Case: Marketing Research. Fall
2016

Cosmetic Applications

Author: Richard F.
Belhamini, Associate Professor of Marketing and Advertising,
Arizona

State University.

Characters: Hans,
Cosmetics Group Product Marketing Manager

Maria, Assistant Marketing
Communications Manager

Maria is an Assistant Marketing
Communications Manager with TruBlush Cosmetics, a manufacturer of
facial cream and other skin moisturizing products. She is
relatively new to the cosmetics industry, being a recent college
graduate with limited “real world” experience. As part of her
orientation, however, she recently had the opportunity to spend one
week with the TruBlush marketing research group, sitting in on
several focus group discussions with regular cosmetics users.

Today Hans stopped Maria in the
hallway and told her to coordinate the artwork on both the new
package label design and the storyboards for an upcoming
advertising campaign, to reflect an increase in the recommended
application of a facial cream product from one to three
applications daily. While delighted with the opportunity to finally
be assigned something substantive where she can demonstrate what
she is capable of doing, she is troubled by the directive.

Maria recalls that in each of the
four focus group sessions the week before, the majority of
consumers interviewed revealed that just one application of this
product “did the job.” While changing the recommended usage would
dearly contribute to additional sales volume, what she knows about
the product indicates that such an increase would not significantly
benefit consumers. On the other hand, Hans is the Group Product
Marketing Manager, and he makes the decisions on promoting recent
hires for this product.

Questions

1- What is the problem Maria is facing in this situation? Use
the relevant facts highlighted in the case. (The student is
expected to explain the problem, provides summary of the key facts
and relates it to the business environment) (Performance area
1)

2- What are the important data needed by Maria to design the
upcoming advertising campaign? Give examples on these data from the
case. (The student is expected to discuss the data needed,
collection method and findings. (Performance area 2)

3- What are the possible alternatives for Maria to solve the
problem? List the consequence(s) of each alternative. (The student
is expected to possible solution to the situation facing Maria).
(Performance area 3)

4- What actions should be taken by Maria? Justify your answer.
(The student is expected to discuss the actions that could be taken
and their consequences). (Performance area 4)