NEW PRODUCT PROPOSAL DETOX FOOT SPA By As Seen On TV

Rebecca Sheppard

QUICK OVERVIEW OF OLD PRODUCT As Seen On TV

“Detox Spa”Main Focus:Detoxifying

NEW PRODUCT FEATURESHeat ($30)Bubble Maker ($20)LED Color Changing Lights ($10)16 oz. Lavender Aroma Epsom Foot Salt ($10)Foot Dryer ($10)Reusable Liner ($5)

Unwind Time Foot Spa

SELECTED TARGET SEGMENTS

Geographic:Urban and Suburban areas that are health conscientious

Psychographic:Those with sore, tired feet, lifestyle of being on feet all day

Demographic:Women/ men in their 20’s to 50’s interested in beauty/ health products

Behavioral:Those that are frequent buyers of As Seen on TV brand

WHEN TO USE UNWIND TIME FOOT SPA

-Stressful and hectic lifestyles-When health conscientious and need relaxation time-When looking for at home pedicure experience

BRANDING -The As Seen on TV brand name will be recognized by consumers and will therefore decrease their need for external search of brand quality.

-By viewing most of their products advertised on TV, the consumers will have already attached a meaning to the brand and develop a relationship with the As Seen on TV brand.

-This gives As Seen on TV a competitive advantage because many consumers will have seen the Unwind Time Foot Spa advertised on TV, and will already have some familiarity and exposure to the product before the purchase process.

Detox Foot SpaUnwind Time Foot

Spa

POINTS OF DIFFERENCE

1. Heat2. Bubbles3. LED color changing lights 4. Lavender aroma Epsom foot salt5. Foot Dryer

Benefits:• Maintain water temperature • Increase induction into relaxation state• Reduce inflammation, sooth tired, sore feet• Create at home pedicure experience

PERCEPTUAL MAP Brand Awareness

Multiple Features Heat & bubbles

Heat, bubbles, and 5 piece pedicure set

Heat, bubbles, LED lights, lavender salt, foot dryer

Detox foot salt, electric turner

MAJOR COMPETITORS

Homedics FB- 300 Foot Bath, JetSpa Elite Jet Action ($79.99) @ Macy’s

Conair’s foot spa with bubbles, massage and heat ($19.88) @ Walmart

Dr. Scholl’s Invigorating Pedicure Foot Spa ($34.99) @ Amazon, Target

4P PLAN Approx

. $100

SOURCES Kerin, R., Hartley, S., & Rudelius, W. (2013). Market Segmentation, Targeting, and Positioning.

In Marketing: The core (5th ed., pp. 44-47). New York, New York: McGraw-Hill/Irwin.

Seo, Joon Yong. Chapter 8. Principles of Management. SUNY Brockport. October 2015. Lecture.

Bing Image Search