From the beginning, our founder Rihanna was very clear that absolutely no one was to be excluded. The day after that, they sent another email reminder P.S. Weinstein, A. T. (1994). This niche appears to be highly lucrative in the modern environment, as it entails various sources and platforms that allow direct contact with the audience (Jackson & Ahuja, 2016). From social media to influencer marketing, the brand has successfully spread the word about its products. In this work, a strategic marketing plan for the Fenty Beauty skin foundation will be proposed, and the implementation of the integrated marketing communications (IMC) approach will be discussed. Within a few months after Fenty's launch, the term fenty effect was coined. We track 5000+ brands from more than 20 industries - from all niches and countries. Well, we got you covered! A pricing plan for Fenty Beauty that achieves purchasing power parity (PPP) with competitive products should allow a comparison of the purchasing capability across currencies. International Journal of Social Sciences & Educational Studies, 4(4), 100-109. Fenty Beauty first launched with 40 beautiful shades of foundation and today we have 50. A business needs to make adjustments to its compensation systems to fit the global environment where the rewarded business employees or salespeople can help the business achieve its international sales (Gebauer et al., 2009). Fenty Beauty set the standard for inclusive beauty by actually including varying skin types from light to deep causing brands to realize how necessary representation is especially with Generation Z whom are more comfortable about expressing themselves while authentically and breaking down stereotypes. (Use the information from my course project only) Create a presentation that summarizes your Marketing Plan paper using the outline below. Her vision of "Beauty for All" became our marketing mission. CASE STUDY: Fenty Beauty's Social Media Strategy | by Seun Longe | Medium 500 Apologies, but something went wrong on our end. https://www.fxstreet.com/education/how-do-foreign-exchange-rates-affect-a-business-202003040917, Indigo9 Digital Inc. (2019, July 18). (2016). This clear mission is demonstrated not just in their assortment of products but also in their marketing efforts. Salehi-Kordabadi, S., Sajjad K., & Qorbani-Azar, M. (2020). Ideally, a channel mix comprises of three major things. Using the product standardization and adaptation in this context would involve using social media promotion and uniform production technology across the globe. Fenty Beauty exports its products all over the world through shipping companies. . At Panoramata, we use various data points to assess the quality of an email: for instance, spam score, subject length, email size and many others.. Managing these relations should be attempted by sustaining a positive public image of the company and social expectations construction (Naumovska & Blazeska, 2016). Keller, K. L. (2016). The economic stability of a country is a very necessary factor to consider before expanding your business. Yang, D., & Lee, C. (2016). "Fenty Beauty Skin Foundation's Strategic Marketing Plan." When Rihanna announced that she would be launching her beauty brand Fenty in 2017, most people felt it would just be another celebrity-backed brand. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. . Fenty Beauty by Rihanna was created with promise of inclusion for all women. According to the 2016 report by the Harvard Business Review, considering developing an assessment tool helps in gauging internal readiness for making significant sales at the international market (Baldauf & Lee, 2011). The relationship between mission statement and firms performance. Meanwhile, Fenty always managed to include and celebrate all their consumers, regardless of their ethnicity. Ensuring that the customers have been satisfied and all that they need is made available will ensure that sales are stimulated. (2020). Fenty's makeup is superior quality and includes lip balm, blotters, and even primers that work for all skin tones. It still got a discount though a little less since the early access promo has already ended. Rihannas goal was inclusivity for all.. The singers Twitter also comprises promotional posts about Fenty. Nonetheless, Fenty continued this explosive strategy through perfectly-timed product launches. Even though the Pro Filtr Soft Matte skin foundation is currently highly successful, it is not suitable for women with oily skin. According to the Morningstar for Currency and Coinbase for Cryptocurrency as of 22 November 2020, 1 Canadian dollar exchanges for 0.76 U. Contrary to the brand management strategies of price differentiation in the host market, the domestic market enhances brand management through quality over the competitors and through social media promotion via Rihannas social media accounts, making it famous worldwide. You havent seen representation until youve seen a Fenty Beauty campaign. Multinational companies rely on either