Product Launch – Marketing

Product launch, consumer behaviour and the responsible marketer.

Students will assume the role of marketing manager for a company (such as Nykaa), and will be provided with a brief to launch a new product/ product category.

Nykaa is planning to launch a new product / product category within the next six months, and you have been asked to identify an appropriate segment to target with the new product /category. You should also discuss the issues to be taken into account in terms of consumer behaviour theory and models that are applicable to the segment. Students should write a report for the board recommending the approach to be taken addressing how to segment the audience; how to appeal to the audience; and ethical and social issues to consider.

You may follow the following structure for the report (3000 words):

• 1. Introduction: a brief explanation of the organization and the product/ product category to be launched (100 words)
• 2. Suggested segmentation approach: students to suggest how the market could be segmented and recommend one segment to pursue. Evidence of relevant market research and application of segmentation theory and models is required. (900 words)
• 3. Key issues and influences: students to identify and discuss key issues and influences on the purchasing behaviour of the chosen segment. For example, students may identify and analyse individual, social / cultural influences. Students should then discuss how these issues may impact on future marketing plans / strategy, making recommendations which take into account consumer behaviour theories and approaches – eg motivation theory, social/ group influence. (1300 words)
• 4. Students to discuss any ethical issues relating to the potential consumers and highlight issues to be addressed in order to ensure a socially-responsible and ethical approach is adapted (600 words)
• 5. Conclusion (100 words)

Please provide evidence of appropriate and relevant market research leading to clear identification of a suitable segment. Draw on and apply a range of consumer behaviour theory and models to the given case study. Identify and analyse relevant issues that could impact on the segment’s consumer behaviour. Write a well-structured and coherent report which is fully referenced using Harvard reference.

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