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The Brand/Product:
1.Attributes:
The attributes are the product's primary characteristics, both physical and functional. They are what the consumer might recognize first about the product through the five senses. The physical attributes are what make the product what it is. They are scent, texture, package, contents, variety and price. The functional attributes are shown by how the products work. They include sun protection, moisture for the skin and an attractive promotion.
2. Benefits:
Benefits are what the actual product attributes can do for the consumer. It is important to make these benefits different from the competition's. Each physical attribute possesses certain benefits that satisfy the consumers wants.
The scent of our product is what makes our lotion so different. None of our competition brands have a scented sun tan lotion on the market that is targeted at our segment; the only other is Coppertone Kids' varieties (5). Our lotion comes in a very appealing scent that makes the consumer feel comfortable and excited about putting sun tan lotion on their bodies. There is no overbearing or strong oily scent like some lotions, and there is no fake odor like the "coconut" tanning oils that are on the market today (1). All of this was taken into consideration when we came out with our light, refreshing and mild- scented fragrance called "Summer Rain." All of our varieties of lotion will be in this scent because it is one that can be appealing to all different types of people, not just our target market.
The texture is non-oily and does not feel too heavy on the skin. This is important because when people use our product, they will be pleased that they ...