MARK5069 Research Methods for Marketers Assignment sample

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Introduction Of MARK5069 Research Methods For Marketers Assignment Sample

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Pro Skin is a local brand and business that provides various collections of skincare and toiletry products, the aim is to innovate the company through developing an organic and natural rage of skincare products. Within the beauty and skincare industry many people have taken a liking and concern in the ingredients, which companies are putting inside their products. In 2019 sales of organic/natural health & beauty products proceeded to rise –touching £106 million in 2019 (Mintel, 2020). This suggests that the market for organic and sustainable beauty products does provide a gap, especially for innovation in beauty and personal care (BPC).

­Section A: Proposal Plan (600)

Research Problem and Aim

Pro Skin’s essential research problem is whether or not they should invest all their innovation efforts into launching and introducing to their customers a new range of organic and natural skincare products. Additionally, questioning whether or not this range should become a core element of the company’s positioning?

The aim for this research proposal is to implement innovation into Pro Skin’s company and customer goods through organic/natural skincare.

Objectives

These individual objectives will help set clear goals for the company in order to reach the overall aim of the proposal, and overcome the initial research problem.

  1. To explore and identify skincare customers buying needs

This objective will be necessary to discover what beauty and personal care consumers like to prioritise, in terms of attributes and qualities which a skincare product or brand may have. Furthermore, by exploring consumer needs it will be more efficient for Pro Skin to cater to customer desires.

  1. To identify which skincare demands are the most popular when consumers purchase their skincare products

By identifying what demands Pro Skins target audience requires, the company can then tailor their new organic skin range to appeal to their ideal customers. It will be easier for the company to curate products with the ideal qualities in them e.g. ingredients, packaging and price.

  1. To examine the influence of new organic/natural skincare ranges on consumer buyer behaviour

Data Collection

For the research method of semi-structured interviews, they will be undergoing non-probability sampling; furthermore the type of non-probability sampling being used will be self-selection sampling. These are the most appropriate and suitable sampling methods for a business such as Pro Skin, due to being able to handpick your interviewees. This would benefit the data collection, as the company can be sure that all responses from interviews are derived from BPC consumers and possible experts – as well as receiving in-depth, honest answers from interviewees, that will allow for quality data.

Analysis (qual research instrument)

Section B: Key Findings and Discussion (800)

Findings

  1. What do you think is the trend in the skincare industry?

Interviewee 1

I have been using various types of products for a few years but most of them have caused allergies to my skin. So, right now I am trying some organic products which did not cause any allergies till now.

Interviewee 2

Recently, I have been preferring sustainable beauty products like biodegradable wet wipes which would benefit both my skin and the environment.

Interviewee 3

I am using skin products which have electrolytes like calcium, potassium and magnesium which helps to improve my hydration levels of skin.

Table 1: Interview transcript

  1. Do you believe the current position of the skin care industry is the optimum?

Interviewee 1

I think the skin care industry is one of the most suffered industries due to Covid-19 pandemic.

Interviewee 2

I was obsessed with lipsticks. I used to buy the lipstick as soon as the company launched it. However, my interest in the lipsticks decreased gradually because right now I do not usually move out of my house except in case of emergencies due to Covid-19.

Interviewee 3

Do-it-yourself (DIY) beauty care has increased from 2020 since all the parlous around the world are closed due to the pandemic.

Table 2: Interview transcript

  1. What do you believe the future need form the customers will be in your industry?

Interviewee 1

Earlier, I only used to depend on parlous for my skin treatments. However, pandemic taught me that I could do my skin care treatment myself.

Interviewee 2

I was using branded items for my skin care but I observed my skin was not improving. So, my mother suggested using some home made remedies and that worked wonders. Thus, in future if any company would produce products with only natural items without any synthetic materials, I will be using them.

Interviewee 3

In future, I would like to use sustainable skincare products.

