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Dt folder

  1. 1. George Nicholas AS DT
  2. 2. Point Of Sale This is good because is in its own section so This is good because it is clear what their you notice it when you walk by. This is good selling but it is all one colour so its boring. This advertisement because it displaying a set is good because it instantly tells you who the which makes you believe if you buy one you product is from. The black background with have to but the rest to get the full affect of that classic bottle shape instantly makes you the product that are being shown. think of Chanel. That makes you think of all their other products. This is good because it makes the customer feel they could look like the woman in the photo if they use their products. This is good This is good because it displays a variety of the because it uses the classic Chanel styling, companies products. This is good black background with white writing making advertisement because it displaying a set you instantly know who its from. It also which makes you believe if you buy one you shows a lot of their products making you have to buy the rest to get the full affect of the want to buy them all so you can have the product that are being shown. set. This is good because it clearly shows the This is good because it is clear what the company name but is only uses dark colours product is and it has some information about it which makes it hard to see. This is good about the product but its bad because the because it shows you two slightly different colours are dull. This is good advertisement fragrances from the same range. It also because it displaying a set which makes you allows you to try them out before buying believe if you buy one you have to buy the rest them, that allows you to choose your to get the full affect of the product that are favourite or even buy both. being advertised making you look as best as you possibly can. This is good because it is very obvious what This is good because it uses bright colours it is displaying nut it is bad because it is a bit which makes it easy to see. This is good plain. the way that this product is displayed because it makes you believe you could look makes you believe that it is a exclusive like the girl in the picture making you feel you product and this is worth a lot of money have more reason to buy it rather than any because it is very minimalistic although this other product. is only an average quality product.
  3. 3. Point Of Sale This is good because it uses light colours which are aesthetically pleasing. This is good This is good because it is large making it advertisement because it is very interactive easy to see. It also has the TV above it which enables you to use the product before displaying their products. This is also good you decide weather to buy it or not. It also advertisement because it has the TV above shows you the two different colours that they the product telling you about it, that draws sell which lets you get a visual reference of the customer in because people are always which one you prefer. attracted towards TV’s and things that are visual. This is good because it was large making it noticeable. It I also quite dull which makes it uninteresting. This is good advertisement because it displaying a set which makes you This is good because its in the front believe if you buy one you have to buy the window so a lot of people see it on the way rest to get the full affect of the product that past. Its bad because their isnt much are being shown. advertisement. This is good because it is very simple and lets you see the whole range of products that are in that set. It lets you see all the colour combinations This is good because it has an interesting that are for sale so you can compare the design behind the product. Its bad because it ones you like best. only uses two colours. This is good because it instantly tells you who the product is from. The black background with the white writing instantly makes you think of Chanel. That makes you think of all their other products. This is good because it clearly shows the company logo but its bad because their isnt much advertisement. This is good because it shows a range of watches from This is good because it is light up which makes that set of products. It also makes it feel it bright and easy to see. This is very good exclusive because you have to ask to try advertisement because it is displaying a set them on before you buy it. That makes you which makes you believe if you buy one of want to buy it even more but it could also the products that you have to buy the rest so have the opposite affect making you not you match. want to bother asking about it because you don’t want to waste time.
  4. 4. Brand History Brand History Lynx is a male grooming company who have Axe was launched in France in 1983 by recently also brought out a female grooming Unilever. It was inspired by another of section. They mainly aim their products at Unilevers brands, Impulse. customers within the age group of late teens Unilever were keen to capitalize on Axes to early to mid twenties. They do this French success and the rest of Europe frombecause it is the kind of product that states if 1985 onwards, later introducing the other you use it, it will attract the opposite sex. A products in the range. Unilever were unable prime example of this is from the adverts to use the name Axe in the United Kingdomwhere they use glam models to advertise the and Ireland due to trademark problems so it products. This suggests that is you use this was launched as Lynx. product that you will get girls that look likethat. Even one of their slogans is “get the look that gets the girls”. It is also a product that is Products advertised to make you look slightly older. Another reason why this product is used by The product that Lynx sell are mainly hair that age group is because it is inexpensive styling products, shower gels and deodorants. and deemed to be cool to use that when you This is because of the age group their products are younger. are aimed at. This is clear because they don’t sell any aftershaves or skin care products.
  5. 5. Advertisement ProductsThe way that Lynx The products Lynx sell areadvertise their products mainly for the smell andis to use attractive effect of wearing it, notpeople. During their the job it actually does.adverts the actors put on The main products arethe product and the deodorants and showerthis attracts the opposite gels. These products aresex. This suggests to the mainly used because theycustomer that if they use make you smell nice andtheir products you can the adverts suggest thatattract the types of those smells will attractpeople you see in the the opposite sex.advert.
  6. 6. This product is aimed at middle aged men who like ton keep their hair and facial This product is aimed at upper class young men who want to look stylish andhair well groomed. well off.
  7. 7. This product is aimed at 18-25 year old customers. It is also aimed at fashion This product is aimed at 20-35 year old black males.conscious people.
