No Sweat Essay

1759 Words8 Pages
“No Sweat” Case Study Analysis 1. Evaluate the Concept Statement for the New Antiperspirant/Deodorant. San Francisco Package Goods, one of the largest personal hygiene goods company in the US, is planning on introducing a new product into the market, an antiperspirant/deodorant stick called ‘No Sweat’. The company is known for its new-product successes over the years and are hoping the same from their new product. The concept statement briefly explains the characteristics of this new deodorant and what separates it from the rest of the products currently in market. ‘No Sweat’ is essentially an antiperspirant /deodorant stick with combined ingredients which have been difficult to stabilize in stick form in the past. What differentiates this product from the rest is that the stick is a combination of a white antiperspirant centre surrounded by ring of green gel deodorant. The company have also tried to make the product and packaging look attractive to the customers. With this formula, SFPG aims to target customers by stating the superiority of the product due to its high degree of protection from odour and wetness. The concept statement also states that it is a unisex product with an aim to target wider customer base, not just limiting it to one sex. This way they reduce on production costs as well. The new product will be available in two sizes costing $3.50 and $2.20 per unit basis. Good to mention the pricing as it is easier to categorize it in a particular section in retail outlet. So, the concept statement eventually describes the core purpose of the new product, its uniqueness and its promise to fulfil unmet customer expectations. I felt the concept statement could have had a better headline to grab reader’s attention. They could have mentioned something like “best value in the market today” just to get ones attention. I also felt the reasons to believe
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