This document provides an analysis of several direct points of sale displays and brands. It evaluates displays for Tony Ferguson, Hovis, and Walls based on attractiveness and visibility. It also profiles customer stereotypes for Lynx products and analyzes competitors like Adidas, Polo, and Lynx based on price and popularity. Finally, it considers the optimal retail environment and placement for a direct point of sale display targeting men's fragrances.

1. AS Design Technology
Dan Penn
Mood Board
Direct point of Brand Initial Gant Chart Assembly and
sales analysis Specification Links FX Customer
Questionnaire Materials
Profiling

2. This is a direct point of sale promoting ‘Tony Ferguson’ which
is a company selling products to allow you to loose weight
easily. I do not think this is a good direct point of sale as it
does not promote what the products do very well. The text on
the side of the cardboard container can not be read and the
product isn’t stacked neatly. It does have some good
feautures such as a substantial amount of space and the
companys name is placed in large letters across the top at eye
level, which makes it easier and more appealing to the
customer. Next

4. This is a direct point of sale advertising the
company Hovis. Hovis is a big brand company
which sells different varieties of bread. I feel this
is a good direct point of display as it stands out. It
stands out by using big bold vibrant colors such as
yellow. It also advertises the latest offer the
company is selling in big bold writing, covering all
angles of sight for the customer. The bread is set
out neatly on each one and the company's logo is
easily visible. I feel this would attract/catch the
eye of any customer despite their age.
My last and final point of display is a very well recognised one.
Walls ice cream is one of the largest ice cream manufactures across
the country and is well known for selling certain varieties of ice
creams and ice lollies. This type of storage display is good because
it meets the aims of the ice cream by keeping them cool and frozen
but also advertises its company on the sides and top, making it
easily visible for the customer. This type of point of display can be
found in many different places such as supermarkets, off licences
and news agents.
Home

