In this assignment, we analyze the selection and launch a new product. The product that I have to launch is a new deodorant, produced especially for women who have a sensitive skin and after a depilation. This product is sold in some specific shops only. Few brands are producing this product, because of the differing costs that it has. It is named A'Tane, in reference of the God of the beauty and the Sky in Tahitian language. In this case, we have a huge target, as 70% of the women consider having a sensitive skin. The product is ecological, and is presented in the form of wipes (which is a convenient option for travelers), uses natural products, and retains the same principal characteristics that a classical deodorant has. In this assignment, we will see the different media of communications that we will use, in order to promote the brand.
[...] What is its function? The deodorant that I have decided to launch is a new kind of product. In fact, it does not exist in a large scale, but in some distribution network, very specialized. The product is a special deodorant for sensitive skin and depilated skin. We know (when we are a woman), that after a depilation, the skin is very sensitive and there is a bad sensation when we use a “classical” deodorant. They have components very aggressive and moreover, which are dangerous for the skin according some studies (some products which give cancers after many years). [...]
[...] The organization is named REACH. It is a new European regulation which comes into effect on June 1st The main objective to this European organism is to force all the companies to prove that they do not sell products including some dangerous chemical substances for the health of the consumers and the environment. REACH is the English acronym for “Registration, Evaluation and Authorization off French Chemicals” system of recording, evaluation and authorization of chemical substances). The objective of the European Union is to improve knowledge of chemical substances used by the industry, to isolate toxic substances for health and the environment and to support their substitution by inoffensive products. [...]
[...] What integrated Marketing communications mix will we select? 2. What specific media will we use? 4. Regulatory issues 1. What regulatory or trade association issues or restrictions do we operate under? 5. Final campaign Presentation of the final campaign Conclusion Bibliography Introduction For this assignment, we have to choose and launch a new product. The product that I have to launch is a new deodorant, produced especially for women which have a sensitive skin and after a depilation. This product is sold in some specific shops. [...]
[...] I have decided to realize an ad campaign for a deodorant with a “specific” packaging. We can not found easily deodorant in form of wipes. There are many advantages to have a product in this firm. The first one is that wipes are biodegradable. There is any component of the product which is dangerous for the environment. The second main advantage concerns transportation. In fact, as we know since the 9/11, security has been reinforced in all the airports in the world. It is forbidden to have liquids which are superior to 100 mL. [...]
[...] We have seen that many products are used in “classical” deodorant, and for some of them, they are dangerous. I have some example: - Aluminum, hydro chlorate of aluminum, aluminum zirconium, or all other composing containing this toxic metal for the body. Our body is unable to get rid some and this metal accumulates in our organs. Aluminum is one of the responsible for the disease of Alzheimer. - Triclosan. It is a molecule causing irritations of the skin, and being able to cause dermatitis skin disease which can degenerate into tumors and cancers). [...]
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