Mỹ Thịnh- Design Department

In
concept development phase, customer
need identified. To be successful, an
organization should focus its efforts
primarily to the collection, knowledge,
understanding and meeting
requirements, needs and expectations
of all its
internal, external, current and potential
customers
In
concept development phase, customer
need identified. To be successful, an
organization should focus its efforts
primarily to the collection, knowledge,
understanding and meeting
requirements, needs and expectations
of all its
Mỹ Thịnh- Design Department

internal, external, current and potential

customers
Due to the old product’s failure, our team decided to conduct a survey about
customer needs in order to have a deep understanding on what we’ve got to
improve. Since then, we could be able to find out where the problems are and gain
some useful experiences for our new project.
Our new design ideas aim to help the new version product meets the specification
related to:
+ Customer demands (price, quality, safety, size, design…)
+ Manufacturing process
+ Recycling
Now I’m going to break it down in detail for you to see why the first version
Kristal bottled water was considered as an unsuccessful product in the business
market.

CUSTOMERS SATISFACTION LEVEL OF

THE OLD PRODUCT
90%
80% 80% 82%
70%

40% 40%

20% 20% 0.2

14% 14% 0.1 10%
0.06 0.04
0%
Affordable Portable Light weight Safety Size Simple
price design

Dissatisfied Satisfied Very satisfied

We obtained this data by using an online questionnaire for 50 customers who

already bought our old product (hypothesize). This graph shows that the majority
of customers are dissatisfied with the cost, the portable function, the mass and the
Mỹ Thịnh- Design Department

safety of the product itself. Noticeably, there are up to 45 customers expressed

their dissatisfaction with the bottle dimension. Why so?
Foremost, in terms of the cost of the product, as far as you know, the price of a
product is predominantly based on materials, the rarity of the minerals it’s made of
and how difficult it is to make. Our old version water product, Kristal, is
introduced by making of glass. Therefore, it’s not targeted at people who have low
income. What makes glass so expensive? (This is about the cost)
 First up, making new glass requires sand.
 Second, glass is heavier than other materials and breaks much easier during
transit. => it costs more to transport.
 Third, the entire process of making glass takes a lot of time and energy.
In speaking of the portable function, the weight, the dimension and the safety
of the bottle, I’d say that since the old bottle itself is made of glass, it’s supposed to
be heavy and easily broken. Thus, it’s not a good idea for customers to hold the
glass bottle in hand while walking or moving. Most importantly, the old water
product did not offer a variety of capacities which partly made the first launch
unsuccessful.

% IMPORTANCE OF A BOTTLED WATER PRODUCT TO CUSTOMERS

Eye-catching label
96%

Size
95%

Safety
90%

Light weight
87%

Portable
85%

Affordable price
90%
75% 80% 85% 90% 95% 100%
Mỹ Thịnh- Design Department

As you can see right on the bar chart, customer needs are illustrated with the detail
percentage.

Based
on the calculation as a whole, we
obtained the order of priority of
technical responses. The following
are the
specification targets in the design and
development of adult bottles from the
highest technical response value are
Based
on the calculation as a whole, we
obtained the order of priority of
technical responses. The following
are the
specification targets in the design and
development of adult bottles from the
highest technical response value are
Based on the provided data, we can deduce that the list of bottle characteristics we
should change in our new product are: bottle material, bottle dimension, bottle
shape, and bottle label.
Mỹ Thịnh- Design Department

- High-cost - Low-cost
- Un-eco friendly - Eco-friendly
- Unsustainable - Sustainable
1. Bottle material (Glass)
+ It takes a lot of time, energy, and resources to make new glass. Because of its
fragile and heavy characteristics, it costs more to transport.
+ Glass is not nature-friendly. Why so? First, most glass isn’t actually recycled.
Second, glass takes 1 million years to decompose in the environment, perhaps even
more in a landfill. Third, removing sand from the seabed leaves shore communities
open to flooding and erosion.
+ Glass is considered as an unsustainable material. While we have tons of sand on
beaches, deserts, and under the ocean; however, we were using it faster than the
planet can replenish it. Since we need sand to create new glass, you can see where
this would be an issue.
Bottle material (rPET)
The chosen material for the new version of Kristal bottled water product is rPET.
Why did we choose this kind of plastic?
 COST:
rPET plastic has the low-cost in production and transportation process.
Reason:
+ It is made of used PET bottles with a very strict recycling process so as to meet
the safety and hygiene standards of the food and beverage industry.
+ It’s a lightweight plastic=> It costs less during transit
 ENVIRONMENT:
rPET is environmentally friendly.
Reason:
+ In order to have a source of raw materials for rPET production, a system for
collecting, sorting and recycling plastic bottles is required. Therefore, the initiative
for using rPET packaging not only contributes to reduce the use of new plastic
materials (raw plastics) but also provides a chance to recycle for each collected
bottle.
Mỹ Thịnh- Design Department

+ Also, we want to motivate the community to participate in collecting and

recycling projects in hope of turning waste into a valuable resource instead of
releasing it to the environment.
 SUSTAINABLE: (based on the market supply of rPET plastic)
+ There are tons of used plastic bottles every day out there. Through the idea of
using rPET packaging, our company has brought up a signal that there is a huge
demand for recycled plastics. Thereby, we encourage domestic enterprises to
invest in rPET production to further accelerate the circular economy model.
2. Bottle dimension:
 Old product: has only one size (1litre)
 New product: to fulfill the demands of the customers, we offered two
capacities of the new bottle water which are 500ml and 330ml. These two
sizes fit easily in the hand.
3. Bottle shape:
 Old product: (Narrow neck stretch & flat surface)
 New product: (Cylindrical & Ergonomic packaging)
Compared to the new shape product, the surface of the old bottle is completely flat.
It can be more glossy and slippery when gripping.
A noteworthy change in the new version is that we put ergonomics into structural
bottle design. The term “ergonomic” is used to describe the science of “designing
the product to fit the consumer, not forcing the consumer to fit the product”. After
researching for a while, we had decided to customize the contact surface of the
packaging which includes complex contours and swirls. Thanks to ergonomics, the
surface of the new packaging provides sufficient grip.
I reckon when our team provides a solution to the common minor inconveniences
brought about by packaging, consumers are more likely to reach out for our
product, especially people with restrictive needs. 
4. Bottle label:
 Old product: unattractive dark blue tone, very simple, lack of necessary
information, slogan…
 New product: Light pink mix Dark pink tone, new logo, slogan, QR code,
necessary information, MFG & EXP dates…
An outstanding water bottle label is a plus in the eyes of the customers.
Customers are always attracted to the labels and they go an extra mile and
Mỹ Thịnh- Design Department

read the information in the label to decide whether to buy or not. This
product is targeted towards prioritizing healthy people who are looking for a
refreshing sip of natural spring water. The new label design is inspired by
the scene of nature under the rocks in Alaska. The mountain and nature
scenes are meant to convey a sense of freshness, purity, and coldness which
many people associate with critical aspects of water. The chosen color is
light pink which aims to match with the color of the Himalayan salt.
LABEL-FREE KRISTAL
In the future, when our new product got a certain number of customers, we
would very much like to make the label-free Kristal edition, aiming to make our
brand differentiated in the market. By this way, we can contribute to raise the
awareness about environmental protection.
Mỹ Thịnh- Design Department