2023-HX09-MKT20031-Marketing and in

Assessment Task – Assignment 1B

NGUYEN BAO TO
103792025
Table of Contents
Background..................................................................................................................................................2
Jobs Analysis................................................................................................................................................4
The Three Criterias..................................................................................................................................4
The Four Forces.......................................................................................................................................5
Segment Analysis.........................................................................................................................................6
Segment 1: Innovative Trendsetters (Innovators)....................................................................................6
Segment 2: Stylish Early Adopters (Early Adopters).................................................................................6
Segment 3: Practical Homeowners (Early Majority):...............................................................................6
Segment 4: Cautious Traditionalists (Late Majority):...............................................................................6
Segment 5: Traditional Settlers (Laggards)...............................................................................................7
Lead users............................................................................................................................................7
Value Analysis..............................................................................................................................................8
Customer profile......................................................................................................................................8
Value map................................................................................................................................................8
Analysis of the current value proposition................................................................................................9
Proposal for a modified VPC....................................................................................................................9
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

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Background
Following up on EVA's innovation furniture analysis, the timber bed frame, one of six products, has
improved. The item won the Good Design Award for its aesthetics and functionality. Additionally, Eva's
mattress collection's bed frame has been carefully designed to increase its aesthetic appeal and
functionality. This revolutionary technique ensures mattress support and longevity, improving sleep
quality.

The Jobs-to-Be-Done (JTBD) architecture, segmentation analysis, and Value Proposition Canvas underpin
our method. These notions help understand consumer behaviour and improve marketing.

Job-to-be-Done (JTBD) analysis of customer issues and goals is methodical. This research method allows
for a full study of innovation's social, emotional, and functional effects on customers.

Segmentation analysis helps identify early adopters and lead consumers, enabling focused marketing.
The VPC framework helps map customers' "jobs, pains, and gains," assessing the marketing mix's
alignment with these demands and identifying places for improvement.

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 Jobs Analysis
The Three Criterias

“People want a quarter-inch hole, not a

quarter inch drill”.

To get to the bottom of what drives our consumers, the Jobs To Be Done framework is the best bet. We
can stand back from the "who" and the "what" of our ideal customer and instead concentrate on the
"why" of your business's goals (Carrier, 2020). According to Jobs Theory, your clientele have three
distinct "jobs to be done": functional, emotional and consumption. Understanding the distinctions
between these three roles can help companies better define their market, zero in on unfulfilled
consumer demands, and design a memorable customer experience (Fain, 2018).

Timber bed Base from EVA’s mattress

The Functional criteria The Emotional criteria The Social criteria

Customers are more likely to Customers are happy with eco- Social influence: Consumers
purchase bed frames that can be friendly, natural products. Because may be influenced by social
easily installed initially but then of their small environmental norms when buying.
dismantled for transport or contribution. Numerous nations are
storage. increasingly using eco-friendly
Creating Safety: A sturdy oak bed equipment and furniture.
Provide Sufficient Storage Space: frame can convey calm, security, Customers want to show their
Customers trying to maximize and warmth. This emotional environmental responsibility.
space in tiny bedrooms may advantage helps clients feel safe
appreciate bed frames that and relaxed in bed, lowering bed
provide built-in storage options worry.
like drawers or shelves.

Improving Bedroom Aesthetics:

A well-crafted timber bed frame
can improve the bedroom's
aesthetics. It matches the EVA
mattress well..

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The Four Forces
According to Driesen (2022), the Four Forces concept elucidates the various forces that come into play
during the transition from an existing approach to a novel one. Two out of the four forces facilitate the
transition to a novel approach: these forces are known as Push and Pull. The other two factors that
impede the process of switching are anxieties and inertia. Collectively, the JTBD Forces Diagram is
constructed.

(Image: Soylu, 2020)

Push of the situation: Some modern bed types have flaws that cause customers pain. For instance, their
products use heavy metal or less durable plastic. In addition, some bed frame designs neglect user
comfort by not minimising their footprint to permit more storage. EVA bed frames meet client needs in
this way. The rationales lead clients to seek alternate sleep solutions.

