Final Version Of Max Factor

Content
Promotional objectives…………………………………………………………… P.1
Target consumers………………………………………………… ……………… P.2
Brand positioning…………………………………………………….………… P.3-5

Current Promotional mix strategy
Current advertising strategy…………………………………..…………………P.6
Current sales promotion……………………………………..………………….. P.7
Public Relations……………………………………….……..………………….P.7-8
Current Personal selling……………………………….……….………………...P.8
Direct Marketing………………………………………………………………..P.8-9
Online Marketing……………………………………………….………………...P.9

Analysis of the promotion mix....……………………………….P.10-14

New target segment for Max Factor………………………………..P.15
Product………………………………………………………….……..…………..P.15
Place……………………………………………………………….……………....P.16
Price……………………………………………………………………….…….....P.16
Promotional objective…………………………………………………………….P.16
Advertising………………………………………………..…………………..…..P.17
Consumer promotion………………………………………...……………….…..P.17
Public Relations………………………………………………………….…....P.17-18
Personal Selling……………………………………………………….,………….P.18
Direct Marketing…………………………………………………….………..P.18-19
Online marketing……………………………………………………..….……….P.19

Reference…………………………………………………...………...P.20

Appendix………………………………………………...…………...P.21

Promotional objectives
During the period from Jan 2005 to Dec 2005, we would like to achieve the following objectives via this integrated marketing communications program.
Stronger the brand image in the market
Build consumer conviction towards our brand
To increase the market share by 2%
To increase the brand awareness by 10%

As there are more and more foreign new cosmetics and skincare brands enter the local market, especially the cosmetics brands from Korea are continued to get in. As a result there is a keen competition among brands.
In addition, as there are a lot of brands for customers to choose from, so that this is difficult to keep them loyal and it makes customers easily to dilute the brand. So there is a need to stronger the brand image from the cosmetics market.

Nowadays, women are independent