| Summary: | 碩士 === 實踐大學 === 工業產品設計學系碩士班 === 102 === As all enterprises and organizations wish to have sustainable developments in the market, GIANT tries to launch new products as their strategy in the product planning, the goal is to make the differentiation on products in existing markets, GIANT expected to create a value for new products and market developments. GIANT launched ANYROAD in 2012; it is the only innovation product that combines road bike and mountain bike. When launching ANYROAD, headquarter of GIANT was full of confidence, but dealers were not optimistic about this innovation product, therefore, they were reluctant to raise the purchase amount of ANYROAD, but it turned out the reaction in the market was surprisingly good.
In this study, took ANYROAD as a "Case study" on the new product development planning, mainly to explore the product design features, product positioning and strategy, target groups, marketing and pricing of ANYROAD. And used "Scenario Design" to present the ANYROAD user experience for future reference in marketing strategies or design strategies.
This study, through in-depth interviews with the creators of ANYROAD, Innovation Center Associate Manager Owen Chang and Aesthetics Center Manager Edward Chiang, leads to understanding the ANYROAD enterprise development vision and how to find out the needs of the market by developing innovative products, but also by "Differential positioning", "Differential design", " Differential value" and "Differential pricing" to establish the strengths and to segment the market. GIANT also used the unique Value, Price, Margin and Cost Target to define the value of ANYROAD for their business, their dealers and consumers. They used the profit of target and cost of the target as the references for product pricing. Besides, GIANT used different marketing strategies to promote new products to consumers through the official website, dealers and test riding.
Dealers have no intension in specific sales target on the market, but the actual sales result showed that the customers who bought ANYROAD were quite consistent with the target groups setting of GIANT headquarter. The target of ANYROAD was to improve the user's ability to ride, and to build self-confidence for riding a professional road bike later, allow users to develop the ability for riding a professional road bike. The target groups are those who have experienced riding mountain bike or want to try the professional road bike but have concerns, and users whose purpose of cycling is exercise, as well as male population of 35 to 50 years old. According to the observation of dealers that most customers of ANYROAD indicated that they want to have ANYROAD because it has the features of a road bike and a mountain bike at the same time as an option consideration, and all were male customers, which is anastomosis with the target groups setting of GIANT.
Different from the general 3C products, they often launch low-cost of product subsequently. ANYROAD launched low-cost model 1 and 2 in the beginning, but customer took the initiative to ask whether there is a higher standard model of ANYROAD, then GIANT took advantages to launch a higher price model which is ANYROAD 0. When the market testing was successful, consumers showed interest in a higher standard and better quality of ANYROAD, therefore, GIANT expanded the product lines by Two-way stretches: to ANYROAD 0,1 and 2, using 30 percent pricing difference to segment different models, so that no matter whether consumers had higher demands or lower budget, they can choose what they like.
According to five dealers showed that before ANYROAD 0 listed, the average of customers purchasing on ANYROAD 2 was approximately 60 percent, ANYROAD 1 was about 40 percent in 2012; and on spring of 2013 when ANYROAD 0 listed, ANYROAD 0 accounted for 40 percent, ANYROAD 1 was about 28 percent and ANYROAD 2 was about 32 percent. The case showed that ANYROAD 1 and 2 listed in the beginning, consumers were early adopters, therefore, their purchasing mentality were more conservatively; while ANYROAD 0 listed on market, consumers who can accept higher prices appeared. The manager of GIANT's Nanjing Store said that mainly reason was due to the customers think that ANYROAD 0 has a great cost-performance between the cost and specifications on the product.
In-depth interviewed with ten male users of ANYROAD between 32 and 56 years old. Eight users out of ten bought the ANYROAD as sport and fitness equipment, and they had experience in mountain bikes. They were attracted by the full range functionality of ANYROAD, very similar to the setting of GIANT in target groups. But ANYROAD unexpectedly attracted two professional road bikers, who were very satisfied with the comfort of ANYROAD.
Some respondents said that if they had known ANYROAD 0 will be listed, they would choose the highest specifications’ ANYROAD 0 instead of the ANYROAD 1; 3 respondents got to know ANYROAD from the official website and 4 respondents got to know it from the stores; In addition, respondents were consistent in their positive feedback about the riding feeling, 6 respondents expressed distinct feelings of the riding comfort in ANYROAD, 3 respondents believed that the handle and the frame are designed to not require riders to maintain a low posture when biking, and the wide tires equipped allow them to ride on any terrain. There were 4 respondents who indicated that they would change to a professional road bike, and 2 respondents had already changed to a professional road bike.
The issues from the previous interviews were used in the " Case study " research steps, through the documents, interviews, direct observation and participant observation to obtain relevant information from GIANT, dealers and end-users. Obtained:
(1) Target groups of GIANT: the company expectation was similar in age, gender, needs and setting with respondents, but also unexpectedly attracted to the comfort needs of professional road bike users;
(2) Marketing strategy of GIANT: promote new product information to consumers through the official website, test rides and dealers, and dealers will match up the company's marketing strategy, the respondents get to know ANYROAD more by the official website and dealers;
(3) Purchase decision: respondents buying decisions is consistent with descriptions of store presentation, not only the basic needs from the buyers, but also can be divided into two categories, one is to simply consider in the budget to buy a model, another one is that users with better financial means would buy the highest specification models.
(4) Riding experience: respondents said they did feel the good design on ANYROAD by GIANT. The frame's geometric design allows users' torso’s angle not to tilt like a professional road biker, and decrease the fear when riding at high speed. On the handle, with the intuitive four-point setting manipulator with double-brake, users can adjust their posture when the terrain changes, and it is easy to deal with various situations. In addition, 32C wide tires increase the stability, so users do not need to worry about losing their balance when moving at high speed, and they can be pleased to ride on any road.
After that, the data of corporations and clients was used to write a consumer-side's product planning story by "Scenario design" from the "Case Study", guide the readers to explore related issues from the view of consumers. And the relation of the story is between the characters, products, events and environment to highlights potential issues. The story describes the motivation of the main character – Alan, before buying ANYROAD, as well as in the purchase process, such as encountered things and drawn up the upgrade plan after used. The hidden variety issues provide people who work on design strategy or marketing strategy with references and discussion points. At the last part of the article, three issues of discussion are provided: "the feelings of consumer for GIANT's marketing strategy", "the relations of the product line with the user's decisions" and "product design and user upgrade plans”.
After probed and analyzed GIANT ANYROAD, found the reason of GIANT created such successful product is because of they innovated a new market need and combined the GIANT's unique product strategy, pricing strategy and marketing strategy to occupy market advantage by innovation products. Furthermore, through the theoretical analysis proved that strategy of GIANT is followed the theoretical basis. Overall, whether product positioning strategy or marketing plan of GIANT ANYROAD, consumers can be said to feel the product planning effectively by GIANT. Through the GIANT unique enterprise capabilities, focusing on product innovation, research and development, GIANT has been constantly challenge themself and never complacent attitude, it also laid the advantage in the market.
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