Understanding the customer Assignment 1

improving Jasmina brand's approach according to Teenagers consuming behaviour

A new generation of Beauty

Tahani Jambi - WC5008

Intro

Jasmina is sub brand of Pure Beauty brand, which is a local brand for skin care products established at 2018. Pure Beauty was the result of the combining the power of natural ingredients and scientific innovation, focusing on quality assurance and producing ethical products. after conducting research in the market of skincare the team addressed a need in teenagers girls, with no available trusted solutions. So, with standards of pure beauty the team worked on providing clean and gentle products made for their delicate skin.

Intro

Jasmina has an ambitious goal to activate its new products in the market.Thus worked hard to study its target audience and the ways to collaborate with its success partners to grant mutual success and sales.In this project we aim to enhance the positioning and market share of Jasmina in the industry, by conducting market segmentation, targeting and adaption for Jasmina brand.

Products

Jasmina addressed the main areas of skin issues teenagers struggles with, Black heads, Acne, oily skin, dark undereyes and with gentle, clean, and natural ingredients they provided a wide variety of products. and used joyful colours in the packages to appeal to teenagers.

Hero

Problem

Teenage girls are suffering anxiety from friends and school when showing up with their skin issues. They hide them using patches and make-ups.

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Infeluence of

Needs of

Purchasing

socialisation agent

Low involvement products

Teenagers

Teenagers learn from socialisation agents through interaction, which can change their way of thinking as they get older. Socialisation agents can have a big impact on teenagers by how often they interact, or how much power they have over things like rewards and punishments.

it was found that for low involvement products teenagers depend more on the mass media for information, and they tend to buy products with their peers rather than their parents.

belonging, approval, and independence, as well as having the need for experimentation.

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Teenagers Shopping behaviour

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Sponsorship

Advertisments

Branding

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Influence of others

symbolic consumption

Factors of buying behaviour

MArket

Segments

PERSONALITY TRAITS

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Age group: 20- 24

Age Group: 16- 19

School

Junk Food

Skin Care

Healthy

Friends

independency

Skin issue

Getting Bullied

Mobile

Longing for acceptance

buying decision maker

Friends

College

dependant

Our Proposal

Our suggestion is embracing the teenagers by giving them a safe environment that encouraging them to face their issues and let us help them to develop and grow. So they can feel that they are belonged, treasured ,being heard and understood. we suggest as well using one of the young influencers “Rateel” to play the role of brand ambassador

Brand

Ambassador

Rateel Alshihry is a well-known model with more than 428k followers on Instagram. She is in love with Jasmina and uses it daily. She appeared in the first advertisement of Jasmina and the feedback of her were great. She’s a promising, ambitious, young influencer, and lately she started her own podcast. (Rateel Alpha talk).

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Social

Online

Media awarness

session

Engaging with the audience in a very attractive and funny content.

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Interactin with the audience, with experts, conducting Q&A to enrich knowledge and give personlized answers.

School events

Product reviews, Giveaways, Ask us anything, Jokes/Jokes and expert advices

Wide range of different influencers activities.

Activities

Social Media

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• Mix of Product information reels.
• Brand ambassadors reels.
• Experts advices reels
• Funny reels.

References

About Jasmina Face Products: Pure beauty. Jasmina Face Products | Pure Beauty. (n.d.). https://www.jasmina.sa/en/about Business Bliss Consultants FZE. (November 2018). Teenage Purchasing Decisions for Cosmetics. Retrieved from https://ukdiss.com/examples/consumer-buying-behaviour-2.php?vref=1

Effect of sociolisation agents on Teenagers buying behaviour

Teenagers learn from socialisation agents through interaction, which can change their way of thinking as they get older. Socialisation agents could be family member, friend, teachers, and celebrities like athletes, movies stars, and rock stars, they can have a big impact on teenagers by how often they interact, or how much power they have over things like rewards and punishments. Teenagers are influenced by the socialisation agent during the learning process. But it all depends on their cognitive development or stage of life, and other factors like their status, gender, age, class and religion. Plus, they'll develop new skills and habits, learning properties, that will shape their consumer behaviour.