  8. 8. Task AnalysisBrief SituationDesign a new point of sale display unit for a male Lynx has a problem with the age group they targetgrooming company. The unit must display at least 1 their products towards. They seem to aim theirproduct from their range and must clearly identify products at younger men aspiring to look older.the brand. The possible brands are Old Spice, Fish, This could cause a lack of sales to the slightly olderL’Oreal Men Expert, Mr Natty, Lynx and Hackett. generation reducing the amount of sales and theirThe brand I have chosen is Lynx total income.Aesthetics Safety CostModern, sleek, simplistic, light, No sharp edges, screws Cheep to build, replacementhidden, folding, colourful, vintage, covered, nails covered, stable, parts cheep, interactive partsretro, minimalistic, octagons, smooth, no small parts, well cheep.pentagons, triangles, structure, built all wiring covered, wiringsharp. insulated.Materials Function FutureAluminium, steel, stainless steel, Simple, advertises well, clear, Recyclable, reusable,iron, pine, oak, MDF, beach, uncomplicated, light up, bright, changeable, sustainable.plywood, mahogany, carbon fibre, spray fragrance, interactive.cardboard, acrylic, plastics,titanium, glass, copper. Ergonomic Social media Interactive parts fit the user, Advertise Facebook pages,Environment product easily accessed, twitter pages, QR codes.Shop, shopping centre, cinema, information easily accessed.marketing events.
  9. 9. Links FXLogical Illogical X Factor• Have brand clearly displayed on the point of sale • Don’t give out too many free samples. • Some of the things I would like so we know who makes the product. • Don’t make it too interactive that the customer feel my point of sale to do• The product is clearly displayed. they have seen to much of the product they don’t differently would be,• Display the product in the correct type of shop or want to buy it any more. • Have cardboard strips to spray environment so it doesn’t look out of place. But • Don’t make it too big. the fragrance on you could put the point of sale in the companys • Don’t make it too small. • Have motion sensors that cloths shop to make it stand out. • Don’t put the point of sale in the wrong detect when a person walks• Make it clear to the customers what the product environment. past and it sprays the is. • Don’t hide the point of sale out of site. fragrance.• Put the point of sale in eye line (foot fall). • Don’t put the point of sale too close to the tills • It could have light that light up• Put the point of sale on the way to popular because it makes people think its reduced and seem the product. products so a lot of people walk past it. unwanted. • I could make it rotate so people• The branding and colours match the product. • Don’t make the design and the product not match so can see it from all angles.• A bigger and single point of sale could make the its confusing to the customer. product look mare exclusive. • Don’t make the point of sale boring and• Put the brand name on the cardboard tester strips uninteresting. Scrap (discrete advertising). The things I would scrap from my• Make the customer able to try out the product on Keep point of sale would be the type of the point of sale.• Make it interactive. • The things I would keep on my point of sale would poor packaging that cheaper be, companys use, I would like to • Eye catching so the customer can see it clearly. remove this because it makes theNeed • Advertises the brand well so the customer knows product look cheep and if you use who its from. more sophisticated packaging it• Has to display brand. • Display the product well. makes the product look exclusive. I• Has to catch the attention of the customer, • Make it interactive so the customer can enjoy the would also like to scrap the through colours, design or how interactive it is. product before they buy it. material cardboard because it• Has to be user friendly so it is simple for the • Keep It in eye line and foot fall so the customer can doesn’t make the product look customer to understand because they don’t want see and find it easily. exclusive and it also makes the to spend ages trying to work out what the product point of sale look like it wasn’t well is. thought of and it was only a half• It has to be safe so you don’t harm the customer. Form VS function hearted job.• It has to be stale so it doesn’t fall over. I would like to make my point of sale to look really good• It has to be able to cope with the general wear but also have good functions as well. So I would like to and tear that it would go through from customers compromise them both a but to have a point of sale that looking and toughing it. has the best of both. I don’t want my point of sale to• It cant be too heavy so it can be transported look really good but have no interesting function or I around. wouldn’t want my point of sale to have really good functions and look rubbish.
