Belle Couleur Case Analysis
Belle Couleur, Garnier's line of permanent hair colorants, has been in the market for over two decades and is currently the market leader in France. The Belle Couleur line carries twenty two shades of hair color consisting mostly of natural and dark shades. The product is positioned as reliably providing natural colors and is advertised as ¡§natural colors, covers all gray¡¨.
SWOT Analysis
Strengths:
The biggest strength for Belle Couleur lies in one of its marketing mixes, price. Belle Couleur will be the only mid-priced product in the Dutch hair colorant market and will compete with the upper and lower priced brands. Moreover the price sensitive Dutch women are value shoppers and thus this aspect of the product will appeal to them. The market research indicated that the buying intentions of the women increased after the price was revealed in the test-use. The pricing of the product coupled with the price sensitive nature of the Dutch women will be the leading strength for Belle Couleur.
Belle Couleur¡¦s recognition of the constraints of the distribution channel and ability to respond to it would be another major strength. The main constraint in the distribution system would be the limited retail shelf space available to the numerous competing brands. The recent increased preference of retailers as the main choice of distribution for the several competing hair colorant brands has resulted in limited shelf space. So in order to accommodate the limited shelf space, Belle Couleur will introduce only fifteen shades of hair color in the Netherlands as opposed to twenty in France.
Weaknesses:
The most significant weakness for Belle Couleur would be the undifferentiated product that will be introduced to the Dutch market. Although the number of shades of hair color will be reduced to accommodate the limited retail shelf space, the colors offered will not be reformulated to cater to Dutch preferences. The colors available to the Dutch market will be those that have been specifically formulated for the French market. The problem lies in the differences in color preferences of the Dutch and French women. While the French prefer darker and conservative colors, the Dutch preferences lie at the opposite end of the color spectrum, preferring lighter shades. The market research indicated that buying intentions of the Dutch women decreased after the test-use because the color ¡§didn¡¦t cover gray¡¨ or ¡§was too dark¡¨. Moreover, competing local and international brands in the hair colorant market formulate their products to Dutch market preferences.
The transition to modern consumerism involved not just the introduction of responsible product formulation, but fundamental transformations of social behavior. Women were at the heart of this development in the cosmetic industry, and we will consider the contributions of two of them: Annie Turnbo Malone and Madame C. J. Walker. These women and their contemporaries paved the way for Estee Lauder and Mary Kay Ash in our time.
There is a consensus that hair types are another way that colorism–the preference for lighter skin‒permeates the community. Women with a 3b/3c hair texture have a loose, ringlet, or spiral curl pattern and are often praised and more widely accepted in comparison to women who have a 4b/4c texture with a coarser, kinky, or zig-zag curl pattern. This notion highlights how Eurocentric standards of beauty can still influence pro-black spaces like the natural hair community, but it also shows how there is a pressure within the black community to adapt and conform to whatever style or aesthetic is deemed as “acceptable” at the time. This is where the “good hair” controversy comes into play. Whitney Bellinger studied a group of young African-American women to talk about their sentiments towards their hair in her piece WHY AFRICAN AMERICAN WOMEN TRY TO OBTAIN GOOD HAIR. When she asked the group of women to describe good hair, terms like “long”, “silky”, “fine”, and “healthy” were commonly used (Bellinger 68). While these terms are not exclusive to one hair type or texture, it doesn’t specifically describe a kinky or curly hair type and in turn alludes to a favorability towards non-black textures. Also in the interview, the young women discuss how their mother 's decisions on hair styles growing up impacted their current hair preferences (Bellinger 69). There was a direct relationship between the women who had relaxers growing up and who are still relaxed, as well as the women who were natural growing up and are currently natural (Bellinger 70). On the other hand, there was a smaller group of women who had switched their affiliations on the matter. It is interesting to note that there seem to be feelings of guilt evident with women who went from being natural to being relaxed. The women almost felt like they were denying some of the “racial pride” they previously held and that
Proper dye selection is important. Once the customer has chosen her dress and shoes, showing her color swatches will help determine color preference. Be aware that certain dress colors do not have coordinating dyes. For dresses that do not have a corresponding shoe dye match, suggesting an engineered color and explain that the chosen color will not match her dress perfectly.
