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Strategy for Conducting Market Research
Prochurus and Garner is a large U.S-based consumer goods company that has recently launched a new cosmetics line targeted at the Latina market. The company opted to market the new cosmetics line exclusively via network marketing. Prochurus and Garner’s plan of using the savings from reduced marketing and distribution costs to train new network marketers has worked very well. The new product line is enjoying a good level of market penetration not only within the Latin American diaspora in the US, but also in the three Latin American countries of Argentina, Brazil and Mexico where it has been piloted. Based on this success, it is recommended that Prochurus and Garner add an insect repellent lotion to the cosmetics line. The product and the strategy for conducting market research are discussed below.
The proposed product is a diethyltoluamide (DEET) based mosquito repellent lotion that will be marketed under the brand name “Prothon”. DEET has been chosen as...
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