...Assignment 3 Revlon for Men 1 Terika Slocumb November 18, 2012 Assignment 3: Revlon for Men? “Ubersexuals and the Changing Male Landscape” MKTG 510 Consumer Behavior Dr. Adina Scruggs Assignment 3 Marketing Strategy Revlon for Men 2 Revlon is a world leader in cosmetics, skin care, fragrance and personal care and is a leading mass-market cosmetics brand, alongside L’Oreal’s Maybelline and Procter & Gamble's Cover Girl. Their vision is to provide glamour, excitement and innovation through quality products at affordable prices. They have developed a long-standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (www.revlon.com). Truth is, men are very different to market to than women. Men are very focused and goal-oriented. According to Morgan (n.d.), career enhancement, ego booster, sense of competitiveness and attention and admiration from women are the motives behind the need for cosmetic products. Tying these existing needs for belongingness and esteem to men’s cosmetics will create demand for the brand. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete Product Line include convenient combo of a natural smelling three-step skin care; facial soap, cleanser and moisturizer, shaving products, deodorants...
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...1. Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line. Revlon is one of the world's leading cosmetics companies engaged in producing, marketing and selling cosmetics, skin care products, fragrance and personal care products. It owns several world-famous brands (Datamonitor, 2006). Revlon’s works hard to provide beauty, excitement and innovation through quality products that are affordable to their consumers. They have developed a long standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (Datamonitor, 2006). Consumers make purchases not only because they like a particular product, but because they are trying to find a solution to a problem. Products are designed to equip consumers with the totals they need to satisfy their problems. In the case of men’s cosmetics, Revlon would need to identify motives that would make men want to buy their products such as; career enhancement, ego booster, sense of competitiveness and attention from women. Playing on these motives would allow Revlon to reach the male market. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete product line include convenient combo of a natural smelling three step skin care (facial soap, cleanser & moisturizer)’ shaving products, deodorants, skin cleaning and treatment products designed to hide...
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...Assignment 3: Case 3-6 “Revlon for Men? Ubersexuals and the Changing Male Landscape Sarah Bean Consumer Behavior MK510 Professor Kelly Bruning May 13th, 2012 Abstract The following essay will discuss the overall view of how the Revlon cosmetics company will market towards the male demographic. Traditionally, men are not the primary consumers of cosmetics, health and/or beauty products . The case demonstrates in more recent times that there are more male consumers of health and beauty products such as skin conditioners, body washes, colognes etc.. The essay will challenge the reader to utilize their critical thinking skills in regards to how Revlon will market their company to male consumers. Introduction The following essay will discuss how and utilizing what methods that Revlon will market to male consumers. Revlon is an American, cosmetics, fragrance and skin care corporation that was founded in 1932. The company is known for providing cosmetics, health, and beauty products for a variety of consumers. There are several divisions of Revlon that target different types of customers such as; Princess Marcella Bourghese is the upscale and international division, Moon Drops is the dry skin division, and Etherea is the hypo-allergenic division. Revlon is now concentrating...
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...Ad fourteen is a Revlon ad featuring a white man and an unseen woman who is behind the man and putting her hands on his face “seductively.” This advertisement is for nail polish, with the woman’s nails painted a glittery purple. The ad quotes Mikey Kay, “When a woman sparkles, she’s all I can see.” This implies that women are only desirable if they shine, that altering their physical appearance to gain the attention of men is a main goal they should achieve. This message is even more obvious when the ad says “Fascination is on.” Even if the woman is in the man’s blind spot, standing behind him, she does not seem like she is in the dominant position if the man’s satisfied smirk is taken in to account. The woman’s touch is gentle, not grabbing the man’s face or showing any other signs of her being in control. If the man and the woman swapped positions, then the man would definitely be seen as a domineering type, especially if the ad somehow shows that the man is taller than the...
