Following on from my moodboard and story board I have defined my ideas into the 7p's principles to give clarification over the product and brand that I wish to pursue.
INTRODUCING...BEAM BOX
Product features
Beam Box is a glow in the dark tent made using photo luminescent yarn. The material consists of fine thermal plastic film to which glass sphere are bonded with a water proof flexible resin on both sides. This yarn has the ability to absorb and store sunlight that is then continuously emitted in darkness. The product is free from radio active substances making it one of the leaders in glow-in-the dark products.
The pop-up action allows the consumer to pitch the tent in a matter of minutes.
Product quality
The Beam Box tent is produced using the highest quality photo luminescent yarn in production combined with the pop up action creates a product that is both durable, effective and easy for the modern camper.
Product style and design
Beam Box is a three-man pop up tent that does not require separate poles of fly sheet.
The measurements are:
Peak Height: 47 inches Dimensions: 94"L X 74"W Weight: 9 pounds Door and Window: Fine mesh screening Design: Self-erecting tent with Spring Steel Frame Fire Rating: CPAI-84 Folds down to 38" Diameter X 1.5" Thick
Brand name: Beam Box
The brand name draws association with the musical setting in which the product will be used and main feature of the product. The choice of brand name has been chosen to allow for memory recall in the older consumer of the highly popular ‘boom box’ product during the eighties whilst once again emphasising the music association of the product.
The use of alliteration adds emphasis when pronounced.
Brand name: Beam Box
The brand name draws association with the musical setting in which the product will be used and main feature of the product. The choice of brand name has been chosen to allow for memory recall in the older consumer of the highly popular ‘boom box’ product during the eighties whilst once again emphasising the music association of the product.
The use of alliteration adds emphasis when pronounced.
Packaging
The Beam Box is most likely to be retailed both online and in store. Noting the high pressures on consumers to conform to be eco-friendly the tent will not be packaged in extra plastic. The tent bag will act as a carrier with a shoulder strap and it will be manufactured from the same waterproof material as the tent.
This form of packing also allows for logo branding to be printed on the tent bag so will be a walking advert for the product on the consumers journey home.
Product information
The simple assembly instructions for the product will be printed on a recycled paper information card along with the guarantee and placed inside the tent bag. This information card will also display the necessary safety information required by law.
The pricing will be on a swing ticket on the attached to the bag handle by a kimball.
Extra services
As the product is not being retailed through a sole trader it is important to establish an easy point of direct contact for the consumer with Beam Box. This will primarily be done through the website. The website will also act as a host for festival goers and travelers in such that it will provide information on events, have survival and help pages, blog functions and the use of a micro blog tool. The extra functions will help to establish the brand as an essential means for before, during and after camping adventures.
To supplement this product there will be a selection of complimentary smaller products available in a survival pack that will be distributed at certain festivals. The contents is yet to be decided.
I have focused upon the initial product launch of the Beam Box tent but I will further develop my ideas in order to create a brand that encompasses more than just one product. In order to progress with my brand launch I am now going to conduct market research.
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