Deodorant Female Teenager the Female

Deodorant Female Teenager

The female teenage consumer is uniquely positioned relative to there more mature counterparts. Teenage females are often looking for popular, often controversial products to reveal their more rebellious nature. As such, our deodorant product will be unique its packaging, coloring, and marketing to represent a more innovative branding. To begin, the target market generally has ample purchasing power. Generally speaking, female teenagers reside with their parents. As such, they tend to have a large amount of purchasing power as they are not constrained by mandatory bills that generally limit consumption. Aspects such as rent payments, car payments, electric bills, and so forth, are not bourn by female teenagers. Instead, these aspects are generally paid for by parents. According to Medimark Research Inc., a marketing research company, teenagers are important to marketers because they "have significant discretionary income; spend family money, as well as influence their parents' spending on both large and small household purchases; establish and affect fashion, lifestyle, and overall trends; and provide a 'window' into our society -- a view of how it is now and what it is likely to become."As such, female teenagers, due in part for their desire for acceptance, rebellious nature, and free spirited behaviors, make ideal candidates for the product. Almost half of the space of the most popular magazines for adolescent girls is made up of advertisements. Our packaging therefore will attempt to attract this segment through innovative design, attractive color, and an engaging delivery (Myers, 1992).

The packaging of the product must first be distinctive relative to competitors in the industry. As such, the packaging will first incorporate attractive and appealing elements. Aspects such as glitter and reflective plastic will be used extensive to attract the target markets attention. A study by a. Chris Downs and Sheila Harrison from Sex Roles: A Journal of Research found that one out of every 3.8 television commercials has a message about attractiveness in it. They determined that viewers receive roughly 5,260 advertisements related to attractiveness per year. Of these messages, 1,850 of them are specifically about beauty. Our packaging will therefore appeal to the growing beauty trend within the context of female teenagers. The shape of the packaging will also be unconventional. Typically deodorant is advertised within a smaller rectangular container. This is often boring and uninspiring to the consumer. As such, our packaging will incorporate various shapes that are both unconventional and engaging. In particular shapes such as stars will be used to help appeal to the popular, and "celebrity" aspect of the teenage consumer. Luminescent, packaging will further enhance the teenage aspect of the brand through.

The colors of the packaging will also appeal to the beauty aspect of young teenagers. Colors such as gold, black accents and silver will be used to display "beauty" within the product. Color in regards to packaging is very important as it makes the product immediately distinctive relative to its more mundane counterparts. Color also displays and reinforces the brand appeal of the product. Generally speaking, colors such as gold, or silver, displayed predominating on the product, showcases a sense of intrigue and beauty. This concept is ideal for our teenage female as they have large amounts to discretionary income, are often swayed by the notion of fame, and are just beginning to form and identity within themselves. Through the use of the star packaging mentioned earlier, in combination with the gold, silver, and black coloring, the product will display a sense of celebrity appeal that is ideal for our target market (Posavac, 1999).