Marketing Research Storyboard - E Jezierski

Marketing Research Storyboard - E Jezierski

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  • Where are we today?
  • Brainstorming to create the "greatest hair dryer on the planet" with all the functional tools to achieve salon results at home
  • Maintaining a positive brand image in the world of consumer and professional appliances.
  • Hair dryer product sales dropped 6% from 2016 to 2017.
  •  "We [Revlon] are thrilled to launch a product that helps women dry and style their hair effortlessly to achieve the beautiful hair results they desire to feel confident." (Limited, H. 2016)
  • Lack of customer engagement.
  • How did we get here?
  • We need to listen to what the customer wants and help to provide a tool that can boost self confidence.
  • Stylist Leigh Ellington states, "If you are still hesitant or need more advice, come in and see one of our talented stylists. They can give you tips on styling tools such as blow dryers and flat irons and well as tips on using them properly to achieve maximum results... So go forth and make great hair yours! (with the right tools of course)" (Ellington, 2012) Educating our customers and listening to their wants and need is imperative to creating a successful hair dryer.
  • Hair dryer sales sinking. Losing rank of most recognizable hair dryer brand. Overpowered by competition. 
  • Where will we end up?
  • "Not just a regular sized hair dryer but one that's smaller, weighs less and doesn't wake up the dead. That's the Dyson Supersonic summed up for you. (Ali Jaffar, A., 2017)
  • Work as a team to achieve new markets to sell within the beauty industry (ex: Sephora).
  • Educate consumers on what makes a great hair dryer and WHY to purchase from Conair.
  • What can we do to change?
  • Usage of social media, blog posts and reviews to boost brand recognition.
  • 20% increase in hair dryer sales
  • Begin the process of company wide discussion in the creation of new hair dryers or adding new functionality traits to already created dryers.
  • Administer survey to gauge what the costumer wants/needs in a hair dryer.
  • What can we do to change?
  • Create an IMC campaign for an already offered, affordable dryer to boost profitability.
  • *Please refer to iLearn post for list of references.
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