Marketing Mix of Cosmetics

23. If a company produces a uniquely formulated anti-ageing face cream targeted at women above the age of forty, which of the following competitive strategies is it following?

Advertising is not only used to sell products, it also affects the ideas of who we are. Each and every day we are induced to believe that we must spend money to attain an ideal

The average United States Citizen views about 5000 advertisements a day (Johnson). Advertising is everywhere. Billboards on the way to work, ads on the internet, and paper products such as magazines or newspapers display a sale or a promotion of a good or service. Usually, the ad will give a brand or company name, and uses the product’s merits to draw the consumer closer. This has grown exponentially as advertisements in media in 1970 were estimated to be 500 a day, a ten percent increase in the last 48 years. (Johnson). This is due to the rise of technology, as the computer has become a household gadget within the new millenium. These advertisements are meant to give a synopsis of the product or service’s purpose, quality, and efficiency. If a consumer views 5000 advertisements in a single day and assuming the commercials do not repeat, 5000 goods or services are introduced. With more options to choose from in such little time, the consumer has a harder time differentiating the quality and perhaps necessity of the product. The marketers rely on the quick, impulsive decision making of consumers. With the misleading nature of many infomercials or radio broadcasts, the people of American society are bombarded with constant propaganda, thus making seemingly harmless promotions more potent to filling industries’ pockets and lessening the common population’s

BYS targets the tween and early teenage female market, tweens make up large proportion of the market and are highly sought by the cosmetic industry due to their beliefs, which as suggested by Hair, McDaniel and Lamb (2014, 144) includes a growing need to remain a kid with the inclusion of having the fun of a teenager correspondingly tweens aim to look more mature at a younger age. BYS would target the ages between 12-15, these females would have a low income; from either pocket money or a low paying causal job, they would still be living at home with their parents and attend school and have active social lifestyle. The consumer would have a pursuit to be fashion and appearance savvy, from circumstances such as maturation or peer/ social pressures or alternatively they may hold a keen interest in beauty and cosmetics. BYS would form a basis on usage segmentation as it focuses on consumer actions rather than that of intentions, opinions and attitudes (Sarel and Marmorstein 1996, 39)

Throughout history, advertising has played a significant role in consumerism, politics, and much more. By the 1920’s it had developed into a major aspect of daily life for Americans, determining everything from their hygiene habits to their meals. Despite this having been almost one-hundred years ago, there are many similarities, but also many differences in the advertising industry today.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

The typical person looks at 3,000 ads every day or more, as professors teaching our students to understand marketing principles, and how to communicate more effectively. With an audience, we have to face the reality of the advertising world today and understand that the examples we face today are fairly commonplace. Buying the product of interest will bring us happiness, popularity, status, prestige or any number of other outcomes that are certainly better than where we find ourselves. “The FTC Improvement Act of 1975 expanded the Federal Trade Commission regulatory powers over unfair or deceptive acts or practices this ensured that companies would make truthful claims about their products ,these claims are often measurable and objective” (Thorne,

Most celebrity endorsements will effect teens and children along with the very impressionable tweens who are “… ‘in-between’ teen and children” (Schor). Many product are pushed to tweens the process is even called “tweening” which is when “…teen products and entertainment is (targeted to) ever-younger audiences” (Schor). One product that is very commonly pushed to younger audiences is makeup. Every year it seems a younger age group is starting to wear makeup and makeup companies are using it to their advantage. The reason that most makeup companies use celebrity endorsements’ is because they know that it will draw in these younger kids to buy their

It’s especially effective in treating laugh lines, crow’s-feet, sagging jawlines, forehead wrinkles, and brow furrows. It can also lift sagging eyelids and diminish dark circles under the eyes. Overall skin tone is improved, as well.

The quest for beauty is an endless endeavour at all times. Despite the old saying cautioning us that beauty is only skin deep, billions of dollars is spent on skin care products every year for men and women, young and old alike. In this multi-million-dollar industry, every company tries hard to maximize their profit. One of the most common methods they apply is market segmentation.

Advertising has always been an important part of our society. The history of advertising can be traced to pre-modern history when it served an important purpose by allowing sellers to effectively compete with other merchants for the attention of clients in Ancient Egypt. From 1704 when the first newspaper advertisement was announced, it gradually grows into a major force in American society based primarily on newspapers and magazines (Ad Age Advertising Century, 1999). It not only helps to raise the target demographics’ awareness of issues, but also educate consumers with the benefits of the product. However, advertising cannot target a particular person before the emerging of World Wide Web.

“Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and

Second of all are cosmetic products very age-dependent. Therefore it seems logical to use that approach. However, there are also disadvantages: Other important factors may vary within

Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness.

We have chosen to build our strategy upon a focused strategy, since it allows a much more narrow approach towards the market segment. In this case we have chosen focused differentiation.