This paper is about the breakdown of marketing strategy and marketing mix of Colér Cosmetics (CC). The marketing strategy that CC use is customer-driven. The marketing strategy is explained using four factors: market segmentation, market targeting, differentiation, and positioning. Market segmentation includes analyzing these four variables: geographic, demographic, psychographic and behavioral. The factors look at the target customers and the market it is in (cosmetics). CC explains what it need to do in order to separate themselves from the competition using the three factors. Market targeting includes segment size and growth, segment structural attractiveness, and company objectives and resources. Differentiation and positioning coexist and are explained concurrently. The marketing mix is explained using the four P’s: product, price, place, and promotion. The marketing mix consists of everything the firm can do to influence the demand for its product (Armstrong, Kotler, and Northwestern, 2014). Colér Cosmetics can be very successful if they follow their marketing plan and the introduction to their marketing mix is clear and concise.
Keywords: marketing mix, marketing strategy, Colér Cosmetics (CC),
Marketing Strategy and Marketing Mix of Colér Cosmetics
Colér Cosmetics (CC) is a cosmetics companies that sells makeup foundation. Now they are adding an eye shadow line as well as make up wipes. In order for the launch of the eyeshadow line to be successful, a…