The Marketing Plan - Product Concept and Packaging Decisions
The Marketing Plan
Part A: Product Concept and Packaging Decisions:
The product that we have created is a body wash that comes together in two separate bottles for “him” and “her”. Each package comes with a “poof” for the female and a wash cloth with the same properties of the poof for the male. The target market for our product is females and males aged 17-25. Obviously it is for males and females as the product has the body wash for each gender. But also the target age is that because 17 could be as young as people are that would maybe be living with a member of the opposite sex, and we felt that much older than 25, people may not feel connected to that sort of product.
There are many unique selling points linked to our product. The matching his and her wash where the bottles come connected together, or can also be sold separately. The male bottle comes with a free wash cloth and the female with a free poof, the colour of the soap is blue for His and pink for Hers, we made it that way because pink and blue are the well-known colours for males and females. Unlike most other bodywashes, this one foams either pink or blue and stays that colour until washed off. The generic name for the product is body wash. The brand name of this body wash is called “Excess”. We chose this because we felt it was a quick attention grabber name that would attract people to the product. Our company name is MK2. The bottles fit together to create a triangular shape. This way they can be sold together in a matching set, or as singles. They are in a clear, easily squeezable container so that you can see the colours of the liquid through the bottle. The male body wash is called HIS, and the female is called HERS. We did it like this because it is catchy and straight to the point. The brand symbol/logo is the male and female “signs”. The shape of the bottle is unique and easily catches your attention. Sold separately, the shape is a tilted triangle, but put together it forms a big equilateral triangle. The size of the bottle is small big enough to hold a fair amount if the body wash, but isn’t too big so that it is bulky...