THE BEST OF HEALTH. JOB TITLE Blackmores Product Design / Vitapatch. PARTIES INVOLVED Blackmores, Hamish Bullough Design, Lisa Molloy

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Jade West
6 years ago
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2 JOB TITLE Blackmores Product Design / Vitapatch PARTIES INVOLVED Blackmores, Hamish Bullough Design, Lisa Molloy INTRODUCTION People want the benefits of health supplements without the hassle of having handfuls of pills everyday. An overwhelming majority perceives Blackmores target market to be 41-50, which makes younger potential customers overlook their products. Only 12% of people take supplements / 22% take them sometimes / 59% do not ever take them. 87% don t want to take supplements every day but still want the same benefits associated with the traditional one-a-day tablet. Almost everyone would prefer an alternative delivery method to swallowing copious amounts of pills.

3 REASON FOR BRIEF To provide a 7-day vitamin patch, in a range of designs, intended to re establish a younger consumer base. Aimed at both males and females between the ages of in order to move away from taking handfuls of pills on a daily basis. BACKGROUND In recent times, health and fitness have become an ever more important lifestyle choice. There are constant innovations in what supplements can do for you, keeping in mind to use common sense when it comes to claims which are too good to be true as this IS usually the case. But there has been nothing done to solve the issues of both delivery method (pills) and the frequency they must be taken, most commonly daily. My white space was found by analysing the results from my research, finding the issue, and using my product to create a solution. What my research told me was that people want to be healthy and look after themselves, but taking pills in large numbers everyday is enough to deter the vast majority. So I set out to develop a 7 day vitamin patch, which would appeal to a younger generation, deliver the same health benefits as regular one-a-day vitamins and also come in a range of designs.

4 CURRENT COMPETITORS / RANGE Swisse, Natures Own, Bioglan, Ethical Nutrients, Heron, Bio Organics. Multivitamins, Joint/Bone/Muscle, Brain Health, Stress, Cold/Flu, Digestive, Energy, Heart/ Circulation, Nails/Hair/Skin, Sports Supplements, Weight Management, Prenatal. TARGET MARKET PRIMARY 21-30, both male and female, in the middle/upper socio economic group and an income of about $ per year. This is not due to the product being expensive, but because items such as health supplements are classified as luxury and not a necessity, so the target market needs an expendable income. SECONDARY 16-20, with the same requirements as above. TERTIARY 30+, male and female, primarily parents (who have the same socio economic and income requirements as above) or who ever does the shopping in a household for a younger generation.

SINGLE MINDED PROPOSITION A convenient multivitamin patch, which lasts 7 days and provides the same benefits as traditional one-a-day pills without the hassle.

5 SINGLE MINDED PROPOSITION A convenient multivitamin patch, which lasts 7 days and provides the same benefits as traditional one-a-day pills without the hassle. OBJECTIVES The message is that health supplements aren t just for older people. Using supplements to assist a healthy lifestyle is beneficial for everyone and doesn t have to be such a chore. The product will be original in its delivery method and the frequency it needs to be taken. It is flexible in that it is not dependent on age, gender, or lifestyle and can be used by anyone without risk. It is lasting as once the stereotype that health supplements are not just for older people is broken, by introducing this product which is designed to appeal to the younger generation who want to take an active interest in their health.

6 DESIGN TASK VitaPatch THE BEST OF HEALTH

POSSIBLE TAG-LINES Treat yourself once a week Apply. Forget. Repeat What the cool kids are using Forget everything you know about Vitamins Slap it on. Peel it off.

7 POSSIBLE TAG-LINES Treat yourself once a week Apply. Forget. Repeat What the cool kids are using Forget everything you know about Vitamins Slap it on. Peel it off. The new way to way to stay healthy Pioneering health Introducing the new you Health at its finest Health made easy TONE AND MANNER / BRAND PERSONALITY What the brand IS Fresh, Original, Innovative, Appealing, Creative. What the brand is NOT Bland, Boring, Generic, Superficial, Glitzy. PERSONALITY Healthy, Sophisticated, Inspiring, Evocative. If I were a person I would be Shannon Eckstein (Multiple Australian Ironman)

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