D.t as folder

Point Of Sale Unit A.S Project
Tachi Lawrence - Rodway
Tachi Lawrence-Rodway

This is an effective unit as it is interactive
people can physically touch and try on the
caps before purchase, it also catches the eye
due to the long rows advertising the product
being a very vibrant red as well as the brand
sign ‘’Mitchell & Ness’’ being displayed
clearly above the caps. Although the unit
clearly shows what is being sold the brand is
hardly described and so leaves customers
not actually knowing very much about the
brand. Because of the lack of detail on the
point of sale I would say the age range would
be from about 12 to 25 just because they are
drawn in mainly for the hats and not really
anything else about the unit.
This is effective in that the unit is clearly
displayed and professionally laid out it also
has an element of security as it is shown only
behind glass however because of this it
makes the product look more exclusive and
therefore make people want to buy it. He
unit also has a lot of lighting which is another
way it gets attention drawn to it. Because of
the way this product is presented I would say
the age range would aim towards an older
audience
This unit fits its environment perfectly it
clearly displays the unit and is unique. This
would straight away attract attention
because of the way its shaped and once
people get closer the product is clearly
displayed however the branding of the
product cannot be seen from a distance.
Because the product is presented quite
professionally I would say the target
audience for this would be about 20+ .
However I would estimate this due to the
nature of the product I feel it would draw a
lot of attention from young people because
of the large scale of the unit
This unit is very effective because you can
see as a customer exactly what is being sold
without having to be directly in front of the
unit. This can be helpful when looking for
this specific product which is in this case
‘’batteries’’. Because of the unusual shape of
the unit attention will straight away be
brought to the sale unit. I feel this unit would
appeal to any age range really because it
would draw anyone in it has quite
without having to be directly in front of the
unit. This can be helpful when looking for
this specific product which is in this case ‘’
HTC mobile Phone’’. Because the unit is also
interactive and the customer can play
around with the phone they are more likely
to stay around that product however this
unit could be a bit too interactive and people
will abuse that.
the shoe is shown directly on the front of the
unit as well as branding such as the ‘’Nike’’
symbol or the Foot Locker sign. However the
colours weren't that eye catching and so
doesn’t do as great a job as other point of
sale units

This is an effective unit as it is interactive
people can physically touch and try on the
shoes before purchase, it also catches the
eye due to huge eye catching trainer on the
side of the unit, it has clear branding
including the ‘’Nike’’ symbol. However the
unit has a lack of information on the shoes
that are being sold
This unit is good because of its unique quirky
look that would make any person walking
past curious to what is being advertised or
marketed however the unit does not directly
show a physical product and has minimal
information on what it is advertising. It is
clearly visible and can be seen from a while
away which is very helpful in attracting
customers
This unit is good because it is a direct replica
of the brand any person walking past curious
to what is being advertised or marketed. The
product is also physically stored in the unit
which gives it an element of instructiveness.
This has a long sustainability due to the way
the product can constantly stored in the unit
.
This is a good unit as it shows exactly what
is being sold and all necessary information
is displayed on the physical unit however
the unit doesn’t really have a special
factor to it . It only displays the product
rather than advertising it
This unit is good as it already has the
product ready to buy which can be
very convenient however it does not
have any information displayed ion
the unit about the product itself and
its colour scheme doesn’t really stand
out so the unit is not easily noticed.
This unit is very good as it uses a very
vibrant colour scheme that is specific
to the product but can also be noticed
from far away . This doesn’t exactly
give any information on the product
but the product is clearly displayed
alongside the branding

old spice was mainly targeted at an older type of man first of all due to the way it was marketed which was more
of a traditional male grooming product, however a new marketing campaign has started to target old spice to a
wider range of age groups. Old spice is clearly directed at men due to its advertising and using quite athletic men
to advertise their product and with the range of ‘the man your man could smell like’ adverts this is proven.
Although old spice has tried to change their add campaign their product is still very much consumed by an older
generation due to how it is traditionally made. The physical appearance of Old spice nowadays has a more
modern feel in that the packaging is a bit more like modern grooming brands such as lynx. The colour scheme for
old spice is quite simple but yet very effective due to its use of red which is proven to make people want to by the
product more.. When the product was first presented it the red and white in the product was a lot more subtle to
how it is now this is shown by the more prominent use of red in old spices products which is shown in the picture
to the left where the product is packaged in plastic to make the product look more modern
Fish looks like its targeted at people between the ages of 20- 30 its quite an expensive brand, and so I think
it would be targeted at richer people. Fish started off as just a hairdressers before they started selling
products and so an element of their success is due to possibly the popularity the shop had before they
started selling products, they also have celebrity clients which helps to sell the brand. The physical
appearance of fish products look as if it would or perhaps should be aimed at a younger age however the
website shows a more sophisticated branding in this it is a bit unclear just quite what the age group Fish is
directly targeted at. The colour scheme Fish uses is very bright and modern it uses almost luminous
colours which is straight away appealing to the eye and cannot be missed this can be effective but can also
make the product look a bit cheap. I have mentioned before that the product has a few confusing factors
when it comes to its advertising due to its website not entirely reflecting the way the product is presented
in shops this makes the product a bit inconsistent with branding
Product analysis :Old Spice & Fish

