Shiseido Marketing Report

Topics: Cosmetics, Make-up artist, Marketing Pages: 8 (2086 words) Published: October 12, 2012


1. Introduction

2. Situational Analysis

3. Promotional Strategy

5. Problems and Issues

6. Overall Findings

7. Campaign Measurement Strategy

8. Evaluation

9. Recommendations

10. Appendices

10. Questionnaire

11. Facebook Figures

12. Blog Post


The market segmentation of mascara users is classified into 2 sections. There are youths from 16 to 25 years old and ladies from 26 to 35 years old. Majolica Majorca’s key demographic is a young, stylish woman between 18 to 25 years old. Women in this age group are thought to be fashionable trendsetters and possess a love for makeup.

There is plenty of competition in the market, for example, L’Oreal’ Paris, Maybelline and Avon. Compared to their competitors, Majolica Majorca is sold at a relatively reasonable price point thus making it more accessible to the younger market


We divided our situational analysis into four portions; marketing environment, product brief, consumer analysis and competitor analysis.

Firstly, the location assigned to us was Taylor’s University, a marketing environment that was rich in our key demographic of women between 18 to 25 years old. Students of this university consisted mainly of the middle to higher income category. This provided us with plenty of potential customers who could afford our product. The promotional booth was set up in front of the Student Life Centre, a recreational area where students relax in between classes. The booth was crowded throughout the one and a half hours assigned to us, with customers streaming in long after our time slot was over.

Secondly, there is no other mascara better than the Lash King mascara currently in the market. Being smudge proof and waterproof was a major selling point as trialists were able to experience first hand how true this was. Its 5mm fiber, the longest in mascara history, proved to be a hit amongst our trialists as well as they could now have longer lashes.

On the first day of our promotional event, we experienced an assortment of people queuing up to try the Lash King. Whilst a majority of our trialists were students, we received a substantial amount of trials from staff as well as campus visitors. While shy at first, after a considerable amount of persuasion, people were willing to try the Lash King. Some even convinced their friends to try it along with them. On the second day however, trials were slow. The small amount of trials we got were made up of students staying back late to do revision or campus staff who were on their way home.

Competition was tough throughout the promotional event. However we managed to differentiate ourselves from the competition by utilizing the services of actual Majolica Majorca make up artists. This provided us with two benefits; It provided trialists with professional make up service and it exposed trialists to the wide range of Majolica Majorca products.


The main objective of the campaign was to increase awareness of the Majolica Majorca Lash King product. Once enough awareness has been generated before the event, we hope to translate it into trials and sales. Our target was at least 100 trials and at least 15 sales. Thus we have gone with a two-pronged approach to achieve our objectives.

The first stage of our two-pronged approach involves generating awareness the Lash King and for our campaign. Utilising online advertising’s ability to reach out to a large group of people with minimum fuss, we reached out through social media portals by setting up a Facebook page, Twitter account, and posting YouTube videos. We approached well-frequented fashion blogging Websites to assist in the promotion of our event. The Facebook fan page will update fans on our booth schedules, special promotions. Interaction...
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