Project 1 (2) - To Dr John H Murphy From Sameer Badruddin...

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To: Dr. John H. Murphy From: Sameer Badruddin Date: September 14, 2010 RE: Two existing brands of men’s body wash DOVE Men+Care & Gillette Body Wash Project 1 – comparative analysis and new brand name/package design Brand Name : DOVE Men+Care o Reflects brand concept – Dove is supposed to represent freshness and clarity. Clean and comfort. The white pigeon represents clean and comfort. o Simple – easy to remember with a short name. A soft sounding name reflects the brand o Distinctive – unique in naming after a bird. o Appropriate – Dove Men+Care describes how it is for and its purpose Packaging o Protection – solid bottle to keep contents inside bottle; hard exterior to maintain bottle shape; leak-proof and light-weight o Convenience – product releases from the bottom to use all of product In the bottle; smooth, slick surface makes it difficult to carry; available in 13.5 oz or 18 oz bottle; offers three kinds of wash: clean comfort, deep clean, and extra fresh; also provided in bar o
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