Dt folder

Point Of Sale
This is good because is in its own section so This is good because it is clear what their
you notice it when you walk by. This is good selling but it is all one colour so its boring. This
advertisement because it displaying a set is good because it instantly tells you who the
which makes you believe if you buy one you product is from. The black background with
have to but the rest to get the full affect of that classic bottle shape instantly makes you
the product that are being shown. think of Chanel. That makes you think of all
their other products.

This is good because it makes the customer
feel they could look like the woman in the
photo if they use their products. This is good This is good because it displays a variety of the
because it uses the classic Chanel styling, companies products. This is good
black background with white writing making advertisement because it displaying a set
you instantly know who its from. It also which makes you believe if you buy one you
shows a lot of their products making you have to buy the rest to get the full affect of the
want to buy them all so you can have the product that are being shown.
set.

This is good because it clearly shows the This is good because it is clear what the
company name but is only uses dark colours product is and it has some information about it
which makes it hard to see. This is good about the product but its bad because the
because it shows you two slightly different colours are dull. This is good advertisement
fragrances from the same range. It also because it displaying a set which makes you
allows you to try them out before buying believe if you buy one you have to buy the rest
them, that allows you to choose your to get the full affect of the product that are
favourite or even buy both. being advertised making you look as best as
you possibly can.

This is good because it is very obvious what
This is good because it uses bright colours
it is displaying nut it is bad because it is a bit
which makes it easy to see. This is good
plain. the way that this product is displayed
because it makes you believe you could look
makes you believe that it is a exclusive
like the girl in the picture making you feel you
product and this is worth a lot of money
have more reason to buy it rather than any
because it is very minimalistic although this
other product.
is only an average quality product.

Point Of Sale
This is good because it uses light colours
which are aesthetically pleasing. This is good This is good because it is large making it
advertisement because it is very interactive easy to see. It also has the TV above it
which enables you to use the product before displaying their products. This is also good
you decide weather to buy it or not. It also advertisement because it has the TV above
shows you the two different colours that they the product telling you about it, that draws
sell which lets you get a visual reference of the customer in because people are always
which one you prefer. attracted towards TV’s and things that are
visual.

This is good because it was large making it
noticeable. It I also quite dull which makes it
uninteresting. This is good advertisement
because it displaying a set which makes you This is good because its in the front
believe if you buy one you have to buy the window so a lot of people see it on the way
rest to get the full affect of the product that past. Its bad because their isn't much
are being shown. advertisement. This is good because it is
very simple and lets you see the whole
range of products that are in that set. It
lets you see all the colour combinations
This is good because it has an interesting that are for sale so you can compare the
design behind the product. Its bad because it ones you like best.
only uses two colours. This is good because it
instantly tells you who the product is from.
The black background with the white writing
instantly makes you think of Chanel. That
makes you think of all their other products.
This is good because it clearly shows the
company logo but its bad because their
isn't much advertisement. This is good
because it shows a range of watches from
This is good because it is light up which makes that set of products. It also makes it feel
it bright and easy to see. This is very good exclusive because you have to ask to try
advertisement because it is displaying a set them on before you buy it. That makes you
which makes you believe if you buy one of want to buy it even more but it could also
the products that you have to buy the rest so have the opposite affect making you not
you match. want to bother asking about it because you
don’t want to waste time.

Brand History Brand History
Lynx is a male grooming company who have Axe was launched in France in 1983 by
recently also brought out a female grooming Unilever. It was inspired by another of
section. They mainly aim their products at Unilever's brands, Impulse.
customers within the age group of late teens Unilever were keen to capitalize on Axe's
to early to mid twenties. They do this French success and the rest of Europe from
because it is the kind of product that states if 1985 onwards, later introducing the other
you use it, it will attract the opposite sex. A products in the range. Unilever were unable
prime example of this is from the adverts to use the name Axe in the United Kingdom
where they use glam models to advertise the and Ireland due to trademark problems so it
products. This suggests that is you use this was launched as Lynx.
product that you will get girls that look like
that. Even one of their slogans is “get the look
that gets the girls”. It is also a product that is Products
advertised to make you look slightly older.
Another reason why this product is used by The product that Lynx sell are mainly hair
that age group is because it is inexpensive styling products, shower gels and deodorants.
and deemed to be cool to use that when you This is because of the age group their products
are younger. are aimed at. This is clear because they don’t
sell any aftershaves or skin care products.

