1. Chapter 8 discusses categories of new product defined according to their degree of newness to the company and customers in the target market. Based on Exhibit 8.4, how would you categorize Huemen Male Cosmetics? What is their primary marketing objective?

2. How would you describe Huemens market opportunity? In formulating your response think about defining the problem they are trying to solve, Huemens solution to the problem and who experiences the problem most acutely.

3. Is it the right time for a male beauty brand? Briefly discuss the role of (evolving) societal norms and stigmas regarding masculinity in creating and defining Huemens market opportunity.

4. Which target market should Huemen choose? Why?