Sensual Souls Product Line Proposal
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Sensual Souls Product Line Proposal

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Drafted this proposal for Westridge Labs - regarding the development of a new product line.

Drafted this proposal for Westridge Labs - regarding the development of a new product line.

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  • 1. Sensual Souls Product Line Development & On-going Marketing Support February 12, 2008WESTRIDGE_LABORATORIES_-_PROPOSAL_FEB_12_2008[1] Page 1 of 1
  • 2. Project Name:Sensual Souls – Product Line Development & On-going Marketing SupportDate of Proposal Submission:February 12, 2008Proposed Start Date:Wednesday, February 13, 2008Proposal Requested By: Proposal Prepared & Submitted By:Westridge Laboratories, Inc. Independent Marketing ConsultantGregg Haskell, President Lori Vrebosch1671 E. St. Andrew Place 16761 Viewpoint Lane, Apt 204Santa Ana, CA, 92705 Huntington Beach, CA, 92647P: 714-259-9400 P: 714-222-6707F: 714-259-9401 F: 714-369-2671ghaskell@westridgelabs.com Email: lorivrebosch427@hotmail.comCompletion Date – Phase 1: Completion Date – Phase 5:TBD TBDCompletion Date – Phase 2: Completion Date – Phase 6:TBD TBDCompletion Date – Phase 3: Completion Date – Phase 7:TBD TBDCompletion Date – Phase 4:TBDConsulting Rate:$65.00 per hourPayment Terms:Weekly invoice submitted by Lori Vrebosch each Friday until completion of project.Paycheck to be prepared each Wednesday until completion of project.Work Commitment:A minimum of 20 hours per week will be committed until the project is complete.WESTRIDGE_LABORATORIES_-_PROPOSAL_FEB_12_2008[1] Page 2 of 2
  • 3. Executive Summary:Though currently only in a conceptual stage, “Sensual Souls”, manufactured by Westridge Laboratories Inc, isintended to be a modern, classy and high-end line of intimate and romantic products for lovers, and will competedirectly with the product lines of ‘Kama Sutra’ and ‘Shunga’, manufactured by The Kama Sutra Company and EauZone Oils & Fragrances Ltd, respectively.Though there are a great number of companies and manufacturers producing and marketing various types of intimateproducts which range from sensual lubricants and massage oils to novelty adult toys, it appears that in terms ofproducing a classy and high-end “line” of intimate and romantic products for lovers, The Kama Sutra Company is theleading the way in this niche market with their comprehensive line of Kama Sutra products.Kama SutraEstablished in the 1960’s, The Kama Sutra Company, based in Thousand Oaks, California, claims to have been“inspired by the 4th century Indian text on lovemaking - the Kama Sutra of Vatsyayana.” Within the “About Us” pageof the Kama Sutra website, they have referred to their own products “as entire group of complementary products”, andpromote them as items that “Makes Love Better”.The Kama Sutra Company produces a variety of scented and flavored massage oils, sensual lubricants, edible bodypaints and body powders, various balms and body soufflés, a small line of clothing, as well as a couple intensifyinggels. One of their obvious strengths is in their production of romantically styled packaging of gift sets, each whichincludes several trial sizes of various products from their line. Undoubtedly, part of the success that is enjoyed by TheKama Sutra Company would be derived from their marketing strategies, which includes contests, VIP Clubs, emailnewsletters, direct mail, tradeshow participation, and a classy and easy to navigate website, which includes a wealthof celebrity endorsements.ShungaFollowing the lead set by The Kama Sutra Company is Eau Zone Oils & Fragrances Ltd, with their line of Shungaintimate products. Based in Montreal, Quebec, this company has closely imitated The Kama Sutra Company in termsof their product story, with their product line “Shunga”, being based on ancient Japanese works of art, specificallyJapanese erotic paintings that were made from the 16th to 18th centuries. Eau Zone Oils & Fragrances Ltd has alsomirrored The Kama Sutra Company in terms of their product packaging and marketing strategies.Though the actual Shunga product line is almost the same as the line of Kama Sutra products, the Shunga family ofproducts also includes a variety of unflavored, scented massage and aphrodisiac oils, massage candles, orgasmenhancing and g-spot arousal creams, sexual energy herbal supplements, massage creams, bath salts, and showergels.SummaryWhile both The Kama Sutra Company and Eau Zone Oils & Fragrances Ltd have enjoyed success with theirrespective product lines, they share common weaknesses, which opens the door for a new, modern, classy and high-end line of intimate and romantic products for lovers to be introduced into the marketplace.Though a comprehensive SWOT analysis will be part of the proposed jobs included within this proposal, in short, theweaknesses of the two aforementioned companies include: • Product Stories – Both companies base their product line on various “ancient, ethnic arts of love-making”. In light of recent national and world events, unfortunately the ethnic basis of