Design and Technology

Bradley Smith

Lynx is a brand of male grooming products, owned by British-Dutch company Uniliver and marketed for the young males demographic. Lynx or Axe was launched n France in 1983 by Uniliver. Lynx have many different advertising skills for example how there TV ads are made for a younger target audience (12- 18 year olds) because there videos are inspirational for teenagers to get girls . I think that if Lynx didn’t have these international adverts then they would not be as worldwide as they are.

Hackett is an upmarket British gentleman's designer company found in 1983 by Jeremy Hackett Ashley Lloyd-Jennings. Because Hackett are a old company a lot of their advertisement are old fashion but sophisticated and their target audience are aimed at business men aged from 20-40 year olds.

Grooming Brands

Mr Natty is a brand that is made in England which specialises for male grooming for example: Hair wax, after shave and shave oil. Mr Natty uses a different style of advertisement which is seemed to be for elder men with moustaches, I think this is because young men (20-30 years old), are finally able to grow facial hair and I believe it is inspirational. Mr Natty reminds me of a very old fashion Barbour shop because of the text used through out the products.

Fish is an English company and began with two staff in 1987, then in 1995 Harrods sold their waxing products and in 2000 Fish launched their whole product range in Boots. Fish is a brand that they advertise with celebrity’s such as Russell Brand and David Becham which are known for there iconic interesting hair styles. Fish are products for men and women which gives them a bigger target audience also I think there target age group is 16- 30 year olds.

Grooming Brands

I have chosen the brand Old Spice because I believe that they use to target their products at the older generation because of their Old Spice original range which began in 1938. But on the other hand I believe that it is advertised to a younger

generation because of the adverts they create being silly but funny. For example the advert of the black man using is muscles to play instruments, this makes a younger generation aspire to be muscular, but I believe Old Spice are also trying to advertise

their product to black people. I even brought a deodorant of Old Spice original because I like this brand so much, and I am very happy with my purchase. I have chosen this product because not only does the adverts make me laugh but also

because of the musky smell which smells very bold and grand.

Old Spice is an American brand for male grooming products. The original producer of Old Spice was founded in 1934 by William Lightfoot Schultz. The first Old Spice

product was intended for females but then was made for men the year after in 1938.

Good• Eye catching to the customers.• Clear and obvious of what the brand

is.• Suitable to the product.• Located in a certain place in the shop. • Accessible to the customer.

A point of sale unit is a specialised form of sale promotion, they are made to draw the customers attention to the product. Point of sale display units could be used for a new product or a special offer.

What Is a Point of Sale Unit?

What Is a Good & Bad Point of Sale Unit? Bad

• The point of sale unit is not safe.• Doesn’t advertise the brand well.• The unit is not stable.• Does not tell the customer the price of

the product.

I think that this point of sale is great because it advertises

the brand well with eye catching colors and is also in

an ideal place in the shop being able to get to it and

also is at head height. I believe this point of sale suites its target audience

being women because of the bright pink and white colour

scheme.

This point of sale is one of my top 3 because it stands out and is interactive with the customer. The colours

are very bright which makes it stand out in the shop because of its bright

colours due to the different colours/flavours

of the other lollipops.

This point of sale is also one of my top three due to its

yellow attractive colour and also how all of the ‘foot care’

products are all under one stand which helps the customer for his/her

purchase. The stand is suitable for all the products because of the shelves that

hold all of the items.

This point of sale is a stand of ‘Pocket Money

Toys’ which is great because the stand is not too tall so that children

can pick which item they want to show their

mother and is also easy to take of the rack this means it is interactive.

This point of sale is a stand which I believe is very poor because I believe if you are

buying glasses the first thing you take in mind is how they

look and there is no mirror on the sunglasses stand, also this

point of sale is not eye catching and doesn’t

advertise the brand well.

This point of sale is not expensive to

manufacture due to its cardboard cut out, which is normally found on the

check out desk. This point of sale is still

effective because how it is quite eye catching due

to the colors used and the picture. It is also very cleat that it is a case for

your glasses.

This point of sale is very bland only sticking to one color being red/ pink which doesn’t really stand out to

customers. This point of sale des suite its target

audience because of the shelves the

products are on.

