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Peidi Zhao
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The capstone experience has come to final, at this point, I feel a lot to say, but all of a sudden, it is a numb. I still remember the nervousness at the beginning, I was anxious and worried that I could not make it through. I still remember the first client meeting, my client went to the wrong place. I still remember the time I was obsessed with each little detail in charter. I still remember after attribute value map work shop with my client, I felt I’ve accomplished something great. I still remember the time I was alone and... Continue reading
Posted Jul 29, 2013 at CAPSTONE!
Last week I’ve been developing graphic advertisements for Hoodwinxs. It’s a pretty interesting and enjoyable process, while integrating previous strategic directions, I found It’s interesting to implement all ideas and conclusions into an actual format. The key message I try to express from the ads is “fun”, only one ad will emphasize on “functional” variable, but mainly I want to focus on delivering fun and entertaining. It’s hard to design the ads without picturing models, so I try to use graphic layout, letters, and color to create strong visual impact. I also used comparision method in one ad, which compares... Continue reading
Posted Jul 22, 2013 at CAPSTONE!
This week I had a lot discussion on picking dynamic variables with client. The proposed DV is functional convenience, but client is not sure going after business men is the way to go, unless we are talking solely about sports. She would agree with "fun" of unique expressive outerwear. “A commercial or ad aimed at business men would be great, like I said, for sports. But I wouldn't want to focus solely on men. If you are going to do several ads, I would hate to see all of them geared toward business men.” We both feel like ads focusing... Continue reading
Posted Jul 15, 2013 at CAPSTONE!
This week I had a quite productive project review with Drew. What I need to accomplish before final has been pretty clear. Hoodwinxs is in quadrant 1, which aims at attracting more non-category users, category of Hoodwinxs is defined as connected clothing business, and the dynamic variable will be functional convenience. Initially I thought that the category can be unique expressive outwear, the dynamic variable can be fun. But Drew suggests that I should go for the functional convenience as DV, because Hoodwinxs has a rather broad product portfolio, its website shows that Hoodwinxs has already got everything else, and... Continue reading
Posted Jul 8, 2013 at CAPSTONE!
After integrated the competitive plot, I picked out the variables. The main variable would be style and price, because among all the interviewers, most number of people consider style and price very important, rating 8.5 and 7.2 on average. Hoodwinxs does well on price, about 20 dollars a piece, that’s about the same price of normal hats and scarfs, way better than competitor spirit hoods’ 80 dollars each. As for style, I think the biggest challenge is to change people’s belief that Hoodwinxs is stylish, because some interviewers think that it’s unusual or weird, and not suitable for daily outfit.... Continue reading
Posted Jul 1, 2013 at CAPSTONE!
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The results of research start to become the same, variables people consider are nothing more than style, price, appearance, warmth, or color. So I integrated previous research into a competitive plot, which shows people's perceptions among different variables. Possible dynamic variables which Hoodwinxs can use to differentiate from hats and scarfs are design, function, fun and convenience. Also there are more Hoodwinxs exclusive variables that people didn't mention (like licensed fabric) they can be used as DV too. Here are few interesting points summarized from marketing research: 1 Whether choose to buy hoods or not has strongly related to people's... Continue reading
Posted Jun 23, 2013 at CAPSTONE!
After discussing with my client, we made a little adjustments of the survey questions. We added two pictures under category question, give the interviewers choices between hats, scarfs, gloves and hoods. In order to show the real feature of hoods product, the picture is more vivid than the original hats and gloves. I’m not sure whether this is a fair competition but client agrees that this is appropriate. The result: 3 of 10 interviewers would buy hoods, still, the majority would choose the familiar hats and scarfs. We also added another question asking what people like/dislike about hood product. This... Continue reading
Posted Jun 17, 2013 at CAPSTONE!
