Skincare Research Scope

1. GLASS SKIN
NEW PRODUCT
DEVELOPMENT
PROCESS

2. NEW PRODUCT DEVELOPMENT PROCESS
1. Concept development 2. Market research/
concept testing
3. Business analysis &
Marketing strategy
4. Product
development & Test 5. Product launch
• Detailed description or
blueprint of idea.
• Identification of the
target market of product
• Features and benefits
solution appealing to
customers
• The proposed price for
the product.
• To identify select group
of consumers in order to
conduct a product
concept research
• To validate product ideas
with users before
investing time and
resources into building
them.
• The marketing
strategy serves to guide the
positioning, pricing, and
promotion of the new
product.
•The business
analysis comprises a review
of the sales forecasts,
expected costs, and profit
projections.
• To develop the product
concept into a finished,
marketable product
• To test with users to
see how they interact
with the products and
collect feedback
• Ready to introduce a
new product to the
market.
• Ensure the product,
marketing, sales, and
customer support teams
are in place to guarantee
a successful launch and
monitor its
performance.
• Target customers: who we
want to sell
• Value proposition: Identify
what makes us different
from the competition
• Messaging: how you will
communicate your
product’s value
• Qualitative research to
validate the selected
product concept
• Quantitative research to
finalise the concept
• Once the marketing
strategy is planned, product
management can evaluate
the business attractiveness
of the product idea.
• If business plan satisfies the
company’s objectives, the
product can move to the
product development stage.
• Test marketing involves
releasing the finished product
to a sample market to
evaluate its performance
• The goal of the test
marketing stage is to validate
the entire concept behind the
new product and get ready to
launch the product.
• Set key result
• Understand what an d
how to track
• How to use learning to
make change and
adapt the products

3. Concept Development
Concept development includes;
1. Brand concept
2. Product concept
3. Target customers
4. Brand propositions
5. Product values and unique selling points
6. Brand logo
7. Packaging
8. Brand taglines
9. Concept board
10. Product ricing

4. Research Objectives
• To understand consumer needs and their skin care
behavior as well as to identify any unmet needs (If
any) and potential product concept for our brand
• To validate the 3 potential brand concepts and
identify way forward for optimization and potential
source of revenue.
• To evaluate product’s active ingredient in order to
optimize product key unique selling points and
optimize the product portfolio

5. 5
Scope of Study
Module I :
consumer needs and their skin care behavior
Skin care behavior, regimen and skin care brands consumed/repertoire
• Reasons for product choices
• Usage occasions
• Amount spending
• Skin care routines and daily consumption
– Any life tension or unmet needs related to skin care products
– Selection criteria for skin care products
• Understand key differences between each segment and category
• Packaging that impacts
• Active ingredients preferred

6. Scope of Study
Module II :
validate the 3 potential brand concepts
Evaluation of new concept in terms of:
– Overall Reaction
– Attention getting
– Likes/Dislikes
– Relevance
– Differentiation and uniqueness
– Impact on brand image/brand fit
– Perceived value for money
– Usage/consumption occasion
– Name, Logo and Packaging Acceptance
– Price Acceptance
– Purchase Intention

7. Scope of the Study
Module III :
evaluate product’s active ingredient
• Product Evaluation
– Overall Reaction
– Likes/Dislikes
– Differentiation and uniqueness
– Usage/consumption occasion
– Purchase Intention
– Price Acceptance

8. Estimates
• 3 Standard skin care users live in BKK – (6 respondents in group) 90,000 Baht per group
• Report and recommendation 50,000 Baht
• Product development x 3 300,000 Baht