L'Oreal men expert is targeted at older men as it develops products that keep
skin looking young, they market there products using ageing celebrities to
market there products such as the actor Hugh Laurie from ‘House’ the orange
colouring attracts the eye which would lead people to it. The product could also
target a younger generation as it makes them want to still remain looking
young when they start ageing. Although the information on the product clearly
shows that L'Oreal Men expert is clearly aimed at older men the colour scheme
is a bit strange for what it is advertising. The products use of bright orange and
white does not exactly present its product well since it is aimed at older men
and the colour scheme doesn’t really present this. As this product is aimed
mainly at the age conscious it doesn’t.
Mr Natty is a very unique brand as they use quite old Fashioned drawings on their
products which because its different makes people want to buy the age range of Mr
Natty products would probably be from mid 20’s to 50’s due to its old fashioned
style. This brand can also be targeted at people who are slightly out of the ordinary
due to its quirky style. Mr Natty also gives off the impression that it would be aimed
at a more mature audience due to its packaging and the way in which its website is
presented . Although the product is very easily spotted it also has a closed target
audience with some of its products due to its moustache specific products however
this also makes the product quirky and new due to its branding
Product analysis : Mr Natty & L’Oreal
Men Expert

Hackett can cover a wide range of ages as they advertise young people
wearing typically older clothes, it is also targeted at wealthier people
because of the cost of the product which is high. Hackett's branding is
quite simplistic however this is effective as it makes the brand easily
recognisable. Hackett is linked also to rugby and so this further shows
it is more of a male brand. The packaging on Hackett products is quite
sophisticated and very smart and so this further shows that Hackett is
possibly aimed at wealthier men. The Hackett aftershave is very
simplistic In the way it is presented and so can easily be looked over,
other brands would have the advantage as they would user more
distinct colours that are appealing to the eye.
Lynx covers the ages of a younger generation as it has quite a bright appeal
and its ad campaign is targeted at young men, the advert consists of young
men experiencing “premature perspiration” , this is stopped by using lynx
which causes women to be attracted to them. Although lynx appears to just
aim at younger men however because of the price range lynx has it could
possibly be aimed at any age due to its affordability. The Way lynx is packed is
in quite bold colours and large text this further shows that lynx is aimed at
younger men, however it uses a wide range of colours that easily catch the
eye as well as a versatile range of products to sell. Lynx is very successful due
to this and will probably further go on with the campaign it has now.
Product analysis: Hackett and lynx

Mr Natty is targeted at people with a more traditional style and older men other people who could
possibly find the product interesting could be hipsters would find Mr Natty appealing because it is out
of the ordinary and would not normally appeal to younger people so the average age of this product
would generally be people in their late 20’s and middle aged men due to the traditional look Mr Natty
products have. The way the products are packaged has a lot to do with the target audience the product
attracts as the way is packaged is also out of the ordinary for example the soap being wrapped in
paper instead of plastic. The product has a sort of sailors feel about it due to anchors being regularly
used on the product and sailors jokes used on the website. Is key selling point of some of the products
are moustaches. A variety of Mr Natty products are directly for moustaches and this is good because it
means Mr Natty products appeal to an even broader audience. Originally a barber Matt Raine (Mr
Natty) developed a full range of moustache products and then went on to make other male grooming
products such as aftershave “Mr Natty Jack Tar Bay Rum "and a range of hair products, “Mr Natty
Gum”, “Mr Natty Paste” etc. this brand is very strange and so does sell, it is proven to be quite
effective also due to the large number of people that buy the product even though it is not distributed
in department stores

