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1.0 Introduction 1.0 引言
Do you know “Coraline”? It is not the name of the cartoon movie “Caroline”, but a cosmetic brand. It is one of the World’s largest direct sellers of beauty industry. Until the mid-1980s, Coraline was one of the leaders in the global cosmetic, fragrances and toiletries (CFT) industry, and it had held this position for over 50 years. You must know its biggest counterpart—Avon, which still leads the CFT direct selling.

你知道“卡洛琳”？它不是卡通电影“卡洛琳”的名字，但一个化妆品品牌。它是世界上最大的直接美容行业的卖家。直到80年代中期，卡萝兰是一个全球领导人，在化妆品，香水和化妆品（CFT）行业，它已经占据了这个位置超过50年。你必须知道它的最大对手雅芳，仍然引导了CFT直销。

In 1990s Coraline in the world market begun to decline. From UK to US, fewer women bought products sold door-to-door. With the popularity of computer and network, a new pattern of marketing—online shopping prevails in the whole world. This is a great change in direct retail industry.
在20世纪90年代卡萝兰在世界市场上开始下降。从英国到美国，越来越少的妇女通过送货上门购买产品。随着计算机和网络的普及，网上购物的新营销模式在全球盛行。这是直销零售业的巨大变化。

In addition, people’s attention moves to a new field—CFT for teenagers, young women and even pre-teens. However, this section is almost a white land for Caroline. Throughout the last 10 years, Coraline’s cosmetic business has merely achieved modest revenue and earnings growth. With serious problems, the annual sales growth was less than 1.5%. New strategic vision must be set now to save Caroline.
此外，人们的注意力转移到一个新的领域-青少年，年轻妇女甚至儿童的CFT服务。然而，对卡洛琳来说，这一部分几乎是一个空白。在过去的10年中，卡萝兰的化妆品企业仅仅取得了有限的收入和盈利增长。有严重的问题，每年的销售增长率小于1.5%。因此，必须采取新的战略眼光在去救卡洛琳。

2.0 Discussion
In this part, the author will discuss the reasons of why Coraline’s business is depressed now. There are “4 Ps” in the marketing mix, but for the “word limit” of this report, the author just chooses product and promotion here to discuss.

2.1 The Problems of Products

2.1.1 The problems of quality
Quality is the most crucial element of a product. To CFT products, people choose one kind of product are not only according to whether it is healthy or green, but also according to their requirements. They must choose the product fit them properly.

There are two main trends of needs in nowad ays CFT market—one is anti-ageing for adults and the other is skin care for the teens or pre-teens. This is just where Coraline is absent. What’s more, men’s grooming products just take 2% of the total pie of Coraline’s selling, which is a huge place to conquer as more and more men take care of skin.

2.1.2 The use of brand
Being one of the world’s largest direct sellers of beauty products, “Brand” is a vital element of the product, as well as Coraline’s strongest tool to refresh the business.

Coraline is a traditional brand with solid brand base, high quality and good reputation. People use Coraline early from 1980s. Recall those nostalgic times when girls don’t use Photoshop or heavy makeup to get the plastic surgery effects. Do you still remember Deml Moore in Ghost, the goddess—Sophie Marceau or the American Sweetheart—Meg Ryan? They all belong to that real beauty time, using the traditional cosmetics including Coraline. However, Coraline dose not take good advantage of its brand, which is an error in marketing.

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