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Marketing 188 Evaluating new product

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by

jimmy zhou

on 23 January 2014

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Transcript of Marketing 188 Evaluating new product


THE VASELINE®
SPRAY & GO
SKIN CARE LINE
was introduced in 1872.
Then, it was bought by
in 1987.
Specialize in lotion for many purposes:
Quick
& Convenient
Release in the beginning of March 2013
WHY???
Since 96% of the body lotion is used by women,
the target market for this product is women age
18-40
Potential Market
Potential Market Size:
In 2012, the total sales for hand & body lotion is: about 1 billion dollars.
Perceived Benefits
Fast
Absorption
Unique Selling Proposition
"First body spray lotion from a major brand. It's non-greasy and convenient."
No time for lotion?
Yes, you do! ;)
Try Me!
Promotional Strategy
Emphasize fast & non-greasy.
LIFE IS GOOD!
Move on with life
Will it success?
Reference
http://www.statista.com/statistics/195274/share-of-us-hand-and-body-lotion-sales-in-2010-and-2011-by-brand/

http://www.statista.com/statistics/192647/leading-us-health-and-beauty-care-product-categories-in-2010-and-2011/

http://www.nytimes.com/2013/03/08/business/media/vaseline-adds-a-body-lotion-spray-to-its-line.html

http://en.wikipedia.org/wiki/Unilever

http://en.wikipedia.org/wiki/Vaseline
Not
Greasy
Janet
Mike
Lily
Tim
Kay
Capture the younger generation.
Test the market for spray lotion.
Competitors
V.S.
Opportunity: chance to change the perception that using lotion is feminine.
Less
Rubbing
Ryan:
559-324-23##
Not Greasy.
We are sorry, our lotion just does not do that.
The new Vaseline Spray & Go lotion is fast, easy and
"Slow-Lotion"
Wife: "Honey, I am almost done. Just let me put on some lotion."
Husband:"ZzzZzzz"
Vaseline Spray & Go lotion
is not greasy, easy, fast, and now
R rated.
"Here's my phone number, your lotion is very "handy". Call me!"
Wife:"Honey, I (spraying lotion) ...am done!"
Then...
Buy ads on middle end magazines.
Use sexy figure to attract young women.
Jimmy Zhou
Spray sunblock has been around for 15 Years!
Music Credit: "Let the game begin" by Memphiston
No Spray Lotions are produced by large companies.
So traditional lotions will be the biggest competition.
Time to test the lotion.
Pricing potential
First week on the shelf.
Full transcript