Links FX
Logical
The product needs to stand out
and the branding clearly
displayed this can be done by
using large text and bold
lettering on the unit as well as
using bold colours to draw
customers towards it.
The unit has to be ergonomic
so it is practical for customers
to use and easy to use.
The unit needs to be above eye
level so it can be seen from
quite a distance and draws
customers in, however should
still be able to clearly display
the product the unit is trying to
sell.
The unit needs to have a
unique selling point that is
specific to the product that the
unit is trying to sell
The unit must be in a position
that allows it to be easily
accessible so if interactive
customers can easily interact
with the product.
Illogical
The unit needs to have minimal text or
just enough text to explain what the
product is this is so that customers do
not get bored
Not enough information can also be a
problem as it means that the product
isn't being properly advertised this can
be a problem as it can leave the
customer confused to what exactly is
being sold.
Lack of branding is an issue as it means
customers wont remember what the
product is
Visual noise can be a problem on the
display as customers become
distracted or cant be bothered when to
too much is going on visually
Having too many interactive features on
a unit can also be a problem as it
makes the user not want to buy the
product but just play around with it an
example of this is the apple store.
Its important that the point of sale unit
can last for a last period of time so it
doesn’t have to constantly be replaced
Need
The unit needs to clearly display the product so
it is visible to the public
The unit must be able to attract customers
whether that with the font used, the size of the
unit, the colour scheme and any other aesthetics
that is likely to gain attention
Once the customers attention has been directed
at the display their attention must remain there
for as long as possible so the customer is more
likely to purchase the product
Important information regarding the product
must be included so one, the customer knows
what the product is and what its about, two ,
people know who the audience the product is
trying to attract is and three the customer isn’t
standing around too long reading.
Keep
To make the point of sale
successful it need to include
A unit that is above eye
level so it can be seen from
a distance and also so the
unit and the product is
straight away noticeable
The unit should be able to
be interactive so t keeps the
customer at the unit
The product cannot be
moved from the unit this
avoids theft or any other
safety features surrounding
the product
The product will have
minimalist branding
however enough branding
for people to know what the
brand is and what they are
trying to sell
Scrap
The product will not be able to be
moved away from the unit this
prevents things such as damage to
the product and theft it also saves
money as it means the product
does not have to be constantly
replaced
Stay away from any cardboard
material as it does not last and can
cause the point of sale unit to be
damaged if not taken care of
properly or overused.
Due to the simplicity of the brand
stay away from bold colours as it
will not advertise the brand for
what it is
Minimal interactive features so the
product can be tested but not fully
used as this would cause the
product to not get purchased.
Form vs. Function
Do you need to make your
point of sale look nice and
pay no attention to its
function
Do you need to base your
idea function and leave and
leave how it looks until the
end
Do you need to consider
both forma and function
whilst designing and making
your point of sale
X Factor
What makes your point of
sale good
Why does a brand need a
point of sale rather than just
advertising online
What about the point of
sale would entice a
customer to want to buy a
product

Target Audience
Age
Gender
Personal taste
Purpose of purchase
Materials and Aesthetics
Aluminium
Cardboard
Plastic, woods, metals
Ferrous
Non ferrous
Alloys
Coniferous
Deciduous
Thermo
Thermoset
Elastomers
Safety
Sharp edges
Electrical wires
Tripping hazards
Breathing problems from
aerosols
Functionality and Features
Should be able to withstand a lot of
use
The product needs to stand out and
the branding clearly displayed this can
be done by using large text and bold
lettering on the unit as well as using
bold colours to draw customers
towards it.
The unit has to be ergonomic so it is
practical for customers to use and
easy to use.
The unit needs to be above eye level
so it can be seen from quite a distance
and draws customers in, however
should still be able to clearly display
the product the unit is trying to sell.
The unit needs to have a unique
selling point that is specific to the
product that the unit is trying to sell
The unit must be in a position that
allows it to be easily accessible so if
interactive customers can easily
interact with the product.
Sustainability
Should be able to withstand use
To make the point of sale
successful it need to include
A unit that is above eye level so
it can be seen from a distance
and also so the unit and the
product is straight away
noticeable
The unit should be able to be
interactive so t keeps the
customer at the unit
The product cannot be moved
from the unit this avoids theft or
any other safety features
surrounding the product
The product will have minimalist
branding however enough
branding for people to know
what the brand is and what they
are trying to sell
Task Analysis
Design Situation
The brand Mr Natty has a major problem in its
marketing in that it is not shown in many places and
so not many people are aware of the brand it is quite
exclusive and only available online or in its physical
shop however not in department stores displaying
point of sale units where it could potentially get new
customers
Design Brief
I will design a new point of sale unit for Mr Natty the
unit will display at least one Mr Natty product and will
be placed in department stores. It will be interactive
so people can test the seemingly new brand
Visibility and features
Relation to footfall
Position in the shop
Eye level
Ergonomics
Does it stand out?
Colours, size, shape
Visual noise, not too much
Branding
Products display
Target Audience
Age
Gender
Personal taste
Purpose of purchase
Social Networking
Twitter
Facebook
Tumblr
Webpage
App
Future
Sustainability
How long will the unit last for?
Materials used will have to be ones that cannot be
weathered
If interactive how can the functions it uses be
maintained?
Aesthetics
Aesthetics that can be incorporated into this
project can include brand colours so the
product can be easily noticed and recognised if
seen again. Shapes specific to the brand
should also be included so the product is
recognisable . Logos are important in the
aesthetics of a product as its what sticks to
mind when you think about it this goes for any
image .
Target Audience
Age
Gender
Personal taste
Purpose of purchase
Safety
Sharp edges
Electrical wires
Tripping hazards
Breathing problems from aerosols

