Preview

Cosmetic marketing

Powerful Essays
Open Document
Open Document
6126 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Cosmetic marketing
I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N :

M A C C O S M E T I C S

Prepared for:
David Marskell
Prepared by:J Martin, S Clark, B Robins, N Hall-Brodie, N Arshad & K SlatteryDate:December 3, 2012Course Code:MKT 2250
Table of Contents

Market Background 1

Market Analysis 1

External Influences on the Market 1

Economic Trends 1

Demographic Trends 2

Social Trends 2
Technology 3

Consumer Data 3

Competitive Analysis 3

L’Oréal 4

Revlon 4
Brand Analysis 4

SWOT Analysis 5

Brand Strengths 5
Brand Weaknesses 5

Marketing Opportunities 5

Threats 6

Marketing Communications Plan 6

Target Market 6

Primary Target 6

Secondary Target 7
Marketing Objectives 7

Marketing Communications Goal (Challenge) 7

Marketing Communications Objectives 8

Marketing Communications Strategy 8

Budget 8

Positioning Strategy Statement 8
Marketing Communications Mix 8

Advertising 8

Event Marketing 9
Public Relations 9

Experiential Marketing 9

Online & Interactive Communications 9

Advertising Plan—Creative 9
Creative Objectives 9

Creative Strategy 9
Creative Execution 10
Advertising Plan—Media 11

Budget 11
Media Objectives 11

Media Strategy 12

Media Selection Rationale 13

Online & Interactive Plan 15

Objectives 15

Strategy 15
Execution 15
Event Marketing Plan 16

Objectives 16
Strategy 16

Execution 16

Public Relations 18

Objectives 18

Strategy 18

Execution 18

Experiential Marketing 19
Objectives 19
Strategy 19

Execution 19
Marketing Communications Expenditures 20

References 23

Market Background

Market Analysis

The cosmetic and beauty industry is a competitive market with four classifications. Prestige counts as the department stores and specialty stores in which beauty products are sold. The Bay, Macy’s, Sephora and MAC fall under the prestige classification. Mass merchandisers are classified as broad.


References: Arruda, A. Personal communication, email: andrea.arruda@shawmedia.ca, November 29, 2012. Business Leaders - Forbes.com. Retrieved November 21, 2012, from http://www.forbes.com/2006/02/08/best-selling-cosmetics_cx_me_0209feat_ls.html Carrillo, S Find Industry reports, Company profiles and Market Statistics. Retrieved November 27, 2012, from http://www.reportlinker.com/ci02147/Make-Up.html Cosmetics Manufacturing Sample Business Plan - Market Analysis - Bplans Elle Magazine. (2012). Media Kit. Retrieved from http://www.ellemediakit.com/r5/showkiosk.asp?listing_id=4165184 Elle Magazine Lennard, C. (2011, August 1). Global beauty industry trends 2011. Retrieved from http://www.skininc.com/spabusiness/trends/126516783.html?page=2 L 'Oréal : cosmetics, beauty, perfumes MAC Cosmetics | Employment. (n.d.). M·A·C Cosmetics | Home Page. Retrieved November 19, 2012, from http://www.maccosmetics.com/cms/customer_service/employment.tmpl Orecchio, M November 30, 2012. Pitman, S. (2011, April 4). Companies must embrace technology to maintain competitive edge. Retrieved from http://www.cosmeticsdesign.com/Market-Trends/Companies-must-embrace-technology-to-maintain-competitive-edge Rand, H Revlon - Home. (n.d.). Revlon. Retrieved November 21, 2012, from http://www.revlon.ca/Home.aspx Rogers Sephora: About us. (2012). Retrieved from http://www.sephora.com/contentStore/mediaContentTemplate.jsp?mediaId =10800104 Smith, R
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Summary Of Biiracial And Also Black By Martha S. Jones
    • 224 Words
    • 1 Page

