Marketing Strategies of Rimmel London: A Comprehensive Analysis

This report provides a detailed analysis of Rimmel London's marketing strategies, competitive advantages, and market performance. It begins with an overview of the brand, its history, and its current market position. The report then delves into an environmental analysis using the PESTLE framework, examining political, economic, social, technological, legal, and environmental factors affecting the company. A thorough evaluation of Rimmel London's current marketing strategies is presented, including customer segmentation, product mix, pricing, and promotion. The report also analyzes Rimmel London's competitive advantages, comparing it to competitors like Maybelline. The analysis extends to product rationale, specifications, and target segment identification. Finally, the report offers recommendations for marketing objectives and goals, along with appropriate marketing strategies to achieve them.

MKT306

EXECUTIVE SUMMARY
This assignment has analysed and evaluated Rimmel London's current marketing
strategies and their position in market. It has examined the brand's competitive edge against other
existing brands. Organisation's effectiveness and market performance has been analysed, which
will includes profitability, sales trends and overall growth. Rimmel London's new products have
been outlined and target segments were identified. Finally, recommendations for marketing mix
were addressed which enabled achievement of objectives.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Identification of brand............................................................................................................1
Environment analysis.............................................................................................................1
Current marketing strategy evaluation...................................................................................3
Analysis of Rimmel London's competitive advantage...........................................................4
PART 2............................................................................................................................................5
Product rationale and specifications.......................................................................................5
Product segment targeting and position.................................................................................7
Recommendations of marketing objectives and goals...........................................................8
Appropriate marketing strategies...........................................................................................9
CONCLUSION..............................................................................................................................11
2

INTRODUCTION
Marketing strategy is a plan that an organisation creates in order to attract people to buy
their products and services. Market research is conducted so that there is maximisation of profits
and business is able to sustain (Brown and Dant, 2014). These strategies are created through
proper analysis and evaluation of an organisation and their goals, which aids in manufacturing
the right products for customers. Rimmel London is a cosmetic brand, which is based in England
and was founded in 1834. It is one of the most popular brands and sells their products globally.
This assignment will cover marketing strategies used by Rimmel London and comparison
between competitive brands will be done.
PART 1
Identification of brand
Rimmel London was founded by Eugene Rimmel, a 24 year old that used to work with
his father in a perfumery. He created an organisation which has now become a leading cosmetic
brand across the world and is currently managed by his heirs. He had travelled the world in order
to search ingredients and ideas, so that he could create amazing cosmetic products. He was
interested in advertising techniques and used them to make mail order catalogues that attracted
many customers during the initial stages of Rimmel London (Company profile and industry
analysis of Rimmel, 2018). This company uses innovations that pushes their boundaries so that
they are able to create products for new looks and ideas that customers use.
They are famous for their mascaras and encourage women all over the world to
experiment and find what suits them best. They have an exception marketing management that
have chosen many celebrities that endorse their brand (Palmatier and Sridhar, 2017). Existing
products are modified and upgraded so that their quality gets improved, while Rimmel London
tries to launch new ones every year. Rimmel London has a clear vision of creating products that
are unique just like every woman in the world and this has caused them to be a powerful brand in
the market.
1

