A Study on Kiehl's Product

2539 words 11 pages
MCD 2050: MARKETING 1

ASSESSMENT 1

Minor Assignment: Business Report Plan

Student ID: 2356001
Name: Soh Jonathan En Xiang
Tutor: Ms. Deborah D’Cruz

REPORT PLAN

Name: Jonathan Soh
Designation: Junior marketing executive
Contents Page

Executive Summary………………………………………...…………………………4

1.0 Introduction……………………………………………...………………………...5 2.1 Purpose…………………………………………...………………………..5 2.2 Background……………………………………………………...………...5

2.0 Industry analysis……………………………………...……………...………….6-8 3.3 Market information………………………………………………………..6 3.4.1 Trend…………………………………………………………..6 3.4.2 Size…………………………………………………………….6 3.4.3 Market share…………………………………………………...6 3.4 Micro
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Damage in crops would cause delay in production, which in turn affects consumers’ demands and expectations.
- Culture: Part of Kiehl’s macro-environment aspects is that it relies on events and activities to create its culture to bond with its customers and consumers, such as raising money and organizing events that supports equality and human rights, health care issues and environmental awareness (Giarrantana et al., 2010). It is also part of their culture to be generous with free samples to attract potential consumers.

2.4 Product Category
The facial fuel transformer is a one of Kiehl’s latest skin care product for men. As it is a moisturizing gel, it thus falls under the moisturizer category (Kiehl’s since 1851, n.d.). As the product is recommended to be used after shaving to smooth out the skin texture or cleansing, it can also be categorized as an after-shave product. These two categories play an important part in men’s grooming, as there is the need to refresh and rejuvenate the skin after daily grooming routines such as cleansing and shaving.

2.5 Competitors Kiehl’s competitors for skin care in Australia include Kyoku, Nivea and Clarins (San et al., 2011). As the competitors also segment their market to the male sector, they have thus created competition by segmenting the products offered such as shaving products, after-shave products, fragrances and hair care. This has been further developed and has been micro-segmented to meet

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