ace’ component of the marketing mix this paper will discuss what distribution strategies are used in the industry, with an analysis of how much information is given during the adverts. Lastly this paper will discuss whether or not the adverts tell us anything about distribution and if the product utilizes a push or pull strategy.
According to National Geographic (2010) the annual expenditures on cosmetics globally is approximately U.S. $18 billion annually. According to a study conducted by the UK based cosmetic store ‘Superdrug’ it is the case that 70% of women in the UK do not leave the house without makeup (Oneindia.com, 2010). Given the size of this industry and the demand for product there is little question that there are a number of different players have carved out a niche in the mascara industry. While the history of mascara may go back over a century, in the modern context some of the largest players in this market are L’Oreal, Revlon and Maybelline. Moreover, there are a number of smaller independent cosmetics makers that create niche products in the market such as Mary Kay. As it is the case there are different firms with different strategies it is difficult to pinpoint exactly what strategy is employed for each individual company. With aggressive strategies
In terms of the promotion mix, advertising plays a very important role with the utilization of most media outlets such as television and radio adverts, billboards, in-store displays, direct marketing campaigns, web-content and even product placement. According to Peachey (2002) Revlon spent £5m to play a pivotal part in the storyline of the American soap opera, ‘All My Children’ which frequently references the Mascara product offerings of the company. In the example of Mary Kay the company utilizes an aggressive ‘personal selling’ strategy so that an element of expert advice can be provided to help educate consumers of what product offerings can best meet the needs of the