Previous Challenge Entry (Level 4 – Masters)
Topic: Joy (05/18/06)
TITLE: The Pink Stuff
By Corinne Smelker
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Attention: Amber Watson
Bright Ideas, Inc.
RE: Marketing Ideas:
After careful consideration of the marketing strategies your company sent us, and after viewing the detailed marketing analysis of what people want, we have the following comments regarding the ideas you forwarded. We think your work is brilliant and definitely intend using your company again when it comes to expanding our product line.
In order to let you know our thought processes, which I believe will aid you in developing a relationship with us, I have copied everyone’s comments on the ideas you sent us. MR is Mike Roberts our CEO, JV is Jill Vernon our VP of Sales and Marketing and GT is Gloria Tennant the Graphics Artist in charge of packaging.
What if people don’t know what it means? MR
Too long! Won’t fit on packaging material. GT
Umm. Makes me think of a song from the movie “Chitty Chitty Bang Bang”. Nah. JV
Doesn’t do it for me. MR
Hard to work on the label. GT
Well, this is better, but not exactly what I want. MR
Dunno, I want the product to evoke feelings, not ‘feeling’ this one. GT
We’re not selling champagne! JV
Hmmm. Too much like ‘ditzy’ and that is not the image we want to portray. MR
From a labeling point this word is a nightmare – too long and not enough variety in letters. GT
Isn’t there a car with that name? No, it’s Lumina, but still… GT
Same question as earlier, will people really understand it? MR
WOW!! Got it in one – our dish soap does such an amazing job, it is a ‘joy’ to do dishes! MR
Joy – why didn’t I think of that? JV
Perfect for packaging – short, sweet and everyone knows what it means. Home run. GT
Amber, as you can see, we have decided that “JOY” is the name of our dish soap, and we know it will be an instant hit! With an easy to remember name, and associations with pleasure as a task is completed, we foresee our product bringing in large profits for our company. Once again, it was a pleasure doing business with you and we look forward to a continued relationship.
With Kind Regards,
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