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Overview of Company
Revlon was founded in 1932 by Charles Revson, who revolutionized the
cosmetics industry by introducing nail enamels matched to lipsticks in
fashion colors.
Over the years, Revlon has built a strong heritage in color and in novation
and, today, has leading market positions in a number of its product
categories in several key countries around the world.
The Companys products are sold worldwide and marketed under such brand
names as Revlon, including the Revlon Color Stay, Revlon Super Lustrous,
Revlon Age Defying, Revlon Photo Ready and Revlon Color Burst franchises;
Almay, Sinful Colors and Pure Ice in cosmetics; Revlon Color Silk in womens
hair color; Revlon in beauty tools; Mitchum in anti-perspirant deodorants;
Charlie and Jean Nat in fragrances; and Ultima II and Gatineau in skin care.


Natural vs. Organic cosmetics
Both natural and organic cosmetics consider
ingredients based on plants and animals source
but in case of organic cosmetics the ingredients
had their origin organically.
As per COSMOS (UK) standard at least 20% of
the total product must be organic (cosmos)
whereas
As per National Organic Program regulation in
US, to use organic in the label of a product at
least 70% of the product must be organic.




Market Summary
SWOT analysis
Product Offering
Distribution

















Situation Analysis


Market Summary : PESTLE
Political : Basic raw materials used in the organic cosmetics like
cocoa butter, olive oil, jojoba, aloe Vera etc. often imported from
different countries. Political issues and regulations in the importing
and exporting countries can affect the availability of these raw
materials.
Economic :
UK: In UK, growth in natural & organic cosmetics market slowed to 8 %
USA: In U.S growth rate was only 2 %.
Social: people are continuously attracted towards organic products.
half of the adults believe that natural cosmetics are better for skincare
beingree from chemicals whereas 17 million adults consider these
cosmetics as environment friendly


Situation Analysis (Cont)


Technical: Innovation in organic cosmetics raises questions of
health safety for the consumers. technology is also playing important
role in marketing of the cosmetics in general with virtual makeover
possibilities
Legal:
UK: organic cosmetics should also adhere to EU REGULATION for
COSMETIC PRODUCTS- European Directive 76/768/EEC.
REACH which mentions the chemicals to be or not to be used in
cosmetics.
USA: National Organic Program (NOP) regulation, 7 CFR Part 205
is the regulatory body for organic cosmetics (National organic
Program n.d)
Environmental: Organic cosmetics attract people for its eco-
friendly ingredients. Animal testing has been banned both in UK and
US. Deforestation should be considered while sourcing the raw
materials.



Situation Analysis (Cont)


SWOT analysis





Situation Analysis (Cont)
STRENGTHS
Consumer attitude
Regulation
Brand Value

WEAKNESSES
Consumer perceived value
OPPORTUNITIES
Market growth
Demography

THREATS
Competition



Product Offerings

The product line will have the following 4 products:
1. Organic Glam cream based make up foundation
2. Organic Glam cream based 24hr lipstick
3. Organic Glam cream based eye shadow
4. Organic Glam voluminous mascara




Situation Analysis (Cont)


Distribution

Revlon sells its products through chemist shops like
Walgreens, super markets, cosmetics retailers etc.,
Walmart Stores is Revlons largest customer in USA while Boots
is the most important customer in UK
Organic glam products will also be sold through Revlons
website and in other online retailers like drugstore


Situation Analysis (Cont)



Objective
Target Market
Positioning
Strategies


Marketing Strategy


Objectives
1. Market share should achieve at least 5% in next 2
years.
2. As the focus is more on market share, profit is
limited to achieve break even in each of next 2 years.
3. Revlon should achieve a brand image of average
priced good quality organic products.
4. The ROI for each of next two years is set as 10%



Marketing Strategy (Cont)
Target markets
Geographic segmentation:
Europe: UK
North America: USA
Demographic




Marketing Strategy (Cont)
Target markets
Psychographic







Behavioral



Marketing Strategy (Cont)

Positioning: Based on this analysis a positioning map is plotted
with two dimensions as quality and price.





