ANALYSIS OF MARKETING MIX ON COSMETICS
PRODUCTS
CASE STUDY: AVON COMPANY
ALEXANDRA PALADE
ABSTRACT:
This paper contains an analysis of the marketing mix followed by aSwot analysis of company Avon. It continues with a market research conducted among women in Brasov highlighting the attitudes, opinions and behaviour of women in Brasov on the acquisition and use of cosmetics product. The present paper analyzes the cosmetics market, the company Avon position in Brasovrsquo;s market, identifying the companyrsquo;s main competitors,population segmentation. After analyzing data from market research shows that most women,acquires cosmetic products from Avon company, the representatives role being extremely,important. Most women buy products through the catalogue, 77% of them using the products,every day, often buying the personal care products.
KEY WORDS:
marketing mix; personal sale; market research.
1. INTRODUCTION
This paper is making the analysis of the marketing mix of the company which is active on the cosmetics market. I have realized the case study about the company Avon Cosmetics Romania. I chose this company because it is one of the largest and well known cosmetics producers in the world, operating in direct sales system.
It is therefore, extremely important the role of the representatives, the way they act and persuade potential customers. Also the rapid growth and companyrsquo;s image on the market impressed me and made me tackle this topic.
In this paper I want to determine the position of the company in the Brasov market, to show the influence of the brand over the buying decision of the local women and to show the importance of the companyrsquo;s representatives. These are some of the objectives that I want to reach by realizing this scientific project.
Avon Company is present in whole world, in over 143 countries and it has over 3.7 millions of representatives. The company respects the international standards for the environment, so that its activity is not harmful for the environment. It was the first company that eliminated from its productrsquo;s composition the CFC gases (chlorofluorocarbons) – gases which are harmful for ozone blanket. Almost all packaging is recyclable.
The market target for Avon Company is situated in urban area and is represented by persons aged between 35 and 45 years old, with higher education, who are interested in cosmetics and who have medium and big incomes. They are strong,professional women, educated, independent, and interested in the way they look. These are persons who can appreciate better the products and are attentive to every detail.Another aim of this paper is to reveal the main competitors and to point out the clientsrsquo; satisfaction degree regarding product range complexity and product distribution process.
2. THEORETICAL ASPECTS REGARDING MARKETING MIX
2.1.Marketing concept
Marketing concept was founded in 1957 by Jhon B. Mc. Kitterick (CEO General Electric): ,marketing concept is the philosophy of consumer orientation,philosophy which implies integral and coordinated actions and reaching a certain goal (Lefter, et al., 2006, p. 25)”. The most basic concept underlying marketing is that of human needs.
Human needs are states of felt deprivation. Wants are the form human needs take as they are shaped by culture and individual personality. When wants are backed by buying power they become demands.
Marketing definition is based on the following concepts: needs, wants,demands, markets, change, transaction and relations, satisfaction and value, products,services and experiences (Kotler amp; Armstrong, 2004, p.8).
2.2. Marketing mix
Marketing is the art and science of selling. Ingredients for a good marketing (according to Philip Kotler) are the 4Prsquo;s: product, price, promotion and placement. An effective marketing program combines harmoniously all elements of the marketing mix. Marketing mix is the main instrument of the company for obtaining strong positioning on the concerned markets.
Product policy. The authors of the paper: “Marketing. Explanatory Dictionary” (Florescu, et al., 2003, p.537) define product policy as a decision adopted by manufacturing or commercial companies regarding the size, structure and evolution of the range of goods and services (Lefter, et al., 2006, p.375, 405). Product policy is often compared with “the heart of marketing”. It has a direct connection with the other elements of the marketing mix.
Price policy. Price is a market instrument and an index of the economic and social reality (Lefter, et al., 2006, p.449). Price is the only marketing mix variable which leads to profits, the others are generating only expenses and investments. Price is a very flexible element of the mix and it can be changed rapidly, unlike the product characteristics and the placement activity.
Placement policy. Placementrsquo;s role is to assure the necessary balance in the market primarily between demand and supply and between producers and consumers.Another role of the distribution is to streamline the buying – selling processes.
The advantages of custom sales are:
1.it allows maintaining control over the entire marketing process;
2.it reduces distribution expenses;
3.direct contact of the manufacturer with the consumer, it facilitates
market knowing;
4.supporting the factory brand;
5.controlling the price;
6.guaranteeing the quality of the sold products;
7.quality services.
The disadvantages of this type of sale are: usage of man y financial resources for trainings, human resources.
Promotion policy. Promotion should be seen as a key tool of the marketing mix. The way how the company combines the various promotion components in order to achieve goals, rises the
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