Marketing Strategy in Cosmetic Industry A Comparative Study between Benefit Cosmetics and Revlon
a) Best Process for Product Mapping and Analysis
In accordance of (Tebogo, 2010) the product mapping and product analysis are very much important for the marketing strategy used by cosmetics companies for the advertisement and engagement of their product. Therefore, the SWOT and PESTEL analysis for the products is very relevant in this regard for these two companies Benefit Cosmetics and Revlon. The companies can be aware of their products and their positions with respect to other substitutes available in the market after the product mapping and analysis (Bertelsen, 2012).
SWOT Analysis is referred to the analysis of the strategic environment of a business to scan the internal and external environment of the company as a part of the strategic planning process of a company (Barnes, 2015). The internal environmental factors are Strengths (S) and weaknesses (W) of the company and the external factors refer to the Opportunities (O) and Threats (T).A company developing its internal strengths should abolish the internal weaknesses and grab the opportunities to develop the business coming from the external sources of the business fighting with the threats for the company (Ahmad, 2013). A company should construct a SWOT Matrix to take into account the strategies developed and followed by the company in the following way:
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S-O Strategies: The S-O strategies explain about theopportunities to develop the strength of the company are considered in S-O Strategies.
W-O Strategies: A Company should pursue those opportunities which can overcome the weaknesses of the company.
S-T Strategies: In these strategies the methods to utilise the strengths are clarified so that the threats of a company can be reduced.
W-T Strategies: A company has to establish a defensive plan which can prevent the threats to a company that can be the weaknesses of a company.
Now the SWOT for Benefit Cosmetics and Revlon is going to be analysed.
SWOT Analysis of Revlon
Strengths: The strengths of Revlon are –
1. Revlon is an experienced cosmetics company in the UK market for 75 years.
2. Revlon is very popular among the women.
3. The main focus area of Revlon is development of the product despite of several constraints in the business.
4. Revlon has a strong research and development section.
5. Revlon also supports the health programs arranged for women with some ethical supports.
6. Revlon maintains a very active and efficient distribution channel which acts very positively to increase sales.
Weaknesses: The weaknesses of the company are –
1. The financial position of Revlon is so weak due to heavy debt and losses in the market.
2. The Company is reducing the trust of the employees due to rapid cut in employment.
3. The performances of the employees are hampered because of the continuous changes in organisational structure.
4. Most of the marketing strategies of Revlon are very weak to reach to the targeted market segments.
Opportunities: The following opportunities are available to the company.
1. Revlon can act as a joint ventures or partnerships in the industry to face the financial issues.
2. Revlon has the opportunity to utilise all the available product promotion methods to boost up the total sales of the company.
3. Revlon should develop products for the male segments of the market too for the expansion of the business.
Threats: The threats faced by the company are –
1. Revlon faces an intense competition in the industry.
2. Revlon use to fail to develop new products adjusting with the market demand which changes due to rapid changes in fashion for the insufficient financial assistance
3. Through Revlon utilises online selling opportunity, but it never cares about online assistance to the customers developing online relationships.
4. The instable condition of the government of UK is also a big threat to the company.
5. The focus towards the women section of the people only also acts as a threat because the substitute products of the rival companies have started to grab the men section already.
SWOT Analysis of Benefit Cosmetics
According to (Freeswotanalysis.com, 2015) the SWOT analysis of Benefit Cosmetics helps to create a successful marketing for the company and it also provide the information the standing of the brand of company in the market.
1. The product quality of the company is high.
2. Some products of the company have built goodwill for the company winning awards.
3. The branding of the products is quirky and original.
4. The products of Benefit cosmetics are popular among the make-up artists.
5. The online presence of the company is very strong.
1. The product prices are 20% high on an average than the other substitutes of the rival companies.
2. The products of Benefit Cosmetics are very easy to copy to its competitors in the market.
1. The company plays a good role in sponsorship to the bloggers which a very popular marketing strategy
2. The company has products in men’s beauty line.
3. This company also targets the older age group of UK.
4. The company has recently diversified in the Nail industry.
1. The economiccondition of UK acts as a threat to the company.
2. The home brands are the other threats to the company.
3. The rival firms are capable to produce similar products at a cheaper rate.
b) P Model of Marketing for Marketing Analysis
Marketing in a cosmetic company is a continuous change of strategy as such that any cosmetic company stands very much being the competition if they don’t change their way of marketing (Businesswire.com, 2010). It is not a universal rule to follow like carbon copy but it is a continuously changing process while the base is the same. Many researchers in this field add new dimensions which are still helping modern-day marketing. A popular example of this is a change of marketing mixfrom some decade which is now accepted globally even by the cosmetic companies that a more developed 7P’s gives an essential cover of necessary marketing mix with some researchers and theorists as they do deep research (Lehman & Wickham, 2014).