5. This is a very good direct point of
sale as it contain many features
that would appeal to the target
audience. One of the good selling
points it has is its color. It uses
bright color to attract its target
market and draw them to their
products. It also has an interactive
side, where the customer can try
out the pen/pencil before they buy
the product. The direct point of
sale separates the products neatly
and makes it look well
representable.
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6. The company lynx aims its products at the teenage market.
My opinion of old spice is that it aims at I think that like Lynx, Fish Soho is also
The adverts broadcasted on the TV are a big selling point
older males aged 21+. It has a classical aimed at the target audience of teenagers as
for the product, inspiring the teenagers of today to be the
edge to the branding of the product. the it gives off a more funky style by using funny
male on the advertisement. Lynx is owned by Unilever and
aim of the brand is to eliminate body names and bright colours on the packaging.
sells male grooming products such as aftershave,deodrant
odours and stop males from severe Fish started as a hairdressers, cutting
and shower gel. Although Lynx’s lead product is
sweat. The company uses well known everyday peoples hair across Central London.
the fragranced aerosol deodorant body
celebrity faces to promote the branding Fish decided to release their own
spray, other formats of the brand exist.
of the company and to attract the target
Within underarm care the following are
audience towards their products.
available: deodorant aerosol body spray,
deodorant stick, deodorant roll-on, anti-
perspirant aerosol spray (called Lynx Dry),
and anti-perspirant stick (also called Lynx
Dry).
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7. I believe that L'Oreal men
expert is targeting the older
male due to the use of
certain well known celebrities
and the aims of the product.
The product aims to reduce
wrinkles and make your skin
look less tired and more
fresh and healthy.
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8. Lynx is a brand selling male grooming
products, owned by the British/Dutch
company Unilever. I feel this brand is
targeting the young males/ teenagers due
to the advertising and packaging of the
product.
Although Lynx’s lead product
is the fragranced aerosol
deodorant body spray, other
formats of the brand exist.
Within underarm care the
following are available:
deodorant aerosol body
spray, deodorant stick,
deodorant roll-on, anti-
perspirant aerosol spray
(called Lynx Dry), and anti-
perspirant stick (also called
Lynx Dry).
Lynx was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse.
Unilever were keen to capitalize on Lynx’s 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, the brand has launched with great success in the United States and Canada. The company has also widened its portfolio
by overlapping male deodorants into the Lynx brand such as South Africa's 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.
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9. Aesthetics
Cost
Some of the aspects of my aesthetics for my
One main thing I need to take into perspective is the quantity to
point of sale I will be looking at are: brand
quality ratio. I also need to think about the cost of my materials
colours, working around and studying what
that I could use, whether I use more expensive materials. Also I
colours my brand use. Shapes, the different
need to into perspective the cost of manufacturing. Other things I
shapes I can use to attract my target
need to look at are the point of sale in the shop and how much it is
audience. Logos, studying the different areas I
going to cost if I wanted to place mine on the shop floor.
can place the company's logo. Styles and
patters, looking at all the different styles and Safety
patterns and which ones will suit my customer Size
some of the safety aspects I need to look at are:
and information, the information and text Things I need to take
which will be placed onto my direct point of .Personal health, such as asthma
into perspective are the
sale. .The person assembling the products
stability of the point of
.avoidable instances
Customer sale. So that it can fit in
.falling over
The aspects of my products the shop nicely and
.sharp edges
should be aimed at my neatly. But also the
customer through targeting
Materials floor space to cost ratio,
Some of the materials I am allowing me enough
the right age range, by using
going to be looking to use are space to advertise but
correct colours and shapes.
alluminium,oak and acrylic. I not too much so it
The certain shops it is placed
am looking to use these becomes a waste of
in, shops my target market
materials to attract the target money.
would visit and also
audience and to be able to fit
anthropometrics.
into its environment.
Environment
When we are looking at the environment we need to look at
the position of the point of sale in the shop and its surroundings.
Initial Specification
This is because it needs to be placed in a position with similar
surrounding which would attract the target audience.
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10. Task Analysis
.Functionality & Features: Colours, pictures, shapes, design, materials, video, smells, sounds, tasting,
textures.
.Visibility & Position: In it’s own space, no other choice or products in the way/around it, eye-level hanging,
moving.
.Target Markets: Young, teenaged, middle aged, older generation, male or female, unisex.
.Aesthetics/Branding: Shape & colour scheme, name & price of product, lighting, from a distance/up close,
distinctive, eyefall.
.Materials: Plastics, glass, metal, wood, finishes: reflective, matte, smooth, textured, recyclable, sources.
.Safety: No spiky edges, any parts that stick out, brightness, sound level, fire resistant, not
combustible/explosive
.Sustainability: Materials used, uses for other products/designs, recyclable, adaptable, component
replacements
.Environment: What type of shop, which isle/area, positioning, direction of display, consideration of footfall
and eyefall.
.Interactivity: Samples, testers, sensors, theme, method of purchase, use of 5 senses (video, smells, sounds,
tasting, textures)
.Social Networking/Web: Use of QR and barcodes, facebook/ twitter pages, website (layout and
branding).
.Construction: Where will it be made, processes, assembly, source of materials, types of glue/joints.
.Ergonomics: Ease of view/reach, distance from customer to product, level, position/angle.
.Price: Value of the product, reputation of the brand, time it will be used for, type of shop it is in.
.Future: Future products/releases of the brand, trends/fashions, other companies , direction of the
market/technology.
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11. Logical
Links Fx
Have the brand name clearly displayed on the unit
It is logical to have the product on display, so people can see it
To have it positioned where there is a large footfall
Located near other fragrances
Clear what the product does
To have the products at eye line
Products near the till because they’re already spending money
Have the unit relative in size to the product
To have small samples so consumers can test it
Illogical
For the price to be displayed
Show all products, full focus on one
To be dishonest to the consumer so they have full trust in you
For the unit to look cheap when displaying an expensive product
To sell in non-related stores as you wouldn’t have many sales
To put the point of sale unit in a place of the shop where it is not visible to the passing customers
Need
The product on show so the customers know what they’re purchasing
The unit must stand on its own without any support so it should be freestanding
It needs to be safe to handle when customers want to test it
To inform the customers about what it does if it is a new brand
Accessible to the customer with ease otherwise if it is in a box they probably wont be bothered to ask someone about it
To be easy to use and simple
Keep-
I am going to keep the social media part of it so that it is fun and interactive
I am going to keep the product on display and where there is a heavy footfall because more people will go past it
I am going to keep the theme of the brand with its old heritage look so that customers get a feel for the brand
Scrap
I am going to scrap the demo manikin as I think it cheapens the effect of the unit
I may scrap the barber chair theme as this would be to cost expensive and would be difficult to get hold of
Function vs. Form
The form of the unit so the aesthetics should be more effective than the function as more people will go past it rather than go up to it and test it
The function should be efficient, honest and reflect what the brand does for the customer
X-Factor
The X factor of the unit will be its interactive screen with fun videos about the brand and it will have links to the social media trends and websites
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12. Gant Chart
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13. Next

