We are introducing a very disruptive product to the skincare market. We have the opportunity to lead a category that has not a clear dominant player. We need to make the right choices in terms of: price positioning, distribution and marketing.
* Market research: business potential evaluation
* Validation of different distribution strategies
* Define the customer avatar
* Set the right marketing strategy
We can become an important player on the skincare industry, not just by introducing a product but to create a subcategory that today doesn’t exist.
Results we are looking for: Building a solid path to grow (distribution and marketing)
Project Topics
Data Management
Growth Strategy
Marketing
Operations
PR & Communications
Sales & Business Development
Company Information
| Company | SGN Holding |
| HQ | Brooklyn, New York |
| Revenue | N/A |
| Employees | Unlisted |
| Stage | Small Business |
| Hiring Potential | N/A |
| Website | http://www.sgn-holding.com |
Company Overview
Business Platform for Fashion and Beauty brands expanding internationally. The range of capabilities goes from a specific single project to fully manage the subsidiary in the USA of an European brand.
Experiential Learning Program Details
| School | Montclair State University |
| Engagement Format | Capstone - Small Team Consulting Project - Students work in consulting teams of 3-5 directly with faculty and client liaisons on developing real solutions to real-world challenges. |
| Course | Accelerated MBA Consulting Co-Op (Spring 2022) |
| Level |
|
| Students Enrolled | 5 |
| Meeting Day & Time | TBD |
| Student Time Commitment | 15-30 Hours Per Week |
| Company Time Commitment | 3-5 Hours |
| Duration | 13.43 Weeks |
Program Timeline
Key Project Milestones
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February 1, 2022 - Milestone One: Conduct a Deep Dive into Lesielle
- What is the Company’s business model?
- What products and services do they offer their customers? What value can they provide their customers?
- What about the Company’s brand differentiates it from its competitors?
- How would you define the Company’s brand? How is the Company looking to influence brand perception in the United States as the result of this project?
Suggested Deliverable:
Prepare and deliver an “elevator pitch” on the Company, or a brief and persuasive speech about the company and what they do.
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March 1, 2022 - Milestone Two: Conduct a Customer Profile Analysis
- What are the key and relevant demographic, psychographic, geographic and behavioral factors that can help the Company understand its ideal customer profile(s)?
- What market does the product best serve? How does the Company and the product meet the values, wants, and needs and expectations of their customers?
- How do customers interact with the brand? What is the customer journey like?
- How do customers find out about and engage companies and products in this market space? How can they be reached?
- What are the most effective distribution strategies to reach customers?
- Can you identify any pain points with distribution processes (supply chain) for customers?
Suggested Deliverable:
Presentation of several distinct Customer Personas, based upon your research
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April 1, 2022 - Milestone Three: Conduct a competitor analysis
- Who are the Company’s key competitors in the industry?
- How might you analyze their positioning in the market and in relation to the Company? On what criteria will you draw comparisons?
- How does the Company differentiate itself from two of its top competitors in messaging and visuals?
- Considering what you learned from the customer profiles, how do the results from the competitor analysis inform your understanding of the Company’s value proposition?
Suggested Deliverable:
Report and Presentation detailing Competitor analysis and value proposition statement
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May 2, 2022 - Milestone Four: Propose a go-to-market strategy for bringing about the company’s goals for the campaign and increase in conversions
Who should the Company target in their campaign?
For each customer segment:
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- What specific strategy/ies do you recommend?
- What messages or content would be most effective? How can these educate consumers and emphasize the value proposition that the Company offers customers, particularly in relation to other companies in the market space?
- What messages and content would be likely to motivate consumers to establish a connection with the Company, by enrolling and creating an account?
- What communication channels would be most effective?
- What distribution strategies do you recommend?
Suggested Deliverable:
Go-to-Market Playbook
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Project Resources
Industry Mentors
Academic Mentors
