A Day in the Life....

For this section of the assignment, I am going to consider how my products would be useful to consumers throughout their day.

A handbag with compartments:

Daily women face the same annoying issue of looking for something in their handbag that they just can't find. This could be keys, a lip gloss, a mirror, anything.

With the built in compartments on my handbag, consumers will no longer have this problem, their handbag will no longer be a bottomless pit. Now they can go straight to the compartment where they know they keep specific items. This will save consumers time, and aggravation and generally make having a handbag more convenient.

Sunglasses:

Sunglasses will come in handy for anyone. The weather can be unpredictable, and the consumer may not have planned for a sunny day when they have left the house. By purchasing a pair of my reasonably priced sunglasses, they will find themselves always prepared. The packaging is compact enough for their handbag, especially the MAC handbag, so there would be no reason to not keep them in there at all times just in case.

Suitcase:

A suitcase is not an everyday essential however my design would be perfect for regular travelers, or beauty therapists/make up artists with lots to carry. It saves carrying an over sized heavy bag, instead consumers can now wheel their things and not have to take any weight or strain from the items they need with them.

Charm Bracelet:

Similarly to the suitcase, the charm bracelet is not necessarily essential to everyday life for MAC consumers. However the bracelet will go with almost all outfits and accessories therefore is an absolute must if consumers are after a product that they can wear everyday, that is comfortable, fashionable and trendy.

Final Designs All Together.......

Customer Profile Board for MAC

This is the customer board I have created on Photoshop for MAC

Final Board for Suitcase......

PROMOTIONAL Poster/Flyer for Suitcase

I designed this small poster/flyer on Photoshop. It will be displayed in stores upon counters in order to encourage customers to visit the mac website to purchase the product.

Suitcase Marketing Information - 4 P's, Life Cycle, Target Customer etc..

Now that I have my finished design for my suitcase, I am going to consider how I will market the product and how it will be priced etc.

4 P's

PRODUCT/STYLE/FUNCTION - The product is a cabin trolley suitcase. It has 4 wheels so it can be pulled or pushed standing flat. Inside the suitcase there is a separate compartment just for make up and liquid products.

The MAC logo is printed on the front in 3D, and the suitcase has white detailing all over.

The suitcase is 35L in size, so just the right size for short trips or hand luggage for a flight.

PLACE -  This product will only be sold online as it will be too big to be sold in stores. Not many could be put out on display, as this is just an additional item for MAC, whereas their main products are still their make up, and this is the main reason customers will be going into stores, therefore this product may be in the way in stores, so online sales would be best.

PRICE - I have decided to price the suitcase at £44.99

I think this is a suitable price, as it is more expensive than the luggage I looked at from Matalan, but cheaper than the likes of John Lewis, Debenhams and Samsonite, therefore there is an incentive for customers to come to MAC for their luggage as it is cheaper but the products will be reliable still as the brand is a respected brand known for their innovation and quality.

PROMOTION - I will promote this product in store via fliers, as the product won't actually be sold in store. It will just be online at www.maccosmetics.co.uk

MARKET LEVEL

Middle to high market level.

TARGET CUSTOMER

My target customer for this product would be both men and women, as the style and colours of the product are quite unisex. Both men and women need luggage to travel, and this type of product would appeal especially to business men and women who travel a lot. The product is also aimed at beauty artists who have a lot of make up to transport, especially mobile make up artists, as the case has a built in make up section to keep essential products like this separate.

For those using the case not for make up purposes, they can use the compartment for their liquids that they need to take in their hand luggage.

PRODUCT LIFE CYCLE

People are always travelling and working therefore this product can be around all year round.

It will be most popular during the summer months due to people going on holiday, however there is no reason why the product wouldn't continue to sell all year round due to its classic style and the constant need for travel luggage for those who travel regularly.

Suitcase Final Design & Packaging..

My final suitcase design is shown below.

The suitcase is black with white detailing.

The Zips are white, as well as the handles and the handle attachments.

The MAC logo on the front is also white but is 3D so it stands out.

The top of the case isn't totally flat, and has a faint curve like I mentioned before for the 'M' shape.

The suitcase is made from black polyester. I chose this material as other suitcases I have looked at seemed to be made from this fabric.

The packaging for an item this size would be quite costly, therefore customers could either wheel the case out or there would be store shopping bags strong enough to carry one in.

The shopping bag would be made of this strong paper/card.

Photoshop Print Screens of me Creating the Suitcase....

Suitcase basic shape off WGSN...

On WGSN I found a few key suitcase shapes that I liked.

Below is an image of the shape I am going to use and change to suit my design.

I find Photoshop easier to use than illustrator so I am going to create the design again on Photoshop.

Suitcase.......First hand Sketches...

Below is a sketch I did for my initial ideas for my suitcase...

My initial idea included a black suitcase with the MAC logo on the front with a 3D effect. The top of the suitcase would have a waved shape to look like an M shape. Obviously the M shape couldn't be as distinct as the letter or the case would be hard to open, however customers would be able to tell it was the letter M that was trying to be created.

I will now try and see during my design process if the 'M' at the top of the case is practical.

HANDBAG FINAL BOARD..........

Handbag Marketing Information...4P's, Life Cycle etc

Now that I have my finished design for my handbag, I am going to consider how I will market the product and how it will be priced etc.

4 P's

PRODUCT/STYLE/FUNCTION - The product is a black MAC handbag. The style of the bag is a large satchel made of a black Mock Croc material with dipped gold buckles.

The bags function is to provide a suitable bag for MAC customers old and new to carry around their possessions including their other MAC make up products, safely and fashionably.

