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IN BUSINESS MANAGMENAT
GIRLS COMMUNITY COLLEGE ABU ARISH JAZAN UNIVERSITY
C ti i
t t t is proj t report "GLOBAL MANAGEMENT
STRUCTURE OF REVLON'' is t e Bonafi e work of who carried out
the project work under my supervision.
Dr. AYESHA ABU DHAYYA
(HEAD OF THE DEPARTMENT)
Dr. SHEEBA REHMAN
Girls Community College Abu Arish Jazan University, KSA
Girls Community College Abu Arish Jazan University, KSA
First of all I would like to thank to the Jazan University for having this project as a part of the Business Administration curriculum. Many people have influenced and shape and content of this project, and many supported me through it. I express my sincere gratitude to Ms. SHEEBA REHMAN for assigning me a project on "Global Marketing Structure of Revlon" which is an interesting and exhausting subject. She has been an inspiration and role model for this topic. Her guidance and active support made it possible to complete the assignment. I would like to thank my friends and group member of this project who have helped and encouraged me throughout of the project. Last but not the least I would like to thank the Almighty for always helping me.
Table Of Contents 5 .
TITLE PAGE NO 1.Table Of Contents S. NO. Chapter-3 Finding and analysis Conclusion References 6 . 11. 10. 5. 9. 4. 2. 6. 3. Cover page &title page Bonafide Certificate Acknowledgement Table of contents Objective of the Report Chapter-1 Introduction/summary/background 7. Chapter-2 Research Methodology 8.
OBJECTIVE OF THE REPORT 7 .
OBJECTIVE OF THE REPORT The study of the project concentrates on the organisation structure and design. To find out the global structure of Revlon 3. To find out the global structure designs 2. To find out its impact on the growth of the company 8 . The main objectives of the study is : 1.
Chapter One INTRODUCTIO AND BACKGROUND OF THE COPANY 9 .
Lachman e tabli h Revlon. medium red. to be the mo t valuable partner to our retail cu tomer . dye ed product of other manufacturer . 1970: Mitchum Co. it wa an -la improvement over the more tran parent. fragrance (Charlie). which al o allowed a wider color range than the light red. and dark red then available. 1966: U. ColorStay. New Jer ey. Mitchum. -ba Revlon' nail poli h owed it uperiority to the u e of pigment . Opaque and long ting. Key Date : 1932: Brother Charle and Jo eph Rev on and Charle R. and per onal care product (High Dimen ion. Eterna 27).S. and goe public. operate a one of the world' leading co metic companie and market it product in over 100 countrie under uch familiar brand a Revlon. Revlon al o ell kin care product (Ultima II. a poli h upplier to beauty alon for whom Charle Rev on began to work a a ale repre entative in 1931. the revolutionary "cream enamel" came from the tiny Elka company. Vitamin C Ab olute . who gained control of the company in a na ty ho tile takeover in 1985. Color ilk). 1955: The Company change it name to Revlon Inc. Initially. Age Defying. Flex. and Skinlight . and to profitability grow the bu ine and it value for our takeholder . and become a private company. Company Hi tory: Revlon Inc.Company Per pective : Revlon trive to create and develop the mo t con umer-preferred brand . 1940: Lip tick i added the company' product line. i purcha ed. 1973: The Charlie fragrance i launched. Almay. Charle Rev on and hi older brother ~ 10 ~ . Ronald Perelman. 1935: The Company' fir t ad appear in The New Yorker magazine. in Newark. 1985: Revlon i old to Pantry Pride. 1996: Revlon make an initial public offering of tock. own approximately 83 percent of Revlon. a ub idiary of Ronald Perelman' MacAndrew & Forbe Holding . Vitamin & Pharmaceutical Corporation i acquired. A Nail Poli h Company I Founded in 1932 Revlon' fir t beauty item wa nail enamel. 2000: The Company' profe ional product line i old. 1994: ColorStay lip tick i introduced.
Revson made sure that its quality was the best he could produce. Revlon turned out first-aid kits. and France. There was a sharp rise in sales to $11. and a new U. never again would major cosmetics companies attempt to sell beauty items without it. he noted that the permanent wave boom was making beauty salons more popular and that demand for manicures was rising in tandem.Joseph distri uted Elka nail polish as Revson Brothers. reaching $2. appeared in 1940. Revlon had a whole line of manicure products. Within its first nine months. aromatics industry was born. Its introduction was marked by a full-color advertising campaign stressing the importance of cosmetics as a fashion accessory and featuring the novel idea of "matching lips and fingertips.S. who contributed the "l" to the Revlon name. fixatives. World War II brought shortages of glass bottles and metal lipstick cases. however. At the end of 1934. Revson had a keen fashion instinct. Since the shortages affected the entire industry. Coupling this with his experience at Elka. His attention to detail was rewarded in 1944 with an army-navy production award for excellence. Revson decided to enlarge his market by retailing his nail polish through department stores and selected drugstores. the company had grossed $68. they more than doubled those of 1939.8 million. 11 . Revson's military products were the best his company could produce. Revlon was formed on March 1. Paper had to be substituted. Lachman. Within a year. He therefore targeted beauty salons as a market niche--a fortunate choice whose importance would grow. Revlon's next major item. In that year." The campaign's success showed in the 1940 sales figures. A perfectionist by nature. Also in short supply were aromatic oils. new synthetics and domestic sources of supply were shared. constituting Revlon's entire advertising budget for the year.055. By 1937. and hand grenades for the army. the advertisement came with a price tag of $335. the company boasted sales of $4. Ethiopia. going into partnership with his brother and a nail polish supplier named Charles R. By 1940. which served both to describe a particular color while offering the promise of novelty at the same time. Advertising helped Revson stick to this rule. and packaging materials. selling his product only at premium prices. dye markers for the navy. the year the company incorporated as Revlon Products Corporation. patriotic activities replaced expansion.000. In addition to cosmetics. This gave him access to more affluent customers as well as those with a moderate amount of money to spend on beauty products. 1932. Charles Revson decided to open his own nail polish company. Revson steered clear of cut-rate stores.246 in 1933. Aimed carefully at the upper-income clientele Revson was trying to attract. The company's first commercial advertisement appeared in The New Yorker in 1935. Lipstick. sales multiplied more than 40 times. secrecy was replaced by mutual cooperation. Revson began by labeling his nail enamels with evocative names such as Fatal Apple and Kissing Pink. which had previously been imported from Italy. During wartime. Characteristically. honed by his seven years of sales experience at the Pickwick Dress Company in New York. Formulating a maxim he followed for the rest of his life. Its use was a fateful step for the industry.
