Growth strategy for gliss Portugal in the retail hair treatment market and the importance of focus groups in marketing research

Abstract

Gliss has been facing some market share downturns in the Portuguese hair treatment market. This decline is partially explained by the socio-economic conditions of the country, increasing competition efforts and lack of brand knowledge by the Portuguese consumers. To overcome this problem, Gliss must focus on retaining and developing its current customer base and gaining new customers from other brands, specifically from brand switching consumers. To target these consumers, Gliss needs to expand its relevancy, develop superiority points and improve brand knowledge, through actions in the marketing mix, specifically product, price placement, and specially promotion.