Drafted this proposal for Westridge Labs - regarding the development of a new product line.

1. Sensual Souls
Product Line Development
& On-going Marketing Support
February 12, 2008
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2. Project Name:
Sensual Souls – Product Line Development & On-going Marketing Support
Date of Proposal Submission:
February 12, 2008
Proposed Start Date:
Wednesday, February 13, 2008
Proposal Requested By: Proposal Prepared & Submitted By:
Westridge Laboratories, Inc. Independent Marketing Consultant
Gregg Haskell, President Lori Vrebosch
1671 E. St. Andrew Place 16761 Viewpoint Lane, Apt 204
Santa Ana, CA, 92705 Huntington Beach, CA, 92647
P: 714-259-9400 P: 714-222-6707
F: 714-259-9401 F: 714-369-2671
ghaskell@westridgelabs.com Email: lorivrebosch427@hotmail.com
Completion Date – Phase 1: Completion Date – Phase 5:
TBD TBD
Completion Date – Phase 2: Completion Date – Phase 6:
TBD TBD
Completion Date – Phase 3: Completion Date – Phase 7:
TBD TBD
Completion Date – Phase 4:
TBD
Consulting Rate:
$65.00 per hour
Payment Terms:
Weekly invoice submitted by Lori Vrebosch each Friday until completion of project.
Paycheck to be prepared each Wednesday until completion of project.
Work Commitment:
A minimum of 20 hours per week will be committed until the project is complete.
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3. Executive Summary:
Though currently only in a conceptual stage, “Sensual Souls”, manufactured by Westridge Laboratories Inc, is
intended to be a modern, classy and high-end line of intimate and romantic products for lovers, and will compete
directly with the product lines of ‘Kama Sutra’ and ‘Shunga’, manufactured by The Kama Sutra Company and Eau
Zone Oils & Fragrances Ltd, respectively.
Though there are a great number of companies and manufacturers producing and marketing various types of intimate
products which range from sensual lubricants and massage oils to novelty adult toys, it appears that in terms of
producing a classy and high-end “line” of intimate and romantic products for lovers, The Kama Sutra Company is the
leading the way in this niche market with their comprehensive line of Kama Sutra products.
Kama Sutra
Established in the 1960’s, The Kama Sutra Company, based in Thousand Oaks, California, claims to have been
“inspired by the 4th century Indian text on lovemaking - the Kama Sutra of Vatsyayana.” Within the “About Us” page
of the Kama Sutra website, they have referred to their own products “as entire group of complementary products”, and
promote them as items that “Makes Love Better”.
The Kama Sutra Company produces a variety of scented and flavored massage oils, sensual lubricants, edible body
paints and body powders, various balms and body soufflés, a small line of clothing, as well as a couple intensifying
gels. One of their obvious strengths is in their production of romantically styled packaging of gift sets, each which
includes several trial sizes of various products from their line. Undoubtedly, part of the success that is enjoyed by The
Kama Sutra Company would be derived from their marketing strategies, which includes contests, VIP Clubs, email
newsletters, direct mail, tradeshow participation, and a classy and easy to navigate website, which includes a wealth
of celebrity endorsements.
Shunga
Following the lead set by The Kama Sutra Company is Eau Zone Oils & Fragrances Ltd, with their line of Shunga
intimate products. Based in Montreal, Quebec, this company has closely imitated The Kama Sutra Company in terms
of their product story, with their product line “Shunga”, being based on ancient Japanese works of art, specifically
Japanese erotic paintings that were made from the 16th to 18th centuries. Eau Zone Oils & Fragrances Ltd has also
mirrored The Kama Sutra Company in terms of their product packaging and marketing strategies.
Though the actual Shunga product line is almost the same as the line of Kama Sutra products, the Shunga family of
products also includes a variety of unflavored, scented massage and aphrodisiac oils, massage candles, orgasm
enhancing and g-spot arousal creams, sexual energy herbal supplements, massage creams, bath salts, and shower
gels.
Summary
While both The Kama Sutra Company and Eau Zone Oils & Fragrances Ltd have enjoyed success with their
respective product lines, they share common weaknesses, which opens the door for a new, modern, classy and high-
end line of intimate and romantic products for lovers to be introduced into the marketplace.
