AS Design TechnologyDan Penn

Direct point of sales

Brand analysi

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Initial Specificati

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Links FXMood BoardCustomer Profiling

Gant Chart Questionnaire

Assembly and Materials

This is a direct point of sale promoting ‘Tony Ferguson’ which is a company selling products to allow you to loose weight easily. I do not think this is a good direct point of sale as it does not promote what the products do very well. The text on the side of the cardboard container can not be read and the product isn’t stacked neatly. It does have some good feautures such as a substantial amount of space and the companys name is placed in large letters across the top at eye level, which makes it easier and more appealing to the customer. Nex

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This is a direct point of sale advertising the company Hovis. Hovis is a big brand company which sells different varieties of bread. I feel this is a good direct point of display as it stands out. It stands out by using big bold vibrant colors such as yellow. It also advertises the latest offer the company is selling in big bold writing, covering all angles of sight for the customer. The bread is set out neatly on each one and the company's logo is easily visible. I feel this would attract/catch the eye of any customer despite their age.

My last and final point of display is a very well recognised one. Walls ice cream is one of the largest ice cream manufactures across the country and is well known for selling certain varieties of ice creams and ice lollies. This type of storage display is good because it meets the aims of the ice cream by keeping them cool and frozen but also advertises its company on the sides and top, making it easily visible for the customer. This type of point of display can be found in many different places such as supermarkets, off licences and news agents.

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This is a very good direct point of sale as it contain many features that would appeal to the target audience. One of the good selling points it has is its color. It uses bright color to attract its target market and draw them to their products. It also has an interactive side, where the customer can try out the pen/pencil before they buy the product. The direct point of sale separates the products neatly and makes it look well representable.

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The company lynx aims its products at the teenage market. The adverts broadcasted on the TV are a big selling point for the product, inspiring the teenagers of today to be the male on the advertisement. Lynx is owned by Unilever and sells male grooming products such as aftershave,deodrant and shower gel. Although Lynx’s lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Lynx Dry), and anti-perspirant stick (also called Lynx Dry).

I think that like Lynx, Fish Soho is also aimed at the target audience of teenagers as it gives off a more funky style by using funny names and bright colours on the packaging. Fish started as a hairdressers, cutting everyday peoples hair across Central London. Fish decided to release their own

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My opinion of old spice is that it aims at older males aged 21+. It has a classical edge to the branding of the product. the aim of the brand is to eliminate body odours and stop males from severe sweat. The company uses well known celebrity faces to promote the branding of the company and to attract the target audience towards their products.

I believe that L'Oreal men expert is targeting the older male due to the use of certain well known celebrities and the aims of the product. The product aims to reduce wrinkles and make your skin look less tired and more fresh and healthy.

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Lynx is a brand selling male grooming products, owned by the British/Dutch company Unilever. I feel this brand is targeting the young males/ teenagers due to the advertising and packaging of the product.

Although Lynx’s lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, anti-perspirant aerosol spray (called Lynx Dry), and anti-perspirant stick (also called Lynx Dry).

Lynx was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse.

Unilever were keen to capitalize on Lynx’s French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.

The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. The company has also widened its portfolio by overlapping male deodorants into the Lynx brand such as South Africa's Ego brand.Unilever has now launched its first Lynx product for women in the United Kingdom as part of a global expansion of the previously men’s-only brand.

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Initial Specification

AestheticsSome of the aspects of my aesthetics for my point of sale I will be looking at are: brand colours, working around and studying what colours my brand use. Shapes, the different shapes I can use to attract my target audience. Logos, studying the different areas I can place the company's logo. Styles and patters, looking at all the different styles and patterns and which ones will suit my customer and information, the information and text which will be placed onto my direct point of sale.

CostOne main thing I need to take into perspective is the quantity to quality ratio. I also need to think about the cost of my materials that I could use, whether I use more expensive materials. Also I need to into perspective the cost of manufacturing. Other things I need to look at are the point of sale in the shop and how much it is going to cost if I wanted to place mine on the shop floor.Safety

some of the safety aspects I need to look at are: .Personal health, such as asthma.The person assembling the products.avoidable instances.falling over.sharp edges

CustomerThe aspects of my products should be aimed at my customer through targeting the right age range, by using correct colours and shapes. The certain shops it is placed in, shops my target market would visit and also anthropometrics.

