Consumer Profiling Project

CONSUMER BEHAVIOR

GROUP 2

CONSUMER PROFILING PROJECT

By:

Chrisdina Hutagalung (29116402)

          Bayu Utama Dewanto  (29116517)

Cahaya Nur Alam        (29116535)

Diah Ayu Seruni           (29116539)

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EMBA - 56

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT

INSTITUT TEKNOLOGI BANDUNG

2018

CONSUMER PROFILING PROJECT

Product: Bookmark

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Current Condition

1. Product Specification, Benefit, and Value Proposition of Product

• Product Specification :

• Colors

Colors carry meanings and they have an impact on emotions, thoughts, and behaviors. The meanings of colors are produced at an early stage of visual processing which does not require one’s awareness. For bookmark, it’s mostly used pastel colors, specifically green, blue and yellow. These 3 colors are gender neutral as well.

Green is the color of life, renewal, nature, and energy. It’s associated with meanings of growth, freshness, safety, fertility, and environment. It reflects calmness, relaxation, optimism and harmony.

Examples of Green:

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Blue is the color most linked to creativity and a color that inspires safety and serenity. Blue is also the shade that is associated with intelligence. It has been proven that different shades of blue can improve concentration, stimulate thinking and provide mental clarity. It also improves productivity. This is a good color for study and work, as it offers relaxation and stimulation at the same time.

Examples of Blue:

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Yellow reflects warmth and sense of happiness and brightness. This color also contains the meaning of optimism, spirit and cheerful. From the psychological side of the existence of yellow color can stimulate mind and mental activity and also help to elevate mood.

Examples of Yellow:

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• Material
  Bookmarks can be made with various materials, such as paper, crochet, woods, metal, fabric, cord, plastic, wire, silver, leather.

• Size
  The size will be based on the standard size of the book. There are 7 sizes of standard book but it will only follow the standard size of the novel books: 13 x 19 cm.

• Design
  the design will be follows the form of the bookmark. However, usually the design comes with well known characters such as Disney characters, motivational and unique quotes, or even comes with the same concept with the books, such as Harry Potter.

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• Form
  the edge of the book mark will be as unique as possible but mostly will be square and/or round (ellipse).

• Function
  to mark the page of the book and also to make the reader become have more feeling (of blue and green color) whenever he/she is about to read the book by seeing the book mark.

• User Requirement: None.

• Price: Starts from Rp20.000,-

• Component: Body and decorative tag 

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• Safety: Parental supervision (no underage user such as baby and toddler who could swallow small parts)
• Quality: The quality is medium to high, however it depends on design and chosen materials.
• Scale of Production: Mass production.
• Sustainability: could be up to 5 years, however it's based on the design and chosen materials.

• Benefit:

• Mark the book page aesthetically
• To keep the papers tidy, prevent the reader to fold the paper
• Collectible item
• To sparks the excitement to read whenever spirits and moods are down

• Value Proposition: unique design and easy to get.

1. Retail observation; observe product in retails and make a price comparison

1. Competitive condition

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