Product Design Experience of Symphony (A)

Abstract

The case describes the product design experience of “Symphony” brand of air cooler. The entire process of new product design and development is described. The initial idea, refining of the idea and development of concept, product design, sensing of reactions of potential customers, manufacturing, initial marketing strategy, test marketing, redesign process, and market expansion strategy are described. The redesign of the cooler involved the help of an external design consultancy firm. The case describes the brief given to the firm, interactions involved between the company and the design firm and the concerns of design consulting firm in the process of redesigning of an air cooler.