  10. 10. Initial Specification Aesthetics Customer Safety • The aesthetics have to advertise the brand. • The aesthetics have to advertise the • The point of sale has to suit the design • The point of sale has to be safe for the product. features that the customer likes and is customer to use. So they don’t get hurt • The point of sale has to have a modern interested in. when looking at the product. • The customer would like to interact with the styling to it. • The point of sale has to be safe to the point of sale. • It has to have a interesting and modern builder so they don’t get hurt during • The point of sale must be good enough to be shape to it. able to sell it to the customer. the process of assembly. • The colours have to match the brand and • The customer must be able to see what the • The product has to be the correct the products styling. product does with ease, they don’t want to height and width so it is stable and spend time trying to figure out what the doesn’t fall over in its environment. product is. • The point of sale has to be the correct Cost • The point of sale must be able to stay in the size for its environment. customers mind so they remember it. • The point of sale has to be safe from • The cost of the point of sail would have to the threat of theft so either the be cheep because their products are cheep. product or point of sale doesn’t get • There would have to be a lot of the point of Environment stolen. sale units. • The point of sale would have to be in an • The materials would have to be cheep environment where the product fits in, it couldn’t because the would have to be a lot of point be in a food shop. But it could be in an unusual Function of sale units. place but still fit into the environment to make it • The customers don’t want to spend too stand out. • The product should promote the brand much money on the product. • The point of sale could be alone so people can well so the customer remembers the • The assembly cost would have to be low. It see it easily. brand. • It could be in a rack so people see it when looking • The point of sale should represent how could also be assembled on site. at other things. • You could reuse the product. • Make it accessible to the customer. good the product is, you cant have a • It could be in foot fall making people see it. scrappy point of sale for an expensive Size • It could be near a till but this suggests that the product. product is budget and reduced. • The point of sale should contain testers • The point of sale has to be the correct size • It could have a 360 degrees perspective so it can so the customer can try the product so its noticeable to the customer so they be seen at all angles. before buying it. want to buy it. • The point of sale should have some sort • The point of sale could be in your face so its Materials of interactive feature such as spraying noticeable or it could be discrete but still be the fragrance to make it easy to remembered easily. • The point of sale should have modern and remember. • The point of sale could be in your eye line so interesting materials. you see it easily. • The point of sale could have materials that smell • The point of sale should take into account of like the product its advertising. the use of anthropometrics so it fits the • The materials should be user friendly and easy to build on site. customer with ease.
  11. 11. Research And Time Plan Brand profilingQuestionnaire I am going to go find out as much as possible about the Lynx and other brands so I can create the best possible point of sale for aIm am going to create a questionnaire to Lynx product. I would like to learn a lot of information on the Lynxask the customers about what people and other brands about how the typically advertise their productswant or like about point of sale. I want tolearn what people think about point of Market research so I can create a point of sale that’s in theme of all their other products. I will get I contact with some of the designers at Lynx sosales and how they interact with them. I I can get a good picture of how they like to advertise and promotewill speak to the general public and a I am going to research 5 other competitors in that same field of sale to find their brand. I will contact them via email or give them a phonepoint of sale design specialist so I get a out how they design their own point of sales. I want to learn about the other call. I need to know the basic way that Lynx advertise theirvariety of views. I will conduct the products that are on sale and how they design their point of sales. I will speak products so that I can relate to what the designers are saying.research on the streets and at a design to people that work in shops such as Boots and Superdrug to find out whatcompany. I need to know how to create a other products are on the market. I will conduct my research in shops such assimple and easy to follow questionnaire. Boots and Superdrug. I don’t need to know that much before hand whileI will document the evidence on a pie conducting the market research, apart from where the shops I will conduct Ten minute observationcharts. the research in are. I am going to select some points of sale in a shop and wait for about ten minutes and see how people interact with the point of sale and the product it displays. I want to learn how people interact with points of sale and the product it displays. I will notMood board speak to anyone when conducting this research. No, I don’t need to know anything before hand apart from where the point ofI am going to collect many different sales I am watching are. I will document the evidence in a table orpictures. I want to learn what other graph because it’s a visual way of displaying data.products in the same range are like andwhat the target audience like aboutproducts and what they like themselves. I Customer profilingwill speak to men in the target audienceand ask what they like about the I will talk to a few of the customers who perches the Lynxproducts. I will conduct the research on products and ask them about what other products they like andthe internet and ask men what they think. how they like their point of sales to look. I would want to leanI need to know what men like about point about the kind of customer that buys Lynx products. I will speakof sale and their favourite products to the customers that buy the Lynx products. I will conduct mybefore hand. I will document my evidence research in shops like Boots and Superdrug. I will need to knowin a variety of pictures on a PowerPoint some customer of Lynx products so I can speak to them beforepage. hand. I will document my evidence in paragraphs and pullet points because it’s a good way of showing lots of data.Competitive products First hand existing design analysisI am going to look at all the products that Lynx are competing with and research their I am going to take 10 pictures of male grooming products points of sale and analysebrands and products. I would like to lean about all the brands and products that Lynx them and do Access FM on each one of them. I would like to learn about the typicalare competing with and find ways that I can better their point of sales to make a better point of sale that male grooming products use so I can design my point of sale toselling product. I will speak to people that work in shops such as Boots and Superdrug match them but also to be different. I will speak to people that work in shops suchand ask them about the competitive products of Lynx. I will conduct the research in as Boots and Superdrug to find out what the normal point of sale is like. I willshops such as Boots and Superdrug. I will need to have basic level of knowledge of conduct the research in shops such as Boots and Superdrug. I don’t need to knowLynx’s competitive products before hand. I will document the evidence in bullet points that much from before hand apart from where the points of sale are. I willand paragraphs because its good for displaying data. document the evidence on a PowerPoint slide that will consist of pictures and text.