SizeThings I need to take into perspective are the stability of the point of sale. So that it can fit in the shop nicely and neatly. But also the floor space to cost ratio, allowing me enough space to advertise but not too much so it becomes a waste of money.

MaterialsSome of the materials I am going to be looking to use are alluminium,oak and acrylic. I am looking to use these materials to attract the target audience and to be able to fit into its environment.

EnvironmentWhen we are looking at the environment we need to look at the position of the point of sale in the shop and its surroundings. This is because it needs to be placed in a position with similar surrounding which would attract the target audience. Next

Task Analysis.Functionality & Features: Colours, pictures, shapes, design, materials, video, smells, sounds, tasting, textures. .Visibility & Position: In it’s own space, no other choice or products in the way/around it, eye-level hanging, moving..Target Markets: Young, teenaged, middle aged, older generation, male or female, unisex..Aesthetics/Branding: Shape & colour scheme, name & price of product, lighting, from a distance/up close, distinctive, eyefall..Materials: Plastics, glass, metal, wood, finishes: reflective, matte, smooth, textured, recyclable, sources. .Safety: No spiky edges, any parts that stick out, brightness, sound level, fire resistant, not combustible/explosive .Sustainability: Materials used, uses for other products/designs, recyclable, adaptable, component replacements.Environment: What type of shop, which isle/area, positioning, direction of display, consideration of footfall and eyefall..Interactivity: Samples, testers, sensors, theme, method of purchase, use of 5 senses (video, smells, sounds, tasting, textures).Social Networking/Web: Use of QR and barcodes, facebook/ twitter pages, website (layout and branding)..Construction: Where will it be made, processes, assembly, source of materials, types of glue/joints..Ergonomics: Ease of view/reach, distance from customer to product, level, position/angle..Price: Value of the product, reputation of the brand, time it will be used for, type of shop it is in. .Future: Future products/releases of the brand, trends/fashions, other companies , direction of the market/technology.

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Links FxLogicalHave the brand name clearly displayed on the unitIt is logical to have the product on display, so people can see itTo have it positioned where there is a large footfallLocated near other fragrancesClear what the product doesTo have the products at eye lineProducts near the till because they’re already spending moneyHave the unit relative in size to the productTo have small samples so consumers can test it

IllogicalFor the price to be displayedShow all products, full focus on oneTo be dishonest to the consumer so they have full trust in youFor the unit to look cheap when displaying an expensive productTo sell in non-related stores as you wouldn’t have many sales To put the point of sale unit in a place of the shop where it is not visible to the passing customers

NeedThe product on show so the customers know what they’re purchasingThe unit must stand on its own without any support so it should be freestandingIt needs to be safe to handle when customers want to test itTo inform the customers about what it does if it is a new brandAccessible to the customer with ease otherwise if it is in a box they probably wont be bothered to ask someone about itTo be easy to use and simple

Keep-I am going to keep the social media part of it so that it is fun and interactiveI am going to keep the product on display and where there is a heavy footfall because more people will go past itI am going to keep the theme of the brand with its old heritage look so that customers get a feel for the brand

ScrapI am going to scrap the demo manikin as I think it cheapens the effect of the unitI may scrap the barber chair theme as this would be to cost expensive and would be difficult to get hold of

Function vs. FormThe form of the unit so the aesthetics should be more effective than the function as more people will go past it rather than go up to it and test itThe function should be efficient, honest and reflect what the brand does for the customer

X-FactorThe X factor of the unit will be its interactive screen with fun videos about the brand and it will have links to the social media trends and websites

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Gant Chart

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Price: High

Popularity: High

Price: Low

Popularity: Low

Competitors

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I've placed the fragrance 'Jump’ by Joop! In this position as I feel it is very high priced,but not very popular due to the branding. Joop! Isn't one of the largest, popular brands but still has expensive products.