Initial Specification
Aesthetics
Aesthetics that can be incorporated into this
project can include brand colours so the product
can be easily noticed and recognised if seen
again. Shapes specific to the brand should also be
included so the product is recognisable . Logos
are important in the aesthetics of a product as its
what sticks to mind when you think about it this
goes for any image .
Cost
Cost is important in the development in of a point
of sale unit in that the manufacture cost will
affect how much money can be spent on the
delivery cost as well as this the cost of materials
as well as shelving is important. The amount of
floor space the unit covers also costs money in a
shop.
Customer
The customer is the most important part
of the point of sale unit as it is who you
are trying to sell the product to . Keeping
the customer happy is important so
things that should be taken into
consideration should include any
allergies, the size of the customer as if it
is too tall some customers wont be able
to see the unit.
Environment
The environment of the unit has to be one in
which can sustain the product as this will help to
save on things such as replacement costs or
repairs. As well as having the product in a suitable
environment, the environment should also be
embraced by the product an example of this is
London 2012 where many brands starting having
union jacks on their products.
Size
The size of the unit is important as the size of it
needs to be appropriate for the product as the
point of the sales unit is to show off the product as
well as making the unit visible. The unit should be
kept eye level so the product itself is easily noticed
and it keeps the attention of the potential
customer
Safety
The unit should take the following precautions in
order to make the consumers feel; safe as well as
people assembling the unit. Choking hazards can be
avoided by using a minimal amount of small parts
the unit must not topple over so should be stable.
An element of security should surround the unit to
ensure nothing is stolen or damaged
Function
The unit is used to advertise the product as well as
in use as a tester this can be done by making
elements of the unit interactive and also making
the unit interesting. Included on the unit can be the
history or background of the brand so customers
new to the brand can get a feel of what the brand
has to offer. The function should also be to keep
the potential customer at the unit for as long as
possible because the longer the customer is at the
unit the more likely the customer is to buy it.
Materials
Potential materials for a point of sale unit
can include
Cardboard
Various woods
Metals
Plastics

