The market is calling for Biolage R.A.W. /

Biolage R.A.W. is a professional haircare brand launched in 2017, in Portugal. The brand is taking its first steps into the Portuguese market and facing a lack of awareness about high-end natural products along with facing challenges pricing in this segment. This case encourages students to discuss...

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Bibliographic Details
Main Authors:	Loureiro, Sandra Maria Correia (Author), Anes, Paulo (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2019.
Series:	SAGE Knowledge. Cases.
Subjects:	Biolage R.A.W. Hair preparations industry > Portugal > Case studies. Branding (Marketing) > Portugal > Case studies. Product management > Portugal > Case studies. Produits capillaires > Industrie > Portugal > Études de cas. Stratégie de marque > Portugal > Études de cas. Produits commerciaux > Portugal > Gestion > Études de cas. Branding (Marketing) Hair preparations industry Product management Portugal Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Biolage R.A.W. is a professional haircare brand launched in 2017, in Portugal. The brand is taking its first steps into the Portuguese market and facing a lack of awareness about high-end natural products along with facing challenges pricing in this segment. This case encourages students to discuss how Biolage R.A.W. can come up with a launch strategy in a market where the brand name is unknown, and the price of the products is regarded as high by the target consumer.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781526466167 1526466163