Though a comprehensive SWOT analysis will be part of the proposed jobs included within this proposal, in short, the
weaknesses of the two aforementioned companies include:
• Product Stories – Both companies base their product line on various “ancient, ethnic arts of love-making”. In
light of recent national and world events, unfortunately the ethnic basis of these products may be considered
a weakness to some.
• Product Packaging – Though the packaging of both lines may strike a certain romantic chord in some, much
of the packaging appears somewhat “dated” and dark.
• Competitiveness – As the products of Shunga have been so closely designed to look like Kama Sutra, there
may be some confusion for consumers on what products belong to what company. Further to this, several
other companies have adopted the look and feel of various products manufactured by The Kama Sutra
Company, which has leads to an over-saturation of what was once and original “look”.
• Products – Though both companies produce a variety of products, many of the products, and much of the
marketing lacks substance in terms of qualifying how and what the products actually “do” for the users. It
should be noted that Shunga has done a better job than Kama Sutra in naming their products with qualifying
characteristics (i.e. “Orgasm Enhancing” or “G-Spot Arousal”)
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4. Sensual Souls – Opportunity for a New & Modern Product Line
Product Story
Because Sensual Souls story is one that is based on “auras”, which have been scientifically proven to exist as
“electro-magnetic fields” that all living creatures emit, there is a certain modernism about the product line. This also
contributes to the believability that users could in fact affect their “aura” and/or could create an “aura of sensuality”
through the use of two or more products that contain mood-altering and sense-stimulating ingredients. It could
therefore, be assumed that Sensual Souls products would have a good opportunity for pairing up products and/or
creating gift sets.
Ingredients
All products within the Sensual Souls line will be developed to include the most powerful sense-stimulating ingredients
that will “activate” certain responses from users. The use of clinically proven aromas, tastes, textures (or sensations
enhancing ingredients like “tingle”) and colors will be applied to various items within the Sensual Souls product line.
Unlike Kama Sutra and Shunga products, Sensual Souls products will actually “affect” users, as opposed to being
products that “complement” ancient lovemaking styles.
Marketing
In marketing the product line, suggested combinations of specific Sensual Souls products will be encouraged in terms
of helping consumers to understand how and what products will create various the “sensual auras” they desire.
Potential taglines like “Create an Aura of Sensuality” – or “Awaken the Mind, Body & Spirit” could be used to generate
interest in the Sensual Souls family of products.
Specific advertising, promotion and sampling programs must be developed to support, introduce and generate interest
in the Sensual Souls line. Distributors will not be encouraged to only purchase selected products, but rather the whole
line, as it is imperative to the product story that consumers can select, mix and match products to create their desired
“sensual aura”.
Website
A comprehensive, classy, easy to navigate website is critical to not only the product launch of Sensual Souls, but also
the ongoing success of the product line. It should not be associated with I-D Lubricants, nor should it be included or
promoted on the I-D website.
Packaging
The packaging of all Sensual Souls products will be critical to the success of the entire line, as all products must emit
a modern, colorful, and interesting look and feel – and must look like they fit together. The packaging should in no way
resemble that of Kama Sutra or Shunga.
Product Launch
The product launch of Sensual Souls is also critical to the long-term success of the product line. Products can not be
introduced one at a time or it will defeat the purpose and integrity of the aura product story. The product line MUST be
inclusive of a variety of products that can be mixed and matched, and it is imperative that enough types of products
are developed and introduced for it to be considered a “family”. It is also imperative that all lines of the Sensual Souls
family are developed and introduced, which will be represented by 7 colors – the primary colors of aura.
Future Product Line Development
There are endless opportunities to add to the product family of Sensual Souls. Continued research and development
must be performed on an ongoing basis to ensure the latest and greatest are presented. Consulting with owners of
the Sensual Souls product family is required to narrow the focus and scope of products intended for the introductory
inventory, as well as those to be introduced in future.
Competitive Research
It is essential that ongoing evaluations of what competitors are doing in brought to light so that Sensual Souls can
always be competitive within the marketplace. As “vogue” aromas, flavors and colors are changed from year to year,
these elements must be monitored as well.
