Discussion: 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 with pricing in this segment. This case looks at 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. After completing this week’s readings and after reading the corresponding article in the Reading and Resources section of this module, address the importance of Identifying your target demographic(s) Defining the psychographics of your target demographic(s) Addressing the needs and wants of the target demographic(s) Describing how the company can use its brand to help establish trust with the target demographic
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