Marketing

This essay has a total of 831 words and 4 pages.

Marketing

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
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