Essay/Term paper: Marketing

Essay, term paper, research paper:  Management

The Brand/Product:



1.Attributes:

The attributes are the product's primary characteristics, both physical and functional. They are what the consumer might recognize first about the product through the five senses. The physical attributes are what make the product what it is. They are scent, texture, package, contents, variety and price. The functional attributes are shown by how the products work. They include sun protection, moisture for the skin and an attractive promotion.



2. Benefits:

Benefits are what the actual product attributes can do for the consumer. It is important to make these benefits different from the competition's. Each physical attribute possesses certain benefits that satisfy the consumers wants.

The scent of our product is what makes our lotion so different. None of our competition brands have a scented sun tan lotion on the market that is targeted at our segment; the only other is Coppertone Kids' varieties (5). Our lotion comes in a very appealing scent that makes the consumer feel comfortable and excited about putting sun tan lotion on their bodies. There is no overbearing or strong oily scent like some lotions, and there is no fake odor like the "coconut" tanning oils that are on the market today (1). All of this was taken into consideration when we came out with our light, refreshing and mild- scented fragrance called "Summer Rain." All of our varieties of lotion will be in this scent because it is one that can be appealing to all different types of people, not just our target market.

The texture is non-oily and does not feel too heavy on the skin. This is important because when people use our product, they will be pleased that they do not have to worry about clogs pores that may lead to acne. It also leaves the skin feeling healthier because of the natural moisturizers. Our lotion comes in three different varieties for different skin types. We have lotion for normal skin, dry skin, and oily skin. Each lotion has certain amounts of Vitamin E, aloe and vera and other moisturizers so that the skin will "always return to its natural balance" as it is used (4).

The contents of our product are always organic and pure. We use only the finest and botanical ingredients, all carefully tested for purity and effectiveness. (4) This makes the product safer to use for the consumer and for the earth. It is clean and refreshing, not oily and irritating. Plus, we keep in mind the earth and all creatures by never testing on any animal. This is important with the current market trend of products that are pure, safe, and friendly to animals. (4)

The package is also another factor that defines Herbal Essence. The clear bottles allow the consumer to see the purity of this product. This feature also allows brand loyal customers to easily identify our product by its signature clear bottle.

Sun protection is a big issue today with the wide spread fear of skin cancer. Our lotions include the ingredients needed to protect the sun's UV rays (2). Each SPF is recommended by the FDA for certain skins and how they burn or tan. For example, our SPF of 4 is for those who do not burn much and tan quite easily (3). The SPF's offered are 4, 8, 15, 30 and 45.

The price of our product allows an affordable and competitive way to protect the skin and, but without sacrificing quality or quantity. The sun tan lotions on the market today have a price trend of between $3.79 to $11.99 (1). We offer our lotion in two sizes: 4oz and 8 oz, which should retail for $5.19 and $7.95 respectfully. We feel comfortable with these prices because we place our selves around the middle of the pack, but we do not want to be identified as a "cheap" brand. We want our customers to know that they are buying a high quality product.

The last important benefit or our product is its great variety. We offer three textures for different skin types, five different SPF's, in two sizes. This gives our customers great selection in how they want their skin to be protected.

3. The Most Levergable Benefits and Attributes Versus The Competition:

§ Scent- Herbal Essence is known for their extra refreshing botanical fragrances more than any other brand.

§ Organic and pure contents- The consumers now want safer products for the environment. Our competition does not offer organic products.

§ Variety- The consumer has a great selection in texture, protection, and size of how they want to purchase their Herbal Essence sun tan lotion.

§ Price- The consumer can buy a high quality product at a reasonable price, something that is rare today.



Scources: note: these spaces in the addresses are underscores

1. www.planetrx.com/product/nonrx/shelf/info/200440149-6_introduction.html

2. www.planetrx.com/product/nonrx/shelf/add_info/200440149_ingredient.html

3. www.fda.gov/fdac/features/sunchart.html

4. www.clairol.com/products/hrbalnoframes/herbalbody/herbalbody.html



5. www.planetrx.com/product/nonrx/shelf/topbrands/200440149_filter_193.html#shelf