MBA 124: Marketing Management - Bella Cosmetics Marketing Mix Analysis

This report provides a comprehensive analysis of the marketing mix employed by Bella Cosmetics, a local cosmetics brand in Myanmar. It begins with an introduction to the competitive market and the significance of brand image, particularly in the cosmetics industry. The report then profiles Bella Cosmetics, detailing its launch, product offerings, and market positioning. A key focus is the application of the marketing mix – product, price, place, and promotion – to Bella's business strategy. The product section examines Bella's diverse range of cosmetics, their quality, and the use of natural ingredients like Thanakha. The pricing strategy is analyzed in relation to the target market's affordability. The place element discusses Bella's distribution channels, while the promotion section highlights the brand's advertising, social media presence, and sponsorship activities. The report concludes by summarizing the impact of the marketing mix elements on consumer purchase intention and Bella's brand image, referencing its effective promotional strategies and overall market success.

UNIVERSITY OF ECONOMICS
MASTER MEIKTILA OF BUSINESS ADMINISTRATION (MBA 17TH
BATCH)
MBA -124
MARKETING MANAGEMENT
MARKETING MIX OF BELLA
BY
Name- Lin Latt Khin
Roll No - MBA I-26
Date- 4th August ,2022

Introduction
In today’s competitive market, company try to find better and innovative ways to create and
sustain their competitive advantage which helps them to a better manage the commercial key
success factors of their market. Nowadays, the customers respond according to the product
quality and reliability. And, they are more aware of the brand images. For customers, a brand
provides a certain degree of product guarantee. Shopping around can be time and energy
consuming and customers do not always possess enough product knowledge to ensure the best
purchase. Under circumstances, customers usually go to the well- known brand which may result
in higher cost but requires less research effort. Thus, brand image effects how customers view a
product. For marketers, whatever the companies’ marketing are, the main purpose of their
marketing activities is to influence the customers’ perception and attitude towards the brand,
establish the brand image in customers’ mind and stimulate consumers’ actual buying behavior
of the brand. These factors play a major role in dominating the market. In today’s society, most
people emphasis on beauty and physical attractiveness. So, the cosmetic industry has expanded
rapidly in keeping with dramatic growth and aggressive consumption in Asian, Eastern
European, and South American market. And, the customers wear the market the purpose of
sexual attractiveness, emotional structure , better physical appearance ,etc. When most people
hear the word ‘‘cosmetic’’, they only associate it with beauty products for female while it
encompasses a wide range of products for both male and female including makeup, lotion,
shampoo, powder, shower, skin care products, deodorant and hair spray etc. Although most
people use the cosmetics, there are many competitors who produced the cosmetics product. So,
marketing should use carefully marketing mix-product, price, place, promotion. The marketing
mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in
the market And, All the elements of the marketing mix influence each other. They make up the
business plan for a company and handled right, can give it great success. But handled wrong and
the business could take years to recover. The marketing mix needs a lot of understanding, market
research and consultation with several people, from users to trade to manufacturing and several
others. So, the marketing mix plays important role the business.
Profile of ABC beauty Company Ltd
Bella is distributed by “ABC” company Ltd. Its head office is located in Yangon. It is situated in
Kabaraye pagoda Road, Yangon. Bella is the local start up cosmetics brand from Myanmar that
launched in July in 2016. It was founded with the aim of providing affordable make up and
cosmetics product for the mass market of Myanmar. Bella introduced different range of products
to the market allowing people to enjoy the perks and benefits of using good quality cosmetics
that are within a reasonable and affordable price range. The products are made in product NO1
Cosmas industry product as private level products in attractive packaging to attract the target
customers and are sold back in Myanmar under the name Bella. They first made their name after
they had sponsored The Myanmar Academy Award in 2017,8 months after their official launch.
The brand becomes the most mentioned the topic of the night due to their aggressive
sponsorship. The vision of Bella Cosmetic is “Be a Star”. Customers can use the products
without suspect for its quality assurance because steroid is not used and it is certified by FDA.