PLACE - The bags will be sold in store and online. Those sold in store will be on a small stand as to not take up too much room in the shop, as MAC stores tend not to be huge. The majority of sales will come from online buyers.

PRICE -  I have decided a suitable price for the handbag would be £79.00

This price sits the bag in well with its competitors such as Topshop and Zara, and is also an affordable price for MAC customers.

PROMOTION - Similarly to all the products I have created, the product will be promoted via word of mouth and A-list events.

With this product being big, in store advertising is less essential than it is for the smaller items like the bracelet and sunglasses, as with the bag, customers will notice it as soon as they walk in the store.

The bags originally will be positioned by the shop window so customers passing by will notice them.

MARKET LEVEL

Middle to High Market Level.

TARGET CUSTOMER

The target customer for the handbag is the same as the whole brand. Women aged 18-30. I think this is a suitable age bracket for the style of the bag, which is both trendy, stylish and fashionable.

PRODUCT LIFE CYCLE

The handbag is to be launched with the other products in Spring Summer 2013. However I think the bag will be an all year round product. Black handbags are classic so can be used any time of the year. Also with the bags style being pretty simple and classic, it means it won't go out of fashion like some unusual designs that exist as FADS. I anticipate this product to be a FASHION item.

Handbag FINAL Design.......

Below is an image of my final design for my handbag.

The bag is a large satchel, made of a black 'Mock Croc' material with gold dipped buckles and the MAC logo embellished on the flap.

Inside the bag there are separate compartments on the sides where make up brushes and other make up products from MAC can be stored.

I created the bag on Photoshop by taking a basic handbag shape from WGSN's key shapes for SS13, and I changed a few details including the pocket style on the front of the bag. I also added the MAC logo and mock croc effect and made the buckles and buttons look a gold colour.

Handbag Packaging....

The packaging for the handbag will simply be a large shopping bag.

I considered the bag coming in a box to look more luxurious however decided against this to be more eco-friendly, so instead I have opted for simple packaging in the form of a paper/card shopping bag.

I have designed the bag on photoshop....

From a google image I have taken a plain black shopping bag, added a white handle and the MAC logo.

Handbag Design..

Original Image..

Photoshop print screens ...

Finished Board for Charm Bracelet...

CHARM BRACELET PROMOTIONAL POSTER....

I have created a small flyer that could be displayed in stores running up to the release of the braclets to make customers aware of the product.

The flyers would be displayed subtly around the store as it is not really MAC's style to promote in this way. However as it is a completely new market, this form of promotion is necessary.



Charm Bracelet Marketing Information...4P's, Life Cycle etc

Now that my charm bracelet has been designed, I am going to begin thinking about how to market them including their life cycle, 4P's, market level, taget customer and sustainability etc.

4P's

PRODUCT/STYLE/FUNCTION - The product is a silver charm bracelet which comes with a standard 3 charms; letters M, A and C. However there are other charms available to buy to add on to your bracelet including a compact mirror and a lipstick.

PLACE - The bracelet and charms will be sold online and in store.

PRICE - Upon completing my market research I have decided to price the basic bracelet with the 3 letter charms at £59.99

The individual charms, the lipstick and the compact mirror would cost an additional £19.99 each if customers chose to buy them.

I think these prices are definately reasonable due to the bracelet being made from silver and being trendy and something new to the market.

PROMOTION - Similarly to how I will promote the sunglasses, I will promote via word of mouth, A List MAC events, and to originally launch the product, there would be advertisements in stores and staff would be upselling the product. As the product is completely new to MAC it would be important for customers to take the product seriously and see it as just as good as its competitors like Pandora and Links of London. This would be done by staff selling skills. Staff members could each wear a bracelet too so customers could see what it looks like and be encouraged to buy one.

MARKET LEVEL

The market level of the sunglasses will fit in with the same as the brand as a whole, Middle to High market level.

TARGET CUSTOMER

The target customer for the bracelet would be women aged 16 - 30. As charm bracelets tend to be a youthful type of jewellery, I have lowered MAC's usual target age to 16, as I feel this product would appeal to those that bit younger. However the product would also be aimed at women going up to the age of 30, as it can be kept simple by not adding too many charms, which can add a bit more maturity to the bracelet.

PRODUCT LIFE CYCLE

My bracelet wouldn't necessarily be seasonal even though it is to be launched at the same time as the sunglasses in Spring Summer 2013. Therefore this product could have a long life cycle, as new charms can continuously be made in order to encourage customers to continue buying into the product.

Charm Bracelet Packaging...

For the packaging as I mentioned earlier I took a standard bracelet box image off google and edited it on photoshop so it was the right colour and displayed MAC's logo.

The box would be made of thick cardboard similar to the materials used by Links of London for their packaging.

The image below shows what my bracelet would look like when displayed in its box.

Below is an image of the box when it is closed. The box would look like normal MAC packaging for their make up products such as their bronzer.

On photoshop I added a gradient to the top of the box to give the effect of a hinge when the box would open.



CHARM BRACELET FINAL DESIGN...

Below are my final designs for my charm bracelet.

The first one is the standard bracelet that customers will buy first with just the M A C letter charms on it.

The second is the bracelet with the extra charms available to buy individually and add on to the original bracelet. This will encourage customers to almost create a hobby out of their bracelet by buying extra charms every so often.



Creating the packaging on photoshop....

On Photoshop I also ave created the product packaging.

I have taken an image of an open jewellery box off google images and changed in on photoshop to look like MAC packaging.

Original image:

During Photoshop:

On Photoshop I changed the box colour to black, erased the white label and added the MAC logo to the lid of the box.



Charm Bracelet Photoshop Print Screens