Habits of the present: As long as they have a place to rest, some people don't care about their bed or
frame. This causes people to be uninterested in new products with creative features, particularly ones
that could improve their sleep. Due to their pleasure with their current bed frame, they view EVA's bed
frame as comparable to others. Although their present product has flaws, people's aggravation prevents
them from spending the time and effort to find a substitute (Al, 2018).

Pull of the new solution: Tool assembly for traditional bed frames can be time-consuming and difficult
for some clients. The ease and efficiency of installing EVA's timber bedframe without tools mitigates any
concerns. Customers may also have issues with ventilation and storage in their bed setups. Thus, users
need a bed frame with good ventilation to reduce moisture buildup and ample storage underneath to
improve organisation and cleanliness.(2023 Bedbuyer).

Anxiety of the new solution: Concerns may arise among customers over 2the intricacy or challenges
associated with the assembly of the bed frame, particularly in the absence of conventional tools such as
Allen keys, screwdrivers, or wrenches. The possible complexity of the new solution may be a significant
factor contributing to individuals' reluctance to devote their resources, both monetary and temporal, in
the search for a new bedframe.

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Segment Analysis
Based on the conducted analysis, this section focuses on the segmentation of ideal clients and their
representation within the context of the five diffusions of innovation. Hence, the present study aims to
illustrate the market potential associated with the innovation.

Segment 1: Innovative Trendsetters (Innovators)

This group includes clients who are willing to take chances and pioneer new solutions. These targeted
clients are mostly risk-takers with the "Push of the situation" and "Pull of the new solution" aspects to
explore new ideas first. EVA's Timber Bed Frame is expected to appeal to early adopters due to its
innovative features, including its easy assembly process (eva estimates it can be assembled in 5 minutes)
and high-quality materials. People value uniqueness and are willing to take risks for a new product.

Segment 2: Stylish Early Adopters (Early Adopters)

This group of consumers is more careful in choosing a new product or style compared to Innovators.
Early adopters are the individuals who establish trends. They make up 13% of customers and enjoy trying
out novel products. They are also typically youthful and economically successful (SYDLE, 2023). The EVA’s
innovation has numerous distinctive features, and early adopters which are visionaries and opinion
leaders, are interested in trying these features from the brand. A typical example is influencers from
social media platforms.

Segment 3: Practical Homeowners (Early Majority):

Pragmatic consumers who are swayed by the experiences of individuals who adopt new products or
technologies at an early stage. Individuals will be attracted to the bed frame due to its robust stability,
versatility in accommodating several types of mattresses, and generous storage capacity. The
attractiveness of assembly without the need for specialized tools is also a factor to consider.

Segment 4: Cautious Traditionalists (Late Majority):

People that join the early majority in incorporating creativity into their daily routines while reflecting
society. They need strong confirmation of the EVA's innovation because they're sceptical and risk-averse.
This group of clients may have "present-oriented habits," where they like their current product and are
hesitant to try new ones. Hesitation may be due to fears that the new product may not satisfy quality
expectations, requiring extra time and money for study and acquisition.

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Segment 5: Traditional Settlers (Laggards)
Laggards only buy the invention when they have no other choice. Most people resist change and stick to
their habits. Their willingness to adopt the EVA's new ideas depends on their near-essential nature. EVA
must prioritise the bed frame's durability, compatibility with existing setups, and dominance in the
bedding market when developing their innovation. This is vital since the target market prefers
established solutions.

Lead users

First, Alex's prominence in house design as an interior designer is due to their original ideas and abilities.
A positive experience with EVA's Timber Bed Frame may encourage wider adoption and
recommendations. As an experienced interior designer, often works for prominent clients. EVA's Timber
Bed Frame may be featured in important projects if Alex likes it, boosting product visibility and
promotion.

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Value Analysis
Customer profile

Jobs: Minh needs stylish, functional furniture. According to Alex's design, the EVA Timber Bed Frame
should provide a stable and pleasant sleeping surface. Minh also loves designing functional and
attractive homes. The bed frame should evoke positive feelings, improving the room's atmosphere and
customer satisfaction.

