MASTERS DEGREE MARKETING HELP

Branding the Bachelorette L.L.C

Any company irrespective of the industry it operates in needs to devlope a branding strategy for the products to do well in the market. Branding is a tool used by companies to convey their products especially new ones to the consumers. Branding encompasses a number of things which when put together make the definition of a company and its products. It is an important competing point (Baker, 2014). Bachelorette L.L.C like the other competitors in the market needs a solid branding strategy to gain dominance in the market. The Bachelorette needs to clearly define its branding and ensure that it is receptive to the target customer base as well as deliver quality products.

Brand Name

The Bachelorette L.L.C is a company with renowned global quality delivery in its products and customer relations. The company is a world leader, with global presence in the industry. The unmatched quality of products and consistency in customer service globally have made the Bachelorette a direct competitor of well-known brands such as Olay, Avon and L'Oreal among others (Forbes, 2017). It has been around for close to a century now giving it the unpatrolled experience of market and customer dynamics.

Logo and Slogan

Logo and slogans need to be unique and conspicuous, but above all, they are supposed to caputure ones attention at first glance. The Bachelorette is both the name and comprises the logo of the company designed in an attractive and eye-catching way. The company’s slogan, “deep beauty with health” has an appeal that everyone can relate to. Unlike many of its competitors, the slogan is diverse and appeals to large target audience.

Brand Extension

With the advantage of a global presence along with popular public opinion, the Bachelorette has been able to bring onboard other related beauty products (Punjaisri, 2017). The well known name enables the company to have an easy entry especially in market sectors that seem to be saturated. The company has recently introduced male product line. It is now on the verge of taking its body oil to the next level by mixing it with the perfume line for the launching a scented body oil.

Marketing strategy

The Bachelorette uses a direct marketing strategy in order to take our products directly to the customers. We want to have a connections with our customers to ensure that we ae constantly aware of our customer needs. Marketing is a very important factor to the Bachelorette Company. There is an entire department at the headquarters in Philadelphia as well as in all the other regional stations that only work on the development of the marketing strategies. Marketing is the companies main tool of ensuring sales and relevance in the market.

The Internet and social media marketing

It is apparent that most people spend much of their time on the internet more than any other place. The company has specifically come up with online marketing platforms which can be accessed from social media (Tuten, 2014). Many young people and active consumers of beauty and products can be easily targeted online. This section has thus been comprehensively covered to ensure that the company does not lose touch with this crucial segment. The adverts meant to enlighten potential customers on the online platform are short but very informative on the company products. Interested followers are directed to the company’s website where they can find comprehensive information on our products, purchase products, and even connect with a product representative.

Advertisements on local media

The products of the Bachelorette Company have a global coverage. This advertising was meant to allow for specific regional demands to be captured. The advertisements of the different places are tailored to accommodate the preferences and demands of these regions. The advertisements are made with unique preferences of the consumers in mind. This approach is meant to deepen the regional presence. The advertisements reach out to other customers that does not have an online presence. It appeals to both females and males making them want to try our products.

Justification for the strategy and implementation time

Bachelorette Company engages in direct sales and relationship with the customers. This strategy ensures that the interests of the customer are well integrated into the plans of the company. Avoiding the use of middlemen will keep the company in touch with its customers needs. Customers have the opportunity to make enquiries and provide suggestion on a lot of all products to help ensure that we are giving them what they want. The direct approach is also a way avoiding the introduction of unnecessary costs in the chain that may trigger price shift. Our timeline of business will consist of six months. After we gained customers engagement in our products through advertisments and social media. we found that the gap between introduction of a product and actual launch was not overwhelming. After the implementation of one year, we conducted additional market research. We charted the results on the perceptual map and it showed an increase in the different parts of the business; and the areas that are not going well,however, we know there is always a room for improvement.

Perceptual Map and Positioning Statement

The beauty industry is dominated by four main players. In ascertaining the positioning statement; the perceptual map is made of a cross-like diagram. The axes are representing; brand equity and gender (male vs. women). The analysis takes into consideration the three major competitors Olay, Avon and L'Oreal which all show close similarities in many aspects; Avon: has a wide product portfolio with an older age segment. Revlon, has a strong brand equity with a significantly broad age range compared. L’Oreal, the cosmetic company with the highest brand equity, targets women in the mid-20s to mid-30s or even 40s. Their choice of cosmetics is that they are invariably colorful, trendier and younger.

Consumer Behavior of the Target Market

The Bachelorette company started with the main focus on women product but has it grew and redefined its operations; it has adopted an open approach and incorporated men products as well. Women’s products, however, make approximately three-quarters of the production with men to a small percentage. The specific age group of women who consume the products aggressively is between the ages of 24 and 40. There are mainly working women with reasonable access to the internet exposing them adequately to the company’s products.

The main competing points in the industry captures the interactive and competent use of positioning statement, branding strategy and the company’s name and slogan. The market’s very sensitive and reactive to the quality of the products even more so than the price.

Mission and Introduction

Bachelorette L.L.C is a global cosmetic company whose goal is to deliver quality and highly innovative products to its customers. Nurturing the natural beauty of the skin is the company’s driving force. The company believes that the skin is endowed with sufficient beauty but only needs to be well maintained. The products that are used in making the products are of the highest quality. All products adhere to all quality and safety standards outlined by the Food and Drugs Administration (FDA). Internationally, the products meet all the required regulations after obtaining the operating licenses.

Product Feasibility

Asia Personal Care & Cosmetics Market Guide (2016) describes that Asian countries are one of the largest and potential markets of U.S Cosmetics and Personal Care industries. Asian countries provide more than 3 billion high potential consumers in the global market. The consumers of products in Japan, South Korea, and Australia contribute over $1billion on U.S Cosmetics and personal care. However, from the preceding research, we found that the Asian countries geographically and consumers wise are more suitable and favorable for our business (Trade.gov, 2016).

The article “Beauty: Only as Deep as the Customer Experience” stated the customers experience in regards to the beauty products feasibility. The cosmetics and beauty industry is expanding globally, the competition in this industry has been increased. It was said by U.S marketing executive, “the time has passed when consumers were intrigued by brand alone." From the quantitative research, it is clear that in China and U.S the stores and departments related to beauty products are increasing day by day (Armoudom & -Shabat, 2012).

The Beauty Industry’s Influence on Women in Society (2012), is also a good research about the feasibility of beauty products which demonstrate the increasing trend of this industry (Britton, 2012).

References

Armoudom, P., & -Shabat, H. B. (2012). Beauty: Only as Deep as the Customer Experience.

atkearney:Global Business Policy Council , 1-8.

Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.

Britton, A. M. (2012). The Beauty Industrys' Influence on Women in Society. University of New

Hampshire , 1-41.

Forbes.com (2017). Top 10 Beauty Brands. Retrieved July 29, 2017 from https://www.forbes.com/pictures/lmj45jdlf/no-2-avon/#4b75b1032b88

Punjaisri, K. &. (2017). The role of internal branding in the delivery of employee brand promise. In Advances in Corporate Branding, pp. 91-108.

http://www.trade.gov. (2016). Asia Personal Care & Cosmetics Market Guide. U.S. Department

of Commerce , 1-234.

Tuten, T. L. (2014). Social media marketing. Sage.