functional, divisional, matrix, or flatarchy organizational structure. Finally, personal selling can be utilized to interact face-to-face with the buyers (Naumovska & Blazeska, 2016). Consumers these days can easily recognize a brand that puts in genuine efforts into its advertising. Journal of Direct, Data and Digital Marketing Practice, 17(3), 17086. Strategies range from paid social media campaigns, out-of-home advertising, and even pop-up shops where consumers can immerse themselves in the brandand buy the productin their favorite store. In the domestic market (U.S), Rihannas Fenty Beauty not only focused on dark-skinned consumers but also incorporated other sections of the market, such as albinos and pale people. Fentys success is, however, quite clear, with the brand generating $100 million within the first 40 days of its launch. There is a situation in which manufactures are unable to directly link with consumers. The Fenty Beauty products are well manicured to fit well in any society as it puts in mind factors like gender and age. Their posts are also highly relatable to their followers. Gebauer, H., Ptz, F., Fischer, T., & Fleisch, E. (2009). 4.2.1 Fenty Beauty Marketing Analysis 34 4.2 Huda Beauty and Fenty Beauty social media and how consumers respond to them? Fenty Beauty International Marketing. . Utilizing questionnaires to examine the client levels of campaign understanding and the degree of satisfaction might provide further insight into social expectations. How do foreign exchange rates affect a business. Rihanna spent years developing her makeup range, and it paid up at the launch. The unapologetic, empowering line speaks both to Fenty Beauty's brand purpose and audience. The enhanced compound will target a specific customer group suffering from oily skin complications. An example is the Galaxy collection a futuristic series of lip and eye products. This will help in detecting potential difficulties and addressing them in the required manner. Keywords International marketing strategy, celebrity, social influencer, cosmetic brands, social media . Fenty Beauty Brand Analysis/ Marketing mix Table 15. Consumer and trade promotion will be undertaken at regular intervals. Rihanna also changed her Twitter strategy to promote Fenty Beauty by constantly engaging with her audience by retweeting the Fenty hype and replying to tweets related to the brand. Apply online instantly. Contents 1 Introduction 1 2 Literature Review 3 . Similar to the host market, Fenty Beauty utilizes several ethnicity models for including different market segments (Indigo9 Digital Inc., 2019). It will be necessary to underline the fact that Fenty Beauty was founded by Rihanna and to promote the efficacy of the foundation by stating the problems that the focus audience encounters. But for Fenty Beauty, we noticed that their subject lines are around 40 characters on average. Globally sourced clean ingredients: Fenty skin. First, they sent an email, with Youre officially a part of the Fenty Squad! as the subject line. International Journal of Emerging Markets, 23, 34-67, CLICK HERE FOR Homework Essay Writers Solution, 2023iQualityEssays. They have this Singles Day - 11.11 Campaign which started on 11th of November and ends on the 15th. This is executed based on past information, customer preferences and the availability of channel distribution to be used. Another incremental trait of the foundation design can be implemented in its marketing strategy. BusinessEssay. Rihanna doesnt shy away from using her fame as an asset for the social media strategy. Iorait, M. (2016). Customized products are the ones made based on customer needs. Web. Hinted at in its "beauty for all" tagline, Fenty offers products in 40 shades for each and every skin tone and undertone meaning its target audience is quite all-encompassing. To conclude, a strategic marketing plan for the new Fenty Beauty product was proposed in this work. Some products are best supplied to the users directly while some require intermediaries. Fenty Beauty is competing with the best brands in the industry which only shows the level of commitment to the product. Theres a synergy between all of Rihannas brands. Her vision of "Beauty for All" became our marketing mission. And their most common words used in their subject lines are the, to, for, your, free, holiday. By meeting the needs of a mass audience (which includes pretty much every person who wears makeup), Fenty is able to appeal to a very wide range of consumers. BusinessEssay. Be the first to know when our podcast launches so we can help you go from dream job to real job! Thus, it is prominent to indicate that people suffering from oily skin complications can use the proposed product. Probus Publishing Co.. Ahani, A., Nilashi, M., Ibrahim, O., Sanzogni, L., & Weaven, S. (2019). Organizational structure. Fenty doesnt just preach inclusivity in their product line; it is also apparent in its advertising and social media engagement. From their posts to their. However, the lesson in this