Task scenario:
You work as a marketing research manager for an international marketing research agency. You have received a market research brief (appendix 1) requesting your agency to submit a proposal to undertake market research on behalf of Dove UK (on Skin Care Category) You must respond to this brief by providing a market research proposal on behalf of your agency.
Dove UK is exploring a new brand for make-up, skin care, Men’s grooming and sun care.
At the moment, Dove UK are considering brand names such as White Bird and Phoenix. White Bird because there is still an association with the Dove brand and Phoenix because it is part of Greek mythology and is cyclical and regenerates. This new brand for Dove will compete with brands such as Lancôme, Clarins and Clinique, so a little more up market than the current Dove UK brand. Dove UK will make the decision on the brand name, but they would like you to explore a market for the product category (Skin Care category) you choose. For the purposes of this research proposal, you can choose which name you would like to refer to for the new brand.
Product Categories:
Colour Cosmetics
Skin Care
Men’s Grooming
Sun Care
• You must choose and clearly state which international market (one country) you wish to base your proposal on.
• You need to choose one product category (skincare category).
• As part of your proposal, you need to review the potential of online sales. COVID has driven consumers to shop online, so e-commerce potential must be explored.
You should choose the agency you wish to represent according to the chosen international market and based upon the requirements of the brief and the type of research you are proposing.
Your report should be written with the intended audience of the business customer using business English and using a clear report format. This is a practical scenario, but you should use evidence from a wide range of appropriate literature to provide justification for your decisions and recommendations in this proposed research.
You must not carry out any primary research, instead you must provide the details of the type of primary research you are proposing with justification. For the secondary ‘desk research’ conduct some preliminary desk research findings to support your proposal.
For this task you must choose which marketing research agency you are working for. You must not contact any companies directly. All details of the agency should be gained via the company website or associated organisations.

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