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Collaborating with a team of students to develop a marketing research plan for an external client, Elevated Manufacturing.  Plan includes development, fielding and analysis of an online survey using Qualtrics software.  Analysis and Recommendations will be presented to the client in both an oral presentation and business paper.

Potential Marketing Projects
Elevated Manufacturing
What We Do
• Elevated Manufacturing is a formulator and manufacturer of cosmetic
products
• Currently produce products for other businesses/brands
What We Want to Do
• Expand and establish new revenue streams by developing new services,
formulations, and products for both B2C and B2B outside of the EM brand

Value
Propositions
We are dedicated to incorporating real science into
cosmetic products to deliver real results


We are the sole source for a number of patented protein
technologies



Our team consists of three PhD scientists/engineers
Keratin and tropoelastin (synthetic)
We have unique, low-cost access to a number of
regenerative, stem cell-derived ingredients
Our hands-on manufacturing and formulation approach
allows for small-batch and couture product offerings

We aren’t too big to work with the little guy
Our Science and Technology

Keratin



Structural protein that makes
up your hair and fingernails
Our synthetic source is vegan –
utilizes E. coli
Conditions and strengthens
hair. Increases shine and
volume.

Tropoelastin




The body’s natural precursor to
elastin – an integral component
of skin
The body stops producing it at
puberty – half-life of 70 years
Our synthetic source is vegan –
utilizes E. coli
Improves texture and
appearance of skin.

Stem cell-derived products




Exosomes, stem cellconditioned media, amniotic
fluid
Contains potent proteins and
peptides produced by stem cells
Sourced from donated birth
tissues
Anti-aging…oh god what can I
say here with out invoking the
FDA…
B2C Expansion Plans
• Direct to Consumer (new company)

We are looking to develop a hair conditioning product that incorporates our novel
keratin protein technology

What we don’t know:
• What does the customer look like? Is it a professional product for hair stylists?
• Will it have traction in younger or older markets?
• Is it targeted towards females, males, or is it unisex?
B2B Expansion Plans
• B2B (Skinventive)

We feel that our value propositions align us well with medical/aesthetic professionals

Includes: med spas, traditional spas, nurse practitioners/dermatologists, and aestheticians
• We can create both back bar (used during in-office services) and take-home products



They have an appreciation for science-driven results
Typically, their practices do not have the need for thousands of units, even in a year
What we don’t know:




