Brand Analysis of Chambor: Management Study Material
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This management study material discusses the brand analysis of Chambor, a well-known beauty brand. It covers their communication of values, international branding, and how they have communicated their brand in two different countries. The study also includes a recommendation section for the brand.
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Running head: MANAGEMENT Management Name of the student Name of thee university Author note
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1MANAGEMENT Table of contents Introduction......................................................................................................................................3 Brand Analysis.................................................................................................................................3 Communication of values................................................................................................................5 International branding......................................................................................................................6 Brand communicated in two different countries.............................................................................8 Conclusion.......................................................................................................................................9 Reference and bibliography...........................................................................................................11
2MANAGEMENT Introduction Chambor is one of the well-known beauty brands that is trying their level best t meet up the beauty standards of the modern day customers. It was founded in the year 1994 and has been using all the modern and updated cut edge technologies in order to evolve as the best beauty guide and bring much different beauty solution(chambor.com. 2019). Chambor makes sure that they are not taking up any chances with the skin or health of their customers(JOLIYA 2018). As a result of this, they ensure that all their products are free from synthetic materials or animal ingredients. Major issues faced by the brand are a huge competition from the other competitive firms. There are many beauty brands like Lakme, Nyaa, Olay, Revlon, L’Oreal, and others that are trying to upgrade themselves with the latest technology. Thus Chambor has to give their customers something additional that they will not be getting in any other alternative firms. The other issue is the uncertainty on their customer base. Though beauty products are gaining importance rapidly, there is still this issue of skin problem. Thus people who have highly sensitive skin do not like using beauty products(Ismail 2018). The competitors include other brands like Lakme, Nyaka, Olay and other pioneer beauty brands. They maintain a proper heritage as they never compromise with the health of their customers. They try to produce their goods from natural and fresh ingredients. Chamvor is strictly against cruelty towards animals so they keep their items totally devoid of animal raw materials. Brand Analysis Brand Onion
3MANAGEMENT High quality moisture Contribution towards women empowerment for increasing self confidence Values Empowerment, uniqueness and quality Unique colors and premium quality of products In order to analyze a dioramic form of an organization in the market, the brand onion is being created. By capturing the personality, values and essence, the brand onion helps to analyze the position of the company in a competitive business environment. Like many others beauty brands, Chambor aims to introduce its products by maintaining the quality standard as well as uniqueness so that the potential target market can get attracted. By adding the unique colors as well as moisturizing ingredients, both the matt and glossy looks of its products have been maintained.in order to develop an effective communication process the company introduced its campaignintrueyear2009onIndianmarket(Chambor.com2019).Byfollowingthe multiagency pitch, strong network of Chambor has been developed in the market. Figure: Brand Onion (Created by author)
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4MANAGEMENT Communication of values 4ps of marketing Product Chambor follows a wide range of product diversification process. Right from the year 1990, they have been venturing into all the new and upgraded technological means for enhancing their products. They have several broad categories of beauty products like lipstick, face contour, eye makeup, cleansers, and many other such wide varieties. Chambor makes sure that there is no compromise with their product quality. All their products are of a premium quality that is tested forHigh-Quality Solutions (HQS)before being launched into the markets. They ensure that all their beauty products are clinically tested and certified safe by the dermatologists so that customers with different skin type are capable of using the same. Place Place is a crucial element in the marketing mix that denoted the entire distribution channelsofthecompanyindifferentmarket(RashidandGhose,2015).Analyzingthe distribution channel of Chambor, it has been identified that retailers as well as suppliers are major contributors in the distribution process. The products of Chambor are being introduced in the market through authorized retailers and showrooms. On the other hand, with thee increasing trends of e-marketing, by making thee collaboration with different online stores the products are being distributed. Chambor is originally from Geneva, Switzerland. However, they have tried to expand their market on a Global level. They have started expanding in the Indian fashion market by developing a thorough knowledge about the taste and preference pattern of the customers of
5MANAGEMENT India. They have developed online stores so that customers living in different parts of the world are capable of going through the products and placing their orders without facing any problems. Price Analyzing the socio-economic structure in Asian countries like India, it can be said that people are price sensitive and think twice before spending money in beauty products. Chambor is a cosmetic brand that mostly targets the female population (Evans and Chapman 2016). However, analyzing thee pricing strategy of Chambor, it can be said that mainly the premium customers are being targeted by the company. Without compromising thee price range, the company aims to provide standard quality of products in the market. By cutting the age of technology and maintaining the uniqueness of the products, the premium customers are being targeted by the company. Promotion In order to develop large customer base, the company has developed its promotional plan in the international market. Social media marketing has brought huge benefits to the company from the last few years.By promoting the user generated content in the company website, the company has tried to increase the interest of people towards its products. The Switzerland based fashion giant Chambor introduced itself in the Indian market through social networking sites and advert internet websites.By developing creative content on the internet, the company has promoted itself to the customers. Celebrity endorsement is one of the important promotional initiatives adopted by the company, which has brought huge improvements in its business activities.
