Product Attributes
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 the consumer
to see the purity of
this product. This feature also allows brand loyal
customers to easily
identify our product by its signature clear bottle. Sun
protection is a big
issue today with the wide spread fear of skin cancer. Our
lotions include the
ingredients needed to protect the sun's UV rays (2). Each
SPF is
recommended by the FDA for certain skins and how they burn or tan.
For
example, our SPF of 4 is for those who do not burn much and tan quite
easily
(3). The SPF's offered are 4, 8, 15, 30 and 45. The price of our
product allows
an affordable and competitive way to protect the skin and, but
without
sacrificing quality or quantity. The sun tan lotions on the market
today have a
price trend of between $3.79 to $11.99 (1). We offer our lotion
in two sizes:
4oz and 8 oz, which should retail for $5.19 and $7.95
respectfully. We feel
comfortable with these prices because we place our
selves around the middle of
the pack, but we do not want to be identified as
a "cheap" brand. We
want our customers to know that they are buying a high
quality product. The last
important benefit or our product is its great
variety. We offer three textures
for different skin types, five different
SPF's, in two sizes. This gives our
customers great selection in how they
want their skin to be protected. 3. The
Most Levergable Benefits and
Attributes Versus The Competition: § Scent- Herbal
Essence is known for
their extra refreshing botanical fragrances more than any
other brand. §
Organic and pure contents- The consumers now want safer products
for the
environment. Our competition does not offer organic products. §
Variety-
The consumer has a great selection in texture, protection, and size of
how
they want to purchase their Herbal Essence sun tan lotion. § Price-
The
consumer can buy a high quality product at a reasonable price, something
that is
rare today.
Bibliography
1.
www.planetrx.com/product/nonrx/shelf/info/200440149-6_introduction.html
2.
www.planetrx.com/product/nonrx/shelf/add_info/200440149_ingredient.html
3.
www.fda.gov/fdac/features/sunchart.html
4.
www.clairol.com/products/hrbalnoframes/herbalbody/herbalbody.html
5.
www.planetrx.com/product/nonrx/shelf/topbrands/200440149_filter_193.html#shelf