My first semester at Saint Joseph's University, a team and I created a new product line for our product development class. We first met to bring all of our individual ideas together, then collectively made a final decision to make two new kid's products for Lush Cosmetics. Lush is an all natural ingredients company, which is just targeted just to adults. However, we realized that with the help of their strong brand image, they could create all natural bath soaps for young children, which moms have trouble finding for their kids.
As team lead, I directed meetings, helped move team members along, keep meetings organized, delegated tasks, and reviewed group work before presenting it. With extensive research, we were able to present the two products, market share and target market numbers, competitors and substitutes, the pricing of our products, distribution, retail margin and slotting charges, promotion ideas, and budget and forecasting. We also were able to make our own research by sending out a survey (Survey Monkey) to mothers in our target market.
Here are examples of our promotion ideas:
Social media ads( Facebook, Twitter, Instagram)
1, Open new account
2, Put advertisements in Lush accounts
Campaign
Hashtag #LushKidsHaveFun to get samples for 5 days
The Bump APP (an app to help new mothers) for 3 months
Lush writes stories to promote their products
Giveaways
In-store campaign for 3 months
Kids corner
Pop-up shop in each store for kids to create characters using bath clay for 3 months
Charity
FunD program --- 2.5% of sales to donate
Email in 3 months
Email reminder to subscribers
An example of our Survey:
We were able to analyze our results and use them to make decisions about our distribution channels and understand that most of our target sample was likely to purchase both products for their children.
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