Environment analysis
Rimmel London operates in an environment, where there is extreme competition. They
sell their products all over the world and are exposed to many threats. PESTLE analysis of
organisation is given below:
Political factors
Political factors affect company as there are many acts present across different countries.
This includes product safety and some ingredients are banned in multiple nations, which makes it
difficult for Rimmel London to create products that can be sold worldwide (Company profile and
industry analysis of Rimmel, 2018). They have to follow tax regulations and policies regarding
international trade, otherwise they will not be able to sell their products outside UK.
Economic Factors
Economic factors include recession, as UK is vulnerable and has faced this situation
numerous times. This causes customers to reduce or change their buying habits which can
negatively influence company (Laroche, 2014). But they sell their products at affordable prices,
and such economic changes do not have an adverse effect on them. This industry offer jobs to
many individuals, which brings a positive impact on UK's economy.
Social Factors
Social factors are very dynamic and customers' lifestyle, living standards differ on a
regular basis. Rimmel London ensures that they meet their expectations by implementing
different strategies for products that they produce so that consumers are attracted and retained for
a long time (Samli, 2015). They stay updated with latest trends that occur in UK and hire famous
personalities that are currently trending in the country, to endorse their products.
Technological Factors
Rimmel London effectively adopts new technological changes that happens in the
environment in which they operate. This helps them in creating good quality products as well as
conducting tests, which enables them to determine any issues, so that it can be fixed. With
advancements in technology, company is able to sell their products online, which makes it easier
for them to reach their customers (Ritter, 2016). Overall, this factor has positively impacted
Rimmel London.
Legal Factors
2

Legal factors include various acts and laws that have to be followed by the organisation as their
products will be tested by various federations and can be sold only with their approval. This can
create tough situations for company because if their products are not approved, it can be a loss
for them (Brown and Dant, 2014). They have to ensure that they comply to these laws, so that no
issues are created and they will be able to successfully sell their cosmetics.
Environmental factors
Rimmel London takes care of the environment as they produce products that are eco-
friendly. They manufacture products with the use of machines that reduce wastage as well as
pollution. They are also known to be animal cruelty free and do not test their products on them.
This has helped them in maintaining their brand image and reputation.
Current marketing strategy evaluation
Rimmel London has a marketing team that creates various strategies that are regularly
monitored and updated. They conduct market research which helps them to identify segments, so
that strategic planning can be done. Their customer segmentation consists of young individuals
around the age of 16 to 24 years and product mix includes mostly every cosmetic that they retail.
Company's strategies include regular additions of celebrities to endorse their products. Rimmel
London manufactures and sells products that have been planned with precision. They create them
using good quality raw materials and latest innovations (Palmatier and Sridhar, 2017). These
include pressed powders, foundations, lipsticks, concealers, mascaras, eye liners and gel nail
paints. Their prices have been set at affordable rates, starting from $9 to $20.
The latest collaborations include Rita Ora, a famous singer and actor of UK, while new
face of organisation is supermodel Cara Delevinge. Their recent campaign is “London Look” and
there are many celebrity endorsements that have helped them to successfully position the brand.
Kate Moss is a famous supermodel that collaborated with Rimmel London, to introduce a line of
lipsticks that are sold at an affordable price. They regularly take up collaborations with famous
personalities, so that they stay trending in the market. This shows that their marketing strategies
have been created through proper planning and implementation has been done well (Laroche,
2014). They have managed to attract new customers as well as retain old ones. Market growth of
Rimmel London has been steady and they are the top cosmetic brand in UK. This is due to their
current marketing strategy which includes utilisation of social media. They advertise new
3

product launches through platforms such as Facebook, Instagram, Twitter and YouTube. This
strategy has been effective as they have seen an increase in their sales of cosmetics. The use of
social media has helped them to attract their customer segmentation, as these groups of
individuals use such platforms on a regular basis.Rimmel London has another strategy that
includes email marketing, in which their customers are regularly updated through emails, about
new product launches. This has helped them to build a relationship with buyers all over the
world. They have successfully implemented the technological changes and innovations by using
the internet as a base for marketing. This has led to an increase in their profits, as they have
managed to generate more revenues every year, even during tough competitions . Management
of marketing at Rimmel London is considered to be successful as they think out of the box and
express ideas of new product mix that would attract customers. Customer relations is another
strategy used by company in which they interact with buyers that are facing issues and try their
best to solve queries (Marketing Strategies to Fuel Your Business Growth, 2018). This has
helped Rimmel London as they are able to identify errors that have occurred and implement
changes, so that their customers are satisfied with services offered to them. They take feedbacks
very seriously, which helps them to address issues with their makeup line and changes are made
by them accordingly. Their objectives include creating confidence in women while giving them
quality and freedom, a sense of individuality so that they are able to achieve their dreams.
Overall, their current marketing strategies have proved to be successful, and this has aided the
organisation to grow and prosper.
Analysis of Rimmel London's competitive advantage
Few years back, Rimmel was modelled by an English television presenter i.e. Holly
Marie Willoughby. People can find its products in the US, UK, France, Spain and several other
countries. The company is considered as the one cosmetic brand that boost the inner beauty &
identity of each female (Fleisher and Bensoussan, 2015). With its high quality products, it has
gain a competitive advantage in UK. Moreover, to have victory in the global market, it has
signed some celebrated stars such as; Zooey Deschanel, Solange Knowles & Alejandra Ramos.
Rimmel's products are considered the big attraction for women when compared to its competitors
like Maybelline or Garnier. Another competitive advantage of this brand is that it always focuses
on the likeness of its customers and mainly from age group of 16 to 24 years old girls. It has
been determined that the major online strategy use by Rimmel is certainly makeover. Other than
4