Advertisement Products
The way that Lynx The products Lynx sell are
advertise their products mainly for the smell and
is to use attractive effect of wearing it, not
people. During their the job it actually does.
adverts the actors put on The main products are
the product and the deodorants and shower
this attracts the opposite gels. These products are
sex. This suggests to the mainly used because they
customer that if they use make you smell nice and
their products you can the adverts suggest that
attract the types of those smells will attract
people you see in the the opposite sex.
advert.

This product is aimed at middle aged men who like ton keep their hair and facial This product is aimed at upper class young men who want to look stylish and
hair well groomed. well off.

This product is aimed at 18-25 year old customers. It is also aimed at fashion This product is aimed at 20-35 year old black males.
conscious people.

Task Analysis
Brief Situation
Design a new point of sale display unit for a male Lynx has a problem with the age group they target
grooming company. The unit must display at least 1 their products towards. They seem to aim their
product from their range and must clearly identify products at younger men aspiring to look older.
the brand. The possible brands are Old Spice, Fish, This could cause a lack of sales to the slightly older
L’Oreal Men Expert, Mr Natty, Lynx and Hackett. generation reducing the amount of sales and their
The brand I have chosen is Lynx total income.

Aesthetics Safety Cost
Modern, sleek, simplistic, light, No sharp edges, screws Cheep to build, replacement
hidden, folding, colourful, vintage, covered, nails covered, stable, parts cheep, interactive parts
retro, minimalistic, octagons, smooth, no small parts, well cheep.
pentagons, triangles, structure, built all wiring covered, wiring
sharp. insulated.

Materials Function Future
Aluminium, steel, stainless steel, Simple, advertises well, clear, Recyclable, reusable,
iron, pine, oak, MDF, beach, uncomplicated, light up, bright, changeable, sustainable.
plywood, mahogany, carbon fibre, spray fragrance, interactive.
cardboard, acrylic, plastics,
titanium, glass, copper. Ergonomic Social media
Interactive parts fit the user, Advertise Facebook pages,
Environment product easily accessed, twitter pages, QR codes.
Shop, shopping centre, cinema, information easily accessed.
marketing events.

Links FX
Logical Illogical X Factor
• Have brand clearly displayed on the point of sale • Don’t give out too many free samples. • Some of the things I would like
so we know who makes the product. • Don’t make it too interactive that the customer feel my point of sale to do
• The product is clearly displayed. they have seen to much of the product they don’t differently would be,
• Display the product in the correct type of shop or want to buy it any more. • Have cardboard strips to spray
environment so it doesn’t look out of place. But • Don’t make it too big. the fragrance on
you could put the point of sale in the company's • Don’t make it too small. • Have motion sensors that
cloths shop to make it stand out. • Don’t put the point of sale in the wrong detect when a person walks
• Make it clear to the customers what the product environment. past and it sprays the
is. • Don’t hide the point of sale out of site. fragrance.
• Put the point of sale in eye line (foot fall). • Don’t put the point of sale too close to the tills • It could have light that light up
• Put the point of sale on the way to popular because it makes people think its reduced and seem the product.
products so a lot of people walk past it. unwanted. • I could make it rotate so people
• The branding and colours match the product. • Don’t make the design and the product not match so can see it from all angles.
• A bigger and single point of sale could make the its confusing to the customer.
product look mare exclusive. • Don’t make the point of sale boring and
• Put the brand name on the cardboard tester strips uninteresting. Scrap
(discrete advertising).
The things I would scrap from my
• Make the customer able to try out the product on Keep point of sale would be the type of
the point of sale.
• Make it interactive. • The things I would keep on my point of sale would poor packaging that cheaper
be, company's use, I would like to
• Eye catching so the customer can see it clearly. remove this because it makes the
Need • Advertises the brand well so the customer knows product look cheep and if you use
who its from. more sophisticated packaging it
• Has to display brand. • Display the product well. makes the product look exclusive. I
• Has to catch the attention of the customer, • Make it interactive so the customer can enjoy the would also like to scrap the
through colours, design or how interactive it is. product before they buy it. material cardboard because it
• Has to be user friendly so it is simple for the • Keep It in eye line and foot fall so the customer can doesn’t make the product look
customer to understand because they don’t want see and find it easily. exclusive and it also makes the
to spend ages trying to work out what the product point of sale look like it wasn’t well
is. thought of and it was only a half
• It has to be safe so you don’t harm the customer. Form VS function hearted job.
• It has to be stale so it doesn’t fall over. I would like to make my point of sale to look really good
• It has to be able to cope with the general wear but also have good functions as well. So I would like to
and tear that it would go through from customers compromise them both a but to have a point of sale that
looking and toughing it. has the best of both. I don’t want my point of sale to
• It cant be too heavy so it can be transported look really good but have no interesting function or I
around. wouldn’t want my point of sale to have really good
functions and look rubbish.

