Betsy Braun
Chris Fishburn
Jeff Hehman
Ashley Kempher
Frank Kennedy
Yi Ying
INNOVATION TOOLS
FEBRUARY 2011
VICKS
Breathe Life In, EASIER.
Introducing the new 2011 line of Vicks
Humidifiers. Vicks has made it even easier to
give your winter air a dose of humidity. With
more convenient and easier to use Vicks
humidifying units, you can add even more
moisture to your air, every day. We want to
make your life safe, healthy, and allergy free.
Try our new line of Vicks products, such as
the Vicks Nasal Strip, the Humidifying Vent,
the Portable Car Humidifier, or the Vicks
Vapor Cubes, and see how to breathe flufree. Find relief and convenience with Vicks
Humidifiers, and Breathe Life In, EASIER.
Contents
Mission
Contents
Products
VICKS Nasal Strip
VICKS Vapor Cubes
VICKS Pillowcase
VICKS Blanket
VICKS Replaceable Gel Inserts
Waterless Humidifiers
Wall Unit
Heating Vent
Shower Steamer
Car Humidifier
Big Picture Quadrant & Strategy
VICKS
Nasal Strip
Subtraction
Target Audience:
Although the nasal
strips are intended
for everyday use and
formulated to target
a variety of demographics (including
children), the portability of the nasal
strips makes their use
for travel appealing.
The nasal strip
combines the benefits
of opening clogged nasal
passages with the introduction
of soothing medication without
the mess or ingestion of pills. Its
portability and various levels
of medication concentration
allow it to serve a broader
range of consumer.
Benefits:
It is inexpensive, portable, and easy to use. The
strips use the body’s own heat
as a source to activate the release
of medication into the nasal passages. The level of concentration of
medication in the strip allows the
consumer to gauge the degree of
relief desired.
The Vicks Nasal Strip is a medicated
adhesive strip to be placed over the
bridge of the nose. The strip opens
congested nasal passages and releases medication into the nasal
passages providing instant relief of
clogged nasal passages and other
such symptoms related to sinus
congestion. It comes in a variety of
strengths (depending on the concentration of medication in the strip)
intended to suit mild to moderate
to severe symptoms. It also comes
specifically formulated to be suitable
for use with children.
While its portability makes it appropriate for use anywhere, the
nasal strips would be for use at home during sleep.
The
Vicks Vapor cube
will be utilized in several different ways depending on the consumers needs. In addition, these cubes
would be created differently based on their
intended use. For those consumers needing
instant relief from cold and flu symptoms, this
cube can be placed in water creating a concoction or formula that provides relief for the
common cold or flu. For consumers searching
for nasal and congestion relief, this cube can
be placed in a heated or steamed environment (i.e. shower, steam room,
sauna, humidifier) creating a
vapor effect.
VICKS
Vapor Cubes
Division
Subtraction & Task Unification
Benefits:
Provides a convenient, economical
and easy to use way
for consumers to
obtain relief. These
cubes can be
easily transported
and does not require
an additional power
source.
Points of Differentiation:
Ease of use and functionality. The cubes designed for
cold and flu symptoms are for those consumers who
do not enjoy taking pills and carrying larger medicinal bottles. For the nasal and congestion relief
vapor release cubes, this allows the consumer to use
in many fashions and environments (shower, steam
room, humidifier, etc.)
Target Audience:
Consumers that are constantly on
the go and looking for quick and fast relief
of cold, flu and/or nasal congestion symptoms.
Closed World:
This product would
typically be used in
a household setting
or anywhere that the
consumer has access
to water.
Price Tiers:
Price will be based on size
and quantity. Smaller cubes
will be priced lower and
consumer would receive
discount if bought in bulk.
VICKS
Pillowcase
Task Unification
Our
product, the
new Vicks pillowcase,
combines the medicine
of Vicks and a good night’s
sleep. By combining a soft
pillowcase with the scent
of Vicks you can get the
much needed sleep
you deserve.
It
will be the only
product of its kind on
the market: a comfortable,
disposable pillowcase that can
calm the consequences of a cold
through the scent of Vicks. Recommended use for each
pillowcase would be two
nights before disposal.
The benefits are
a pillow with the
scent of Vicks. The
Vicks pillowcase
provides a
pillowcase that can
be disposed of after
use. While
providing a
comfortable place
to rest your head, it
will also bring the
aroma of Vicks and
help clear up any
nasal congestion,
coughing, or
sneezing.
