Information Destruction (Fall 2006)
Information Destruction (Fall 2006)
Abstract
A product platform strategy for paper shredders.
Overview
We divided the shredder market into three segments and identified an un-met met user need for each. For the home segment, safety is a user concern that is not being fully addressed. People want shredders that are explicitly safe especially with regards to children. The home office segment needs a method to store paper until it is shredded. Few users shred sensitive materials as they receive it; instead they collect it into pile and shred the entire stack at a later date. Small offices need the shredder to be faster and more convenient. No one wants to count out 12 sheets of paper in order to keep the machine from jamming.
Benefits
The current product line is positioned as high end line with respect to the segments we identified. The products have various features that offer differentiation and meet specific user needs. With the current components of the line there is an opportunity to sell the components individually at the retail level. This would allow customers to mix and match the shredder heads that meets their needs with the bin that fits in their environment.
A second opportunity exists at the low end of the market. The same platform strategy could be applied to create shredders targeted at budget oriented customers looking for value and low cost.
