New Consumer Accessories for Generation Z (2019-20)

New Consumer Accessories for Generation Z (2019-20)

Project outcomes

Sponsored by HP Inc


Project title:
New Consumer Accessories for Generation Z
Description of the project:

The accessory landscape is changing.

For years, we focused on creating accessories that attach to the PC, like mice, keyboards and docking stations. Today, people don’t use computers just for word processing or keeping grandma’s recipes. Our accessory portfolio is changing to keep up, but we aren't leap frogging ahead.

No longer do we merely make mice. We have a major focus on gaming accessories. We’re working on accessories for content creators, like streamers and social media influencers. We have accessories that become an expression of someone's lifestyle like soft goods and cases.

…but what's next?

The Consumer Accessories Business would be excited to get the help of the MITI Challenge interns to define the next experience-based product portfolio! We need a new Gen Z focused product portfolio, a deep understanding of what we’re trying to do and why via Consumer Insights, and a Marketing and Go to Market plan that generates excitement and tells the world!

The accessory landscape is changing.

For years, we focused on creating accessories that attach to the PC, like mice, keyboards and docking stations. Today, people don’t use computers just for word processing or keeping grandma’s recipes. Our accessory portfolio is changing to keep up, but we aren't leap frogging ahead.

No longer do we merely make mice. We have a major focus on gaming accessories. We’re working on accessories for content creators, like streamers and social media influencers. We have accessories that become an expression of someone's lifestyle like soft goods and cases.

…but what's next?

The Consumer Accessories Business would be excited to get the help of the MITI Challenge interns to define the next experience-based product portfolio! We need a new Gen Z focused product portfolio, a deep understanding of what we’re trying to do and why via Consumer Insights, and a Marketing and Go to Market plan that generates excitement and tells the world!

Project brief

Project brief

Sponsored by HP Inc

Location:
Houston Texas, USA with trips to Palo Alto - DUE TO REQUIREMENTS FROM OUR PARTNER HP INC, WE CAN ONLY CONSIDER APPLICANTS THAT HAVE A CURRENT AUSTRALIAN PASSPORT
Description of the project:

The accessory landscape is changing.

For years, we focused on creating accessories that attach to the PC, like mice, keyboards and docking stations. Today, people don’t use computers just for word processing or keeping grandma’s recipes. Our accessory portfolio is changing to keep up, but we aren't leap frogging ahead.

No longer do we merely make mice. We have a major focus on gaming accessories. We’re working on accessories for content creators, like streamers and social media influencers. We have accessories that become an expression of someone's lifestyle like soft goods and cases.

…but what's next?

The Consumer Accessories Business would be excited to get the help of the MITI Challenge interns to define the next experience-based product portfolio! We need a new Gen Z focused product portfolio, a deep understanding of what we’re trying to do and why via Consumer Insights, and a Marketing and Go to Market plan that generates excitement and tells the world!

The accessory landscape is changing.

For years, we focused on creating accessories that attach to the PC, like mice, keyboards and docking stations. Today, people don’t use computers just for word processing or keeping grandma’s recipes. Our accessory portfolio is changing to keep up, but we aren't leap frogging ahead.

No longer do we merely make mice. We have a major focus on gaming accessories. We’re working on accessories for content creators, like streamers and social media influencers. We have accessories that become an expression of someone's lifestyle like soft goods and cases.

…but what's next?

The Consumer Accessories Business would be excited to get the help of the MITI Challenge interns to define the next experience-based product portfolio! We need a new Gen Z focused product portfolio, a deep understanding of what we’re trying to do and why via Consumer Insights, and a Marketing and Go to Market plan that generates excitement and tells the world!

Project outcomes

This project has been closed
Project Aims:

The three things we need as outputs are:

1) A product portfolio proposal, appropriate for WW markets, that specifically targets Gen Z, in a product segment we are not currently active in. Portfolio needs to specifically target a way youth interact with Computing, that we can enhance the experience with a (new) accessory portfolio.

2) A deep understanding of what we are trying to do, and why, via Consumer Insights (CI). Everything we do comes from CI and understanding how our consumers interact with our products, what they are trying to achieve, what pain points we are trying to solve. This is beyond “we should put the button an inch to the left”, and more about understanding why we’re trying to do what we’re trying to do.

2) A Marketing and Go to Market plan that is specifically tailored to resonate with Gen Z, probably focusing on pull marketing and using social media, influencers and retail.

Available to:
Undergraduate students in penultimate and subsequent year (including honours)
Postgraduate students
PhD students (coursework and research)
Faculty or Department:
Art, Design and Architecture
Business and Economics
Engineering
Medicine, Nursing and Health Sciences
Sector:
Technology
Employment Type:
Scholarship

Applications for this project are welcome from penultimate and subsequent year undergraduates, Masters and PhD students (coursework and research) who are currently enrolled full-time at Monash including for the period December 2019 to end of February 2020.

DUE TO REQUIREMENTS FROM OUR PARTNER HP INC, WE CAN ONLY CONSIDER APPLICANTS THAT HAVE A CURRENT AUSTRALIAN PASSPORT

Selection Criteria:

Your application will be reviewed by senior university members and assessed against the following criteria:

  • Quality of covering letter, resume and on-line application including spelling & grammar
  • Relevance of your degree to the project(s) you select
  • Skills, ability, knowledge and experience relevant to the project (s) you apply for
  • Extra - curricular activities (i.e. sports/clubs & societies/memberships)
  • Career goals & ambitions
  • Academic performance
  • Successful completion of group activity
  • Successful interview with industry partner

Please note:

  • Scope for MITI projects are determined by the industry partners, this includes student disciplines and whether they require students at undergraduate, Masters or PhD level.
  • The final selection of the MITI project team will be made by the industry partner.
Duration: 12 Weeks
Max number of recipients: 3
Application process:

A cover letter and current CV are mandatory requirements of the application process.

Your cover letter should state the following information in a clear and concise manner:

  • why this project is of particular interest to you
  • an outline of your experience either through work, study or other interests to support your application
  • what you can contribute as a member of the team

HP Inc

In the era of technological tectonic shifts, the new born company HP is here to change how people play with technology.

Our vision is to create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe. Whether it is 3D printing, new categories of immersive computing experiences such as Sprout, the thinnest laptop in the world - Spectre 13, we create products and solutions that deliver the best experience at home, at work and on the go. This motivates us — inspires us — to do what we do. To invent, and to reinvent. To engineer experiences that amaze. We won’t stop pushing ahead, because you won’t stop pushing ahead. You’re reinventing how you learn. How you play. How you live. With our internship project, you’ll reinvent your world.

This is our calling. Apply for HP project and get the best internship experience in the world, solving a real-life business challenge side by side with our prominent executive leadership team and professionals in the Silicon Valley, Palo Alto, California, United States.