Chipco Case Study


Bill Entrance, founder of Microsoft, stated, " Is actually fine to celebrate success, nevertheless it's more important to heed the lessons of failure. How a company works with mistakes implies how well it will draw out the best concepts and abilities of its people, and how effectively it can respond to transform. ” This kind of quote definitely applies to Colleen Klein's organization Chipco. " Chips, ” as Ms. Klein is usual known, invented a 3-way mirror to get the application of vision make-up: The Eye Maker. It was Chips' personal belief that this product was obviously a useful important for all ladies that put on eye makeup. Even though she was aware of the fact that 95% of new goods end in failure (Chipco, g. 1), Poker chips took a risk and launched her creation. This risk, however , was uncalculated and lacked vital research and development that could possess lead to potential sales and success. These types of and other factors lead to the initial failure on this product. A well known marketing principle, " The 4 P's of the Advertising Mix, ” could have dramatically affected the outcome of the item. This article will check out some problems concerning Chipco, their effect, and how that they could have been averted all together. 1 ) Product

The first " P” is product. Ibrahim and Ellis detail several stages of product development (Ibrahim & Ellis, 2002, g. 132). The first is the idea technology stage. The idea for Chips product originate from her experience as cosmetologist and applying makeup in cramped spaces during her dancing job. She recognized a need for a solution to the difficulty of applying ones' individual eye makeup. A 3-way reflect that allowed one to observe their top rated and bottom lids was Chips' possibly innovative product. This level was total.

The second and third periods are the creation and the incubation stage, respectively. During these stages, an head researches almost all aspects of all their idea and, based on this kind of, develops a feasible modele. Although Potato chips conducted some research, it was insufficient to ensure success for her product. Chips began by attracting what The Vision Maker might look like and making an initial prototype out of household items. The lady then frequented many metallic and plastic material fabricators to learn about the manufacturing process necessary (Chipco, p. 5). The main issue with the way that she proceeded to develop her product was that she recognized nothing about its feasibility and potential. With the point out of the plastic market and 1 billion in total annual sales in Canada at the time, Snacks perceived that her item could accompany the use and application of cosmetic. She felt that cosmetic mirrors and accessories were underrated by simply cosmetic desks and generally not available. Chips thought that all The Eye Manufacturer could complete this intended niche. However perhaps there was a reason in this lack of equipment and innovative mirrors. With only two million aesthetic mirrors sold in 1981, was there a legitimate market to get Chips' reflect? According to Ibrahim and Ellis, " Feedback is essential in order to refine the product and identify exclusive features of the item innovation. ” (Ibrahim & Ellis, 2002, p. 133) Way before pitching her embarrassing home made prototype into a cosmetic producer, Chips really should have ordered a couple of professionally-made representative models and planned focus teams. Focus sets of women, including those who put on eye cosmetic makeup products, would have made feedback by possible purchasers and users of the product. A while selection of questions, the two directly and indirectly associated with the product, could have been asked to generate quantitative and qualitative data. Such as: •Do you wear makeup? If perhaps so , when? What kind?

•What kind of make-up accessories do you own?

•Where do you obtain your makeup? Accessories?

•What do you think with the usefulness of The Eye Machine?

•What do you consider of the design of The Eye Machine?

•Would you get The Eye Manufacturer? How much will you pay? With her qualifications as an educated cosmetologist, her perception of her product would be unlike the...

Bibliography: Chipco. Entrepreneurship Case.

Ibrahim, A., & Ellis, Watts. (2002). Entrepreneurship and Small Business Management (Fourth Edition). Bubuque: Kendall Hunt Publishing.



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