Case Study of the Week: Promoting a Private Label Skincare Line

Aug 19, 2024

Marketing Communications

You are to assume the role of the marketing communications manager for Dollar House, a discount variety store chain with over 5,000 locations. The director of marketing wants you to create a digital marketing campaign announcing the company’s private label skin care line.

Dollar House has the most locations and the highest sales of any dollar type store. The chain sells a wide variety of merchandise, both name brand and private label. Shoppers tend to be primarily female, aged 35-59 and value conscious. Dollar House also has many locations that are in rural areas that are considered to be food deserts. The chain carries a small assortment of produce, meats and dairy in these locations.

Executives at Dollar House are excited to announce a new private label collection of skincare products for men and for women. The new line of products is called Purified and features a range of cleansers, serums, masks, moisturizers and lotions. Purified is designed to offer a luxury skincare experience at an accessible price point. Prices of items in the line range from $4-$7.

The director of marketing wants you to use social media to announce the new Purified line. The director of marketing wants to ensure that Dollar House customers and other value-conscious shoppers that do not frequent the chain are informed of the new line.

Questions?

Randi Bibiano
Competitive Events Specialist
[email protected]

Randi Bibiano is DECA's competitive events specialist. In this role, she conceptualizes and authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also manages DECA's online competitive events and serves as a liaison to volunteer efforts at DECA's educational conferences.

Discussion Questions

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Classroom Connection

Career CLuster:

Marketing

Instructional Area(s):

Promotion

Performance Indicators:

Explain the use of social media for digital marketing
Write content for use in social media
Explain the concept of marketing strategies
Discuss the nature of digital marketing