Research Plan
Questionnaire
A questionnaire will be helpful in my research as it
means I can get a customers direct opinion of what
they think about point of sale units. Why they're
effective, what draws their attention when they see
these units how much would they personally spend on
one of these. I would speak to members of the public as
well as family members to see what their opinion on
point of sale units are. This research will be carried out
in shopping centres such as blue water or the glades. To
make a good questionnaire I will first examine a
previous questionnaire to see how mine matches up.
10 minute observation
This is effective research technique as I can see first
hand how people interact with the unit and what types
of units straight away pull customers in this can be as
simple as simply watching a specific unit of a male
grooming product. I would carry this out on a high street
or in a department store to see what kinds of products
and points of sale receive the most attention from the
public and figure out why. Whilst doping the
observation I will ask shoppers why exactly they went
over to that specific product from their I can take into
account things such as branding and colour scheme
Environmental Snapshot
An environmental snapshot can be a helpful tool when
researching as it means I can see if what's around
the product directly influences peoples decision when
deciding to buy a new product. This kind of links in
well with the 10 minute observation as it means whilst
seeing what people like to go to I can also see
whether the environment the product is in can affect
sales. I will do this whilst I am doing my 10b minute
observation so I can check whether the environment
has any affect on the product alongside that. I will
carry this out in department stores and also in high
street shops
Market Research
This is a very helpful research method as it means I
can see what is already on the market and so I can
create ideas that are unique to what other similar
brands are doing with their point of sell units . This will
also give me a chance to see what products are doing
very well on the market and whether that is due to
their advertising and point of sell units . I will carry out
some of this research online and some by observation
so I can see what products first hand are selling.
Competitive Products
I felt creating competitive product research is important
as it gives me an idea of what kind of products are already
around and why they sell or don't. most importantly try
and identify what kind of issues these products have and
what are successful about these products
Mood Board
I will create a mood board to reflect the feel of the
product and so I feel what would suitable to put on
the unit this could be something as simple as the
colours and shapes used. I will do this by taking
pictures of similar products to find out how they are
shaped and packaged I will also use images online
from other existing products with similar properties
Customer Profiling
This is important as the customer needs to be
understood in order for the product to sell. The
customers taste and what attracts them to the unit is
especially important as the longer the customer
stands by the unit the more likely they are to by the
unit. I will carry this out in a series of interviews and
some questionnaires to find out what people
generally like about these units personally.
Brand Profiling
This is an important part of research as it gives me a clear
understanding of the brand I am doing my point of sale
design around. I will fully research Mr natty and go into as
much detail about t6he company as I possibly can. This can
also be very helpful when I am actually developing my
point of sale unit as it means I can look back at what the
company is all about and what influences the designs on
their products.

Questionnaire
Questions
1. What attracts you to sale units when you first walk into a shop?
I think the size of the unit is the first thing that would instantly make me go over and find
out what its trying to advertise . I think the larger units work better as they attract large
groups of people and when a lot of people are surrounding a single unit people want to
know why and become curious.
2. What sort of colours should be avoided when making a point of sale unit?
I would say to stay away from any dark colours and stick to primary colours like blue or red
as the darker colours are not instantly noticed and people will often get bored and move
on from these kinds of units.
3. Do you think interactive units are helpful in selling the product?
I personally don't really agree with units that are too interactive as I think people just have
lots of fun with them and don’t actually buy the product in the end. I also think these don’t
always work because it looks like there’s too much going on , on the unit.
4. How much time would you usually spend at one of these units?
I wouldn’t really spend too long so I’d say from about 2-3 minutes maximum, just because I
would like to see the rest of the products in the shop. However the ones I do that at for 3
minutes tend to be the ones I remember throughout the day
5. Are they any specific safety features that lack on current point of sale units?
Yes sometimes with the larger units where the product is placed can be a bit of a hazard
and also small parts falling off units can be dangerous because of children walking around
the units.
6. Do you like to try products before using them?
Yes. I think this is much better than buying the product and then finding out later that I
don’t like it this is also good as it means if I'm with friends they can test the product too and
give me their opinion on it
I have decided to develop a questionnaire as oppose to an interview as I can
get multiple peoples opinions in one single research method this is also very
useful in that I can see what kind of things customers like and don’t like
about point of sale units . On the right I have taken a series of different
peoples answers to show overall what kinds of things people like about
current units in shops that consumers are confronted with everyday.
The unit should be
a fairly large size
Stay away from
interactive units
Products should be able to
be tested first before
purchased
Top
Three
Points
What to take from the questionnaire:
Don’t make a unit that is too interactive
Have a unit that has some sort of sample so the unit can be tested
Try and get people to spend as much time at the unit as possible
Take into account the amount of text used on the point of sale unit
Put on enough information to show what the product is and what it is
about.
Think about sustainability so it doesn’t become a hazard over time for
any reason

10 Minute Observation
Apple Store:
I noticed from observing the shop that people tended to focus more on the
products that were closer to the front of the shop and the products with a bigger
banner. They tended to walk pass the smaller products such as the iPod shuffle,
and iPod Nano and went for the higher profile products such as the iPad or
iPhone . I believe this is due to the iPad and iPhone having larger advertising
banners. This feature quickly entices people to see what the product is all about
and because of the large groups developing around the product this causes more
people to be curious and go over to the product. This shows that the people
standing around the product is very influential in getting people interested in a
new product. From my observation I concluded that customers are very influential
in the selling point of the product as well as the unit and so to get this chain
reaction started the point of sale should be quite large so it is instantly noticed. In
this case the unit is interactive so customers would tend to linger around the
product for significantly longer. The other thing I noticed was the amount of space
between each product as each product had its own sort of area this meant that if
one product was too crowded the others could be used at a different point I think
I will take this into account when thinking about the placement of my unit as this
could prove to be an important factor when drawing customers to it.