Marketing Strategy (Cont)


Strategies
Product




Marketing Strategy (Cont)
Products Features



Organic glam
foundation

An organic ingredient like cucumber, sandal, and calendula gently protects the skin
with moisturizing effect.
Cream based formula from cocoa butter and jojoba oil smoothly spreads on the skin
giving a bright clarified effect. No paraffin used.
Comes in 3 skin tone-wheat, dark and beige.



Organic glam
lipstick

Organic ingredients like mango butter and virgin coconut oil keeps the lip
moistened and stays for long
Mild strawberry flavor
Comes in 3 colors- light brown, sober pink, naughty red


Organic glam
eye shadow

Organic beeswax and cocoa butter moisturize and nourishes eye are
Comes in stick for easy apply
Plant and flower based 4 colors-light pink, dark pink, light green, dark green


Organic glam
mascara

Organic Shea butter moisturizes eyelashes and beeswax gives defined look.
Sweet almond oil nourishes the lashes
Comes in two shades- black and deep brown


Strategies
Price




Marketing Strategy (Cont)


Strategies
Distribution



Marketing Strategy (Cont)


Strategies
Marketing Promotion


Marketing Strategy (Cont)




1.Define the problem
2.Develop the research plan
3.Collect the information
4.Analyze the information
5.Present the finding
6.Make the decision


Marketing Research


1.Define the problem
Define the problem: The marketing manager and
researcher agreed to define the problem about price, style,
advertising color and how to use.
Set specific research objective: Now management
and marketing researchers are ready to set a specific research
objective on their price, style, advertising, color and how to use
compare with other company of cosmetic.
Develop product and news market: Not only set
specific research objective company also develops their product
and find market to get more and more customer also improve
their brand.


Marketing Research (Cont)


2.Develop the research plan :
Data Sources
Research Approaches :
Observation research
Ethnographic research
Focus group
Survey research
Behavioral data
Experimentation research
Researches Instruments
Sampling Plan
Sampling unit
Sample size
Sampling procedure
Contact Method:


Marketing Research (Cont)


3.Collect the information: For this step is use lot money and prone error
because if collect wrong figure make risk to company, So Revlon
company always carefully with this step to save cost and time for
analyze.
4.Analyze the information: After get all reason and collect all data from
survey the market researcher enter all data to their system for analyze
the quality of their product, service and price compare with competitor
company how it look like and how to improve more and more better for
weak point .
5.Present the finding: When analyze the information ready the market
researcher report to their marketing manager and general manager
about result their have survey and how to improve they style of
packaging, color and introduction of usage.
6.Make the decision: Finalize of marketing research marketing
manager and general manager also whole company decide to create
more style of packaging, color and add the introduction step how to use
product in box.


Marketing Research (Cont)

IV. Conclusion
The plan has been developed based on Revlons capability and
marketing research. Proper monitoring of the plan is needed to
launch Organic glam successfully in the market.
V. Recommendation

Previous research has shown that although the cosmetics
company Revlon diagonals , however , there were some
cosmetics company Revlon to be supplemented :
Cosmetics company Revlon should maintain stability of earnings
and the profitability of its business to obtain a Profit , which may
increase Their business anymore .
Cosmetics company Revlon to expand its business and profit to
increase its revenue every
Every year .
Cosmetics Revlon quality products to customers to rely on their
products .

Reference
BioFach (2011)
Bird,Katie (2008)
Cosmetics business (2010)
COSMOS (2011) Cosmetic s organic and natural
Kotleret. al (2009) Marketing Management
Edinburgh: Pearson
Marketing management (2010) Revlon and Maybelline
cosmetics
Mintel (2010)
National Organic Program n.d
Shea By Naturen.d Common Cosmetics Raw material



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