Marketing case study
: a case study on positioning BB Cream for L’Oréal Portugal

  • Maria Teresa Bettencourt (Student)

Student thesis: Master's Thesis

Abstract

This case study refers to a determined situation which the Garnier Portugal’s team had to face at the end of the year two thousand and eleven, that is, the precise moment when the Marketing team was required by the Marketing Director to make a decision about launching a new product concept imported from Asia. The team is to analyse whether the market proposed by the L’Oréal Marketing International Division – Skincare market – was the right one for Portugal, or the one suggested by the Marketing director himself – Make-­‐up market – was a much better choice. In order to be able to make up his mind about positioning this product, the Marketing director obviously needed to know which of the two markets would not only be the best potential target but which would bring the best profitability to this launch as well.
Date of Award27 Oct 2014
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Alexandre Gonçalves Marcos (Supervisor)

Designation

  • Mestrado em Gestão

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