Deva Curl - Case study ivm de introductie van een nieuw haar product PDF

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Case study ivm de introductie van een nieuw haar product...

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Marketing Concept; Customer; Target market Justin Wynen Introducing DevaCurl Delight for Truly Effortless Waves/ Sephora 1. In what ways does DevaCurl satisfy customers beyond the need for clean hair? First DevaCurl is a shampoo and conditioner. But DevaCurl is more for its customers. You wash your hair and it is immediately natural and curly. This gives a feeling of happiness and freedom of their time because it is effortless. You don’t need to dryblow it and spend hours to style your hair. DevaCurl will give the women natural curls and less frizz hair. Ultimately it makes the women happy, honest and self-confident. 2. How does DevaCurl embody the marketing concept? DevaCurl is using two strategies to satisfy the customer needs. First they use the product concept to focus on the quality and effortless use of DevaCurl. Next, they use the marketing concept whereby they apply a customer centered philosophy. They focus on the customer fit approach. With testimonials from several different women in our society, they focus on the benefit of the product. Their marketing concept is, starting from a market, find the customer need, do an integrated marketing, with the ultimate result customer satisfaction. 3. Describe the target market of DevaCurl Delight. The target market for DevaCurl are young, active women who do not like to spend a lot of time on their hair. It can be the business women as well as house mothers or sporty girls. They all have curly hair, sometimes a lot, but they hate it to spend hours of blow-drying it. They are self-confident and honest with themselves....