In the discipline of Promotions, why should we find the big idea from the factors of demand?

This is my product: Manuka Honey & Yogurt Hydrate + Repair Multi-Action Leave-In ( a hair product )
Link to product: https://www.sheamoisture.com/manuka-honey-and-yogurt-hydrate-repair-multi-action-leave-in/764302231448.html

Please read the instructions and note that I have uploaded my last essay, titled Target Market in connection to this assignment as a REFERENCE so you may see what findings were found. This does require some research on the product/company, Shea Moisture.

NOTE: you should follow my methodology for writing/thinking: Theory>Research>Analysis/Discussion. Remembering that the key part of the situational analysis is your ability to survey and understand the external factors that affect/effect your product/firm/industry. The results of your research and thinking about the demand shifters as they relate to your product/industry are where you SHOULD find the ideas/threads for developing your big idea. I When contemplating your big idea, you should ask these questions: 1) In the discipline of Promotions, why should we find the big idea from the factors of demand? 2) How can we use what we learned from analyzing the demand factors to create a big idea?