New product development project aimed to win out amidst fierce price competition.
The key to success was reducing the use of precious metals.
Winner's R&D Department succeeded in reducing the amount of gold used in new products by 30% compared to previous products. And with the savings achieved from reducing the use of precious metals, they were able to improve performance and reduce the size of switches used on their products. Naturally, product price was left unchanged. Through this project, Winner was able to achieve differentiation from its competitors’ products, maintaining its advantage in the market. By nature, precious metals are a precious resource with low yields. By saving precious metals, this project had environmental conservation implications as well, which had the added benefit of enabling Winner to meet its social responsibility obligations.