    Summary Of Biiracial And Also Black By Martha S. Jones

    In the article “Biracial, and also black” by Martha S. Jones, is a magnificent representation of the one-drop rule by F.James Davis. One can make the connection that fairly or unfairly the one-drop rule is enforced on any person if at least one of their parents has an African background. Professor Martha Jones demonstrates how she has a white German mother, and a black father, but her mother is disregarded when people identifies her race. So she is compelled to identify as black. Professor Jones also utters how, although she is perfectly fine with identifying as black, she challenges the concept.…

    • 224 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Why Chain of Command Is Important
    • 428 Words
    • 2 Pages

    Why Chain of Command Is Important

    The United States Army has a very distinct structure to maximize the efficiency of the command and control of soldiers, this structure is called the Chain of Command. The rank structure was created in the 1700’s when the military became a structured element and when away from being a militia with no structure at all. Rank was established to officially appoint someone to give orders to soldiers; also to teach the newer enlisted soldiers respect. If there was no rank structure in the military there would be no organization or discipline in the army. The discipline and order that the United States ARMY has is what makes us the strongest army in the world. When a new recruit goes through basic training the rank structure and chain of command is constantly being drilled into their minds; as well as how to properly utilize the chain. As a new private in basic some soldiers are appointed into student leadership positions to help them understand how hard it is to run a squad or platoon sized element and to show them how much harder it is without the proper use of the chain of command. The soldiers quickly learn that one person can be in charge of a platoon but it is very difficult to handle and control every single individual soldier and their issues. The student leaders learn that the military cannot efficiently function without the chain of command and the use of delegation.…

    • 428 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Hong Kong Disneyland When Big Business Meets Feng Shui Superstition And Numerology 1
    • 2610 Words
    • 17 Pages

    Hong Kong Disneyland When Big Business Meets Feng Shui Superstition And Numerology 1

    E N V I R O N M E N TA L A N A LY S I S O F I N T E R N AT I O N A L M A R K E T S…

    • 2610 Words
    • 17 Pages
    Best Essays
    Read More
  • Satisfactory Essays

    African Americans During The Reconstruction Period
    • 232 Words
    • 1 Page

    African Americans During The Reconstruction Period

    During the enslaved period most of the African American families were broken apart. But Bobbie that was small compared to them being enslaved and held against their will and treated like animals or worst. True enough the reconstruction period played a major role in the freeing of the enslaved African Americans and ensuring equality for the freedmen throughout the country. It was also a mark in history along with the emancipation for African Americans as a breakthrough to rebuilding society economically and socially.…

    • 232 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Powerful Essays

    Caring For Health And Social Care Case Study
    • 102565 Words
    • 411 Pages

    Caring For Health And Social Care Case Study

    C h i l d a b u s e : P a r e n t a l m e n t a l i l l n e s s , l e a r n i n g d i s a b i l i t y,…

    • 102565 Words
    • 411 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    All Eyes On You Secretively-Spy Camera Marketing Strategy
    • 7230 Words
    • 29 Pages

    All Eyes On You Secretively-Spy Camera Marketing Strategy

    Profit targets are a million dollars net by end year four, most of which will be reinvested into extending the product through-out the United States, then globally. A Market plan will be presented by year 3 of operations for extending globally into Asia, Latin America and Africa.…

    • 7230 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    AQR Case
    • 3166 Words
    • 13 Pages

    AQR Case

    a r e p u r c h a s i n g f u n d s w i t h t h e a s s i s t a n c e o f f i n a n c i a l a d v i s o r s . T h e l a t t e r, t h e F i n a n c i a l C h a n n e l ,…

    • 3166 Words
    • 13 Pages
    Powerful Essays
    Read More
  • Good Essays

    Marketing and Advertising in Beauty Industry
    • 963 Words
    • 4 Pages

    Marketing and Advertising in Beauty Industry

    Boatright, J. R. (2009). Ethics and the conduct of business. Upper Saddle River: Prentice Hall.…

    • 963 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Advertising Cosmetics Critical Analysis
    • 1043 Words
    • 5 Pages

