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Business Model and Strategic Plan Part 1: Conceptualizing a New Product or Service Division of an Existing Business
Brandy Gorewicz
BUS/475
August 3, 2015
Faculty Name
Business Model and Strategic Plan Part 1: Conceptualizing a New Product or Service Division of an Existing Business
A warm sunny day is a perfect invitation to get out of the house or office, gather the family, and get lost in excitement at a local amusement park. Soaking up the sun is important for health, it provides the body with essential vitamin D and can lift the spirits, but it also comes with risks. Remembering to wear sunblock before embarking on your adventures at a theme park can be difficult amongst all of the excitement, and this should be no problem if our local theme parks were equipped with the newest technology Coppertone has to offer: The Sunblock Body Misting Booth.
Product Proposal
Coppertone has been an industry leader in sun protection products and is ready to unveil the next level of sun protection with sunblock body misting booths strategically placed in theme parks and water parks all over the country. This will allow those who have forgotten to apply sunblock or those who feel they need to reapply in a fast and efficient process. The all over mister applies an even coat of SPF 50 front and back quickly and supplies a burst of air to aid in drying the sunblock before leaving the booth. The booth will be able to detect the height of the customer to more efficiently use the sunblock with minimal waste and prevent the risk of painful sunburns on the theme park visitors.
The mission of our product is to provide the ultimate protection against the sun at a moments notice, ensuring skin safety to the strength of Coppertone sunblock. To be cost effective while being efficient to all our customers big and small without the interruption of essential family moments. The sunblock misting stations will create a sense of security for the customers that need to feel protected under the sun, and knowing their loved ones are too is an added bonus.
Customer Needs and Competition
Coppertone has added the Sunblock Misting Booth division and compiled a talented team to make this new technology a success for the company. This team consists of engineers, a sales team, designers, marketing and many other essential members who are excited to launch the booths. The division will partner with the largest theme park organization in Northern America, to meet the needs of large mass of customers. The design of the booths will be well thought to feel inviting, fun and somewhere the customers will want to visit again. There will be booths placed in various locations throughout the parks to lower the wait times of customers. The last thing a potential customer wants is to wait in another line at a theme park, to reduce the risk of losing these customers to wait times there will be multiple booth locations.
The competition for sunblock is great and Coppertone has been a leader in this industry for many years, and with the booths it will bring Coppertone to a new level of protection for customers. Currently there are no competitors for a sunblock-misting booth, and Coppertone will have to stay on top of the technology before the competitors enter the market. The engineers at Coppertone will work on advancing the booths and making the product superior to all potential competition.
A business model will outline the structure of the new product, focusing on pricing, sales, and the anticipated profit. The sunblock misting booths will be renting space throughout theme parks and need to generate enough profit to make the booths worth the expense. Each booth needs to be made as cost efficient as possible and regularly as possible to ensure the longevity. The sales team will propose the booths to theme parks with insurance that they will be additions the park will be satisfied having. Selling safety to organizations will be the target motivation for theme parks to add booths in various locations throughout the parks. The sunscreen business is all designed around the safety of the customers and these booths will profit on the needs of the customers skin safety against the sun. The marketing team will creatively market the booths to meet the safety needs of customers while being fun and interactive. Children will be attracted to the booths by being attracted to the bright colors and excitement to enter something they have never experienced.
The company’s mission is to keep customers skin healthy while allowing the customer to continue enjoying their time with the people they have chosen to spend a fun filled day in the sun. The misting booths allow the customer to think less of evenly applied sunscreen, potential painful burns and only having positive memories of their day at the park. Theme parks trips are pricy, with high admission costs, parking fees and food and beverage prices marked up so the booths will be one cost that will benefit the health and safety of the customers. The division of the sunscreen misting booths will have safety as their first priority, and optimizing the technology that enable the most evenly mist to the customer regardless of their height and size. The booth will have sensors to detect each individual customer and this unique technology will give each customer a feeling of personal care.
Ethical business practices are one of the most important values of the division, maintaining the company’s reputation with their customers. The vision is clear to the division and that is to satisfy all sun protection needs fast and efficiently in a fun environment. This aligns directly with the social responsibility of the sunscreen misting booths, to be a reliable tool that customers will use and come out better than they came in. Prevention and protection has been becoming more and more important to people everywhere. Beauty standards have been changing and the days of baking in the sun is passing, making sunscreen a staple in more households. Not only is sunscreen used to prevent burns from the sun it is also used to prevent wrinkles, and using this as a tool for Coppertone will only help in increasing profit margins.
Conclusion
The innovation of the sunscreen-misting booth is the first of its kind and the team that has developed it at Coppertone has their customer’s safety as the number one priority. Families love to enjoy a fun day at an amusement park and having one less worry will strengthen the trust the customers have with the brand while finding a new way to protect themselves. This is an exciting time for Coppertone, unveiling these booths will take Coppertone into the future of sun protection.