This point of sale is one of my top three because of

many reasons such as; the color is very bright and

suites the color scheme of the walkers logo, also the price is very clear at ‘75p’, also that cardboard is very

easy to manufacture.

This point of sale is eye catching as the promoting

image looks as if it’s a celebration of their brand

giving customers the impression of a quality and reliable brand that is worth

purchasing. The colour scheme is also effective as it matches

the various nail varnish colours that are available.

Point of Sale Displays

This point of sale is quite bland, with no eye catching

colours or features. The interactive stand is effective as

customers can browse the various cards for sale with

ease and at there own pace, however it could be improved

by giving it a more modern, professional look with bright

colours.

This point of sale looks very basic and dull, most

sunglasses stands have mirrors for customers to use whilst testing the products

therefore this should be added for customer

satisfaction. The lower sunglasses for sale are hard to reach and therefor could be a problem for disabled or tall

customers.

This is not a point of sale, the lack of advertisement

fails to promote the different products and is

not relevant to the brands for sale. It is also

unattractive with no sales prices, overall it doesn't stand out in the shop.

This point of sale is one of the worst I

have seen in any shop due to how basic is

and also the position of the sale in the shop being on a low shelf.

There is also no indication of the

prices on the item which I believe is one

of the key things a customer looks at

before buying.

Point of Sale Displays

Brief SituationI will be designing a new point of sale

display unit for a male grooming company, the brand I have chosen is Old Spice.

I think a situation with Old Spice is that they have recently completely changed the age group and also even the ethnicity which I feel has lost many of the elder customers.

Aesthetics:Modern, art deco, high range materials, pop art, strong, interactive, eye catching, sleek, simplistic, light, hidden, vintage, retro, minimalistic, organic shapes, straight lines.

Cost to Manufacture:Expensive- high range materials, well manufactured, strong and durable.Mid-priced- popular materials, Cheap- bad materials, easily broken, temporary and less safe.

Safety:Sharp edges, easily broken, stable, strong, durable, ergonomic, well manufactured, accessible, tagged to prevent theft, screws covered, nails covered, smooth, no small parts, wiring covered, wiring insulated, no tripping hazard,

Color:Bright colors- red, blue, yellow, pink, green.Dull colors- black, white, grey

Function:Bracket, shelf, simple, advertises well, uncomplicated, light up, bright, spray fragrance, interactive, touch screen, plays music, theft cord.

Materials:High end materials- carbon fibre, stainless steel, gold, oak, mahogany.Mid end materials- aluminium, glass, pine. Low end materials- cardboard, MDF. Recyclable?

Environment:Chemist, supermarket, corner shop, post office, by the till, stand, shelf, up high, accessible, outside.

Customer:Young, teenager, elderly, adult, wealthy, rich, poor,

Size:Tall stand, high shelf, tray, large, medium, small, accessible, suited to the product,

Social Media:Twitter, Facebook, YouTube, adverts, Bebo, QR codes,

Task Analysis

Links FXLogical – I believe it is very logic to have the brand name displayed clearly on the point of sale unit so that the customer can clearly

identify it’s brand. I also think that the actual product that is being advertised by the point of sale unit, should be on display so the customer can pick up the product have a feel of it and test the product. It is also logical to have the price of the product on the display unit so the customer can become clear of if the price is in their money range and for the size of the point of sale unit to not be too big and not too small. The positioning of the point of sale unit should be on right hand side as you enter the shop because this is the place customers normally go to, the point of sale should look clear and obvious to what product it is advertising.

Illogical – If the point of sale is too interactive for example, it has a TV or it play’s a song, this may put of some of the customer to going over to that certain part of the shop to look at the product. Giving out too many free samples of the male grooming product is illogical because you may end up loosing more money than gaining money from actually selling the product because people may just take multiple free samples.

Needs – The brand will have to have its brand advertised in larger text on the display unit to make the customers know who has created the product,. It also needs to attract the attention of the customer by being eye catching or having some sort of interactive feature, which pulls the customer in. The product on display will have to be secure so that it is prevented from theft, by having some sort of cord from the point of sale unit, or having a tag on the product.

Keeps – The thing on my point of sale display unit that I would keep would be that it draws the attention of the customer, it is eye line with the customer, it advertises the product well and that it advertises the brand well by being bold and large.

