Introduction
This report aims to make a case for the manufacture and promotion of the Glo Band product with the intention of it entering the market under the parent company Unilever. The proposed product would measure levels of daily activity with a view to giving the wearer a means of gauging periods of inactivity and hence provide a spur to address wellbeing and stimulate activity. The product would follow the Unilever ethos as articulated in their slogan “small steps for a big change” It is believed that the Glo Band would be of significant importance in a society of increasing sedentary behaviour, whether that be a result of work-related or leisure-based pursuits.
An issue in marketing has arose in the way that consumers are engaging with products, they do not tend to engage on an emotional level, causing less longevity and sustainability and it is now thought by many companies, that a product that can tap into the consumer’s emotional needs would have major relevance on the market today. This marketing phenomenon of ‘Projects not Campaigns’ has changed the way consumers buy and are sold to dramatically, causing them to feel attached to their purchase and to the brand itself in a way never seen before. The aim of this report and the product’s production is to create a brand that is trusted by the consumer, a brand that will spark word of mouth and be taken seriously in the marketplace.
Due to this, the aims are to create an unobtrusive wrist-worn, unisex device that measures inactivity, but without being a chore to the wearer. The Glo Band would be something unique that the user does not want to take off, a device that becomes like a second skin, unnoticeable but good-looking. The campaign should be seen as a project, and target people’s emotions rather than purse strings, making the product something to cherish, value and enjoy.
317 words - anna xx
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