6MANAGEMENT International branding Chambor is a well-known beauty brand originally from Geneva. However, they have now evolved themselves into the status of Global identity. They have started operating in different parts of the world including India as well. Chamber has been capable of using all the important strategies that help a brand to gain Global or International status. Consistent brand culture Chambor has tried to imbibe a universal cultural aspect through its products. They have shown proper respect for women belonging from all different cultures and traditions. Their tagline sayingInnocent Is Me, Sensuous Is Meshows true vigor of women empowerment. They make sure that they are being able to connect to the emotions and sentiments of women belonging from all different countries(Martinezet al. 2017). They have beauty products suiting all different skin complexions of Indian Women. This proves that Chambor’s beauty range is a sign of women empowerment(Riis and Schovsbo 2016). They try to challenges the age-old and existing normative concepts like racial discrimination between white skin and black skin women. They want to portray the theme of equality and try to convey their message that all women are equally beautiful. Borderless marketing Chambor has tried it’s level best to carry on the market expansion on a cross border level. Though they belong from Geneva, they have developed a keen knowledge about the beauty trends that are going on around in the Indian beauty market. This has helped them to propagate their business in India as well. Chmabor knew that there are many cultural and social differences among people belonging from different nations(Crawford,Brennan and Parker 2017).Thus
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7MANAGEMENT they have to use the hallmark of authenticity so that after their business expansion in India or any other county the customers face no doubts regarding the product originality. All Chambor products areofHigh-Quality Solutions (HQS).They are duly tested, stamped and then released into the market. Chambor has not exhibited any special biases towards their home customers or the customers of Geneva. They have always tried their level best to make sure that they are creating a kind of equality among all their customers. In other words, the company has tried its best to provide Premium, Exclusiveand high-quality products at the same affordable price to all its customers. Brand communicated in two different countries The two counties selects are Geneva and India. Geneva is the place of origin of Chambor. Thus it is evident that the employees working in Chambor are well versed with the culture and traditions of Geneva. However, while expanding their market in India it was natural for them to face many differences in the culture and traditions of the Indians. Thus it is useful for the company to develop a proper understanding of the cultural gap that is present between the cultures of Indians and that of Switzerland (Geneva). The Hofstede model is very useful as it helps in understanding the difference between two different cultures. Hofstede Chambor is a beauty brand and thus it has to know about the mindset and the belief of its customer’s before negotiating about the sale of any particular product. Uncertainty avoidance is one of the important Hofstede model aspects that must be taken care of by Chambor(Friedmann, Garg and Holtbrügge 2018.). Geneva has a high score of 58. This shows that people there have a high uncertainty avoidance index. They do not like to get persuaded instantly(Beugelsdijk,
8MANAGEMENT Kostova and Roth 2017). They are always very alert about getting all the bits and pieces of information about the beauty products before making their purchasing decision. However, India has a medium-low score of 40(Engelhard and Garg 2018). This shows that Indian customers will look for details before making purchases but entering into too complicated and time-consuming procedure will make them bored. However Indian customers are rooted in religion this they will not tolerate anything going against their religious standards and customs(Yıldırım, Arslan and Türkmen Barutçu 2016). Thus Chambor makes sure that none of their words or actions are violating the religious and the cultural beliefs of Cross border customers(Wu 2016). For example, some animals are considered holy by Indians. Thus Chambor makes sure that they are selling totally natural products with no animal ingredients. They follow many eco-friendly and green approaches like no cruelty towards animals approach. Thus they can connect with the traditional and the religious belief of the Indian customers. Conclusion Thus, it can be concluded that Chambor is doing a good job in the beauty industry by meeting with all the recent beauty standards. They ensure not the only affordable price but also maintain the topmost quality of their products. Chambor ensures that their products are afforded by customers belonging from different income groups. Thus they always try to set the product price at such a rate that it might be afforded by people belonging from different groups and classes of the society. Chambor tries to venture into all the new upcoming trends in the fashion industry so that they can satisfy the needs and demands of all their customers. However, there is a huge threat of facing stiff competition from the rest of the pioneering beauty brands. Thus they have to follow the strategy of constant improvement in order to stay ahead in the competition.