too.6 million.The $64. In November 1955. which planned its November issue around the lipstick and nail enamel. In testimony given in a hearing before the New York State Legislative Committee to Study Illegal Interception of Communications. The company received its next boost from its 1955 sole sponsorship of the CBS television show The $64. The Fire and Ice promotion for fall 1952 was one of the most successful. Each promotion featured a descriptive color name to tempt the buyer. the company went public. Revson was persuaded by the success of rival Hazel Bishop.5 million. These efforts produced excellent publicity and helped to raise 1952 net sales to almost $25. Revlon listed itself as one of America's top five cosmetic houses. and the company was listed on the New York Stock Exchange at the end of 1956.000 Question topped the ratings within four weeks of its debut. 12 . the company bought Graef & Schmidt. the charge was denied by Revlon controller William Heller. which were crafted in anticipation of the season's clothing fashions. $7. sales of some products increased 500 percent. Attracting a weekly audience of 55 million people. A month later. Postwar Promotions and Growth Postwar sales strategy. and net sales for 1955 grew to $51. Its features included the cooperation of Voguemagazine.125.6 million one year previously. Revlon stock reached $30 within weeks. an allegation of wiretapping was filed against Revlon by Hazel Bishop. was influenced by increases in spending and department store credit sales. and display cards reproducing or enlarging consumer ads. in December 1955. Underscoring the denial of Hazel Bishop's charges. Packaging was designed specifically for each line. Though initially reluctant to go ahead with this project. color cards showing the range of colors in the promotion.000 Question. "push" money given to demonstrators in stores without Revlon sales staff to insure full retail coverage. Revlon's advertising budget for the year. Costing $301. who nevertheless admitted "monitoring" employees' telephones for training purposes. and radio endorsements written into scripts for performers such as Bob Hope and Red Skelton. from $33.By the end of the war. full-color spreads in fashion magazines. whose sponsorship of This is Your Life was providing serious competition for Revlon's lipsticks. Revlon reorganized as Revlon.5 million. a Revlon attorney added a denunciation of wiretapping for industrial espionage and promised cooperation in efforts to stop it. as a result of the television show. Expanding its capabilities. a cutlery manufacturer sei ed by the government in 1943 because of German business ties. Inc. Also in November 1955. Initially offered at $12 per share. Returning interest in dress sparked the company's twice-yearly nail enamel and lipstick promotions. instead of buying them from outside supply sources. this acquisition made it possible for Revlon to produce its own manicure and pedicure instruments. proved Charles Revson's adage that publicity had to be heavy to sell cosmetics.
and image. showing a 5. as well as comparable concerns in Argentina and Chile. and Asia. when Revson bought U. Vitamin. Italy.S. Natural Wonder served youthful consumers. Japanese women loved the American look.7 percent increase over the figure of almost $266 for 1966. was sold back to one of the original partners four years later for $1 million. Another U. Revlon chose to use its basic U. each with its own price range. U.S. advertising program. Nevertheless. The three-year bonanza came to an end. Mexico. which were almost $164 million. however. The company had begun to market its products overseas at the end of the 1950s. To avoid this. Early attempts to diversify into other fields were unsuccessful. and Ultima II offered the most expensive products. also came from U. The two shows helped to raise the company's net sales figures to $95 million in 1958 and to $110 million in 1959. most of them coming from a drug used to treat diabetes. Revlon's entrance into the Japanese market was typical of its international sales strategy. a Mexican pharmaceutical company. amid charges that both shows had been rigged. Planning further 13 . sold its shoe-polish lines in 1969. when Revlon debuted in Japan. and the success of this bold approach was reflected in the 1962 sales figures. In 1971. in 1959. while others were available in other outlets. introduced in 1968. a women's sportswear manufacturer which came with a price tag of $12 million in 1962. By 1967. A Segmented Product Line in the 1960s As the 1960s began. Vitamin acquisition was Nysco Laboratories and its Nyscap process for timed -release medication. he borrowed a technique from General Motors and segmented his product line into six principal cosmetics houses. a shoe-polish company bought in 1957. Charles Revson became aware that his company was in danger of locking itself into a narrow. The company's first successful acquisition came in January 1966.Meanwhile. This strategy allowed the company to cover a wide market area without in-house conflict.S. Fully disposable injectables.S. Top-priced lines were sold only in department stores. the committee's verdict cleared Revlon of any blame in this matter. By 1962. At the resulting congressional hearings. Revson traded U. Vitamin proved its worth with its acquisitions of Laboratorios Grossman. Revlon was the popular-priced house.000 Question soon spurred a spinoff called The $64. in turn. expanding worldwide markets produced sales of $281 million. Other poorly chosen acquisitions. such as Ty-D-Bol. Etherea was the hypoallergenic line. the shows' producers and the Revsons blamed each other. The buyout brought Revlon a company with annual sales of $20 million. advertising and models. This.000 Challenge. upper-middle-class image that could restrict sales. the success of The $64. the maker of toiler cleansers. Evan Picone. Moon Drops catered to dry skins.S. Within a year. Princess Marcella Borghese aimed for international flair. Instead of adapting its ads and using Japanese models. there were subsidiaries in France. Knomark. For instance. Vitamin & Pharmaceutical Corporation in exchange for $67 million in Revlon stock. led to the introduction of vasodilation drugs.S. Vitamin's diabetes drug and $20 million cash for a group of drugs Ciba-Geigy was required to divest for antitrust reasons. Argentina. and a 27 percent interest in the Schick electric shaver company were also soon discarded.
bonuses. headed by Joseph Anderer. Pharmaceutical. Princess Marcella Borghese. High profits notwithstanding. which was headed by Evan William Mandel and concerned chiefly with long-range planning concepts and strategies for marketing opportunities.000 shares. was the industry leader in all franchised retail outlets. consumers. helping to raise Revlon's net sales figures to $506 million for 1973 and to almost $606 million the following year. Revlon also had a new line of wig-maintenance products called Wig Wonder. he induced them to stay by introducing the Performance Incentive Profit Sharing Plan.S. Professional Products. Bergerac installed a management-information system requiring that all managers report monthly on problems. makers of antiperspirants and other toiletries. its six lines separately aimed. Through acquisitions. advertised. and competition. He also cut company spending with tighter inventory controls and instituted an annual savings of $71.5 million signing bonus. and U. the largest U. formerly Knomark. and the Revlon Development Corporation. Revlon introduced Charlie. Geared to the under-30 market. Company profitability was Bergerac's chief interest. The Cosmetics and Fragrances division. was 14 . marketer of hard contact lens solutions. a president of International Telephone and Telegraph's European operations. which allotted each executive points based on profit objectives achieved for the years 1974 to 1976.S. such as Norell and Intimate for women and Braggi and Pub for men. he picked Michel Bergerac.5 million on improvements to existing facilities plus a new cosmetics and fragrance manufacturing plant in Phoenix. An important 1970 acquisition was the Mitchum Company of Tennessee. During the 1960s. sales. an annual salary of $325. In 1973.000 for five years. Coburn Optical Industries was an Oklahoma-based manufacturer of ophthalmic and optical processing equipment and supplies which cost 833. Revlon spent $12.333 Revlon common shares. Bergerac tried to reduce Revlon's dependence on the increasingly crowded cosmetics market. Revlon fragrances. and marketed. Charlie was an instant success. 1974 was a difficult year. Barnes-Hind. Charlie models in Ralph Lauren clothes personified the independent woman of the 1970s.5 million by the elimination of 500 jobs. Acquisitions and Restructuring in the 1970s The 1970s began with annual sales of about $314 million. Revson decided to add two more divisions: Cosmetics and Fragrances. Terms of Bergerac's contract included a $1. Impressed with Revson's experienced management team. the company consisted of four divisions: International.S.expansion. Determined to leave a worthy successor. and options on 70. Mitchum joined the Thayer Laboratories subsidiary. Mitchum-Thayer division's widely publicized products required a 1971 advertising budget of $4 million. a fragrance designed for the working woman's budget.V. had also become familiar to U. Charles Revson was diagnosed with pancreatic cancer. In 1968. His first major purchase came in 1975. Arizona.
