The Male Skin Care Market in India: Perception and Propositions
The case is structured to achieve the following teaching objectives:
- Understand external and internal forces affecting consumer behavior.
- Gauge the power of reference appeal to change attitudes.
- Reposition to generate a value proposition for a new target segment.
- Design strategies for entry into new segments.
|FOCUS GROUP DISCUSSION FOLLOWS|
Consumer behavior, Changing consumer habits and attitudes, Male cosmetic skin care, Focus groups, Repositioning, Targeting, Segmenting, New Segments, Marketing research