  12. 12. Brand ProfilingAxe (or Lynx in Ireland, the United Kingdom and Australasia) is a brand of male grooming products, owned by the British–Dutch company Unilever andmarketed towards the young males demographicAxe was launched in France in 1983 by Unilever. It was inspired by another of Unilevers brands, Impulse.Unilever were keen to capitalize on Axes French success and the rest of Europe from 1985 onwards, later introducing the other products in the range.Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, thebrand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating otheroverlapping male deodorants into the Lynx brand such as South Africas Ego brand.Unilever has now launched its first Lynx product for women in the United Kingdom as part of a global expansion of the previously men’s-only brand.ProductsAlthough Axes lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following areavailable: deodorant aerosol body spray, deodorant stick, deodorant roll-on, antiperspirant aerosol spray (called Lynx Dry), and antiperspirant stick (alsocalled Lynx Dry).From its launch, the annual fragrance variant has played a key part in the success of the brand by offering something new each year. The type offragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice,Amber, Marine, and Oriental.From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Lynx tookinspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents tolaunch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.In 2009, the brand launched an 8-centimeter container called the Axe Bullet. The brand has also extended into other areas such as shower gels,aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Underwear, Barbershop and razors.Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick.The 2009 frame has a mint scent.The Lynx Shampoos come in three different sizes, the regular and most seen 12 FL oz. size and the travel or sample size of 1.7 FL oz., 22oz bottles wereintroduced recently.Lynx also ships a shower scrub tool called the Lynx Detailer.MarketingFrom 2003, Lynx advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising for the Pulsefragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited, Clix, and in 2007,Vice was marketed on a theme of making "nice" women become "naughty". Dating coach Josh Pellicer (The Tao Of Badass) served as a consultant for theadvertisements.
  13. 13. Mood Board Mood board Materials Shapes Inspiration This mood board consists of materials and shapes that I would like to design my point of sale around. I chose these shapes because I like the modern styling and I thing it will fit Lynx very well. Another reason why I chose these shapes is because Lynx also use this type of movement to advertise their brand.
  14. 14. Questionnaire Questionnaire General public Point of sale designer 1. What do you think makes the best point of 1. What point of sale have the best effect? The point of sales that have the best effect are the ones that stay in the sales? customers mind or ones that the customers keep a piece of because if Interesting Shape Colour Good materials the can remember the point of sale they will remember the product, so gaining you more sales. 2. Would you like to see Lynx points of sales? If not 2. Where is the best place to put a point of sale? do not continue the questionnaire. The best place to put a point of sale is in foot fall or in a place where a Yes No lot of people will see it. This will make sure that your product is not overlooked. Although you could put the point of sale in a discrete place 3. Would you prefer a point of sale to be and in its own way it will stand out. interactive? 3. Are interactive point of sales better points of sales? Yes No Most of the time interactive point of sales are better point of sale because it makes the customer remember the point of sale which will get you more sales. But you could also have a point of sale that stays in 4. What age range do you think Lynx aim their the customers mind for another reason e.g. Its comical or has a TV products at? screen on it. 10-15 16-20 21-25 26-30 Older 4. Is it good to have a target range for points of sales? Yes it is very important to have a target range for your point of sale 5. Where is the most likely place you would find a because you need it to attract the correct customer or nobody will Lynx point of sale? notice or buy your product. House of Fraser supermarkets Boots Harrods 5. What is the best size for a point of sale? The best size for a point of sae is one that is noticeable but not too 6. What size would you like the point of sale to be? dominant. You don’t want the point of sale to be too small though or it Small Medium Large Extra large could get overlooked. It all depends on the product, if you have a simple product you want the point of sale to display it well so the customer get the best feel for what the product is and what it does. 7. Where would you like to see the point of sale? Front of shop Middle of shop Back of shop
  15. 15. Questionnaire Results General public What do you think makes the best point of What size would you like the point of sale to sales? be? Interesting Small Shape Medium Colour large Good materials Extra large Where is the most likely place you would find a Where would you like to see the point of sale? Lynx point of sale? House of Frasser Front of shop Supermarkets Middle of shop Boots Back of shop Harrods Would you prefer a point of sale to be The information that I have received from the questionnaire tells me interactive? that I should make my point of sale interesting so it makes the customer want to buy the product. I should place my point of sale in a supermarket or a shop like house of Fraser to maximise the sales Yes of my product. I should make my product interactive so it keeps the No customer interested and make them want to buy the product. Keep my point of sale at a medium size so its easy for the user. Finally I should place my point of sale in the middle of the shop to get the maximum views and sales.
  16. 16. Customer ProfilingThe Lynx brand is all about aspiring to be a successful personwho has a good job with good pay and a good lookinggirlfriend. In this customer profiling on the left I have put thetypical Lynx user, then on the right I have put what they aspireto look like and the products they want. This is clear by theway in which Lynx advertise their products. Lynx is almostseen to be a stepping stone to a better products, in your youthit is seen to be cool to use Lynx but as you get older it isexpected you progress onto better products.
