Case Study

Case Study

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Case Study

A new sun care protection called spray-on sunscreen has been invented and is targeted to be sold to Hispanic women. In order to achieve the target, there is a need for the firm involved to come up with an integrated marketing campaign that includes the key strategies that enhance effective entry of a product to the targeted market. Precisely, the firm should adopt a marketing strategy that includes the use of ethnic media, social media sites and the traditional media.

The use of ethnic media involves strategies that are meant to address a particular ethnic group or a particular group within a given ethnic community. It will be vital for the firm involved in marketing the new spray-on screen product to use the strategy when marketing it to Hispanic women (Shaw, 2012). Firstly, the firm should design the product in a way that it appeals to the Hispanic women. For instance, the color of the product and its packaging materials should appeal to them. The firm can also add pictures of Hispanic women on the packaging materials (Shaw, 2012). As well, the campaigns carried out using other forms of media should display Hispanic women who have a light skin as a result of using the new product. In adopting the approach, the firm will increase the possibility that the product will be welcomed by the targeted consumer group, particularly Hispanic women (Shaw, 2012). In addition, the products, their displays and marketing should be designed in a way that they appeal to women aged between 18 and 25 years. For instance, most women aged between 18 and 255 years are in colleges. Thus, the firm can improve the effectiveness of its marketing campaigns through promoting the product to college students.

As well, the firm should make effective use of the traditional media. In particular, the firm can advertise the new prod.............