Fenty beauty marketing strategy is clear; when you dont cater to your customers needs first, someone else will. The most suitable method for measuring the campaigns effectiveness achieved could be questionnaires designed to ascertain the customer perspectives. This is a key component for any ecommerce email marketing strategy. Cosmopolitan. They sent 4 emails in line with the campaign. Does this mean Rihanna has a favorite amongst her businesses? The competitions primary sources will be similar skincare companies providing the same target groups with such treatment, for example, Maybelline, Shiseido, and Giorgio Armani. Fenty Beauty collaborated with Savage Fenty, Rihannas Lingerie brand by being the exclusive makeup brand for their runway show which was promoted on their social media platforms. The product devised can be used by individuals at home and large corporations providing treatment to their clients, contributing to the substantial purchasing power. Call 1-855-440-7474 Free 30 Day Returns Secure Shopping Subtotal - Free Shipping & Returns on all orders $0.00 View bag or NEW ADDITIONS! Attributes refer to the characteristics of a product, service, place, thing, or a person. They know what internet slangs are trending and tap into it to communicate with their audience. This was made clear when in 2021, Rihanna announced that the Fenty clothing line was shutting down. It is common for cosmetics brands to be presented by various cosmetics stores simultaneously (Jowett et al., 2020). It made it clear who their consumers were. According to these facts, this marketing campaigns clientele will primarily focus on including people of male and female gender from the ages of 14 to 65. it includes tutorials and beauty tips. Fentys makeup is superior quality and includes lip balm, blotters, and even primers that work for all skin tones. The brand is also known for partnering with several social media influencers. Rihannawas 100 percent involved in the creation of the makeup line, including packaging, marketing, and formulation. Finally, technological advancements of the current age, such as online marketing, will be utilized. Her vision of "Beauty for All" became our marketing mission. Fenty beauty aims at filling the gap left by other brands in the market, where foundation colouring and product standards is exclusionary to most people in the society, involving individuals that require both lighter and darker shades. Devising a marketing campaign for an improved Pro Filtr Soft Matte skin foundation created by Fenty Beauty is necessary for the products affluence. For instance, external aspects set the way for international opportunity. Service orientation of organizational structures. This makes it easier to track User Generated Content and helps to build a beauty community of Fenty Beauty users who can also follow the hashtag to see how other consumers are making use of their products. Rihanna is a popularly known singer, songwriter, and the owner of the Fenty Beauty brand, as such most of the customers are her fans. This hashtag is used to school their followers on how to get the best use of their products. In-depth knowledge of the language and culture of various global markets where the company does business is critical. Need. Fenty's success, however, stems deeper than just her. We recommend trying to keep your subject lines within 34 characters. , 3 days after, they sent an email So whats in it for you?. To change over time, my global marketing of product needs to adjust to media mix and exhibit overseas. The brand also posts reports from customers wearing and using Fenty products on themselves. Additionally, Fenty displayed a diverse range of models from different backgrounds, ethnicities, and styles in their campaign launch video. Companies frequently spend millions on advertising when launching a new product to create awareness and spark sales. The requirements for make-up tools and lotions are incredibly time-specific at the present period, requiring different qualities (Yang & Lee, 2016). Not only did she want to reach the underserved communities with deeper complexions, but she also wanted lighter complexions with varying undertones to be represented as well. Fenty Beauty brand is owned by Robyn Rihanna Fenty that deals with cosmetics and it was launched on September 8, 2017 by Rihanna. This is the fastest way to reach the company's target, as billions of people in the world use it. Fentys launch was explosive because it took place during a critical time in the makeup and fashion industry: New York Fashion Week. