The Instant Makeup Artist in 2060 - Essay Example

? Emma In 2060 The Instant Makeup Artist (IMA, pronounced “Emma is a revolutionary robotic device that automatically applies makeup to a woman’s face professionally and perfectly every time. After a “training mode” period in which the robot learns the various moods and desires of its owner, the woman can select a preset makeup style and within a matter of seconds the IMA has applied that style of makeup to her face perfectly. Different design styles are available, from larger home-use modules to small portable units. The robot has an auto-scrub feature that will clean the face as well, so makeup can be removed quickly and easily. Using nano-technology and organic long-chain molocule raw materials, the IMA manufactures the makeup on the spot, meaning that a woman never has to purchase lip gloss, lipstick, eyeliner, mascara, foundation, blush, highlighting or any of the other facial makeup products ever again. The cost for a normal unit is only $349 and the buyer sees an instant saving of both time and money. Most women recoup the cost of the IMA within a year. When introduced, the IMA was not advertised or placed in retail locations. The promotional tool used was a social-networking epidemic campaign that grew out of the “Maven-Connector-Salesman” theory first proposed at the turn of the century by Malcolm Gladwell in his book “The Tipping Point.” (Gladwell) Mavens in the area of beauty were first identified and then carefully introduced to important connectors to establish the network focus points. It was believed that personification of the product (Emma) was a key to selling to women and so “Emma” was given a personal webpage. In the beginning, “she” was present only to establish a presence, personify the product and offer a brand identity. A simple form for ordering was the only indication that the product was available. The personification of the product was the third point of the strategy and a careful search had been made to find the perfect saleswoman who would personify the IMA and become Emma. Emma became the face of, and personified, the brand. Mavens were identified with carefully placed Maven-traps and the Connectors and salesmen were identified by genetic algorithm driven social networking spiders. A careful social engineering campaign was launched to develop relationships with Mavens and introducing them to Connectors. This was accomplished by one team and another team focused on developing relationships between Connectors and Salesmen. While the preparations for product launch were under way, production was working out the bugs in the manufacturing and support division. When the marketing team felt the network was ready to start the campaign, Mavens were provided with IMA’s to test in order to get their opinion. They were cautioned that the product was still in the early stages of production and were cautioned to only discuss it with close friends or if asked about it. Connectors who had been previously introduced to Mavens were quietly told about this new and revolutionary product, that it was in limited production and the company was keeping it quiet. The Connectors consulted their Mavens, received confirmation and validation and began telling their friends, some of whom were the Salesmen the team had identified. This caused an underground word-of-mouth campaign within social networks that generated an exponential demand with no advertising cost. The oversupply of childbearing age women as compared to men and the difficulty of women in finding a mate resulted in the desire of women to have a “secret weapon” that would give them an advantage over other women. The ability of a woman to put on, repair or rapidly change her makeup was noticeable and caused curiosity. Most women were in the workforce and their social lives revolved around their free time away from work. Women discovered a small change in their wardrobe and a change of makeup meant they could practically change personalities during a 45-minute lunch-break and be themselves. Women found it empowering. By limiting placement of the IMA and using a stealth promotional campaign of social networking word-of-mouth, Emma was able to take all competition completely by surprise. Traditional makeup product manufacturers had no time to alter their marketing mix to compete. Initially each brand thought they were losing market share to competitors and by the time they learned the truth, Emma had already seized a remarkable market share and sales were growing rapidly. Competitors had permanently lost market share before they could formulate a response and they had no hope of developing a new product to market in time to compete with Emma. After almost a year of exponentially increasing sales, the decision was made to go public and Emma was “exposed” on several leading women’s talk shows. The demand for the IMA exploded. With the stealth campaign over, Emma re-arranged her website, opening it for blogging and community participation. Women began sharing special effect settings and discussing how they used them. Distinctive makeup styles for public personalities such as movie stars and singers became available. Women were able to discuss the effects of various settings and learn how to program a distinctive and personal makeup style that suited their personality and image. Marketing and production staff gathered the information provided by the users as a form of cost-free market testing and feedback, using the information to continue development. Emma is now working to continue miniaturization of the IMA and negotiating with vehicle manufacturers to place an IMA in vehicles as a premium option. The demands of cosmopolitan life, the competition for a mate and the desire of women to look good and feel good about themselves caused the IMA to be a “must-have” product, much like the cell phone was a required accessory within ten years after its introduction shortly before the turn of the century. By choosing to sell directly to the consumer, Emma garnered higher margins and developed a trusted market following that allowed the expansion of the brand into other products the company developed. Carefully monitoring the social network of users, Emma was able to identify a much more