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...Revlon Revlon is an American cosmetics, skin care, fragrance, and personal care company founded in 1932. ------------------------------------------------- History Revlon was founded in the midst of the Great Depression, 1931, by Charles Revson and his brothers Joseph and Joel Roberts, along with a chemist, Charles Lachman, who contributed the "L" in the Revlon name. Starting with a single product — a new type of nail enamel — the three founders pooled their resources and developed a unique manufacturing process. Using pigments instead of dyes, Revlon developed a variety of new shades of opaque nail enamel. In 1937, Revlon started selling the polishes in department stores and drug stores. In six years, the company became a multimillion dollar organization. By 1940, Revlon offered an entire manicure line, and added lipstick to the collection. During World War II, Revlon created makeup and related products for the U.S. Army, which was honored in 1944 with the Army-Navy "E" Award for Excellence. By the end of the war, Revlon was listed as one of America's top five cosmetic houses. Expanding its capabilities, the company bought Graef & Schmidt, a cutlery manufacturer seized by the government in 1943 because of German business ties. This acquisition made it possible for Revlon to produce its own manicure and pedicure instruments, instead of buying them from outside supply sources. In November 1955, Revlon went public. The IPO price was $12 per share, but it reached $30 per...
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...with a chemist named Charles Lachman, founded Revlon (Revlon 2014). The company began by making a single product which was a unique type of nail enamel. Revlon is now an international corporation with a multi-million dollar net income. Cosmetics, hair care, skin care fragrances, deodorant/anti-perspirant, and other beauty care products are Revlon’s key products. Its products are sold in approximately 150 countries and six continents (Revlon 2014). The company operates in North America, Asia Pacific, Europe, Middle East and Africa (AMEA), and Latin America. It is headquarted in New York City, New York and employed approximately 6,900 people as of December 31, 2013 (Revlon,Inc. 2014). Market penetration strategies, developing new products, utilizing market development strategies, building its strong brands, expansion by introducing new consumer preferred products, and existing franchise extensions, are all part of the alternative corporate growth strategies used by Revlon. These strategies are the key element of the organization’s success. Sweden is a country in which Revlon could capitalize from strategically entering into the market and continuing its present consistent growth. Company profile and analysis The current president and chief executive officer of Revlon, Lorenzo Delpani since November 2013, states that “2014 was a year of significant change and transformation, resulting in strong growth for the Revlon business” (Revlon 2014). Highlights of 2014 financial performance...
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...“COMPARATIVE STUDIES BETWEEN LAKME AND REVLON WITH THE REFRENCE OF THEIR PRODUCTS” under the guidance of Mrs. Aparna Porwal. After completion it successfully in the fulfillment of requirement for the award of degree of bachelor of business administration of “Aryan institute of management of computer studies”. I WOULD LIKE TO THANK MY PROJECT GUIDES, ALL THE FACULTY MEMBERS. FOR THIS APPROVAL & ALSO FOR HER VALUABLE GUIDANCE & SUPPORT IN COMPLETING MY PROJECT OF COMPARATIVE STUDIES BETWEEN LAKME AND REVLON. LAST BUT NOT THE LEAST I WOULD LIKE TO EXPRESS MY SINCERE THANKS TO THOSE WHO DIRECTLY & INDIRECTLY HELPED IN THIS PROJECT. CONTENTS ➢ Introduction ❖ Brief overview of marketing strategies. ❖ Company Profile of Lakme ❖ Company Profile of Revlon ➢ Various Marketing strategies adopted by the two Company along with product profile ➢ Objectives of the Study ➢ Research Methodology ➢ Data Analysis & Interpretation ➢ Suggestions and Recommendations ➢ Summary & Conclusion ➢ Appendix ❖ Questionnaire ❖ Bibliography INTRODUCTION Within a short span of the last five-six years, the use of cosmetics by Indian consumers has increased significantly with more and more women and men taking greater interest in personal grooming, increasing disposable incomes...
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...Cosmetic Products Available In The Bangladeshi Market Course: Cosmetology (PHR 322) Faculty: Professor ABM Faroque Submitted by: M. Mahfuzur Rahman ID: 081420046 Department of Pharmacy, NSU Products for Women | |Product Name |Product Category |Purpose of use | |1. |Garnier® Fructis Triple Nutrition Dryness Reversal Treatment |Hair Care |For nourishment, softening & smoothing | |2. |Garnier® Fructis Color Shield |Hair Care |For long-lasting vibrancy and extra softness | | |Instant Color Sealer | | | |3. |Garnier® Fructis Long & Strong Conditioner |Hair Care |To strengthen & protect longer hair | |4. |Garnier® Fructis Style Sleek & Shine Thermo-Sleek Non-Aerosol |Hair Care |To nourish and facilitate blow-dry | | |Spray | | | |5. |Garnier® Fructis Style |Hair Care |To create new volume without weighing...