  17. 17. Brand ResearchGlobal Mens Grooming Products Market to Exceed $33.2 Billion by 2015, According to New Report by Global IndustryAnalysts, Inc.GIA announces the release of a comprehensive global report on Mens Grooming Products markets. The world market for mensgrooming products is projected to exceed $33.2 billion by the year 2015. This is primarily driven by a rapid rise of metrosexualmale, innovative appealing products, growing middle class population, increased Internet connectivity, and universality ofprestige across the world.Men are increasingly becoming beauty conscious across the world. Male consumers are paying more attention on their looks and the trend is being driven by the male rolemodels, including sportsmen and film personalities. As the gender boundaries are blurring, global firms are increasingly focusing on finding new ways of making profits from theemerging characteristics of men consumer segment. The trend has resulted in entry of a large number of personal care products manufacturers into the mens grooming marketwith cosmetics and beauty products designed exclusively for men. Niche brands helped generate interest among men for grooming products. The rise in popularity for suchproducts led to a shift from niche to mainstream markets. The market for mens grooming products is constantly expanding with skin care and bath and shower segmentsleading from the front.Mens grooming market expanded significantly from the traditional shaving products and deodorants to other categories such as skin care, hair care and bath products. Men areincreasingly demanding products, which are specifically targeted at them and are selecting their own body washes and shower gels instead of borrowing from their spouse.Today, mens grooming market is significantly contributing to the growth of global cosmetics market.Europe and the United States dominate the mens grooming products market worldwide, as stated by the new market research report on mens grooming products. ShavingProducts, comprising of pre-shave products, post-shave products, and razors/blades represents the largest group within the mens grooming products market.Toiletries, consisting of bath and shower products, hair care products, skin care products, and deodorants, represent the fastest growing product category.Asia-Pacific represents the fastest growing market for mens grooming products. Growing acceptance for mens grooming and prevailing life style trends in the Western worldare fuelling the demand for grooming products from male consumers in Asia-Pacific as well as other developing countries.Market for mens grooming products is highly competitive. Competition is particularly high in shaving products segment. Several companies are shifting focus from womensgrooming products to mens grooming sector. Key players profiled in the report include Avon Products Inc., Beiersdorf AG, Colgate-Palmolive Company, Coty Inc., LancasterGroup, Energizer Holdings Inc., Johnson & Johnson, Johnson & Johnson Consumer Products Division, Limited Brands Inc., LOreal USA Inc., Mirato Spa, Procter & GambleCompany, The Gillette Company, Procter & Gamble Italia Spa, PZ Cussons Plc, The Estée Lauder Companies Inc., and The Unilever Group.The report titled "Mens Grooming Products: A Global Strategic Business Report" announced by Global Industry Analysts, Inc., provides a comprehensive review of markettrends, product overview, competition, product launches, and recent industry activity. The study analyzes market data and analytics in terms of value sales for regions includingthe US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest of World. The global and the US markets are analyzed by the following product groups/segments - Toiletries(Bath and Shower Products, Hair Care Products, Skin Care Products, Deodorants), and Shaving Products (Pre-Shave Products, Post-Shave Products, and Razors/Blades).
  18. 18. 10 Minute Observation I chose this point of sale to do my ten minute observation on because I found it interesting and I also found the colours a good feature of the point of sale. All this means I thought it would attract the customers towards it. Within the 10 minutes two customers had had a look at the point of sale. The first customer looked at it for a while, I assume looking at all the different products it advertises, then they picked up one of the products and had a closer look at it. Then they put the product back again and walked off. The second customer just looked at it for while then walked away. This shows that it is a good point of sale that is good at attracting customers, I think it does that by being bright in the colours it uses and having a simple design that is easy for the customer to see what the product is. I chose this point of sale because it is a bit different by the fact it has a bag made by the same company who make the male grooming product it is mainly advertising. This means that because its different I thought it would attract customers. I the 10 minutes not a single person went up to the point of sale, that shows that my initial assessment of the point of sale was wrong. I waited another 10 minutes to see if anyone would go up to the point of sale, eventually a person went up to it and had a look at the product for a while before picking it up and spraying it on their wrist. Then as a shop assistant walked passed they asked if the bag came free if they bought the product. This proves that the point of sale isnt very clear in its advertising. Then the customer picked the bag up and had a look at it before putting it down again. This observation proves that the point of sale isn’t very good at attracting customers but the added feature of a bag is a good motive for buying the product.
  19. 19. Competitive ProductsAccording to YouGovs Brand Index, a daily tracking tool which measures the publics BrandIndex Buzz scores -perception of well-known brands, in recent months body spray brand Lynx had lost the edge Dove, Lynx and Right Guardit enjoyed over competitor Right Guard. However, a clever ad campaign for new productLynx Attract ‒ which capitalised in on a certain Royal’s Las Vegas antics ‒ along with aFacebook event promising island fun, has put Lynx back on top.A look over the last eight months on BrandIndex shows that prior to the campaign, Lynx hadlost the Buzz score lead it had over Right Guard, but has since won it back.The chart below shows that Lynx enjoyed a sustained lead in Buzz over Right Guard betweenFebruary and May. The lift in Buzz, back in February, coincided with the launch of the LynxAttract Breaking News TV ad, crafted by marketing firm Razorfish. Since May, however, thebrand appeared to be struggling to pull itself away from competitor Right Guard, whilst Doveremained a decisive six points ahead. However, in more recent days, Lynx has once againpulled ahead of Right Guard.So what is Lynx doing to increase Buzz around its brand?Launched the ‘Chaos Island’ event on Facebook BrandIndex full Index score - Dove, Lynx and Right GuardIn addition, even if you hadn’t heard about Lynx’s offer of tickets to a three-day party on anactual island, labelled “Chaos Island on the events official Facebook page – then one look atthe relevant SoMA readings can tell you that something chaotic is afoot.Most frequent words appearing on Facebook users private feeds together with Lynx include:“island”, “chaos”, “chasethechaos”, “win”, “tickets”, “Africa”, “effect”, “advert”, “smell” and“gel”.But is Lynx’s campaign investment working? In the last four days (since 31 Aug), Lynx’sBrandIndex Buzz score has climbed by 4 points and has just overtaken Right Guard. Time willtell if this increase in Buzz will feed into an increase in their overall brand perception andconvert to revenue growth for the brand.
