“Glow” is a new cosmetic company that is about to be launched in the market

Q. 1. “Glow” is a new cosmetic company that is about to be launched in the market.

“Glow” believes that Mother Nature has an answer for almost everything, and so they are keeping their ingredients list as close to the earth as possible. Honestly, they do not use unnecessary chemicals, fillers, parabens, or additives.

The company believes that most organizations should focus on satisfying the needs of one or more subgroups of a market rather than the entire market. You are a part of marketing team of this company.

Answer following questions based on the provided information.

Who is your target audience? Why? Provide at least 5 characteristics of your target audience. (Project on gender, age, income status and other demographics of the target audience. This question aims to find out how well you know your target market) (5 points).

Q.2. Suppose that Jamestown. NJ, has two florists. Florist A uses a traditional mass marketing approach to attract customers, while Florist B uses a “one-to- one” approach.

a. Which florist is more likely to use each of the following campaigns? Why? (4X2 = 8 points)

I. Mother’s Day and Valentine’s Day specials, supported by radio commercials the week before each holiday.

II. Color brochures of wedding flowers sent to women registered on David’s Bridal registry (the florist obtains the details through the David’s Bridal marketing department).

III. A small bouquet of flowers sent to newlyweds on their “first anniversary”.

IV. An ad in the Yellow pages that reads “Flowers for all occasions”.

b. In your opinion, which Florist would be more successful in Jamestown? Why? Discuss (3 points)

c. Develop and discuss an innovative way of out-of-home advertising for each Florist (A and B) to help them grow their market (4 points).