Environmental Snapshot
This environment of a traditional barber shop setting would be perfect for
this sort of male grooming product. Because Mr Natty focuses on specific on
certain parts of male grooming such as beards and moustaches it is the
perfect product to be stocked in these types of settings due to its traditional
style and the type of product is more likely to be used in this sort of setting.
This environment also can be incorporated into the design of the point of
sale itself such as the wood floors and possibly the barber shop chairs being
incorporated somehow. This kind of setting is very relevant because Mr
Natty started off as a barber before he developed his product , and so this
sort of environment may have been important when he developed his
product with the quirky but modern style. Another aspect to take from this
setting is the lighting used as it effects how it is affected on the product here
in this barber picture it has low lights and also spotlights to light the shop.
This feature would clearly
This environment differs from the previous barber shop as it has a retail
setting the picture shown on the right is of Urban Outfitters which I feel would
be a good environment for this sort of product as it has the same kind of feel
will the barber shop of being vintage with the wooden floors and low level
lights. However what this environment has that the barber shop doesn’t is the
retail side, the style of the clothes also matches the sort of people that are
likely to buy Mr Natty products . The type of fashion included in urban
outfitters include vintage, retro, hipster and ironically humorous and I feel the
product would thrive in this sort of environment as well as barber shops and
specialist stores. This links back to customer profiling aspect of research as it
targets this particular audience of people if put into this environment
The environment a product is placed in can be very important in selling a product to a certain type of audience
so I have looked at these two environments one being a male barber shop and one of urban outfitters. I feel
these two places are relevant for this kind of product due to its background, the way it looks and the audience
the point of sale is trying to attract to the product. As well as looking at ways of the product fitting into the
environment I will take ideas from the environment to incorporate into the point of sale design.

Market Research
Fish looks like its targeted at people between the ages of 20- 30 its quite an expensive brand,
and so I think it would be targeted at richer people. Fish started off as just a hairdressers
before they started selling products and so an element of their success is due to possibly the
popularity the shop had before they started selling products, they also have celebrity clients
which helps to sell the brand. The physical appearance of fish products look as if it would or
perhaps should be aimed at a younger age however the website shows a more sophisticated
branding in this it is a bit unclear just quite what the age group Fish is directly targeted at. The
colour scheme Fish uses is very bright and modern it uses almost luminous colours which is
straight away appealing to the eye and cannot be missed this can be effective but can also
make the product look a bit cheap. I have mentioned before that the product has a few
confusing factors when it comes to its advertising due to its website not entirely reflecting
the way the product is presented in shops this makes the product a bit inconsistent with
branding
American crew is quite a traditional looking product with a few modern
features it has a large fan base is one of the top selling male grooming products.
I would predict the age of the product from about 17 to 30 just because the
product itself seems like it would appeal more to younger people because of
the way the product is presented and the models they use on their site. The way
this product is marketed is slightly different from the way of other male hair
products in particular in that you cannot purchase the product from its official
site so it adds that sort of exclusivity to the product and if really as good as it is
presented people will go out of their way to find the dealers that sell the
product .

Market Research
Vo5 is a very modern and popular brand it is very popular among men and is
one of the leading brands in male hair grooming. I would say because of how
modern vo5 is I would estimate its target audience at somewhere between
13-25. although this is quite a young age I think it probably wouldn’t appeal as
much to older men through both the product itself and the ad campaign it
has. Vo5’s marketing is very good as it can be purchased from virtually any
department store and can also be purchased from the official vo5 website .
The units that advertise vo5 are also very effective they usually have quite eye
catching colours like red to attract customers to it. Vo5 uses quite a modern
colour scheme and packaging which is good as it means the majority of
people will go for their products. It is mainly aimed at people who like new
and modern hair styles
Brylcreem is a very traditional brand and has been around since 1928 .
Because of the long life span this product has ,brylcreem has quite a lot of
customers from the older generation . However it has some younger
customers for people who have traditional haircuts and prefer the more
traditional products as appose to the modern ones. Overall I would
probably estimate the target audience of brylcreem to be about 30+.
Brylcreem isn't really majorly advertised and its very rare to see sale units
for the product this could be because the product is a bit outdated and is
being replaced by newer products like Vo5 and shockwaves. It’s a lot
cheaper than the other products I've mentioned ranging from about 2-3
pounds this could further show the decline in the products sales and new
audience.

