Who Uses Personal Care Products?

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Description

For this assignment, you work for the marketing manager of an organization that is going to launch a new line of personal care products in the U.S. market. The proposed target market will be males, between 18 and 35 years old, and price points will cover income ranges from lower to mid-level. Distribution is planned to take place in drugstores, grocery stores, and stores such as Wal-Mart and Target, with the primary retailer carrying the full product line being drugstores. You have been tasked with a consumer behavior analysis to help make marketing decisions.

Write a four to five (4-5) page paper in which you:

  1. Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal.
  2. Analyze the different cultures this product will appeal to and make recommendations on which three (3) would be the best choice.
  3. Decide which microcultures and additional demographics should be targeted.
  4. Suggest ways to utilize group influence in the marketing of the product.
  5. Create a plan to address need recognition, search behavior, and getting the product into the consumers' consideration set.
  6. Use at least two (2) quality references. Note: Wikipedia and other Websites do not quality as academic resources.

Your assignment must follow these formatting requirements:

  • This course requires use of new Strayer Writing Standards (SWS). The format is different than other Strayer University courses. Please take a moment to review the SWS documentation for details.
  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow SWS. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.

The specific course learning outcomes associated with this assignment are:

  • Analyze the internal influences that affect consumer behavior.
  • Analyze the external influences that affect consumer behavior.
  • Assess the consumer decision-making process.
  • Use technology and information resources to research issues in consumer behavior.
  • Write clearly and concisely about consumer behavior using proper writing mechanics.

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Explanation & Answer

Hello, I have completed the paper. Please find attached. It has been nice working with u.

Marketing and Consumer Behavior Analysis
Thesis statement: A great number of new products and services fail since they are not properly
introduced into the market. The successful entry of a new product into the market requires proper
and informed marketing strategies. Marketing involves identifying consumer needs and
satisfaction and creating a demand for those specific products.
1. Introduction
2. Advertising message appeal
3. Different cultures that the personal care products will appeal to
4. Micro-cultures and additional demographics that should be targeted
5. The use of group influence in marketing
6. The consumer decision making process
7. Conclusion


Running head: MARKETING AND CONSUMER BEHAVIOR ANALYSIS

Marketing and Consumer Behavior Analysis
Institution Affiliation
Date

1

MARKETING AND CONSUMER BEHAVIOR ANALYSIS

2

Introduction
A great number of new products and services fail since they are not properly introduced
to the market. The successful entry of a new product into the market requires proper and
informed marketing strategies. Marketing involves identifying consumer needs and satisfaction
and creating a demand for those specific products. It also entails the determination of price,
selecting a distribution strategy, and developing a promotional strategy. Products lines are a
marketing strategy used by companies to draw the attention of consumers who are already using
the brand. Consumers are more likely to respond positively to new products produced by a brand
that they are already using. This paper seeks to analyze consumer behavior for a fresh line of
personal products for males between 18 and 35 years for lower to mid-level classes. The
distribution will happen mainly in drug stores, grocery stores, Wal-Mart, and Target.
Advertising Message Appeal
The main marketing strategy is advertising. Advertising is the use of non-personal
messages to promote the sale of a product. The core of any advertisement is the message appeal
which is the persuasive pressure used to capture the attention of the consumers by influencing
their feelings and attitudes to favor the advertised product or service (Khan and Sindhu, 2015).
Advertising message pleas could be separated in...


Anonymous
Just what I was looking for! Super helpful.

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