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Product Planning Min Ouyang Institute of Design Nov. -- Dec. 2004

DYMO is a an important brand of Esselte Corporation, one of the world's leading manufacturers of

office products. It offers labeling solutions that help people organize and identify their world. Its

partnerships mainly concentrate on two areas, namely printing applications (e.g.internet postage services,

medical applications, etc), and technology.

Although DYMO continues to explore new markets (office -- home -- commercial use) and new products,

it keeps losing market share and profits and no longer can sustain its leading position in the marketplace.

Therefore, efforts have been made in this report to examine DYMO’s current portfolio and customers.

Insights are developed into its current strengths and issues, customer needs, and future needs. Based on

these insights, a fresh portfolio is recommended in the end that address not only current customers but

also future customers.

PRODUCT

PLANNING

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Inhaltsverzeichnis

Seite 1 - PLANNING

Product Planning Min Ouyang Institute of Design Nov. -- Dec. 2004DYMO is a an important brand of Esselte Corporation, one of the world&apo

Seite 2 - CURRENT PORTFOLIO

CURRENT PORTFOLIOProduct Planning Min Ouyang Institute of Design Nov. -- Dec. 2004DYMO PortfolioLetraTAGPrice: $22.99LetraTAG QX50Price: $

Seite 3

Product LifecycleTimeSalesLife Cycle StageIntroduction Growth MaturityMaturity DeclineCategory SizeSmall Moderate LargeLargeCategory GrowthLowCategory

Seite 4 - COMPETITIVE LANDSCAPE

Product Planning Min Ouyang Institute of Design Nov. -- Dec. 2004COMPETITIVE LANDSCAPEForm: PC-connected Label Printers (USB/Serial/Parall

Seite 5 - CURRENT CUTOMERS

Who are DYMO’s Current Customers?Work NeedSmall/ Medium Office UsersHome/ Home Office UsersIndustry Users Commercial UsersInsights: Home users are of

Seite 6 - FUTURE CUTOMERS

Product Planning Min Ouyang Institute of Design Nov. -- Dec. 2004FUTURE CUTOMERSEnhance physicalemotionalagilityEnhance socialconnectionEn

Seite 7 - Tactics:

Product Planning Min Ouyang Institute of Design Nov. -- Dec. 2004FUTURE CUTOMERSLevel ThreeLevel OneInnovation LeaderInnovation LeaderHYPO

Seite 8 - PRODUCT OPTIONS

Product Planning Min Ouyang Institute of Design Nov. -- Dec. 2004Product Planning Min Ouyang Institute of Design Nov. -- Dec.

Seite 9 - PORTFOLIO RECOMMENDATIONS

Product Planning Min Ouyang Institute of Design Nov. -- Dec. 2004PORTFOLIO RECOMMENDATIONS-- Recommendation OneDYMOFun LineProfessional Li

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