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Workshops & Seminars
red dot academy
Evening Sessions
PROFILES AND SCHEDULES
From concept to commercialization: De-bunking the myths of marketing and building a sustainable value preposition
By Regina Chua – Managing Consultant, Discipline Dynamics
Whether you are designing for the industrial or consumer market, you’ll see that marketing and positioning play a pivotal role in stirring the interest of the marketplace. Today, markets are fragmented, brands are everywhere and customers are inundated with too much information that it’s tough for your brand to stand amongst the noise. Under pressure to increase returns with good designs, how can one optimise the levers of marketing to create the right value proposition.
Hands-on practical workshop to guide you through:
If you are keen to understand how to better allocate your marketing resources to achieve the maximum reach and impact for your design creations, then join us for this interactive workshop. Loaded with practical business and marketing tips, you’ll find out what key success factors are needed to build designs that are in synch with the brand of the product in the marketplace.
| Dates (2008) |
Topics |
Tue, 15 January
7.00 pm - 9.00 pm |
1. How to integrate design into marketing framework?
What is the impact of the changing marketplace and what are the key concerns of marketers today? How can we leverage design as a strategic level to strengthen our marketing efforts? Where are the key areas of the 4Cs of marketing (customer-centricity/ communications / convenience / cost) |
Tue, 19 February
7.00 pm - 9.00 pm |
2. How to create a link from design to audience segmentation?
How does one create audience segmentation and focus on the ideal target? Do we need to segment the market even if we are developing mass products? What is market segmentation about and can we do without it? Can we use design to segment the market? Can we segment to identify different price brackets of customer purchase profile? |
Tue, 11 March
7.00 pm - 9.00 pm |
3. How do you link design and the value proposition?
If there is a mantra for a design strategy, then how does one integrate design with the commercial value? “Will people buy?” and if they do, “How much are they willing to pay?” How do you develop value propositions that can generate market interest and achieve the value recognition that it’s worth the price? |
Tue, 15 April
7.00 pm - 9.00 pm |
4. How do you apply the 4ps of marketing when designing for a product?
Marketing involves an integrated approach to implementation? What are the considerations that one must take into account when marketing one product? What is the 4ps about and how do you use it to build market awareness and interest? |
Tue, 13 May
7.00 pm - 9.00 pm |
5. How do you tailor your messages to different audiences?
Knowing the audience is primary but creating the right message to attract them is even more vital. How do you work with an agency to craft out campaigns that communicate the right messages? How is media employed to achieve the best impact? Are all messages simply ‘awareness’ focused or can they even help draw the audience to act? |
Tue, 10 June
7.00 pm - 9.00 pm |
6. How do you optimize your marketing dollars to build your brand?
Do you need a million dollars to have a good marketing plan? Can we develop a feasible promotions plan based on a smaller budget? How do you leverage small budgets and make them look big? Better still, how do you get the market attention in the cluttered marketplace? |
Target Audience: Business and design professional, design entrepreneurs, design students and academics.. |
About the speaker |
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Ms Regina Chua, Discipline Dynamics and her team of highly engaging and energetic consultants are focused on outcome-based performance solutions. Regina, the founder has spent more than 15 years working in FORTUNE 500 companies with intensive field experience as Regional Marketing Director, responsible for Asia Pacific covering Japan, North China, ASEAN and India. Today, her company consults for global corporations helping them to sharpen their competitive edge by providing customized training solutions to achieve their business goals.
Having acquired both consumer and business-to-business experience, she is known in her field to be highly versatile in localizing marketing strategies to gain optimal sales results. Her successful track record from consumer-based companies such as Ogilvy Direct, Scott Paper and Pergo to high-tech companies such as Apple, Compaq, VeriSign and SchlumbergerSema has groomed her into a trusted consultant for her impressive credential list of corporate clients like AIG, Philips, Surbana International, Singapore Technologies, Singapore Telecommunications Limited and many more |
Intellectual Property protection for your designs
By Gregory Ong – Solicitor and Advocate, Gregory Ong & Co.
A good understanding of your intellectual property rights over your designs will help you make important, educated decisions on how to properly and cost-effectively protect your designs against unauthorised copying and activities of infringement. This series of talks will provide you with valuable information on the various branches of intellectual property law (namely, copyright, patents, registered designs, trade marks and confidentiality) and the various strategies and techniques on properly leveraging on your creations and designs. This series further covers issues of intellectual property infringement and enforcement and how to properly position your self in case of such eventuality.
