0 +

+ + ++ 0
0 + 0 +
+ 0 0 + + ++

TARGET RATING
Barrel (Steel, Plastic, etc.)
Ballpoint (Steel, Tungsten
Simple and slick design

Choice of Material for

Choice of Material for
Size of the barrel (for

Manufacturing Cost
Type of pen (Three
Carbide, etc.)

COMPETITION BENCHMARKING SCORES

(php/unit)
VOC Importance

easy grip)

Faber-Castell
My Product
Types)
VOC Weight

Panda
VOICE OF THE CUSTOMER

Pilot
Uni
(VOC)

(CBS)
Physical Appearance 2.21 13% ** ** ? * ** * 4.5 4.08 3.44 3.61 4.42
Size 3.05 18% * ** 0 * * * 4.5 4.11 4.03 4.08 4.47
Ballpoint Movement 4.27 26% 0 0 ** * 0 * 4.5 4.22 3.78 3.86 4.33
Type of Ball Pen 3.57 21%
* * * ** * * 4.5 4.06 3.58 3.64 4.08
Affordability 3.70 22%
? ? ** ** ** ** 4.5 3.72 4.50 4.22 3.75

TECHNICAL REQUIREMENT IMPORTANCE 4.17 4.71 5.97 7.29 5.49 6.66

TECHNICAL REQUIREMENT WEIGHT 12% 14% 17% 21% 16% 19%

Faber-Castell 4 1cm Brass Ballpoint pen Plastic 1.5 Rating Values

Panda 3.5 1cm Brass Ballpoint pen Plastic 1 5 Highest
Uni 3.5 1cm Brass Ballpoint pen Plastic 1 0 Lowest
Pilot 4.5 0.8cm Brass Ballpoint pen Plastic 1.5

TECHNICAL TARGETS My Product 4 1cm Brass Ballpoint pen Plastic 1

Technical Requirements Direction of VOE Relationship
Improvement
0 None 0
Increase
? Weak 3
Decrease
* Medium 6
Target
** Strong 9

Technical Correlation
++ Strong Positive Correlation
+ Positive Correlation 13% 9 9 3 6 9 6
0 No Correlation 18% 6 9 0 6 6 6
- Negative Correlation 26% 0 0 9 6 0 6
-- Strong Negative Correlation 21% 6 6 6 9 6 6
22% 3 3 9 9 9 9