  20. 20. First Hand Existing Design Analysis Aesthetics- This is a simple point of sale Aesthetics- This is a interesting point of in terms of aesthetics because it doesn’t sale in terms of aesthetics because it have many colours or complicated incorporates a bag made by the same designs. company as the male grooming product. Customer- The customer of this products Customer- The customer of this products would be a young male. would be a young to middle aged male. Cost- This is a fairly cheep product. Cost- This is a fairly cheep product. Environment- This point of sale is in the Environment- This point of sale is in the isle of a shop. isle of a shop. Safety- This is a safe point of sale Safety- This is a safe point of sale because because it has a casing around the it is stable but it could get stolen. product so it cant get stolen. Size- This is a medium sized point of sale. Size- This is a small point of sale. Function- This point of sale has the ability Function- This point of sale has no other of allowing you to try the product before functions apart from advertising the buying it. product. Materials- This point of sale is made from Materials- This point of sale is made from plastic. plastic. Aesthetics- This is a very colourful point Aesthetics- This is a boring point of sale of sale in terms of aesthetics because it in terms of aesthetics because it doesn’t has different segments of different have any interesting features. colours. Customer- The customer of this products Customer- The customer of this products would be a young to middle aged male. would be a young male. Cost- These are fairly cheep to fairly Cost- This is a fairly cheep product. expensive products. Environment- This point of sale is in the Environment- This point of sale is in the isle of a shop. isle of a shop. Safety- This is a safe point of sale Safety- This is a safe point of sale because because it has no sharp edges and its it is stable ad not in the way of the very stable. customers. Size- This is a large point of sale. Size- This is a large point of sale. Function- This point of sale has no other Function- This point of sale has the ability functions apart from advertising the of allowing you to try the product before different products. buying it. Materials- This point of sale is made from Materials- This point of sale is made from plastic. metal and glass.
  21. 21. First Hand Existing Design Analysis First hand existing design analysis Aesthetics- This is a simple point of sale Aesthetics- This is a boring point of sale in in terms of aesthetics because it doesn’t terms of aesthetics because it has the have many colours or complicated same colour the whole way through and designs. has no interesting designs. Customer- The customer of this products Customer- The customer of this products would be a young male. would be a young to middle aged male. Cost- This is a fairly cheep product. Cost- This is a fairly cheep product. Environment- This point of sale is in the Environment- This point of sale is in the isle of a shop. isle of a shop. Safety- This is a safe point of sale because Safety- This is a safe point of sale because it has a casing around the product so it it has no sharp edges and its very stable. cant get stolen. Size- This is a medium sized point of sale. Size- This is a small point of sale. Function- This point of sale has no other Function- This point of sale has no other functions apart from advertising the functions apart from advertising the products. product. Materials- This point of sale is made from Materials- This point of sale is made from plastic. plastic. Aesthetics- This is a simple point of sale Aesthetics- This is a simple point of sale in in terms of aesthetics but the lighting and terms of aesthetics because it doesn’t the coloured packaging make it stand out. have many colours or complicated Customer- The customer of this products designs. would be a young male. Customer- The customer of this products Cost- This is a fairly cheep product. would be a young male. Environment- This point of sale is in the Cost- This is a fairly cheep product. isle of a shop. Environment- This point of sale is in the Safety- This is a safe point of sale because isle of a shop. it is stable and its set into the wall so its Safety- This isnt a very safe point of sale not in the way of the customer. because it sticks out from the isle and the Size- This is a large point of sale. product isnt attached so it could get Function- This point of sale has no other stolen. functions apart from advertising the Size- This is a small point of sale. product. Function- This point of sale has the ability Materials- This point of sale is made from to allow you to try the product before you plastic. buy it. Materials- This point of sale is made from plastic.
  22. 22. First Hand Existing Design Analysis Aesthetics- This is a simple point of sale in Aesthetics- This is a simple point of sale in terms of aesthetics because it doesn’t terms of aesthetics but the lighting and the have many colours or complicated coloured packaging make it stand out. designs. Customer- The customer of this products Customer- The customer of this products would be a young to middle aged male. would be a young to middle aged male. Cost- This is a fairly cheep product. Cost- This is a fairly cheep product. Environment- This point of sale is in the isle Environment- This point of sale is in the of a shop. isle of a shop. Safety- This is a safe point of sale because it Safety- This is a safe point of sale because is stable and its set into the wall so its not it has a casing around the product so it in the way of the customer. cant get stolen. Size- This is a large point of sale. Size- This is a small point of sale. Function- This point of sale has the ability Function- This point of sale has no other to allow you to try the product before functions apart from advertising the buying it. product. Materials- This point of sale is made from Materials- This point of sale is made from plastic. plastic.