Initial Specification
Aesthetics
Customer Safety
• The aesthetics have to advertise the brand.
• The aesthetics have to advertise the • The point of sale has to suit the design • The point of sale has to be safe for the
product. features that the customer likes and is customer to use. So they don’t get hurt
• The point of sale has to have a modern interested in. when looking at the product.
• The customer would like to interact with the
styling to it. • The point of sale has to be safe to the
point of sale.
• It has to have a interesting and modern builder so they don’t get hurt during
• The point of sale must be good enough to be
shape to it. able to sell it to the customer. the process of assembly.
• The colours have to match the brand and • The customer must be able to see what the • The product has to be the correct
the products styling. product does with ease, they don’t want to height and width so it is stable and
spend time trying to figure out what the doesn’t fall over in its environment.
product is. • The point of sale has to be the correct
Cost • The point of sale must be able to stay in the size for its environment.
customers mind so they remember it. • The point of sale has to be safe from
• The cost of the point of sail would have to the threat of theft so either the
be cheep because their products are cheep. product or point of sale doesn’t get
• There would have to be a lot of the point of Environment stolen.
sale units. • The point of sale would have to be in an
• The materials would have to be cheep environment where the product fits in, it couldn’t
because the would have to be a lot of point be in a food shop. But it could be in an unusual Function
of sale units. place but still fit into the environment to make it
• The customers don’t want to spend too stand out. • The product should promote the brand
much money on the product. • The point of sale could be alone so people can well so the customer remembers the
• The assembly cost would have to be low. It see it easily. brand.
• It could be in a rack so people see it when looking • The point of sale should represent how
could also be assembled on site.
at other things.
• You could reuse the product. • Make it accessible to the customer.
good the product is, you cant have a
• It could be in foot fall making people see it.
scrappy point of sale for an expensive
Size • It could be near a till but this suggests that the product.
product is budget and reduced. • The point of sale should contain testers
• The point of sale has to be the correct size • It could have a 360 degrees perspective so it can so the customer can try the product
so its noticeable to the customer so they be seen at all angles. before buying it.
want to buy it. • The point of sale should have some sort
• The point of sale could be in your face so its Materials of interactive feature such as spraying
noticeable or it could be discrete but still be the fragrance to make it easy to
remembered easily. • The point of sale should have modern and remember.
• The point of sale could be in your eye line so interesting materials.
you see it easily. • The point of sale could have materials that smell
• The point of sale should take into account of like the product its advertising.
the use of anthropometrics so it fits the • The materials should be user friendly and easy to
build on site.
customer with ease.

