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A Niche Perspective on The Personal Care Market
 

A Niche Perspective on The Personal Care Market

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A presentation for the HBA show exploring how a niche brand can compete in the personal care market through design and branding.

A presentation for the HBA show exploring how a niche brand can compete in the personal care market through design and branding.

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    A Niche Perspective on The Personal Care Market A Niche Perspective on The Personal Care Market Presentation Transcript

    • Competing as aNiche Brand in PERSONALtheCARE MARKET
    • What We doBRANd PROduCT SPACE HE SAID… BODy ZIRH 950 Third Ave, 3rd Fl SHE SAID… DOUBLEOur Top 10 straight from their mouths. Guys will be guys, especially when sudsing up. ZIRH 2 x 4 Body Bars come CLEAN man-sized with dual action to ensure more than a clean slate. New York, NY 10022 Ian – Arizona, USA: Fantastic products with remarkable results! What more could you ask for? CLEAN is the most amazing product available of all skin cleansers. The results I’ve achieved using CLEAN are remarkable. It clears up BODy BAR (blue) my complexion spotless. I’ve recommended it to my friends and my dermatologist! troubled skin and has made Not only 8.4 fl oz/250ml -lifter, this exfoliating bar combats body acne with a trio of natural acids. a dirt and oil $17 5.3 oz/150g - $15 SCRUB Greg – Texas, USA: The scent of the Scrub is absolutely incredible. I can feel it working in the pores. I usually use that vITAMIN along with CLEAN. I have a cleaner face, a cleaner neck and have noticed that the tiny little bumps on in the shower BODyface have gone away. my BAR (yellow) 3.4 fl oz/100ml - $17 Glycerin-based and vitamin rich with Oat Protein, Orange and Cucumber Extract. Leaves skin SHAvE GEL moisturized without the itch of harsh soap. Barbara – Arizona, USA: My husband has a very heavy, tough beard. He has for all his life and because of that, he 5.3 oz/150g - $15the close shave he wanted. It was my son who had the same problem that turned him onto the SHAVE GEL. couldn’t get Now he won’t even consider shaving unless he has SHAVE GEL with him! It has been a life saver to my family. 8.4 fl oz/250ml - $20 CORRECT TO: Brett – California, USA: ZIRH is, without a doubt, the best line of skin products I have ever used, and I’ve used them all. My skin has never looked or felt better and I have never used a line of products that I could use everyday without some kind of clogging of my pores. ZIRH is the first moisturizer I can use daily and not get any clogging. I’m 36 and get a great deal of sun and constantly get told I look 26, because my skin looks so amazing. I use CLEAN, CORRECT, RESTORE, PROTECT, SCRUB AND SOOTHE. I love your products! Keep up the revolutionary work! 1.7 fl oz/50ml - $28 19 www.zirh.com 800 295 8877 8877 13 7 www.zirh.com 800 295 COMPLIMENTS OF ZIRH Get a free IKON COMPUTER BAG or CORDUROY WEEKENDER BAG with all CORDUROy BLOCK PARTy Not your average bar crawl. If you’re on a bender of top shelf mixers, our Cocktail Bar purchases and web orders. Enter coupon code CATIKC for IKON or CATCDW EDT Collection will keep you satisfied in and out of the shower. Each bar is blended with healthy botanicals towoody moisture and soothe skin after sudsing all over. A fresh and restore Eau de Toilette Spray with bright top notes of bitter for CORDUROY with our customer service agent at (800) 295-8877 or online at grapefruit and aqua accord, combined with rich spices and brushed suede, wrapped in long-lasting warm woods. A timeless choice that embodies quiet www.zirh.com upon checkout. confidence, strength and simplicity. 