Sivakumari, Supramaniam * and Susela, Suppiah (2023) Teaching note fifteen: Young consumers: a market for Mawar. In: Teaching notes for higher learning institutions leadership case studies. AKEPT and Putra Business School, Bandar Enstek, Negeri Sembilan, pp. 96-99. ISBN 9789672177470
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The case is central to a common issue faced by companies to overlook their market behaviour and become concerned when experiencing a loss of sales. In this case, the dilemma faced by Aishah, Marketing Manager and her team to salvage the company by attracting young consumers was the central point of the discussion. The current practice of celebrity endorsement must be reassessed to understand whether it is in line with young consumers. Amirah and Helen assisting Aishah both have difficult challenges revisiting their brand and current communication strategies for the new market. As a team, they were pondering the following questions: a. Who will be the spokesperson now, will it be Sri Ayu for the new market or someone less that they need to look out for or a joint effort along with the co-founder? b.Will that be an effective solution to bring back the sales number?
| Item Type: | Book Section |
|---|---|
| Uncontrolled Keywords: | young consumer; cosmetics industry; case study; market behavior; consumer behavior |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Others > Non Sunway Academics Sunway University > Sunway Business School [formerly Sunway University Business School until 2023] > Dept of Marketing Strategy and Innovation [formerly Dept. Marketing] |
| Depositing User: | Ms Yong Yee Chan |
| Related URLs: | |
| Date Deposited: | 04 Sep 2024 07:20 |
| Last Modified: | 04 Sep 2024 07:20 |
| URI: | http://eprints.sunway.edu.my/id/eprint/3156 |
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