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SUMMARY

SUMMARY

FENTY

BEAUTY

INTRODUCTION

Rihanna was inspired to create Fenty Beauty. She launched a makeup line focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades.

Fenty Beauty products are designed to feel lightweight, even as they deliver buildable coverage that effortlessly layers, to ultimately “make skin look like skin.”

MAIN REASON

"I feel like everybody should be included. The fact that women are getting emotional at the counter because they found their shade for the first time shows that makeup has become a celebration -and it's now become a movement.

Rihanna, Founder of Fenty Beauty

REASON

DEFINE SEGMENT

SEGMENTATION

SEGMENTS

SEGMENT 1 : ALBINO PEOPLE

SEGMENT

Under the tag-line of

'' beauty for everyone '',

Rihanna decided to create a make-up line for every skin tone possible so that every woman could feel included.

this segment is a good segment because the enterprise can create groups with a shared interest.

SEGMENT 2 : BLACK PEOPLE

IDENTITY REFRESHMENT

CHIP CONLEY

CUSTOMERS

SURVIVE:

- GOOD PRICE/QUALITY

- FULL COVERAGE

- LONG-LASTING FOUNDATION

SUCCEED:

- RIHANNA

- GOOD REVIEWS OF INFLUENCERS

- PERFECT MATCH

TRANSFORMATION:

- SHARED IDEALS WITH THE COMPANY

- BELIEVES THAT FENTY IS MAKING A GOOD IMPACT IN THE INDUSTRY

- ALBINO PEOPLE ARE MORE VISIBLE

MARKET

THE REASON

GENERIC:

10 - 14 Most common shades of foundation.

SPECIFIC:

40 Shades of foundation that can match every skin tone.

(Association to help albinos and their families )

Albino people is a good example of a very specific segment

IDENTITY REFRESHMENT

MOTIVATION

CHIP CONLEY

SURVIVE:

- GOOD PRICE/QUALITY

- FULL COVERAGE

- LONG-LASTING FOUNDATION

SUCCEED:

- RIHANNA

- GOOD REVIEWS OF INFLUENCERS

- PERFECT MATCH

TRANSFORMATION:

- SHARED IDEALS WITH THE COMPANY

- BELIEVES THAT FENTY IS MAKING A GOOD IMPACT IN THE INDUSTRY

-EMPOWERMENT OF BLACK PEOPLE

MARKET

THE REASON

GENERIC:

10 - 14 Most common shades of foundation.

SPECIFIC:

40 Shades of foundation that can match every skin tone.

(Association of black actors)

Extra black people is a good example of a very specific segment

SEGMENT ACCOUNTENCY

SEGMENT ACCOUNTENCY

MOTIVATION

CRITICALS

AND SATISFIERS

CRITICALS

AND SATISFIERS

SATISFIERS

SATISFIERS

CUSTOMIZATION:

- They provide the perfect match to the clients skin tone (SEPHORA)

SYNDICATED:

- You can find every product you need in order to complete a full face of make-up

(PRIMER,FOUNDATION,...)

PRO-AMIZED:

- Rihanna is a singer who created a new make-up brand that surprises traditional make-up brands.

CRITICALS

CRITICALS

The Fenty Beauty foundation is marketed as suitable for every skin type.But the fact that this is a Matte and Long Lasting product means that dryer and sensitive skins won't have the promise result after using the foundation.

IN ORDER TO AVOID THE CRITICALS AND PROVIDE THE SATISFIERS YOU HAVE TO HAVE A GOOD ORGANIZATION.

If you buy any Fenty product online you don't have the custom service that you get in stores and therefore you can end up with a bad match for your skin tone.

Arrival time for on-line orders can sometimes be altered if there is any issue.

ORGANIZATION STRUCTURE

ORGANIZATION STRUCTURE

ORGANIZATION

CHAIN OF VALUE

LVMH Group

Transport

FENTY beauty

Distribution

Customer

TASK: Decide what products should be produce.

RESPONSIBILITY: Increased benefits if task is done correctly.

AUTHORITY: Fire and hire employees.

CONTROL: Approve other's departments tasks.