Table 3: Interview transcript

  1. How far do you think skin care industry is moving towards sustainability?

Interviewee 1

I think the skincare industry is towards sustainability because the industry is launching Green cosmetics.

Interviewee 2

Skin care industry is renewing its raw materials for production of new types of cosmetics. Thus, the industry is obviously following the sustainable development goals.

Interviewee 3

To gain the trust of the customers, the skincare companies are innovating their existing technologies to accommodate sustainable development ways. I was overwhelmed to know that the L’Oreal company is searching for creative ways to remove plastic from the beauty industry. I would really be happy if they succeed in doing so.

Table 4: Interview transcript

  1. What are your recommendations for the Consumers of organic skin care products?

Interviewee 1

I have seen that organic skin products get spoiled within a few days. Therefore, I would like to advise the customers of organic products to use them immediately after opening the seal of the products.

Interviewee 2

Some organic products can cause allergic reactions so before using any organic product, I would suggest the customer to do the allergy tests.

Interviewee 3

The organic products need more time to act on the skin. So, the customers need to have patience while using those products.

Table 5: Interview transcript

Discussion

Trend in the skincare industry

The skincare industries are continuously trying to improve its services for the customers. The famous trends in the skincare industry are plants-first perspective which promotes vegan beauty. Another famous trend is phygital beauty which gives the customers the opportunity to see products and try them in real. Upcycling is another trend in the skincare industry. It is the repurposing of items to extend their lifespan (Leem et al. 2018). Microbiome movement and inhalable beauty are the other famous trends in the industry. The rise of slow beauty products is one of the most fast-growing trends in the industry. In this process, the companies can deliver sustainable and conscious care for the customers.

Current position of the skin care industry

The skincare industry market size across the globe was 134.8 billion in 2018. It has expanded at a CAGR of 4.4% from 2019 to 2025. The increasing demands of beauty products like face creams, sunscreens and body lotions has had a positive impact on the market (Rootman et al. 2019). E-commerce sectors have enhanced the business even more. Innovations in products and technology have led to the growth of the skincare industry to a large extent (Huang and Lu, 2020). The rising awareness among the people regarding the necessity of personal care products has led to the growth of skincare business. As a result, there has been an increase in the demands for organic products which are made from natural resources. These products are free from harmful chemicals and safe for the skin.

Future need form the customers in the skin care industry

The customers will have some demands from the skin care industry in the future. The customers are conscious about hygiene. So the products should meet that requirement. The skincare products should have a clear focus on the health of the users. The quality of the products should be high. The products should have the benefit of natural goodness. The customers are often in search of gender-neutral products for themselves(Christine, Kempa and Vinc?vi?a-Gaile, 02020). The products should be eco-friendly. The consumers expect the introduction of digital processes in the skincare industries. They require more convenient choices and online experiences. The customers also require the facility of buying products through online applications.

Sustainability in Skincare industry

The skin industry is one of the most advanced industries in the FMCG sector. The subdivision has grown in the last five decades. The rise in the industry is due to customer demand and the capability of the industry to aspect the change and move towards filling the customer demand. The industry is moving towards natural products. The components of the products are more designed from natural resources than laboratory materials. It is one of the fastest changing sectors and is moving rapidly towards sustainability. This makes the whole process more related to the current demand and the necessary demand of the consumers.

Summary (100)

It can be summarised from the above research that the beauty products has a good market distribution towards the domestic sector. In addition to this, it can be analysed form the aspects of interviewer that all the distribution for beauty products are more favorable towards domestic distribution. Moreover, maximum interviewer has respondents a positive view towards the questioned asked. Furthermore, the overall questionnaire has been prepared based on the research objective to maintain authenticity within the paper.

