Interim Presentation: !!!How can co-creation enhance brand experience in kitchen-ware design? ! 

Laura Katriina Pollard S11732343 Dissertation Module

MA Design Management – Birmingham Institute of Art and Design, Birmingham City

University

21st June 2012

Contents

Purpose of Research Research Questions Literature Review Summary Primary Research Plan and Data Collection Methods Findings so far To be completed Questions References

Purpose of Research

An investigation of the influence co-creation holds for brand experience Based within the kitchen environment using kitchen-ware design

Research Questions

1.  How does co-creation impact on brand experience?

2.  How can we define consumer-value within a

kitchen environment? 3.  What co-creation approaches may be suitable

for kitchen-ware design?

How does co-creation impact on brand experience?

Co-creation: DART Building blocks – Dialogue, Access, Risk Assessment, Transparency (Prahalad and Ramaswamy, 2004) Collaboration not Customisation Users are Active contributors not Passive Recipients (Fuad-Luke, 2009) A process of dialogues and interaction between customer and supplier during a product’s lifecycle (Payne et al, 2009) Brand Experience: A Sensory experience: a strong brand experience is Strong Brand Recognition and Image (Hulten et al, 2009)

Photo:  Dosanjh,  R.,  (2012)  

How does co-creation impact

on brand experience?

Co-creation and Brand Experience: A brand becomes the experience within a co-creation environment, and this relationship should be explored (Payne et al, 2009) Active Participation where customers play roles in creating a performance or event that results in a personal experience

(Pine and Gilmore, 1998) Customers, brand communities and stakeholders are resources which produce an effect on the brand (Merz and Vargo, 2009)

 

Literature Review: Co-creation theory

Dialogue is interactive, encouraging deep sharing and new levels of understanding

between consumer and company, which is empathetic and injects value into the

creation process

Access is that to desirable experiences, no longer connected with ownership (owning the product) rather the exposure to new opportunities through multiple points of

interaction, that broaden business opportunities.

Risk assessment – is a trade off between risk and benefits, the definition of clear

responsibilities

Transparency – provides a balance of information between customer and

company, an openness provided by online access to a product, technology and systems

in a collaborative dialogue.

Prahalad and Ramaswamy’s (2004) DART Building Blocks

Literature Review: Co-creation theory

Literature Review: How can we define consumer-value within a kitchen environment?"

New trends within consumer-value systems: symbolic content in the shopping experience, products become artefacts (Hulten et al, 2009)

   

 

   

Photo:  Savage,  M.,  (2008)  

Literature Review: How can we define consumer-value within a kitchen environment?"

Consumer-values are found within community-based activities – in an ‘experience environment’ (Prahalad and Ramaswamy, 2004)

Brand Communities: shared goals, engaged in actions, with like-minded consumers (Schmitt, 2012) A consumption experience: with Brand stimuli Colour, Shape, Typefaces, Background Design (Brakus et al, 2009)

   

     

Photo:  Doshi  Levien  (2008)  

Photo:  Pankaj  Sharma  (2012)  

Literature Review: What co-creation approaches may be suitable for kitchen-ware design?

 

     

 

Pollard,  L.,  (2012)  

Primary Research: Approach

Comparative Case Study to

establish validity (Denscombe,

2007)

Unfamiliar sample - Asian kitchen-ware

user

Inductive and Iterative

Approach (Collins, 2010)

Familiar sample - British

designer of kitchen-wares

Primary Research: Data Collection Phasing

•  Retail environment visit

•  Content analysis on kitchen-ware brand websites

Phase I

•  Semi-structured Interview/s with designer - insights to inform the participation observation

•  Participatory observation – with Asian kitchen-ware users and designers

Phase II •  Semi-structured

interview – kitchen-ware designer follow-up to check facts

Phase III

Findings Co-creation acts as a value-giver to experiences Brand experiences are fluid and inter-related Communities provide a good source for exploration of ideas Designers understand user-values and draw upon them to develop their work Methods/Approaches are concerned with the emotional engagement of consumers

Photo:  Thaali  Tableware,  Kaur,  J.,  (2010)  

To be completed

Deeper analysis – especially in context of kitchen environment   Primary research – interview, and participatory observation   Further Data collection, categorisation and coding   Findings analysis   Confirm limitations   Conclusions

Questions

How do I simplify concepts without losing meaning? How do I drill-down into conclusions?

