Product

"Product Quality  is one of the marketer’s major positioning tools. Quality has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction. In the narrowest sense, quality can be defined as “freedom from defects.” But most customer-centered companies go beyond this narrow definition. Instead, they define quality in terms of creating customer value and satisfaction." (Armstrong 214) The quality of Man Lotion must be excellent if we want to keep the customer loyalty we are working so hard to obtain. If men are going to go to the trouble of buying something, it had better live up to the expectations that got them off the couch in the first place. "Total quality management (TQM) is an approach in which all the company’s people are involved in constantly improving the quality of products, services, and business processes. For most top companies, customer-driven quality has become a way of doing business. Today, companies are taking a “return on quality” approach, viewing quality as an investment and holding quality efforts accountable for bottom-line results." (Armstrong 214) Constant product development is key to maintaining quality. As new skin care technology becomes available, our scientists will be developing ways to appropriately implement it in to our products. There can be no corners cut on the quality of our products or our brand, as those are what keep our customers loyal.

Target Market Strategy

"A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return." (Armstrong 57) The target market for this product is men. We hold a high postion in this market, because the majority of similar products are marketing toward women. Women are mainly the customers of a household, buying food, beverages, laundry soap, cleaning supplies, linens, clothes for the family, and all beauty products used in her home, whether by her self, her husband, or any present children. Our goal is to convince men of the value of buying and using lotion for themselves. There are some options out there exclusively for men, but none that particularly stand out as manly. "Through concentrated marketing, the firm achieves a strong market position because of its greater knowledge of consumer needs in the niches it serves and the special reputation it acquires. It can market more effectively by fine-tuning its products, prices, and programs to the needs of carefully defined segments. It can also market more efficiently, targeting its products or services, channels, and communications programs toward only consumers that it can serve best and most profitably." (Armstron  By concentrating on men as our target market, we can better adapt the advertising campaign to them.

SWOT Analysis

"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)." (Armstrong 55) One of this products key strengths is it effectiveness at capturing it's audience's attention. The name of the lotion (Man Lotion) is straightforward and encourages the target market to use it. The hardest part about selling this lotion is that it is geared toward men, and men don't typically use, let alone buy lotion of any kind. "The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats." (Armstrong 56)

Objectives

"The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program." (Armstrong 386) It is important to advertise this product in a way that will appeal to men. The psychological triggers for stimulating thoughts within a man's brain are different than those of a women, so creating a campaign that caters to those differences is vital. A commercial that features a man transforming from a hideous being in to a man that most women would desire would accomplish the task of gaining male understanding and recognition.  "The overall advertising objective is to help build customer relationships by communicating customer value."

Mission Statement

As a company our goal is to provide a simple, easy to use moisturizer with out all the froofroo-ness of other lotions. You're a guy, so why would you want to smell like a teenage girl? You don't. You're a dude; why would you want hands that feel like you let your wife chain you inside an exfoliating mud bath for a week? You wouldn't. You're a man, and we understand that just because you don't want dry, cracked skin doesn't mean you want to look or smell like you've spent your entire life picking hillside daisies. Man Lotion provides your skin with the hydration it needs, with out the greasiness it doesn't. The best part? It doesn't smell like something your wife picked up at the local Perfumes-R-Us! Its light scent won't make you feel like you're about to be stripped of your man-card, and it will keep your hands in tip-top shape for all those manly things you do.