Research And Time Plan
Brand profiling
Questionnaire I am going to go find out as much as possible about the Lynx and
other brands so I can create the best possible point of sale for a
I'm am going to create a questionnaire to Lynx product. I would like to learn a lot of information on the Lynx
ask the customers about what people and other brands about how the typically advertise their products
want or like about point of sale. I want to
learn what people think about point of
Market research so I can create a point of sale that’s in theme of all their other
products. I will get I contact with some of the designers at Lynx so
sales and how they interact with them. I I can get a good picture of how they like to advertise and promote
will speak to the general public and a I am going to research 5 other competitors in that same field of sale to find
their brand. I will contact them via email or give them a phone
point of sale design specialist so I get a out how they design their own point of sales. I want to learn about the other
call. I need to know the basic way that Lynx advertise their
variety of views. I will conduct the products that are on sale and how they design their point of sales. I will speak
products so that I can relate to what the designers are saying.
research on the streets and at a design to people that work in shops such as Boots and Superdrug to find out what
company. I need to know how to create a other products are on the market. I will conduct my research in shops such as
simple and easy to follow questionnaire. Boots and Superdrug. I don’t need to know that much before hand while
I will document the evidence on a pie conducting the market research, apart from where the shops I will conduct Ten minute observation
charts. the research in are.
I am going to select some points of sale in a shop and wait for
about ten minutes and see how people interact with the point of
sale and the product it displays. I want to learn how people
interact with points of sale and the product it displays. I will not
Mood board speak to anyone when conducting this research. No, I don’t need
to know anything before hand apart from where the point of
I am going to collect many different sales I am watching are. I will document the evidence in a table or
pictures. I want to learn what other graph because it’s a visual way of displaying data.
products in the same range are like and
what the target audience like about
products and what they like themselves. I Customer profiling
will speak to men in the target audience
and ask what they like about the I will talk to a few of the customers who perches the Lynx
products. I will conduct the research on products and ask them about what other products they like and
the internet and ask men what they think. how they like their point of sales to look. I would want to lean
I need to know what men like about point about the kind of customer that buys Lynx products. I will speak
of sale and their favourite products to the customers that buy the Lynx products. I will conduct my
before hand. I will document my evidence research in shops like Boots and Superdrug. I will need to know
in a variety of pictures on a PowerPoint some customer of Lynx products so I can speak to them before
page. hand. I will document my evidence in paragraphs and pullet
points because it’s a good way of showing lots of data.

Competitive products First hand existing design analysis
I am going to look at all the products that Lynx are competing with and research their I am going to take 10 pictures of male grooming products points of sale and analyse
brands and products. I would like to lean about all the brands and products that Lynx them and do Access FM on each one of them. I would like to learn about the typical
are competing with and find ways that I can better their point of sales to make a better point of sale that male grooming products use so I can design my point of sale to
selling product. I will speak to people that work in shops such as Boots and Superdrug match them but also to be different. I will speak to people that work in shops such
and ask them about the competitive products of Lynx. I will conduct the research in as Boots and Superdrug to find out what the normal point of sale is like. I will
shops such as Boots and Superdrug. I will need to have basic level of knowledge of conduct the research in shops such as Boots and Superdrug. I don’t need to know
Lynx’s competitive products before hand. I will document the evidence in bullet points that much from before hand apart from where the points of sale are. I will
and paragraphs because its good for displaying data. document the evidence on a PowerPoint slide that will consist of pictures and text.

Brand Profiling
Axe (or Lynx in Ireland, the United Kingdom and Australasia) is a brand of male grooming products, owned by the British–Dutch company Unilever and
marketed towards the young males demographic
Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse.
Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range.
Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx.
The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the
brand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating other
overlapping male deodorants into the Lynx brand such as South Africa's Ego brand.
Unilever has now launched its first Lynx product for women in the United Kingdom as part of a global expansion of the previously men’s-only brand.
Products
Although Axe's lead product is the fragranced aerosol deodorant body spray, other formats of the brand exist. Within underarm care the following are
available: deodorant aerosol body spray, deodorant stick, deodorant roll-on, antiperspirant aerosol spray (called Lynx Dry), and antiperspirant stick (also
called Lynx Dry).
From its launch, the annual fragrance variant has played a key part in the success of the brand by offering something new each year. The type of
fragrance variants have evolved over time. From 1983 until about 1989, the variant names were descriptions of the fragrances and included Musk, Spice,
Amber, Marine, and Oriental.
From 1990 until 1996, geographic names for fragrances were used, such as Africa, Alaska, Java, Nevada, and Inca. From 1996 to 2002, Lynx took
inspiration from Calvin Klein fragrances (also owned by Unilever at that time), using the same fragrance consultant, Ann Gottlieb, to develop the scents to
launch variants, such as Dimension, Apollo, Dark Temptation, Gravity, and Phoenix.
In 2009, the brand launched an 8-centimeter container called the Axe Bullet. The brand has also extended into other areas such as shower gels,
aftershaves, and colognes, skin care, shampoo, and hairstyling products. Failed extensions include Underwear, Barbershop and razors.
Most scent names usually have a shower gel to accompany them and sometimes an antiperspirant/deodorant stick.
The 2009 frame has a mint scent.
The Lynx Shampoos come in three different sizes, the regular and most seen 12 FL oz. size and the travel or sample size of 1.7 FL oz., 22oz bottles were
introduced recently.
Lynx also ships a shower scrub tool called the Lynx Detailer.
Marketing
From 2003, Lynx advertisements portrayed various ways the products supposedly helped men attract women. In 2004, the advertising for the Pulse
fragrance showed how it supposedly gave geeky men the confidence to dance to get women. This was followed by Touch, Unlimited, Clix, and in 2007,
Vice was marketed on a theme of making "nice" women become "naughty". Dating coach Josh Pellicer (The Tao Of Badass) served as a consultant for the
advertisements.

