Capsule 6 Product Strategy
Take a look into ur product offering, thinking, and process to develop a unique product for anime fans to celebrate their favorite characters and shows in a fresh way.
Who do we want to build for?
Defining our Audience
Our customers nerd out about their favorite mediums, whether in their room, with the world, or somewhere in the middle. They are willing to spend on fandom merchandise and experiences that bring them closer to the fandom they love so much. In regards to Capsule 6, ideally, they are willing to spend money to experience their favorite medium in a unique way as to celebrate their passions whenever and wherever they want.
Determining price point between value and premium offering
Positioning
As we developed out product offering, we had a few doubts about what the right range for pricing was. We’ve shared our products with friends, but they’re often biased and won’t give us the most accurate take on how much they’d be willing to pay, or how good they think the product is. We worked retroactively to determine what we felt gave us the best margin based on our cost of goods, and then questioned which range felt like the right sweet spot between a good profit and a range that people would be willing to pay. The intent of this workshop was to identify the most appropriate range for our product offering.
A new way to celebrate your fandom
Our Offering
Augmented Reality remains largely unexplored with a lot of potential for growth and hype from the anime community. We reached out to a few (40) folks on Discord to gauge interest and get a sense for pricing as well. This external validation from fellow anime lovers gave us confidence in our direction.
We designed 24 stickers that you can place anywhere to enjoy. When downloading our Capsule 6 app, customers will be prompted to:
Scan a Capsule 6 sticker with their camera to surface an AR experience
They will also be able to view a 3D model of the experience that pairs with that sticker.
Please see the Interactive Wiki for more details on the experience ecosystem.
It’s a given that campaigns are formed based on what’s timely and relevant to consumers, product needs, and brand identity. Google Pixel is no stranger to this and has shifted its brand identity as it looks to strike a balance between it’s parent brand relationship, consumer trends, and as well as product evolution cycles. We questioned how we might develop a cohesive brand that can not only flex to the needs/appetite of consumers but also define the relationship between Google’s legacy brand and create a new space for Pixel to be a challenger brand in the smartphone category.
Continuing Development & Prep for Launch
Next Steps