this, it is mainly known for its best contender for sampling and uses word of mouth to spread
awareness about special offers.
Maybelline is the entirely owned subsidiary company in New York which deals in
makeup brand sold worldwide. It has been further identified that, it certified a revenue of 26
billion Euros and a calculated growth of 4.7 % per annum. It has been tied up with different
online retailers & sell its products through their website as well.
Rimmel London Maybelline
The brand manufactures high quality products. Its products sometimes doesn't suit people.
Company deals in wide range of products for
every part of Body and has large market share.
Despite it is considered a popular brand, its
cosmetic's stock is limited with limited market
share.
Its social presence is much advanced and better
from other competitors.
In comparison to Rimmel, it does not have a
very good social existence.
It deals in high quality products with no
chemicals (Téguia, Chambost and Stuart,
2018).
It has been determined that the company has
frequently been alleged as too many chemicals
were found in its products.
Estimated annual revenue: $95M
There are many reasons available with evidences that claims that Maybelline products
were tested on animals. However, it has top researchers and improvement teams through their
parent company L'Oreal. On the other hand Rimmel sold its products worldwide and can be
found easily by customers in any store, retail outlet, super markets, and even salons. Moreover,
the best functionality is being provided by changing the looks of women with different shades,
packaging, advertising etc.
5

PART 2
Product rationale and specifications
Rimmel has recently launched a new product for bridal i.e. Make-up kit for women
getting married. The kit is consists of range of products such as foundations, eye make-ups, nail
arts, blushes and so on. The brand chose this product to launch in the market because it was
highly in demand by women as new trends are coming in the market. Customers believe that
when it comes to their skin, they strictly buy those cosmetic products with no chemicals because
they use them daily. Rimmel also deals in various products in UK, and its own products are
discussed below with their attributes:
Face:-
Foundation: It enhances the beauty of women. It has been discovered that, Rimmel's foundations
are developed from the best skin formula which also includes styles & provide finishing by using
it. Other items of foundations are; match perfection, stay matte, and lasting finish 16 hours. Its
specification:
Usage Make up base
Type of packaging Bottle
Size Medium
SPF 20
Durability 24 hrs.
Powder: customers prefers Rimmel's powders for the best finishing and range of powders are;
silky lose, clear complexion, and match perfection (Roth, , Quinn and Hart, 2015).
Type of packaging Box
Size Small
SPF 15
Texture Waterproof
6