Mood Board Mood board
Materials Shapes Inspiration This mood
board
consists of
materials
and shapes
that I would
like to design
my point of
sale around.
I chose these
shapes
because I like
the modern
styling and I
thing it will
fit Lynx very
well.
Another
reason why I
chose these
shapes is
because Lynx
also use this
type of
movement
to advertise
their brand.

Questionnaire Questionnaire
General public Point of sale designer
1. What do you think makes the best point of 1. What point of sale have the best effect?
The point of sales that have the best effect are the ones that stay in the
sales? customers mind or ones that the customers keep a piece of because if
Interesting Shape Colour Good materials the can remember the point of sale they will remember the product, so
gaining you more sales.
2. Would you like to see Lynx points of sales? If not
2. Where is the best place to put a point of sale?
do not continue the questionnaire. The best place to put a point of sale is in foot fall or in a place where a
Yes No lot of people will see it. This will make sure that your product is not
overlooked. Although you could put the point of sale in a discrete place
3. Would you prefer a point of sale to be and in its own way it will stand out.
interactive? 3. Are interactive point of sales better points of sales?
Yes No Most of the time interactive point of sales are better point of sale
because it makes the customer remember the point of sale which will
get you more sales. But you could also have a point of sale that stays in
4. What age range do you think Lynx aim their the customers mind for another reason e.g. Its comical or has a TV
products at? screen on it.
10-15 16-20 21-25 26-30 Older
4. Is it good to have a target range for points of sales?
Yes it is very important to have a target range for your point of sale
5. Where is the most likely place you would find a because you need it to attract the correct customer or nobody will
Lynx point of sale? notice or buy your product.
House of Fraser supermarkets Boots Harrods
5. What is the best size for a point of sale?
The best size for a point of sae is one that is noticeable but not too
6. What size would you like the point of sale to be? dominant. You don’t want the point of sale to be too small though or it
Small Medium Large Extra large could get overlooked. It all depends on the product, if you have a
simple product you want the point of sale to display it well so the
customer get the best feel for what the product is and what it does.
7. Where would you like to see the point of sale?
Front of shop Middle of shop Back of shop

Questionnaire Results
General public
What do you think makes the best point of What size would you like the point of sale to
sales? be?

Interesting Small
Shape Medium
Colour large
Good materials Extra large

Where is the most likely place you would find a Where would you like to see the point of sale?
Lynx point of sale?

House of Frasser
Front of shop
Supermarkets
Middle of shop
Boots
Back of shop
Harrods

Would you prefer a point of sale to be The information that I have received from the questionnaire tells me
interactive?
that I should make my point of sale interesting so it makes the
customer want to buy the product. I should place my point of sale in
a supermarket or a shop like house of Fraser to maximise the sales
Yes of my product. I should make my product interactive so it keeps the
No customer interested and make them want to buy the product. Keep
my point of sale at a medium size so its easy for the user. Finally I
should place my point of sale in the middle of the shop to get the
maximum views and sales.

Customer Profiling
The Lynx brand is all about aspiring to be a successful person
who has a good job with good pay and a good looking
girlfriend. In this customer profiling on the left I have put the
typical Lynx user, then on the right I have put what they aspire
to look like and the products they want. This is clear by the
way in which Lynx advertise their products. Lynx is almost
seen to be a stepping stone to a better products, in your youth
it is seen to be cool to use Lynx but as you get older it is
expected you progress onto better products.

