maxfactorcompressed-12526269762023-phpapp03

maxfactorcompressed-12526269762023-phpapp03 - MAX FACTOR...

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MAX FACTOR Brand Analysis SECTION N3 CRISTINA ESTEPA ALEXANDER HANG FABIO MACHADO JOSEF SÄGMÜLLER SHOUNAK TARAFDAR MATIAS ZALDUA 05 MAY 2009
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2 Table of Contents EXECUTIVE SUMMARY 3 PROBLEM STATEMENT 3 SITUATION ANALYSIS 3 C OMPANY 3 C ONTEXT 4 C ONSUMER 5 C OMPETITION 6 L’O REAL 6 C OTY 6 MARKETING STRATEGY 7 T ARGET 7 B RAND P OSITIONING 7 BRAND ANALYSIS 7 O RIGINS 7 T ANGIBLE A SSOCIATIONS 7 I NTANGIBLE A SSOCIATIONS 8 MARKETING MIX 8 P RODUCT 8 P RICE 9 P LACE 11 P ROMOTION 11 ANALYSIS OF ALTERNATIVES 12 A LTERNATIVE 1: C HANGE P OSITIONING 12 P ROS 12 C ONS 12 A LTERNATIVE 2: C HANGE T ARGET C ONSUMERS 13 P ROS 13 C ONS 13 RECOMMENDATION 13 IMPLEMENTATION 13 CONCLUSION 13 BIBLIOGRAPHY 14 EXHIBITS 15 E XHIBIT 1: I MAGE OF M AX F ACTOR S PAIN W EBSITE 15 E XHIBIT 2: I MAGES OF M AX F ACTOR D ISPLAYS 15 E XHIBIT 3: M AX F ACTOR L IPSTICK P RODUCT T EST 15 E XHIBIT 4: C ONSUMER S URVEY 16 E XHIBIT 5: A DVERTISEMENTS 18 E XHIBIT 6: L IST OF M AX F ACTOR I NNOVATIONS 19 E XHIBIT 7: M AX F ACTOR P RODUCT P ORTFOLIO 20
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4 "#;-53 UNOVZW4 X#/I>'*; "#;-53 UNOS[W4 \)#&-4 # &(7-)I53 &(+,-'*& UNO]SW4 #/0 '1- 2*)+' ^=#'-)3)((2^ ,#;-53 UNOZNW? X_T 35)&1#+-0 "#$ %#&'() _ Y(,3#/6 2)(, `-78(/ */ NOON 2() # )-3()'-0 aN?NS .*88(/ L>b4 /-#)86 0(5.8*/A X_TG+ &(+,-'*&+ 3()'2(8*( #/0 #88-A-086 #&&-8-)#'*/A X_TG+ &(+,-'*&+ =()80=*0- -$3#/+*(/ .6 ] 6-#)+? E1- X)(&'-) _ T#,.8- Y(,3#/6 UX_TW4 1-#0D5#)'-)-0 */ '1- L/*'-0 >'#'-+4 ,#/52#&'5)-+ #/0 ,#);-'+ &(/+5,-) A((0+ =()80=*0- =*'1 (7-) NV]4PPP -,38(6--+ */ ,()- '1#/ [P &(5/')*-+? X_T 1#0 /-' +#8-+ (2 (7-) aZ] .*88*(/ */ cPPZ? X_T *+ ()A#/*C-0 */'( '1)-- T8(.#8 d5+*/-++ L/*'+R d-#5'6e H-#8'1 Y#)- #/0 B-88Id-*/Ae #/0 H(5+-1(80 X)(05&'+? E1- T8(.#8 d5+*/-++ L/*'+ #)- '1-/ -$-&5'-0 #' # 8(&#8 8-7-8 '1)(5A1 "#);-' b-7-8(3,-/' @)A#/*C#'*(/+? M&&()0*/A '( X_T4 '1- A8(.#8I8(&#8 ()A#/*C#'*(/ *+ 0(/- '(R 2(&5+ (/ &(/+5,-)+ #/0 (5) )-'#*8-) &5+'(,-)+ #' # 8(&#8 8-7-8e '#;- # A8(.#8 #33)(#&1 '( .5*80*/A 8-#0-)+1*3 .)#/0+e ,#$*,*C- '1- 7#85- (2 X_Tf+ +*C- #/0 +&#8-e #/04 '( 3)(,('- &(88#.()#'*(/ #/0 *//(7#'*(/ #&)(++ ,58'*I25/&'*(/#8 '-#,+?
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