A Study on Gatsby Moving Rubber
Autor: Mikki • January 22, 2018 • 3,004 Words (13 Pages) • 699 Views
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Product Features, Functions and Benefit
Features
Functions
Benefit
Wide product range
To suit the consumer’s desired hairstyle.
More alternatives for the consumer to engage in self-expression.
Styling Power
Soft texture blends easily and evenly throughout hair.
Reduced time and effort spent on styling hair.
Movability (Pliability)
After applying the product once, looks can be reshaped as many times as needed throughout the day.
Provides convenience for consumer to reshape his look to cater to different situations within the day without having to wash off the product.
Non-sticky
Light and natural finish.
Provides the consumer with a natural or stylish look without creating a mess or weighing down on their hair.
Gatsby
Toni & Guy
L’Oreal
Dominate
Amby Hex
Wide Product Range
7
3
3
4
3
Styling Power
Strong
Strong
Medium
Strong
Medium
Movability (Pliability)
Strong
Strong
Medium
Medium
Weak
Non-sticky
Non-stick
Non-stick
Non-stick
Slightly stick
Slightly stick
RTB (Reason to believe)
Brand
Product
RTB
Gatsby
Moving Rubber
Technical Performance
Videos on styling and restyling within seconds
Toni and Guy
Texturizing Fibre/Pomade/Clay
Endorsement
Partnering with fashion designers
L’Oreal Studio
Styling Fibre/Wax/Putty
Quality of Ingredients
Maintains strength in any weather conditions
Amby London
Hex Hair Wax
Technical Performance
Easy wash off
Dominate
Salon Series
Origin/Heritage
New Zealand made traditional performance
Gatsby’s “Moving Rubber” has 7 different varieties to cater to each specific look the consumer wishes to achieve, differing in terms of suitable hair length, styling power, and shine, focusing on creating the desired look through product performance. Gatsby employs the use of instructional videos (Gatsby Mandom, 2013) to bridge the gap between the consumer’s reluctance to try the product for fear of not being able to create his desired style by showing how easy it is to use the product, at the same time, showing how versatile and easy it is to switch between styles, giving them reason to believe in its quality.
Distribution channels
Gatsby
Toni & Guy
L’Oreal
Dominate
Amby
Convenience Stores
Cheers
✓
Drugstores
Guardian
✓
✓
✓
Watsons
✓
✓
✓
✓
Mass Market Retailers
NTUC
✓
✓
✓
✓
✓
Gatsby enjoys premium shelf spaces in these distribution channels, alongside competing brands. (Appendix 1)
Distribution coverage
The convenience stores, drugstores and mass market retailers are located islandwide. Gatsby also retails at bookstores located in tertiary institutions, such as NUS.
Price point
Gatsby
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