These two weeks I'll be working on interviewing people to get the real idea of what customers want from the product. I go out to Walmart and campus to ask and talk to people, so the information surveys gathered are very important. In the initial survey I asked four people, and all of them would buy hats and scarfs instead of hoods. So I've reformed the pictures to make sure that the research conducted fairly and correctly. I used the reformed script to talk to 5 people, 2 of them would pick hoods. This time did a little better on... Continue reading
Posted Jun 10, 2013 at CAPSTONE!
Before the workshop, I made a lot of preparations and pre-conduct one by myself as practice. I was worried that there won’t be any breakthrough ideas, because I was constantly thinking about the differentiators. Since our strategy goes to quadrant 4, I’ve being overwhelmed by figuring out certain variables that can be differentiated from Hoodwinxs’ competitor Spirit Hoods. Initially I thought licensed fabric and patterns can be product feature differentiated from competitor, which mainly focuses on animal fur. Hoodwinxs products can be featured as cozy stylish with welled designed patterns and outlook. They can be worn in to every day... Continue reading
Posted Jun 2, 2013 at CAPSTONE!
This week I analyzed each quadrant and market opportunity. According to core competency, with cutting edge design and strong brand building, I think heart loyalty customers are the ones Hoodwinxs can serve the best. I would prefer customers saying “I love wearing Hoodwinxs!” instead of “I bought a piece of hood because it’s comfortable and looks good.” Through analysis, we are preparing to enter quadrant3, aiming at attracting new brand users and increase consumption among competitor’s (Spirit Hoods) customers. Hoodwinxs can successfully steal share from Spirit Hoods as long as the brand develop strong dynamic variable (differentiator) tie to core... Continue reading
Posted May 26, 2013 at CAPSTONE!
This week I conducted a basic Core Competence analysis. After reviewing HoodWinxs’ website, Facebook page and its competitor Spirit Hoods’ web pages, I kind of feel that these two brands can be differentiated. Core Competence Strategic assets Customer benefits 1 Design 2 Branding 3 Sourcing/Supplier relationship building 4 Manufacturing 5 Retailer relationship building 1 Licensed fabric 2 Designed patterns 3 Quality products 1 Style 2 Functional comfort 3 Self-expression 4 Visually compelling look Under strategic assets, fabric and patterns can be Hoodwinxs’ product feature differentiated from competitor Spirit Hoods, which mainly focuses on animal fur. Hoodwinxs products can be featured... Continue reading
Posted May 20, 2013 at CAPSTONE!
There are certain problems and dilemma I’m facing during the project. When I actually talk with Sara during Cognitive coaching I feel like it’s much more helpful and clear. It’s different when you have a problem in mind then you say it out and ask more questions of how to solve it. The dilemma I’m facing is gain 10% of customer increase while maintain a low budget. Also the project is moving quite slowly, I’ve only met the client twice. Sara said those are common problems, it feels weird when what’s concerning me constantly is also happening to others. And... Continue reading
Posted Feb 5, 2013 at CAPSTONE!
Till now I’ve only met the client twice. The first time was a success, the second time we just had a dinner at the Cincinnati dinner train. The client is currently gathering information on ROI from last year. They have most of it assembled, and they want to know how the research going and where are my current thoughts. Well, the LM&M train is a kind of old fashion and vintage experience, it’s more a unique train service compared to dinner and casual train. The goal is to increase 10% of passengers. And the LM&M service is neither the market... Continue reading
Posted Jan 28, 2013 at CAPSTONE!
The very first client meeting on my own, imagined what would it be like, dressed professional and did homework. Actually it turned out to be totally different from what I expected. The general manager Brain introduced the team members and gave a brief review of Cincinnati Railroad Company. Operating manager, fellow owner and accountant they were all friendly, it was really out of my expectation that we talked a lot casual stuff in a personal way and laughed a lot! I guess they were all extremely nice folks. My Capstone project lasts till Easter, and on the initial meeting Brian... Continue reading
Posted Jan 14, 2013 at CAPSTONE!
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Jan 9, 2013