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Marketing Report for Skincare Cosmetics Targeting Male Gen Z: A Case Study Analysis

Format –the case study must critically evaluate and incorporate the following aspects:

  • Brief company overview and mission statement of the Body Shop.

  • Evaluate the core offering, of the Body Shop customer‘’needs and wants, ‘jobs to be done’,  and how are these currently satisfied through the provision of the marketing mix.

  • Evaluate to what extent the Body Shop demonstrates a ‘marketing orientation’

  • With reference to the 4.0 and MarTech technologies studied on the module critically evaluate to what extent technology influences the sector’s marketing approaches and how this links to the delivery of value. (You will be expected to research other cosmetics companies and cite your applied examples)

  • At the end of the case study and a brief outlineof its purpose (no more than 100 words). You will  expand on this in Part 2.

To demonstrate application of marketing theory, organisational and contextual accuracy, the case study should be supported with referenced evidence from a range of industry and credible academic sources.

Your task is to compile a business report recommending how to market a new brand of skincare cosmetics to the male Gen Z audience.

Main report (all of these sections below should relate to your case study information)

  1. Executive Summary– summarise the report in its entirety, including your recommendations. (100 words)

  2. Introduction– Outline the context (100 words). 

  3. Market Trends Analysis– using the sources provided (not limited to) justify the market for the above opportunity; consideration to Gen Z customers, competition, key market trends. You should provide the name of your new product range at the end of this section. (400 words).

  4. Recommendations on Segmentation, Targeting and Positioning (STP)– make recommendations on the STP strategy for the new product you must reference academic marketing theory to support your discussion. (300 words)

  5. Customer Persona Based on the STP discussion and your understanding of the Gen Z customerdevelop one target customer persona. (Embedded jpg image including text, not included  in word allocation - appropriate and relevant text) This should provide intricate detail about your customer. This detail is  important as your recommendations (marketing mix  approaches) must  align with this customer’s profile. This should be based on secondary research utilizing the sources above (not limited to).

  6. Recommendations- critical application of the marketing mix tabulate as below –You will complete and include the table below. Critical discussion demonstrating marketing mix decisions for  a value driven marketing strategy identifying how the organisation will engage with this customer group.This should be underpinned with explanation and reference to marketing theory to justify your recommendations. The final column should not simply contain a refence, relevant theory should be located and a critical explanation should be provided in support of your marketing decisions. Gen Z are the most tech savvy generation the marketing mix must consider technological integration to support a great customer experience. (1,400 words)

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