complete picture of Maven-Connector-Salesman relationships and exploit this for new product releases. We consider the proprietary information about these individuals and relationships to be ourtheir most valuable asset, more valuable than the brand itself. Plans for the future revolve around the development of new products that can exploit the same epidemic sales campaign that was so successful with the IMA. Work book Sheet No.2 Week 3 Product description: Instant Make-up Artist A high-tech robot square box Programmable with a variety of settings and a learning mode. Varity of natural colours: water roof, high condition and moisture etc Contain different vitamins to support skin for long term user Robot box will do a specific style of make-up when user selects from a list Make-up will be done seconds without any mistake Robot can be different sizes: (at home: original makeup artist 35*35cm; at work: small makeup artist 10*10cm; emergency: super artist 5*5cm) Target market: Understand consumer needs and wants even thought the needs and wants are not vocalized. (understand consumer desires for effective product development) Investigate issues such as: personal/ group influences, motivation, attitudes, consumer knowledge, consumer patterns and consumers’ lifestyles. If the marketer can understand consumer environment, they can create effective new products. In this case, the target market for this product is women: ages from 16 to 19; ages from 20 to 28; ages from 29 to 35; ages from 36 to 60. By differentiating between age groups marketing and sales can be analysed more effectively. In 2060, women will have a very high demand for daily-use beauty products. New products need to be high quality, fast and easy to use. Due to several wars from 2035 to 2050, the ratio of men to women is 86 to 100. Over 50 million women of childbearing age cannot find a husband, and there is much competition for available men. This situation creates an emphasis on personal appearance at all times. High tech society pushes women into another level of satisfaction. Women have a very limited time for everything in their lifestyle. What they want is something quick, easy and effective. They will not spend more than half an hour to put on their makeup every day. They want something else that will do the job quicker and more professionally than what they are capable of. Target market benefits: As people work and make more money, leisure time decrease- leading to an increased value of time. Time using the product will not take more than 3 minutes Women can change their style of makeup rapidly to match the environment: Conservative for work, more provocative at lunch and back to conservative for work in the afternoon. High tech is accepted and friendly- the cost of good is very reasonable Polychromic time use involves performing two or more activities simultaneously, such as: using makeup artist while watching TV news; using makeup artist while reading a newspaper; or using makeup artist while finishing an work project Where does consumption occur? Instant makeup artist can be use at anywhere How is the product consumed? User can select particular favourite type to suite their face, then the robot will do the rest How much is consumed? User can use the product as many time as they want to in one day How does it feel? User will feel great while using the product because they can watch the robot make up their face and how it gives beauty to their face like a magic trick (feel excitement, interested, relief and pleasure) Women will no longer spend thousands of dollars on other different types of makeup products which may not give them a good result. Women do not have to pay too much time on choosing several beauty products Friendly environment: product can be recycled for future use Market mix strategies: Product: Product is effectively used in any conditions Product can satisfy women need and want Product can be a basic need for future generation Externally, woman will find the product very useful and effectively on saving time Price: Due to high tech society, product has a very reasonable price As the variety of products sizes there are different cost for each individual one The price of product is included other, such as: product is very safe to use as it contains variety vitamins to support skin; it is very convenience to use as user let robot doing a thing The target price for the normal size will be $349 Promotion: Message: “Emma will make you beautiful” Advertisement will focus on word-of-mouth through social networks There will be a web site which provide: detail of product, price, blog, community discussion, links to social networking sites and online communities. Place: The product can also be purchased on line as direct selling to maximise convenience for the consumer In 2060: The world and society: Most busy than ever before Very high technology impact Lower energy resources mean people work harder and have less leisure time. Intense competition between suppliers Climate change and high levels of pollution have urbanized society. Resource wars from 2035 to 2050 killed 15% of the male population. Robots now part of human normal life The consumer: High expectation toward their choices New level of satisfaction: all requirements must be met Demand for fast services: robot service Demand multi-function products useful for different tasks Demand products which have no harm for the environment Limited time to investigate choices, high reliance on social network opinions The marketing: Very efficient on their product and service Seek a large and different target market for their product Product can be multi-purpose for different users Product will have to satisfy consumer needs and wants and will be based on what it can do for the consumer or its target market Products must be very hi-tech or unusual looking to attract consumer attention Product has to connect with the consumer or it will be lost in the information overload Generally, product has to have the attractive outlook, multi task, high quality and recyclable. Work Cited Gladwell, Malcolm. The Tipping Point: How Little Things Can Make a Big Difference. New York: Little Brown & Co. 2000. Print Read More

 

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