Hair styling industry : the responsiveness of portuguese male consumers : Studio Line case study

• Autor(a) principal: Sá, Margarida Lisboa Martins Vieira de
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20089
• topic: Positioning; Consumer behaviour; Studio line; Communication; Brand personality; Posicionamento; Comportamento do consumidor; Studio line; Comunicação; Personalidade da marca; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This dissertation provides an overview on relevant marketing-related subjects such as brand personality, positioning, consumer behaviour and communication through the analysis of a case study on Studio Line by L’Oréal Paris in Portugal, a Hair Styling brand targeted at the male market. The case study starts by presenting the Hair Styling market in both Europe and Portugal in particular, its evolution and the current barriers and opportunities. Then Studio Line is presented, its evolution, current strategy, positioning and place in the market, both in terms of sales and portfolio. The whole dissertation aims to answer a challenge the brand faces today: How can Studio Line, being the market leader, increase the penetration of Hair Styling in the Portuguese male market? This challenge arises from a constant negative trend of this segment in the Portuguese market, presenting a penetration rate that is half of the European average. Results of the analysis of the Portuguese male market are presented and its implications for Studio Line’s strategy are discussed. The dissertation finishes with a Teaching Note, where scholars can find the case study summarized and instructions on how to apply it in a classroom setting.