Nail Polish Case Study

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Nail Polish Remover Pen
Have you ever gotten nail polish in the crease of your finger and finger nail that you just can’t seem to get the polish removed? The Precise Nail Polish Corrector is just the answer. This pen can come in handy for many people including nail salons, cosmetic schools, cosmetic salons, and everyday men and women who use nail polish. This product gives the consumer that extra precise cleanup, when nail polish gets in the not so easy to reach spots. Painting nails just got easier, and less time consuming. For this product to be a success, it must follow the STP of marketing. Segmentation will be implemented to demographic and psychographic groups. The product is made to target men and women who essentially use nail polish.
The three tools are fundamentally important for a company to find the best matched consumer. According to Vyas (2016) segmentation splits buyers into groups with similar needs and wants to best utilize a firm’s finite resources through buyer based marketing. This play a huge factor in ensuring the company is reaching out to the right consumer. By implementing this process it decreases the risk the company takes when deciding whom, where, how, and when the product must be marketed. Efficiency in marketing will increase due to the direct focus the company takes in relation to specific groups. Customer retention will increase due to satisfied consumers. Leading to a decrease in costs in regards to not marketing in areas where the product is not
This is crucial to go hand in hand with segmentation. The product will focus on women mainly ranging in ages from 18-50. As affordability is a driver, focusing on median income will give this product a better advantage. Occupation play a big role in what consumers where nail polish. With that, the product will be geared towards women who work in an office setting. Relating to psychographic methods, the product marketing will focus on more feminine quality traits, in relation to lifestyle and hobbies. Focusing on dancers, cheerleaders, and the all-around girlie girl. Hobbies will include girls nights, pampering, art, and dancing. Hausman (2017) states according to Entrepreneur, target marketing is: Your target customers are those who are most likely to buy from you. This is why the product marketing is focused on the groups mentioned above. The target market is attracted to women who are presumed to use nail polish more often, to make cleaning up polish easier and

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