3rd
FCM Media Innovation: Final Year Project Proposal 3
Name : Michelle Leong Wai Leng
Student ID : 1081102109
Brand : Scholl
Product Category : Beauty, Cosmetics and Toiletries
Information
· Dr. Scholl's is a division of Schering-Plough, "a global science-based health care company with leading prescription, consumer and animal health products."
· The brand specializes in foot care products since the founder, William Mathias Scholl invented his first product, the "Foot Eazer", in 1903.
· The company was born in Chicago (USA) in a small shoe store specialising in comfort and specialist footwear.
Market situation
· The brand is targeted to teenagers and young adults especially female who like/need comfort foot wear and foot care.
· The reason of making female as their target audience is because the number of females in workforce has increase dramatically since the 1950's, and they seek for latest fashion which is presentable and comfortable.
· According to the High Heels Survey based in America, 72% of women wear high heel shoes and 42% of these women admitted to wearing uncomfortable shoes.
· Foot Care Products in the US had a 5.7% sales increase, with sales reaching $793 million over the counter medication and device sales.
Issue and Problems
· The company has a loyal and solid customer base, and has seen constant, but slow growth over the past few years.
· Historically the brand have been marketed to an older demographic
· Products are very similar to those offered by competitors.
· The products are often expensive compared to other company products.
Ideas/Concepts
· Introduction of the brand to the younger market.
· Expand and improve existing products and also discover, develop and acquire new products to the consumers.
· The introduction of the products accompany by print, radio, TV and internet advertising can easily generate a buzz that these are the must have foot products.
Citations/References:
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