The Brand/Product: 1.Attributes: The attributes are the product"s primary characteristics, both physical and functional. They are what the consumer might recognize first about the product through the five senses. The physical attributes are what make the product what it is. They are scent, texture, package, contents, variety and price. The functional attributes are shown by how the products work. They include sun protection, moisture for the skin and an attractive promotion. 2. Benefits: Benefits are what the actual product attributes can do for the consumer. It is important to make these benefits different from the competition"s. Each physical attribute possesses...
they want their skin to be protected. 3.

The Most Levergable Benefits and Attributes Versus The Competition:

§ Scent- Herbal Essence is known for their extra refreshing botanical fragrances more than any other brand.

§ Organic and pure contents- The consumers now want safer products for the environment. Our competition does not offer organic products.

§ Variety- The consumer has a great selection in texture, protection, and size of how they want to purchase their Herbal Essence sun tan lotion.

§ Price- The consumer can buy a high quality product at a reasonable price, something that is rare today.