References

Mintel (2020) Natural and Organic Toiletries. Available at: https://reports.mintel.com/display/1027099/?fromSearch=%3Ffreetext%3Dorganic%2520skincare [Accessed 1st April]

Rootman, C., Oosthuizen, N. and Mabuyana, B., 2019, September. SELECTED PRODUCT VARIABLES AND CONSUMER BUYING BEHAVIOUR IN THE SOUTH AFRICAN SKIN CARE INDUSTRY. In 31st ANNUAL CONFERENCE OF THE SOUTHERN AFRICAN INSTITUTE FOR MANAGEMENT SCIENTISTS (SAIMS) (p. 444).

Leem, S., Chang, J., Kim, Y., Shin, J.G., Song, H.J., Lee, S.G., Yoo, S., Lee, J., Myoung, J., Park, S.G. and Kang, N.G., 2020. Repeated measurements of facial skin characteristics using the Janus?? measurement system. Skin Research and Technology, 26(3), pp.362-368.

Christine, K.Y.T., Kempa, S. and Vinc?vi?a-Gaile, Z., 2020. Determinant Factors in Purchasing Korean Skin Care Products. In SHS Web of Conferences (Vol. 76, p. 01021). EDP Sciences.

Huang, Y. and Lu, S., 2020. Influencing factors for willingness to pay of chinese consumers for organic skin care products from product quality in wuhan city. Asian Journal of Science and Technology, 11(08), pp.11221-11228.

Appendices

Appendices 1

  1. What do you think is the trend in the skincare industry?

Interviewee 1

I have been using various types of products for a few years but most of them have caused allergies to my skin. So, right now I am trying some organic products which did not cause any allergies till now.

Interviewee 2

Recently, I have been preferring sustainable beauty products like biodegradable wet wipes which would benefit both my skin and the environment.

Interviewee 3

I am using skin products which have electrolytes like calcium, potassium and magnesium which helps to improve my hydration levels of skin.

Table 1: Interview transcript

  1. Do you believe the current position of the skin care industry is the optimum?

Interviewee 1

I think the skin care industry is one of the most suffered industries due to Covid-19 pandemic.

Interviewee 2

I was obsessed with lipsticks. I used to buy the lipstick as soon as the company launched it. However, my interest in the lipsticks decreased gradually because right now I do not usually move out of my house except in case of emergencies due to Covid-19.

Interviewee 3

Do-it-yourself (DIY) beauty care has increased from 2020 since all the parlous around the world are closed due to the pandemic.

Table 2: Interview transcript

  1. What do you believe the future need form the customers will be in your industry?

Interviewee 1

Earlier, I only used to depend on parlous for my skin treatments. However, pandemic taught me that I could do my skin care treatment myself.

Interviewee 2

I was using branded items for my skin care but I observed my skin was not improving. So, my mother suggested using some home made remedies and that worked wonders. Thus, in future if any company would produce products with only natural items without any synthetic materials, I will be using them.

Interviewee 3

In future, I would like to use sustainable skincare products.

Table 3: Interview transcript

  1. How far do you think skin care industry is moving towards sustainability?

Interviewee 1

I think the skincare industry is towards sustainability because the industry is launching Green cosmetics.

Interviewee 2

Skin care industry is renewing its raw materials for production of new types of cosmetics. Thus, the industry is obviously following the sustainable development goals.

Interviewee 3

To gain the trust of the customers, the skincare companies are innovating their existing technologies to accommodate sustainable development ways. I was overwhelmed to know that the L’Oreal company is searching for creative ways to remove plastic from the beauty industry. I would really be happy if they succeed in doing so.

Table 4: Interview transcript

  1. What are your recommendations for the Consumers of organic skin care products?

Interviewee 1

I have seen that organic skin products get spoiled within a few days. Therefore, I would like to advise the customers of organic products to use them immediately after opening the seal of the products.

Interviewee 2

Some organic products can cause allergic reactions so before using any organic product, I would suggest the customer to do the allergy tests.

Interviewee 3

The organic products need more time to act on the skin. So, the customers need to have patience while using those products.

Table 5: Interview transcript

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