Published on April 3, 2014
Test Marketing Company: L’Or`eal Group Presented By: Parul Madaan
What is Test Marketing? Product development stage where the product and its marketing plan are exposed to a carefully chosen sample of the population for deciding and evaluate consumer response before the full scale launch of the product.
L’Or`eal Group Industry: Cosmetics Headquarters: Clichy, Hauts-de-Seine, France Brand Under Consideration: Maybelline, New York
Product Undertaken: Color Show Street Art New line of Color Show polishes - Street Art featuring matte glitter! • Blue Beats • Pink Splatter • Wild at Heart • Nighttime Noise • Green Graffiti
Strategy 1: Targeting at small scale • Target a Few selected Cities (which represent the demographic features of the proposed population) • Limit the product to a fixed number of stores, where the sale of your existing products is pretty good (Use your retailer network for this) • Get feedback from those retailers to have an estimate of the sales of the new product
Strategy 2: Promoting Through games at Social Places • Malls or other public places can be targeted • Asking couples to apply nail-polish to each other and whosoever applies the best wins a prize (Free collection of the product)
Strategy 3: Selling the new product with other existing product Generate + Allows Subsequent and repeat purchase awareness a free use spur
References • http://www.businessdictionary.com/definition /test-marketing.html • http://www.maybelline.co.in/catalog/product. aspx?prdcode=P5021002&catcode=F1_NailCol or • http://www.lacqlustre.com/2013/12/new- maybelline-color-show-street-art.html
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