a New York investment company. The highly leveraged buyout--engineered with the help of junk 15 . in 1980. Natural Wonder. The rest of Revlon was to go to Forstmann Little & Company. Bergerac also organized the six cosmetics lines into three groups for easier administration.bought in 1976 and strengthened Revlon's share of the eye-care market. acquired in 1978. This caused Revlon's share to drop from 20 percent to 10 percent of department store cosmetics sales. becoming a private company and giving the name of Revlon Group to the former Pantry Pride. carrying almost all the beauty lines through military exchanges and commissaries in the United States and overseas. company pharmaceutical research and development had extended into plasma research and new drugs for the treatment of osteoporosis and hypertension. and Armour Pharmaceutical Company. 1985. bringing total sales to $1. Revlon. Revlon was sold to Pantry Pride.4 billion. Group two was comprised of Flex hair-care products and other toiletries. however.7 billion in 1979. were disallowed by a Delaware judge. a privately held company whose marketing strategy of high prices with accompanying gifts had earned it almost universal center-aisle department store space. makers of thyroid medicines. and Charlie now belonged to group one. who ruled that the deal was not in Revlon's shareholders' best interests. Other acquisitions included the Lewis-Howe Company.7 billion. Moon Drops. On November 5. Bergerac accepted a $900 million offer for the cosmetics businesses from Adler and Shaykin. lost 24 percent of its supermarket volume in 1983 alone. Bergerac compounded a successful 1979 by buying Technicon Corporation. Comparisons of profits from total operations told the story: $358 million in 1980 sank to $337 million in 1981. and competitor Noxell's inexpensive Cover Girl line was claiming more drugstore sales. These sales. Revlon's health-care companies rather than Revlon's beauty concerns were innovating and expanding. The domestic cosmetics operations also included the government sales division. Natural Wonder. a subsidiary of Ronald Perelman's MacAndrews & Forbes Holdings. Revlon lost ground to Estée Lauder. During the mid-1970s. industry analysts believed that Revlon would be worth more if it were broken up and sold. this opinion was borne out by a takeover bid from the much smaller Pantry Pride. By the late 1970s. a low-priced line. which fell to $234 million by 1982. By the mid-1980s. These health-care operations helped sales figures to pass the $1 billion mark in 1977. a leading maker of diagnostic and laboratory instruments for both domestic and international markets. Drugstore and supermarket sales were also suffering. while group three included Princess Marcella Borghese and Ultima II. a management buyout corporation. 1985 Takeover By 1984. at a price of $58 per share. In defense. totaling $2. makers of Tums antacid. the prestige cosmetic brands sold in upscale department stores. Within a year. Reluctant to initiate beauty-product development or department store promotions. acquired in 1977. for about $1. The markets for soft contact lenses and their rinsing solutions were also growing.
S. where an attempt by Revlon to economize by grouping its Ritz.6 million went toward debt service. Revlon held only 11 percent of the U. and Alexandre de Markoff followed soon after. Turning the Corner in Mid-1990s By 1990.9 billion debt load. Divested companies were replaced with others geared to the Perelman objective -restoring the luster to the original beauty business. a victim of 16 . In addition to selling 80 percent of National Health Laboratories by 1992. $131. and Revlon's junk bonds began to lose value. Perelman immediately began to divest the company of the healthcare businesses. along with its Halston perfume and its Almay toiletries. By the end of 1988. and Borghese prestige brands at one counter failed. mass-market cosmetics market.5 billion of his borrowed funds. a popular shampoo which lost market share when Revlon introduced a new formula with new packaging and a higher price. which was an albatross around the company's neck for years to come. despite its $12 million introductory advertising budget. failed to garner market share. Charles of the Ritz. a deodorant which.14 billion in cash. Sold off the following year were the high-end Halston and Princess Marcella Borghese brands.7 million ($226. Perelman was forced to sell still more assets to keep Revlon from defaulting on its loans. In 1991 alone. International concerns for animal rights found a response in Perelman's Revlon. Max Factor joined the Revlon lineup in 1987. Internal problems stemmed partly from the department store market. Perelman spent another $170 million to acquire Betrix. only National Health Laboratories remained. Other newcomers were Yves Saint Laurent fragrances and cosmetics. Unfortunately for Perelman. In 1991. Max Factor and Betrix were sold to Procter & Gamble for $1. In 1992. which abandoned the Draize test in 1989 after closing its animal testing center in 1986. a German makeup and fragrance maker. Perelman had to also sell off some assets from the core cosmetics area. By 1987. Milken--saddled Revlon with a huge $2.bond king Michael P. fears of an approaching recession made bankers generally wary of highly leveraged transactions. During the late 1980s.9 million of which stemmed from extraordinary restructuring charges . the reformulation of Flex. Germaine Monteil. In 1989. Other innovations of the 1980s meshed with national trends. Costing about $300 million. Monteil. Losses were mounting year after year thanks in large part to the money that had to be spent each year to service the debt. partly by selling the eyecare businesses to the British firm of Pilkington for $574 million. The concern of a burgeoning older population with health and fitness led to wider company research on skin-care products as well as on makeup. The IPO failed. Perelman had recovered $1. contributing to an operating loss of $241. and a 2 percent shrinkage in the fragrance market that affected the entire industry. Perelman tried to sell 11 million shares of Revlon stock in an initial public offering (IPO) at about $18 to $20 per share. Revlon also sought to improve the company image when it signed supermodels Cindy Crawford and Claudia Schiffer for its advertising in the late 1980s and early 1990s. such moves were not enough to gain the confidence of Wall Street. Other problems included the introduction of No Sweat.
