2: Case analysis: (ILOs: A1, A3, C1, C2, D4) 5 Marks

This case study follows the development of a new Branded Handbag aimed at young women. The brand is owned by a Bahraini entrepreneur and the name of the brand is " Leona". The brand promises high fashion, high quality and philanthropy. They are giveaway 10% of their profit to help women in distress. Following your study to New Product Development Process, Answer the following questions:

1. Consumer insights drive and jump starts New Product Development. This information takes into account their behaviors, attitudes and beliefs. It is an expression of their wishes and desires. This is considered from which of the product development stages? Why?

2. "Leona" needed to know which designs was preferred by prospective consumers. It carried out market research to test whether the concepts would work. The research was conducted amongst the desired target market. For Leona, the desired target market was 18-35 year-old women who were beauty-orientated, followed fashion and looked for helping society. This is done in the which stage? How it is done? Give an example of a question to be asked.

3. In which stage, the Market Research Team conducted a product usage test? How do you suggest they do it?

4. Leona needed to communicate femininity and sophistication. In this stage, they asked potential customers if they preferred neutral colors or neon. This is done in which stage?

5. Explain how Leona brand applied the concept of social responsibility?
6. List 2 reasons that might lead to this product's failures.