Ralph Lauren, or otherwise know as Polo, is one of the most popular fragrances purchased and used across the UK. I have placed it in this position because the products are still fairly expensive but at the same very popular.

I have placed the Adidas aftershave fragrance in this position as it is dirt cheap compared to other products and is not very popular. Adidas is one of the largest sports brands across the world, and most customers go to their company to buy sports accersiories,not aftershave.

I have placed Lynx in this position as I feel that it is a very cheap brand, which is a good factor as it makes it more accessible to the targeted customer. And I feel that Lynx is a very popular product and appeals to a wide target audience.

Customer Profiling

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Lynx aims its products at the older teenagers/young male market. We know this from the packaging of the product, which uses bright primary colours, and the cost of the products, making it easier and more affordable for the customer. Lynx is a brand selling male grooming products, owned by the British/Dutch company Unilever. I myself would personally use Lynx as I feel it is affordable and does what it needs. Lynx stands out to me as it uses bright vibrant colours on dark back grounds, making it jump out of the shelf.Older teenagers/young males use

Lynx products because they are attracted to the branding and advertising of the product. The company Lynx advertises young men usually a little older than the age group wearing the product, allowing them to attract various girls due to the product. This the automatically appeals to the target customer, inspiring them to be the males presented on the advert .

My stereotypical customer for my product would be a sports player. He/she would use Lynx before and after matches to destroy odour from things such as sweat and mud. My customer still attends school in the higher years and likes to go out of a weekend with friends to various places. My customer likes to constantly smell good wherever he or she goes. At school my customer studies physical education, media and English. My stereotypical customer who buys the product on a regular basis, comes from a fairly average background. He/she had other siblings and parents who work hard. they live in a semi detached house in a fairly goof area. My customer enjoys his sports and is always looking to attract the opposite sex.

The main selling point towards the older teenage age range is the advertising of the product. TV adverts which represent the brand always show a young male aged 21-25 attracting the opposite sex easily. When older teenagers view this advert, they are automatically drawn towards the brand, aspiring to be the young males represented on the advert. This gives a message across to the target audience of the brand, that if you wear there products you will attract the opposite sex, which most older teenagers are constantly looking to do.

Environmental Snapshot I would place my direct

point of sale in a shop like this as it fits the genre of the shop and would be surrounded by products of the same calibre. I would place my direct point of sale in the fragrance area. By doing this means it makes it easier for the customer, allowing the customer to know where our products our stored in the shop. I would also pay extra to have my product placed at eye level. I feel this is a vital element of distributing our product making it more accessible and eye catching towards potential customers. Stores such as Boot and Super Drugs are perfect for my product because they are leading cosmetic stores which sell similar products to mine. I would like to place my direct point of sale in the men's aftershave area, as I feel it would best suit the environment and can be marketed against other brands.

Popularity: Low

Popularity: High

Brand Analysis Average price per product: High

Average price per product: Low

I Have placed Mr Natty in this position as I feel that it is not a very popular product and the prices aren't very high. I feel this is not a popular brand as it only appeal to a thin gap in the market.

I have placed the brand Jean Paul Gautier in this position as I feel it is not as big as other brands but still produces high end expensive products.

I have placed Polo in this position as I feel it is one of the most popular if not the most popular brands out there. It produces high end products at a reasonably high price.

I have placed the brand Lynx in this area as it is one of the largest well known brand aimed at teenagers. It produces low priced products which appeals to the target audience, allowing them more sales.

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Questionnaire1. Does a point of sale influence you

towards purchasing the product advertised?

Yes No Sometimes

2.What do you think the ideal size of a point of sale... Chest height, Eye Level, Head Height or Above Head Height

3.Is it important that the point of sale is interactive

Yes No Sometimes

4. How long will you spend at a point of sale.1-2minutes.4-5minutes.5-10minutes.10+minutes

5.What do you feel is more important for a direct point of sale, form or function?

By making a questionnaire it allows me to design my product around the customers needs. The results will allow me to assemble and design a direct point of sale which will appeal to a wide range of the target audience. By making it appeal more to my target audience, it will catch the eye of a potential customer more easily. I asked my questionnaire to an age range of 14-23 year old male and females. By doing my questionnaire I asked 10 different students who take a wide range of different subjects within the school. By using different styles of students gives me a wider range of answers. Here are my results...