Scrap – The thing I would scrap from my point of sale unit is that it will not have a TV because it will cost a lot to manufacture and might put customers off,

Form Vs Function – I want my point of sale unit to look really good so that it attracts many customers and makes the customers want to buy the product my point of sale is displaying, but have not many functions because I feel too many functions may put the customer off and also it costs a lot to manufacture functions for each point of sale unit.. So will settle with 75% on the form and 25% on the functions.

X Factor - My point of sale will be unique and stand out from other point of sale units because of the wooden locker theme which will be interesting and will draw the attention of customers.

Initial SpecificationAesthetics – I believe that the colour for my point of sale should stand out to the customer by using materials that point of sale units do not usually use for example old oak wood panels for the base because how Old Spice is quite rustic and reminds me of boats because of the adverts seen on TV of Terry Crews being on an island. I also feel that it should look modern because this will help the unit stand out in the shop to attracts the customers eye.

Cost – The cost of my point of sale display unit will not be too expensive because their will not be many functions but the material that I will use will be oak wood which will cost quite a bit, but will be worth it because it will stand out in the shop.

Customer – My point of sale display unit will aim to attract men for ages 16-50, but the customer that normally buys the male grooming products are women from research I have discovered because they are the person that normally goes shopping for the husband or child. So the point of sale unit will have to also attract the female gender.

Environment – The environment for my point of sale display unit will be anywhere where the product is being sold for example, chemists and supermarkets. It should be located in the area where male grooming products would be found, and should be on the end of isle so that it is the first thing the customer will see.

Size – The size of my point of sale display unit will be medium size so that it stands out in a shop to customer and also is not too big because it will be hard to deliver to the shops and will be too heavy because of the oak material I will be using.

Safety – The safety of my point of sale display unit will be safe by not having wires that are on show because this may cause a tripping hazard. Also my point of sale display unit will be stable by having plastic gripped feet to stop the point of sale from falling of a shelf.

Function – The functions of my point of sale unit will be very limited because most of the money that will be in the product will be its material, but the theme of my POS will be a wooden locker which will need a spotlight to shine on the product.

Materials – The material of my point of sale display will be made from old oak because it fits with the theme of my brand, it will also make my POS very attractive because of its interesting style.

Research and Time Plan

Questionnaire:I will be creating a questionnaire to find out the preferences of my target

audience. This will then give me an idea of an appropriate product which meets my target audience wants by asking them effective simple and multiple choice

questions.Environmental Snapshot:

By taking an environmental snapshot will help me think about where I want to locate my point of

sale in the shop. I will find the product Old Spice in a shop for example a supermarket and will

take an image of how the product is displayed to the customers but also look at where it is actually

located for example, next to the skin care products. I will also consider the colors around

the products and the size of the existing point of sale display units for male grooming products.

Product Assembly:I will be looking online

and also going into shops to find out the

different types of assembling for

different point of sale units. I will be looking at the different types

of materials for example acrylic and cardboard used and

also if they are already made or the shop

employees have to make them their self.

Person and Product Interaction:I will visit a shop for example Boots, and I will watch carefully peoples

behaviour when looking at point of sale display units. I will find out how they interact with the POS for example how they test the product and how they hand the product. This will then help me greatly in finding ways to make my point of

sale display unit more user friendly.

First Hand Existing Design Analysis:I will research different point of sale units, by going to different shops that sell fragrances and asking a member of staff if I can take pictures of their POS units.

This will help me find out what makes a good and a bad point of sale display unit. For each point of sale unit I will be using ACCESS FM to analysis the POS in

real detail.

Mood Board:I will create a mood board by inserting a numerous amount of

images that relate to ‘Old Spice’ the male grooming brand. I will insert pictures of different material I will want to use, the style of the product, the colors, the textures and the themes.

Customer Profiling:For my customer profiling I will be asking questions to people

that already purchase Old Spice things such as what type of car do you have, how old are you, what type of house do you have

and do you wear designer clothes. This will give me a better understanding of the type of people my target audience are.

Brand Profiling:I will be looking at the brand from the very start all the way up

to the year 2012, this will help me see how Old Spice has changed over the years for example how the logo has change, how the target audience has changed. I will use the internet to help me find out all of this information because I believe it is

the easiest and more detailed.