Product
Products refers to the item actually being sold. The product must deliver a minimum level of
performance; otherwise even the best work on the other elements of the marketing mix won't do any
good. Bella is known for good quality and it is used and advertised by famous bloggers and celebrities.
Bella is certified by FDA for its product quality. The ingredients of Bella products are natural resources
such as Myanmar Thanakha, aloe Vera, honey bee and roses. There are formulated with Korea mineral
and Vitamin C. Bella Cosmetics are based upon the natural resources especially Myanmar Thanakha.
Myanmar people love to wear Myanmar Thanakha. Thanakha has been a distinctive feature of the
culture of Myanmar for over 2000 years. Along with its many beauty-enhancing properties such as skin
lighting, sun protection, anti-ageing and an antiseptic acne treatment, Thanakha extracts have been
scientifically proven to be an agent for strong anti-inflammatory, anti-oxidation and anti-bacterial
activities. Therefore, Bella is product to be the first cosmetic company in Myanmar to launch a full of line
of cosmetics using Thanakha essence in the products. Bella brand releases products related only face
from facial form to eye shadow. Wide range of make-up and lipsticks are available so that the customers
choose what they like. There are many products in Bella Cosmetics. They are Thanakha Cleansing Foam,
Thanakha & Aloe Vera Soothing Gel, Thanakha Water Sleeping Mask, Thanakha Cushion, Thanakha
Foundation, Thanakha Powder Pact, Thanakha 2WAY Foundation, Thanakha Loose Powder, Thanakha
Toner Mist, lip makeup, eye makeup, skincare products, etc. While the products are of high quality, they
are also abundantly available at prices that are also abundantly available at prices that are affordable for
every woman. From classic color and make-up essentials to hot, new, contemporary colors and
products, people from all age’s groups can find something to love Bella Cosmetics. Bella foundation,
powders and concealers strive to offer flawless coverage while at the same time benefiting and
nourishing the skin. The healthy foundation illuminates and improves the appearance of the skin. Bella
make-up control oil and fit for all Myanmar women. Bella products are easy to use makeup for face and
eye. Most of their formulas are available in washable and waterproof formula. In lipsticks, they offer
many colors from classic red to the latest urban orchids. The lipsticks give lips a touch of colors and lots
of shine. Reviewers said these lipsticks color last long time and stayed on even after eating. Bella
lipsticks can be also use for face and eye. Bella products can help consumers to enhance their
preexisting natural beauty. Bella’s face products not only control oil but also solve the face problems.
Bella’s product fit for all Myanmar women.
Price
Price refers to the value that is put for a product. It depends on costs of production, segment
targeted, ability of the market to pay, supply - demand and a host of other direct and indirect
factors. There can be several types of pricing strategies, each tied in with an overall business
plan. Pricing can also be used a demarcation, to differentiate and enhance the image of a product.
Bella produces its products with good quality and reasonable price. Bella products are available
in the range of from 1000 depending on the kinds of product. The disposable income of the
working class is fairly low and people do not have any extra income to spend on other
international brand products as they are quite expensive. To satisfy needs, Bella introduced
different range of products to the market allowing people to enjoy the perks and benefits of using
good quality cosmetics that are within a reasonable and an affordable price range. There are one
of the reasons why Bella has become reputable.

Place
Place refers to the point of sale. In every industry, catching the eye of the consumer and making
it easy to buy it is the main aim of a good distribution or 'place' strategy. Retailers pay a premium
for the right location. In fact, the mantra of a successful retail business is 'location, location,
location. Company believes in building a direct relationship with its customers and offers
personalized services. It has well-trained and excellent support staff that provide make-up
lessons, application procedure as part of customer services. Bella also offers consultation
services which can be booked via the phone or its website. Products of Bella Cosmetics are
available online via some specific channels only. Another important element of marketing mix is
a place that is also called distribution. The decision of where organizations should sell their
products is the issue raised under the place of marketing mix. Place strategies can be classified as
exclusive, selective and intensive. Exclusive means fewer places and selling just one brand.
Selective is the middle way, where the products are sold at chosen places that could be outside
the organization. Intensive strategy implies products are visible and available all over the place
and is most used by low-price/ high-volume strategies. Lamb, Hair, and McDaniel (2011) said
that products need to be available in the right place and time. Location relates with convenience,
accessibility and availability of a premise. These can reach consumers by means of various
channels such as stores, supermarkets, wholesaler and pharmacies. Consumers purchase products
not only as a result of product quality, promotion and loyalty scheme but also of convenience
place. For beauty and health, location is one of the critical success elements of retail. As such,
location is the '' must have '' element that marketers need to consider when beauty and health care
products are offered. When the products are available for customers, it would result into higher
purchase intention. Without the right place strategy, consumers cannot access the product that
offered.
Promotion
Promotion refers to all the activities undertaken to make the product or service known to the user
and trade. This can include advertising, word of mouth, press reports, incentives, commissions
and awards to the trade. It can also include consumer schemes, direct marketing, contests and
prizes. Bella brand become popular after they had sponsored for Myanmar Academy Awards.
Bella’s sponsorship programs can be said as one of the successful promotional methods. And,
Bella uses a variety of sales promotion and advertising methods. The sales promotion tools are
price reduction, lucky draw, giveaways, cosmetics fairs and demonstration by well-known make-
up artists. Advertising tools the company uses are TV commercials, advertisements in
Magazines, Radios and social media. The social media are quite used as their marketing channels
in this digital era. The brand presents a range of different ways to express themselves through
their Facebook, and Instagram including an array of advertisements campaigns, video
commercials, and make up tutorial s using famous celebrities and bloggers from Myanmar. Bella
uses three main social media channels which are Facebook, Instagram and You tube. Out of all
the three channels described, Facebook is the mostly used platform in Myanmar, making it the
most active medium used by Bella. Bella’s Facebook page went live on 28 July,2016 and has
2177966 likes and 2490608 followers in 2012 which is considered quite high compared to its

competitors. Bella Facebook page is the most active page among cosmetics pages in Myanmar.
Bella provides updated information about various products on their official Facebook page so
that customers can have a variety of choices. New products and its features, ingredients, prices
and usages are advertised on Bella Facebook Page. Bella uses public relation tools such as
donation, public services, speech, sponsorship and entertainment. Therefore, Bella becomes a
well-known brand in short time period because of its powerful promotional activities.
Conclusion
Marketing mix has a significant effect on purchase intention. Product has the most significant
effect on purchase intention. Promotion is the second significant factor. In result, Bella’s
promotion programs are weak but it is the most second significant factor to affect the
respondent’s purchase intention. Therefore, it can be concluded that Bella’s promotion programs
are effective although it is not efficient. And, Bella has higher brand image because of marketing
mix.

References
https://economictimes.indiatimes.com/definition/marketing-mix
https://byjus.com/commerce/marketing-mix/
https://www.mbaskool.com/marketing-mix/products/18120-mac-cosmetics.html