This is a concept board created for a hand sanitizer based on some case data provided in class. The purpose of a concept board is to sell a new idea or concept based on consumer insight to the stakeholders in product development.

1. New Concept for
Consumer insight statement TARGET
Product Upgrade.
A mother is anxious about her family’s health Women
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and needs to be assured that her family Age 26–45
Class A-B-C Brand Positioning.
protects itself from sickness causing germs
when they are out of home. She is frustrated
that it is difficult to inculcate healthy habits in
the family, but at the same time she doesn’t
Hand Sanitizer X protects your family
want them to smell like hospital. and keeps them smelling good even
Benefit Statement
when they are out of home
Hand Sanitizer X gives complete protection
from 99.9% of germs that are transmitted
through your hands. It comes in a variety of
packages and fragrances that match the likes
of each member of your family. It is easy to
carry & convenient to use. It allows your family X
to feel clean AND smell good when outside. X
X
X X
Reason To Believe
X
Hand Sanitizer X is used by 9/10 doctors and X X
X
recommended by National Medical Association.
You feel clean when you smell good. People who
go out prefer easy-to-carry packages for
personal germ protection.
USP of Hand Sanitizer X
Hand Sanitizer X is the most trusted
germ protection brand that leaves
you with a fresh fragrance while you
are out and about.