Product creation: Borneo

Résumé du document

We present our experience with creating an innovative product which lives up to the consumers' expectations while they do shopping on large-retail-space stores. Every day, there are instances of consumers searching desperately for a product and not finding them on the shelves. It appears unacceptable that a fruitless search forces the consumer to leave the store without purchasing; thus generating a loss for the store. To mitigate this problem, we have hit upon an idea to help the consumer to get one's bearings on stores. This observation led us to imagine a consumer orientation tool: "Borneo", which permits him to find articles easily and quickly. We have decided to call our terminal "Borneo", because this name is easy to remember and to pronounce.

Extraits

[...] This observation caused us to imagine a consumer orientation tool: “Borneo”. This permits him to find articles easily and quickly. We have decided to call our terminal because this name is easy to remember and to pronounce. Its logo : Its slogan : “YOU'RE TIME, OUR PRIORITY” Our conpany Characteristics Form company: Public Limited Company Name : Activity : sale of interactive terminals Capital : 2000 euros (500 euros for each associate) Our positioning We are a young and dynamic company, and BORNEO is the fruit of a common idea that results in with real commitment. [...]

[...] So, our company buys Borneo at 4600€. In order to be profitable, our margin will be around 1500€. This one is justified by: - A terminal creation which depends on the customer's demand (design, colours ) - The maintenance contract for one year; it insures the software updating After one year, our customer can renew his contract for a contract price: 1000€ by terminal. Place Borneo is an information processing system which guides the customer from the terminal until the required product. [...]

[...] Then, our selling strategy is selective; we will bring out our product in stores according to criteria of size, location, image . Finally, we will use different method of promotion in order to make our target more aware of the product and the brand. As regards our setting-up, this last one, will be more important in shops situated on tourist areas because the vacationers are not used to making their shopping in these stores, they get lost more easily and put more time to find the products which they are looking for. [...]

[...] Our company EVASION ensures the design and selling of Borneo. According to our own personal experiment, difficulties met in large commercial spaces to find quickly what one seeks; the idea comes from designing an interactive terminal which would satisfy a real user's need: the Borneo concept had been born. The production of our product is carried out external, by subcontractors, such as BORN SYSTEM, TYCO SYSTEM and OLEANIDE, selected on criteria's about Times and Quality requirements. Being a young company, with an innovative concept, we do not have intern know-how, or financial capacities to ensure the production of our products. [...]

[...] The terminal is provided with a computer file indexing the articles or the groups of articles present in the store. It is necessary to type the name of the product or the name of the group of product to which it belongs. The terminal indicates where the required product is. This step makes it possible for the consumer to save time in its purchases. So that this system is set up, it is necessary for the stores to set up a system making it possible to distinguish the departments (numbers or letters for examples). [...]