Brand Profiling
Overview: Brand profiling seemed as a very good research method to have as it means I can go into more detail
into the brand I am basing my point of sale on I felt going into more detail about the brand I am doing could be
very helpful as it gives me a better idea of what the brand is about, how the creator in this case Mr natty would
like it to be presented and also a bit of background knowledge of the product. As well as just researching the
products for my own benefit I can also see how the products compete with other male hair grooming products
such as VO5. Mr Natty is a brand created by a barber named Matt Raine who goes by the name Mr Natty. It is a
brand that stocks a range of male grooming products from wax and gum to aftershave and moustache specific
products. Mr natty targets its products mainly towards people who have traditional hair styles and cuts and this
is evident through the way the product is presented as well as the way in which the things such as the website
and other ways in which the product is advertised. Although Mr natty is quite obscure and unknown to the
majority of people it has received critical acclaim from reviewers and customers alike saying that the products
work especially well especially with Mr Natty's moustache specific products these are often praised in reviews
online and are highly recommended. The only problem the product has encountered and has been said negatively
about is the lack of it, as there is only really one outlet that sells the product and that is the official website. The
development of Mr natty began as the creator Matt Raine felt the products in stores were not the type of things
that were right for himself and his clients.
Tradition & Age : the age of MR natty customers largely vary as this product isn’t directly aimed at a
specific age group but more fans of the style of barber Mr natty is which is directly influenced into his
products. This is evident when you see the type of customers Mr natty has they seem like they are of
quite a young age and not at all particularly old so I believe that people buy Mr Natty products purely
based on the styles the barber does and so the age range could really start from as young as 18 . All
Mr natty products are made and based in the UK which makes just that bit more exclusive they can
only be purchased from this country alone and so has quite a small fan base and isn't really
distributed on a worldwide scale
How Mr Natty Compares to other hair products and aftershaves: because of its exclusivity Mr Natty
doesn’t really sell as much as other male grooming brands that are hair specific such as VO5 or
Shockwaves and because it doesn’t really appeal to the everyday man, the product has quite a small
audience at the moment . At the moment it only really appeals to people who are familiar of the
brand and use it a lot and also people who are fans of traditional haircuts

Competitive Products
High Cost
Low Cost
Modern
Traditional
Shockwaves: shockwaves isn't a very
expensive product but is very modern and
popular. The product has vibrant colours
on each plastic wax container and just
generally has a very modern everyday feel
about it. Its also very simplistic which can
be a good selling point for anyone isn't
that concerned about there hair products
and just want something that is very
simple but still effective to use
Schwarzkopf: from looking at a range
of Schwarzkopf products I noticed that
they cost slightly more than other
competitors such as VO5 and
shockwaves. The product has a quite
up to date and fresh look about and so
this shows it is very modern
Brylcreem: Brylcreem is a very traditional male
grooming brand purely because of the time it Was
introduced and the life span the product has had.
Brylcreem was first introduced to the public in
1928, and although the packaging has had slight
alterations to perhaps make the product look a bit
more modern it still remains the same product in
the container. Although its quite and old product
and people would assume it would aim at older
men it could actually be aimed at a younger
audience that prefer more traditional styling.
I have decided to do competitive products as I felt it would be
beneficial to see what products already exist and how well they sell
or don’t and most importantly try and identify what kind of issues
these products have and what are successful about these products
American Crew: American Crew is fairly traditional
but at times can be modern. From looking at the
American crew website it has quite a traditional
look but some of the styles shown are very modern.
The other thing I had noticed about American crew
products is that they cost slightly more than other
male hair products so I have put it in the higher
range cost for these types of products.
From this information I have gathered that these products all have a
specific target audience and this is judged due to the price of the
product as well as the type of style the product has . I will think about
when coming to the pricing stage of my product design. Although the
products do have specific target audiences they all seem to sell very
well which also made me think that these small audiences I thought
some of these products may attract may actually be bigger that what I
had originally thought