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5. Project Overview:
To ensure the maximum success of the introduction, marketing and continued development of products belonging to
the Sensual Souls family of products, the following projects are suggested for development.
PHASE 1 DELIVERABLES
1. Competitive Analysis – This formatted summary will be developed to provide the management of Westridge
Laboratories Inc. with a concise understanding of competitors within the marketplace, their respective
products, product pricing, locations where their products are sold, and current competitor’s marketing
strategies and pieces.
2. SWOT Analysis – This formatted summary of the strengths, weakness, opportunities and threats will be
specific to the Sensual Souls family and will be of great assistance in the development of Sensual Souls
products, both short and long term.
3. Target Market Analysis – This brief summary will be developed to provide the management of Westridge
Laboratories Inc. with a concise understanding of who should and/or could be targeted as potential
consumers of the new line of Sensual Souls products. This summary will include demographics that include
gender, age range, and sexual orientation, potential locations of product sales, as well as a justification of the
suggested target consumer.
4. CONSULTATIVE MEETING – At the end of production of Items # 1 – 3 (as noted above), a consultative
meeting should take place, and should include company owner, sales managers and executive level
personnel who will be involved in the development of Sensual Souls. In advance of the meeting taking place,
copies of all documents will be forwarded to Gregg Haskell for review, and through email and/or phone
consultation, decisions about what will be provided and introduced to those attending the consultative meeting
will be determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied
will be made. Adequate copies of all finished documents will be provided for all staff who will attend the
meeting.
PHASE 2 DELIVERABLES
5. Description of “Introductory” Sensual Souls Products - This formatted summary will include suggested
items that will be the “introductory product line” of Sensual Souls. Product descriptions will include suggested
names, sizes, packaging, flavors, scents, colors, other imperative product development details.
6. CONSULTATIVE MEETING – At the end of production of Items # 5 (as noted above), a consultative meeting
should take place, and should include company owner, sales managers and executive level personnel who
will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all
documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation,
decisions about what will be provided and introduced to those attending the consultative meeting will be
determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be
made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.
PHASE THREE DELIVERABLES
7. Packaging Options – A formatted summary of various product packaging options will be prepared and
presented. This will include visuals of bottles, jars or other containers that will be potential suggestions for
Sensual Souls products. This may also include the demonstration and inclusion of existing products and/or
product lines.
8. CONSULTATIVE MEETING – At the end of production of Items # 7 (as noted above), a consultative meeting
should take place, and should include company owner, sales managers and executive level personnel who
will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all
documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation,
decisions about what will be provided and introduced to those attending the consultative meeting will be
determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be
made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.
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6. PHASE FOUR DELIVERABLES
9. Labeling Options – A formatted summary of various product packaging options will be prepared and
presented. This document will include visuals of bottles, jars or other containers, as well as a variety of
appropriate sample labels per container that will be potential suggestions for Sensual Souls products. This
may also include the demonstration and inclusion of existing products and/or product lines.
10. CONSULTATIVE MEETING – At the end of production of Items # 9 (as noted above), a consultative meeting
should take place, and should include company owner, sales managers and executive level personnel who
will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all
documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation,
decisions about what will be provided and introduced to those attending the consultative meeting will be
determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be
made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.
11. *Summary of Achievements Document & Meeting – A summary of the achievements, findings,
agreements and developments reached by this stage will be prepared for the purpose of reinstating the
foundation, findings and current stage of the Sensual Souls product line. This document is necessary to
ensure coming projects, which will include Items #12 - 19. This document will be presented to Gregg Haskell
with hopes of confirming all items included within, as well as to ensure the accuracy of those projects to
follow.
PHASE FIVE DELIVERABLES
12. Introductory Execution/Rollout Plan – This plan will summarize how, when and which Sensual Souls
products will be developed as the introductory inventory offering. This plan will be inclusive of staff required,
schedules, consultative meeting dates, product line development deadlines, estimated costs, marketing and
promotional piece requirements, graphic deadlines and tradeshow promotional deadlines.
