Can you enhance the in-store appeal of national brands' natural products?
business retail retail sales store operations sustainability creative problem solving trend analysis innovation creative idea generation consumer insights
$1,600
top 50%
78
submissions
DONE
43 days ago
Small pic p g naturals

Whether you shop for organic food, prefer products with recognizable ingredients, or choose brands that align themselves with sustainability and social good, the 'naturals' trend has likely impacted your life in some way.  Although 'natural' means different things to different people (for example, natural might mean  "good for you," environmentally conscious, free from harsh chemicals, etc.), we tend to agree that it relates to the larger theme of authenticity from products and brands.  

This sweeping consumer trend has brought many small natural brands to retail shelves.   To stay relevant and meet consumer preferences,  big national brands have released their own lines of natural products.  For example, Tide laundry detergent has Tide PUR Clean and Tide Free (both natural options) to compete with small natural brands like Seventh Generation.  

Take a look at the chart below for more examples of national brands vs small, natural brands in three main product categories: laundry detergent, feminine products, and hair care.  

Deliverables

We have a two-part challenge to understand YOUR preferences for natural products and hear your retail ideas to drive consumers to national brands (including their traditional and natural product offerings).

A. Tell us about your experience with natural products by answering the following:

  1. What does a "natural product" mean to you?  
  2. Do you personally prefer to shop for natural products when they are available?  If so, what types of natural products / brands do you tend to purchase?
  3. If you purchase natural brands / products, how were you first exposed to them?   What made you want to purchase them?  (Think of why you may have purchased a natural brand instead of a national brand product that you might have been more familiar with initially.)

B. Propose an innovative retail idea that will make consumers more likely to choose a national brand (both traditional and natural offerings) over a small natural brand.  Consider the following: 

  • Your idea should relate to one (or all!) of the three product categories in the table above (laundry detergent, feminine products, hair care).  
  • Your idea should be implementable in a retail store such as Target.  We are not interested in out-of-store ideas such as marketing but rather seeking ideas that will impact shoppers who are having to choose among brands once they're already  inside the store. 

Now, please submit your idea by answering the following: 

  1. What is your unique, testable idea within a  retail store that will make consumers more likely to purchase the national brand (whether it's their traditional product or a natural product line) versus a smaller, natural brand for one of the product categories above?  
  2. Why would your idea make consumers who are shopping for natural products more likely to choose a national brand instead of a small, natural brand product? 
  3. Considering the three product categories, what steps could a national name brand take to help showcase and drive consumers towards their products once consumers are in a store?  
  4. Optional: Include a visual (sketch, drawing, mock-up, CAD rendering, etc.) if it helps to illustrate your idea so that we could test it in stores!
    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
  • Potential to Drive Sales
Leaderboard
Top 10% share $1,000 Next 15% share $400 Next 25% share $200
$125.00 M
$125.00 Square pic 60 aaeaaqaaaaaaaacjaaaajdlkowy3ogexltu3njgtndjkny04mdrmlwi3yjnlotfkmge3yg Boston University
$125.00 M The University of Nice Sophia Antipolis
$125.00 Square pic 60 1webpage logo University of New Orleans
$125.00 Picture?width=160 University of Virginia
$125.00 Square pic 60 citi parvathi Indian Institute of Technology - Madras
$125.00 K University of Michigan
$125.00 Square pic 60 5f07a26e 0d7f 4015 9f1d 1761c6d97696 Queen's University
$33.30 Square pic 60 12800376 1143752182331494 626373550988210818 n University of Massachusetts
$33.30 Square pic 60 rk Queen's University
$33.30 L Warwick
$33.30 D Arizona State University
$33.30 T University of Tennessee
$33.30 A University of Central Florida
$33.30 M University of Connecticut
$33.30 H The Ohio State University
$33.30 T Northern Ontario School of Medicine
$33.30 L University of British Columbia
$33.30 Square pic 60 0328151020 Indiana University-Purdue University Indianapolis
$33.30 Square pic 60 matthew gaiser calgary bow headshot  1 Queen's University
$10.50 Square pic 60 shivdas photo BAMU
$10.50 K University of Texas at Dallas
$10.50 Square pic 60 img 7794 University of Cincinnati
$10.50 9ngmyumm normal University of Worcester
$10.50 Square pic 60 23376402 10155942935012009 8529247081509630184 n University of Queensland
$10.50 Picture?width=160 Washtenaw Community College
$10.50 E Queen's University
$10.50 K University of Connecticut
$10.50 W University of Washington
$10.50 Square pic 60 20170718 110500 Jacobs University Germany
$10.50 Square pic 60 fb img 15189333738841761 University of Mines and Technology
$10.50 Square pic 60 ahahahaha Yorkville University
$10.50 G University of Nottingham Malaysia
$10.50 R Gujarat University
$10.50 C Pennsylvania State University
$10.50 S California Institute of Technology
$10.50 Picture?width=160 Middlesex University
$10.50 D University of Florida
$10.50 Picture?width=160 Washington University in St. Louis