Pains: Minh may encounter significant challenges if faced with a complex assembly process or
substandard materials. The potential consequence of such delays in project timeframes and the
subsequent negative impact on the final design may result in increased frustration and inefficiencies.

Gains: A bed frame that is in accordance with Alex's design vision and surpasses anticipated outcomes
evokes a feeling of achievement and contentment. The emotional benefit derived from this experience
contributes to the overall success of the project and promotes personal satisfaction.

Value map

Gain creators: The Timber Bed Frame by EVA revolutionises bedroom furniture with easy assembly,
durability, and environmental sustainability. This product is a great deal at $1000–$1500. Internet
advertising, testimonials, and sustainability are part of the marketing strategy. Pop-up stores improve
touch. The Value Proposition Canvas framework is used to emphasise customer gains and strengthen its
market position in this integrated study.

Pain relievers: The Timber Bed Frame manufactured by EVA provides a streamlined assembly procedure,
effectively removing the necessity for specialised tools and mitigating potential sources of aggravation.
The endurance and aesthetically pleasing design of the product are attractive to clients who value both
functionality and visual appeal. Additionally, the bed frame effectively tackles environmental
considerations, thereby satisfying the needs of environmentally aware clients.

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Analysis of the current value proposition

EVA's Timber Bed Frame's marketing mix matches Minh's tastes as an interior designer and house
restorer. The bed frame's quick installation and sturdy construction match Minh's taste for creative and
practical home furnishings, exceeding expectations. For aesthetic connoisseurs who like to spend money
on high-end goods, the prices are affordable. The product's online and pop-up storefront availability
matches Minh's preference for convenient and real shopping. The comprehensive promotional plan,
which includes digital marketing and sustainability, matches Minh's technologically proficient and design-
oriented mindset and exceeds expectations. The Timber Bed Frame's integrated approach makes it
appealing to interior designers like Minh with special needs and preferences.

Proposal for a modified VPC

EVA's Timber Bed Frame marketing mix could be improved to better serve interior designers like Minh,
who desire distinctive and custom-made home furniture. Customization allows for different finishes and
designs. Additionally, a premium tier for those who value quality and style may be beneficial. In
collaboration with adjacent design studios, prospects, especially professionals like Alex, could experience
the product in carefully designed locations. Though leadership initiatives and design consultations will
enhance the value offer, ensuring a tailored and valuable experience for this demanding audience.

Conclusion
The assessment has effectively demonstrated the study of innovation consumers through the application
of theoretical concepts and frameworks. Provide an evaluation of the suitability of the innovation's
marketing mix in effectively stimulating demand within its designated target market. Suggest alterations
to the marketing mix of the innovation.

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 References

Ai, E. (2018). Using the Jobs to be Done push & pull (forces) diagram to understand your product’s

potential | Firmhouse. Www.firmhouse.com. https://www.firmhouse.com/blog/using-the-jobs-

to-be-done-push-pull-forces-diagram-to-understand-your-products-potential-9cac93855ac

bedbuyer. (2023). Eva Timber Bed Frame. Bedbuyer. https://bedbuyer.com.au/eva-timber-bed-frame/

Carrier, M. (2020). Jobs To Be Done, the 3 Dimensions of Customer Jobs. Www.salesodyssey.com.

https://www.salesodyssey.com/blog/jobs-to-be-done

Dowden, E. (2023). Eva Timber Bed Frame Review. Cosier.co. https://cosier.co/reviews/eva-timber-bed-

frame#:~:text=The%20Eva%20Timber%20Bed%20Frame

Driesen, G. (2022). The JTBD 4 Forces Diagram for Transfer and Behavior Change.

Www.linkedin.com. https://www.linkedin.com/pulse/jtbd-4-forces-diagram-learning-transfer-

ger-driesen/

Fain, B. (2018). The 3 Types of Jobs-To-Be-Done Your Customers Have. Www.thrv.com.

https://www.thrv.com/blog/the-3-types-of-jobs-to-be-done-your-customers-have

Soylu, D. A. (2020). Jobs To Be Done Nedir? Sosyopix. https://medium.com/sosyopix/jobs-to-be-done-

nedir-387b6a0db170

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