Magazine article Management Today

Product - Industrial

Magazine article Management Today

Product - Industrial

Article excerpt

'This was a beautifully supported case and one the best presented entries of the awards' - Stage Two judge

The judges were particularly impressed with London Associates' user-focused approach, which enabled them to develop Strand Lighting's SL Series of Theatre Lighting, the product that increased Strand's share in the European rental market from three to 15 per cent within a year.

Strand's objective was to create a new product for the European market. The main stipulations were that it had to be smaller, brighter, lighter in weight, it had to consume less electricity than conventional models and production costs had to be reduced. The new product met all of these requirements with significant results.

The theatre lighting market is fiercely competitive but by concentrating on areas of product efficiency and ease of use, London Associates created a product that made an impact purely through design.

Within three months of its launch the SL Series sold 15,000 units and to date have sold over 24,000 units -- a three-fold increase on the previous year of any other Strand Lighting product. The SL Series is easily the best selling product in Strand Lighting's portfolio. …

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