Abstract
In order to plan for a new men's lotion product, this study used “Seven Tools for New Product Planning”to clarify thedirection for planning a new men's lotion and optimize the concept. The Evaluation Grid Method was used to investigate hypotheses for a lotion for men. To verify the validity of those hypoth eses obtained from an Interview Survey, a Questionnaire Survey was conducted. More over, in order to appraise the situation of the men's lotion market, Positioning Analysis was conducted by using the data obtained from the Questionnaire Survey, and the planning direction for a new lotion for men was clarified. In accordance with this planning direction, 146 original ideas were generated, then in order to select the more promising ones, the Idea Screening Method was used. Finally, the product concept was optimized using Conjoint Analysis
