Summative Report (Charlotte Tilbury) Page |1

Summative Report (Charlotte Tilbury)

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Summative Report (Charlotte Tilbury) Page |2

Executive Summary

“Charlotte Tilbury” offers a luxurious makeup providing a wide range of products. The team
ensures that the clients feel confident wearing the makeup. The products highly increasing in
the cosmetic industry and the approximation of brand rate of interest at 75% per year,
Charlotte Tilbury takes honour in providing a perfect range of beauty and cosmetic product to
the ladies of all age. The brand’s aim is to be the principle of possibilities and offer team
members opportunities for progress and a rewarding career in an advance working
environment. The brand’s is on the top in the beauty and cosmetic industry and provide the
great response to the competitors with new ideas and innovations. This report covers the
strategies and the target market of the Charlotte Tilbury how it attracts its audience in this
competitive market and the marketing strategies to stay on the top and to provide the different
range of products in different countries by also remembering the pricing strategies which has
to be taken care of according to the other countries cultures and laws. The limitations and the
difficulties faced by the brand in the cosmetic industry and by developing a MVP and using it
on the brand which provide a direct solution to a problem.
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Table of Contents

Executive Summary...................................................................................................................2

Introduction................................................................................................................................5

Value Proposition.......................................................................................................................5

Business model.......................................................................................................................5

Mission Statement..................................................................................................................5

Strategic Objectives...............................................................................................................6

Target Market of Charlotte Tilbury............................................................................................6

Marketing Mix of Charlotte Tilbury..........................................................................................6

Product Strategy of Charlotte Tilbury........................................................................................6

Price Strategy of Charlotte Tilbury............................................................................................7

Promotion Strategy of Charlotte Tilbury...................................................................................7

Marketing Strategy of Charlotte Tilbury....................................................................................7

The Challenges faced by the company...................................................................................7

Transparency and Sustainability............................................................................................8

Online and Offline..................................................................................................................8

The Skincare Growth.............................................................................................................8

The pace of new product development..................................................................................8

Labelling and the cost of compliance.....................................................................................9

Effectiveness in Cosmetic Industry............................................................................................9

Creating excellent customer experiences...............................................................................9

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Advertising and marketing.....................................................................................................9

Easy to demonstrate.............................................................................................................10

Limitation of cosmetic industry...............................................................................................10

Lack of global regulatory knowledge..................................................................................10

Expensive.............................................................................................................................10

Difficult to maintain.............................................................................................................11

Complex...............................................................................................................................11

The proposed solution..............................................................................................................11

Developing a Minimum viable product (MVP).......................................................................12

Using the Minimum viable product (MVP).........................................................................12

Conclusion................................................................................................................................13

References................................................................................................................................14
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Introduction

A marketing strategy is a written report relating an organization’s center business-related

enterprise activities, objective, and the way it strategize to obtain its goals. Good marketing
strategy should include a summary, product and services, analysis, financial planning,
resources, and advertising tactic. The cosmetic enterprise is exceptional. Even if possibly to
companion cosmetic companies with the fascinating catwalks and the peculiar personalities
of favor designers, in the back of the curtains, there may be a great deal extra than meets the
eye. Fashion companies are companies nonetheless, and as such must be analysed with inside
the context of commercial enterprise concept and practice, to apprehend their strategic
behaviour and long-time period goals. In this report, the association goes to make obvious
what the company involve for fashion and begin reading the enterprise through addressing
vital commercial activity concepts: the Product Life Cycle and the Value Chain. There isn't
any commercial enterprise like Cosmetic commercial enterprise. The start line of the
Charlotte Tilbury’s adventure revolves across the definition of beauty. Despite being an idea
it talk over with daily, defining beauty may be challenging. The major element the agency
goes to verbalize concerning pertains to the beauty industries purposeful obsolescence. The
beauty project is based on built-up sequence which over the years has grown to be an
increasing number of short.

Value Proposition

Business model

It was founded by Charlotte Tilbury and launched in 2013, the task is to add “the influence of
makeup line and prove each woman how simple it is to appear and sense like the most
gorgeous versions of themselves”. Charlotte Tilbury products symbolize the vital role in
British glamour. Today, Charlotte Tilbury is a top international brand in the cosmetic
business, with broad product collection for face, eyes, lips and nails. Charlotte Tilbury has
created excellence cosmetic commodities for ladies of every age around the globe to flourish
like a standard brand amid wide-ranging collection of commodities of better-excellence and
exclusive colour offerings entirely modified on the way to ensemble every skin tone
(Pangriya and Singh, 2020).

Mission Statement
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The Charlotte Tilbury seek to redefine the manner women sight freely fashion styles by
creating a high-quality produce and lavish makeup experience by creating a influential
product that encourages female empowerment by glorify women’s accomplishment.

