RevHy: Revolutionizing Hygiene in 2050 Henkel Innovation Challenge 2015 Valerie Garcia and Medina Ali
Our objectives To match market needs of 2050
Create a sustainable product
To ease the lifestyle of mankind
Create a marketing and sales strategy
We understand future market needs •
By 2050, the Earth’s population is expected to increase over 9 billion
•
World economy is projected to nearly quadruple
•
Growing demand for energy and natural resources as a result The Vision. N.p.: World Council for Sustainable Development, 1688.Www.wbsd.org. Web. 15 Feb. 2015.
Need
Product
Impact
Marketing Mix
Sales Strategy
We understand future market needs Peoples quality of life will be degraded for the following reasons: •
Higher scarcity of water
•
Increase in energy consumption by 80%
•
Huge spike in average world temperature
The Vision. N.p.: World Council for Sustainable Development, 1688.Www.wbsd.org. Web. 15 Feb. 2015.
Need
Product
Impact
Marketing Mix
Sales Strategy
We are reacting to future needs CIRCUMSTANTIAL PROBLEM
BUSINESS PROBLEM
Traditional way of bathing/ hygiene will be an expensive activity
Production & profit of Fa’s beauty product range will be hampered
Reason: • Scarcity of Water
• Water will be an expensive commodity
Need
Product
Reason: • Most of Fa’s product is waterbased • Fa products could become expensive Impact
Marketing Mix
Sales Strategy
We are reacting to future needs
AIM
Need
• A product sensitive to decline of world resources • Open new markets • Lower Cost • Sustainability in the 2050 • Capture Large Market
Product
Impact
Marketing Mix
Sales Strategy
We will Revolutionize Hygiene
It is a Spray product that will clean the body (except hair) in one go
Need
Product
It has an App. which enables customers/ users to control/track the product
Impact
Marketing Mix
Sales Strategy
We will change people’s routines Convenient
More control in their hygiene
Ease consumer Lifestyle
Save Money
Save Time
Need
Product
Impact
Marketing Mix
Sales Strategy
We will add more value to our products
Usage: All hygienic task under one product.
Need
Product
Retail: No need to buy multiple products
Impact
Safety and Health: Weather and personal hygiene reminders
Marketing Mix
Sales Strategy
We will sustain the environment
Need
Product
Impact
Marketing Mix
Sales Strategy
RevHy will tailor specifically to consumer needs Tailored to the individual’s body
Tailored to the individual’s specific actions
First step: Scan their body using the app Produce a 3D image of themselves in the app.
Need
Product
Impact
Second Step: Choose specific type of tasks while pinpointing at specific body part: > Clean full body > Sport > NurtiSkin > Yoghurt >Choose Scent > Moisturize > Select Body Area > Choose Scent > Deodorant > Sport > Protect > Natural & Fresh
Marketing MixProduct
Sales Strategy
Visualization:
Need
Product
Impact
Marketing MixProduct
Sales Strategy
Visualization:
Need
Product
Impact
Marketing MixProduct
Sales Strategy
RevHy will tailor specifically to consumer situation Tailored to the individual’s situation
Need
Product
Third Step : The app will track the molecules of the spray, and: •
Track molecules’ life
•
Track Refill levels
•
Weather Adjustments
Impact
Marketing MixProduct
Sales Strategy
Visualization:
Need
Product
Impact
Marketing MixProduct
Sales Strategy
Visualization:
Need
Product
Impact
Marketing MixProduct
Sales Strategy
Visualization: Fa’s RevHy App. Features: 1.
Data collection by 3D scanning
2.
Skin/Gender detection
3.
Detection of most probable dirt
accumulation sites
4.
