Take Home Quiz

Group members:
Ammar Hashim (FA18-BEE-020-3A)
Abdul Rehman Ashfaq (FA18-BEE-014-3A)
Amina Aslam (FA18-BEE-018-3A)
Abdullah Bin Tahir (FA18-BEE-009-3A)

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Submitted to: Sir Munawwar Naz Khokhar

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Date of submission: 5/10/2019

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 Case Study 3.1
Question Number 1: Write a concept statement for Tommy John. If Tommy
John was still in the start-up stage and Tom Patterson
asked you to whom he should distribute the concept
statement, what would you have told him?

Answer:
Concept Statement for Tommy Johns:

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 Tommy Johns will sell men's undershirts that are skin fit tailored

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 There undershirts will solve the problem men always had. These

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undershirts solve the problem of bunching up and there would be
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no need of constantly tucking them into pants.
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 These undershirts are not too baggy, too boxy or unfit rather they
feel like a second skin.
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If Tommy John was still in the startup stage then I would have suggested to first distribute the
undershirts to retail stores and then to department stores. Because in a retail store, the sole
focus of customers will be more on the undershirts than in the department stores because
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there is wide variety and range of products in departmental stores. After successful business in
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retail stores, Tom could distribute his product to department stores as well. Also Tom Patterson
should head the sales as he has a vast experience in the sales area.
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 Question no 2:
What type of gumshoe research did Tom Patterson benefit from when he was developing Tommy John,
and what additional gumshoe research could he have conducted while he was investigating the
feasibility of his business?

Answer:

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THE GUMSHOE RESEARCH DONE BY PATTERSON:

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During the early stages when Patterson did not have any idea about the

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business he was about to start he carried out the gumshoe research in
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the following ways:
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He went to different garment stores at different places and sat there for
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hours to watch people come and buy the undershirts so that he could
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figure out how people buy the shirts and to what level they are
attracted to these products. He also investigated out of all the people
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who buy these undershirts who buy them with more desire.
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Additional measures Patterson could take:

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In my opinion,
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He could have asked his friends and family about the undershirts they
already buy and wear, whether they were comfortable with those
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brands and what type of desires they might have regarding the design
of the undershirts or if they had any problems regarding the
undershirts. He could also review the feedbacks about the already

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 existing undershirts in the market and focusing on the mistakes and
weak points of the brands that people would like to avoid while buying
the products.

Question no 3:

Make a list of the people whom Tom Patterson talked to about his product during the design phase.
What insight(s) does this list provide you about the nature of the feasibility analysis process? Were there
any tactics that Tom Patterson used to get feedback about his product that you think were practically
clever?

Answer:

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The people Patterson went to and talked about his desired design of the undershirts include a dry

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cleaner who had employed a tailor. Patterson showed him his drawing of the comfortable undershirt that

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he would want. After that Patterson went to Los Angeles’ garment district to find who would make him

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undershirt of the design he desired. The 12 th person he talked to introduced him to another friend of his

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who agreed to make him the undershirts. After that, to get his design a patent he went to a patent
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attorney.

The Insight(s):
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 All the technical, legal and economical factors should be considered in a way that they make
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sense.
 They should consider the way people buy their products and the way the products attract the
people.
 A lot of research work should be done in order to make sure that the product will be successful
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in the market.
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Tactics used by Patterson:

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When he asked a women to buy the undershirts he asked her if she could get her office coworkers to
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wear those and get feedback before buying on which she agreed. He also at very first sent the shirts to
his family and asked them to keep about the shirts to themselves and give him feedback, when it wasn’t
in the market.
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