Strategic Objectives

The most important aim of Charlotte Tilbury is to form valuable brand, as the trendy
cosmetic industry is so competitive, it is important that the Charlotte Tilbury launch a brand
that clients will unite with. After opening lucratively for years, the foremost plan to boost the
company reputation and to offer excellent deal to their clients.

Target Market of Charlotte Tilbury

Charlotte Tilbury the mainly admired brands and its target market are determined mainly on
ladies age among 15 to 50 which include ladies from every background. Lately, the brand
turns out to be further fashionable for ladies of every races and colours. Mostly the teenagers
during the age of 16 begin buying makeup stuffs; this age becomes generally the targeted
strategy (Cruz, 2021). The brand has created wide range of products flawlessly used by every
single woman on the earth.

Marketing Mix of Charlotte Tilbury

Marketing mix is a representation that focussing on the actions concerned while advertising a
brand’s product meant for the function of promoting sales as well as getting hold of
audiences. The purpose of signifying the “mix” is to guarantee that a brand’s efforts are
engaged on top of the accurate “mix” of actions will authorize it to successfully gather its
requisite revenue target.

Product Strategy of Charlotte Tilbury

Charlotte Tilbury’s target market mainly concentrating on the teens between the age of 13-30
with a following prominence on 9 to 5 working mothers. Lots of makeup lovers admire this
brand while they are straightforwardly presented and could be selected as of their broad
variety of products. It is one of the top leading beauty brands in the world with product range
designed for different face shapes, colours, and sizes (Al-Imamy, 2018). In this competitive
marketplace, it launches of new releases and is crucial for Charlotte Tilbury to move towards
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its product beginning from various diverse angles to gain the appropriate benefit larger than
its competitors.

Price Strategy of Charlotte Tilbury

Charlotte Tilbury’s pricing method flow toward effectively supposed for the group in
together product and performance. The pricing method makes use of standardized expenses
for all merchandise which inspires product, label and logo and client’s loyalty (Szalaty and
Derda, 2020). This method has ended in incredible increase for Charlotte Tilbury, it has its
roots in a mindset that emphasizes price for all customers - it’s simply persons who can
approach up with the currency for it.

Promotion Strategy of Charlotte Tilbury

Charlotte Tilbury promotes its brand by digital and traditional ways, both advertising and
marketing types helped company build up their loyal customers and increases the brand
reputation as well as brand recognition among ladies. Charlotte Tilbury’s relies on digital
marketing for its brand promotion and digital content on stage such as IGTV- websites whilst
the brand also relies on magazines, newspapers advertising, and broadcast media.

Marketing Strategy of Charlotte Tilbury

Charlotte Tilbury’s marketing strategy involves collaborations, brand ambassadors,

sponsorships and expensive digital promotions. A person wants to feel how they look and
seen by other after applying makeup and if they head outside in the world and feel confidence
this is where Charlotte Tilbury’s come into the play with their marketing strategies. The
beauty and cosmetic industry developed a great opportunity by being an industry leading
brand that helps in delivering products as nearly as to the client’s attraction. The Charlotte
Tilbury is promoted by well known superstars and worked with them over the years the stars
like Kate Moss, Kim Kardashian, Gigi Hadid, and Cara Delevigne (Johnson-Hunt, 2020.).

The Challenges faced by the company

The companies increasing reputation hides many challenges it’s always been a competitive
market and the cosmetic industry face major issues in regarding the transparency and
sustainability of the products. The cosmetic industry faces many challenges in which the one
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of the foremost challenge is the using of chemicals in the cosmetic products, for the people it
has been the main concern, now people started avoiding the use of chemical based product
and started using the eco-friendly natural products.

Transparency and Sustainability

The beauty and the cosmetic brands are struggling due to the increasing in the public
awareness for reducing the use of plastics, worker exploitation, animal testing, chemical use,
water pollution, and the palm oil. People want to use the products which are true to their
labelling and which are not harmful in anyways; in many cases the company adapt the
products just to remain faithful to the client’s desires. People want visibility and a clear
labelling; they want clarity that the products they are buying and using are true to the nature
and the ethics.

Online and Offline

The world is increasing digitally and for most of the people online shopping for beauty and
cosmetics is difficult. However the store still an important part in this market, people like to
try out the makeup products and explore the shades by trying out in the store and then buy it.
The cosmetics industry has invested digitally and on online sites, but the online stores can’t
replicate the outcomes of experimenting cosmetics in the store.

The Skincare Growth

The skincare routine now is in trends; people are obsessed with the natural beauty skin and
the glowing skin, and the skincare routines are spreading to the rest of the world. People get
educated to boost their skincare routine and the skincare products industry rapidly pacing
towards the top in that case the cosmetic industries facing a major competition in the business
industry. The people are now dedicated to the natural chemical free products which are good
for the skin and nature as well. The cosmetic industry facing a downfall issues because of the
many negative outcomes came after using cosmetics which even destroy the skin in many
ways.

