MARKETING PLAN

Marketing Plan



Executive Summary

Helena Rubinstein (HR) Cosmetics is still in its introductory stage of the product life cycle in the United States. To propel Helena Rubinstein to the next stage of development, growth, a cohesive marketing strategy has been created. Helena wants to launch its new improved in the Bloomingdales' markets. Bloomingdale's (or Bloomie's) is a chain of luxury department stores in the United States operated by Macy's, Inc., which is a member of Macy's. Bloomingdale's has 36 stores across the country, with annual sales of $ 1.9 billion. Their prices are higher than stores Lord n Taylor, Nordstrom and the former Parisian, and a little lower than Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman and Barneys New York. This paper provides three mission statement alternatives Helena Rubinstein could adopt to clarify its purpose as a company and articulate its vision of being a premium brand in the female-oriented cosmetic industry.

Marketing Plan

Introduction

The proposed positioning statement helps bring focus to the company's vision by targeting “youthful women.” However, creating a strategic marketing plan requires selecting at least one target market to concentrate on, and this plan of action is centralized around college women, since this consumer base is local and easily accessible.

It starts with framing Helena Rubinstein's internal company culture and reason for being, in other words its mission statement. Without purpose, the company can lose sight of its intention: to serve consumers with natural cosmetic products that improve one's overall health and appearance. To effectively create products that college women desire and are both willing and able to buy, more research needs to be conducted to identity the characteristics this consumer group demands in cosmetic products. Such attributes could include additives that help to prolong the eyelashes. In the interim, Helena Rubinstein (HR) can continue to improve its product line based on consumer's feedback thus far in Canada and via free samples of the products.

Redesigning the product packaging to emphasize HR's unique selling points and benefits might boost sales too. Depicting larger and darker eyes would help consumers register this product as natural, and better enable them to identify HR's product category; natural eye care products. Utilizing more recyclable packaging such as high-density polyethylene #2 plastic would help convey this eco-friendly product message too, as this type of material can be recycled and is the least likely of plastics to leak toxins into the encompassing product formulas when exposed to sunlight. Sun-proof containers would help eliminate this effect by protecting the delicate, preservative-free formulas, and this paper provides two packaging suppliers' contacts to help make this happen.

In addition, the company is already aware the labels need to be re-colored as their transparency renders the text copy unreadable. Possibly incorporating beauty tips for healthy living on the packaging would help strengthen the product line's personality and positive brand image. Most importantly, Helena Rubinstein should focus on providing a comprehensive skincare line before entering other beauty industries, such as hair care and sun ...