1.Ziba is very serious about the first step in the marketing process, as the company devotes much time to an extensive research of the marketplace and consumer needs. Ziba's approach stresses the importance of the connection with consumers on a deep emotional level. The company attempts the first step answering numerous questions related to consumer's needs, motivation and values, at it's important to understand consumers. The company constantly tests and refines its products, examines the market and competition long before starting the actual design process.
2. Ziba takes a new approach to the design process, it analyzes the customer needs from many different angles – the experience that consumers had in past, it examines competition, context and trends of the marketplace. The company focuses on a deep research of consumers' values before creating new product. Ziba indeed attempts to create a whole new brand experience to steer their clients away from the trap of “marketing myopia”. Also, I think the fact that Ziba's staff is so internationally diverse may be helpful in avoiding the marketing myopia. In such a mix of culture, intellect and experience chances to create a profound product can be significantly higher.
3. - Production concept. Ziba doesn't seem to be very very concerned about affordability of its products. It rather focuses on the whole experience, on the creation of the unique product that would delight customers. It doesn't necessarily mean that it has to be highly affordable, because that would require to cut down on the research cost and production. It's better to spend some time and money brainstorming concepts for new product to create something really outstanding. - Product Concept. Partially, Ziba does seem to be inclining to this concept, because it definitely values its future projects' quality, performance and features. However,