7 million in 1995). dwindling shelf space in stores. although Perelman retained 99. Losses continued to mount as the new CEO and his team worked to save Revlon from bankruptcy. and instead began selling off parts of the company. In an attempt to bolster Revlon's sales. with less spent on print ads and in-store promotions than in the past. CEO Jeff Nugent resigned in 2002. While the Revlon line was promoted in this fashion and through mass-market retailers. Ultima II. He sold Revlon's professional products business and its Plusbelle line in 2000 and divested the Colorama brand the following year. raising about $150 million. About 15 percent of overall shares were sold in the initial public offering. and the huge debt that continued to weigh down the cosmetics giant. Meanwhile. while debt service remained high ($137. By 1993. Perelman announced that he was looking for a buyer for Revlon. the company started to develop successful new products. To shore up sagging sales. leaving Coca-Cola executive Jack Stahl at the helm of Revlon.4 percent and what Advertising Age called the "reborn cosmetics juggernaut" unseated Maybelline from the number one position in cosmetics. was shifted down from upscale stores to JC Penney and Dillard's department stores.1 million). This time he succeeded. and problems overseas.5 million--although debt service remained high at $114. Perelman set plans in motion to bail out the company. however.7 percent in 1992. cosmetic sales at drugstores. sales had fallen by 40 percent since 1998 as competitors stole market share. The Age Defying line of cosmetics for women over 35 soon followed and also proved popular. the company was finally able to report operating income-$51. Much of this money was spent on television advertising. Financial Woes in the Late 1990s and Beyond Revlon's turnaround was short-lived. By 1995. Revlon CEO Jerry Levin boosted Revlon's advertising budget by 25 percent in 1992 to $200 million. In addition. and by the late 1990s the company was plagued with problems. poor Revlon earnings. though long-in-coming turnaround.7 percent of the voting stock. Perelman felt confident enough to try another initial public offering in early 1996. which soon captured the top spot in its category. Early indications were positive for these moves as overall market share for the Revlon Group hit 14.94 billion in 1995. Overall.73 billion in 1994 to $1.4 million. inventory overstock. supermarkets. Losses began to pile up. offering a cash infusion of $150 million in 2003 to help eliminate some of the firm's debt. the company's only remaining premium brand. Net sales were improving steadily from $1. Backed by what was clearly a remarkable. To make matters worse. however.a sluggish stock market. it was finally exceeded by operating income ($145. and Revlon once again became a public company. Market share 17 . He was unable to strike a deal.59 billion in 1993 to $1. the company launched an expensive marketing campaign featuring Hollywood stars Halle Berry and Julianne Moore. overall market share had reached 19. The ColorStay line of longlasting cosmetics was introduced in 1994 with the debut of ColorStay lipsticks. Saddled by over $2 billion in debts. due in part to intense competition. and discount stores had slowed significantly over the past several years.
Inc. RIT Inc. markets and sells an array of cosmetics. The Company also sells beauty products to the United States military exchanges and commissaries.. and revamping the organization as a whole. Charlie and Jean Nate in fragrances. the mass retail channel) in the United States. "Today. A November 2003 Business Week article stated. conducts its business through its direct wholly owned subsidiary. Revlon management remained optimistic about its future. and developing successful new products while effectively managing current products. a business plan designed to get profits back on track. Charles Revson Inc. The Company¶s customers include large mass volume retailers and chain drug and food stores (collectively. Revlon ColorSilk in women¶s hair color. Revlon Consumer Corporation. the company faced a long road of financial difficulties. The Company¶s products are sold worldwide and marketed under brand names. The model's strategies were based on improving promotional and advertising success. Stahl continued to have his work cut out for him. Sales may be rising. and Ultima II and Gatineau in skincare. It is a direct and indirect majority-owned subsidiary of MacAndrews & Forbes Holdings Inc. beauty tools. building stronger relationships with its retail partners. as well as certain department stores and other specialty stores. fragrances. but only because of a pricey ad blitz that some outside Revlon think is unsustainable. The Company manufactures.. anti-perspirants/deodorants.. and the company posted a 16 percent increase in sales as a result. Revlon Consumer Products Corporation (Products Corporation) and its subsidiaries. Inc.. Revlon. the company isn't making a dime--and Stahl can't get away with that for long. Despite its financial position. In late 2003. including the Revlon ColorStay. The Proctor & Gamble Company. While the company focused on strengthening its brands. such as perfumeries. RIROS Group Inc. Unilever NV. Revlon Real Estate Corporation. skincare and other beauty care products.. Revlon International Corporation. Revlon Products Corporation. Revlon Development Corporation. PPI Two Corporation. Charles of the Ritz Group Ltd. Revlon Super Lustrous and Revlon Age Defying franchises. the company launched Destination Model. women¶s hair color.. outside the United States. Revlon Consumer Products Corporation. reducing manufacturing and supply chain costs. Regardless of what happened in the years to come. Revlon Government Sales. Principal Competitors: L'Oréal SA. Mitchum anti-perspirants/deodorants.for Revlon and Almay increased slightly. Cosmetics-Revlon 18 . Cosmetics & More Inc." Indeed. including the Almay Intense i-Color and Almay Smart Shade franchises. as well as the Almay brand. North America Revsale Inc. in cosmetics. Inc. RIROS Corporation. Revlon's brands would no doubt continue to be recognized across the globe. without the financial backing of Perelman and potential debt-for-equity transactions that would reduce Revlon's debt. Principal Subsidiaries: Almay. restoring growth. Revlon in beauty tools..
During the year ended December 31. 2009. a lipstick available in 20 shades with Elasticolor technology. The Revlon Beyond Natural collection offers skin-tone matching liquid foundation. blush and concealers. In 2010. including lipstick. lip. a lipcolor that has ColorStay long-wearing technology with food-proof wear for up to 12 hours in one step. under the Revlon brand name. the Company also introduced Revlon Matte eye shadows. as well as Revlon ColorStay Mineral pressed blush and bronzer. The Revlon ColorStay Mineral collection includes Revlon ColorStay Mineral Mousse makeup and Revlon ColorStay Mineral foundation. In mascaras. powder. the Company markets brands. which includes face. lip gloss and lip liner. in 2009. including Revlon ColorSilk. which uses a lash perfecting brush for fuller lashes. The Company also markets a range of Revlon ColorStay liquid and powder face makeup. incorporates the Company¶s Botafirm ingredients to help reduce the appearance of lines and wrinkles. Beauty Tools-Revlon 19 . eyeliners. Revlon ColorStay Soft & Smooth lip color offers long-wearing benefits. The Company has also launched Revlon Age Defying Spa face illuminator. In addition. In 2010. the Company launched Revlon PhotoReady makeup. the Company introduced Revlon Creme Gloss. The Company markets a range of Revlon lip makeup. a lip gloss that provides deeply pigmented color with gloss shine and Revlon ColorStay Ultimate liquid lipstick. The Company¶s Revlon ColorStay Mineral lipglaze is the Company¶s long-wearing lip gloss with up to eight hours of wear. a two-step primer and mascara with lash separating brushes. under several Revlon brand names. eye shadows and brow products. eye and nail products. The Company sells face makeup. The Company¶s nail color and nail care lines include enamels. the Company introduced Revlon Luxurious Color kohl eyeliner for intense matte color. treatments and cuticle preparations. In 2009. In eye shadow. the Company launched Revlon DoubleTwist mascara with a two-in-one brush for volume and definition.The Company sells a range of cosmetics under Revlon brand. which is targeted for women in the over 35 age bracket. under Revlon brand names. Revlon Luxurious Color liner uses a smooth formula. offered in a variety of shades of lipstick and lip gloss. In 2010. The Company¶s eye makeup products include mascaras. the Company launched Revlon ColorBurst lipstick. while Revlon ColorStay Overtime lipcolor and Revlon ColorStay Overtime Sheer lip color uses transfer resistant technology. Revlon ColorStay 12 hour long-wearing eyeshadow enables color to look fresh for up to 12 hours. powder and finisher. In 2009. the Company introduced Revlon Luxurious Color eyeshadow in satin and perle finishes. it introduced Revlon Age Defying Spa foundation and concealer. and Revlon Lash Fantasy Total Definition. including foundation. In 2009. Revlon Age Defying. Revlon Super Lustrous is the Company¶s wax-based lipcolor. In eyeliners. Hair-Revlon The Company sells both hair color and haircare products worldwide. In women¶s hair color. franchises include Fabulash.
