Publicação
Marketing plan for Redken Brews launch
| Resumo: | The Portuguese professional hair market is an interesting, dynamic and complex market. With a business-to-business approach, it has a clear customer centric vision, along with the desire to communicate more and more with the consumer. Even being considered a mature and slow-paced market, it has been facing some struggles and challenges throughout the years. One of the most current challenge is the men’s grooming boom. During the last few years, men are awaking to beauty, more specifically hair and beard care. With the previous, the market has being experiencing the comeback effect of old barbershops and hair salons with a men’s approach. L’Oréal group, as the leader of the beauty industry, cannot be behind of this opportunity. It has, within its professional hair portfolio, men’s brands but with a total outdated approach to the market. Due to previous, it is important to launch a brand in this market, with an updated communication, packaging and business approach. Given all the previous, this project thesis proposes a marketing plan for the launch of Redken Brews- a new brand within Redken that will renovate its men’s offer. This plan will have a deep analysis on the market, its opportunities and threats, on the competition and implementation proposal, with the development of clear marketing strategies. This marketing plan will deliver a clear go-to-market, with the main objective to turn Redken Brews the number one player in the men’s professional hair market. |
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| Autores principais: | Santos, Daniel Loivos dos |
| Assunto: | Marketing plan Professional hair market Marketing-mix Men's grooming Plano de marketing Estratégias de marketing Marketing mix Análise de mercado Marca comercial Trabalho de projeto Portugal |
| Ano: | 2018 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The Portuguese professional hair market is an interesting, dynamic and complex market. With a business-to-business approach, it has a clear customer centric vision, along with the desire to communicate more and more with the consumer. Even being considered a mature and slow-paced market, it has been facing some struggles and challenges throughout the years. One of the most current challenge is the men’s grooming boom. During the last few years, men are awaking to beauty, more specifically hair and beard care. With the previous, the market has being experiencing the comeback effect of old barbershops and hair salons with a men’s approach. L’Oréal group, as the leader of the beauty industry, cannot be behind of this opportunity. It has, within its professional hair portfolio, men’s brands but with a total outdated approach to the market. Due to previous, it is important to launch a brand in this market, with an updated communication, packaging and business approach. Given all the previous, this project thesis proposes a marketing plan for the launch of Redken Brews- a new brand within Redken that will renovate its men’s offer. This plan will have a deep analysis on the market, its opportunities and threats, on the competition and implementation proposal, with the development of clear marketing strategies. This marketing plan will deliver a clear go-to-market, with the main objective to turn Redken Brews the number one player in the men’s professional hair market. |
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