| Hedonic consumers | Utilitarian Consumers | Product/service innovation—your purple cow | Gum that has the ability to react something in your brain to recall a favorite memory. | Gum that has ADHD medicine in it. | Target Market and persona | Adults aged 35+ | High school and college students. | Goal | Our goal is to have this new brand out and selling to adults with a 10% increase in sales within a year of being put on the shelves. | Our goal is to sell 20% more gum in the first 6 months of releasing, while seeing students test scores go up as well. | Theory-based strategy 1 (name theory, define and use) | Hedonic Motivation: drive to experience something emotionally gratifying. This new gum will help adults retrieve some of their favorite memories so this will bring in customers that are looking to remember some things very vividly. Because many people will love this emotional aspect of the gum it will drive up sales. | Utilitarian Motivation: drive to acquire products that can be used to accomplish something. This gum will release some ADHD medicine so that students will be able to concentrate better while studying. Gum already increases concentration while studying so not too much of the medicine will be needed but there will be enough for students to see a difference. | Theory-based strategy 1 (name theory, define and use) | Social Networking: We would get some iElites to tweet or talk on Facebook about this product sparking peoples interest. Then, iCitizens will then try the product and tweet about it or talk about it on Facebook influencing their followers that the product does indeed help retrieve old favorite memories. | Social Networking: We would get some iElites to tweet about this product sparking peoples interest. Then, iCitizens will then try the product and tweet about it, influencing their followers that the product does indeed help with studying. |