References Illustrations Dosanjh, R., (2012) Asian coo-ware in Ktichen [photograph] Doshi Levien, (2008) Mosaic cookware [photograph] http://www.doshilevien.com/projects/products/mosaic Kaur, J., (2010) Thaali Tableware [photograph]

http://jasleenkaur.info/artwork/1326231_thaali_tableware.html Pankaj Sharma, (2012) Karahi Dish http://www.pankaj-boutique.com/lang-en/784-karahi-indian-bowl.html Savage, M., India - Chennai [photograph] http://www.flickr.com/photos/mckaysavage/3015167077/in/photostream

Pollard, L., (2012) based on Fuad-Luke, A., (2009) The Shift from customers to co-creators [illustration] Design activism: beautiful strangeness for a sustainable world, London: Earthscan, pp143.

References Andrews, G., (2012) Elitism won’t hold back the food revolution, Charisma Network [website], 12th April 2012, Available at http://www.charisma-network.net/consumption/elitismwont- hold-back-the-food-revolution [Accessed 25th April 2012]. Brakus et al, (2009) Brand Experience: What is it? Journal of Marketing Vol. 73 (May 2009), 52–68

Collins, H., (2010), Creative Research – the theory and practice of research for the creative industries, Lausanne: AVA Publishing SA. pp.57, 148, 150-151. Denscombe, M., (2007) 3rd Edition, The Good Research Guide for small-scale social research

projects, Maidenhead: Open University Press. pp.39,40,41,138. Fuad-Luke, A., (2009) Design activism: beautiful strangeness for a sustainable world, London: Earthscan, pp143, 147. .

References Hatch, M.J., and Schultz, M. (2010), Toward a theory of brand co-creation with implications for brand governance, Journal of Brand Management, Macmillan Publishers Ltd, 17 (8) 590 – 604. Hulten et al (2009) Sensory Marketing, Basingstoke: Palgrave Macmillan Keller, K., (2012) Strategic brand management: a European perspective, Harlow: Financial Times Prentice Hall, pp. 53, 75Kinra, N., (2006), The effect of country-of-origin on foreign brand names in the Indian market, Marketing Intelligence and Planning, 24 (1) 15-30. Merz , M . and Vargo , S . ( 2009 ) The evolving brand logic: A service-dominant logic perspective, Journal of the Academy of Marketing Science 37 (3) :328 – 344 . Payne et al, (2009) Co-creating brands: Diagnosing and designing the relationship experience, Journal of Business Research 62 (2009) 379–389 Pine, J., and Gilmore, J., (1998) Welcome to the experience economy, Harvard Business Review, Boston: Harvard Business School Press Prahalad, C.K., and Ramaswamy, V., (2000) Co-opting Customer Competence, Harvard Business Review, January-February 2000, Boston: Harvard Business School Press, pp. 79-87. Prahalad, C.K., and Ramaswamy, V., (2004) The future of competition, Boston: Harvard Business School Press, Raymond, M., (2010), The Trend Forecaster’s Handbook, London: Kind Publishing Ltd. pp.119-145. Bilgram et al, (2011) Getting closer to the customer how nivea co-creates new products, Marketing Review St. Gallen, 1/2011http://www.michaelbartl.com/co-creation/article/getting-closer-to-the-consumer-how-nivea-co-creates-new-products/ Schmitt, B., (2012) The consumer psychology of brands, Journal of Consumer Psychology 22 (2012) 7–17 Spena et al, (2012) Store experience and co-creation: the case of temporary shop, International Journal of Retail & Distribution Management, 40 (1)21 – 40 Thompson, H., (2003) Opposites Attract, Blueprint, October 2003, London: Progressive Media International,