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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
SEGMENT 1 : ALBINO PEOPLE
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
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
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
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
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
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.
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.
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:
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
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.
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
Far
Control
Forecasting
Near
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.
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.
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.
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.
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
Other companies
Threshold: 80.000
Sales department
Our sales = 120.000
Task: Exceed a minimum annual sales.