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MascaraNicole Hoffman, Jackie Mariotti,
Victoria Duprey, Josella Gist
Product Market Description●Mascara is used to make lashes stand out,
increase eyelash length, volume, and color of the eye
●We narrowed mascara into 4 Markets: ●Athletic Wear●Economical Wear●Nightlife Wear●Everyday Wear
Athletic Wear● Consumer Type: Athletic people ages 12+ who
work out
● Consumer Need: To have a mascara that won’t
smudge or run when they start to sweat
● Geographic market area: Plattsburgh, NY
Economical Wear● Consumer type: Consumer is a bargain shopper;
ages 12+
● Consumer Need: To have a product that works
but for a cheaper price than the rest
● Geographic market area: Plattsburgh, NY
Nightlife Wear● Consumer Type: People who go out at night ages
18+ ● Consumer need: To have a product that lasts
through the night, enhances their eyelashes and make eyes pop.
● Geographic market area: Plattsburgh, NY
Everyday Wear● Consumer Type: Workers or non workers looking
for a simple daytime mascara
● Consumer Need: To have a mascara that
enhances but not over the top
● Geographic market area: Plattsburgh, NY
Sellers Market Share● Everyday Use is
the more used and sold
● Due to similar qualities and features, people migrate to the economical mascara as well.
Product Lifecycle Analysis• Mascara as a
whole is in it’s maturity stage
• New brushes and formulas to increase lash length and volume are considered part of new product development
Profits
Competitive GridAthletic Wear Economical
UseNightlife Wear
Everyday Use
Product Mascara Mascara Mascara Mascara
Place Online, In-store (+)
Online, In-store (+)
Online, In-store(+)
Online, In-store(+)
Promotion Advertised by Professional Female Athletes, Brand Familiarity (+)
Brand Familiarity (+) but not the best performance; not heavily advertised (-)
Heavily shown on Nighttime TV, can include free samples(+), Brand Familiarity(+)
Heavily show on Daytime TV, can include free samples(+), Brand Familiarity (+)
Price Low Retail Price(+) $7.60 average
Lowest Retail Price(+) $3.25 average
Highest Retail Price(-) $10.99 average
High Retail Price (-) $9.00 average
Strength (+) Specific TM; longtime users
Loyal dependable users
Loyal dependable users
Appeals to whole market
Weaknesses (-) High competition Less advertising Smaller market High competition
Opportunity Constantly producing new items to sell
Constantly producing new items to sell
Constantly producing new items to sell
Constantly producing new items to sell
Threat Multiple types by different brands
Multiple types by different brands
Multiple types by different brands
Multiple types by different brands
Market Info
Total Population of Plattsburgh, NY: 19,898
Total population of potential mascara
users: 10,591
Total population of mascara users in
Plattsburgh: 6,871
Consumer Buying Process Activity Description
Step 1 Recognition of needs and wants The need for noticeable, long, volumized, full colored eyelashes
Step 2 External Information Search Ask reference groups what type/kind of mascara they use
Step 3 Internal Information Search Remember the mascaras you've used in the past
Step 4 Where to buy Determine where to buy the mascara
Step 5 External Information Search Go to retailer and search for the type of mascara that best fits your needs
Step 6 Evoked set Create an evoked set of prefered mascaras
Step 7 Evaluation of alternatives Compare and contrast evoked set and choose the best one for your budget
Step 8 Whether to buy determine if this purchase is worth the money
Step 9 When to buy Determine if now is a good time to spend the money
Step 10 How to buy Determine how to pay: cash, debit, credit, check.
Step 11 Purchase Buy the prefered mascara
Step 12 Post purchase behavior Decide if the mascara fits your wants and needs as much or little as you wanted
Step 13 Post purchase behavior Return or throw out product if it is not satisfying
Step 14 Post purchase behavior Recommend product and/or buy again if it is satisfying
Submarket Diagram Women who
exercise
Athletic
Professional athletes
Gym Members
Professional working women
Everyday
Stay At Home Mom Students
Submarket Continued
Socialites
Bartenders/Waitress
College Students
Nightlife
Low or Nonexistent
Income
Economical
Single Mothers
Students
Future Trends, Opportunities, and Threats in the Market
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