The people likely to buy Mr natty products would
include people with a traditional sense of fashion as
well as moustache enthusiasts and people who prefer
the more traditional method of male grooming. This is
evident as the product uses very old style kind of texting
and colours which give it this appeal. People who are
also just fans of the barber “Mr Natty” may also buy his
product as they are fans of his work or just simply think
his products work best with their hair. Customers
especially the ones who use the moustache specific
products often praise “Mr Natty” on how good the
products work and so people with moustaches would
definitely be one of the key target audience on Mr Natty
products. The smell of Mr Natty” products are also
often praised and so customers often go for this feature
of the product against the rest of the competition.
Customers often say that the product itself is appealing
because of the way it is packaged is out of the ordinary
for modern male grooming products . An example of
this is the paper that the soap is packaged in and the
way in which the tins with wax, gum and clay are
presented, being old fashioned. The product is often
complimented on online reviews for being effective and
moustache enthusiasts often praise Mr Natty products. I
would probably range the age of these customers of
about 25 – 45.
Customer Profiling

Mr natty has quite a quirky and vintage style
to it so I have decided to base the mood
board on the types of materials that people
would often associate with the product such
as teak wood and old fashioned shipping
equipment such as anchors. I have decided
to have moustaches as a predominant
theme within the mood board as it is what
makes the product unique within the
branding as well as the moustache specific
products for example ‘’Mr Natty's Twizzle
wax. As well as the product incorporating
moustaches I feel it is important for the
customer to straight away notice this feature
as although moustache enthusiasts are quite
a small obscure minority of people I feel it is
important to have a feature relating to this
on the unit. This mood board should be very
useful in that all these pictures can be taken
into account when designing the unit , the
thing I'm willing to take into consideration
from this mood board include the shapes
that the wood is carved into as well as the
type of wood used . The finishes of the wood
is also very important as different finishes
have different effects on the wood
MoodBoard: Mr Natty

Aesthetics
Wood
Traditional
Materials
Environmental Aesthetics
Customer Specific
Hair Specific
Teak
In Shop Details
Clear Presentation
Traditional style
Front of shop
Male Grooming
Similar Styled Products
Exclusive
Black Slate
Barbers
Mr Natty Logo
Environmental Snapshot:
The environment a product is placed in can be very important in selling a product to a certain
type of audience so I have looked at these two environments one being a male barber shop
and one of urban outfitters. I feel these two places are relevant for this kind of product due
to its background, the way it looks and the audience the point of sale is trying to attract to
the product. As well as looking at ways of the product fitting into the environment I will take
ideas from the environment to incorporate into the point of sale design. From this I have
realised that the environment I target the product in is very important as it is the place that
my target audience is the most likely to go to purchase other goods that fit their market . So
for this I have decided to advertise my product at places such as traditional barbers and
urban outfitters.
Research Summary

Further Specification
my point of sale will contain an wooden element to it preferably using teak wood I have decided to use this based on the appeal of the website using
quite traditional looking dark woods , as well as the environments I had looked at also incorporating these kinds of woods .
My point of sale will also need to include the Mr natty logo due to the fact its quite an unknown brand. And so many people wouldn’t have heard of it, I
have found this when doing my research as when I was doing my questionnaire out of all the people I had asked only one person knew what Mr natty
was
My point of sale needs to include some sort of logo that is relevant to the brand so I feel the moustache or sort of sailing icon would make sense to use
. Especially because this brand is relatively unknown I feel this would be particularly important to have an icon that can be easily recognised and
associated with the product
My point of sale will need to be at about eye level. This is a feature I noticed people recommended when doing my questionnaire and so I feel that it
would make a lot of sense to do this. The size of the unit would also not have to be too big which is good in a way as it means that because the product
is of quite a small size, the unit itself doesn’t detach from the product
Although people have often said in questionnaires that many customers don’t really tend to buy products from interactive units I will need to make
sure that the unit holds customers for as long as possible I feel this can be achieved by the positioning of the product in the shop and the amount of
space around it so larger space around the product and closer to the door of a shop would be preferable
My point of sale should be similar to the environment I put it in and the two environments I observed and felt would be perfect for the point of sale
unit was urban outfitters and a traditional barber shop so barber shop aesthetics could be included in the design of the point of sale unit or possibly
any of the urban outfitter fashion designs so that the point of sale unit would fit into its selling environment better
This unit will include and mix of dark and light woods due to the way the brand is already advertised and the environments that the products fits into.
This is also suitable because of the traditional style.#
The point of sale would cost around 20-30 to make due to the cost of the materials used and the cost of the product itself I also think this price is about
right due to the types of woods and finishes used on the point of sale unit

Initial Designs

Concepts

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