Before proceed through what is the Marketing Mix, the original 4P’s gives an additional fundamental to marketing mix with some theorists as they do deep research on marketing.
Before proceed through what is marketing mix is, the original 4P’s principle is discussed here.
The4P’s Marketing Mix
According to Harrigan & Hulbert (2011), Marketing mix is helpful to the marketing perspective of a cosmetic industry where to get the best possible return of money. There are 4P’s have been associated with the cosmetic marketing mix. The theory is made by great market researcher E. Jerome McCarthy in 1960.
The 4P’s Marketing Mix:
PRODUCT- The cosmetic product should meet with the need of consumers demand. (Malhotra, 2010). It should be what the consumers are buying that particular cosmetic product.
PLACE- The cosmetic product should be available at comfortable reach of targeted people. This can be street, shopping mall or via e-commerce.
PRICE- The product should always reflect good value for money. It is neither too cheap or overprice. It has been found that people are generally willing to pay extra if they find little extra benefit. For example it is better to find dark patch removal with fair complexion making cream.
PROMOTION- It is a method of telling people the benefit of certain cosmetic product. Using TV stars or giving emotional or funny advertisement etc. can be used for this purpose (Miles, 2007).
In the late 70’s the need of updating Marketing Mix are acknowledge by researcher of marketing. For this Booms &Bitner add 3 more P’s to old 4P’s theory to determine and yield good return of profit in cosmetic industry (Young & Aitken, 2007). Now products that are services and not just physical things are also included in marketing.
The Extended 7P’s
PEOPLE- Only right people can deliver and offer right service in the cosmetic industry. To develop product marketing, giving demonstration etc. there are need of right people in this industry.
PROCESS- Smooth process delivers the right result. Process of cosmetic product should be effective and efficient of marketing. In these cosmetic industries generally the marketing budget is a big part of spending money (Semon, 2013). So, it is good to be efficient here.
PHYSICAL EVIDENCE- Every time whether it is even via online seedling there should some physical evidence like demonstration in .pdf or .jpg file. They give description of the product.
From 1980 the new 7P’s theory have been started to teach instead to the old 4P model of marketing (Semon, 2013). As the marketing strategy is changing like direct or sell from shop to selling online via e-commerce the total marketing strategy is changing according to it. To get adopt with changing environment it is needed to make change in strategy and to add new P’s. From this concept the 8P’s has been generated by the new marketing researcher.
Is there an 8th P?
According to the researcher, there are 8P’s is Productivity and Quality. According to some critics it has been come from originally the 7P’s and it is just deep inside looking which causes and extra 8P’s.(McDonald & Mouncey, 2011)
The New 8th P of the Marketing Mix:
Productivity and Quality of Product - Productive and Quality are referred to the fact how the product or service can benefit with the customer. The product should stand firmly with the validity of paying price. The customer should pay at the proportion of increasing quality of cosmetic product. The product marketing ethics should be maintained by this.
Even after 31 years since it is made (54 years for the old 4P’s) the marketing mix is useful for every person who are associated with consumer business whether it is small or big at every moment (Tracy, 2004). A good marketer should learn to adapt with changing environment model.
c) Comparative Analysis between two Cosmetic Companies
A comparative study is going to be prepared in this following analysis on the basis of two Cosmetic Companies – Benefit Cosmetics and Revlon and some different types of cosmetic products of these two companies are chosen for this purpose. According to the consideration of the researcher Benefit Cosmetics is the Competitor A and Revlon is the competitor B. Some common dimensions of a product like, price of the product, quality of the product which can affect different parts of the marketing strategy like, promotional activities, placement of strategic planning etc. are considered in this comparative analysis between these two well established companies of cosmetic manufacturing industry. Four types of cosmetic products, Face Wash, Whitening Cream, Sun Block Cream and Moisturizer are chosen for this analysis. The details of the products of the respective companies are given in the following table – 2.