Mood Board I have chosen these items, advertisement and materials because I believe it represents Old Spice for example how the wood reminds me of quite a rustic look and also how wood is used mainly in gyms which is represented by how one of the Old Spice adverts is of him tensing his muscles to create ‘muscle power.’ I also feel that the type of men that buy Old Spice are interested in model women and also want to have the top designers clothing to look suave.

Brand Profiling

1930’s

1940’s

1950’s

1960’s

1970’s

1980’s

1990’s

2000’s

2010’s

In 1934 the Shulton company original producer of Old Spice, was founded by William Lightfoot Schultz.

The first Old Spice product was intended for females, which was introduced in 1937. In 1938 they changed there target audience completely and started making it for males.

In February 1993 the clipper ship was replaced by the yacht logo.

In early 2008, the original Old Spice scent was repackaged as "Classic Scent," both in the after shave and cologne versions.

In 2006 Old spice shaped their cologne products as buoys. Also in 2006 they won FHM’s grooming award for best sporty fragrance.

On July 14, 2010, Old Spice launched the fastest growing online viral video campaign ever, garnering 6.7 million views after 24 hours, ballooning over 23 million views after 36 hours.

The first Old Spice after shave product, introduce in 1937, was intended for females. As you can see the logo is different to how it is now, but the bottle has stayed the same shape as a buoy.

I believe this product was sold to customer in late 2007, this show you how the logo has changed, but how the bottle has stayed the same for old customers to recognize the product

Customer Profiling While observing customers that buy Old Spice products from the shop Boots, I noticed that a large population were mothers which were buying for their sons, partners and teenagers. A very small population of people buying the product were the older generation of men because of how Old spice were quite popular in 1940’s. Their was a mixture of white and black people. These customers fit into my intended target market. When I spoke to one of the staff I asked who intends to buy the product Old Spice and they replied mainly mothers that are buying for their sons.

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First Hand Existing Product AnalysisThe aesthetics for this point of sale unit are very eye

catching due to the different colors representing the different types of fragrance. The cost of this point of sale unit would probably be quite expensive due to it being made of wood and acrylic in large amounts, but it can be re-usable by sticking different products of brands over the existing unit. The customer that would be buying this product would be around twenty due to its sweet summer smells which relates to the color choice. The environment for this eye catching point of sale unit is in the shop Debenhams, located in the fragrance section. The size of this unit is about five feet length, one feet width and 1 feet depth, which I feel is a very good size for a POS because it made me look at it first because it was at my eye line. This POS is very safe due to how much it stands out in the shop, the space around the unit and having no wires to trip on. There is no functions within this POS unit because it doesn’t really need any but maybe a light in each shelf to advertise the product better.

The aesthetics for this point of sale I think is quite pleasing with the plastic roses and a the good choice of female colors, but it doesn’t have a quality finish. The cost for this POS unit wouldn’t be very expensive due to the material being very cheap and how it is mass production made. The customer that would buy this POS would be a women, I know this because of the colors used and how Juicy Couture is only made for women. The environment for this POS was as you can see was at the end of an isle in the fragrance section this was one of the first things that I saw when I walked over to the section. The size of this point of sale was I think an reasonable size for a ground standing unit, and Is perfect for the average height women. This unit was very safe because it was securely on the end of an isle and had plenty of room around it for customers not to trip on. There wasn’t really any functions on this point of sale unit apart from a tester, but functions are not usually used on cardboard point of sale units. The materials that it was made out of were cardboard which is a very cheap material but is effective because it does the job. This makes it a very easy manufacturing process and is also recyclable.

This a POS unit is I feel is very aesthetic due to its expensive look using the color gold which grabs your attention straight away. The customer for this product would be someone who likes the smell of the fragrance and is a women. The cost for this POS I feel would be quite expensive because of the materials used but because the size of the unit is small there wouldn’t be a lot of materials used. The materials used are stainless steel and clear acrylic over the photograph of the women. This point of sale is very safe because it has rubber feet to stop it sliding of the surface. It is also relatively heavy due to its high quality materials. The functions of the unit is that there is a tester which is good for the customer to interact with the product. The customer for this unit is women due to the poster of a women on display, also the colours that are used are purple, pink and gold which is aimed for women that are into the designers to look good. The environment for this POS was on the counter where you would pay, this is for customer to test the product while they are waiting to pay. Which makes the customer try the fragrance.