such as clippers. eau de toilettes. Inc. In the antiperspirants/deodorants product category. files.A. Products Corporation competes with L¶Oreal S. Avon Products.. Almay Smart Shade offers foundation. 20 . it introduced Almay Smart Shade Anti-Aging makeup matches skin tone. The Almay One Coat mascara franchise includes products for lash thickening and visible lengthening. In 2010. Almay eye makeup removers are offered in a range of pads and towlettes. Almay TLC Truly Lasting Color makeup and pressed powder protect the skin for up to 16 hours of coverage. eye shadow and a liner/highlighter duo. the Company launched a range of makeup brushes under the Revlon brand name. eye and pedicure grooming tools. bronzer and concealer. Skincare The Company sells skincare products in the United States and in global markets under brand names. tweezers and eye lash curlers. including Revlon and Almay. while also fighting signs of aging. as well as Ultima II. such as Charlie and Jean Nate. scissors. The Procter & Gamble Company. including Gatineau brand. The Company¶s portfolio includes fragrances under brand names. including perfumes. Within the face category. Almay Bright Eyes collection is made up of eye base and concealer in one. which include nail. and The Estee Lauder Companies Inc. It also sells skincare products under various regional brands. Anti-perspirants/deodorants The Company offers anti-perspirants/deodorants in many countries. Revlon Beauty Tools are sold individually and in sets. it markets Mitchum anti-perspirant products. Almay products include face and eye makeup and makeup removers. Fragrances The Company sells a range of fragrances. blush. In 2009.The Company sells Revlon Beauty Tools. colognes and body sprays. Cosmetics-Almay The Company¶s Almay brand consists of cosmetics and skincare products.
~ 21 ~ . Inc. I. and product re earch and development. Thi type of de ign i very common in mall tart up bu ine e . Within one corporation there may be many different divi ion and each divi ion ha it own goal to accompli h. functional tructure. centralized authority.II. A manager over ee their divi ion and i completely re pon ible for the ucce or failure of the divi ion. project tructure. boundary le organization. traditional and contemporary. For example in a bu ine with few employee the owner tend to be the manager and control all of the function of the bu ine . and divi ional tructure. I am going to define and di cu each de ign in order to give an under tanding of the organizational de ign concept. emi autonomou unit or divi ion . In thi type of de ign there are u ually no tandardized policie and procedure . finance. When the company begin to expand then the tructure tend to become more complex and grow out of the imple tructure. Traditional de ign include imple tructure. Functional Structure A functional tructure i defined a a de ign that group imilar or related occupational pecialtie together. Traditional De ign 1. and the learning organization. It i the functional approach to departmentalization applied to the entire organization. 2. Revlon. i organized around the function of operation . Often employee work in all part of the bu ine and don¶t ju t focu on one job creating little if any departmentalization. wide pan of control. human re ource . Divi ional Structure A divi ional tructure i made up of eparate. matrix tructure. Organi ati nal Structure & Designs Organizational de ign fall into two categorie . Simple Structure A imple tructure i defined a a de ign with low departmentalization. 3. Contemporary de ign would include team tructure. Thi get manager to focu more on re ult knowing that they will be held accountable for them. and little formalization.
Project Structure ~ 22 ~ . 3. Wal-Mart Specialty Store . Contemporary De ign 1.called tore team. i organized by it divi ion uch a Wal-Mart Realty. Each tore compo ed of an aver age of 10 elfmanaged team with a de ignated team leader. 2. accounting. i tructured entirely around team . team mu t perform well becau e they are held accountable for their performance. In thi tructure there are two manager . engineering. and human re ource . Team are given the power to be a innovative a they want. Inc. II. and figure out the mo t effective and efficient way to perform their ta k . and complete it ucce fully. ale . Wal-Mart International.Wal-Mart Store . Each pecific project i a igned a project manager and he ha the duty of allocating all the re ource needed to accompli h the project. Whole Food Market. Some team may have a group leader who i in charge of the group. team can work the way they want to. and the team leader in each tore are a team -. Since the organization i made up of group to perform the function of the company. Ba ically the project manager ha to gather peciali t from each function in order to work on a project. and Supercenter . and each team work toward a common goal. the project manager and the department or functional manager. Sam' Club . Inc. In an organization there may be different project going on at once. In a team tructured organization there i no hierarchy or chain of command. In a matrix tructure tho e re ource include the different function of the company uch a operation . Therefore. marketing. Matrix Structure A matrix tructure i one that a ign peciali t from different functional department to work on one or more project . Team Structure A team tructure i a de ign in which an organization i made up of team .
or network organizational tructure . Example of thi would be ~2 ~ .A project tructure i an organizational tructure in which employee continuou ly work on project . and profit goal . Each team ha the nece ary employee to ucce fully complete the project. Thi tructure i much more flexible becau e there i no boundary to deal with uch a chain of command. and the e project team form. 5. re ource . Previou ly known a Oticon Holding A/S. client . or limited to. but each individual company ha it own product . In order to eliminate boundarie manager may u e virtual. Switzerland. the organization i compri ed of many independent decentralized bu ine unit . There are a mall number of permanent employee . the horizontal. Boundary le Organization A boundary le organization i one in which it de ign i not defined by. di band. competitor . Autonomou Internal Unit Some large organization have adopted thi type of tructure. That i . It i actually about 1. companie have u ed the team approach. employee move on to the next one.000 companie operating in more than 140 countrie around the globe. All work activitie are project ba ed. In a virtual organization work i out ourced when nece ary. departmentalization. modular. each with it own product . 4. and f orm again a the work require . however when the project end the employee don¶t go back their department . Once the project i fini hed then the team move on to the next project. The whole operation i managed by ju t eight top executive at headquarter in Zurich. In other word it i an un tructured de ign. A ea Brown Boveri (ABB) i a global organization. There i no centralized control or re ource allocation. William Demant Holding A/S ha no organizational department or employee job title . Once the project i completed. Thi i like the matrix tructure. and organizational hierarchy. or external boundarie impo ed by a predefined tructure. Each employee bring hi or her pecialized kill to the team. however peciali t are hired when a ituation ari e . In tead of having department . vertical. They continuou ly work on project in a team like tructure. and o on.
When all the pieces are done. In order to have a learning organization a company must have very knowledgeable employees who are able to share their knowledge with others and be able to apply it in a work environment. They also send all their computer programming to India. ChevronTexaco now spends most of their accounting to the Philippines in order to cut costs. Learning Organization A learning organization is defined as an organization that has developed the capacity to continuously learn. A network organization is one in which companies outsource their major business functions in order to focus more on what they are in business to do. The learning organization must also have a strong organizational culture where all employees have a common goal and are willing to work together through sharing knowledge and information. the organization then assembles the final product. 6. and change. A modular organization is one in which manufacturing is the business. ~2 ~ . adapt. This type of organization has work done outside of the company from different suppliers. Each supplier produces a specific piece of the final product.subcontractors or freelancers. Learning organiz ations that are innovative and knowledgeable create leverage over competitors. A learning organization must have a team design and great leadership.
