New product development at Pennine Bathrooms

Based on experience working with a manufacturer of ceramic sanitaryware, whose Chief Executive has recognized the need to introduce more (some?) marketing orientation and more (some?) design skills into the organisation. A marketer and a designer were recruited simultaneously and tasked with bringing about the introduction of new models of bathroom suites. Designed to involve students in the kind of culture and interface issues which in real life often present challenges equal to those posed by the marketing environment itself. Verbatim comments from different functional areas illustrate departmental perspectives. The case also raises some issues relating to the organisation of the new product development (NPD) process, particularly to marketing research and branding.