7PS

THE 7 Ps

PRODUCT: The Pollution Protecting Primer with Malachite Extract targets 20-25 year-olds with a busy working lifestyle. The extract derived from the malachite gemstone consists of three elements - zinc, copper and manganese, that act as antioxidants which strengthen the skin’s natural defence system against harmful pollutants. In combination with tea tree and witch hazel, this primer will help to reduce skin inflammation as these ingredients are known for their antibacterial and calming properties. The packaging consists of a glass bottle to avoid disposable plastic use. The product has a pump to avoid bacteria from blemishes contaminating the product.

PRICE: The price of the product mainly depends on production costs such as formulas and packaging. The average price for TT&WH products is around £3,99, with the most expensive product in the range being the 2in1 charcoal nose strips at a price of £6,99. As the primer will use a new ingredient (malachite extract) and will encourage a new range of customers, the new product price will be above average at £7,99.

PLACE: As TT&WH is a Boots own brand, their current ranges are sold in store and online on their website. Boots UK has around 2,500 stores across the UK ranging from local community pharmacies to large destination health and beauty stores. The new product will be sold only in Boots stores, and on the boots website. Testers of the new product will be displayed in-store on the try-me stand, so the consumer can smell and touch the primer before purchasing. The product will also be featured as step 4 in the current presentation of the 3 step routine. (Mock-up shown below)

PROMOTION: TT&WH promote through above the line advertising by engaging with consumers on social media and by having their own Instagram account. Below the line advertising such as discounts and special offers offline and online are also used to promote the brand. The most commonly used promotions in Boots that TT&WH has also applied are 3 for 2 and buy 1 get 2nd half price. The new product will also be advertised through ATL and BTL and information about the product will be included on the banner above samples.

PEOPLE: Employees in Boots will have to know details about TT&WH products to help customers choose the right regime for them. Any questions can be asked by calling the customer service phone number which is indicated on every product and also shown on Boots website. Boots Customer Care can be contacted by email to find out more. The brand also engages with consumers on social media by having competitions and reposting images to the official TT&WH account.

PROCESS: To introduce the Pollution Protecting Primer to customers, a sample will be placed on "try me" stand for customers to experience the consistency and scent of product. Information about the new product will be given by employees and also shown on advertising material above the sample. If products are bought online, unused item can be returned within 35 days for a refund or replacement.

PHYSICAL EVIDENCE: All items in-store should be fully stocked on clean shelves, including samples. Physical evidence of the new product can be given by consumers on social media as TT&WH repost all posts with reviews about their products.