Recent slow expansion of the company is caused mainly by the limited ways of sale and by the worries about the loss of control in the case of penetrating new markets. The company does not think about any other practices than retail contract sales and refuse the offers from abroad to get MAC products in there. “The demand for MAC Cosmetics is there, but the supply is not. While MAC is one the cosmetic lines highest in demand, finding discounted products is actually not that easy” (Vasen, 2007, p. 1 ) Moreover, there are no media advertisement outside the United States and people often do not even know about the products and their advantages. The statistics show that the leading way to get information about MAC products is via referrals (Bates, 2006, p.
Haute Couture is the French term for high fashion, and it relates to the dressmaking, sewing, or needlework of a garment. In 1886, Charles Frédéric Worth founded an association of couture houses dedicated to regulate and protect the work of Parisian couturiers, and it later evolved to La Chambre Syndicale de la Couture Parisienne. (Mackenzie 47). The term Haute Couture is protected by law in which one must adhere to specific criteria’s stated by the Syndical Chamber for Haute Couture in order to be categorized under its name. The criterion to be categorized as Haute Couture is a minimum of fifteen people employed at the house, producing one-of-a-kind garments of the highest craftsmanship and quality, as well as it has to be presented to the press in Paris each season.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Hair dyeing became popular in the 1950’s, at that time, about 7% of American women chemically colored their hair. Today, about 75% of American women chemically change the color of their locks. Every day, new techniques and styles are added to the world of hair. Hair Colorists spend their time helping their clients change their look and add some fresh pigment to their clients’ faded strands. Although professional hair coloring has its challenges, hair colorists have a wide variety of creative outlets, have close personal connections with their clients and help them to build self-confidence and aid them in expressing their individuality.
According to the textbook case study, the main reason is due to the market in the United States for cosmetics are very mature, not to mention extremely competitive. Because of this, Avon made the decision to put its emphasis – and resources – in less-competitive markets. (Daniels, 2010)
The environment of L 'Oreal is very competitive and progressive. The trends of consummation force the company to be always more innovative in the production of products, but also in the sale of these products. To continue to be the leader and to compete on the market, L 'Oreal must adopt new strategy in the future in balance with his customers and his environment.
For example, some product are not suitable for certain ages like below 21 or 18. By reformulating their product could help to differentiate the target market who will be interested in natural ingredients and who mainly interested in anti-aging. It will be the good opportunity to take advantage with the re-formulation of innovation product because it tended to be the highest growth market which targets the audience ages from 18 to 34 for unisex by create loyalty and build sales amongst consumers who were becoming increasingly promiscuous with their health and beauty spending. Besides, Garnier can also improve the labelling and packaging style of their product. The types of packaging is an important factor to be impressed by their product’s final presentation. The packaging’s color, material, shape, size and function can affect the product and brand are perceived. In fact, selecting colors that targets the customers is also a great way. The colors for the product’s appearance, should be appropriate to the company’s identity and customer base. Whether bright or subtle, the label and packaging’s colors can impact consumers’ opinions about the product and create brand awareness that could lead to future sales. For example, Garnier can make their packaging style in glass, labeling or packaging with attractive color according to demographic segmentation such as gender. Blue color would be attracted by boys and pink for
The media control all mass communication all over the world, its existence is integral to today’s twenty-four hour society. All media is highly influential, from on television to radio, newspapers to magazines, but especially the £19billion advertising industry. Although many people refuse to admit it we are easily manipulated into buying particular products subconsciously, a well-produced and marketed advert can increase sales revenue for any product. Schwarzkopf hair care & dyes is well known as an alternative to the mainstream hair companies. Hans Schwarzkopf whose first formula in 1903 was an instant hit with his female customers established Schwarzkopf in 1868. The water-soluble powder shampoo, “The Shampoo with the Black Head”, offered an easy-to-use and value-for-money alternative to the expensive oils and harsh soaps of the time. Since then the brand has continued to grow and is famous for providing striking colours for women with a more adventurous style at an affordable price.
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CosmoCosmetics has decided to create a new foundation make up line for African American women exclusively. We believe there is a niche for this type of business since no make up brands specialise in this target.
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