Does hybrid-cosmetics equal hybrid differentiation?
(2023) IBUH19 20231Department of Business Administration
- Abstract
- Differentiation is something that can easily be seen in today’s world, almost everywhere in companies, brands, people, products. It is simply ubiquitous. Cosmetics is an industry in particular where product differentiation in particular now plays an increasingly salient role in allowing firms to stand out from competition; a competition that will never cease to exist. This study explores the very essence of product differentiation in the cosmetics industry in Sweden, in the pursuit of elucidating whether, and how, it plays a role in the hybrid-cosmetics product segment. The definition of product differentiation used in this study entails several themes such as price, quality, features, marketing, distribution channels, and after-sales... (More)
- Differentiation is something that can easily be seen in today’s world, almost everywhere in companies, brands, people, products. It is simply ubiquitous. Cosmetics is an industry in particular where product differentiation in particular now plays an increasingly salient role in allowing firms to stand out from competition; a competition that will never cease to exist. This study explores the very essence of product differentiation in the cosmetics industry in Sweden, in the pursuit of elucidating whether, and how, it plays a role in the hybrid-cosmetics product segment. The definition of product differentiation used in this study entails several themes such as price, quality, features, marketing, distribution channels, and after-sales services. The reader is introduced to the concept of product differentiation and how it relates to hybrid skincare products. Thereafter the reader is guided through the literature that encompasses the underlying theories of which product differentiation is built upon. Following this the authors establish a conceptual framework of themes based on said theories. These themes are then used as the basis in constructing the interview questions, which are aimed at assessing how Swedish cosmetic companies leverage product differentiation when marketing these products to women, in order to gain a competitive advantage. A total of four people, being either CEO’s or marketing managers of Swedish cosmetics companies are subsequently interviewed. This is achieved through the conduct of a qualitative approach in unraveling which aspects of product differentiation are essential in the beauty cosmetics industry and which are not. The interviews are analyzed and the empirical and practical implications are highlighted. Said analysis found that the 4 companies behaved as the underlying theory would presume in most ways, and the themes of product differentiation found especially important were quality, features/complexity, services, and marketing. Less important were distribution channels and pricing. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9130385
- author
- Milenkovic Selmer, Filip LU ; Hammoud, Kristupas Mouine LU and Lashkov, Lazarin LU
- supervisor
- organization
- alternative title
- A qualitative study on how Swedish cosmetics companies utilize product differentiation in the female hybrid-cosmetics segment in order to stand out
- course
- IBUH19 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Swedish cosmetics companies, hybrid-cosmetics, product differentiation
- language
- English
- id
- 9130385
- date added to LUP
- 2023-09-12 13:28:42
- date last changed
- 2023-09-12 13:28:42
@misc{9130385,
abstract = {{Differentiation is something that can easily be seen in today’s world, almost everywhere in companies, brands, people, products. It is simply ubiquitous. Cosmetics is an industry in particular where product differentiation in particular now plays an increasingly salient role in allowing firms to stand out from competition; a competition that will never cease to exist. This study explores the very essence of product differentiation in the cosmetics industry in Sweden, in the pursuit of elucidating whether, and how, it plays a role in the hybrid-cosmetics product segment. The definition of product differentiation used in this study entails several themes such as price, quality, features, marketing, distribution channels, and after-sales services. The reader is introduced to the concept of product differentiation and how it relates to hybrid skincare products. Thereafter the reader is guided through the literature that encompasses the underlying theories of which product differentiation is built upon. Following this the authors establish a conceptual framework of themes based on said theories. These themes are then used as the basis in constructing the interview questions, which are aimed at assessing how Swedish cosmetic companies leverage product differentiation when marketing these products to women, in order to gain a competitive advantage. A total of four people, being either CEO’s or marketing managers of Swedish cosmetics companies are subsequently interviewed. This is achieved through the conduct of a qualitative approach in unraveling which aspects of product differentiation are essential in the beauty cosmetics industry and which are not. The interviews are analyzed and the empirical and practical implications are highlighted. Said analysis found that the 4 companies behaved as the underlying theory would presume in most ways, and the themes of product differentiation found especially important were quality, features/complexity, services, and marketing. Less important were distribution channels and pricing.}},
author = {{Milenkovic Selmer, Filip and Hammoud, Kristupas Mouine and Lashkov, Lazarin}},
language = {{eng}},
note = {{Student Paper}},
title = {{Does hybrid-cosmetics equal hybrid differentiation?}},
year = {{2023}},
}