26.07.16
In order to determine how our product will differentiate from the existing competition and identify market potential that isn't currently being utilised, we made a list of pros and cons around the KeepCup.
PROS
-Reusable
-Reduces waste
-Environmentally friendly
-Personalised - Can be designed by users
-Created by cafe owners - knowledge of product
-Appeals to the conscious consumer
-New releases are themed - Sea Shepherd, AFL etc.
-Parts are replaceable
-Wide variety of colours, shapes, materials, themes etc.
-Accessories are also available - carrybags, tea towels etc.
-Can be branded and made with company logos
-Effective branding and design
CONS
-Has to be carried to and from cafes
-Heavy, bulky, takes up space
-Price
-Rinsing/washing the cup
-Remembering to take it with you
-Restricted use
-Design functionality - doesn't completely seal, has to be kept upright
-Not tailored or advertised alongside specific cafes or suppliers
-No benefits for the consumer other than feeling conscious of environment
-Lack of physical presence in cafes
-Mostly marketed online, through website
-First use tastes like plastic
-Coloured designs have a childish, cheap aesthetic
-Glass designs get too hot to handle - less durable/functional
-Doesn't retain heat
Our Difference
Collapsable: The reusable cup that we design will be collapsable down to a much smaller, portable, more convenient size. This will help encourage users to keep the cup on them without hassle and tie to our themes of speed and convenience.
Benefits for users: We plan to incorporate a barcode or QR code into the cups design. This will act as a loyalty system for people who have the cup. By scanning the barcode with each purchase, points will accumulate to earn rewards. We're also considering spot prizes, specific promotions on set days or at set locations and reduced coffee price. We also discussed the idea of being able to load money onto the cups code and scanning it to pay for each coffee, this would increase the speed of transactions and could be a good feature to help in promoting the cup to target audiences.
Functional Design: Within our team we have majority industrial design students. Using there skills, we aim to design a finished product that is sturdy, reliable, lightweight, fully sealed when closed and functions exactly as intended.
Incentives: There is incentive for users to own the cup through the various benefits that it provides as well as their understanding that they are reducing waste and making an environmentally friendly purchase. There is also incentive for cafes and suppliers to endorse the use of these cups, not only because it helps shape their brand as environmentally conscious but also to give them the edge over competing businesses. By having their brand name associated with the cup or offering promotions/benefits to cup users, they will be preferred over other cafes in the area.