VICKS
Blanket
Task Unification
A
disposable
blanket which
utilizes the same
technology as the
Vicks tissue.
The target audience would be anyone
who is currently experiences nasal congestions, coughing or sneezing and is looking
for a sleep aid. Both the Vicks pillowcase and
The
blanket can be used in any environment
benefit is a
where you need relief from cold and flu- blanket with the scent
like symptoms.
of Vicks. The Vicks blan-
ket provides a blanket that can
be disposed of after use. While
providing warmth and comfort,
it will also bring the aroma of
Vicks and help clear up any
nasal congestion, coughing, or sneezing.
VICKS
Replaceable Gel
Inserts
Subtraction & Task Unification
The target audience for this
collection of products are
parents and adults who would
like to use these products in
their home, or on the go to
care for themselves and their
families.
The pricing tiers
available with the Replaceable
Gel Insert Products will vary depending on the unit being purchased. Consumers will have the option of buying a single unit
or a multi unit package. Not only will pricing be
based on the size of the unit, but will vary depending on the size of the gel packet and strength of the
Vick’s medicine within each packet. Larger gel
inserts will contain more medicine and will need
to be replaced less often. These replaceable gel
inserts have been designed to fit multiple Vicks
products in the Breathe Life in EASIER collection to allow you to choose Vicks
products no matter where your cold
takes you.
The point of differentiation between these products verses the
existing products is their ease of
use. The portability and convenience available with this collection of products allow consumers to easily humidify their
entire room, house or car with
one simple action, and minimal
preparation. Also, these innovations take up less space and
outside resources.
VICKS
Waterless
Humdifiers
Subtraction & Task Unification
The benefits of the Plug-In
Waterless Humidifier and
the Waterless Vent Humidifier are that they are
smaller, quieter, and reduce
use of other resources such
as power and water. They
are also convenient,
removable, and portable.
The
point of differentiation between these products
verses the existing products is their
ease of use. The portability and convenience available with the Plug-In unit and
the Vent Humidifier allow consumers to
easily humidify their entire room or house
with one simple action, and minimal preparation. Also, these innovations take up less
space and outside resources.
Typically, the
Plug-In and Vent Humidifiers will be used within the
home. More specifically, these humidifiers will be used within the bedroom for use during the night (plug-in)
or throughout the day (vent humidifier).
However, since the plug-in humidifier
is portable, it may be used within any
small room that is in need of
humidifying.
VICKS
Shower Steamer
Subtraction & Task Unification
The
cost of this unit
would be equivalent
to other small aromatic
devices on the market. Gel
cap inserts would be included
with the purchase of the portable humidifier. Gel cap
refills could be purchased
separately.
This
product can
be easily refilled
with Vicks replaceable
gel inserts and can also
be removed when
not in use.
The
Vicks shower
steamer easily attaches to
your shower wall with suction
cups to bring you instant relief from
cold and flu-like symptoms while in the
shower. This unit uses Vicks replaceable
gel inserts which are activated by the heat
of your shower. The Vicks Shower Steamer
combines the benefits of the classic
Vicks aroma and a hot shower. Both
elements combine to bring relief
from your cold faster and
easier.
VICKS
Car Humidifier
Subtraction & Task Unification
For
use by
drivers or passengers
of any age. Its portability
and vehicle of use are its
main points of
differentiation.
The
price initially
would be the cost of the
portable humidifier. Its cost
It
would be equivalent to other
is inexpensive,
plug in air fresheners in the market. Gel cap inserts would be inportable, and easy to
cluded with the purchase of the
use. The gel caps are inserted
portable humidifier. Gel cap
into the portable humidifier which
refills could be purchased
uses the air conditioner’s own heat
separately.
as a source to activate the release of
medication into the cabin. It also
provides a small enclosed space
where medicine can be released
into the air thus making it
effective for even short
trips.
VICKS
Strategy
Increase usage among
current users/
consumers willing to
pay more
Vicks is the market leader in the cold and flu medicine and relief
category. Our goal is to increase our profits through stimulating
demand among our current users. We feel that these new and
innovative products will justify a premium price due to the perceived value of the current products and the added benefits that
these new products will provide. Therefore, we will be positioning
ourselves in Quadrant 2 of the Big Picture Framework.