Revealing old potential.

Last week’s case study winner was a fine example of the MBA venture team NOT targetting the product at their own age group or lifestyle – but finding an otherwise marginalised customer group instead: older people.

Also interesting: they started by looking at the gap in the market: what do old people dislike about the other products, what isn’t right for them? They then gave customers the opposite – the solution to their problem. And the name also emphasised a change, back to spring, with rejuvenating ingredients such as ‘sallow thorn’ (a new one to me – they meant sea buckthorn, but that will teach them not to use LEO – NEVER trust that website, it’s not moderated!!. Instead use dict.cc, which is).

Anyway. I diverge. In the same way we never got to discuss in detail one of the crucial parts of the marketing mix – price, which with this packaging is doubtless high – but here we’re still only at the concept stage. And the concept was the winner…