14. Price: High
Competitors
I've placed the fragrance 'Jump’ by Joop!
In this position as I feel it is very high
priced,but not very popular due to the
branding. Joop! Isn't one of the largest, Ralph Lauren, or otherwise know as
popular brands but still has expensive Polo, is one of the most popular
products. fragrances purchased and used across
the UK. I have placed it in this position
because the products are still fairly
expensive but at the same very popular.
Popularity: Popularity: High
Low
I have placed Lynx in this
position as I feel that it is a
very cheap brand, which is a
good factor as it makes it
more accessible to the
targeted customer. And I feel
that Lynx is a very popular
product and appeals to a wide
I have placed the Adidas target audience.
aftershave fragrance in
this position as it is dirt
cheap compared to other
products and is not very
popular. Adidas is one of
the largest sports brands
across the world, and
most customers go to
their company to buy
sports accersiories,not
aftershave.
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Price: Low

15. Customer Profiling Lynx aims its products at the older teenagers/young male
market. We know this from the packaging of the product,
which uses bright primary colours, and the cost of the
products, making it easier and more affordable for the
customer. Lynx is a brand selling male grooming products,
owned by the British/Dutch company Unilever. I myself
would personally use Lynx as I feel it is affordable and does
what it needs. Lynx stands out to me as it uses bright vibrant
colours on dark back grounds, making it jump out of the
shelf.
Older teenagers/young males use
Lynx products because they are
attracted to the branding and
advertising of the product. The
company Lynx advertises young men
usually a little older than the age group
wearing the product, allowing them to
attract various girls due to the product.
This the automatically appeals to the
target customer, inspiring them to be
the males presented on the advert .
My stereotypical customer for my
product would be a sports player.
He/she would use Lynx before
and after matches to destroy
odour from things such as sweat
and mud. My customer still
attends school in the higher years
and likes to go out of a weekend
with friends to various places. My
customer likes to constantly smell
good wherever he or she goes. At
school my customer studies The main selling point towards the older teenage age range is the advertising
physical education, media and of the product. TV adverts which represent the brand always show a young
English. My stereotypical male aged 21-25 attracting the opposite sex easily. When older teenagers
customer who buys the product view this advert, they are automatically drawn towards the brand, aspiring to
on a regular basis, comes from a be the young males represented on the advert. This gives a message across
fairly average background. to the target audience of the brand, that if you wear there products you will
He/she had other siblings and attract the opposite sex, which most older teenagers are constantly looking
parents who work hard. they live to do.
in a semi detached house in a
fairly goof area. My customer
enjoys his sports and is always
looking to attract the opposite sex.
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16. Environmental Snapshot
I would place my direct point of
sale in a shop like this as it fits the
genre of the shop and would be
surrounded by products of the
same calibre. I would place my
direct point of sale in the fragrance
area. By doing this means it makes
it easier for the customer, allowing
the customer to know where our
products our stored in the shop. I
would also pay extra to have my
product placed at eye level. I feel
this is a vital element of distributing
our product making it more
accessible and eye catching towards
potential customers. Stores such as
Boot and Super Drugs are perfect
for my product because they are
leading cosmetic stores which sell
similar products to mine. I would
like to place my direct point of sale
in the men's aftershave area, as I
feel it would best suit the
environment and can be marketed
against other brands.

17. Average price per product: High
Brand Analysis
I have placed the
brand Jean Paul
Gautier in this
position as I feel
it is not as big as
other brands but
still produces
high end
expensive I have placed Polo in
products. this position as I feel it is
one of the most popular
if not the most popular
brands out there. It
produces high end
products at a reasonably
high price.
Popularity: Popularity: High
Low
I have placed the brand Lynx in this
area as it is one of the largest well
known brand aimed at teenagers. It
produces low priced products which
I Have placed Mr Natty in
appeals to the target audience,
this position as I feel that it
allowing them more sales.
is not a very popular
product and the prices aren't
very high. I feel this is not a
popular brand as it only
appeal to a thin gap in the
market.
Home
Average price per product: Low