The aesthetics for this display is very eye catching because of its tallness and the colours are effective because of the brands style. The cost of this point of sale would be quite expensive due to the amount of materials used and the quality of the POS. the customer buying this product would be female and men because of the different colours for each product and also because it had a poster of a women on one side advertising the product even more. On the other side there was a poster of a man advertising the male product. The environment of this point of sale was in the fragrance section in Debenhams and had plenty of space around it for customers to walk round. It was also in the middle of the males and women section because it has two different genders of fragrance. There is no functions within this POS unit because it doesn’t really need any but maybe a light in each shelf to advertise the product better. This display is very safe because of the space around it and also how it is secured to the floor to stop the point of sale being knocked over. The materials used is wood and acrylic which doesn’t make the point of sale too expensive.

First Hand Existing Product AnalysisThis point of sale unit can be

displayed at the counter of a store to persuade the costumer to make an impulse buy. It would be found in a high end store as it has a top quality finish and the materials used would be plastic and metal which would be more costly. The colour scheme looks professional and links to the brand, in particular the gold strip of metal around the display is a similar colour to the fragrances colour, this makes it stand out instantly drawing the attention of the costumer. However as it is so small it can only be placed on the counter of the store where some customers would not see it, only ones that approach the counter therefore relying on the richer costumers who can afford the impulse buy.

A great colour scheme instantly drawing your attention and a unique design which uses an expensive looking shinny plastic with a good finish in the shape of the product on sale. This will attract many costumers and is placed in an area of heavy footfall, however as it is such a different design it would have probably cost a lot meaning only a really high end brand name can create these types of point of sales.

Very unique design instantly draws attention because of the circular shape and use of electronics to light the point of sale up. This would make the unit cost a lot more then others units and the framework has been made completely out of glass also adding to the cost. However it adds to the units professionalism and exclusiveness. A Smart colour scheme as the blue contrasts with the white bottle of aftershave and a floating effect has been created as the bottle is encased in glass making the product more desirable. It would attract a wide range of costumers as the POS is exclusive. The environment would be somewhere at the till so that the customer interacts with it while waiting to be served.

This point of sale is very unique and the aesthetics of it really grabs the customers attention. This is a very safe product to have on sale because it has heavy materials and the environment of this unit would be on a counter or a shelf of where the products are being sold. This POS would be quite expensive due to the making of the display would be very difficult to create the complex shapes. The materials used would be a well polished acrylic, which makes it look very stylish and expensive. The functions of this unit is that the product is interactive by being able to take of the stand and spray onto their skin. The size of the unit is quite small but fits its purpose of sitting on a shelf.

Environmental Snapshot This is an image that I have took in Boots at

Bromley Glades, as you can see old spice is on the second and third shelf closest to the camera. Old Spice is most definitely the most eye catching products on the shelf due to their bright red color theme. Old Spice’s products were located under the men’s section in the deodorant isle which was the second isle on the right hand side when I entered the shop. In Boots there wasn’t any men's deodorant point of sale display units but opposite the isle there was two men's fragrance POS’s of the brands ‘Dolce and Gabbana’ and ‘Giorgio Armani.’ I feel atthe ends of the isles thereshould have been a point of sale display unit that was advertising one of the products/brands but there either wasn’t anythingor it had no relevance to its isles category.

Questionnaire In this questionnaire I have asked fifty members of the public from two different towns, trying to target a mixture of age group, gender and ethnicity. This has helped me out find out what the customer think, and what they want in a point of sale unit. On the left you have the results from the questionnaire.

These are the following questions I asked:

What age group do you think Old Spice are targeting?

Under 16 16-25 26-35 36-50 51+

What features would you like on a point of sale unit?

Lighting Testers Sound Effects Video Storage

What size do you like a point of sale unit?

Extra Small

Small Medium Large Extra Large

Where is the most popular place to find Old Spice products?

Boots House of Fraser Supermarket Superdrug Other

Where about in a shop would you most likely see a POS unit?

Counter End of an isle Escalator Doors Other

What materials would you like to see on a point of sale?

Wood Carbon Fibre Stainless Steel Glass Acrylic

What attracts you to a POS unit ?

