RKS Guitars Case Study

RKS Design seeks to create or re-create products for which users will engage in more than mere consumption, but rather find senses of empowerment prompted by the use of their designs. They believe that the only way to change and deepen the consumer-product interaction is by entering the consumers’ psyche and understanding their minds. According to their Electric Guitar PA Map, the market’s most popular guitars are shown to be merely fairly interactive, with functions entailing moderate, albeit relative, engagement on the consumer’s part. It is here that we can determine RKS’ desired positioning. Indeed, in order to stand out from the current homogenized market, their aim was to design a deeply engaging, alluring and enticing guitar, technically superior and more emotionally engaging, epitomizing senses of freedom and empowerment. The RKS Guitar’s design is not only ingenious and eye-catching, but is also sonically captivating, thus creating unique meaning and value for its user.
As consumers were divided into distinct segments (children and their parents, professional and aspiring players, collectors, institutions), we believe RKS’ target segments should range between collectors and professional players. Indeed, novices and hobbyists do not need nor expect the most performing guitar, but rather a more basic one. On the other hand, 30-50 years old (or more) professionals and aficionados are much more inclined to find an innovative design appealing, and will be more sensitive to its subtle technical attributes, thus be willing to pay a higher price. The RKS Guitars Case depicts 4 different consumer profiles, embodied by Steve, Drew, Lisa and James. Not only does Drew not possess the necessary income to purchase the guitar, he is also not inclined to purchase a new, state-of-the-art guitar as his main requirement is celebrity