To Be or not to be gay-friendly: The Case of Beauty Factor

Authors

DOI:

https://doi.org/10.13058/raep.2018.v19n2.793

Keywords:

Marketing Management, Market Segmentation, Communication Strategies, Homosexual Segment

Abstract

The present teaching case aims to provide students with the experience of situations relevant to the market context, based on the analysis of Beauty Factor, a cosmetics company that produces and sells beauty products. The company respects diversity and human dignity. The company, which is among the market leaders in the country, seeks to reach different segments through new investments in marketing and advertising. For this reason, the Marketing team, under the supervision of Maria Fernanda Coutinho, hired a business consultant, Cristina Albuquerque, to develop market strategies focused on homosexual consumers. Aiming this, the consultant and the company face a dilemma: What is the best way to advertise the product for the homosexual segment without disregarding the interests of the segments served by the company so far? As a teaching tool, the case was developed for use in undergraduate and postgraduate courses in Business Administration, Marketing and Advertising. The debate includes topics such as marketing strategies, market segmentation and advertising, to be discussed in the disciplines of Marketing Management, Marketing Segmentation, Strategies of Marketing Communication and Market Segmentation.

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Author Biographies

Estela Maria Hoffmann, Universidade do Vale do Itajaí, Biguaçu, SC

Doutoranda em Administração pela UNIVALI.

Áreas de interesse em pesquisa: Marketing; Comportamento do Consumidor; Estratégias em Marketing; Comunicação.


Maria José Barbosa de Souza, Universidade do Vale do Itajaí, Biguaçu, SC

Doutora em Ciências da Comunicação pela USP/ECA.

Áreas de interesse em pesquisa: Marketing; Comportamento do Consumidor; Responsabilidade Social.


Ana Paula Kieling, Universidade do Vale do Itajaí, Biguaçu, SC

Doutoranda em Administração pela UNIVALI.

Áreas de interesse em pesquisa: Marketing; Comportamento do Consumidor..


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Published

2018-05-01

How to Cite

Hoffmann, E. M., Barbosa de Souza, M. J., & Kieling, A. P. (2018). To Be or not to be gay-friendly: The Case of Beauty Factor. Administração: Ensino E Pesquisa, 19(2), 381–412. https://doi.org/10.13058/raep.2018.v19n2.793

Issue

Vol. 19 No. 2 (2018): May-August

Section

Teaching Cases

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