Enhancing product development and marketing strategy for CalevaLAB : a design thinking approach
Mangaonkar, Mahesh (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023102427918
https://urn.fi/URN:NBN:fi:amk-2023102427918
Tiivistelmä
This thesis endeavors to enhance CalevaLAB’s product development and marketing Strategy through the lens of design thinking. The main points of this research are to evaluate CalevaLAB’s existing business model and customer segments for athlete monitoring systems.
The research revolves around three principal domains: Firstly, the efficiency and efficacy of CalevaLAB’s process for introducing new features and updates to the market. Secondly, an exploration of customer segmentation strategy using the RFM model, and thirdly, an evaluation of CalevaLAB’s marketing strategy using the StoryBrand framework.
This study employs a qualitative approach to address how design thinking can enhance CalevaLAB’s product development and marketing strategy. This is led by following the five phases – empathize, define, ideate, prototype, and test. Interviews with five athletes identified gaps in the athlete monitoring system for enhancement. Thematic analysis, guided by Maguire and Delahunt (2017), ensured robust findings validated through peer debriefing. Utilizing the RFM model and clustering algorithms, the study offers effective customer segmentation techniques. This approach, validated through algorithmic analysis, contributes to tailored marketing strategies.
The narrative power of the StoryBrand Framework in marketing strategy was explored. By casting customers as Heroes and businesses as Guides, compelling brand stories can be crafted for enhanced engagement and growth.
In conclusion, this study combines qualitative research, customer segmentation using the RFM model and the StoryBrand framework. The aim is to practically enhance CalevaLAB’s product development through design thinking, fostering customer-centricity, innovation, and overall growth.
The research revolves around three principal domains: Firstly, the efficiency and efficacy of CalevaLAB’s process for introducing new features and updates to the market. Secondly, an exploration of customer segmentation strategy using the RFM model, and thirdly, an evaluation of CalevaLAB’s marketing strategy using the StoryBrand framework.
This study employs a qualitative approach to address how design thinking can enhance CalevaLAB’s product development and marketing strategy. This is led by following the five phases – empathize, define, ideate, prototype, and test. Interviews with five athletes identified gaps in the athlete monitoring system for enhancement. Thematic analysis, guided by Maguire and Delahunt (2017), ensured robust findings validated through peer debriefing. Utilizing the RFM model and clustering algorithms, the study offers effective customer segmentation techniques. This approach, validated through algorithmic analysis, contributes to tailored marketing strategies.
The narrative power of the StoryBrand Framework in marketing strategy was explored. By casting customers as Heroes and businesses as Guides, compelling brand stories can be crafted for enhanced engagement and growth.
In conclusion, this study combines qualitative research, customer segmentation using the RFM model and the StoryBrand framework. The aim is to practically enhance CalevaLAB’s product development through design thinking, fostering customer-centricity, innovation, and overall growth.