Marketing Strategy for Rimmel's Innovative Lipstick

Desklib provides solved marketing assignments and past papers to help students succeed.

Marketing plan
Beauty and Personal Care sector

Introduction
• The company that has been selected is in the beauty and personal
care category and the company that ahs been selected to focus
upon is Rimmel
• The company is owned by Coty, Inc
• The company was established in 1834
• The company ahs positioned itself as edgy brand that focuses on
the need and requirements of the customers by innovating and
helping the customers be in sync with the trend
(Rimmellondon.com 2019)

Product
• product that the company will develop is a dual ended lipstick
• One end perfect matte finish liquid Lipstick
• Other end tinted primer
• Can be used for multiple purposes

Customer need
• Innovation and creativity
• Less fussy
• High impact
• Fexablity

Company
• Lipsticks are in focus in the industry
• Liquid lipsticks have a lot of potential of improvement
• Makes the make routine easy
• People look for a fuss-free use

Distribution
• The products will be available at all the places where Rimmel is
already present
• Focusing on UK at the beginning
• Both online and in retail stores

Price
• Keeping up with the affordable theme of the company
• Competitive pricing strategy
• Around £ 6 for a component
• Price may vary

Marketing campaign
• Focus of IMC on the versatility of the product
• PR
• Press conference
• Traditional : print and OOH
• Digital : Facebook, YouTube and Instagram

Conclusion
• The name of the product is unique and will help the company in
gathering the attention of the customer, the packaging will also be
vibrant and will also contain the instructions about how it can be
used. This is a good strategy for the company as the product is
innovative and the consumers in the make up community are
always looking for options that are creative and unique. The
product will also help in creating a space in the competitive make
up world as the product is one of a kind in the mainstream market.

Reference list
• Kelly, S., 2016. Beauty: Makeup trends: Makeup top 5. PS Post Script,
(Jun 2016), p.42.
• Kimyon, R.S., Liou, Y.L., Schlarbaum, J.P. and Hylwa, S.A., 2019.
Everlasting Liquid Lipstick: Reminder to Patch Test Personal
Products. Dermatitis, 30(1), pp.78-79.
• Rimmellondon.com., 2019. About Rimmel. [online] Rimmellondon.com.
Available at: https://www.rimmellondon.com/en_gb/about [Accessed 7
Jun. 2019].
• Wood, D., 2019. Red lipstick is officially the hottest beauty trend of
2019. [online] Nypost.com. Available at:
https://nypost.com/2019/02/06/red-lipstick-is-officially-the-hottest-
beauty-trend-of-2019/ [Accessed 7 Jun. 2019].

Bibliography
• Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp.
25-42). Routledge.
• Chang, W. and Taylor, S.A., 2016. The effectiveness of customer
participation in new product development: A meta-analysis. Journal
of Marketing, 80(1), pp.47-64.
• McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning:
theory and practice. In The marketing book (pp. 108-142).
Routledge.
• Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-
by-step guide. Routledge.