Brand Research
Global Men's Grooming Products Market to Exceed $33.2 Billion by 2015, According to New Report by Global Industry
Analysts, Inc.
GIA announces the release of a comprehensive global report on Men's Grooming Products markets. The world market for men's
grooming products is projected to exceed $33.2 billion by the year 2015. This is primarily driven by a rapid rise of metrosexual
male, innovative appealing products, growing middle class population, increased Internet connectivity, and universality of
prestige across the world.
Men are increasingly becoming beauty conscious across the world. Male consumers are paying more attention on their looks and the trend is being driven by the male role
models, including sportsmen and film personalities. As the gender boundaries are blurring, global firms are increasingly focusing on finding new ways of making profits from the
emerging characteristics of men consumer segment. The trend has resulted in entry of a large number of personal care products manufacturers into the men's grooming market
with cosmetics and beauty products designed exclusively for men. Niche brands helped generate interest among men for grooming products. The rise in popularity for such
products led to a shift from niche to mainstream markets. The market for men's grooming products is constantly expanding with skin care and bath and shower segments
leading from the front.

Men's grooming market expanded significantly from the traditional shaving products and deodorants to other categories such as skin care, hair care and bath products. Men are
increasingly demanding products, which are specifically targeted at them and are selecting their own body washes and shower gels instead of borrowing from their spouse.
Today, men's grooming market is significantly contributing to the growth of global cosmetics market.
Europe and the United States dominate the men's grooming products market worldwide, as stated by the new market research report on men's grooming products. Shaving
Products, comprising of pre-shave products, post-shave products, and razors/blades represents the largest group within the men's grooming products market.
Toiletries, consisting of bath and shower products, hair care products, skin care products, and deodorants, represent the fastest growing product category.
Asia-Pacific represents the fastest growing market for men's grooming products. Growing acceptance for men's grooming and prevailing life style trends in the Western world
are fuelling the demand for grooming products from male consumers in Asia-Pacific as well as other developing countries.
Market for men's grooming products is highly competitive. Competition is particularly high in shaving products segment. Several companies are shifting focus from women's
grooming products to men's grooming sector. Key players profiled in the report include Avon Products Inc., Beiersdorf AG, Colgate-Palmolive Company, Coty Inc., Lancaster
Group, Energizer Holdings Inc., Johnson & Johnson, Johnson & Johnson Consumer Products Division, Limited Brands Inc., L'Oreal USA Inc., Mirato Spa, Procter & Gamble
Company, The Gillette Company, Procter & Gamble Italia Spa, PZ Cussons Plc, The Estée Lauder Companies Inc., and The Unilever Group.
The report titled "Men's Grooming Products: A Global Strategic Business Report" announced by Global Industry Analysts, Inc., provides a comprehensive review of market
trends, product overview, competition, product launches, and recent industry activity. The study analyzes market data and analytics in terms of value sales for regions including
the US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest of World. The global and the US markets are analyzed by the following product groups/segments - Toiletries
(Bath and Shower Products, Hair Care Products, Skin Care Products, Deodorants), and Shaving Products (Pre-Shave Products, Post-Shave Products, and Razors/Blades).

10 Minute Observation

I chose this point of sale to do my ten minute observation on because I found it
interesting and I also found the colours a good feature of the point of sale. All this
means I thought it would attract the customers towards it. Within the 10 minutes
two customers had had a look at the point of sale. The first customer looked at it
for a while, I assume looking at all the different products it advertises, then they
picked up one of the products and had a closer look at it. Then they put the
product back again and walked off. The second customer just looked at it for while
then walked away. This shows that it is a good point of sale that is good at
attracting customers, I think it does that by being bright in the colours it uses and
having a simple design that is easy for the customer to see what the product is.

I chose this point of sale because it is a bit different by the fact it has a bag made
by the same company who make the male grooming product it is mainly
advertising. This means that because its different I thought it would attract
customers. I the 10 minutes not a single person went up to the point of sale, that
shows that my initial assessment of the point of sale was wrong. I waited another
10 minutes to see if anyone would go up to the point of sale, eventually a person
went up to it and had a look at the product for a while before picking it up and
spraying it on their wrist. Then as a shop assistant walked passed they asked if the
bag came free if they bought the product. This proves that the point of sale isn't
very clear in its advertising. Then the customer picked the bag up and had a look at
it before putting it down again. This observation proves that the point of sale isn’t
very good at attracting customers but the added feature of a bag is a good motive
for buying the product.

