Arimount Deodorant Launch: Marketing Plan & PEST Analysis
This paper presents a marketing plan for Arimount, a fictional beauty and grooming company preparing to launch an innovative five-day deodorant product. The plan outlines two core market research strategies — trend evaluation and competitive assessment — designed to identify consumer preferences and competitor positioning. It then applies a PEST analysis framework to examine the political, economic, social/cultural, and technological forces that will shape the product's market entry. Together, these components provide a structured foundation for understanding the external environment and guiding Arimount's strategy for gaining market share with its groundbreaking new product.
- Company Overview: Arimount's background and new deodorant product
- Market Research Strategies: Trend evaluation and competitive assessment approaches
- Political Factors: Regulatory and legal challenges across markets
- Economic Factors: Global economy, trade rules, and revenue risks
- Social and Cultural Factors: Consumer preferences and cultural segmentation
- Technological Factors: Social media, e-commerce, and production technology
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What makes this paper effective
- Applies a recognizable strategic framework (PEST analysis) to a concrete product scenario, giving abstract concepts practical grounding.
- Pairs two distinct market research strategies — trend evaluation and competitive assessment — with clear rationales tied to the company's specific launch goals.
- Uses the novelty of the product (five-day scent retention) to generate genuinely interesting analytical questions around consumer behavior and regulatory risk.
Key academic technique demonstrated
The paper demonstrates the use of macro-environmental frameworks — specifically PEST analysis — to systematically evaluate external forces affecting a new product launch. By moving through each dimension (political, economic, social, technological) in sequence, the writer shows how structured analysis can surface risks and opportunities that a more intuitive approach might miss.
Structure breakdown
The paper opens with a company and product overview, then establishes the market research approach before transitioning into the PEST analysis, which forms the bulk of the argument. Each PEST dimension is treated as a separate subsection, allowing focused discussion of distinct risk categories. The structure is straightforward and appropriate for an undergraduate business strategy assignment.
Company Overview
Arimount is a renowned beauty and grooming company that has been operating in the industry for approximately two decades, establishing itself as a household name. The company is now eager to launch a new deodorant product unlike anything currently available in the market. Specifically, Arimount's research and development department has created a new chemical compound that enables deodorants to remain effective for up to five days, even after the consumer showers. Arimount is focused on increasing its overall market share through the introduction of this groundbreaking product.
Market Research Strategies
The fundamental goal of market research is to find effective ways of solving consumer problems while remaining cost-effective and profitable for Arimount. Market research strategies are considered essential not only for business growth and development, but also for fostering long-term commercial success (Aders, 2015).
One of the primary market research strategies Arimount will employ is trend evaluation and assessment. By undertaking this strategy, Arimount will be able to collect and evaluate data to determine patterns and preferences in the market, and to identify opportunities the company can capitalize on (Aders, 2015). This will help Arimount understand precisely what consumers want and which direction the industry is moving.
A second strategy Arimount will use is competitive assessment. This approach will help the company determine the likely products and moves that rival businesses in the industry might make. Understanding what competitors are focusing on will reveal where the greatest opportunities for marketing growth exist (Aders, 2015).
References
Aders, A. (2015). The 4 essential research strategies in content marketing. Retrieved June 6, 2016, from http://www.inc.com/aaron-aders/the-4-essential-research-strategies-in-content-marketing.html
Black, J. S., & Gregersen, H. B. (2012). Contemporary strategy analysis. Pearson.
Grant, R. M. (2012). Contemporary strategy analysis and cases: Text and cases. Wiley Publishers.
Warner, A. (2010). Strategic analysis and choice: A structured approach. Business Expert Press.
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