Case Studies and Practical Exercises
Case Studies 4 – Conducting Market Research
Scenario: Launching a New Product Line – Organic Skincare
Company Name: PureGlow
Industry: Skincare and Cosmetics
Founded: 2015
Current Product Line: Natural and organic skincare products including cleansers,
moisturisers, and serums.
Objective: PureGlow plans to expand its product line by introducing a new range of
organic skincare products targeting young adults aged 18-30. To ensure the success of this
new product line, the company needs comprehensive market research to understand
consumer preferences, market trends, and competitive landscape.
Task
Students will conduct market research and present their findings to help PureGlow make
informed decisions about the new product line. The research should cover the following
aspects:
Market Analysis (5 marks)
Target Audience: Define the demographics and buying behaviours of the target
audience
Consumer Preferences (5 marks)
Product Features: Identify which product features (e.g., ingredients, packaging, price
point) are most important to the target audience.
Purchase Channels: Determine the preferred purchase channels (e.g., online, retail
stores, beauty salons) for organic skincare products among the target audience.
Competitive Analysis (5 marks)
Market Positioning: Assess how PureGlow can differentiate its new product line from
competitors. Consider aspects such as unique selling propositions (USPs) and
branding strategies.
Recommendations (5 marks)
Marketing Strategies: Propose effective marketing strategies to launch and promote
the new product line. Consider digital marketing, influencer partnerships, and
promotional campaigns.
A Research Methods
Students may utilise the primary or secondary research methods to gather data:
1. Primary Research (*choose only one):
a. Surveys: Design and distribute surveys to gather quantitative data on consumer
preferences, behaviours, and perceptions.
b. Focus Groups: Conduct focus group discussions with a small, diverse group of
young adults to gain qualitative insights into their skincare routines and
preferences.
c. Interviews: Interview potential customers to gain deeper understanding and
nuanced perspectives.
2. Secondary Research (*choose only one):
a. Market Reports: Analyse existing market reports and industry publications to gather
data on market size, growth trends, and competitive landscape.
b. Academic Journals and Articles: Refer to academic journals and articles on
consumer behaviour and marketing strategies in the skincare industry.
B Presentation of Findings
Students will compile their market research findings and present them to PureGlow’s
management team. The presentation should be structured as follows:
Introduction
Briefly introduce the project objective and the scope of research conducted.
Highlight the importance of market research in launching a new product line.
Market Analysis (5 marks)
Describe the target audience, including demographic profile.
Consumer Preferences (5 marks)
Summarise key findings from surveys, focus groups or interviews.
Highlight the most important product features and preferred purchase
channels.
Competitive Analysis (5 marks)
Identify gaps and opportunities in the market for PureGlow’s new product line.
Recommendations (5 marks)
Propose marketing strategies to effectively launch and promote the new
product line.
Conclusion
Summarise the key insights and recommendations.