Foamingly Clean Facial Wash
Revlon Pure Skin™ Foam Wash
It’s potent! Eye cream
Revlon Touch and Glow Advanced Fairness Cream
Sun Block Cream
Revlon Sun Block
Total Moisture Facial Cream
Revlon Pure Skin™ Oil-free Moisture Lotion
1) Comparison on product quality
Product 1: Facial Wash
A market research is done on the customer review regarding the quality of the both products. Most of the customers have preferred Revlon Pure Skin™ Foam Wash morethan the face wash product of Benefit Cosmetics. This method of customer review is chosen to make the comparison on the quality of the products because the best possible feedback regarding the quality of a product can be received from the users only (Ioannides, 2010).
Product 2: Whitening Cream
A particular market segment of UK is chosen to get the feedback regarding the quality of the product. The process of demographic market segmentation is chosen by the researcher in case of this product and a typical factor, skin colour, is used for this purpose. It is often seen that the persons with relatively dark skin use the whitening cream. As a result of this finding this can be concluded that the product of Benefit Cosmetics is more popular than product of Revlon.
Product 3: Sun Block Cream
Most of the customers of these beauty products are ladies who stay outside of the house in the sun for all day long. Therefore, the researcher has chosen the working ladies outside of their house to know regarding these two brands of the product. The feedbacks about both of these two brands are really very appreciable and so it was very tough for the researcher to give priority to one brand (Hsu, 2011).
Product 4: Moisturizer
This cosmetic is used by the customers to prevent the dryness of their skin (Denholm-Hall, 2015). Therefore, a market survey was conducted on the basis of these skin criteria of the users of moisturizer of these two companies. Most of the users prefer Total Moisture Facial Creamthan the other product of comparison.
2) Comparison on Product Pricing
Product 1: Facial Wash
The profit condition for this product is not good for Benefit Cosmetics because the price of the product is very high and this high price of the product results into the lower level of sale as well as revenue. The Revlon is in a better condition relative to Benefit Cosmetics in this regard because the price is stable for the product which leads to the rise in demand. This product is showing an increasing trend of income with a rise in sales to the increasing new customers.
Product 2: Whitening Cream
It’s potent! Eye cream has shown the company an increasing trend of profit with the rise in the volume of sales. This also affects the pricing of the product and the company is able to cut the price of the product down. On the other hand Revlon has to restructure the pricing of the product to encourage the customers to buy the product so that more and more sales of the product can be generated. This strategy can able the company to recover from this loss incurring situation (Alam, 2006).
Product 3: Sun Block Cream
The over capacity of Benefit Cosmetics to produce its sun block cream, Dream screen, forces the company to increase the price cutting rate of the product. This situation regarding the production of sun block cream results into the profit erosion of the company. The price framework used by Revlon for its product on sun block cream is worse than that of Benefit Cosmetics. The effect of the pricing of suns cream of Revlon can be seen on the lower growth rates of sales and profit.
Product 4: Moisturizer
The price structure used by Benefits Cosmetics is very stable for Total Moisture Facial Cream, the moisturizer cream of the company and because of the trust and customer loyalty this company is well-established in the business of this product. The can make a healthy profit in the business of this cream (Vizard, 2014). On the other hand, Revlon has achieved a satisfied popularity in the market for its Moisturizer Cream, Revlon Pure Skin™ Oil-free Moisture Lotion. Therefore, the company is not so much worried regarding the price structure of this product as well as the sales of the product. A slowdown rate of the sales of Moisturizer Cream is accepted by the company (Alam, 2006).
3) Comparison on Promotional Activities
Product 1: Facial Wash
The distribution channel which refers to the network involving the organization and the customers to get the product should be improved by Benefit Cosmetics in case of its face wash product to develop a better promotional activity (Hair, 2008). The price structure of Revlon Pure Skin™ Foam Wash, the facial wash product of Revlon is stable and the quality of the product is also well accepted in the market. Therefore, a costly and critical promotional activity is not required for the facial wash of Revlon.
