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Covergirl Presentation

International marketing project

olivia nguyen

on 3 May 2011

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Transcript of Covergirl Presentation

Target Market Similar to segment approach Teenage girls 5th highest population of teenagers Average weekly spending of teenagers is 3rd highest in the world Lifestyle characteristics American girls spends time with groupd of girlfriends Dresses naturally, possesses clean image, wears little makeup Brazilian girls highly collectivist culture highly value natural products, wear little makeup, desire to presever natural "Brazilian beauty" How will we market our product? Standardized Product Covergirl already delivers make-up for a variety
of ethnicities Low involvement product Covergirl products are constantly changing and
Standardization will allow additional resources
to continue enhancing the product line How to set prices? Ethnocentric pricing Competition Demand for cosmetics is high
Brazil ranks as the world's 4th largest market for cosmetics. Brazilian women will be willing to spend the extra difference
of the exchange rate. Charge customers a similar price Affordable and inexpensive Entering the Market Promotional campaign Advertising Public relations Sales promotion Direct marketing Retailing Situation Remember; Brazil is currently the fourth largest cosmetics market in the world

A result of increasing cosmetic purchases amongst the lower middle class

Has led cosmetic companies to;
→ Launch new products
→ Increase their productivity
→ Quickly develop their distribution channels
Shopping has become a highly integrated part of the urban Brazilian lifestyle
Shopping online for cosmetics not a predominant trend in Brazil
Shopping malls, outlets, beauty parlors and convenience stores are swiftly growing
263 malls, mostly urban
6 million square meters of retail space
42,363 stores
Brazilian cosmetics market consists of 1,367 manufacturers

15 of these manufacturers are large companies that produce revenues of over $100 million

100 million=71.7% of total cosmetic revenues in Brazil

Distribution channel of cosmetics in Brazil becoming increasingly modern
Stores, beauty parlors, and malls Traditional door-to-door method of distribution is still used amongst members of the Brazilian societ
→ - Amazon Slums
- Sao Paulo's Slums
- Wealthy beach communities of Rio de Janeiro

Cosmetic's companies have developed a strategy that involves introducing personal beauty advisors to such areas

Overall; Development of more established and standardized cosmetic retail channels Gray Market Currently the Gray Market for cosmetics not a pressing concern in Brazil

Yet still needs to be monitored as the grey market drastically weakens sales and brand equity

Brazil has an increasingly stable cosmetics market

Result of the development of Brazils primary markets
-Developments in commercial government standards on multi-asset exchange

Resulted in the emergence of many companies from the gray market into the formal economy
Majority of cosmetics products available on the Latin American gray market are found in Peru, Bolivia and Ecuador

Branding is very important in Brazil; the gray market could easily infiltrate Brazilian cosmetics industry

Brazilian market is expected to continuously expand, with growth of about 30%, between the years 2007 and 2012

Continuous implementation of market regulations by the government will help ensure that Brazil maintains normative retailing trends in the cosmetic market
Full transcript