1. TV Advertising Unit
Year 12 BTEC
Lesson Objective
What is our deodorants target market, concept
and USP?
What makes an effective focus group?

2. Target Market
• Who is your target audience?
• Who will buy your product?

3. Character profile
Dan
22 years of age
Young, trendy
Indie alternative
Rock gigs
Hangout with friends
Likes musky dark
smells to reflect his
personality

4. Concept and USP
• What is the idea for your product?
• What is different about your product?
• Think of names for your product

5. Concept and USP
• For the trendy ManBoy who is growing up but still likes to
hang on to his youth
• He is trendy, sophisticated, cheeky, alternative and indie
• The shape of the bottle to replicate a top hat

6. Names
• Musk
• TopHat
• Trend
• Move
• Groove
• Which one do you prefer?

7. Research
• What sort of questions will you ask your target market?
• This is our concept….
• This is our USP….
• What names do you prefer…

8. Focus group Techniques
• Watch this clip
• Write down the effective techniques for focus groups.

9. Task 4: Focus group
• Present your ideas to your target market focus group
• Use the effective focus group strategies
• Record your focus group
• Finalise the concept, USP and Target marget

10. Task 4: Focus group
• Present your ideas to your target market focus group
• Use the effective focus group strategies
• Record your focus group
• Finalise the concept, USP and Target marget