Essay, Research Paper: Product Attributes


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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.

1. 2. 3.

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