2498 Anala Cervini
2005
Direccin General de Industrias Culturales y Diseo
isbn 987-21670-1-x