Degree Type
Honors Capstone Project
Date of Submission
Spring 5-1-2006
Capstone Advisor
Professor Eunkyu Lee
Honors Reader
Professor Sue Alessandri
Capstone Major
Marketing
Capstone College
Management
Audio/Visual Component
no
Capstone Prize Winner
no
Won Capstone Funding
no
Honors Categories
Professional
Subject Categories
Marketing
Abstract
Abstract The Problem: The salon hair product industry is highly saturated. Product innovations and differentiation are necessary to ensure success. Consumers are constantly analyzed, looking for a missed or forgotten market segment to target. Research: Companies engage in market research to identify opportunities. To simulate a situation a brand manager may face in this industry, I actively engaged in original market research metrics like surveys, focus groups and interviews to identify potential opportunities. Research was collected, analyzed, and transformed into a realistic value proposition. Findings: Consumers value healthy, strong hair more than any other factor. Consumers who use salon products are also willing to pay higher prices to achieve their desired hair state. Also, consumers are confused by the various products offered in the market, and not always sure what products provide the desired attributes. Concept: The purpose of disTRESSed is to provide a simple solution for everyday weathering on hair. The ideal consumer has damaged, non-chemically treated hair in need of serious restoration and repair. This salon product line is a solution to all women with distressed, dry, dull hair.
Recommended Citation
Misztal, Magdalene M., "disTRESSed A Marketing Plan for a New Product Launch In the Salon Hair Product Market" (2006). Renée Crown University Honors Thesis Projects - All. 631.
https://surface.syr.edu/honors_capstone/631
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
