C. Klever / M. Hoock

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noraplan sentica

• C. Klever / M. Hoock Einführung VDE only for
  internal use

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Agenda
1
Idea Background
2
Concept Development
3
Positioning Value Proposition
3
Agenda
1
Idea Background
2
Concept Development
3
Positioning Value Proposition
4
Idea Background
Market Development

• The market trend is moving towards a
  patient-hotel-ambience and awayfrom an
  institutional hospital atmosphere.
• We have noticed a demand for a design similar to
  noraplan signa without the contrasting granules
  on the surface.
• Designers prefer a broader colour range to a
  varied design range.

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Idea Background

The Trend is moving towards to an Hotel
Ambience and away from an institutionally
looking Hospital.
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Agenda
1
Idea Background
2
Concept Development
3
Positioning Value Proposition
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Concept Development
Concept

• Colour range suitable for all application areas
  in a hospital
• Design combinable with noraplan signa range
• Co-ordinated rows of colours from light to dark
  
• Missing colour shades of noraplan signa should be
  included
• New upcoming colour trends should be included
• Colours for a Healing Environment should be
  included

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Concept Development
Development

• Definition of the basic design
• Field Research analysis of customer demands
• Desk Research analysis of the competitve
  environment
• Colour range definition and selection

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Concept Development
Market Research

• Comprehensive Market Research in seven countries
  at three continents
• Europe
• USA
• China
• 30 Workshops resp. Interviews have been carried
  out.

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Concept Development

• Field Research

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Concept Development

• Field Research

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Concept Development

• Field Research

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Concept Development

• Field Research

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Concept Development

• Field Research

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Concept Development
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Concept Development

• Development of the first range draft in
  co-operation with one of the leading Interior
  Designer (100 Interior /D)

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Concept Development
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Concept Development
First Draft
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Concept Development
Feedback

• Through architects and designers who took part in
  the development process (workshops / interviews)
  and those who have not been involved up to now
  and also those who have not yet worked with nora.
• Austria
• Germany
• Great Britain
• Netherlands
• France
• USA

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noraplan sentica

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Agenda
1
Idea Background
2
Concept Development
3
Positioning Value Proposition
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Positioning
Target Market Segments

• Health Care
• Education
• Industry
• Transportation
• Public Buildings

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Positioning

• noraplan sentica
• for sophisticated interior design.
• for creative building ambiences.
• for architecture with an emphasis on Wellbeing
  (e.g. Healing Environment etc.).
• for a future-orientated and safe investment.

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Value Proposition

• Architects/Designers
• can concentrate upon the creative part of their
  work
• can transform ambitious visions into creative
  atmospheres achieve image enhancing designs.

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Value Proposition

• Investor / Building owner
• is satisfied with his future-oriented and safety
  investment (fulfill highest environmental
  standards).
• is satisfied with the economic maintenance costs
  of the floor (LCC) which contribute to the
  attractiveness for his facility (e.g. for
  leasing).

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Value Proposition

• Operator / User
• wellbeing factor is increased
• greater comfort and a more attractive ambience
  for the user (e.g. Hospital Healing Environment
  or Education ambience for concentration etc.).
• economical benefit (lower running costs, LCC)

.
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noraplan sentica
sentire / sentio latin origin sensation,
sensitivity and sensory perception.

• The name shall reflect the positioning of the new
  product creative ambience, emphasis on
  well-being, sophisticated architecture