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Small Business Development of Cosmetic Beauty Industry- "Natural Up" Company Establishment Proposal

论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2014-06-10编辑:lzm点击率:5561

论文字数:2336论文编号:org201406102045237336语种:英语 English地区:中国价格:免费论文

关键词:Small Business DevelopmentCosmetic Beauty IndustryCompany Establishment ProposalMarketing Communication MixTarget Markets

摘要:Even in the economic depression, cosmetic market still shows a improving tendency due to the much more attention of people in their self-image. As the new member in this industry, Natural Up plans to illustrate the marketing segmentation and positioning strategy with the elaborate marketing communication mix.

Small Business Development of Cosmetic Beauty Industry- "Natural Up" Company Establishment Proposal

1.Proposed Subject/An Overview of the Topic
Nowadays, female industry which related to the clothing industry and cosmetic beauty industry has get popularities from the beginning of human civilization even in the economic depression time. A professional research institute published annual reports in late November (business information.com, 2008) claimed that cosmetics products industry still shows a slow growing tendency in the financial crisis. In spit of that, the influence of financial depression has spread around the world, in some emergency market, the cosmetic products even show a sustainable prosperity especially in Asia market. Consequently, in this essay, I will organize a new business plan for Natural Up" Company, which is proposed to be the one corporation identified in the cosmetic market. Generally, this paper will be set into four sectors: a brief proposal of potential products offered by the new company, focus of research, literature review, methodology as well as a small SWOT analysis of this new member.

2.Focus of Research
There are four key elements of the product range of this new business, such as high quality brand cosmetic product, massive customers product, professional hair beauty product and health pharmacy skin care products. With a clear idea about the market segmentation, we have planed for some effective positioning strategy to differ from major bigger competitors such as P&G and Shishedo, which are the major rivalry in Western market and Asia market. To compete with those strong competitors, this new small business should master some positioning strategies as follows.

As mentioned above, this new company will differ the products as four major product segments for better commitment with the customers to provide benefits for them. Like Vicky, the health skin care pharmacy brand, with the reliable professional sales consultant and soled exclusively in the drugstores, customers will experience a sense of reliability. This clear positioning strategy can be called attribute or benefit strategy which denied by Keegan and Green. A frequently used positioning strategy exploit a particular product attribute, benefit, or feature. Economy, reliability and durability are frequently used benefit position( Keegan, W,J and Green, M,C; 2005).

Implicit or explicit reference to competitors can provide the basis for an effective positioning strategy (Keegan, W. J and Green, M. C, 2005). The body shop, one of the natural ingredients skin care brand which merged by LOreal in 2007, the international founder Anita Roddick achieved early success by emphasizing the difference between the principles pursued by "Mainstream" cosmetics manufacturers and retailers and those of her company. This means that a successful cosmetic company should insist on the principle of the founder and stand for natural ingredients, no animal testing and recyclable containers that may bring customers with high-quality and healthy products.

3.Literature Review
3.1 Segmentation Strategy
In order to maintain a proper occupation of market share of the cosmetic market, Natural Up has a clear segmentation strategies which reflect in the products segmentation which target various customers, di论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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