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ABSTRACTThis team was tasked by our client to construct and devise a robust Branding and CommunicationStrategy for the high-tech sun care device Solar Guard formerly known as UV Defender. In orderto effectively come up with a brand that is meaningful and pleasing to the prospective customers,the team had to conduct primary survey research to gather qualitative data from married couples;both parents and non-parents. This report draws attention to the rapid growth and expansion in boththe wearable-technology and sun care lotion industry. Even though in the analysis the Wearable-Technology industry seems to be performing steadily throughout the last four years, however,through financial data collected from companies, it is evident that the sun care industry possesseslarger market share worldwide. Therefore, we concluded our analysis by accentuating our proposalfor Solar Guard to be positioned as a High-Tech Sun Care Device rather than a Sun Care Wearable-Technology. Through our secondary research from extant marketing literature we uncovered thatin order to build a robust brand, there are frameworks and brand elements that need to beconceptualized from ground up. Thus, the team has designed in-house some of therecommendations that were presented to the client during the project presentation. While our clientwas in favor to all of our recommendations, however, through this report we hope to further educateand elaborate some of the details and key considerations that our client should be aware of beforeproduction begins. Such as key legal issues and overhead expenses that have to be set aside forpatent rights and legal advice. Therefore, it is critical that our client is aware of potential threatsand cost which must be anticipated to prevent impediment in the product launch process; ultimatelythe survival of the company. Finally, inside the report are several recommendations,implementation plan, and proposed a budget to help our client make an informed decision whendeciding which branding direction to adopt for the Solar Guard.
This team was tasked by our client to construct and devise a robust Branding and CommunicationStrategy for the high tech sun care device Solar Guard formerly known as UV Defender. In orderto effectively come up with a brand that is meaningful and pleasing to the prospective customers,the team had to conduct primary survey research to gather qualitative data from married couples both parents and non parents. This report draws attention to the rapid growth and expansion in boththe wearable technology and sun care lotion industry. Even though in the analysis the Wearable Technology industry seems to be performing steadily throughout the last four years, however,through financial data collected from companies, it is evident that the sun care industry possesseslarger market share worldwide. Therefore, we concluded our analysis by accentuating our proposalfor Solar Guard to be positioned as a High Tech Sun Care Device rather than a Sun Care Wearable Technology. Through our secondary research from extant marketing literature we uncovered thatin order to build a robust brand, there are frameworks and brand elements that need to beconceptualized from ground up. Thus, the team has designed in house some of therecommendations that were presented to the client during the project presentation. While our clientwas in favor to all of our recommendations, however, through this report we hope to further educateand elaborate some of the details and key considerations that our client should be aware of beforeproduction begins. Such as key legal issues and overhead expenses that have to be set aside forpatent rights and legal advice. Therefore, it is critical that our client is aware of potential threatsand cost which must be anticipated to prevent impediment in the product launch process ultimatelythe survival of the company. Finally, inside the report are several recommendations,implementation plan, and proposed a budget to help our client make an informed decision whendeciding which branding direction to adopt for the Solar Guard."
Fakultas Eknonomi dan Bisnis Universitas Indonesia, 2017
