Final Concept, USP, Target Market

By Francesca, Demi and Nathan

Final Concept
We started off with 3 different concepts. One was a boy in a club with his friends and all girls start surrounding him because he used the deodorant. The second one was a man walking down the street and all the girls turn their heads and look at him because of the smell of the deodorant. Lastly, there was the idea that our model/actor is being sporty, by preferably running on a field, building a sweat, yet after using our product he still manages to get girls chasing after him. The concept we decided to use was the last one. We decided to use this one as we thought it would be the best idea and also our focus group said that this concept was the best out of the three.

Final USP
Our products final USP is that the bottle will have a button that you can just press and the deodorant will come out automatically. We decided to use this because it was the most popular option that our focus group chose and it goes with the product name.

Final Target Market

We have decided that our target market will be males aged between 15-25. It is aimed at teenagers and young adults both confident and less confident as the deodorant will boost their confidence and they will attract girls when wearing it. We put this target market on our questionnaire and asked our focus group to do thumbs up or thumbs down on whether they liked it. The majority of the focus group did thumbs up so we decided to go ahead and use this target market.