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    Goodthings Organics

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    Goodthings Organics conducted research to understand their target customers and competitors. They surveyed 155 people and found that their core customers are females ages 18-22 who prefer organic, clean products and environmentally friendly packaging. Their main competitors appear to be large retailers like CVS, Target, and Walmart that sell conventional personal care products. Based on the findings, Goodthings Organics recommendations include exploring new target demographics, targeting customers based on the data collected, and expanding their retailer relationships.

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    Goodthings Organics

    Uploaded by

    api-558164203
    109 views14 pages
    Goodthings Organics conducted research to understand their target customers and competitors. They surveyed 155 people and found that their core customers are females ages 18-22 who prefer organic, clean products and environmentally friendly packaging. Their main competitors appear to be large retailers like CVS, Target, and Walmart that sell conventional personal care products. Based on the findings, Goodthings Organics recommendations include exploring new target demographics, targeting customers based on the data collected, and expanding their retailer relationships.

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    Goodthings Organics conducted research to understand their target customers and competitors. They surveyed 155 people and found that their core customers are females ages 18-22 who prefer organic, clean products and environmentally friendly packaging. Their main competitors appear to be large retailers like CVS, Target, and Walmart that sell conventional personal care products. Based on the findings, Goodthings Organics recommendations include exploring new target demographics, targeting customers based on the data collected, and expanding their retailer relationships.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    109 views14 pages

    Goodthings Organics

    Uploaded by

    api-558164203
    Goodthings Organics conducted research to understand their target customers and competitors. They surveyed 155 people and found that their core customers are females ages 18-22 who prefer organic, clean products and environmentally friendly packaging. Their main competitors appear to be large retailers like CVS, Target, and Walmart that sell conventional personal care products. Based on the findings, Goodthings Organics recommendations include exploring new target demographics, targeting customers based on the data collected, and expanding their retailer relationships.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 14

    Goodthings

    Organics
    Megan Balla, Victor Davis,
    Kristen Mastocciolo, Ashley Conklin
    What Will be Covered….

    01 Decision &
    Research Problems 02 Methods

    03 Descriptive/Exploratory
    Data Results 04
    Conclusion &
    Recommendations
    Background
    Goodthings Organics is a small business that is known for its organic, small-batch products. They

    use top-of-the-line organic ingredients and their ultimate goal is to sell useful, healthy products

    that will help solve real skin problems. Goodthings Organics products are mainly sold online with a

    few retailers in Canada, Ridgefield, CT, and North Salem, NY.


    Decision
    Problems
    1. Who are Goodthings Organics’
    “dream” customers ?

    2. Who are Goodthings Organics’


    true competitors?
    Research Problems
    ● Investigate where customers buy and/or shop for organic products including skincare

    ● Measure skincare satisfaction amongst people living in the northeast region

    ● Understand the motivation behind the purchase of organic skincare in the northeast

    ● Assess the demographic of the northeast organic skincare market

    ● Investigate the lifestyles of the existing customers that us organic skincare

    ● Investigate existing companies in the northeast region that sell organic skincare products

    ● Determine brand positioning of the organic skincare market


    Methods

    - 1-on-1 interviews with existing customers


    - Surveyed people to develop hypotheses
    - Surveyed 155 people on psychographics,
    demographics, and geographics
    - Analyzed data through SPSS/Google Forms
    Exploratory Research Results

    Consumers of skincare are Consumers are also willing


    50% in fact in search of clean ≈ 50% to buy locally if the
    and natural products products are “moisturizing”,
    similar to the ones that “hydrating”, “cruelty-free”
    Goodthings Organics sells. and “natural”.

    Skincare consumers
    55% stressed the importance of 74% Consumers primarily ages
    using eco-friendly 19-28 with active lifestyles.
    packaging.
    Descriptive Research Results:
    Demographics

    Of people surveyed Of people surveyed are


    50.3% have an annual income 51.6% between the ages of 18
    of less than $25,000 and 22

    Of people surveyed are Of people surveyed are


    67.5% 43.2% employed full-time
    female
    Descriptive Research Results:
    Attributes
    Of people surveyed
    think that
    Of people surveyed
    environmentally friendly
    54.2% would describe their 54.1% packaging is
    lifestyles as “active”
    moderately to
    extremely important

    Of people surveyed Of people surveyed


    think that product check the ingredients of
    61.9% effectiveness is an
    50.3%
    the products they are
    extremely important using
    attribute
    Descriptive Research Results:
    Buying Behavior

    Of people surveyed
    Of people surveyed
    7.1% already buy products 57.4%
    shop online
    from small businesses

    Of people surveyed
    Of people surveyed
    would pay extra money
    23.2% 23.8% would pay extra money
    for products in order to
    for products with
    support small
    organic ingredients
    businesses
    Hypotheses
    1. Consumers of organic skincare are more likely to buy the product if it is in environmentally
    friendly packaging
    2. Consumers are willing to buy other skincare products including exfoliators if they are organic
    and clean
    3. Consumers prefer to see depth in the product line from single brands

    4. Different ideas of “skincare” lead to a misunderstanding of brands


    Conclusions

    “Dream” Consumer Competitors


    Personal Care CVS
    Females Target
    18-22 Walmart
    Not Married Amazon
    No Children Sephora/Ulta
    Recommendations

    #1 Explore #2 Target #3 Expand


    New target consumers Follow demographic Create new retailer
    buying behaviors data collected relations
    BIBLIOGRAPHICAL
    REFERENCES
    ● GRAND VIEW RESEARCH (2019).
    Organic Personal Care Forecasts.
    ● COMMON THREAD COLLECTIVE (2021).
    Beauty Industry Trends.

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