Streetwear. having 25 . creating general managers for the Company's global brands and the skin care category who will work with presidents of the Company's regions. while developing the unique skin care capabilities of these franchises. profitable growth by transforming Revlon from a multinational to a global company in which brand and category strategy are set globally but are executed locally to meet consumer preferences and needs. "The full transition to a global organization will take some time but we believe that we know the best and most expeditious way for us to get there Revlon has a strong international base from which to build a global beauty andskin care powerhouse. Nugent. Revlon Brand Equity Group for Revlon Consumer Products. and Mitchum brands. she successfully drove Almay to consecutive year-on-year growth from 1997 through 1999 and spearheaded the roll-out of Ultima II to select mass retail outlets. Cheryl L. a ten-year veteran of Revlon. responsible for leading the Company's initiative to build a leading skin care business across all brands globally. Ms. Vitali is currently Executive Vice President. In her new role. product and market opportunities where ever they arise becomes a key competitive advantage forus. Mr. In this capacity. Mandor will have global responsibility for managing all aspects of Revlon brand management and marketing. Global Almay. USA where she was responsible for the strategic management of the brand. Global Revlon Brand Equity Group. Portfolio Brand Development Group for Revlon Consumer Products USA. Nugent commented. LeVan is currently a marketing and product development consultant to the cosmetics and fragrance industry. which are currently Europe. LeVan has demonstrated ability to grow brand franchises. most recently served as Executive Vice President of Marketing. "Globalization is one of our key strategies for building the new Revlon." he added. Vitali has been named Executive Vice President and General Manager. Ms. Global Skin Care. The new structure conforms to a more streamlined business model. Ms. Ultima. Tanya Mandor has been named Executive Vice President and General Manager. Ms. In that role. Ultima. she will be responsible for all aspects of marketing and brand management for the Company's Almay. Mandor was recognized by BrandWeek as one of the "Top 100 Marketers of the Year" in 1996 and 1998 for the development and launch of ColorStay lipstick and Top Speed nail enamel. Ms.Revlon Creates New Global Management Structure Global Heads of Skin Care. The three global general managers and the three regional presidents report directly to Revlon President and Chief Executive Officer. The Company's objective in taking this action is to achieve consistent. Jeffrey M. LeVan. Mandor. and Specialty Brand Development Group. Latin America and Asia Pacific. Ms. has been named Executive Vice President and General Manager. Sharon K. Marketing. We are committed to creating a borderless company for which the ability to swiftly take advantage of brand. Revlon and Almay Brands Named announced that it has created a new organizational structure designed grow Revlon's global business by increasing consumer demand for its new and existing products and reducing costs by capturing significant operating efficiencies.
Nugent said. Nugent.S. Alfred Roman has been named Regional President. where she began her cosmetics career. As part of this reorganization. region presidents. Regionally. Latin America and Alvan Lewis continues as Regional President. as Senior Vice President. Graff. Fornow. The chief marketing executives for each region are now integrated into the brand and category groups. 47. Mandor said. Regarding Ms. Robert Graff. Global Haircare and Haircolor. Revlon has created a Global Marketing Committee. speaks to the quality of our products and the relevance of our positioning. Asia Pacific. The charter of this committee will be to assess investment priorities across brands. Mr. Revlon Cosmetics. the first transfer resistant lipstick. 51. she was instrumental in the introduction of ColorStay Lipcolor.served as Corporate Senior Vice President. we believe that we will improve our ability to realize the full commercial potential of new Revlon products by moving more swiftly and executing more effectively when they are launched. Creative Marketing at The Estee Lauder Companies. President of Tarlow Advertising and Steven G. Roman was President and General Manager. Ms. and Cheryl is the perfect individual to lead the charge for us. Clive L. "Tanya brings invaluable experience to the job and a deep understanding of what the core Revlon brand equity means. Chief Financial Officer. She has done a terrific job with Almay and Ultima. the Company announced that Robert S. In this capacity. Global Business Development. Graff has extensive international finance and business experience. Africa and the Middle East. This committee. "Building a global skin care business is a key strategic priority for Revlon. is comprised of the global general managers. Mandor. She joined the company in 1989." Ms. Richard Tarlow. Revlon Argentina. Mandor. Regarding the creation of a group to spearhead Revlon's efforts to expand its global skin care business. Ms. the North America region will be managed directly by Mr. Europe. cosmetics and fragrance business. she was appointed Vice President of Marketing. Nugent said. first serving as a marketing director and then as Vice President of Marketing for Ultima II. Mr. Perelman. Mr. and joined Revlon in 1997 as Vice President. These three appointments are effective immediately. categories and regions. Nugent. which will be chaired by Mr." Revlon currently sells skin care products worldwide 26 . putting them on firm ground for continued growth. Its powerful position in the U. has held numerous positions in marketing and general management. has been appointed Executive Vice President. I believe that the brand can be just as meaningful and successful in many other markets in the world." At Revlon. Schreuder continues as Regional President. Revlon International. Mr. Vice President. Graff has direct responsibility for selected Revlon businesses and is leading several key globalization and cost reduction initiatives. By managing this brand globally. Mandor managed the Ultima II treatment. "The Revlon brand is not nearly as well developed worldwide as it has the potential to be. In addition. During this time. which are headquartered in New York. Marketing at Max Factor and as head of marketing and sales promotion for Revlon color. Formerly. Her business savvy and entrepreneurial instincts are just what we need for this challenge. Mr. In 1994. fragrance and skincare. In this capacity.