these products may be considered a weakness to some. • Product Packaging – Though the packaging of both lines may strike a certain romantic chord in some, much of the packaging appears somewhat “dated” and dark. • Competitiveness – As the products of Shunga have been so closely designed to look like Kama Sutra, there may be some confusion for consumers on what products belong to what company. Further to this, several other companies have adopted the look and feel of various products manufactured by The Kama Sutra Company, which has leads to an over-saturation of what was once and original “look”. • Products – Though both companies produce a variety of products, many of the products, and much of the marketing lacks substance in terms of qualifying how and what the products actually “do” for the users. It should be noted that Shunga has done a better job than Kama Sutra in naming their products with qualifying characteristics (i.e. “Orgasm Enhancing” or “G-Spot Arousal”)WESTRIDGE_LABORATORIES_-_PROPOSAL_FEB_12_2008[1] Page 3 of 3
  • 4. Sensual Souls – Opportunity for a New & Modern Product LineProduct StoryBecause Sensual Souls story is one that is based on “auras”, which have been scientifically proven to exist as“electro-magnetic fields” that all living creatures emit, there is a certain modernism about the product line. This alsocontributes to the believability that users could in fact affect their “aura” and/or could create an “aura of sensuality”through the use of two or more products that contain mood-altering and sense-stimulating ingredients. It couldtherefore, be assumed that Sensual Souls products would have a good opportunity for pairing up products and/orcreating gift sets.IngredientsAll products within the Sensual Souls line will be developed to include the most powerful sense-stimulating ingredientsthat will “activate” certain responses from users. The use of clinically proven aromas, tastes, textures (or sensationsenhancing ingredients like “tingle”) and colors will be applied to various items within the Sensual Souls product line.Unlike Kama Sutra and Shunga products, Sensual Souls products will actually “affect” users, as opposed to beingproducts that “complement” ancient lovemaking styles.MarketingIn marketing the product line, suggested combinations of specific Sensual Souls products will be encouraged in termsof helping consumers to understand how and what products will create various the “sensual auras” they desire.Potential taglines like “Create an Aura of Sensuality” – or “Awaken the Mind, Body & Spirit” could be used to generateinterest in the Sensual Souls family of products.Specific advertising, promotion and sampling programs must be developed to support, introduce and generate interestin the Sensual Souls line. Distributors will not be encouraged to only purchase selected products, but rather the wholeline, as it is imperative to the product story that consumers can select, mix and match products to create their desired“sensual aura”.WebsiteA comprehensive, classy, easy to navigate website is critical to not only the product launch of Sensual Souls, but alsothe ongoing success of the product line. It should not be associated with I-D Lubricants, nor should it be included orpromoted on the I-D website.PackagingThe packaging of all Sensual Souls products will be critical to the success of the entire line, as all products must emita modern, colorful, and interesting look and feel – and must look like they fit together. The packaging should in no wayresemble that of Kama Sutra or Shunga.Product LaunchThe product launch of Sensual Souls is also critical to the long-term success of the product line. Products can not beintroduced one at a time or it will defeat the purpose and integrity of the aura product story. The product line MUST beinclusive of a variety of products that can be mixed and matched, and it is imperative that enough types of productsare developed and introduced for it to be considered a “family”. It is also imperative that all lines of the Sensual Soulsfamily are developed and introduced, which will be represented by 7 colors – the primary colors of aura.Future Product Line DevelopmentThere are endless opportunities to add to the product family of Sensual Souls. Continued research and developmentmust be performed on an ongoing basis to ensure the latest and greatest are presented. Consulting with owners ofthe Sensual Souls product family is required to narrow the focus and scope of products intended for the introductoryinventory, as well as those to be introduced in future.Competitive ResearchIt is essential that ongoing evaluations of what competitors are doing in brought to light so that Sensual Souls canalways be competitive within the marketplace. As “vogue” aromas, flavors and colors are changed from year to year,these elements must be monitored as well.WESTRIDGE_LABORATORIES_-_PROPOSAL_FEB_12_2008[1] Page 4 of 4
