Beyond the dark: A strategic launch campaign in Germany

This graduation project carried out within the master ‘Strategic Product Design’, deals with the strategic expansion of Salmari into the German market. The company Salmari, a salmiak liquor, is increasingly popular and growing in the Netherlands. The company has a short-term ambition to increase sales in the Netherlands by 2023 and a long-term...

Product Localization Go-to-market Strategies: for an international company X to launch a new product in China market

Company X is a renowned engineering and technology corporation based in Germany that has established a prominent presence in China for over a century. Company X is actively promoting and leading the way in adopting environmentally friendly technological projects in response to the green energy trend worldwide. A significant step in this...

Technology and strategy roadmap development for connecting residential areas to district heating

By 2050, the Netherlands aims to achieve a climate-neutral society, however over 90% of buildings currently use natural gas or fossil fuel oil as their main resource of energy. To align with this goal, the Dutch energy company is taking measures to phase out natural gas and promote district heating. This research outlines a strategic path for...

Beyond the wrapper: Uncovering the effect of explicit and implicit packaging design cues on consumer perception and sustainable disposal behaviour

In pursuit of a more sustainable future, more and more firms are seeking alternative sustainable packaging and corresponding packaging communication strategies to signal its eco-friendliness and stimulate ecological consumer behaviour. Despite the majority of research focusing on the pre-purchase stage of the packaging life cycle, limited...

Designing a market strategy for Alga.farm: Spirulina from photo-bioreactor to consumer

In this graduation thesis, a (sandwich) spread with spirulina, called Spirucijn, has been developed for Alga.farm. The main goal of the project was to create a strong market strategy for their food harvest of spirulina in line with their values. <br/><br/>The final results are the brand touchpoints, consisting of the final product design and...

A Circular Business Model for a Pregnancy Bra

This report proposes a strategy to develop a circular business model for Feelou, a company that has worked on a sustainable pregnancy bra. The circular business model aims to improve the lifespan of the bra and reduce resource usage. This report consists of a research phase and a conceptualisation phase. The research phase explores the current...

Smart waste stream collection in an inner-city environment: An effectual approach

Challenged to innovate towards full circularity and sustainability, both the waste management and inner-city transport industry are drastically changing in the Netherlands. Being a waste management organization that operates in these markets, PreZero is looking for new waste collection solutions to facilitate the transition towards circularity....

Circular Rubber Sports Flooring: A strategic roadmap towards a circular business for Stockz

Rubber is by the European Union stated a critical material (Critical Raw Materials, 2020). For our society the material is essential but can be depleted. The search for circular solutions for rubber is urgent. <br/><br/>In 2020 27.4 million metric tons of rubber has been produced globally (Tiseo, 2021). Around 70% of all produced rubber is used...

Design and implementation of a strategy that introduces customer feedback in the early pre-development phase of Natural User Interactions in BMW car products

Hereby, you are reading my graduation project for the Master’s program in Strategic Product Design on the TUDelft. The research has been formulated from my interest in both customer-centric design and the automotive industry. <br/><br/>This research started with the aim to introduce short-cycle feedback loops in pre-development departments to...

A personalised newsplatform for de Volkskrant: Discovering the possibilities of the collaboration between journalists and algorithms at de Volkskrant and DPG Media

This master thesis for Strategic Product Design at the TU Delft presents a design for a personalised Volkskrant-app. The goal of this project was to explore the different possibilities of personalisation and see how it could help de Volkskrant fulfil its mission to enrich their reader’s life through news. <br/>Why?<br/>During my whole project I...

Start your future today: Developing a future self tool based on predictive knowledge for younger participants to feel more in control of their pension

Do you remember the phrase “they grow up so fast”? Personally when I hear this, I immediately get flashbacks of my grandmother smiling proudly from ear to ear while saying this about me and my siblings. Maybe for you this was a parent, a neighbour, a teacher or a family friend. Or maybe you have a different memory with this phrase altogether....

More than just a new lettuce packaging

For this graduation project Rijk Zwaan has developed a new lettuce product that utilizes both an indoor vertically growing system and a packaging for leafy vegetables suitable for both growing and marketing (end package). The product of Rijk Zwaan deals with both growers and consumers. To growers the product must be feasible and appealing at a...

The Effect of Context Content and Immersion in Product Placements

This graduation project is carried out for Greenhouse Group (GHG), a company that is active in the field of online marketing. Because the online marketing world is a competitive field, looking into innovative technologies like AR and VR is important. In this way they can find new ways to enhance their marketing position. AR is about...

Challenger brands: Developing guidelines to support the creation of packaging design for challenger brands

The term challenger brand shows up more and more in the marketing world. These are brands that are not the number one in their category and try to gain market share by acting on a certain challenge. This challenge is embodied by breaking the conventions of the category they are in. The lack of resources that challenger brands characterize makes...

HEINEKEN Open Innovation: Towards win-win relationships with young ventures.

The high speed at which innovations nowadays succeed each other calls for a different approach towards innovation in order to stay ahead of competition. Open Innovation; the purposive use of in- and outflows of knowledge to accelerate internal innovation and expand the markets for external use of innovation, has therefore widely been adopted in...

The Influence of Prototype Fidelity and Language Abstraction on consumers Evaluation of Radical New Products. When evaluating a three-dimensional prototype

This research focuses on consumer product evaluations of radical new products with low fidelity and a high fidelity three-dimensional prototypes. Two objectives are explored. First, it explores how consumers respond to differences in the physical properties, the fidelity, of a prototype. Secondly this research investigates how consumers...

Strategy for senz° to become a lifestyle brand

Currently, senz° is directed linked with wind-proof umbrellas in the customers’ mind. Therefore, there is a need to change the image of senz° from a product focused company to a lifestyle brand, using the laptop sleeve launch and its market positioning as a case study. However, it was needed to optimize the product first since it is not finished...

Overcoming open-innovation barriers when developing a radical new technology for a novel food product: A case study

Literature Open innovation (OI) is an activity that enables knowledge to be transferred across traditional company boundaries. Although sharing knowledge is not something new, the broad scope of collaborations, and the implementation of external knowledge throughout the entire innovation process make open innovation something unique. The...