Экономика и менеджмент \ Международный маркетинг

Marketing plan for the Siberia organic cosmetics, страница 3

But we also can say that it provides only cosmetic for men, and our company will provide wider range of products. The good thing is that we still can tell more about our 100% natural ingredients comparing with not so big percentage of natural ingredients of Bulldog company.

Another company which is operating on similar to us segment is Clarins. Clarins is a French cosmetics company specializing in skincare products and fragrances. The family company was founded by the medical student Jacques Courtin-Clarins in 1954, who died in 2007. The son of the company founder, Christian Courtin-Clarins, has been the chairman of Clarins since 2000.

The Clarins brand portfolio includes Clarins, Azzaro, Thierry Mugler, and My Blend. A skin care product range for men - ClarinsMen has also been launched recently. The group's key products and brands include the following:

•  Facial care

•  Body care

•  Sun protection

•  Clarins Man

•  Make-up

•  Aromatherapy

To investigate this company deeply we would like to provide a SWOT-analysis of Clarins, which was made by Datamonitor.

Pic 2. SWOT-analysis of Clarins company

We can conclude that core advantages of Clarins company are strong brand awareness, medical experience and price policy which makes the perceived quality of products higher.

The third company we would like to investigate more deeply is Yves Rocher. Yves Rocher is a worldwide cosmetics and beauty brand, founded in 1959 by the French entrepreneur Yves Rocher (1930–2009). The Yves Rocher Plant Biology Laboratories were established at la Gacilly in Brittany in 1959. With a presence not only in Europe, Russia and the countries of Central Europe, but also in Asia and North America, the world leader in plant cosmetics has won over 30 million customers worldwide. In 2005, the Yves Rocher brand had a turnover of 1 billion 188 million euro.

The Yves Rocher Group comprises a collection of original brands, all supported by strong and authentic values.

 http://www.job.groupe-yvesrocher.com/anglais/img/carte_inter.gif

Pic 3. Presence of Yves Rocher Group in the world

More than 150 active plant ingredients go into the products in the Yves Rocher ranges. More than 400 recommendations are offered in the aptly named «Green Book of Beauty». And more than fifty new products are launched every year! Certain care products are accompanied by a green routine to be put into practice every day.

Good point of Yves Rocher is price policy- products are really cheap and the range is wide. Key products include the following:

Products:

•  Anti-aging cream

•  Body care products

•  Face care products

•  Make up and perfumes

•  Sun care products

•  Hand and foot care products

•  Aromatherapy

•  Fragrances

•  Home care services

Yves Rocher has its own plants and factories with modern laboratories. It is also well known for foundations and care about nature. But still there are claims about the Yves Rocher company, because a lot of consumers do not agree with statement that all products are made of 100% natural ingredients. That is a serious disadvantage of the company.

As we analyze some of our possible competitors we can try to draw a graph of perceived price- perceived quality trade-off to show our wished position.

Pic 3. Siberia position on the perceived quality-perceived price chart

From this graph we can see, that our wish is to have not so high as for example Clarins perceived price, but still have very high perceived quality, because our core advantage is 100% natural ingredients. Anyway, perceived price should be higher than Yves Rocher or The Body Shop because we need to prove that our ingredients are truly natural and that we provide customers with high quality products based on serious research.

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