Launching a make-up innovation in the Italian market: the Maybelline case

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dc.contributor.advisor Vescovi, Tiziano it_IT Schiavon, Cecilia <1993> it_IT 2018-02-18 it_IT 2018-06-22T08:47:12Z 2018-03-22 it_IT
dc.description.abstract The scope of this dissertation was the identification of the best way of structuring an innovation launch, in order to analyze the case of a make-up product launched by the brand Maybelline New York. In a previous part, the work aims at inspecting what the literature reported about how to design a new product launch: we identified a framework that structures product launch decision-making in strategic decisions, tactical decisions, and information-gathering activities. In a second section, the dissertation focuses on the development of the launch in the Italian market of Tattoo Brow 3 Days, an eyebrows tint that represents an innovation in the make-up industry. In chapter 2, we inspected the strategic decisions and the information-gathering activities concerning the launch: first, we examined the market strategy, the firm strategy, the product strategy, the competitive strategy and the time-to-market of the launch, and then, to integrate the strategic scenario, we focused on the identification of the target audience and the development of the consumer insight for each cluster of consumers. In chapter 3, we analyzed the tactical decisions for launching Tattoo Brow 3 Days: distribution and sales force effort, pricing, and the promotion and advertising campaign. At last, chapter 4 considers how Tattoo Brow 3 Days performed in UK, in order to set expectations for the product launch in Italy. it_IT
dc.language.iso en it_IT
dc.publisher Università Ca' Foscari Venezia it_IT
dc.rights © Cecilia Schiavon, 2018 it_IT
dc.title Launching a make-up innovation in the Italian market: the Maybelline case it_IT
dc.title.alternative Launching a make-up innovation in the Italian market: the Maybelline case. it_IT
dc.type Master's Degree Thesis it_IT Economia e gestione delle aziende it_IT Laurea magistrale it_IT Dipartimento di Management it_IT
dc.description.academicyear 2016/2017, sessione straordinaria it_IT
dc.rights.accessrights closedAccess it_IT
dc.thesis.matricno 861023 it_IT
dc.description.note it_IT it_IT it_IT 10000-01-01
dc.provenance.upload Cecilia Schiavon (, 2018-02-18 it_IT
dc.provenance.plagiarycheck Tiziano Vescovi (, 2018-03-05 it_IT

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