practice case 3
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INTERVIEW PROCESS
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Situation description

Our client, Consumer Goods Co. (CGC), is one of the main consumer goods companies in the U.S. Its skincare division has been focused on its best-selling sunscreen product, Summertime Sunscreen (Product A), which holds 2% of the U.S. sunscreen market share.

CGC recently developed a new formulation of sunscreen, Product B, and is planning for launch.

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Practice case
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Question #1

What factors might CGC consider, and what questions must CGC answer while preparing to launch Product B?
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What is product B?

How does it differ from A?

What is its value proposition?

Which competitors and customers matter?

How big is the sunscreen market?

What trends drive demand?

Also consider stakeholders, branding, co-positioning and macroeconomic impacts.

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Question #2

The client sent you some product information and some market research results. How does this information direct you on how to market Product B?
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practice case 2b

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Product A suits beaches with high SPF and “reef-safe” traits, while Product B’s “oil-free” formula fits daily use. They serve distinct segments, so cannibalization is low. Product B is premium, priced four times higher, needing new marketing channels and possibly its own brand to align messaging.
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Question #3

The client just shared some additional market research. Based on this information, which customer segments would you recommend for Product B?
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practice case 3a

practice case 3b

practice case 3c

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You could target:

Nonbinary people ages 18 to 29, a fast-growing group with 25% frequent users

Nonbinary people ages 30 to 64, steady but large; ensure research depth

Women ages 30 to 64, affluent and loyal

Women ages 18 to 29, heavy daily users

Men ages 30 to 64, low usage

Men ages 18 to 29, growing but nearing saturation

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Additional questions you might ask when selecting a segment

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What drives product growth?

How might competition, brand loyalty and multiproduct use shape the segment.

What might phased targeting look like?

Who might be a core target market for launch and how might CGC broaden to a larger market over time?

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Question #4

Based on your strategy and information from previous questions, what profit can you anticipate for Product B in the U.S.?
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To estimate profit for U.S. men ages 18 to 29:

Total population: 53 million

Roughly half are men: 27 million

About 26% use sunscreen regularly: 27 million times 26% equals 7 million

Estimated 2% market share: 7 million times 2% equals 140,000 buyers

Profit per product: $24.99 minus $9.99 equals $15

Assuming one purchase a year: $15 times 140,000 equals about $2.1 million in annual profit

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Question #5

Based on the consumer segment you selected, walk through how you would identify the appropriate marketing and sales channels to reach this consumer segment.
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To choose channels, assess CGC’s current retail and online presence, ad platforms and marketplaces. Map the customer journey to find influence points. Consider buyers and users, align placement with price and seasonality and design an AI-enabled multichannel strategy to drive sales.
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