Chambor Brand Analysis: Marketing Strategies in Two Countries

This report provides a comprehensive brand analysis of Chambor, a beauty brand founded in 1994, focusing on its marketing strategies, brand positioning, and international presence. It examines Chambor's brand history, statement, image, and reputation, along with its target customers and competitive landscape, which includes brands like Lakme and L’Oreal. The report analyzes the marketing mix (product, place, price, promotion) and its role in branding. Furthermore, it contrasts Chambor's marketing approaches in Geneva (its place of origin) and India, applying Hofstede's cultural dimensions theory to highlight differences in marketing communications and cultural awareness. The analysis concludes with recommendations for Chambor to strengthen its digital presence and customer loyalty through continuous improvement and transactional marketing strategies, ensuring the brand remains competitive in the global beauty market.

Running head: MANAGEMENT
Management
Name of the student
Name of thee university
Author note

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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

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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

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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
campaign in true year 2009 on Indian market (Chambor.com 2019). By following the
multiagency pitch, strong network of Chambor has been developed in the market.
Figure: Brand Onion
(Created by author)

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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
for High-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
channels of the company in different market (Rashid and Ghose, 2015). Analyzing the
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

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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.

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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 saying Innocent Is Me, Sensuous Is Me shows 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 (Martinez et 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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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 are of High-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, Exclusive and 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,

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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.

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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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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
culture research in international business since 2006. Journal of International Business
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: evidence from India. International Journal of Indian Culture and Business
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.

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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.
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Promotional Extent Optimization Model to Beauty Business. Public Administration
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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
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Yıldırım, E., Arslan, Y. and Türkmen Barutçu, M., 2016. The role of uncertainty avoidance and
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Economics Journal, 4, pp.42-51.