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Questionnaire Results

1.Does a point of sale influence you towards purchasing the product advertised? Yes No Sometimes

2.What do you think the ideal size of a point of sale... Chest height, Eye Level, Head Height or Above Head Height

From these results of this question I have found out that over half of the 10 people I asked feel that a direct point of sale does not influence the purchasing of the product and it’s the quality and price of the product which is the main influence.

From these sets of results from this shows me how the potential customers feel that no direct point of sale should be above head height, and I should really be putting my direct point of sale at eye level to increase sales in the product.

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3.Is it important that the point of sale is interactive

Yes No Sometimes

By receiving the results from question 3 I have realised that my direct point of sale defiantly needs to be interactive. The potential customers feel it needs to be interactive as they feel they would spend more time at more product.

4. How long will you spend at a point of sale.1-2minutes.4-5minutes.5-10minutes.10+minutes

From these sets of results it indicates to me that 4 out of the 10 target audience I surveyed would only spend 1 to 2 minutes at a direct point of sale. This tells me that on my direct point of sale I need to get my

point across quickly and efficiently.

5.What do you feel is more important for a direct point of sale, form or function?

From this set of results I have found that most of the potential customers feel that form is more important than function. This is useful to me as I can now focus on the aesthetics of the direct point of sale rather than the function of it.

Assembly And Materials

Free standing point of sale units are very risky. They can easily can easily be broken or smashed. These points of sales are usually fully assembly . once used they can be re used and different products can be placed within. This point of sale is hard to dispose of and would be used more than once.

This is a free standing acrylic point of sale unit. They can be used in portrait and landscape. They can also be wall mounted, free standing ,laid flat or hung from cable systems.

These are perhaps the most common types of point of sale units. They are made out of cardboard and can display multiple items. They are usually delivered in a flat pack. To put the unit up, you’d need to unfold the cardboard. The point of sale is cheaper than those of higher materials but do not last very long as the material isnt very strong and hasn’t got long durability. The product is easily recyclable.

Some point of sales would be in a display case on a counter. Sometimes, the display case would be part of the point of sale. The bottom half would be made out of wood, metal or some cheaper ones out of plastics. Can be reused.

Research PlanQuestionnaireI feel that my questionnaire was very useful to my research plan as it gave me a good understanding of what my target audience is attracted to and what they find good in a direct point of sale. By carrying out a questionnaire it gave me a clear set of results of what I should base my direct point of sale on.

Environmental SnapshotAn environmental snapshot helped me design my direct point of sale to fit the genre and needs of the shop floor. I found this helpful as it tells me the best size for my direct point of sale and the outline design I should choose for the best floor space to cost ratio.

Questionnaire

Environment

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Assembly and MaterialsAssembly and materials helped me design my direct point of sale very well. It gave me a good understanding of the wide range of varieties the direct point of sales can be assembled. This then also helped me with my packaging, giving me different options on how to pack my product and the one which suits my direct point of sale the best.

Brand AnalysisThe brand analysis helped me out a lot as it gave me a wide perspective of all the other brands and competitors. Through my brand analysis I learnt all the different popularities of different styles of company's and also the expenses of the company (average price per product). This then gave me the best perspective on how popular and expensive my brand is and how I should market and present my direct point of sale.

Assembly&

Materials

Brand Analysis

CompetitorsWhat I've learnt from carrying out research on my competitors is the different styles, prices and colours that my main competitors use. This page was very useful to me as it told me all of my main competitors that my brands faces, and what they do to set their brand out from others.. Carrying out research on my competitors taught me how to present my brand in a unique way which will separate it from others, while also appealing to the target audience.

Customer ProfilingBy researching my stereotypical customer, this has helped me a lot with the design of my direct point of sale, allowing me to design it more suitable and attractive towards the potential customer. Through research on my potential customers it has helped me with the design, colours and interaction of my direct point of sale.

Customer Profiling

Competitors