Competitive Products
According to YouGov's Brand Index, a daily tracking tool which measures the public's BrandIndex Buzz scores -
perception of well-known brands, in recent months body spray brand Lynx had lost the edge Dove, Lynx and Right Guard
it enjoyed over competitor Right Guard. However, a clever ad campaign for new product
'Lynx Attract' ‒ which capitalised in on a certain Royal’s Las Vegas antics ‒ along with a
Facebook event promising island fun, has put Lynx back on top.
A look over the last eight months on BrandIndex shows that prior to the campaign, Lynx had
lost the Buzz score lead it had over Right Guard, but has since won it back.
The chart below shows that Lynx enjoyed a sustained lead in Buzz over Right Guard between
February and May. The lift in Buzz, back in February, coincided with the launch of the 'Lynx
Attract' 'Breaking News' TV ad, crafted by marketing firm Razorfish. Since May, however, the
brand appeared to be struggling to pull itself away from competitor Right Guard, whilst Dove
remained a decisive six points ahead. However, in more recent days, Lynx has once again
pulled ahead of Right Guard.

So what is Lynx doing to increase Buzz around its brand?

Launched the ‘Chaos Island’ event on Facebook BrandIndex full Index score -
Dove, Lynx and Right Guard
In addition, even if you hadn’t heard about Lynx’s offer of tickets to a three-day party on an
actual island, labelled “Chaos Island on the event's official Facebook page – then one look at
the relevant SoMA readings can tell you that something chaotic is afoot.
Most frequent words appearing on Facebook users private feeds together with Lynx include:
“island”, “chaos”, “chasethechaos”, “win”, “tickets”, “Africa”, “effect”, “advert”, “smell” and
“gel”.
But is Lynx’s campaign investment working? In the last four days (since 31 Aug), Lynx’s
BrandIndex Buzz score has climbed by 4 points and has just overtaken Right Guard. Time will
tell if this increase in Buzz will feed into an increase in their overall brand perception and
convert to revenue growth for the brand.

First Hand Existing Design Analysis

Aesthetics- This is a simple point of sale Aesthetics- This is a interesting point of
in terms of aesthetics because it doesn’t sale in terms of aesthetics because it
have many colours or complicated incorporates a bag made by the same
designs. company as the male grooming product.
Customer- The customer of this products Customer- The customer of this products
would be a young male. would be a young to middle aged male.
Cost- This is a fairly cheep product. Cost- This is a fairly cheep product.
Environment- This point of sale is in the Environment- This point of sale is in the
isle of a shop. isle of a shop.
Safety- This is a safe point of sale Safety- This is a safe point of sale because
because it has a casing around the it is stable but it could get stolen.
product so it cant get stolen. Size- This is a medium sized point of sale.
Size- This is a small point of sale. Function- This point of sale has the ability
Function- This point of sale has no other of allowing you to try the product before
functions apart from advertising the buying it.
product. Materials- This point of sale is made from
Materials- This point of sale is made from plastic.
plastic.

Aesthetics- This is a very colourful point Aesthetics- This is a boring point of sale
of sale in terms of aesthetics because it in terms of aesthetics because it doesn’t
has different segments of different have any interesting features.
colours. Customer- The customer of this products
Customer- The customer of this products would be a young to middle aged male.
would be a young male. Cost- These are fairly cheep to fairly
Cost- This is a fairly cheep product. expensive products.
Safety- This is a safe point of sale Safety- This is a safe point of sale because
because it has no sharp edges and its it is stable ad not in the way of the
very stable. customers.
Size- This is a large point of sale. Size- This is a large point of sale.
Function- This point of sale has no other Function- This point of sale has the ability
functions apart from advertising the of allowing you to try the product before
different products. buying it.
Materials- This point of sale is made from Materials- This point of sale is made from
plastic. metal and glass.

First hand existing design analysis
Aesthetics- This is a simple point of sale Aesthetics- This is a boring point of sale in
in terms of aesthetics because it doesn’t terms of aesthetics because it has the
have many colours or complicated same colour the whole way through and
designs. has no interesting designs.
Customer- The customer of this products Customer- The customer of this products
would be a young male. would be a young to middle aged male.
Cost- This is a fairly cheep product. Cost- This is a fairly cheep product.
Safety- This is a safe point of sale because Safety- This is a safe point of sale because
it has a casing around the product so it it has no sharp edges and its very stable.
cant get stolen. Size- This is a medium sized point of sale.
Size- This is a small point of sale. Function- This point of sale has no other
Function- This point of sale has no other functions apart from advertising the
functions apart from advertising the products.
plastic.

