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Olaplex strategic repositioning: market diagnostics, consumer behaviour analysis, and evidence-based recommendations for competitive recovery in European premium haircare
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| 2.66 MB | Adobe PDF |
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Resumo(s)
Olaplex, once a leading brand in the premium haircare market, faced a reputational crisis due to concerns about their ingredient safety, making their market position and consumer trust go down. This thesis investigates how Olaplex is perceived and evaluated by the consumers in the European haircare market with a particular emphasis on Portuguese context. The research addresses the challenges that Olaplex is facing due to recent controversies and increased competition, with the aim of identifying which product attributes and brand characteristics are most influential for consumer and purchase decisions employing a mixed methodology that combines quantitative with qualitative insights. Strategic recommendations are also provided to the brand Olaplex to reinforce the market position.
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Palavras-chave
Premium haircare market Brand positioning Brand identity Consumer buying behaviour Conjoint analysis Perceptual naps Brand repositioning Customer preferences Product attributes