R Corporation's Development of Custom Bathroom Package Design

Abstract

(Background and Purpose) The recent recession in the construction market due to the recent economic downturn caused by the pendemic and the reinforcement of real estate policies, and the implementation of redevelopment and reconstruction is uncertain, the remodeling market is attracting attention as a new promising market rather than new construction. As for the trend of remodeling, there is a strong tendency to pursue interiors that fit the lifestyle, and among them, bathroom design is becoming more important. Therefore, the purpose of this study is to propose a bathroom space that meets the economic advantage and new trend by designing a bathroom package for each target that can meet the diverse needs of consumers.(Method) First, market analysis is conducted to analyze major trends in the domestic bathroom market to be considered when constructing a package, and through Competitor Analysis, the direction of domestic competitors according to the domestic competitors trend is investigated. Investigate best practices for discriminatory composition. Next, we define how the direction of the package to be proceeded in the future should be defined, analyze the needs by setting a target through Target Analysis & Design Strategy, and propose a design by establishing the package composition and design direction through this. (Results) Among the major factors influencing consumers' bathroom purchases, age, household income, lifestyle, etc., which can make a difference in design and product composition, were set as classification criteria.As a result, the customer group was the characteristics of bathroom consumers, consumption power, and size of the customer group. It can be seen that it is divided into 7 types according to. Through this, the concept of “Comprehensive Deployment with Premium” is used to secure the differentiation of package design, and the package is configured so that consumers can recognize clearly differentiated values, and the design is designed so that the awareness of changing bathrooms and lifestyle are incorporated into the package. (Conclusions) The design proposal was to satisfy the needs of 7 targets by configuring 3 types of packages for each line. First, the high-priced package line implemented the atmosphere and detailed products that maximize the premium image based on the functions of the existing high-priced products, and next, the mid-priced line was a differentiated lineup, strengthening the competitiveness in the B2C market, and consumers' perception of the evolving bathroom. The understanding of the lifestyle and lifestyle was sufficiently dissolved in the package to convey careful consideration and sensitivity. Lastly, the low-cost line secured diversity through clear concept definition for each package and consistent CMFP application, and sought to expand the customer base by diversifying into a uniform package product composition.