| Titre : |
How to adapt marketing strategy in slow consumption trend in the beauty sector in large retail |
| Type de document : |
Mémoire |
| Auteurs : |
Agathe BUSSET, Auteur |
| Année de publication : |
2020 |
| Importance : |
34 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
BEAUTE ; COMPORTEMENT DU CONSOMMATEUR ; GRANDE DISTRIBUTION SECTEUR ; MARKETING STRATEGIQUE
|
| Résumé : |
Working in a beauty industry, we face the issue of slow consumption in our daily lives, especially on one of our biggest brands: Diadermine, a leading brand in the skin care market. The brand is losing market shares because of this new trend of "consume better" we had to adapt and propose an offer more in line with the market trend in order to survive and regain market share. By combining my daily working life with the "Slow Consumption" trend in large retail, I found it interesting to deepen this trend and combine it with my job in order to learn from it to establish more relevant recommendations for beauty industrials.
I have combined several sources in order to have a global vision of the situation and to be able to cross-reference the data in order to get the best learnings. My research was based on a literature review on the evolution of retail and its ability to adapt, recent examples of companies in transition and testing new models, tests and challenges that my company is facing. By using the IRI panel, I took an overview of the market and its evolutions, with the KANTAR panel, I highlighted consumer trends. I conducted qualitative interviews that confirmed the consumer trends highlighted through my research. |
| Programme : |
PGE-Reims |
| Spécialisation : |
Digital Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529103 |
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How to adapt marketing strategy in slow consumption trend in the beauty sector in large retail / 2020 
