From assig3, we uncovered certain strategic gaps, and trends which we hope to take advantage of. By relating these closely to Happy Pills’ belief of spreading joy, we want to leverage on these associations to engage consumers in spreading our message of happiness.
Strategic gaps we identified for exploration were vitamins/health agenda, interesting concept and novel packaging. We then looked at some consumer trends which we could delve deeper into such as desire for holistic health, life guides, and active citizenship. In addition to these, we also considered the positive and negative associations of the Happy Pills brand, and started to pull out associations which would further connect the brand to the consumer.
Moving away from the medicinal image, we can associate Happy Pills sweets as a healthy alternative to commercial candy. By producing sweets enhanced with vitamins and made from organic, natural ingredients, we can leverage on the strategic gap of vitamins/health agenda and the desire for holistic health trend. Happy Pills can thus provide both implicit and explicit benefits to consumers.
Singapore being a multi-racial country, we have festivals every other month. Happy Pills can use this opportunity to make festival/seasonal related products. Taking customisability to a new level, consumers can not only custom make their own bottle of sweets, Happy Pills can also offer an opportunity for customers to design their own sweets for bullk order to add a special oomph factor. This would keep Happy Pill's concept interesting, and promote active citizenship.
Happy Pills aims to be a cure for your blues, on a higher level, we hope to help remedy the ills of the world. Happy Pills can contribute a portion of their profits for Corporate Social Responsibility (CSR), and give back to society. Hence, this would encompass Happy Pills being a “cure” in a bigger picture. Spreading the cheer, and helping to cure the ills of society.