Blush: this product of the brand it highly used by many women as it makes their skin glowing,
natural & shinning in a simpler way. Their natural beauty is being enhanced by it and some
blushes are; mono blush and multi tonal.
Colour Maderia 220
weight 4.5 g
details Mono blush
Durability Long lasting & smudge resistant
Eyes:-
Mascara: this cosmetic product gives female's eyes good volume, size and curves that make
them look beautiful. This brands mascara are the most preferable and selling product as it helps
the buyers to raise their beauty of their eyes. Some mascara's are; extra super lash, and 1-2-3-
appears mascara.
Liner: Rimmel's eyeliners are also used by many women as it makes their eyes more appealing.
Usually it has been applied by women on eyes based on the current fashion trends. More in liners
are; exaggerate liquid eyeliner and lash (Liberti, Dai and Shestov, 2017).
Colour Black
Liner type gel
Weight 2.4 g
Pack Size Small
Lips:-
Lipsticks: this is considered as the most important merchandise of the company which is utilised
by every female of any age, as it gives their lips a long lasting beautiful colours and makes them
look attractive. Further, its new and glossy colours make lips look catchier.
Type of packaging Rolling stick
7

Flavour Rose pink, red, orange etc.
Brand Rimmel
Durability 24 hrs.
Nails:- every product that the brand offers to women, that enhances their natural beauty. Also,
the hands shape tips i.e. nails also need to look perfect with its nail paints and care products.
Colours Blue, red, orange etc.
Pack size small
Finish type Gloss
Product segment targeting and position
Product segmentation is done on the basis of targeted market done by the company.
Division is done based on type of the product company is selling. There are basically 4 ways of
segmenting product like; demographic, behavioural, psycho-graphic and geographic. Remmel's
new product range are being segmented using demographic segmented method. In this method,
the brand distinguish its customers for selling its products on the basis of age, gender, education,
income, etc. As it deals in cosmetics, it targets women from all age group (Tsao, Raj and Yu,
2018).
Market targeting, is the next step after segmenting. Once Remmel done with product
segmentation within the market, it uses various market strategies and promotional tools
according to the preferences of their customers. With the use of demographic segmentation,
company targets mostly women whose age is of getting married with both middle & higher
income group. Basically, choosing which targeting choice to pursue relies on products being
offered by firm. Remmel using different marketing plans target their products amongst the
segments group.
Positioning is a last step to identify position of a product that aids in targeting most
valuable customer segments. To identify this, Rimmel London has to consider about needs of
person buying product from them rather than competitors. They have to draw a positioning map
to understand how each segment perceives product, brand or service of the cited company. The
8

firm must target potential buyers in such way as to identify their wants and desires for a product.
So Rimmel mainly target women's of age 19 and above who are on urge of getting married and
have a desire to buy bridal trousseau.
Recommendations of marketing objectives and goals
Marketing objectives are that goals which are set by a business that is achieved within a
given time period while promoting its products and services to potential customers (Chen, Wang
and Xu, 2018). Thus, recommendations of marketing objectives are discussed as per below
context-
 No side effects- Cited company must ensure that particular product is safe and properly
labelled (Andaleeb, 2016). They also have to ensure that there is no side effects of a
product that affects beauty of a woman. Fake products can have adverse effects on users,
so being a responsible retailer they have to screen out harmful knock outs.
 Offer beauty solutions- thus, Rimmel London has to recognize customers unique needs
and move out variety of new and demanding products. As all products may not work for
everyone, so quoted company has to solve consumers problems regarding offering
specific therapies and solutions. Women's needs variety so industry has to offer a product
range in each corner to fit clients needs.
 Reach target markets- To maintain competitiveness, Rimmel London has to reach in
every corner of market and become a part of peoples lives. The cited company has to
develop strategies and techniques apart from typical marketing tactics such as quality
packaging and reasonable price points to gain entry into new target markets and maintain
loyal base.
 Innovation- in order to maintain loyal base of a company, Rimmel London has to
innovate business by promoting new and unique products in market that helps in
attracting women towards it. Thus, success in innovation can be achieved by researching
and maintaining good relations between industry and customers.
 Make a store visually appealing- the store of Rimmel London should have a consultation
area or makeover area where customers feel free to discuss their problems with sales
experts that assist them in choosing the best product. They must display everthing in a
tasteful manner so that customers feel luxurious and pampered. Thus, lightings in a store
should be able to choose shades with ease. Similarly, seats and mirriors available should
9