MKTM031- International Marketing Research Assignment

Assignment Task

Task scenario

You work as a marketing research manager for an international marketing research agency. You have received a market research brief (appendix 1) requesting your agency to submit a proposal to undertake market research on behalf of Dove UK. You must respond to this brief by providing a market research proposal on behalf of your agency.

Dove UK is exploring a new brand for make-up, skin care, Men’s grooming and sun care.

At the moment, Dove UK are considering brand names such as White Bird and Phoenix. White Bird because there is still an association with the Dove brand and Phoenix because it is part of Greek mythology and is cyclical and regenerates. This new brand for Dove will compete with brands such as Lancôme, Clarins and Clinique, so a little more up market than the current Dove UK brand. Dove UK will make the decision on the brand name, but they would like you to explore a market for the product category you choose. For the purposes of this research proposal, you can choose which name you would like to refer to for the new brand.

Task

You are required to produce a market research report for an international market of your choice. Below you are given a scenario along with a research brief (appendix one) for which you must base your report. A template for your proposal is provided in appendix two but you should also read around the topic of market research proposals to help you with your report.

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