Aesthetics- This is a simple point of sale Aesthetics- This is a simple point of sale in
in terms of aesthetics but the lighting and terms of aesthetics because it doesn’t
the coloured packaging make it stand out. have many colours or complicated
Customer- The customer of this products designs.
would be a young male. Customer- The customer of this products
Cost- This is a fairly cheep product. would be a young male.
Environment- This point of sale is in the Cost- This is a fairly cheep product.
isle of a shop. Environment- This point of sale is in the
Safety- This is a safe point of sale because isle of a shop.
it is stable and its set into the wall so its Safety- This isn't a very safe point of sale
not in the way of the customer. because it sticks out from the isle and the
Size- This is a large point of sale. product isn't attached so it could get
Function- This point of sale has no other stolen.
functions apart from advertising the Size- This is a small point of sale.
product. Function- This point of sale has the ability
Materials- This point of sale is made from to allow you to try the product before you
plastic. buy it.
Materials- This point of sale is made from
plastic.


Aesthetics- This is a simple point of sale in Aesthetics- This is a simple point of sale in
terms of aesthetics because it doesn’t terms of aesthetics but the lighting and the
have many colours or complicated coloured packaging make it stand out.
designs. Customer- The customer of this products
Customer- The customer of this products would be a young to middle aged male.
would be a young to middle aged male. Cost- This is a fairly cheep product.
Cost- This is a fairly cheep product. Environment- This point of sale is in the isle
Environment- This point of sale is in the of a shop.
isle of a shop. Safety- This is a safe point of sale because it
Safety- This is a safe point of sale because is stable and its set into the wall so its not
it has a casing around the product so it in the way of the customer.
cant get stolen. Size- This is a large point of sale.
Size- This is a small point of sale. Function- This point of sale has the ability
Function- This point of sale has no other to allow you to try the product before
functions apart from advertising the buying it.
plastic.

Further Specification
Aesthetics Customer Safety
• My products will have a base colour with • The customer would like to interact with the • The point of sale has to be the
flashes of a bright colour through it, such as point of sale because in my research I fond correct size for its environment
yellow, pink, blue or red because from my that interactive point of sales get more because in my research I found that if
research I found out that people recognise sales. a point of sale doesn’t fit the
these colour combinations as ones that Lynx • The customer must be able to see what the environment it doesn’t sell products.
typically use. product does with ease, they don’t want to • The point of sale has to be safe from
• My product will have good features because in spend time trying to figure out what the
the threat of theft so either the
my research I found out that point of sales product is because in my research I found
product or point of sale doesn’t get
with good features such as being interactive out that if a point of sale is confusing that
stolen.
get more attention therefor leading to sales. the customer will walk away and not look
• My product will display the company’s name into the product.
or logo because from my research I found that • The point of sale must be able to stay in the
all the point of sales show the company logo customers mind so they remember it Environment
or name. because I round out that if a customer
• The point of sale would have to be in an
remembers a product they are more likely
environment where the product fits in, it
Cost to but it.
couldn’t be in a cake shop. But it could be
in an unusual place but still fit into the
• I will make my product out of a cheep but environment to make it stand out, I found
sustainable material because I found from Function hat out in my research by looking around
my research that Lynx is a cheaper brand places where products use point of sales.
that doesn’t often make point of sales so my • The product should promote the brand • My product will be alone so people can
product will have to be sustainable so it well so the customer remembers the see it easily because I found out from my
lasts. brand, I found from my research that research that point of sales that stand out
the customer remembers the product are better point of sale.
Size that its more likely to get sales.

• The product will be the correct size so it fits
its environment and is noticeable to the
customer because I found from my research Materials
that point of sales that are noticed by
• The point of sale should have modern and
customers are often mare successful ones.
interesting materials because I found in my
• My product will take into consideration the
research that Lynx use a modern way of
use of anthropometrics so it fits the user
designing
because from my research I found that a
• The materials should be user friendly and
easy to use point of sale it better than a
easy to build on site.
complicated point of sale.

Research Summary

Brand
Safety
Advertising
Colour Materials

Function

Show Customer
Shape Logo
Interactive

Position

Size
Cost
Environment
Most

Modern
design

Size of balloon = Key Feature

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