A Study on Kiehl's Product
MCD 2050: MARKETING 1
ASSESSMENT 1
Minor Assignment: Business Report Plan
Student ID: 2356001
Name: Soh Jonathan En Xiang
Tutor: Ms. Deborah D’Cruz
REPORT PLAN
Name: Jonathan Soh
Designation: Junior marketing executive
Contents Page
Executive Summary………………………………………...…………………………4
1.0 Introduction……………………………………………...………………………...5 2.1 Purpose…………………………………………...………………………..5 2.2 Background……………………………………………………...………...5
2.0 Industry analysis……………………………………...……………...………….6-8 3.3 Market information………………………………………………………..6 3.4.1 Trend…………………………………………………………..6 3.4.2 Size…………………………………………………………….6 3.4.3 Market share…………………………………………………...6 3.4 Micro environmental impacts……………………………………………...7 3.5 Macro environmental impacts……………………………………………..7 3.6 Product category……………………………...……………………………8 3.7 Competitors………………………………………………………………..8
3.0 Segmentation analysis 4.8 Bases of segmentation……………………………………………………..9 4.9.4 Geographic…………………………………………………….9 4.9.5 Demographic…………………………………………………..9 4.9.6 Psychographic………………………………………………..10 4.9.7 Behavioural…………………………………………………..10 4.9 Targeting strategy………………………………………………………...11 4.10 Positioning……………………………………………………………11-12
4.0 Target Market Selection………………………………………………………….13 5.11 Characteristics of male consumers……………………………………….13 5.12 Satisfaction analysis……………………………………………………...13
5.0 Recommendation…………………………………………………………………14
6.0 Conclusion…………….………………………………………………………….14
7.0 References…………………………………………………………….………15-16
Executive Summary:
This report identifies and analyses Kiehl’s position and market in the male cosmetics industry through the use of marketing aspects such as identifying its market growth rate, market share, size, segmentation, targeting and positioning. It also highlights its strong influence over the market
ASSESSMENT 1
Minor Assignment: Business Report Plan
Student ID: 2356001
Name: Soh Jonathan En Xiang
Tutor: Ms. Deborah D’Cruz
REPORT PLAN
Name: Jonathan Soh
Designation: Junior marketing executive
Contents Page
Executive Summary………………………………………...…………………………4
1.0 Introduction……………………………………………...………………………...5 2.1 Purpose…………………………………………...………………………..5 2.2 Background……………………………………………………...………...5
2.0 Industry analysis……………………………………...……………...………….6-8 3.3 Market information………………………………………………………..6 3.4.1 Trend…………………………………………………………..6 3.4.2 Size…………………………………………………………….6 3.4.3 Market share…………………………………………………...6 3.4 Micro environmental impacts……………………………………………...7 3.5 Macro environmental impacts……………………………………………..7 3.6 Product category……………………………...……………………………8 3.7 Competitors………………………………………………………………..8
3.0 Segmentation analysis 4.8 Bases of segmentation……………………………………………………..9 4.9.4 Geographic…………………………………………………….9 4.9.5 Demographic…………………………………………………..9 4.9.6 Psychographic………………………………………………..10 4.9.7 Behavioural…………………………………………………..10 4.9 Targeting strategy………………………………………………………...11 4.10 Positioning……………………………………………………………11-12
4.0 Target Market Selection………………………………………………………….13 5.11 Characteristics of male consumers……………………………………….13 5.12 Satisfaction analysis……………………………………………………...13
5.0 Recommendation…………………………………………………………………14
6.0 Conclusion…………….………………………………………………………….14
7.0 References…………………………………………………………….………15-16
Executive Summary:
This report identifies and analyses Kiehl’s position and market in the male cosmetics industry through the use of marketing aspects such as identifying its market growth rate, market share, size, segmentation, targeting and positioning. It also highlights its strong influence over the market
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