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Brand Manager

Real-Life Activities

Real-Life Communication -- Solution

Here's an example memo:

I'm recommending we launch a new product on the Freshfeel line, an herbal skin peel we would call Freshfeel Skin Peel.

Research indicates peels are a hot skin care item with women aged 18 to 25, the Freshfeel target market. We would aim marketing at this bracket by pushing our product's main benefit: the peel removes dead surface skin cells, leaving our consumers' Freshfeel skin "feeling fresh."

Unique benefits include the peel's main component: cucumber peel. This herbal ingredient fits well with the Freshfeel line's botanical image and our herbal-based strategy for the brand.

But the product's most unique draw is pricing. I suggest we sell it at $3.99, a full one-third off the price of the brand currently leading in the peel market. This would give customers a major financial incentive to choose our product over the competitor's.

Another reason I'm suggesting a fifth product for the Freshfeel line is that five products is a good amount for a gift set package -- an array of Freshfeel products in one set would be a fine product in itself.