Anonymous Company
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Next Challenge: How Do You "Sneal?" — Designing the Future of Intentional Eating |
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.
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:
- What does a "natural product" mean to you?
- 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?
- 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:
- 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?
- 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?
- 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?
- 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!
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Submissions will be graded on the following criteria:
- Meets Deliverables
- Creativity
- Clarity
- Potential to Drive Sales
will share $1,000
will share $400
will share $200
| $125.00 |
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Ms. Banu R.Raman | |
| $125.00 |
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Dione Sun Boston University | |
| $125.00 |
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Milana Vracar The University of Nice Sophia Antipolis | |
| $125.00 |
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Derrick Wesley University of New Orleans | |
| $125.00 |
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Matt Ohlson University of Virginia | |
| $125.00 |
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Parvathi Madhu Indian Institute of Technology - Madras | |
| $125.00 |
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Kiersten Wilde University of Michigan | |
| $125.00 |
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Gunvir Kalra Queen's University | |
| $33.30 |
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Michelle Ripley University of Massachusetts | |
| $33.30 |
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Ritika Kalra Queen's University | |
| $33.30 |
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Leia B Warwick | |
| $33.30 |
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Dario Soto Arizona State University | |
| $33.30 |
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TJ Fritts University of Tennessee | |
| $33.30 |
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Abigail Bernhardt University of Central Florida | |
| $33.30 |
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Megan Lynch University of Connecticut | |
| $33.30 |
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hacer akpolat The Ohio State University | |
| $33.30 |
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Tamika Hamlet Northern Ontario School of Medicine | |
| $33.30 |
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Lisa Nguyen University of British Columbia | |
| $33.30 |
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Kaleb McArdle Indiana University-Purdue University Indianapolis | |
| $33.30 |
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Matthew Gaiser Queen's University | |
| $10.50 |
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Shivdas Ashtekar BAMU | |
| $10.50 |
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Krishna Kadiyala University of Texas at Dallas | |
| $10.50 |
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Olivia Baer University of Cincinnati | |
| $10.50 |
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Kayleigh Cooper University of Worcester | |
| $10.50 |
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Miao K University of Queensland | |
| $10.50 |
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Heather Tasker Washtenaw Community College | |
| $10.50 |
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Emily Armstrong Queen's University | |
| $10.50 |
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Kate Szan University of Connecticut | |
| $10.50 |
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Wen Yi Aw University of Washington | |
| $10.50 |
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Sharicia Mason Jacobs University Bremen | |
| $10.50 |
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Isaac Barnett Ofori University of Mines and Technology, Ghana | |
| $10.50 |
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Dyllan Hancott Yorkville University | |
| $10.50 |
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Gandhari Nawalage University of Nottingham Malaysia | |
| $10.50 |
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Ridhdhi Gajera Gujarat University | |
| $10.50 |
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Chloe Leung Pennsylvania State University | |
| $10.50 |
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Sumana Mahata UCSD | |
| $10.50 |
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Jessica Somers Middlesex University | |
| $10.50 |
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Darshan Gabani University of Florida | |
| $10.50 |
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Arefeh Sherafati Washington University in St. Louis |