18. Questionnaire
1. Does a point of sale influence you towards By making a questionnaire it allows me
purchasing the product advertised? to design my product around the
Yes No Sometimes customers needs. The results will allow
me to assemble and design a direct point
2.What do you think the ideal size of a point of sale... of sale which will appeal to a wide range
Chest height, Eye Level, Head Height or Above of the target audience. By making it
Head Height appeal more to my target audience, it will
catch the eye of a potential customer
3.Is it important that the point of sale is interactive more easily. I asked my questionnaire to
an age range of 14-23 year old male and
Yes No Sometimes females. By doing my questionnaire I
asked 10 different students who take a
4. How long will you spend at a point of sale wide range of different subjects within
.1-2minutes the school. By using different styles of
.4-5minutes students gives me a wider range of
.5-10minutes answers. Here are my results...
.10+minutes
5.What do you feel is more important for a direct
point of sale, form or function?
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19. Questionnaire Results
1.Does a point of sale influence you towards purchasing the
2.What do you think the ideal size of a point of sale... Chest
product advertised?
height, Eye Level, Head Height or Above Head Height
Yes No Sometimes
5.What do you feel is more
important for a direct point
of sale, form or function?
From these results of this question I
have found out that over half of the 10 From these sets of results from this shows me how the
people I asked feel that a direct point potential customers feel that no direct point of sale
of sale does not influence the should be above head height, and I should really be
purchasing of the product and it’s the putting my direct point of sale at eye level to increase
quality and price of the product which sales in the product.
is the main influence.
From this set of results I
3.Is it important that the point of sale is interactive 4. How long will you spend at a point of sale have found that most of
.1-2minutes the potential customers
Yes No Sometimes .4-5minutes feel that form is more
.5-10minutes important than function.
.10+minutes This is useful to me as I
can now focus on the
aesthetics of the direct
point of sale rather than
the function of it.
From these sets of results it indicates to me that
By receiving the results from question 3 I have
4 out of the 10 target audience I surveyed would
realised that my direct point of sale defiantly
only spend 1 to 2 minutes at a direct point of
needs to be interactive. The potential customers
sale. This tells me that on my direct point of sale
feel it needs to be interactive as they feel they
I need to get my point across quickly and
would spend more time at more product.
.
efficiently
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20. Assembly And Materials
These are perhaps the most common types of
Free standing point of sale units point of sale units. They are made out of
are very risky. They can easily cardboard and can display multiple items. They
can easily be broken or smashed. are usually delivered in a flat pack. To put the
These points of sales are usually unit up, you’d need to unfold the cardboard. The
point of sale is cheaper than those of higher
fully assembly . once used they
materials but do not last very long as the material
can be re used and different isnt very strong and hasn’t got long durability.
products can be placed within. The product is easily recyclable.
This point of sale is hard to
dispose of and would be used
more than once.
This is a free standing
acrylic point of sale Some point of sales would be in a
unit. They can be used display case on a counter.
in portrait and Sometimes, the display case would
landscape. They can be part of the point of sale. The
also be wall mounted, bottom half would be made out of
free standing ,laid flat wood, metal or some cheaper ones
or hung from cable out of plastics. Can be reused.
systems.

21. Research Plan
Questionnaire Competitors
What I've learnt from carrying out research on my competitors is the different
I feel that my questionnaire was very useful to my research plan as it
styles, prices and colours that my main competitors use. This page was very
gave me a good understanding of what my target audience is attracted
useful to me as it told me all of my main competitors that my brands faces, and
to and what they find good in a direct point of sale. By carrying out a Environment
what they do to set their brand out from others.. Carrying out research on my
questionnaire it gave me a clear set of results of what I should base my al Snapshot competitors taught me how to present my brand in a unique way which will
direct point of sale on.
separate it from others, while also appealing to the target audience.
Environmental Snapshot Customer Profiling
An environmental snapshot helped me design my direct Competitors By researching my stereotypical customer, this has helped me
point of sale to fit the genre and needs of the shop floor. a lot with the design of my direct point of sale, allowing me to
I found this helpful as it tells me the best size for my Questionnai
design it more suitable and attractive towards the potential
direct point of sale and the outline design I should re customer. Through research on my potential customers it has
choose for the best floor space to cost ratio. helped me with the design, colours and interaction of my direct
Customer Profiling point of sale.
Assembly and Materials
Assembly and materials helped me design my direct
point of sale very well. It gave me a good understanding Assembly&
of the wide range of varieties the direct point of sales Brand Materials
can be assembled. This then also helped me with my Analysis
packaging, giving me different options on how to pack
my product and the one which suits my direct point of
sale the best.
Brand Analysis
The brand analysis helped me out a lot as it gave me a wide perspective of
all the other brands and competitors. Through my brand analysis I learnt
all the different popularities of different styles of company's and also the
expenses of the company (average price per product). This then gave me
the best perspective on how popular and expensive my brand is and how I
should market and present my direct point of sale.