Creative Marketing at The Estee Lauder Companies. a manufacturer of prestige hand and nail products.revlon. The Almay line includes One Coat Mascara. we have a solid portfolio of quality skin care products and powerful brands that represent terrific platforms for growth. and has been a partner in Linda Rose International. The Almay and Ultima II and brands are among Revlon's greatest assets. Vitali commented. Additionally. formerly served as Corporate Senior Vice President. LeVan. No-Color Mascara and 2000 Calorie mascara. followed by Charlie cosmetics and the Classic Revlon Divisions.000 doors. For Ultima II." Ms. she has led the re-launch of Glowtion and the creation of the skin brightener franchise. Her first experience in the cosmetics industry was at Revlon." Revlon is a worldwide leader in cosmetics. which she joined in 1992. she launched Jaclyn Smith's California fragrance. starting in the Moon Drops Division. skin care. our Jeanne Gatineau Institute and several joint development projects that are currently underway represent competitive assets in this fast growing category. The Company's vision is to become the world's most dynamic leader in global beauty and skin care. LeVan joined Lauder from Max Factor. Almay(R). Globally. Their potential is unlimited. Ms. "The opportunity for Revlon in the skin care category is tremendous. Revlon brands include Revlon(R). Ms.com. Ultima II is distributed to over 9. Commenting on the appointment of Ms. She has deep experience in all aspects of product development and marketing. specializing in marketing and product development for the cosmetics and fragrance industry. fragrance. and ultimately serving as Vice President of Marketing and Sales Promotion for color. Mitchum now has the highest share of market in its history and is one of Revlon's most profitable businesses. 38. 48." Ms. Vitali. A web site featuring current product and promotional information can be reached at http://www. LeVan commented. has been responsible for leading Almay to its third consecutive year of share growth in the mass volume retail class of trade. Ms. her oversight of new business development at Revlon led to a focus on creating new products in the treatment category. Our challenge will be to focus on products and markets with the highest commercial potential and swiftly take advantage of them. where as Senior Vice President Marketing. One Coat Lip Makeup and Stay Smooth Lip Makeup which are among the top fifteen products at leading retailers. Today. For the past five years. Ultima II and the specialty brands. LeVan to lead Almay. "We are excited to welcome Sharon back to Revlon. The anti-perspirants and deodorants for which she is responsible include the Mitchum and Almay brands. and in Europe under such brands as Jeanne Gatineau. Mr. 27 . among others. as compared with 2. Nugent said. our Revlon Research Center. "I am thrilled to return to my roots. Almay and Ultima brands. This is a very exciting portfolio of brands. and has a broad industry perspective that can help us build on the solid foundation that the Portfolio Brand team has built over the past several years. She has also sparked the resurgence of the Ultima II brand by repositioning and re-launching it into the mass market.000 doors two years ago. and personal care.under the Revlon. which she joined in 1973. developing new marketing and distribution strategies for each of Lauder's five companies. And Streetwear and Mitchum are perfectly targeted to meet the needs of key consumer segments. skincare and fragrance. LeVan has been CEO of her own company. Ms. In addition.
Last year competitor Revlon also created a global management structure to streamline its business model and transform itself from a multinational to a global company. claims the company (MW May 31). and a strategy very much in vogue among major players . it bought Stila Cosmetics and Jo Malone. it has been building its stable of brands through various acquisitions. Then. in 1999. Charlie(R) and Flex(R) and they are sold in approximately 175 countries and territories. The move is designed to reflect the cosmetic giant's deci ion to operate globally with s a "single vision and a unified marketing strategy". it signed a deal to make and market cosmetics and fragrances for Donna Karan International. the powerful EstÃ©e Lauder beauty group has slimmed down and taken on a global outlook. and entered the teen market with its purchase of Jane cosmetics. Est e Lauder has booked itself in for a major makeover in a bid to boost profits. The management structure has been slimmed down from 22 global brand leaders to four group presidents with responsibility for the company's core brands. ~2 ~ . developed by a US professional make-up artist.Ultima II(R). a London-based seller of some 200 skincare and fragrance products. bought botanical beauty company Aveda for $300m (&£180m) ." Ever since Est e Lauder transformed itself from a family-owned business to a public company in November 1995.especially at a time when they are not only focusing on new launches but particularly on acquisitions. Est e Lauder acquired the Bobbi Brown line of cosmetics. Following its expansion in recent years. One city analyst says: "Reorganisation with a strategic emphasis on core brands and products is a key theme in cosmetics and toiletries. In 1997. Last week the company completed its biggest management shakeup since the mid-Eighties. The following year.
" The founding Lauder family owns 57 per cent of the company. US. worth an estimated &£8. says a shortfall in the company's earnings triggered the reorganisation which was seen as a way to drive profitability. George Fellows. says: "To me. In order to create brand equities." But industry insiders say Estée Lauder. according to its most recent annual report.5m is handled by CDP. consumer analyst at Lehman Brothers. the best consumer goods businesses are those that are family run." She adds at this point there are no redundancies planned. It might focus on diversifying more into their standalone stores.Laura Kiernan.10bn (&£0. and denies the company is considering a global shake-up of its estimated &£700m creative and media business. and family-run companies such as Estée Lauder can afford to do that. resigned in 1999 and was replaced by Jeff Nugent. Kiernan says: "With the new structure we are setting the strategies globally but executing the same locally to meet customers' needs and preferences. investor relations director at Revlon. We will now e speaking globally with one voice. Advertising for the company's other brands is created in house. She predicts the company will turn its focus to "swiping away customers from other brands rather than flooding its own customers with more of their products". a six per cent increase on the same period last year. UK media. now have to come with new ideas to attract customers. "Companies such as Estée Lauder. but that does not necessarily mean any shift in our emphasis towards marketing or advertising. The company refuses to reveal any details of how the changes will affect the marketing or its marketing and advertising budgets. The company recently reported net sales for the third fiscal quarter of $1. following the management reshuffle (MW May 31). The global creative account for the Estée Lauder brand is held by US agency A/R. says the company's management restructure is more likely to be a response to the slump in the US economy and falling department-store sales. former president of Neutrogena.8bn). The company's chief executive." says Briney. Janet Bartucci. you have to think long term. says: "The restructure is about doing away with the false divide between domestic and global markets. with its vast portfolio of 16 brands. Claire Briney. Nic Sochovsky. as staff are being reassigned. is in a different league to its competitors and has been raking in profits for several years. Estée Lauder's global communications vice-pres ident. research manager at Euromonitor. with varied brands. 29 .
30 .The Euromonitor cosmetics and toiletries IMIS database puts Estée Lauder sixth on the list of top ten companies in terms of share of retail value of total sales. An industry insider says the recent management changes at Estée Lauder are an indication that the company is growing into its role as a public company: "With the number of brands it has . and Lauder's closest competitor is L'Oreal with an eight per cent share." says the insider. L'Oréal and Procter &. Gamble. A leaner and revitalised Estée Lauder may well find it produces enough sales to take on its closest competitor L'Oreal. The top three places are held by Unilever.it has to grapple with the fact it could get very arduous operating all those brands through different markets.5 per cent of the world market.from mass market such as Jane to high-end like Estée Lauder and Clinique . with a 3.
CHAPTER TWO RESEARCH METHODOLOGY 31 .
3. New R&D methods and the production of reliable knowledge in sectors which lagged behind 5. 5. To gather adequate and representative evidence. Research in EPFL labs : new economics of science 4. 4. National innovative capacity : modeling. prizes. research is: 1. AI methodology is a jumbled mess. An orderly investigation of a defined problem. Scope of research 1. The research methods must be appropriate to the objectives of the study. Using an appropriate scientific method or methods. distributed systems and the role of users 6. Different methodologies define distinct schools which wage religious wars against each other. And yield general principles or laws that may be applied in similar conditions. Designing efficient incentive systems for invention and innovation : intellectual property rights. The methodology should also discuss the problems that were anticipated and explain the steps taken to prevent them from occurring. How Research Works? 32 . 2. measuring and comparing national capacities 2. and the problems that did occur and the ways their impact was minimized. how to measure progress. how to proceed. Operationally. New models of innovation : open. A research methodology defines what the activity of research is. public subsidies 3. Producing conclusions drawn from logical reasoning without bias.Research Methodology: What is Research? Conceptually. that can be validated. and what constitutes success. it shows your reader how you obtained your results. research is defined as the orderly search for truth. Other issues to be developed Types of Research Methodology First there is the purpose: The method section answered two main questions: How was the data collected or generated? How was it analyzed? In other words.
