Document 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.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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Marketing Commons

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