formative

FORMATIVE

TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
Product description..................................................................................................................................3
Market analysis........................................................................................................................................3
Segmentation, targeting and positioning strategy....................................................................................3
CONCLUSION..........................................................................................................................................3
REFERENCES..........................................................................................................................................4

INTRODUCTION
The present report is based on various activities undertaken by a marketer before
introducing a new product in the market (Mothersbaugh, Hawkin and Kleiser, 2019). It begins
from describing a product in terms of how it will satisfy additional needs of the customers, the
analysis of the market to know the potentiality of customer base and then applying the STP
strategy to make the new concept successful.
MAIN BODY
Product description
Here a new product will be introduced in beauty and personal care category, that is Sunsilk
cream (3 in one effect). This cream will provide triple benefits, that is, shiny skin, smooth skin
and fair skin.
Market analysis
The market research has been conducted, where it has been identified that there is quite loyal
customer base for Sunsilk’s existing products and they are curiously waiting for its new
offerings. Customers are satisfied with the company’s strategy and also enjoying popularity and
fame in the market, thus having already established brand and good image in the market.
Segmentation, targeting and positioning strategy
Segmentation
Age: The Sunsilk has chosen the age group 21 – 40 years for their fairness cream.
Gender: The new product will be offered to the women segment as they are more passionate for
buying such fairness creams (Morgan and et.al., 2019).
Social class: The product will be developed for both middle and upper class women.
Targeting
The target group will be young girls and women who aspires for fair complexion.
Positioning
Sunsilk fairness cream that foster self-esteem and boost confidence.
CONCLUSION
In this way, a marketer satisfy unique customer needs by studying emerging tastes and
preferences in the market.

REFERENCES
Mothersbaugh, D. L., Hawkin, D. I. and Kleiser, S. B., 2019. Consumer behavior: Building
marketing strategy. McGraw-Hill Higher Education.
Morgan, N. A., and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science, 47(1), pp.4-29.