CASE STUDY

Très Jollie

Presented by:
MONICA GISELLA MURILLO SANCHEZ
University Professor
12 Years of Experience

OFFICIAL MASTER'S DEGREE IN DIGITAL MARKETING

EUDE
2020
CASE STUDY:
 THREE JOLLIE

This spring, the Spanish subsidiary of "Très Jollie" has decided that it needs to
launch a new line of lipsticks, since last season sales of the references they had
been keeping to date fell considerably. However, they need to clearly identify all the
variables by which they fell and make the best selection of references for the next
launch.
What types of sources would you recommend using to try to find out the reasons
behind the decline in sales figures for the previous lipstick line?
Information is essential in each and every one of the marketing processes: for the
analysis and determination of strategies, for the execution of specific actions, and
at the time of their review and control. Then, in order to determine the reasons for
the decrease in sales of the previous lipstick line, Tres Jollie should conduct a
consumer analysis and a product analysis, taking into account the following
sources:

V Internal Secondary Sources:

The company must exploit all the information accumulated by the company in the
past concerning: sales, balance sheets and budgets, prices, costs, customer data,
supplier data, competitors, etc. To determine possible product problems or non-
acceptance by the customer.

V External Secondary Sources:

Secondly, the company should look to external organizations or entities to provide it
with relevant consumer data to identify potential problems with the product at the
time of sales. I would recommend you to consult the following sources for further
information:
■ Ministry - Trade and consumption statistics.
■ Instituto Nacional de Consumo - Market research.
■ Magazines and publications - Estudios sobre Consumo (INC).
These sources can be used to study variables such as: motivation, perception,
personality, values, beliefs, attitudes, lifestyle, etc., which are important to
understand what the customer is looking for at the time of purchase.
V Sources of Primary Information
Once all this information is available, a qualitative or quantitative technique must be
applied, such as a survey or interview, directed to the company's target, which will
allow it to clearly identify the advantages and shortcomings of the previous product,
in order to generate a much better product in the new line of lipsticks and thus
improve sales this season.