This is very time consuming and expensive type of research method. which is also recognized and familiar with the rest of the world-what I mean by this is that your research method must be recognized by all over the world or at least by the majority of the scientific community. y Primarily.so.for example as part of a process improvement or similar project. methods Collection ± data collection 33 . y The purpose of data collection is to obtain that the information to keep on record. but to carry out this type of research researchers need to be extra careful in order to find the real findings out of the existing data-a slight mistake can lead you to wrong direction-waste of time. research also follow certain rules and take the help of certain organized procedures in order to get the intended result. Observation ± observational data can be recorded in order to find empirical relationship between different parameters of your research. 2. a research works on its methods to serve its true purpose in any area of the knowledge domains. Pre collection activity ± Agree goals and target data also definitions. the accuracy of this type of research mainly depends on the experience of the researchers. you need to approach your study area in a systematic way. but it has the advantage of give you some important clue about any novel findings. data¶s are collected to provide information regarding a specific topic. Data Collection Methods: Data collection is a term used to describe a process of preparing and collecting data . for working of a research project. As a research method you can choose one of the following or a combination: Experiments-this is used in exploratory type research. One disadvantage of this type of research is that it is very time-consuming and expensive method. This is the most effortless. time-saving and less-expensive type of research. What types of experiments necessary depends on the research topic. usually used in business studies. You can use questionnaires or even interview some specific group of people to get your research result. Existing data-this type of research is done on the available data to find any findings or patterns in the data. to pass information on to others.Like every system of this world. y 1. to make decisions about important issues. So. Surveys-this is used in empirical or exploratory type of research. Data collection which contains the following activity. In a word.
For instance. 34 . video or Mliser on a pot of information sources. including the use of primary or secondary data. in order to save time and money. Option one is to give the questionnaire to everyone in the targeted population. But derives verbally or preview of sources. survey administration. including: Documentary sources: They each manuscript or in print. Types of Data Collections: Primary data collection definition Secondary data collection definition Types of sources of information: Division of the qualitative sources of information. a census is usually not practical or cost effective. either a probability approach or a non probability approach can be used. And can also distinguish between the sources according to the degree it approached direct in dealing with the phenomenon.3. and increasing response rates. Data collection is the process of gathering the specific information used to answer the research questions. only a sample or subset of the target population receives the questionnaire. Present Findings ± usually involves that the some form of sorting analysis and/or presentation. Documentary sources: each container is not stored on any type of information sources. Usually come in the form of documents. However. There are a number of issues associated with data collection. sampling. This is called a census. It is divided into two categories: reference sources and third party reference sources. survey design. Consequently. SAMPLING: When administering a questionnaire there are two options as to who should complete the survey. you may not be able to survey every one of your customers from last year to determine levels of customer satisfaction with your products. When selecting individuals for a sample. Probability samples are those where each element of the population has a known probability of being selected.
CHAPTER THREE FINDINGS ANA ANALYSIS 35 .
Though his brother Joseph helped found the company.7 billion. Some of the most iconic ads include Shelley Hack for Charlie perfume and the Cindy Crawford makeup ads of the 1990s. Charles was named CEO. the United States was in the middle of one of the lowest points in the country's economic history. selling only their special nail polish. Since that time. Revlon was led by founder Charles Revson. the company had branched out even further. To come up with their formula. also based on their use of pigments rather than dyes. the 3 men had turned Revlon into a million-dollar company. the company has relied heavily on modeling contracts with female movie stars and supermodels.FINDINGS AND ANALYSIS 1. 2. As Revlon began to sell its products overseas. Most of these non-cosmetic ventures were largely unsuccessful. From the time of the company's founding through the 1970s. They believed this would make the polish last longer and would allow for a larger variety of colors. sportswear companies and supplement lines. The current board of directors has sold off many poor-performing lines 36 . In 1985." Within 6 years. and then followed up with a line of lipsticks. Since then. Revlon is the leading cosmetics company in the United States. International audiences loved the "American look" and became loyal Revlon customers. they named their new nail polish company "Revlon. the company was sold to the conglomerate Pantry Pride for $2. so Revlon began to refocus on its core products. and by the next year the company was listed on the New York Stock Exchange. it took a bold advertising move. Using the Revson name.Revlon in the 21st Century: y Today. two brothers named Charles and Joseph Revson had an idea to create nail polish using pigments instead of the normal dyes. In 1932. buying a line of diabetes drugs. By the 1950s. plus an "L" for Lachman. Full-page color ads featuring Revlon model Dorian Leigh were some of the first cosmetic ads used by any company. During this time of the Great Depression. and led the company through its first 40 years. 4. During the 1950s. but it has sold off nearly 75 percent of the company's holdings. 3. Throughout the 1930s and 1940s. Pantry Pride still owns Revlon. 5. the company has maintained its focus on beauty products and has enjoyed much success in that arena. They sold off the unsuccessful lines and introduced "Charlie" perfume and several professional skin care products during the 1970s. including makeup and skin care. Revlon began to offer stock for sale to the public. they partnered with a local chemist named Charles Lachman. and used American models in international ads. Revlon slowly began to create new products. They added a selection of manicure tools and nail scissors. Revlon began to rely heavily on print advertising. In 1955.
By focusing on its core product groups. Globally. and Jeanne Gatineau skin care products. and personal care. creating general managers for the Company's global brands and the skin care category who will work with presidents of the Company's regions. reversing a downward trend that started in 2001 y An industry insider says the recent management changes at Estée Lauder are an indication that the company is growing into its role as a public company: "With the number of brands it has . the Revlon Corporation consists of Revlon and Almay cosmetics.it has to grapple with the fact it could get very arduous operating all those brands through different markets. Revlon is a worldwide leader in cosmetics. Revlon has a solid portfolio of quality skin care products and powerful brands that represent terrific platforms for growth. Latin America and Asia Pacific." says the insider. which are currently Europe. Mitchum Deodorant. y y y y 37 . skin care.from mass market such as Jane to high-end like Estée Lauder and Clinique . A leaner and revitalised Estée Lauder may well find it produces enough sales to take on its closest competitor L'Oreal. Today. The Company's vision is to become the world's most dynamic leader in global beauty and skin care. Revlon management hopes to increase profits. fragrance. The new structure conforms to a more streamlined business model.and returned the company to its core brands.
CONCLUSION 38 .
The current board of directors has sold off many poor-performing lines and returned the company to its core brands. and Jeanne Gatineau skin care products. Revlon is the leading cosmetics company in the United States. the Revlon Corporation consists of Revlon and Almay cosmetics. 39 . Mitchum Deodorant.CONCUSION: Today.it has to grapple with the fact it could get very arduous operating all those brands through different markets. reversing a downward trend that started in 2001 An industry insider says the recent management changes at Estée Lauder are an indication that the company is growing into its role as a public company: "With the number of brands it has . By focusing on its core product groups.from mass market such as Jane to high-end like Estée Lauder and Clinique . Today." says the insider. Revlon management hopes to increase profits.
REFERENCES 40 .
/Corporate..html 41 ..com/company.com/Revlon-Home/Revlon..revlon.fundinguniverse.aspx www..revlon./Revlon-Inc-Company-History.com www.References: www.
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