Product 2: Whitening Cream
The growth rate in the business of Whitening Cream of Benefit Cosmetics is the outcome of the promotional activity of which the costs are spread over the total volume of sales of the company. The influence of promotional activities is also seen in the fall in price and large scale of production of the whitening cream (Hair, 2008). Revlon has to incur a huge amount of cost for promotional purpose because of the existence low sales growth rate and loss in the business of its whitening cream, Revlon Touch and Glow Advanced Fairness Cream.
Product 3: Sun Block Cream
The poor performance of Benefit Cosmetics in the business of Sun Block Cream, Dream screen, is the result of reduction in promotional budget of the company. Therefore, the company should take care of its promotional activities (Krishnakumar, 2014). Analysing the quality and the price structure of Revlon Sun Block, the suns cream of Revlon it can be recommended that the promotional activities ofRevlonshould be improved and applied strategically.
Product 4: Moisturizer
The position of both of these two companies, Benefit Cosmetics and Revlon in the market of Moisturizer is very appreciable. But the necessity of growth in the industry is very essential for each company and the promotional activities of the company help a lot for the growth of the company in future (Paley, 2007).
4) Comparison on Placement of Strategies
Product 1: Facial Wash
Both of these two companies, Benefit Cosmetics and Revlon, have taken a modern marketing strategy for their facial wash products (Paley, 2007). Both of them started the online marketing for their products. They have started to know their customers through a small review regarding the product in the social networking sites.
Product 2: Whitening Cream
The strategies of Benefit Cosmetics are applied on the basis of some particular objectives in the market. Benefit Cosmetics has the objective to raise the total sale of the product and this objective is successfully achieved by the company. On the other hand the Revlon has to employ their strategy to turn back from the loss incurring situation of the company to a marginal profit earning condition for its whitening cream, Revlon Touch and Glow Advanced Fairness Cream (Park, 2014).
Product 3: Sun Block Cream
The marketing mix strategy is applied by Benefit Cosmetics in the business of Sun Block Cream, Dream screen because the company has to control multiple issues like over capacity, increase in price cut, erosion of profit, reduction in quantity production etc. (Miracle, 2015). The strategies of Revlon have been employed to recover the low growth rate of sales and to maintain the level of profit.
Product 4: Moisturizer
The success of the strategies taken by the companies, Benefit Cosmetics and Revlon basically depends on the process of implementation of the strategies (Kahn, 2011). Both companies have implemented the strategies for their Moisturizer product very efficiently and for this reason these two companies are very successful in the business of Moisturizer.
d) Possible disagreement between the company and the channel distribution in Benefit Cosmetics
Explanation of Channel Distribution
The network, made between the customers and the organisations for business purpose, is known as the distribution channel. The network is basically used for marketing of a product of the company and for this reason distribution channel is also known as marketing channels or marketing distribution channels (Riley, J. (2015). Starting from the production a product passes through a chain developed by some intermediaries to reach at the end where the customers buy the product for final consumption and these intermediaries are wholesalers, distributors and retailers. The modern structure of channel distribution also includes the internet, e-commerce, websites etc. in this chain of intermediaries (Training delivers for Distribution Company, 2010). Other intermediaries of this channel distribution are the catalogue sellers, direct sellers and consultants who sale the product through phone calls, e-mails, messages etc. The distribution channels play important role as a part of the whole marketing strategy to influence the buyer directly about a product. According to Interplastic set to buy Mahogany Distribution Company (2006), the economic, demographic and psychographic disparities among the buyers are also appealed in the advertising and other marketing strategies which are related to distribution channel.
Channel Distribution and Marketing
The best promotional activity and marketing strategy always prevent the product to be sold or distributed in the wrong market where the demand for the product is very low. Now the case study on the marketing and distribution of the suns cream of Benefits Cosmetics can be considered. The market segment of in-house workers and housewives of UK is totally inappropriate for the marketing and distribution of the suns cream of Benefit Cosmetics. The company has to be sure about the destination of the products, i. e., an appropriate customer for the product. The selection of appropriate customer is also very important in the whole channel distribution because wrong customer can affect the goodwill and the customer loyalty for a product of the company (Pedrosa et al, 2014).