9MANAGEMENT They will have to invest generously in their R&D department so that they get to know about all the recent upcoming trends in the market. Recommendation Chambor follows the method of continuous improvement so that they can get all those technologies which will help them to outrun their competitors. They have to strengthen their digital footprint and make sure that customers worldwide are able to use the online beauty apps. They use the Transactional marketing strategy that will help them to give attract the attention of customers and create customer loyalty. This marketing strategy will enable them to provide some additional benefits like discount coupons, free subscription or membership, and other such perks in order to make customers stick to this brand.
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10MANAGEMENT Reference and bibliography Baldus, B.J., Voorhees, C. and Calantone, R., 2015. Online brand community engagement: Scale development and validation.Journal of Business Research,68(5), pp.978-985. Beugelsdijk, S., Kostova, T. and Roth, K., 2017. An overview of Hofstede-inspired country-level cultureresearchininternationalbusinesssince2006.JournalofInternationalBusiness Studies,48(1), pp.30-47. Chambor.com. (2019).Chambor Geneva, Chambor Liquid Lipstick, Orosa Lipstick, Nail Polish, Chambor Foundation, Lipstick Shades, Orosa Products, Eye Shadow, Makeup Brand, Skincare Brand, Chambor Boutique. [online] Available at: http://chambor.com/ [Accessed 8 May 2019]. Crawford, R., Brennan, L. and Parker, L. eds., 2017.Global Advertising Practice in a Borderless World. Taylor & Francis. Engelhard, F. and Garg, R., 2018. The influence of intra-cultural diversity on self-efficacy beliefs:evidencefromIndia.InternationalJournalofIndianCultureandBusiness Management,16(2), pp.131-155. Evans, W.D. and Chapman, S., 2016. Brand Research.Social Marketing Research for Global Public Health: Methods and Technologies, p.79. Friedmann, C.B., Garg, R. and Holtbrügge, D., 2018. CEOs' cultural and demographic attributes and organisational performance of Indian SMEs: an upper echelon approach.International Journal of Entrepreneurial Venturing,10(5), pp.483-512. Ismail, A., 2018. International Marketing Strategies in the Celebrity Cosmetics Industry: A Dual Case Study: Huda Beauty and Fenty Beauty.
11MANAGEMENT JOLIYA, B., 2018. A Study of Customer Buying Behavior for PANTALOONS FASHION AND RETAIL LTD. Martinez-Fiestas, M., Rodríguez-Garzón, I., Delgado-Padial, A. and Lucas-Ruiz, V., 2017. Analysis of perceived risk among construction workers: a cross-cultural study and reflection on the Hofstede model.International journal of occupational safety and ergonomics,23(3), pp.307- 317. Pizzinatto, N.K., Pizzinatto, N.K. and Pizzinatto, A.K., 2015. More Promotions, More Sales? A PromotionalExtentOptimizationModeltoBeautyBusiness.PublicAdministration Research,4(1), p.1. Rashid, S. and Ghose, K., 2015. Organisational culture and the creation of brand identity: retail food branding in new markets.Marketing Intelligence & Planning,33(1), pp.2-19. Riis, T. and Schovsbo, J., 2016. The Borderless Online User–Carving Up the Market for Online and Streaming Services.Copyright Law: A handbook of contemporary research, Edward Elgar Publishing (2nd ed, 2017). Wu, C.W., 2016. The international marketing strategy modeling of leisure farm.Journal of Business Research,69(4), pp.1345-1350. Yıldırım, E., Arslan, Y. and Türkmen Barutçu, M., 2016. The role of uncertainty avoidance and indulgence as cultural dimensions on online shopping expenditure.Eurasian Business and Economics Journal,4, pp.42-51.