Introducing the first of our exclusive-for-Design Directory case studies:

How to Design a competitive product for a saturated market environment Download PDF ~ Case study of the HP Pavilion 8580N RPTV by Gad Shaanan, GadShaananDesign

Abstract:

The market for rear projection televisions is highly competitive, saturated and price-driven, and is dominated by consumer electronics giants such as Sony, Samsung and Mitsubishi as well as lesser-known,low priced brands from China. A new entrant in the RPTV market, Hewlett-Packard wanted to introduce a product that would "stand out" from the competition and establish itself as a key player in the category. HP turned to GadShaananDesign (GSD) to address the challenge of creating a form that would convey the message that "HP is the obvious choice".