Who is the decision maker for these businesses?
Where do they currently get their back bar products?
Do they have take-home products? Are their take-home products self-branded or are they
retailing other brands?
How do they develop their services/spa menu with regards to their products?
Questions?
Thank you!
Elevated Manufacturing
Team name :
Skin Type Filter Analysis
MKT 439
April 14th, 2022
Table of Contents
Table of Contents
Executive Summary
Marketing research client team Project Overview
Marketing Research Objective
Marketing Research Results
Conclusions from the Marketing Research
Recommendations to the Client
Background on Client
Marketing Research Objective
Research Methodology
Research Design
Sample Design
Survey Analysis, Results, & Client Recommendations
Q Age
Q Gender
Q Average Monthly Spending on Skin Care Products
Q Pricing
Q Price Sensitivity
Q Willingness to Try Different Brands
Q Reasons for Current Brand Loyalty
Q Purchase Pushers
Q Desired Future Skin Care Products
Q Criteria based on selecting Skin Care Products
Q Attractive Ingredients
Research Limitations
Bibliography / Citations
Executive Summary
Marketing Research Client Team Project Overview
Marketing Research Objective
Marketing Research Results
Conclusions from the Marketing Research
Recommendations to the Client
Background on the Client
Elevated Manufacturing is a company that manufactures cosmetic products with a unique
technology. It offers various products such as solutions for hair loss and growth. But also
anti-aging, tattoo healing and sensitive skin products. The products of the brand are of
excellent quality and manufactured in small quantities.
This brand aims to use scientific experiments with the collection and analysis of results
to offer the best product for its customers. It is the only company that uses patented
protein technologies including keratin and tropoelastin. The company markets its products
with other companies thus in B2B. Elevates Manufacturing is in full development and is
not yet targeting small businesses, even though it has a production capacity of over tens
of thousands of units. The company’s team consists of three scientists and engineers who
have unique skills and hold a PhD.
In order to expand further, Elevated Manufacturing plans to reach new consumers
through direct sales with the launch of a hair conditioner using their protein technology.
The product will be made of keratin.
Marketing Research Objective ( Jay Part )
The main purpose of the survey we did for Elevated Manufacturing was to get information about
people who currently use facial skin care products. We targeted people at the age of 18 and
above. The survey was sent out to workers and students ( NAU students were the majority ) but
it was also sent out to other students that attend different universities. The result would be
relevant data that Elevated Manufacturing could implement into their business plan.
Research Methodology
Budget for the project ($ to support the incentive),
Research Design
The objective for this assignment was to gather data from Qualtrics Survey
Management system to enable us to gain insight on the projected stakeholders for
Elevation Manufacturing, its buyers. Data was collected through several methods of
research including applied, exploratory, and primary research to draw information from
the data. Primary Research was collected through the distribution of surveys, while
exploratory research was also being collected via survey to potentially uncover
underlying trends within the data that was collected. Additionally in this process, applied
research was also able to be uncovered due to a few of prior the curiosities the client
had about its potential customers.
Through the help of Qualtrics, our team was able to develop a skincare survey that was
distributed through NAU’s WA Franke College of Business program via email. Students
were incentivised to take and complete the formulated skincare quiz to improve survey
feedback by entering them in a chance to win one of three $10 dollar gift cards to
Target, in addition to a guaranteed discount code for Elevation Manufacturing’s
products. Student’s were only eligible for these incentives with the completion of the
quiz. Test results were then digitally collected and able to be filtered through Qualtrics’
software system and organized by Len Hostetter’s marketing students. In order to
meticulously analyze the data for trends student groups were given a particular filter to
see through the “lens” of that particular segment..
Sampling Design, Explain why, Convenience Sampling was utilized, Target
Population, Sampling Frame, Sampling Units, Sampling Unit Selection Process,
Sample Size, Timing of Research, Location of Research, Response Rate
Sample Design
Survey Analysis, Results, & Client Recommendations
Executive Summary
Elevated Manufacturing works to manufacture and create cosmetic products,
specifically those that deal with hair regrowth, anti-aging, and skin healing. Their main
product line, Dermalastyl, focuses on the rejuvenation and care of our skin by
formulating products that help with hydration, anti-wrinkle cream, and eye serum. Our
objective is to better understand the target markets that are
(ANGE PART) :
BACKGROUND ON CLIENT (Information inserted in Client Background Portion)
ANALYSIS OF OILY SKIN
It can be seen that the majority of people with oily skin type which is 97 people from the
questionnaire are in the 18 to 23 age group. This can be explained by the overproduction
of sebum during puberty.
40% of the people who answered the questionnaires answered that they have fair skin.
We can see that 66% of the potential clients’ budget is less than 50$ per month. This
shows that skin is not an important concept for them despite the fact that they have oily
skin. There are still 30 people out of 97 who answered that they have a purchasing power
of more than $50 for skin products. We must focus on these people.
We can notice in the facial skin care products two main products. Many are those who
use moisturizers, 83% of the participants in the questionnaire and the cleanser which is
used by 78% of people with an oily skin type. We can therefore conclude that people with
oily skin have a routine that consists of cleansing the skin with a cleanser and then
moisturizing it with a cream.
The use of sunscreen for people with oily skin is used by half of our potential clients. This
can be explained by the location because in Flagstaff, the UV index is often high due to
the elevation.
The use of acne treatment which makes up 51% of the participants illustrates that half of
our prospects are in puberty.
The exfoliator is used by 38% of the participants. There is still a portion of our prospects
who want to deep clean their skin.
The toner and the eye cream together constitute about 23% of the participants. This
allows us to say that for people with graceful skin, firming their skin or moisturizing their
under-eye area is not a dominant factor.
Anti-wrinkle cream is only used by 11% of our prospects. This can be explained by the
young age of our participants who do not find the need to use this type of product yet.
You will be a new brand on the market. For people with oily skin, 67% would be willing to
try a new brand for facial skin care products. That’s a large target. You will also be able
to reach the 9% who are reluctant to try a new brand by developing a great company
culture and your high quality products.
The acceptable price for your prospects to launch your product is 58% between $31 and
$49, so we recommend that you stay within this price range in order to also reach the
10% who are willing to pay more than $50 for a product.
65% of participants are using social networks. This can be explained by the fact that the
age range of the participants is mainly 18 to 26. We therefore recommend using this
communication channel for the launch of the brand in B2C. We can see that many
answers talk about Tik Tok, Instagram.
Facial Skin Care Product/Usage for Dry Skin
For respondents with dry skin, each of them commonly uses facial skin care
products. Once again, females are the ones who use these products the most, at
71.58% (68 respondents) and males represent 26.32% (25 respondents). As before, the
average age of the respondents is between 21-23 years old at 54.74% (52 respondents)
and the second is 18-20 years old at 23.16% (22 respondents).
Next, we asked the respondents their facial skin tone. 4 tones were presented,
light, medium, tan and dark. 62.11% (i.e. 59 people) consider their skin tone to be light,
30.53% (i.e. 29 people) consider their skin tone to be medium, and 7.37% (i.e. 7 people)
consider their skin tone to be tan.
For the average monthly spend for facial skin care products, 94.74% of
respondents spend no more than $100 per month. 80% (76 of them) spend less than
$49, and 14.74% (14 of them) spend $50 to $99.
They invest in 3 particular categories of facial skin care products: Moisturizer (at
21.50%), Cleanser (at 18.36%) and Sunscreen (at 14.73%). Then, the most important
factors in purchasing are quality, price and ingredients.
Finally, regarding the price that the respondents find acceptable. 46.07% (41
respondents) would accept between $31 and $49, 35.96% % (32 respondents) would
accept less than $30, and 15.73% % (14 respondents) would accept between $50 and
$69.
Regarding advertising, social networks play a major role. 62.92% of respondents
use social networks to learn about facial skin care products and say they are affected by
social media influencers. As we have already seen, TikTok and Instagram are the main
social media influencers.
Finally, the shopping methods to be recommended would be In-store shopping,
with a majority of 74.16% (66 respondents), against only 25.84% Online. 3 shopping
sites would favor sales to respondents with dry skin: Beauty/Cosmetic Store at 48.48%
(i.e. 32 respondents), Supermarkets at 19.70% (i.e. 13 respondents), and Department
Store at 15.15% (i.e. 10 respondents).

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