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Growth strategy for gliss Portugal in the retail hair treatment market and the importance of focus groups in marketing research
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Orientador(es)
Resumo(s)
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.
Descrição
CEMS
Palavras-chave
Retail hair treatments Segmentation Growth opportunities Focus groups