Colour Interactive The Product Sounds Other

What point of sale do you remember? Comment:

Person and Product Interacting

When I went to Boots in Bromley I stood just of a point of sale that was advertising fragrances and I observed it for ten minutes and watch how the customer would interact with the product. I don’t this with two different point of sales as you can see below.

When I was observing the first point of sale a male aged about twenty two walked up to the ‘Ed Hardy’ point of sale unit after about one minutes of me waiting. He sprayed the fragrance on his wrist, took a smelt and because he then sprayed it on his neck, I guess he liked it. He picked up the product which was being stored next to the tester in the point of sale display unit and took it over to the till to pay. I think the customer was very attracted to the POS because of how tall it stands in the shop and how it advertises the brand name well which ensured the customer to buy the product.

The second point of sale that I observed was Joop! Jump! This took ages for someone to interact with, but when a women did come over she sprayed in the air and walked into the smell. It was quite obvious she quite liked it, but didn’t know where to actually buy the product because there wasn’t any products being sold near the POS which I feel was a huge disappointment and put the customers of because she gave up looking for it, and walked out the shop. Although the POS did catch her eye because it was very tall (around 7ft) and looked aesthetically pleasing, it didn’t make her buy the product due to the point of sale function.

Product Assembly I found out how different types of point of sales are assembled depending on their material and size and how they are transported throughout different countries. Depending on the material, point of sale display units are normally made out from cardboard, plastic, glass or wood. All of these materials are very easy to assemble and are normally packaged flat packed. When shops order point of sale units, they would must probably buy a mass quantity amount of the product and the point of sale would come free.

I found out that Cardboard is one of the most popular materials used for point of sales because they are recyclable. They normally come in panels of cardboard in flat pack carton, this is great because it is not heavy, not bulky, and is not fragile. They are also very easy to make by coming with instruction and require no bolt and nuts. Although cardboard is not very strong only being able to hold small weighted product it is ground standing which is ideal for supermarkets.

Further SpecificationMy Point of Sale Will:• Use very bright colours that will match the theme of the brand that I have chosen because when I visited Boots,

the point of sale display that drew my eye the most, was the colours that were most attractive for example bright reds and blues.

• Have the brand clearly displayed in very bold writing on the point of sale display so that customer can recognise the products brand straight away, I have learnt this from going to different shops and taking pictures of successful existing point of sale units.

• Not be too small due to it will not stand out and draw the customers attention to it on the shelf. Not be too big due to the cost of the amount of materials and also I have found out that many supermarket shops do not have much room for free standing point of sale displayed units, this also would be a problem for customers with trolleys.

• Be made from not too expensive materials such as wood and acrylic, this will give it a professional look and will also suite the theme of the brand that I have researched.

• My Point of sale will be modern because the POS’s I have seen in the shops are mainly modern using not complicated shapes this makes it stand out making the unit look bold in the shop.

• Have the same font style as the brand name, this will make it look professional and also allow the customer to recognise the product without looking at the brand name.

• Be very safe by not having any sharp edges, loose wires and being stable and well made, this will make the unit last longer. When I have been doing my research not one point of sale I looked at was not safe, this means my POS must follows these expectations.

Summery of Research

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• 6-25 year old as a target audience.

• Displayed at the end of an isle in the shop.

• Having the product to buy next to the POS.

• Interactive feature on the POS.

• Place near front of shop• Positioned in the same area of

other men's grooming products.

• Able to test the product fromthe POS unit.

• Theme of the brand on the POS unit.• Brand name on the POS unit.

• Eye catching to the customer so that the POS unit will stand out.

• A lot of POS unit are made from cardboard.

• Make the customer interact with the product.

• Replace the clipper ship with a yacht for the new Old Spice logo.

• The POS unit will be modern.

•

• Using medium priced material such as, wood,

acrylic and metal. • POS unit will be stable.

• Unit will be interactive with the customer.

• Will have a light inside the POS unit to spotlight the

products.

50 Sketch Ideas1. On a Bicep 2. On a Boyd3. On a Yacht4. In a Gym locker 5. On a Weight6. On a towel7. Floating in the sea 8. In Terry Crews hand9. On a red old fashioned chair10. On a mini running machine (constantly rolling)

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Concepts

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