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. What about Fenty Beauty subject lines then? BusinessEssay, 1 Dec. 2022, business-essay.com/fenty-beauty-skin-foundations-strategic-marketing-plan/. Fenty Beauty has shied away from stuffy marketing campaigns. Here are some screenshots of their last emails: Also, an important thing to consider here is the size of the emails - the lighter, the better (under 700kb is a good benchmark). These two trends will make my product uncompetitive in the market since the customers will have the ability to determine if the product meets their needs. First, they sent the email You forgot something.. It helps to stay top of mind with their customers regardless of time zone. Working across functions, workers will expand their skills, abilities, and knowledge, thus growing their professional within the business (Ahmady et al., 2016). (2020, March 24). The Instagram feed also contains beautiful shots of the products to showcase their inclusive range. Lets dive right into it. They revolutionized the makeup business by launching with a 40-shade foundation range. An extensive marketing plan is required before releasing the product to the mass market. During Cyber Week, the brand released a sitewide sale with 5 emails on the sequence. Journal of Personal Selling & Sales Management, 31(3), 211-217. The brand made a world-class partnership with the LVMHs Kendo Beauty opening a wide distribution channel in the domestic market (Indigo9 Digital Inc., 2019). The brand encourages its customers to make use of the hashtags to post their content when they make use of Fenty Beauty products. The rise of social media. Within the first month alone, the companydid $100 million in sales. Direct distribution channel allows consumers to directly buy products from the manufactures while indirect distribution channel allows the consumers to receive the products through intermediaries, and not directly from manufactures. 36 5 Methodology 38 6 Conclusion 44 For instance, a group can be formed to work on IT and another in marketing. Fenty Beauty . Standardized is the one made based on the product development scope in place. (2017). Smaller body types are not the norm for a Fenty Model, body types with varying shapes and sizes model the makeup. However, it is possible to overcome these providers by following the most relevant trends in this sphere. Retrieved from https://patents.google.com/patent/US20160071050A1/en, Meynhardt, T., Brieger, S. A., & Hermann, C. (2020). Fentys products are made to be photographed and also photographed in. With this structure, it means Fenty Beauty employees or workers report to at least two seniors depending on the circumstance or project (Ahmady et al., 2016). Today, Fenty Beautys marketing strategy is to provide beauty for all. Being vital activities involved in channel management, they all rely on certain factors. Different cultures live differently and have different beliefs as such when expanding internationally Fenty Beauty has made sure to understand the consumer and business culture of Asia. She changed her Twitter profile picture to herself at the Fenty Paris launch party in 2019. Your shopping bag is waiting. As for the online markets, their significance is remarkable due to the recent web purchasing trends. This will ensure that the right decision in the distribution channel has been arrived at. Apply to Senior Brand Manager, Content Manager, Digital Marketer and more! International Journal of Research, 4, 2537. The associated risks such as loss of parcels along the way, late deliveries, delayed deliveries are all examples of risks in the cosmetics market and Fenty beauty has put across measures that ensure the risks are controlled in advance. Cultural. This makeup brand launched a vast range of 40 foundation shades, which is unusual for a mainstream brand. Focus on Fenty Beauty email Marketing Strategy At Panoramata, we use various data points to assess the quality of an email: for instance, spam score, subject length, email size and many others. The second step is the appropriate consideration of the audience includes understanding their needs, and ways through which they will be in a better position of accessing products they require (HR & Aithal 2020). Naumovska, L., & Daliborka, B. Journal of Economics, 7, 17586. Well write a 100%plagiarism-free paper this fast! Given that this product is based on similar merchandise, it is necessary to explore the price compared with other brands. Fenty Beauty has shied away from "stuffy marketing campaigns". They use the software Klaviyo to send these emails. Thus, succeeding in these international sales will require a collective understanding of the adaptation language and cultural skills in a new global market. Factors to be considered when selecting a Celebrity endorser. Interaction with the target market will be implemented through the use of digital media. The goal of most top companies was to catch up with Fentys impact. Hybrid remote in San Francisco, CA 94105 +1 location. . The other aim is strengthening the share by offering comparatively lower prices, which may end not bringing profit but improves the market share by fighting competition, shortening the payback period, and preventing new entry. Also, having global business to business sales helps in making sales to a team of real individuals and connecting to various people or business at advanced levels in the market. 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