The document summarizes the group's final concept, unique selling point (USP), and target market for their deodorant product. The focus group helped them select concept one as the highest rated idea. Their concept positions the deodorant as making the user feel confident in their own skin. Their large USP includes a body spray included in the original price and a musky-smelling deodorant paired with a sweet-smelling body spray. Their target market is females ages 15-22, as the all-female group understands that demographic's wants, though the smell could appeal to others.

1. Final Concept, USP, Target
Market
By
Jessica Ribeiro
Lia Mardling
Jennie Potts

2. Final Concept
The focus group was very effective and beneficial for our group. It gave us
an overall opinion on what our target market thinks of our ideas and helped
us decided on what the best concept would be for our target market and
names etc. We used the technique of thumbs up thumbs down, which gave
us the advantage of a yes or no answer. We had a 7.1.1 ratio, so we decided
to chose concept one as it had the highest vote.
Final Concept:
Our deodorant is not about putting people into stereotypes its about being
confidant in your own skin. Our target market is the typical everyday
girl/woman, we are trying to keep the idea of being yourself and being true to
who you are. Being able to be confident and feel comfortable in your own skin

3. USP
We have a large USP with many point and aspects to it and we were’nt expecting
to have good reviews in every aspect of our USP so we have all of our idea and
made them one large USP
Our unique selling point is the product comes with a body spray within the original
price of the deodorant. The deodorant is a multi-purpose product , to keep the idea
young and fresh. We have decided to have the deodorant as a musky smell and the
body spray as a sweet smell so we can contrast through people’s different tastes in
smells. Our company is a very honest, in how we advertise our product, we full well
know deodorants don’t last for 48 hours, as you wouldn’t go 48hours with out a
shower, we give you the right calculation on how long the deodorant last , our
deodorant last for 18 hours which is a perfect timing for it to last all day and then a
top up when it comes to night time, which is why we put the body spray into place to
add a certain spice to our USP.

4. Target Market
We had made a decision on the target market before the focus group as we
had to have a base for our ideas and concepts, but if negative feedback
was permitted then we would have been willing to change our base so that it
would make it more applicable to the public’s demands.
As a group we decided that our deodorant would be best suited for the age
range of around 15-22. we have decided to make the product most suitable
for girls, we have chosen this gender because our production group is all
girls, so we will have a better understanding of what the female population is
looking for. Our deodorant may be aimed at a certain age range but the
smell is suitable for anyone who likes the smell.