13. Introductory Marketing and Promotional Piece Development & Plan – Various marketing and promotional
pieces will be first suggested and negotiated with Gregg Haskell, then will later be developed for the
introductory line of Sensual Souls products. This may be inclusive of ads, selling sheets, merchandising
promotions and other items, as directed by management. Upon piece completion, they will be presented via a
development of various marketing and promotional projects will be prepared, as well as respective schedules
and deadlines.
14. CONSULTATIVE MEETING – At the end of production of Items # 9 (as noted above), a consultative meeting
should take place, and should include company owner, sales managers and executive level personnel who
will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all
documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation,
decisions about what will be provided and introduced to those attending the consultative meeting will be
determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be
made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.
PHASE SIX DELIVERABLES
15. Website Development Plan – This piece will be developed with images and content, as well as suggested
vendors, timelines and estimated costs for the development and initiation of a unique, new website that will be
exclusively dedicated to the Sensual Souls product line.
16. CONSULTATIVE MEETING – At the end of production of Items # 9 (as noted above), a consultative meeting
should take place, and should include company owner, sales managers and executive level personnel who
will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all
documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation,
decisions about what will be provided and introduced to those attending the consultative meeting will be
determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be
made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.
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7. PHASE SEVEN DELIVERABLES
17. Description of “Future” Sensual Souls Products - This formatted summary will include suggested
products that could be added and/or developed for the Sensual Souls family, as well as a justification for their
addition to the Sensual Souls line. Product descriptions will include suggested names, sizes, packaging,
flavors, scents, colors, labeling, potential vendors, and other imperative product details. *Deliverable will be a
formatted multi-page summary, which presents the aforementioned information.
18. Comprehensive Marketing Plan (to date) – This plan will be inclusive of suggested marketing pieces that
will support the product launch of Sensual Souls, as well as continued marketing of the current and future
product line. Marketing Plan will include suggested dates, promotional piece descriptions, website ideas,
tradeshow ideas, sampling, contests and merchandising promotional pieces. *Deliverable will be prepared as
a multi-page summary of suggested marketing ideas and pieces, though actual promotional pieces will not be
developed until approved.
19. CONSULTATIVE MEETING – At the end of production of Items # 9 (as noted above), a consultative meeting
should take place, and should include company owner, sales managers and executive level personnel who
will be involved in the development of Sensual Souls. In advance of the meeting taking place, copies of all
documents will be forwarded to Gregg Haskell for review, and through email and/or phone consultation,
decisions about what will be provided and introduced to those attending the consultative meeting will be
determined. Prior to the meeting, any changes, additions or corrections to the materials to be supplied will be
made. Adequate copies of all finished documents will be provided for all staff who will attend the meeting.
ADDITIONAL PROJECTS, DUTIES & REQUIREMENTS
The aforementioned items # 1 – 19 are foreseeable “projects” that are proposed for the development, introduction,
marketing, on-going growth, development and support of Sensual Souls. It is left for negotiation between the
management of Westridge Laboratories Inc. and Lori Vrebosch to determine the priorities of projects, as the above is
merely the suggested plan for the development of this product line and is subject to change.
Items that will likely also be a part of the duties and tasks for this project that are somewhat hard to determine at this
time include, but are not necessarily limited to:
• Revisions to Plan – Upon direction and decisions reached from consultative meetings, the overall plan for
the development and marketing of the Sensual Souls product line will be adjusted accordingly. This will
include formatted revisions of the plan, which will be prepared and provided to managing staff as required
and/or directed.
• Vendor Consultation – This may be necessary for website development and packaging.
• Product Purchases – Various products may be required for purchase for demonstration or sampling
purposes. Approval of such purchases will be sought in advance, and will be kept to a minimum.
• Additional Consultative Meetings – This plan includes major consultative meetings to discuss completion of
milestone projects. Additional meetings may be required at the request of the staff of Westridge and/or Lori
Vrebosch.
• Additional Duties as Assigned – Management of Westridge Laboratories may wish to assign other projects
at other times with notice.
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8. ACCEPTANCE OF PROPOSAL:
With acceptance of this Proposal, Lori Vrebosch is authorized to proceed with services for this Project, as described in
this Proposal (Project-Services-Compensation Detail Form).
______
Owner’s Representative Signature and Printed Name Date of Acceptance
______
Authorized Contract Representative Signature and Printed Name Date of Acceptance
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