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...Pertanyaan 1 Mengembangkan strategi pemasaran untuk Revlon untuk memasuki pasar kosmetik pria dengan lini produk yang lengkap. Revlon adalah pemimpin dunia dalam kosmetik, perawatan kulit, wewangian dan perawatan pribadi dan merupakan pasar merek kosmetik massa terkemuka, L'Oreal bersama Maybelline dan Procter & Gamble Cover Girl. Visi mereka adalah untuk memberikan glamour, kegembiraan dan inovasi melalui produk-produk berkualitas dengan harga terjangkau. Mereka telah mengembangkan reputasi lama sebagai trendsetter dalam dunia kosmetik, perawatan kulit, aroma, dan perawatan pribadi. Strategi Produk Konsumen membeli kepuasan motif atau masalah solusi BUKAN produk. Dalam kasus kosmetik pria, peningkatan karir, ego booster, rasa saing dan perhatian dan kekaguman dari wanita adalah motif di balik kebutuhan untuk jenis kosmetik. Kata-kata Charles Revlon (Mantan Kepala) ... "Di pabrik kita buat kosmetik, di toko kami menjual harapan" ... menunjukkan bahwa Revlon berada di jalur yang benar. Mengikat kebutuhan ini ada untuk afiliasi (rasa memiliki) dan harga kosmetik pria akan menciptakan permintaan untuk merek. Kehalusan dan kemudahan adalah beberapa atribut produk yang peneliti menemukan menjadi penting bagi konsumen laki-laki dalam membeli dan bereksperimen dengan kosmetik. Lengkap Product Line meliputi combo nyaman berbau perawatan kulit tiga langkah alami (sabun wajah, pembersih & pelembab), produk Mencukur, deodoran, kliring kulit & perawatan produk yang...
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...Opinion | Life & Leisure | Mgmt & Mktg Advanced Search RSS Content Guide Follow us on | Technology | BS Products Section Home | Guru Speak | Management | Marketing | Strategy | Kit | the strategist | Columnists | BSchools | Books & Ideas | People & Careers Home > Mgmt & Mktg Live Markets | Commodities Text or company name Keyword Go Email this Facebook Twitter Share 1 Print this Maybelline seeks to crack the beauty code Nielsen data show that the L?Oreal group brand is fourth after Lakme, Elle 18 and Revlon. Can it break into the top three? Viveat Susan Pinto / Mum bai Apr 09, 2012, 00:13 IST Ads by Google Submit Your Resume : 2-10 years Exp. Salary 3-15 Lakhs. To Apply, Register on Shine.com Now Shine.com/Pharma_Jobs It began with a provocatively titled headline — WTF — in January this year. But by the end of it, Women Take Forever (or WTF) was the most popular topic on Facebook and Twitter, with men as well as women voicing their opinions on the subject, even taking potshots at each other whenever the opportunity presented itself. This, however, was just part of what Maybelline New York, the cosmetic brand from French major L’Oreal, had in mind for its new Clearglow Bright Benefit or BB Cream — a product that combines the benefits of a foundation, sun block and moisturiser. Dare To Go Nude was the next part of this campaign, which was nothing but the launch phase of the BB Cream, where Maybelline was effectively providing a solution...
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...| Revlon: Case Study analysis | BUS 490 Comprehensive Examination: Strategic Management :: Online | | | 3/16/2012 | Table of Contents Introduction 3 Mission Statement 3 Vision of the Company 4 External Assessment 4 Technological trends 4 Demographic trends 4 Economic Trends 5 Political and legal constraints 5 Sociological factors 7 Global trends 8 Industry Analysis 8 Competitor analysis 9 External Factor Evaluation (EFE) Matrix 10 Internal Assessment 11 Company organizational structure 12 Personal policies and management 12 Operational production capacities and policies 13 Financial stability (common ratios and measures) 14 Ratio Analysis 15 Leadership and organizational behavior, corporate culture, etc 20 Marketing 21 Ethical/ legal issues 22 Management information systems and research and development 22 Patents, Trademarks and Proprietary Technology 22 The Internal Factor Evaluation (IFE) Matrix 23 Strategy Formulation 24 Strategic solutions 30 Timeline for Implementation 32 Consequences 33 References: 34 REVLON: CASE STUDY ANALYSIS INTRODUCTION Introduction Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-persiparant/deodorants, and beauty care products company. Revlon case is a comprehensive strategic management case that includes 2006 and 2007 financial statements, competitor information, internal factors, future outlook and more of Revlon Company....
