Shiseido Marketing Report
TABLE OF CONTENTS
Page
1. Introduction
2. Situational Analysis
3. Promotional Strategy
5. Problems and Issues
6. Overall Findings
7. Campaign Measurement Strategy
8. Evaluation
9. Recommendations
10. Appendices
10. Questionnaire
11. Facebook Figures
12. Blog Post
INTRODUCTION
The market segmentation of mascara users is classified into 2 sections. There are youths from 16 to 25 years old and ladies from 26 to 35 years old. Majolica Majorca’s key demographic is a young, stylish woman between 18 to 25 years old. Women in this age group are thought to be fashionable trendsetters and possess a love for makeup.
There is plenty of competition in the market, for example, L’Oreal’ Paris, Maybelline and Avon. Compared to their competitors, Majolica Majorca is sold at a relatively reasonable price point thus making it more accessible to the younger market
SITUATIONAL ANALYSIS
We divided our situational analysis into four portions; marketing environment, product brief, consumer analysis and competitor analysis.
Firstly, the location assigned to us was Taylor’s University, a marketing environment that was rich in our key demographic of women between 18 to 25 years old. Students of this university consisted mainly of the middle to higher income category. This provided us with plenty of potential customers who could afford our product. The promotional booth was set up in front of the Student Life Centre, a recreational area where students relax in between classes. The booth was crowded throughout the one and a half hours assigned to us, with customers streaming in long after our time slot was over.
Secondly, there is no other mascara better than the Lash King mascara currently in the market. Being smudge proof and waterproof was a major selling point as trialists were able to experience first hand how true
Page
1. Introduction
2. Situational Analysis
3. Promotional Strategy
5. Problems and Issues
6. Overall Findings
7. Campaign Measurement Strategy
8. Evaluation
9. Recommendations
10. Appendices
10. Questionnaire
11. Facebook Figures
12. Blog Post
INTRODUCTION
The market segmentation of mascara users is classified into 2 sections. There are youths from 16 to 25 years old and ladies from 26 to 35 years old. Majolica Majorca’s key demographic is a young, stylish woman between 18 to 25 years old. Women in this age group are thought to be fashionable trendsetters and possess a love for makeup.
There is plenty of competition in the market, for example, L’Oreal’ Paris, Maybelline and Avon. Compared to their competitors, Majolica Majorca is sold at a relatively reasonable price point thus making it more accessible to the younger market
SITUATIONAL ANALYSIS
We divided our situational analysis into four portions; marketing environment, product brief, consumer analysis and competitor analysis.
Firstly, the location assigned to us was Taylor’s University, a marketing environment that was rich in our key demographic of women between 18 to 25 years old. Students of this university consisted mainly of the middle to higher income category. This provided us with plenty of potential customers who could afford our product. The promotional booth was set up in front of the Student Life Centre, a recreational area where students relax in between classes. The booth was crowded throughout the one and a half hours assigned to us, with customers streaming in long after our time slot was over.
Secondly, there is no other mascara better than the Lash King mascara currently in the market. Being smudge proof and waterproof was a major selling point as trialists were able to experience first hand how true