MKT/421 Strategy and Positioning Paper

Preview (5 of 16 Pages)

100%

MKT/421 Strategy and Positioning Paper - Page 1 preview image

Loading page ...

Running head: STRATEGY AND POSITIONING PAPER1Strategy and Positioning PaperNameMKT/421DateInstructor NameBased on the provided Strategy and Positioning Paper, analyze and evaluate the strategicpositioning of Beaulyn in the global cosmetics market. Discuss how the company leverages itsproduct offerings, market segmentation, and competitive advantages to maintain its position inthe industry. Additionally, examine the challenges Beaulyn faces with its competition, supplierpower, and the potential threats of counterfeit products and new entrants.Word Count Requirement:1200-1500 words

MKT/421 Strategy and Positioning Paper - Page 2 preview image

Loading page ...

MKT/421 Strategy and Positioning Paper - Page 3 preview image

Loading page ...

STRATEGY AND POSITIONING PAPER2Strategy and Positioning PaperOverview of CompanyOlivia Health Care started its operations in the year 1978. Delivering quality productsbacked by extensive research and domain expertise, was the philosophy that spurred thegrowth of the company and started its foray into other product categories.Olivia gets its name and inspiration from the ever so fascinating fruit Olive. For centurieswomen have fancied Olive for its nourishing and beautifying properties. Even the mystifyingbeauty of Queen Cleopatra owed its charm to the olive. Aiming to carry these exceptionalqualities forward, Olivia laid utmost emphasis on herbal ingredients which are now the basisfor all Olivia products.Also this product can be used for men as well.Ever since its inception, Olivia positioned itself as a quality brand with a value formoney proposition. It started its proceedings with the Olivia Fairness Bleach Cream. Thechoicest materials and goodness of herbs soon made it a must in both Indian households aswell as beauty salons. In 2011, the year which marks 25 years for the brand in the industry,Olivia has transformed into a household name in beauty and cosmetics(Olivia, 2011).Olivia develops its products at its manufacturing facility based at Dehradun. At this fullyautomated production plant, utmost importance is placed on maintaining complete hygiene,considering its product’s application and usage. The plant also boasts of a team of well-trained and adept staff that is divided in appropriate departments, with each departmenthaving an efficient in-built system of communication; one at par with leading internationalstandards.

MKT/421 Strategy and Positioning Paper - Page 4 preview image

Loading page ...

STRATEGY AND POSITIONING PAPER3Olivia Cosmetics regards R&D as its backbone considering that the skin care and haircare industry demands stringent quality control measures and up-to-the-minute researchprocesses. Its fully functional Analytical and Microbiological Lab, is well equipped to handletesting and analysis of input as well as output products. The company also fulfils its CSR byplacing due emphasis onenvironmental responsibilities (Olivia,2011).Testimony to this isthe Safety and Pollution Control department that is not only adequately equipped, but alsofirst in its class.Powerful market coverage of the entire Indian Subcontinent spanning across all states,not to mention, few overseas markets as well, is ensured at Olivia by a Marketing andDistribution team comprising of 250 professionals. It also boasts of 500 distributors all overIndia, who make certain that the brand is visible in all Cosmetics/Medical/General counters,as well as in all beauty salons.Beaulynpronounce (Be-u-Lean). And the product that our company is producing iscalledOliviaa hand, foot and face cream that prevent dry skin and reduceswrinkles;basically our productis able to reverse the effects of aging. AtBeaulyn, we know howimportant it is to take care of your skin, so you can feel and look good, and that olive oil is agreat way to retain your beauty. All of Beaulyn products rather it isourolive oil soaps,oliveoil body lotionsandhair care productscome in an array of scents, including mandarin,lavender, verbena, and green tea, to help you smell as sexy as you look and feelers you're notin the market for any of the wonderful olive oil soap products.Whether applied to face or body, olive oil will penetrate deep into the skin and providea long-lasting shield of moisture to keep skin smooth and supple. Used either as a night cream

MKT/421 Strategy and Positioning Paper - Page 5 preview image

Loading page ...

STRATEGY AND POSITIONING PAPER4or daily moisturizer, it is best applied to damp skin, when water can help reduce any feeling ofgreasiness.Beaulyn is one of the country’s largest consumer cosmetic companies. Beaulynproduces more than 250 brands in the world of beauty, health, hair and skincare. Our Beaulynhas expanded our product to many other countries across the world such as Asia and Africa.We have used the SWOT analyzing method in order to understand how we could calculate thestrength, weaknesses, opportunities and threat to our business Beaulyn. The SWOT hasallowed us to specifically “pin point” objectives of Beaulyn while at the same timerecognizing the external and internal essentials that would actually affect Beaulyn productsand company both positive and negative objectives.Strengths❖Has a very strong brand portfolio that is focus on having and maintaining aleading market position❖Strong and effective marketing and promotion❖Help in preventing anti-aging and removing dark spots and wrinkles etc❖Is a well-known company around the worldWeaknesses❖Has dependability on other stores to sell their products❖High pricing limits target customers❖Oliva is a product that is less established than other products❖In a position to have their product recall

Preview Mode

This document has 16 pages. Sign in to access the full document!

Report

Study Now!

Document Details

Related Documents

MKT 421 Blue Ocean Strategy Paper

PERCEPTUAL MAPS: Role Of Perception Maps - MKT 421

MKT 421 Perceptual Mapping Complete

MKT/421 Beaulyn Cosmetic (Marketing Plan)

Full Family Sensational Hair Salon And Day Spa Service And Target Market Development - MKT/421

MKT 421 Perceptual Mapping

MARKETING MIX MKT 421: Marketing And Change

MKT 421 Blue Ocean Strategy Paper

MKT/421 Personal Branding Plan Paper

MKT421 Map the Supply Chain Paper

Company

Explore

Study Tools