  • 5. Project Overview:To ensure the maximum success of the introduction, marketing and continued development of products belonging tothe Sensual Souls family of products, the following projects are suggested for development.PHASE 1 DELIVERABLES 1. Competitive Analysis – This formatted summary will be developed to provide the management of Westridge Laboratories Inc. with a concise understanding of competitors within the marketplace, their respective products, product pricing, locations where their products are sold, and current competitor’s marketing strategies and pieces. 2. SWOT Analysis – This formatted summary of the strengths, weakness, opportunities and threats will be specific to the Sensual Souls family and will be of great assistance in the development of Sensual Souls products, both short and long term. 3. Target Market Analysis – This brief summary will be developed to provide the management of Westridge Laboratories Inc. with a concise understanding of who should and/or could be targeted as potential consumers of the new line of Sensual Souls products. This summary will include demographics that include gender, age range, and sexual orientation, potential locations of product sales, as well as a justification of the suggested target consumer. 4. CONSULTATIVE MEETING – At the end of production of Items # 1 – 3 (as noted above), a consultative meeting should take place, and should include company owner, sales managers and executive level personnel who will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation, decisions about what will be provided and introduced to those attending the consultative meeting will be determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.PHASE 2 DELIVERABLES 5. Description of “Introductory” Sensual Souls Products - This formatted summary will include suggested items that will be the “introductory product line” of Sensual Souls. Product descriptions will include suggested names, sizes, packaging, flavors, scents, colors, other imperative product development details. 6. CONSULTATIVE MEETING – At the end of production of Items # 5 (as noted above), a consultative meeting should take place, and should include company owner, sales managers and executive level personnel who will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation, decisions about what will be provided and introduced to those attending the consultative meeting will be determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.PHASE THREE DELIVERABLES 7. Packaging Options – A formatted summary of various product packaging options will be prepared and presented. This will include visuals of bottles, jars or other containers that will be potential suggestions for Sensual Souls products. This may also include the demonstration and inclusion of existing products and/or product lines. 8. CONSULTATIVE MEETING – At the end of production of Items # 7 (as noted above), a consultative meeting should take place, and should include company owner, sales managers and executive level personnel who will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation, decisions about what will be provided and introduced to those attending the consultative meeting will be determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.WESTRIDGE_LABORATORIES_-_PROPOSAL_FEB_12_2008[1] Page 5 of 5
  • 6. PHASE FOUR DELIVERABLES 9. Labeling Options – A formatted summary of various product packaging options will be prepared and presented. This document will include visuals of bottles, jars or other containers, as well as a variety of appropriate sample labels per container that will be potential suggestions for Sensual Souls products. This may also include the demonstration and inclusion of existing products and/or product lines. 10. CONSULTATIVE MEETING – At the end of production of Items # 9 (as noted above), a consultative meeting should take place, and should include company owner, sales managers and executive level personnel who will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation, decisions about what will be provided and introduced to those attending the consultative meeting will be determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting. 11. *Summary of Achievements Document & Meeting – A summary of the achievements, findings, agreements and developments reached by this stage will be prepared for the purpose of reinstating the foundation, findings and current stage of the Sensual Souls product line. This document is necessary to ensure coming projects, which will include Items #12 - 19. This document will be presented to Gregg Haskell with hopes of confirming all items included within, as well as to ensure the accuracy of those projects to follow.PHASE FIVE DELIVERABLES 12. Introductory Execution/Rollout Plan – This plan will summarize how, when and which Sensual Souls products will be developed as the introductory inventory offering. This plan will be inclusive of staff required, schedules, consultative meeting dates, product line development deadlines, estimated costs, marketing and promotional piece requirements, graphic deadlines and tradeshow promotional deadlines. 