Environment condition detection, E.g.- Weather, Temperature
Need
Product
Impact
Marketing MixProduct
Sales Strategy
Functionality Back-end
Intermediate
Front-end
1.Camera that scans and captures 3D images
1.Sync with auto skin detector
1. Auto and secure hotspot connectivity
2. Auto Atomization processor (spray formation)
2.Sync with Fa Body/ Beauty Product Library
2. Synced switch
3.Super cloud storage space
3.Optical Sensor
4.Temperature Sensor
4.Nano technology
Need
3. Power-cut proof
Product
Impact
Marketing MixProduct
Sales Strategy
Visualization:
RevHy Refills
Refills are inserted into the RevHy Monitor
*Can be formally put on the wall as shown here or Fa’s RevHy spray bottles can be carried around in people’s bag as an easy go-to hygiene fix.
Need
Product
RevHy Monitor RevHy Monitor is synced with the RevHy Application
Impact
RevHy App controls molecules in RevHy Spray
RevHy Spray
Marketing MixProduct
Sales Strategy
Target Audience: User Persona
Name- Lana Khan Age- 26 Height- 5’4 Weight- 63 kg Nationality- Lebanon Occupation- Sales Executive
Need
Product
Name- Mehran Saham Age- 40 Height-5’8 Weight- 82 kg Nationality- Moroccan Occupation- Engineer
Impact
Name– Jarrod Mock Age- 66 Height- 5’7 Weight – 70 kg Nationality- Bulgarian Occupation- Government Official
Marketing MixProduct
Sales Strategy
Our PRODUCT will be feasible
Atomization
Need
Digital Application
Product
Persistent Technology
Impact
Merge of Beauty Products
Memory Power
Marketing Mix Product
Digital Native World
Sales Strategy
We will strategically PRICE RevHy We will implement Bundle Pricing strategy for RevHy, by using current FA product prices. New of its kind - Price Setter
Not as Price sensitive as current products
Discounted Price for more Encourage People to switch to RevHy “Bundling” FA’s products into one
Need
Product
Impact
Marketing Mix Price
Sales Strategy
We will effectively PROMOTE Goal: For RevHy to become a “household name�. Why: More people familiar = cement 1st move advantage = trust a new product Short-Term
Long-Term
1.) Try our Products
Need
2.) Multi-Platform Advertisements
Product
Impact
Marketing Mix Promotion
3.) Pop-Culture
Sales Strategy
We will effectively PLACE RevHy We have a four-way approach with our distribution:
App 3 Consumers
Agent
1
Fa’s RevHy
2
Retailers (Supermarkets)
Consumers
4 Online
Need
Product
Impact
Marketing Mix - Place
Sales Strategy
Our product has Market Potential
Become a “Need� Product
Need
Repeat customers: Everyone has to shower
Product
Not restricted to certain demographics
Impact
Shift in world resources and demands
Marketing Mix
Capitalize on economies of Scale and Brand Loyalty
Sales Strategy
A permanent shift in consumer demands
In 2050:
• End of Business Life Cycle • No longer relevant • Permanent shift in consumer demands Need
Product
Impact
Marketing Mix
Sales Strategy
We will be dynamic against our competitors Case 1: Competitors follow suit.
Case 2: Competitors lower prices of existing products
Reaction: • Already have first mover advantage • Increase Promotion to cement brand awareness • Shift marketing communication theme to: “No. 1 trusted…” Need
Product
Reaction: • Promote extensively “All-inone” Product factor • Do not change prices.
Impact
Marketing Mix
Sales Strategy
We also have business potential beyond Multi Functionality Henkel can develop to other product lines: Schwarzkopf, Pril, etc‌
Need
Product
Lower World Resources
Increasing World Population
Fight to keep costs down
Low Production cost
Impact
Always New Markets
Marketing Mix
Sales Strategy
Questions?
Appendix + Deodorant (6.75oz) $8.75
+ Shower Gel (8.4oz) $7.50
=
$15.76 $19.70
Lotion (13.5oz) $3.45
Price (Now – Year 2015) = $15.76 Price (Later – Year 2050) = $27.47 (discounted by CPI from last 10 yrs)
Need
Product
Impact
Marketing Mix - Price
Sales Strategy