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Team culture encouraged I.G (Armson 2008). No longer be the butt of e-card jokes Development of the Concept Concept Testing Second Concept Test Earphones that adjust to level of noise in your surrounds. Idea 1 Idea 2 Long lasting at home spray tanning that contours and defines Idea 3 At home temporary tattoo gun, as an additional feature of the spray tanning system Background & Target Business Arena Goals & Objectives How we will achieve our goals and objectives Is there already a product like it? As outlined previously, targeting the increasing market trend of image and health consciousness. NO But there is:
Noise canceling earphones
Phones that adjust to background noise (Apple, 2013)
Apps that automatically mix sounds louder than a certain decibel in with your music (Kelapure, 2012) To create a new product for this market, ideally being an addition to an existing brand with a major product improvement. Is there a potential
market for it? FOR AGAINST Reducing outside noises is a safety hazard
(Casali & Gerges, Journal of Human Factors & Ergonomics, 2006) We will utilise heavy secondary and primary research into the market to create the most relevant and viable product. Special Guidelines Target Market Sound levels don't have to be as high so it's safer for hearing (Hoover & Krishnamurti, Journal of American Audiology 2010)
Improves task performance (Molesworth, Burgess & Kwon, Applied Acoustics, 2013) YES Is it copyable? YES Technology companies have similar technologies already established (Kelapure, 2013)
High competition= constant updating/"sharing" (Kane & Sherr, Wall Street Journal, 2011) Sales Forecasting IDEA SCREENING PROCESS NO Available in a salon
(Ella Bache, 2013)
Fake tan that reduces the appearance of cellulite...doesn't contour (Skinny Tan, 2013) YES The Fake Tan Market ... Instagram Hashtags
# tan = 1 039 231 photos Trend for fit/toned bodies
Increase awareness of skin cancer
(Weinstock et. al. Annals of Behavioural Medicine, 2000)
Banning of solarium's in 2014 opens up market potential
(AAP, The Australian, 2012) NO Fake tanning a part of 3.5% of other beauty services and can expect to gain 2.1% of solarium services when banned in NSW and VIC in January 2014 Special system and contouring fabric will be unlike anything in the market
Intellectual Property limits copy-ability, however there's still risk
(Lu, Research-Technology Management, 2007) Health and Fitness Conscious Market ... Instagram Hashtags
# fit = 5 195 983 photos YES (The Tanning Store, 2013) (Tribal Ink, 2013) (Airbrush Temporary Tattoos, 2013) New at home self-tanning system with exclusive material template which provides extra definition and contouring. Our unique material when dampened will attach to your skin, and naturally hug the existing groves of your physic. The spray will then be applied all over the body and will seep through the material, allowing for natural contouring to occur. The indented groves will develop slightly darker than the rest of body, resulting in the organic definition and accentuation of your sometimes hidden natural shape. NO Already a lot of different options (not just systems) in the market already at different price levels
(Primary Research Observing: Utatz, 2013;Temporary Tattoos, 2012;Youtube, 2012) YES - Too many similar products already in market to differentiate
- If going ahead, our product would be copying already established tattooing systems IDEA SCREENING SUMMARY Ideas Earphones Contouring
Tan Tattoo System Similar Product? Similar Product? Similar Product? Market Potential? Market Potential? Market Potential? Copyable? 20 somethings already using tanning products, are interested in the benefits of contouring and are health and image conscious. Copyable? Copyable? NO YES YES NOT CONTINUING NO NO NO YES YES YES NOT CONTINUING CONTINUING Fitness Industry reaching maturity and saturation (Ibis World Report R9111), therefore participants in these markets will be looking for new products to give them their dream body. Steps as defined by Bart & Pujari 2007 -Most businesses tend to keep their concept testing methods private.
-Test samples of 100 are normally ideal.
(Peng & Finn 2008) The Fake Bake Debate, UK Tanning Map, accessed 04/05/2013, http://visual.ly/fake-bake-debate-uk-tanning-map-2011 Real Life Photo Shop! Easy As 1, 2, 3 ! 2. Apply to The Body 1. Wet The Cloth 3. Spray No More Results Like This .... or But Get Results Like This! Or Living In Fear of Results Like This ... Or Ibis World Report S9511 2013 "Weight Loss Services in Australia", Ibis World Report S9512 2013 "Gyms and Fitness Centres In Australia", Ibis World Report R9111 2013 From Magazine Organisation Australia 2013 The 20 Something Image Conscious Market ... The 2007 Global Neilsen Consumer Report on Health, Personal Grooming and Beauty two thirds of young consumers from across the world agreed that the pressure to look good was immense. U.K sun protection and sunless tanning industry worth $1 Billion industry (Mintel International 2011).
28 % of young women use fake tans (Williams et al 2012). Fake Tan Use In Australia and the UK. Limitations of Target Market Research ... We didn't have $950 to spend on gathering target market information Primary research found that the 2 most popular fake tan brands were Le Tan and St Tropez, as neither of these are publicly listed companies no sales data was available. Initial Survey Focus Group New at home self-tanning system with exclusive material template which provides extra definition and contouring. Our unique material when dampened will attach to your skin, and naturally hug the existing groves of your physic. The spray will then be applied all over the body and will seep through the material, allowing for natural contouring to occur. The indented groves will develop slightly darker than the rest of body, resulting in the organic definition and accentuation of your sometimes hidden natural shape. UK National Statistics, accessed 06/06/2012, http://www.statistics.gov.uk/hub/population Population Statistics
Tanning industry statistics
UK gym memberships
Beauty treatment industry
Sport and recreation clubs
Obesity rates Positioning Primary Secondary Trends Focus on innovation and trends in our target market. "for gym junkies and festival rats" "people who want an instant change" "maybe include a moisturiser with it" Brand Partners Is there a potential
market for it? Is there a potential
market for it? Is it copyable? Is it copyable? Conservative! Middle! Everything going well! Why bet on our product?
Its low risk! -
• low setup costs/start-up costs
• low product cost ABS 2011 Population Statistics <http://www.abs.gov.au/ausstats/abs@.nsf/Products/3235.0~2011~Main+Features~Main+Features?OpenDocument>. Low Risk Growth! Neilson Global Report, http://pt.nielsen.com/documents/0705_PersonalGrooming.pdf Neilson Global Report, http://pt.neilsen.com/documents/0705_PersonalGrooming.ptf Neilson Global Report, http://pt.neilson.com/documents/0705_PersonalGrooming.ptf Perfect Abs EVERY TIME! "they already use fake tan, they pre-pump" "people probably thought normal tanning was a joke to begin with" "maybe sell at beauticians, or possible keep it a secret."
"make it more prestigious"
"once it gets out, could become tacky" "make it long lasting" "sell it in gyms" "sell as 'enhancing' rather than 'fake muscles' "