13. Introductory Marketing and Promotional Piece Development & Plan – Various marketing and promotional pieces will be first suggested and negotiated with Gregg Haskell, then will later be developed for the introductory line of Sensual Souls products. This may be inclusive of ads, selling sheets, merchandising promotions and other items, as directed by management. Upon piece completion, they will be presented via a development of various marketing and promotional projects will be prepared, as well as respective schedules and deadlines. 14. CONSULTATIVE MEETING – At the end of production of Items # 9 (as noted above), a consultative meeting should take place, and should include company owner, sales managers and executive level personnel who will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation, decisions about what will be provided and introduced to those attending the consultative meeting will be determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.PHASE SIX DELIVERABLES 15. Website Development Plan – This piece will be developed with images and content, as well as suggested vendors, timelines and estimated costs for the development and initiation of a unique, new website that will be exclusively dedicated to the Sensual Souls product line. 16. CONSULTATIVE MEETING – At the end of production of Items # 9 (as noted above), a consultative meeting should take place, and should include company owner, sales managers and executive level personnel who will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation, decisions about what will be provided and introduced to those attending the consultative meeting will be determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.WESTRIDGE_LABORATORIES_-_PROPOSAL_FEB_12_2008[1] Page 6 of 6
  • 7. PHASE SEVEN DELIVERABLES 17. Description of “Future” Sensual Souls Products - This formatted summary will include suggested products that could be added and/or developed for the Sensual Souls family, as well as a justification for their addition to the Sensual Souls line. Product descriptions will include suggested names, sizes, packaging, flavors, scents, colors, labeling, potential vendors, and other imperative product details. *Deliverable will be a formatted multi-page summary, which presents the aforementioned information. 18. Comprehensive Marketing Plan (to date) – This plan will be inclusive of suggested marketing pieces that will support the product launch of Sensual Souls, as well as continued marketing of the current and future product line. Marketing Plan will include suggested dates, promotional piece descriptions, website ideas, tradeshow ideas, sampling, contests and merchandising promotional pieces. *Deliverable will be prepared as a multi-page summary of suggested marketing ideas and pieces, though actual promotional pieces will not be developed until approved. 19. CONSULTATIVE MEETING – At the end of production of Items # 9 (as noted above), a consultative meeting should take place, and should include company owner, sales managers and executive level personnel who will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation, decisions about what will be provided and introduced to those attending the consultative meeting will be determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.ADDITIONAL PROJECTS, DUTIES & REQUIREMENTSThe aforementioned items # 1 – 19 are foreseeable “projects” that are proposed for the development, introduction,marketing, on-going growth, development and support of Sensual Souls. It is left for negotiation between themanagement of Westridge Laboratories Inc. and Lori Vrebosch to determine the priorities of projects, as the above ismerely the suggested plan for the development of this product line and is subject to change.Items that will likely also be a part of the duties and tasks for this project that are somewhat hard to determine at thistime include, but are not necessarily limited to: • Revisions to Plan – Upon direction and decisions reached from consultative meetings, the overall plan for the development and marketing of the Sensual Souls product line will be adjusted accordingly. This will include formatted revisions of the plan, which will be prepared and provided to managing staff as required and/or directed. • Vendor Consultation – This may be necessary for website development and packaging. • Product Purchases – Various products may be required for purchase for demonstration or sampling purposes. Approval of such purchases will be sought in advance, and will be kept to a minimum. • Additional Consultative Meetings – This plan includes major consultative meetings to discuss completion of milestone projects. Additional meetings may be required at the request of the staff of Westridge and/or Lori Vrebosch. • Additional Duties as Assigned – Management of Westridge Laboratories may wish to assign other projects at other times with notice.WESTRIDGE_LABORATORIES_-_PROPOSAL_FEB_12_2008[1] Page 7 of 7
  • 8. ACCEPTANCE OF PROPOSAL:With acceptance of this Proposal, Lori Vrebosch is authorized to proceed with services for this Project, as described inthis Proposal (Project-Services-Compensation Detail Form). ______Owner’s Representative Signature and Printed Name Date of Acceptance ______Authorized Contract Representative Signature and Printed Name Date of AcceptanceWESTRIDGE_LABORATORIES_-_PROPOSAL_FEB_12_2008[1] Page 8 of 8