1.Explain the targeting strategy being used by Everist. Describe Everist's target market and identify two bases, and the corresponding descriptors, that Ms. Jenkins and Ms. Stevenson used to segment the beauty/self care market. Explain your choice of these bases using information provided in the case

2.When buying products, consumers typically follow a series of steps known as the consumer decision-making process. Briefly describe each of these steps for a consumer considering the purchase of an Everist Waterless Shampoo. Then, explain what the company can do at each of these stages to influence the consumer. Explain two factors that could either increase or decrease a consumer's level of involvement in this particular buying scenario.

3.To ensure its long-term survival, every organization needs to grow, and the Ansoff Strategic Opportunity Matrix is an analytical tool used to generate viable growth strategies.

When Everist introduced its Waterless Body Wash Concentrate in October, which of these growth strategies was it using? Explain. Your consulting company has been hired by Ms. Jenkins and Ms. Stevenson to help grow their business in 2023. You have been asked to recommend one of the other three strategies from the Matrix (so different from the strategy used in Part A of your answer). Provide all the details of your specific proposal as well as the rationale for your choice of strategy.

4.Describe the marketing management orientation or philosophy that is guiding this company's marketing activities. Explain your choice using information from the case study. What is the value proposition being offered to the customer?

5.What is a competitive advantage? Using the information provided in the case, what type of competitive advantage do the Everist Waterless Shampoo, Conditioner and Body Wash Concentrates possess? Explain. Do you believe they have a sustainable competitive advantage? Explain why or why not.

Meet the Two Female Inventors Behind Beauty Brand Even'st, One of 2021's Best Inventions. When something doesn't exist, go ahead and create it yourself. That's the Herculean task that Jayme Jenkins and Jessica Stevenson took upon themselves when the former beauty executives asked this question back in 2019: "What does a beauty company without single-use plastic look like?\" They didn't know the answer yet, but after two years of research and development, testing, testing and retesting again and maintaining an optimistic attitude even when the going got tough they landed on the answer: Everist. Everist is a beauty brand focusing on the first patent-pending waterless concentrates for hair and body. It features three times concentrated pastes that are packed with ingredients that are good for hair and skin and activated by the water in your shower. The brand fits a whole bottle into a 100ml, travel-friendly, aluminum tube and it's got punch. As the products are three times concentrated, this is the equivalent of SOD-ml sizes of traditional shampoo and conditioner. Why is waterless key? Because traditional shampoo consists of more than 70% water. By completely removing water from its formulas, Everist's cofounders have also removed the need for added preservatives [as water feeds bacteria growth), creating cutting-edge formulas that are ultra clean, plant-based and leaving hair and skin happy and healthy. And the packaging for these products is compact which means a much smaller carbon footprint. \"It requires less packaging, so you have less waste at the end of the clay. And in our case, we make sure it's single-use, plastic free.\" The \"just add water' technology Jenkins and Stevenson created has also earned these two women a title on Time's \"Best Inventions of 2021\" list. Everist's patent-pending Waterless Shampoo Concentrate and Waterless Conditioner Concentrate were featured on the prestigious list in the beauty category among only three other brands quite an admirable feat. And Everist is just getting started. In April the brand became Climate Neutral Certied Carbon Neutral, in May they became available at Credo Beauty (debuting as number two haircare brand] Credo Beauty is the ultimate testament to Everist's sustainability promise as a brand who walks the talk, as it sets the clean beauty standard and in July the brand became available at Well.ca and sold out during launch. When it comes to Everist's formulation, the proof is very much in the paste. Jenkins, CBO at Everist, and Stevenson, CEO, were inspired by the emerging trend of water-activated tablets in home-care items and decided to apply the concept to hair care, to start. Here's how it works: Everist's shampoo and conditioner come in a paste format that turns into a foamy lather and serum-like conditioner when activated by water. Its paste-like formula moisturizes with aloe vera and vegetable glycerin, while strengthening strands with amla oil and increasing scalp circulation with peppermint oil. Thanks to the positive reviews for its impact, performance and fragrance, Everist added a patent-pending waterless body wash, Waterless Body Wash Concentrate to its lineup in October, along with a Compostable Konjac Sponge. All three concentrates are line price at $28 Canadian per tube. While Everist is making an impact, the cofounders of the brand are not claiming to be perfect. That is exactly why they refer to themselves and the community they've created, "Imperfect environmentalists." "We don'tneed a hundred people doing zero-waste perfectly we need millions of people trying to be better, however they can be," .lenkins asserts. As for scaling this mountain of a task, here's the thinking behind the brand name, Everist: "How do you come up with a name that isn't green or isn't necessarily eco, which sounds open? Everist is the name of our customer it's someone who thinks about their forever impact when they make purchase decisions,\" .lenkins explains. \"So that's what an 'ever-ist' is to us. There's so much doom and gloom out there right now in the climate space, so we want to provide that feel-good element. It's about bringing people in wherever they are on their ecojourney." Stevenson adds: "There's definitely the mountain connotation, but it's also about the customer who wants to make small changes in their daily lives that add up the big impact.\" Every element of the bra nd's packaging is intentional: the colorway and branding are gender inclusive [Everist has been featured in men's magazines as a great gym shampoo}, and the tubes are 99.7% pure aluminum and innitely recyclable. Each tube comes with a metal key to get every bit of paste out of the tube. There's also a \"cap back" program, where users can send back the plastic caps in the cotton bag provided in the package, once it's full. Although technically recyclable PET plastic, Everist's cofounders know that plastic often ends up in the trash. To ensure they get a second life, the brand takes them back to be upcycled into future Everist products. Stevenson asserts: "We want to build the company of the future. And obviously, we're not going to be perfect. We know that. But simply embracing that and being open minded and growing we're excited for the future.\" As far as Everist is concerned: the future of clean beauty is bright