Startup as Diploma: Market Analysis, Marketing Planning and Evaluation Aimed at Launching and Conceptualizing a Digital Product Designed to Help Customers Discover Fragrances

Student: Karbasnikova Anastasiya

Educational Programme: Digital Product Management (Master)

Year of Graduation: 2024

The work is centered on conceptualizing a digital product with the objective of enhancing the user experience associated with the selection and purchase of perfumes. The project delineated the stages of the design thinking methodology, evaluated the efficacy of the project, identified the target market, developed user stories, and established the overarching architecture of the application. Additionally, a digital business product management model was created and prototype testing iterations were conducted. Chapter two is devoted to the investigation of perfume segments within the broader beauty market and the formulation of a marketing strategy.

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