4.2 fl oz/125ml - $58 HURRICANE- $45 2.5 fl oz/075ml A tropical scented blend with soothing Passion Offer expires December 31, 2008. Fruit, Vitamin C and a splash of Lime to cool you off. 5.3 oz/150g - $15 MORE OFFERS AT ZIRH Free shipping with all $100+ SCREW DRIvER orders (US only) Free skincare and An invigorating citrus triple threat with Blood fragrance samples with all orders MEN’S PERSONAL CARE HOLIDAY 2008 Orange Extract, Vitamin C and a garnish of exfoliating Orange Peel Powder to smooth out Included a year of Details magazine the rough stuff. 5.3 oz/150g - $15 with all $60+ orders CUCUMBER MARTINI A mouthwatering twist on the classic. Nobody is going to question your manhood with this Cucumber and Lime icebreaker. 5.3 oz/150g - $15 SAKE BOMB An energizing explosion of Rice Bran and Hops. But no need to slam your fists on the shower door. This one comes mixed. When I say SAKE, you say BOMB! 5.3 oz/150g - $15 LONG ISLAND ICE TEA A refreshing citrus-cola scented cocktail loaded with just about everything you can think of without the 48-hour hangover. Contains Lemon, Orange and Caffeine to name a few. 5.3 oz/150g - $15 www.zirh.com 800 295 8877 9 17 www.zirh.com 800 295 8877 8877 www.zirh.com 800 295 CLIENT ZIRH . CATALOG 2008 ROLE STRATEGY . CREATIVE DIRECTION . DESIGN . COPYWRITING . PROJECT MANAGEM
    • CapturingConsumer Mindshare“ “How does a brand get theconsumer’s attention longenough to linger, engage,discover and buy?
    • Things We KnowNo eNd iN sight to product proliferatioN aNd retail outlets distribution channels are no longer defined Category driven by fashion and trends requires speed to market and constant innovation Consumer has never had more choices or power to define brandscoNsumer behavior shifts faster today thaN ever before In-store the average consumer scans 12ft of shelf space per second Online the consumer has approximately a 3-9 second attention span 78% of consumers trust peer recommendations and only 14% trust advertisementstechNology has become a key iNflueNcer iN coNsumer decisioN makiNg It took two years for Apple to sell two million iPhones It took two months for them to sell two million iPads It took one month to sell one million iPhone 4’s
    • ?How does aNiche BrandCOMPETE
    • “For all you harried entrepreneursout there, Bo Burlingham has areassuring message: relaX.bigger isN’t Necessarilybetter. “- Rosabeth Moss Kanter, Harvard Business School
    • The Strategydetermining Your Place In The Market Create an uncontested market space or Compete in existing market space Make the competition irrelevant or Beat the competition Create and capture new demand or Exploit existing demand
    • Establish Your differentiatorsA MOVEMENT INNOVATION PERSONALITYTRENd LANGuAGE INGREdIENTdISTRuPTIVE PACKAGING TECHNOLOGY
    • !Know that beingEVERYTHINGto everyone isNOT AN OPTION
    • The BrandBuild A Solid Foundation A logo is not a brand - dig deeper Establish core values develop unique dNA understand the consumer connection Be able to articulate intangible assets
    • Brand KeyCOMPETITIVE ENVIRONMENT VALuES & PERSONALITYTARGET REASONS TO BELIEVEINSIGHT dESCRIPTORBENEFITS ESSENCE
    • Q:How do great brands win theMOMENT OF TRuTHand cut through the noise?A:VISuAL LANGuAGE &INFORMATION HIERARCHY
    • The Visual Language: Color BRANd EQuITY VERSIONING OR SEGMENTATION FLAVOR/FRAGRANCE IdENTIFICATION
    • The Visual Language: Shape ICONOGRAPHY VISuAL ARCHITECTuRE PACKAGING STRuCTuRE
    • The Visual Language: Numbers PROduCT dIFFERENTIATION STEP-PROGRAM
    • The Visual Language: Words
    • BEFORE AFTER Packaging Hierarchy TAG LINE LOGO PROduCT NAME INGREdIENTS CuSTOM YELLOW SECONdARY TAG LINE
    • Get your storySTRAIGHT &STICK WITH ITOwn your decisions.Execute against them.Stay focused.
    • Contactpurpose-built242 West 30th Street Suite 305New York, NY 10001tel 212.465.8800fax 212.465.8804www.purpose-builtnyc.comkelly kovackkelly@purpose-builtnyc.comfollow purpose-built oN Facebook Twitter Linkedin