Project Handout – Project Report Due Monday 12/14 ✓ Solved

Project Handout – Project Report Due on Monday 12/14

PART I: Choose a physical product.

PART II: 1. For the category selected, start by identifying a consumer problem or unmet consumer need. This can come from your personal experience or your observations of other consumers. 2. Outline the product features and benefits that solve the consumer problem. 3. Brand Name: Suggest a product name and justify your decision (Assume this is a new brand. Cannot use an existing brand name.) 4. Package and visuals: How would the product stand out?

PART III: 1. Clearly specify the segment you are targeting and why you are choosing this segment. 2. Who are the key competitors and what are their benefits? How is the new product superior to the competitors you identified?

PART IV: 1. Design two print magazine ads for your target segment. 2. What is the message and appeal? Justify your answers.

PART V: Project presentation – Guidelines for your project presentation will be available on BB.

SUBMISSION - Deadline Monday 12/14 @ 3 pm. Make sure to submit ONE post ONLY.

Paper For Above Instructions

Introduction

In today's fast-paced consumer market, businesses are constantly called to innovate, particularly in identifying and addressing unmet consumer needs. For this project, I have selected a physical product in the personal care category; specifically, a revolutionary shampoo designed for individuals with sensitive scalps. The objective of this report is to outline a consumer problem, discuss product features, target segments, and competitors, and present compelling advertisements that resonate with our audience.

Identifying the Consumer Problem

Many consumers struggle with scalp sensitivity, which can lead to irritation, dryness, and discomfort. This issue is prevalent among individuals with allergies, those who frequently dye their hair, and anyone using harsh chemical products. Surveys indicated that approximately 30% of consumers report scalp issues, revealing a significant unmet need in the market (American Academy of Dermatology, 2021). This shampoo addresses this problem by utilizing gentler, hypoallergenic ingredients and natural extracts to soothe and nourish the scalp.

Product Features and Benefits

This shampoo is formulated with natural ingredients such as aloe vera and chamomile, which are known for their soothing properties. It is free from sulfates, parabens, and artificial fragrances that can exacerbate scalp sensitivity. The primary benefits include alleviating irritation, maintaining scalp moisture, and promoting healthy hair growth. Packaging will also include a clear label that highlights these key benefits, ensuring it stands out on shelves and communicates its unique selling points to consumers looking for gentle alternatives.

Brand Name

The proposed brand name for this product is “Soothe & Shine.” This name reflects the dual purpose of the shampoo: to soothe the sensitive scalp while enhancing the beauty and shine of the hair. The choice of words conveys gentleness and care, assuring customers of the product's suitability for their needs. The branding will emphasize natural and herbal aesthetics, resonating with consumers looking for organic solutions.

Package and Visuals

The packaging for Soothe & Shine will be designed to appeal visually to the target demographic of sensitive scalp sufferers, featuring soft colors and minimalist aesthetics. A recyclable bottle made of frosted glass will add an eco-friendly touch, appealing to environmentally-conscious consumers. The label will clearly communicate the product’s hypoallergenic features with appropriate iconography, making sure it stands out among competitors that often use more traditional, bold visual labels.

Target Segment

The primary target segment for Soothe & Shine includes women aged 25-45 who struggle with scalp sensitivity. This demographic values personal care products that are gentle, effective, and environmentally responsible. Additionally, this segment is more likely to experiment with new brands that promise improved health benefits, making them more receptive to our marketing efforts.

Key Competitors and Product Superiority

Key competitors in the sensitive scalp market include established brands like Head & Shoulders and Dove. These brands offer specialized lines for sensitive skin, but often contain additives. Soothe & Shine’s superior formulation will distinguish it by being free from harsh chemicals while offering effective relief for scalp issues. Furthermore, the emphasis on natural ingredients provides an additional marketing edge to attract a niche audience that increasingly favors organic products.

Magazine Advertisements

The advertisements for Soothe & Shine will feature visuals of serene nature backgrounds emphasizing calmness and relaxation. The first ad will depict a woman enjoying a quiet moment in nature, while the second will highlight the before-and-after effect of using the shampoo. Both ads will prominently display the phrase “Gentle Care for Your Sensitive Scalp,” which speaks directly to the product’s core benefit. The narrative will be emotive, encouraging potential customers to consider the relief and beautification they deserve.

Message and Appeal

The message will appeal to the emotional and practical concerns of consumers. By addressing the pain points of scalp discomfort and showcasing the product's soothing properties, these ads aim to create a connection between the product and the consumer's need for comfort and care. This approach not only fosters brand loyalty but also invites trial from prospective customers who anticipate a solution to their hair care woes.

Conclusion

In summary, Soothe & Shine represents a breakthrough in catering to consumers with sensitive scalps, leveraging natural ingredients and impactful branding. With a well-defined target market and a compelling advertising strategy, this product is poised to carve out a significant niche in the health and beauty market. Through ongoing consumer engagement and quality assurance, Soothe & Shine can foster a loyal customer base while addressing an important consumer need.

References

• American Academy of Dermatology. (2021). Scalp Care for Sensitive Skin. Retrieved from https://www.aad.org
• Smith, J. (2020). Understanding Consumer Behavior in the Natural Products Market. Journal of Marketing Research.
• Johnson, L., & Carr, M. (2019). Consumer Trends in Personal Care. Marketing Insights.
• Miller, R. (2022). Natural Ingredients and Their Impact on Hair Care. Health and Beauty Review.
• Taylor, S. (2020). Brand Development Strategies in the Personal Care Industry. Journal of Brand Management.
• Williams, A. (2021). Marketing Strategies for Sensitive Skin Products. Cosmetic Science.
• Brown, T. (2022). Effective Advertising in the Beauty Sector. Advertising Age.
• Green, D. (2018). Building Brand Loyalty through Product Differentiation. Strategic Marketing Journal.
• White, K. (2021). Eco-Friendly Packaging Trends in Personal Care. Packaging Innovations.
• Lee, J. (2020). Consumer Preferences for Organic Personal Care Products. Journal of Consumer Research.