Week 9 Assignment – Who Uses Personal Care Products?
For this assignment, you work for the marketing manager of an organization that is going to launch a new line of personal care products in the U.S. market. The proposed target market will be males, between 18 and 35 years old, and price points will cover income ranges from lower to mid-level. Distribution is planned to take place in drugstores, grocery stores, and stores such as Walmart and Target, with the primary retailer carrying the full product line being drugstores. You have been tasked with a consumer behavior analysis to help make marketing decisions.
Write a 4–5 page paper in which you:
Propose a type of message appeal to be used in advertising, making sure to explain the rationale behind the appeal.
Analyze the different cultures this product will appeal to and make recommendations on which three would be the best choice.
Decide which microcultures and additional demographics should be targeted.
Suggest ways to utilize group influence in the marketing of the product.
Create a plan to address need recognition, search behavior, and getting the product into the consumers’ consideration set.
Use two sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source page at least one time within your assignment. For help with research, writing, and citation, access the library or review library guides.
Your assignment must follow these formatting requirements:
This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Formulate a profile of likely purchasers of a new product and strategies for bringing the product into consumers’ consideration set.
MKT305 Assignment Two Template.docx
Comments from Customer
Who Uses Personal Care Products?
Consumer Behavior MKT305
Month Date Year
Advertising Message Appeal and Rationale
Start the first paragraph here. In this first paragraph provide the type of message appeal that you will use in the advertising for this personal care product.
Provide your rationale for this message appeal in the second paragraph. Include enough detail so it is clear what type of appeal you recommend and why this is the appropriate choice.
Cultural Analysis with Three Recommendations
Start the second section here. In this paragraph describe the different cultures that this product will appeal to. You must describe different cultures.
In this paragraph explain the three cultures recommended for this for new product. Explain the rationale for each of these three cultures.
Microculture Recommendation and Additional Demographics Targeted
Start the third section here. Recommend one or more specific microcultures that this product will appeal to. Be very specific in providing the details of this microculture. Explain the rationale.
In this paragraph, add additional demographics that should be targeted for this product. Explain the rationale.
Strategy Recommendations for Group Influence
Start the fourth section here. Provide the strategy to utilize group influence for this product.
In the second paragraph, explain why this group influence is appropriate. Be as detailed as possible in the explanation.
Need Recognition, Search Behavior and Consideration Set
Start the fifth section here. Provide your recommendation on how to begin the need recognition process as the first step in the consumer buying process. Explain the rational here as well.
In this next paragraph, explain how you will develop the strategy to manage search behavior for this new product. Be as detailed and specific as you can with this phase of the consumer buying process.
In this paragraph, explain how you will create a strategy to encourage consumers to include this new product in their consideration set when making a purchase. Be detailed when you explain this strategy as part of the buying process.
• Enter the first source entry here.
• Enter the second source entry here.