In short, this series is a must-have for every designer / businesses wishing to learn more on how to protect their creations and preventing others from using their creations without permission.
| Dates (2008) |
Topics |
Tue, 8 January
7.00 pm - 9.00 pm |
1. How to protect your designs – exploring strategies for Intellectual Property protection.
This talk serves as a good primer on the various branches of intellectual property law available to designers in properly gaining monopolistic rights over their designs. It serves to broadly educate attendees on the basics of the law of copyright, patents, registered designs and trademarks. |
Tue, 5 February
7.00 pm - 9.00 pm |
2. Leveraging on your Designs – the legal and commercial issues involved.
There are various strategies and positions, which may be adopted when leveraging on one’s designs. Gaining monopolistic rights, assignments and term/territorial licensing are some of the ways in gaining position and leveraging on intellectual property. This talk focuses on the legal and commercial issues involved in such leveraging; details include: licensing issues such as royalty mechanisms, the grant of manufacturing and distribution rights; assignments; negotiations; collaboration and joint ventures; consulting arrangements and the like. |
Tue, 4 March
7.00 pm - 9.00 pm |
3. Intellectual Property infringement and enforcement.
Education and good legal positioning are the keys to minimising and hopefully fully preventing the various forms of intellectual property infringement to one’s business - whether such involves copyright, trade marks, patents, designs or any other forms of intellectual property rights. This talk serves to educate both individuals and businesses on what to do in the event of an infringement on their intellectual property rights, and correspondingly how to avoid any pitfalls in infringing upon the intellectual property rights of others. |
Target Audience: Business and design professional, manufacturers, design students, academics. |
| About the speaker |
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Mr Gregory Ong is a strong advocate of intellectual property rights and protection. Gregory Ong has worked in top-tier firms such as Allen & Gledhill, Pricewaterhousecoopers, David Chong & Co. Academically, Gregory Ong has excelled and graduated with a L.L.B.(Hons.) at the National University of Singapore. Thereafter, he proceeded to attain a Masters of Business (information Technology) at the Royal Melbourne Institute of Technology. Having gained such credentials and expertise, he decided to venture out on his own with the primary intention is to assist small to medium enterprises in properly managing their legal positions, in terms of commercial issues, corporate positioning and intellectual property rights.
Gregory Ong’s range of clients include the following: business consulting companies, solutions production houses (hardware and software), advertising agencies, security solutions companies, product design powerhouses, and many more. |
Design for Manufacturing and Assembly
By Dennis Low – Technical Director, Gencast Design
This sessions talks about the phase between approval of concept design and final functional prototype. The phase is generally managed by the product development manager and the engineers. With the current rate of decline in product lifespan, the pressure is on the development team to turn out products in a compressed time. Hence, it is essential that the entire team from the conceptual design team onwards to know the requirements during the entire phase. This is increase the possibility simultaneous engineering and reducing iterations.
**All Sessions for " Design for Manufacturing and Assembly" will be postponed. Please find the rescheduled dates below.
Dates (2008) |
Topics |
Mon, 21 April
7.00 pm - 9.00 pm
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1. Basic conception.
The first session introduces fundamental guidelines in starting a product development project. It touches on terms and conditions of a design contract agreement to product failure liabilities issues. Customer relations like ‘hand holding’ or ‘just follow’ will also be shared. |
Mon, 28 April
7.00 pm - 9.00 pm |
2. Planning and definition
This is one of the most critical stage where we call it the 4D design. Beyond the 3D designs that we are use to, we have to take into considerations certifications, production costing, time and legal liabilities among other things |
Mon, 5 May
7.00 pm - 9.00 pm |
3. Design for Manufacturing and Assembly part 1.
An almost Technical session, this first part of the DFMA session discusses about the approach to DFMA. How the entire project flow can be driven, by electronics, by ergonomics, by costing etc. And samples of industrial standards in parts progress tracking formats. |
Mon, 12 May
7.00 pm - 9.00 pm |
4. Design for Manufacturing and Assembly part 2.
The second part of the DFMA sessions touches on the Electronics/Electrical parts influence on part design. How critical is the EE BOM (Bill of Materials ) at the onset of the phase will be emphasized, and ways to avoid it. |
Mon, 26 May
7.00 pm - 9.00 pm |
5. Prototyping.
Various prototyping methods and processes will be discussed. And how the application of simple prototyping, to advance Rapid Prototyping technologies are essential to the entire product development process. The emergence of Rapid Tooling as a new RP process is also reviewed. |
Mon, 2 June
7.00 pm - 9.00 pm |
6. Testing and evaluation.
Getting the product to the functional prototype is only the easy and fun part. Getting it to market is a long and laborious process. The initial production process, packaging, signing off mould tooling and finally certification of the products before being allowed into a particular market. |
Target Audience: Industrial designers, product entrepreneurs, product development managers, design students, academics. |
| About the speaker |
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Dennis Low is the founder and the Technical Director of Gencast Design. He started the company in 1999 with his partner, Alvin Tan after training in Menlo Park, Silicon Valley USA. He is the top-5 graduate with Certificate of Merit when he was trained by the Japan Singapore Technical Institute majoring in Mechatronics Engineering. |
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