The channel distribution used by this company is depicted in the following diagram. There are mainly four end points of the channel diagram. These are – Retailer, Major Chain, Factory Outlet and Direct Marketing. The product of the company can reach from these points to the customers directly.
Selection of best Distribution Channel
Benefit Cosmetics should be aware of the choice of the customers of different sections and to cope up with the whole market the company has to apply the strategy of product differentiation with an appropriate distribution channels. It will be better for the company if different product groups can be built within the company considering all the sections of the market segmentation (Argenti, 2013). Once the company can determine this then it will be very easy for the company to figure out the appropriate marketing strategy and the best possible distribution channel. The market data on potential sale, price per product, the cost of distribution etc. can be used for this purpose (Haghighinasab, 2013). Therefore, the disagreement between the company and the channel distribution can be solved.
e) Factors Affecting the Disagreement between the Channel Members and the Company
The factors affecting the disagreement between the Channel Members and the two Companies in Cosmetic Industry, Benefit Cosmetics and Revlon are going to be recognised in this section (Jaydeep, 2015). The most important five factors are going to be discussed in this section.
Factors Related to Products
The prime factor in channel section is the product and the factors related to products are most relevant and powerful to affect the disagreement between channel members and the companies (Chen & Xie, 2005). The perishable products should be considered in this case because these products and marketed and consumed also immediately after the production and for this reason the distribution channel should be short for such kind of products. Therefore, the durability and the quality of the product to resist in the market can affect the disagreement.
Besides this the technical aspects, the risk factor related to the products, the complexity factor to use the product, the divisibility nature of a product, the size of the product, the price structure of the product and the legal aspect related to a product can also affect the disagreement (Stahl, 2011).
Factors Related to Company
The choice of marketing channel is directly affected by the internal situations of a company. The factors related to a company is analysed by the management of the company to decide the best fit channels (Nmegbu & Ogwo, 2013). The financial position of the company, the product mix of the company, the desire of the company to control the market situation, the experience of the management, the facilities and staff related to the company and the past experience of the company about the market condition should be considered in the factors related to the company (Argenti, 2013). The purpose of the financially weak companies to share the resources and the expertise of channel members will be fulfilled if the companies opt for indirect channels.
Factors Related to Middlemen
There are several middlemen while the company is deciding on the channels. A company can raise the level of profit using the good reputation of the middlemen and their creditworthiness and for this reason the companies want to involve the middlemen in their distribution activities (Krstic & Becic, 2011). The involvement of the middlemen also depends on their positive activities and the quality of services offered by them to the company. The financial capability of the middlemen which is restricted by the terms and conditions of both the middlemen and the company is a major factor to determine the willingness of the company to involve the middlemen (Lipson, 2006).
One of the crucial factors in the channel section is market. It is quite affordable for a company for the management of the setup of distribution in case of concentrated market and more specifically this concentration will be effective in case of geographical concentration (Lipson, 2006). The indirect channels in the market can be used by the companies to meet the huge demand of the market in the peak periods. The disagreement between the channel members and the companies can be seen in the market in producing the products according to the habits of the consumers.
Factors Related to Competition
The decision of the companies on marketing channels can be affected by the current and the anticipated competition of the industry for the existing and the emerging competitors in the market (Johnson & Bell, 2012). In accordance of Weigand & Rachman (2012), the intensity of the competition in the market, the response and the reactions of the competitors towards any changes in the market, the position of the company and its competitive attitude in the market are the important factors which are related to the competition in the market
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In conclusion, following the literature of Mazze & Thorelli (2014) it can be stated that there is a huge market to business for cosmetic products of Benefit Cosmetics and Revlon. The potential area to business of both of these two companies is the main cities of UK. There are opportunities to both of these companies to grab the whole market of UK using the advantages of band values and customer loyalties which the companies have earned since its inception (Referenceforbusiness.com, 2015). The companies are also recommended to grab the market attracting the male customers to their products by product differentiation. These companies also recommended applying the strategies which have low cost involvement to modify the price structure of the products considered in our analysis and also to grab larger market segment to raise the total sale of the products.
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