  23. 23. Further Specification Aesthetics Customer Safety • My products will have a base colour with • The customer would like to interact with the • The point of sale has to be the flashes of a bright colour through it, such as point of sale because in my research I fond correct size for its environment yellow, pink, blue or red because from my that interactive point of sales get more because in my research I found that if research I found out that people recognise sales. a point of sale doesn’t fit the these colour combinations as ones that Lynx • The customer must be able to see what the environment it doesn’t sell products. typically use. product does with ease, they don’t want to • The point of sale has to be safe from • My product will have good features because in spend time trying to figure out what the the threat of theft so either the my research I found out that point of sales product is because in my research I found product or point of sale doesn’t get with good features such as being interactive out that if a point of sale is confusing that stolen. get more attention therefor leading to sales. the customer will walk away and not look • My product will display the company’s name into the product. or logo because from my research I found that • The point of sale must be able to stay in the all the point of sales show the company logo customers mind so they remember it Environment or name. because I round out that if a customer • The point of sale would have to be in an remembers a product they are more likely environment where the product fits in, it Cost to but it. couldn’t be in a cake shop. But it could be in an unusual place but still fit into the • I will make my product out of a cheep but environment to make it stand out, I found sustainable material because I found from Function hat out in my research by looking around my research that Lynx is a cheaper brand places where products use point of sales. that doesn’t often make point of sales so my • The product should promote the brand • My product will be alone so people can product will have to be sustainable so it well so the customer remembers the see it easily because I found out from my lasts. brand, I found from my research that research that point of sales that stand out the customer remembers the product are better point of sale. Size that its more likely to get sales. • The product will be the correct size so it fits its environment and is noticeable to the customer because I found from my research Materials that point of sales that are noticed by • The point of sale should have modern and customers are often mare successful ones. interesting materials because I found in my • My product will take into consideration the research that Lynx use a modern way of use of anthropometrics so it fits the user designing because from my research I found that a • The materials should be user friendly and easy to use point of sale it better than a easy to build on site. complicated point of sale.
  24. 24. Research Summary Brand Show Advertising Interactive Logo Safety Shape Function Customer Position Most important Colour Size Cost Environment Materials Modern design Size of balloon = Key Feature
  25. 25. 50 Initial Designs
  26. 26. 50 Initial Designs
  27. 27. 20 Developed Designs v
  28. 28. 20 Developed Designs
  29. 29. Concepts
  30. 30. Concepts
  31. 31. DevelopmentThis is a picture of the designthat I have chosen to develop Materialand finally manufacture. I I have looked at various materials that I couldchose this design because I use to make the button. The different types offeel that it links with the brandvery well and I feel that it materials that I have considered using are;would be a unique and metals, woods and plastics.interactive way of advertisingthe Lynx products. The first material that I researched about was aluminium. I found out that it has many usefulOne of the parts I would like to develop properties that could be an advantage to myis the button that activates the part of point of sale. It is lightweight, ductile and hasthe point of sale that displays the picture a good natural finish.behind the product. The second material that I considered wasAesthetics MDF. I found out that MDF is easy to work with because it has no nots or grains.I chose to develop the shape of the button Although a finish has to be applied.that activates the picture. After using theproduct and roleplaying how I would interact The final material I considered was acrylic. Inwith the point of sale, I realised that the my research I found out that acrylic is easy tocircular shaped button would be most suited cut, a good insulator, easy to clean andfor the task, as it is most stable for holding the resistant to abrasion.product because the bottom of the producthas a circular shape. From my research I found out that the best material for the button my point of sale would be aluminium because it is the most practical and I feel it fits my specification the best.
  32. 32. DevelopmentConstruction ManufactureThe way in which I am going to develop the I am going to manufacture the button by firstconstruction of my point of sale is introducing getting some aluminium rod that is the widththe use of templates. I am going to design and that I would like it to be. Then I am going todevelop a template that I can use to make sure cut it to length. During my research I found thethat the size of the button that activates the best way to cut aluminium rod is to use apicture will be the same every time. mitre box to make sure that the rod is cut at aIn my research I found out that the template perfect right angle and I will use a hack saw tomust be easy to move and easy to draw cut the material.around so you can create a lot of designs in ashort space of time. The template must alsobe made out of a material that will not changeshape easily, making sure you draw the samepattern every time. It is also ideal if thematerial you make the template form is cheepbecause you don’t want to be wasting moneyon things that don’t need to cost very much. I will then file down the edge so it is not rough or sharp using a metal file and then sandpaper.From my research I gathered, I found that thebest material for my type of template wouldbe a fairly rigid cardboard.