    Advertising Cosmetics Critical Analysis

    While working at John Bull during the Christmas break I learned a lot about what women bought. Surprisingly, it was never the fancy bags or watches nor the extravagant perfumes but the makeup items were very popular. I guessed that there must have been a correlation between the many cosmetic company’s ads that were displayed on the walls outside the building and the sale of the products. The ads made various women feel as if these products will make them prettier, more attractive and young looking; it catered to their insecurities and encouraged many to patronize the business. Cosmetic ads flourish through our society and are known as great business promoters because they are guaranteed to attract customers. Nowadays, magazine ads appeal to human emotions and use attention grabbers to promote a company’s product however many lack basic information needed to finalize a sale. In this critical analysis I will discuss three makeup advertisements from different magazines.…

    • 1043 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Web Development
    • 5743 Words
    • 23 Pages

    Web Development

    T H E P R O J E C T: I n t ro d u c t i o n…

    • 5743 Words
    • 23 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Viral Marketing
    • 2780 Words
    • 12 Pages

    Viral Marketing

    W H I T E PA P E R : V I R A L M A R K E T I N G…

    • 2780 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Unions and Management
    • 15236 Words
    • 61 Pages

    Unions and Management

    j o u r n a l h o m e p a g e : w w w. e l s ev i e r. c o m / l o c a t e / h u m r e s…

    • 15236 Words
    • 61 Pages
    Powerful Essays
    Read More
  • Good Essays

    Krispy Kreme Marketing Plan
    • 4283 Words
    • 18 Pages

    Krispy Kreme Marketing Plan

    In this strategic marketing plan, the business plan of Krispy Kreme to gain the sale goals is outlined in terms of the strategies, tactics and programs.…

    • 4283 Words
    • 18 Pages
    Good Essays
    Read More
  • Powerful Essays

    Kfc vs Mcdonald's in Shanghai
    • 2496 Words
    • 10 Pages

    Kfc vs Mcdonald's in Shanghai

    The fast-food market in Shanghai has become very competitive with the existence of both Western and Chinese cuisine oriented restaurants. KFC and McDonald’s are the top two most popular western fast-food brands among many other restaurants, including some domestic brands of Chinese fast-food which copied the Western service model. Consumers in Shanghai are giving importance to food, service, environment, price, convenience, brand and promotion in evaluating fast-food restaurants. There are some similarities and differences between KFC and McDonald’s in Shanghai, which are highlighted through this case study. New product development, clean environment, innovative entertainment facilities, efficient service, competitive pricing, promotional activities and demand fluctuations are some of the comparison criteria’s taken into consideration. The consumers range from all age group from children to older people with mainly a high percentage in young adults. Each of the target consumer group has their preferences and behaviors, which need to be analyzed and paid attention to accordingly. In order for future developments, KFC and McDonald’s have to plan to maximize the volume of customers and eventually increase their profits.…

    • 2496 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Good Essays

    Cosmetics and Makeup
    • 1359 Words
    • 6 Pages

    Cosmetics and Makeup

    Makeup has been around for thousands and thousands of years. The use of makeup has evolved from the Egyptians, to the Romans, to Europeans, and so on until presently. From the very first dynasty of Egypt, women would use unguent that hydrated the skin and helped avoid wrinkles. Roman women used kohl make their eyelashes and eyelids darker. In the European Middle Ages, Women believed that acquiring their skin pale white would show a sign of wealth. Women used lead paint to make the face look bright during the Italian renaissance despite the harmful effects. Makeup was never seen as a good indication of health in these times. Other countries were appalled with the unnecessary overuse of makeup French women used and thought of as they had something to hide. Women have experimented numerous ways for beauty and many of them have been extremely dangerous to their health, such as using lead or mercury, nitric acid, kohl, tar, and more (Tillery,2004). Since the very first use of makeup women always have been expected to look flawless. Women who wear makeup get more out of life than women who do not, such as male attraction, better employment, and better health.…

    • 1359 Words
    • 6 Pages
    Good Essays
    Read More

Related Topics