MPK732: Marketing Management - Haircare: Hygiene or High Fashion Case Study - Marketing Management Assignment Help

Assignment Task:

Case Study:

Read the case study, Haircare: Hygiene or High Fashion?, and the L’Oreal Groupe company report from the Passport database as soon as possible to get you started. A prompt start will give you time to “tune” into this case study context. See links to the case study and the L’Oreal Groupe company report, L’Oreal Groupe in Beauty and Personal Care (World) November 2018.
 
In particular, there is an amazing amount of relevant background information publicly available* that will have some bearing on the marketing situation described in your case. Keep a lookout for it! Company sources, Passport and IBISWorld databases, academic journals and books, newspapers, magazines and television are an especially good place to start your information search. Collect anything that you think may help to enrich your analysis. You can always discard any irrelevant material later.
 
Now focus on the specific case problems posed below. These problems have been designed so that you can apply the theory from the unit to the practical case study to arrive at solutions. Critically evaluate and add to the existing information provided in your case study by: 

• Undertaking further research of company sources (websites, social media sites, blogs, brochures, and advertisements) to identify relevant information about their products, and marketing materials.
• Further researching Passport and IBISWorld databases for industry and company reports of relevance to your topic as well as government websites for relevant demographic statistics. 
• Continuing to research and read academic journal articles, trade magazines, industry reports, other business publications, newspaper and magazine articles on your topic. 
• Looking for current event type television programs and published brochures, et cetera that may be relevant to your topic. 
• Observing the industry that the case is based on.

Case study problems:

As marketing manager for L’Oreal’s hair care products in 2019, for the geographic market of Australia, China or India, recommend at least one brand of L’Oreal haircare products suitable for, but new to, this consumer market, based on your research and analysis:
 
1. Firstly, read the case and undertake some research to update facts and figures for L’Oreal hair care products since the case. Then watch the Deakin library instructional video on how to use Passport (found in Assessment 1 resources). Next access and read the Passport report, L’Oreal Groupe in Beauty and Personal Care (World) November 2018. Now undertake other secondary research for your selected geographic market, starting with the Passport local L’Oreal report for your geographic market and then other haircare data graphics and analysis for your geographic market. 

2. Conduct a 5Cs and SWOT analyses for L’Oreal hair care products and your selected geographic market including consideration of the characteristics and trends of the haircare product category and consumer market, and future opportunities. Justify your analysis using appropriate sources and supporting evidence from the case and other relevant secondary research.
 
3. From your research updating the case and other relevant secondary data sources, how do you perceive the future market for at least one brand of L’Oreal’s haircare products new to your geographic market? Discuss how to segment your geographic market and identify two consumer segments that L’Oreal haircare products could target. Describe each segment (e.g., size, growth, et cetera) and create a Buyer Persona describing for each, the segment’s profile, activities, preferences, motivations, and pain points. For the identified segments and personas, summarise how they are different or similar to each other. For one of the Buyer Personas, which L’Oreal hair care products and brands can address the consumer perceptions researched and presented by you? For this one segment, evaluate the competitors of hair care products and brands who may have entered or have the potential to enter the geographic market. Use elements of consumer behaviour and market segmentation, targeting and positioning (STP) theory to inform your response.

4. How can L’Oreal’s haircare products proceed in your geographic market and what STP strategy or strategies would you recommend based on your findings to Q2 and Q3? What one target market from Q3 do you recommend L’Oreal’s hair care products focus on going forward and why? What value proposition, positioning strategy and product(s) would you recommend for this target market? Craft a perceptual map and positioning statement linking the products to your recommended positioning strategy for this target market being mindful of what ethical concerns should be considered when marketing haircare products and how L’Oreal’s haircare products should tackle these. Again use elements of STP theory to inform your response.
 
5. What primary marketing research methods do you recommend to senior management as a follow-up to strengthen the understanding of the haircare products in your geographic market? Provide a detailed research proposal for one primary marketing research method, including the research process design, research problem/objectives, data analysis procedures and expected marketing insights it should produce. Support your research proposal with relevant theory and justification for your selected marketing research method. In your Appendix (i.e., excluded from the word limit), provide the instruments to be used. 

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