COMMUNICATION: Inform departments about what task each one has to carry out.

TASK: Keep accountancy of the business profits

RESPONSIBILITY: FENTY may have loses that end with the company.

AUTHORITY: Ask each department to reduce costs if necessary

CONTROL: Make sure the company doesn't overspend.

COMMUNICATION: Talk and send accountancy reports to the direction department

TASK: Transport products safely from warehouse to distribution points.

RESPONSIBILITY: If task is continuously not done properly they might get fired.

AUTHORITY: Ask for more time if needed.

CONTROL: Make sure products are secure.

COMMUNICATION: Talk to the distribution companies to inform of the time of arrival

TASK: Create the costumer's desire to buy the products.

RESPONSIBILITY: If results are not the expected ones they may get fired.

AUTHORITY: Decide how a product is going to be presented to the public.

CONTROL: Make sure the team works as one employee to make a cohesive task.

COMMUNICATION: Send an e-mail or make a presentation to the direction department.

SUPER 2, SUPER 3, MY OWN 1 2 3...

SUPER 2:

SUPER 3:

MY OWN 1 2 3:

THE PROBLEM

The delivery truck has an accident

CONTROL:If there are no complaints from customers about the delivery service.

COMMUNICATION: Talk to the sales department asking for another product

CONTROL:If the client is happy despite of the problem

COMMUNICATION: Talk to the logistic department to send the extra product to the costumer

Task: Advise the customer that the product will arrive later than expected.

Responsibility: If sells are not the expected or desired ones, the enterprise will find another marketing company

Authority: Send an extra product to the customer as compensation

Task: Deliver the product to the costumer.

Responsibility: If he doesn't deliver on time the enterprise will find another transport company to work for them.

Authority: Ask for a new truck

Logistic department

Task: Advice about the problem to the logistic department.

Responsibility: the employee may get a 10% rise on his salary if he has no complains from the customer.

Authority: Tell the marketing department to contact the customer.

Employee

Customer

CONTROL:The other departmens know about the problem.

COMMUNICATION: Talk with the logistic department and with the marketing department.

Fenty beauty web page

MATRIX ORG CHART

COMPANY'S ORGANIGRAM

It is a model with which it is possible to greatly increase the productivity of companies, due to this specialization of work. Specialized teams are created in each of their areas. And is that in the matrix structure, people can work flexibly in different projects or products. The functional areas maintain a group of talented employees to meet the requirements of the projects.

LEADERSHIP STYLES

LEADERSHIP STYLE

Process workers: People who create the products have to follow a specific process in order to come up with the desired result so they have low autonomy.

Knowledge workers: People who work in the creative process have high autonomy because Rihanna wants a team that can contribute ideas and ways of doing so that everyone can improve.

PLANNING AND CONTROL TOOLS

Planification/Improvisation

PLANNING AND CONTROL TOOLS

Far

Control

Forecasting

Near

POLITICAL

A bill in United States called "Personal Care Product Safety Act" created to ensuring product safety. Companies will need to report ingredient statements, recalls, and register manufacturers.

P

ECONOMICAL

The ingredients with which make-up is made of are products that increases and decreases the price, an increase of one of these products could affect to the production.

E

TECHNOLOGICAL

Thanks to the technology, nowadays you can buy on internet almost everything, including makeup. That suppose that if you are at home you can buy all the make up that you want and have it at home in a few days.

S

SOCIAL

Vegan people can't use makeup that contains ingredients with animal origin, or products tested with animals. Nowadays a lot of people that is not vegan prefers use products that don't have ingredients with animal origin.

T

P.E.S.T.

Planification/Improvisation

Chain of Value

Vegan people: New potential custoemrs.

Near

Control

Forecasting

Far

Change the ingredients of animal origin of the products.

Chain of Value

New production line.

New providers of ingredients.

Chain of Value

-New department: Marketing department specialized in vegan products.

-More sales

-Gain a better reputation

-More profit

VARIABLES OF CONTROL

Other companies

VARIABLE OF CONTROL

Threshold: 80.000

Sales department

Our sales = 120.000

Task: Exceed a minimum annual sales.

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