The pace of new product development

By constantly changing consumer’s demands and the increasing number of competition

around the globe, different countries has different laws and if the global brand is launching
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the product elsewhere the company faces issues of being approved by the market. The price
comparisons should be done by the company as the different countries has the different
currencies by that the products price in one country can be normal but in the other country
prices can be really high by which it will be difficult for the people to purchase at the normal
range.

Labelling and the cost of compliance

It takes hard work to build the brand reputation and create brand guidelines that clients
associate with involving the packaging of the product and the design of the product. In the
cosmetic industry if the packaging is attractive then the customers will automatically get
attracted to the product. Most brands launch the products in the different countries at the
same time; brand consistency becomes significant it can influence the yes or no decision.

The specific regulation of each countries demand extra information on labels based on
regional laws, cultural and language requirements that in most cases it is hard for cosmetic
industries to implement a different packaging for different country. Identifying risks attached
with non-compliance and minimal strategy to steer through country specific regulations is a
major for regulatory teams in cosmetic industry.

Effectiveness in Cosmetic Industry

The cosmetic industry seems to take all the advantage in the market sector, by increasing
social media marketing and advertising the cosmetic industry jump to the top in the coming
years.

Creating excellent customer experiences

The excellent customer service is the main advantage, offering instructions on how to apply
the makeup and helping out the customers choose the products the best ones to match the
client’s skin tone and type gives a choice to build up the customer loyalty. Encouraging the
clients to feel confident about the way they look after applying the makeup and the customers
send the referrals for trying out the cosmetic brand.

Advertising and marketing

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The cosmetic brands present unique features, such as creating organic products or advertised
by celebrities which attract larger audience since publications and websites are the key source
for launching the new product. If the cosmetic industry is looking for a extra help then the
social media bloggers are there to help the brand reputation go up; Nowadays people follow
the fashion blogger and influencers on social media which is the best source for the brand to
advertise in the easiest way and the increasing brand awareness is equals to increasing the
sales (Cruz, 2021). Marketing promotions are extremely crucial for Charlotte Tilbury; they
engage in recreation in creating brand consciousness, in revitalising the brand as well as
increasing the brand loyalty.

Easy to demonstrate

The cosmetic brand is all about how the packaging and product’s design looks and how it
works on someone’s skin. The profit of this is it’s simply to showcase the product in different
ways, like the unique packaging of products and the reviews of the customers using the
product and the pictures of before and after applying the makeup product. The pictures can
occur on social networking sites, television, ads, websites etc.

Limitation of cosmetic industry

With an appealing packaging adopted by cosmetic industry to increase sales of the cosmetic
products, the cosmetics have become the main part of women lives, consumers, who prefer to
use cosmetic products, which are handy and easy to use while attending meetings, or while
going on a date or travelling. But there are some limitations using the cosmetics products:

Lack of global regulatory knowledge

The top global cosmetic brands are in different regions, commercial plans for new launch are
dropped in the board rooms when regulatory challenges are created for diverse markets of
awareness. It’s necessary for the industries to increase a comprehensive perceptive of
regulations in other countries of concern to integrate with the commercial plan. It would
permit superior time for product launching and development whilst also working on the
regulatory issues that might potentially affect the timelines.

Expensive
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Building up the brand reputation and loyalty is very costly. Particularly, the bigger the brand
the higher the price it will get. The cosmetic brands are costly which most people can’t afford
it; the products should be of minimum range which could be available for the people who
can’t afford expensive products.

Difficult to maintain

The companies brand identity is not always easy to maintain, it’s because of changing
customer preferences, product or company expansion. The brand must choose marketing
channels cautiously by which it doesn’t affect the brand identity in negative way.

Complex

The brand process of building its identity is complex; it’s especially accurate for company
that provides a wide range of products and services. The method involves extensive research,
including competitive audit, market research and a clear branding strategy. Moreover, when a
consumer intimately identifies the brand, then the brand identity became successful. This
only became possible when the brand is able to fulfil the customer requirements and
preferences. The brand has to ensure that the brand identity is associated with and related to
its clients (Lortie et al. 2021).

The proposed solution

The brand perhaps is a most expensive asset, and creating a stronger brand is the major task.
It is a process of developing and reinforcement the qualified services brand.