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...Industry Assessment - Part 1 Cosmetics Industry Riley Bell Alexandru Colita Nicholas Gonzalez Derek Morin Yuan (Amy) Zhang MGMT 390: Industry Analysis Projects Norine Webster University of British Columbia Okanagan February 14th, 2014 Table of Contents 1. Executive Summary……………………………………………………………………….2 2. Industry Description………………………………………....…………………………….3 3. Value Chain……………………………...………………………………………………..5 4. Relevant Features/Factors for the Industry ……………………………………………….7 5. Porter’s Five Forces ………………………………………………………………………9 6.1. Competitors and Level of Rivalry ……………………………………………………………………...9 6.2. Suppliers and Relative Power…………………………………………………………………………10 6.3. Buyers and Relative Power …………………………………………………………………………...10 6.4. Possible New Entrants, Barriers to Enter and Exit, Threat of Entry ………………………………….11 5.5 Substitute Products, Barriers to Switching, and Threat of Substitutes………………………………...12 6. Financial Ratios………………………………………………………………………….12 7. STEEP Analysis………………………………………………………………………….16 7.1. Social/Cultural Factors…………………………………………………………………………………16 7.2. Technological Factors…………………………………………………………………………………..18 7.3. Economic Factors………………………………………………………………………………………19 7.4. Environmental Factors………………………………………………………………………………….20 7.5. Political Factors………………………………………………………………………………………...20 8. Significant Drivers……………………………………………………………………….20 9. Key Success Factors……………………………………………………………………...
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...Project Team: Seema Rao Rajendra Sonade Ashish V Gupta Batch: SMP09 Branch: Vashi Contents LAKME Overview...................................................................3 MARKET SIZE .........................................................................5 MARKET SEGMENTATION .....................................................7 CONSUMER BEHAVIOR TOWARDS LAKME ...........................8 POSITIONING.......................................................................11 COMPETITION BRANDS.......................................................12 MARKETING STRATEGIES BY OTHER BRANDS .....................13 CURRENT MARKET STRATEGY.............................................23 REFERENCES:.......................................................................29 LAKME Overview India, with a population of nearly a billion people, is a country of contrasts. India's urban population is the main engine that fuels the demand for various cosmetic products. Although Indians are strongly attached and committed to their traditions...
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...Freshyl de Galicia Prof. Pagaduan MBA Principles of Marketing REVLON, INC Viewpoint: CEO David Kennedy Time Context: 2007 I. Statement of the Problem: How will Revlon recover from its financial loss? II. Statement of the Objectives: a. To identify the most efficient way to market the products. b. Improve the sales III. Areas of Considerations Strength Weakness Opportunities Threats 1. First international color cosmetics brand to be launched worldwide 2. Formed a collaboration with many firms which helped expand in India 3. Endorsed by popular artists in USA 4. Good quality products 5. A global brand name with association with many international celebrities 1. Many players in the market restrict market share 2. Brand penetration is mostly in the cities 1. Non-traditional promotional activities 2. Collaborate for the networking based model in India which might help increase reach in India • 1. Lots of local competitors 2. Changing preferences of customers IV. Assumption • They have been erroneously allotting big amount of money for the advertising expense. • They should modify the strategic marketing that they have. • Since they are already a established brand in the market. They should be able to penetrate all levels. • They have allotted a big amount for their social responsibility. V. Alternative Course of Action: 1. Cut down the amount allotted for their social responsibility. 2. Cut down the cost...
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...Contrast Analysis of Two Advertisements Zihao Wang Goldey-Beacom College Introduction Advertising and media are part of everybody’s everyday life, with or without them realizing. Each day we see adverts on the television showing us new lifestyles that look glamorous, we hear adverts on the radio, we see slogans emblazoned on people’s clothes, on the side of buses, on billboards, everywhere. Big companies know that they need to make their product appeal to as many “niche markets”as possible and they do this by “audience segmentation”. This is when companies make an advert so that it would appeal to one type of person, and then another advert for the same product but for a different type of person. Although it is hard to know exactly when there target audience will be watching, companies will spend lots of money researching. With the extremely wide variety of channels now to choose from it makes it easier for advertisers to be specific about who sees it. For example children stations such as “Nickelodeon” are packed with adverts for toys and games as the majority of their audience is under 12. But stations such as “The Cookery Channel” that have an older, mainly female audience use adverts for perfumes, clothes, holidays. It is essential for adverts to be eye-catching and stylish because they are in competition with all the other adverts for similar products. Anything from catchy jingles, to horrific scenes are used in advertising. The first advert to be analysed...
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