Advertising, communication, new product, innovation, creation of a new product, shaving cream
This document is about the creation of a new shaving cream that does not exist in the market. It begins with the competitive analysis of three products, then there are the definitions of the new product and the target audience. To finish with, there are the regulatory issues that have to be taken into consideration, and of course, the final campaign.
We can see some advertisements on TV for this product and other shaving products of the same brand. Also we can see some ads in magazines, but the brand promotes its products thanks to sport sponsoring. For example, it has already sponsored the French rugby team. We can also point outthat it can be present in events and that events will provide the opportunity to distribute some free razors with samples of the shaving cream, after-shave, etc. to people.
[...] In the first situation, as well as in the second, we can easily imagine that brother and sister or girlfriend and boyfriend share a lot of things. So now this is something new they can share. BIBLIOGRAPHY - http://www.fda.gov/Cosmetics/CosmeticLabelingLabelClaims/default.htm - http://www.safecosmetics.org/article.php?id=316 - http://www.fda.gov/Cosmetics/GuidanceComplianceRegulatoryInformation/ucm 074162.htm - FDA Authority Over Cosmetics - March - http://www.safecosmetics.org/article.php?list=type&type=30 - http://www.fda.gov/Cosmetics/GuidanceComplianceRegulatoryInformation/ucm 074201.htm - Is It a Cosmetic, a Drug, or Both? (Or Is It Soap?) - July http://www.fda.gov/Cosmetics/GuidanceComplianceRegulatoryInformation/ucm0742 01.htm - Is it a cosmetic, a drug, or both? [...]
[...] We want them to trust us, so we have to be honest with them, and this goes first by the fact of respecting legal information in terms of communication on the packaging. The goal is when they see the products on the shelved in the store, they might be surprised by the concept, but then, by reading the packaging, they can find all the information they need and that can help them in their buying decision. Also, thanks to our choice of being transparent with the customers and not hiding anything to them, we are seen as a very serious company, which is not always the case of all companies when there are some regulatory issues to respect. [...]
[...] Slogan of the product: Mennen” Advertising: The brand communicates through TV ads, paper ads in magazines and posters. In general, this is not the shaving cream that is the principal product advertised. Because they show razors, or after-shave products, the consumer is making the link anyway with the shaving cream. If he buys a Mennen razor, he will probably buy the shaving cream from the same brand. Mennen is also using the image of well-known people to advertise its products. [...]
[...] In fact, this is why this product has to be without any smell. Usually, there is always a kind of smell that differs if it is a product for the men or for the women. In the case of our product, it is clear that women will not use it if when they shave their legs for example, they smell like men. On the contrary, men will not be willing to use this shaving cream, if when they shave they smell like women after that. [...]
[...] Advertising and communication: Launching a sample product ‘BISHAVED' Addendum: pre-seminar assignment I. Definition of the product II. The target audience The drivers III. Delivering the message TV advertising Commercial animations Sponsoring IV. The regulatory issues to consider V. The final campaign Bibliography Competitive analysis Name of the product: Williams Expert - Mousse Mentholée (menthol cream) Parent company: Sara Lee Key features of the product: It is refreshing thanks to its menthol perfume, it prepares the skin before shaving, it can be used for all kinds of skins, Estimated age and gender of the target audience: Men who are in age to shave so more or less around years old, and then, there is no age limit. [...]
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