 First is reaching the brand tactic accurate and aligned through the industry objectives.
 Next is building every single one tool the company will require to commune with brand, the
attractive logo, creative tagline, and the website.
 This stage is reinforcement of the recently urbanized and modernized brand.
 Identify all target customers, in which research displays that elevated growth, sky-scraping
profit industries are focussed on maintaining target clients, the more diverse target clients,
the more good marketing efforts will be.
 Building the brand positioning, a positioning statement might be beached in realism, since the
brand boast to distribute what the brand assure the audience. It might be little inspirational
which will attract the larger audience.
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 The target customers mainly involve prospective clients, likely employees, referral sources or
the former influencers and possible partnering possibilities. Whilst the brand positioning is
same for all the audiences, each one of the consumers will be fascinated in diverse aspects
of it. The message of every consumer would highlight the mainly exact aim; diverse clients
have precise considerations that should be communicate.
 The brand reputation is must the digitally developing the content marketing strategy should
be up to date; the company should focus on updating audience with their regular content
marketing. The brand strength is only driven by two things which is reputation and
visibility, and the content marketing increases both reputation and visibility (Gonzalo et al.
2020).

Developing a Minimum viable product (MVP)

The launch of the product is an effective approach and the good method of product
validation, is to give the product in the hands of the clients and have the clients to start using
the products (CRADDOCK, 2020). Then receive the feedback and make the improvements
based on the customers review. One way of getting secure feedback is to provide clients the
minimum viable product (MVP). Collect the feedback which would enable the brand to build
a better quality product that would echo to the future clients.

Using the Minimum viable product (MVP)

If the company is to build a revolutionary brand, aspiration features must involves the ability
to produce attractive packaging, then it enables to build up the audiences across the market.
The MVP approach is used because if the company is making a mistake then quickly release
iterations which would help in learning from the mistakes the company made. The MVP
strategy does not reduce the understanding the marketing troubles or prioritizing necessities.
It includes addressing, producing the product and releasing fewer products which are
necessities at that time. The main form of product validation is reality validity, once the client
started using the product in the day to day life, and then the audience would be able to
provide the positive feedback of the product (Louridas et al. 2017). Those clients who could
see ahead of the features that presently live would offer the most value to the brand. The
MVP strategy to product development, the company have to agree to the iterations, or else
the quality might never be completely fulfilled. The company’s team should improve a
exacting quality several times as the team learn about the product from the marketplace.
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Conclusion

Industries are adopting a mix of tactics to align with the company needs whilst staying
accommodating. The industry seeks out for external help from local consultants or regulatory
industries who have global presence to conquer the regulatory challenges whilst the
companies maintain the focus on commercial development. Charlotte Tilbury increased the
highest rate of audience friendly relationship with the consistent cosmetic range. The brand
has developed a exclusive marketing tactics that get the brand on top of the competition by
giving its clients the new innovative products that also keep the clients interested. With the
appropriate pricing strategy and marketing approaches, Charlotte Tilbury is on the top in the
competitive cosmetic industries. Beauty and cosmetic companies faces many challenges, the
digital market is increasing but the importance of the stores remains the same. The companies
must embrace the digital market, ensuring the social media as well as online shopping
options.
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References

Pangriya, R. and Singh, A.P., 2020. Automation in Retail: Modern Ways of Customer
Engagement. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(7), pp.10507-
10533.

Cruz, M.M.D., 2021. The effect of augmented reality on consumers´ intention to purchase

make-up products in online retail environments (Doctoral dissertation).

Al-Imamy, S., 2018. The effect of co-creation through exposure to augmented reality on

customer perceived risk, perceived trust and purchase intent (Doctoral dissertation,
University of Otago).

Szalaty, P.M. and Derda, I., 2020. “Revolutionizing Beauty Industry”: Co-Creation and
Customer Engagement for Brand Image Development. Case Study Research of a
Crowdsource-Driven Cosmetics Company Volition Beauty. International Journal of
Marketing, Communication and New Media, 8(14).

Johnson-Hunt, N., 2020. Dreams for Sale: Ideal Beauty in the Eyes of the Advertiser. M/C
Journal, 23(1).

Cruz, M.M.D., 2021. The effect of augmented reality on consumers´ intention to purchase

make-up products in online retail environments (Doctoral dissertation).

CRADDOCK, N., 2020. Using Strategic Science to Explore Ways to Foster Positive Body
Image through the Lens of Corporate Social Responsibility: A Mixed Methods
Investigation (Doctoral dissertation, Faculty of Health & Applied Sciences, University of the
West of England, Bristol).

Lortie, J., Cox, K.C., Kelly, S. and Bolivar, T., 2021. Two-Factor Learning for Launch: How
Entrepreneurs Can Increase the Probability of Positive Responses to Their Minimum Viable
Products. Entrepreneurship Education and Pedagogy, p.2515127421994788.

Louridas, P., Tsoukalas, G. and Mitropoulos, D., 2017. Minimum Viable Product.

Gonzalo, A., Harreis, H., Altable, C.S. and Villepelet, C., 2020. Fashion's digital
transformation: Now or never. McKinsey & Company.