  33. 33. DevelopmentConstruction Another part of my point of sale that I would like to develop would be the arms of the glasses frames.I am going to develop my point of sale by theintroduction of a jig. This will enable me to Aestheticsmake sure I cut the button at a perfect rightangle every time. It will also enable me to I have decided to develop the aesthetics of themake sure the length of the button will be the arms of the glasses frames. When developingsame every time. the frames I looked at a few different shapes. The first one being a straight angularThe type of jig I am going to make will be very design, the second a typical glasses framesimilar to a mitre box but it will have a design and the final one being a moreremovable end that will ensure that the fashionable design.button is the same length every time. When doing my research I looked on the Lynx website, at their different types of girls section, to see what type of glasses the brainy girl was wearing. Then I asked a group of people which out of the three designs they liked best. I chose the fashionable design because when I was doing my research I found that the girl was wearing glasses similar to this design. Also when I asked the group of people which design they liked best, the majority of them
  34. 34. DevelopmentMaterials ManufactureI am going to develop the material of the The way I am going to develop theglasses frames. The different materials I have manufacture of my point of sale is bychosen from are metal, acrylic and wood. developing how I am going to build the frames of my glasses.When doing my research I found out that itwould be impractical to use metal because The possible ways I could manufacture mythe shape I want to make out of it is fairly glasses frames Is by vacuum forming or lasercomplicated so I would have to use a CNC cutting then heat bending the acrylic.machine, as I am doing this at school and wedo not have a CNC machine it would be too When doing my research I found that vacuumdifficult to find and use won cheaply. forming the acrylic frames would be impractical because the frames are quite thinAnother material I could use is wood, although so cutting them out would be difficult, alsoit would be easy enough to shape I feel that it there is only a slight bend in the frames sodoesn’t fit the brand or my specification heat bending would be the easiest way ofpractically well. achieving that bend.The final option I have considered is acrylic. Inmy research I found that acrylic would be agood material to use in this situation becauseI can laser cut it to the complicated shape thatI want. It can also be heat bent giving it thecurve that I want making the glasses lookauthentic.
  35. 35. DevelopmentConstructionA constructional aspect that I am going todevelop is the use of a template.The thing I am going to create a template for isthe frames of my glasses. I am going to createthe template on a computer aided design(CAD) program. This means that I have thetemplate forever because I will save mydesign. That means I can access it at any timeand create more frames if necessary.The advantage of this type of template is that Iwill never loose it and that I will never changeshape, where as if I made it from cardboard itcould get damaged or lost.
  36. 36. DevelopmentComponents ManufactureA component that I am going to develop is The possible ways in which I could attach thewhether to have a hinge between the main hinges to the frames are by glue or withframe of the glasses and the arm of the screws.glasses. When doing my research I found out thatThe possible options I could take in to glue, in particular super glue, is a very goodconsideration when deciding to have a hinge method of joining two pieces of acrylic.or not are; having a hinge that allows the arms However I am joining a piece of acrylic to ato move back and fourth, no hinge at all or a piece of metal so using screws would be ahinge that doesn’t move, only there to look good idea. Another bit of information I foundgood. out when doing my research is that there are improved methods of screwing things to acrylic rather than simply screwing the parts together. One of the methods is to drill pilot holes before hand to make sure the acrylic doesn’t snap or crack. Another method id toThe hinge that I have chosen to use is one that put brass insert into the pre drilled pilot holesdoesn’t move, one that’s only there to look to make sure the screws don’t slip or crack thegood. The reason I have chosen this type of plastic when inserting the screws.hinge is because the arm of the glassesdoesn’t need to move but if you just have a The way in which I have chosen to use is tofixed joint it wouldn’t look authentic. So drill pilot holes before inserting the screws as lintroducing a hinge that doesn’t move is very feel this is a safer option to use.practical and makes the glasses look moveauthentic.
  37. 37. DevelopmentUsability ComponentsI am going to develop the usability of my point The way I am going to develop theof sale by deciding whether to have a point of components of my point of sale is decidingsale that you can pick up and look at, a point whether the product will be on the frames ofof sale where you put the glasses on and look my glasses or behind the frames on a standat a picture or a point of sale that you pick the type part.product up and something happens to changethe point of sale. After looking into the two options I felt that if the product was on the frames, the frames would have to be quite thick to make theAfter my research I realised that it would be product stable and safe. I don’t think that itmost practical to have point of sale where you look very good because the frames wouldn’tpick up the product and something happens to look authenticthe point of sale. This is because if you have apoint of sale where you pick up the glasses Where as I though that if I put the product onpart of the point of sale and put them on, they a stand behind the glasses frames it would becould get easily stolen or they might not fit the more interactive because the person wouldcustomer correctly and could be difficult to have to pout their hand through the point ofinteract with the point of sale properly. sale to reach the product. Also I could makeAnother reason why I would choose a point of the glasses frames look more authenticsale where you pick up the product is that if because they wouldn’t have to be so thick.the customer is handling the product they aremore likely to remember the productcompared to if they was handling the point ofsale then they might just remember the pointof sale and not the brand or product.

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