“For over 4- years Mario Badescu has been known for personalized skin care treatments and products. Out products and services have been proven to help not only actors and supermodels, but thousands of people who realize the importance of good skin care” (3). The new product is completely new to the market. The latest trends in Brazilian market of cosmetics suggest that Mario Badescu products will be extremely successful among all layers of population. Although Brazil has already positioned itself as the most promising cosmetic market in Latin America, it lacks domestic manufacturing facilities, and mainly relies on imported cosmetic products. With the 15.59% growth of cosmetics consumption per capita (5), Mario Badescu possesses vast opportunities to take its marketing niche in Brazilian market of skincare products.
Mario Badescu brand
Skincare products under Mario Badescu brand are extremely specific, personal, and almost intimate. Psychologically, women and men refuse speaking about the products they use to stay young and attractive. Mario Badescu meets a serious challenge: it combines the discussed “secrecy” by promoting natural looks, and makes its products popular.
Make-up usually has several substitutes. There are traditional cosmetical products, and those which promote natural looks. It is critical, that where natural looks is preferable, cosmetic products may experience sales decline. (2, p. 18). Mario Badescu products initially promote “natural” looks. By choosing Mario Badescu skincare products, consumers do make a choice towards particular appearance. The brand is well-protected from the threat of possible substitutes by offering “natural” shining skin, without any sign of artificiality.
The three product lines
Mario Badescu products are new to Brazilian market. Even in the light of the promising marketing trends, we should carefully choose the products with which Mario Badescu will enter Brazilian market. It is critical that we avoid excessive product diversification and concentrate on the most important products for the major consumer groups.
Mario Badescu presents three different product lines: for teen care, aging, and pregnant skin. Each group of product targets specific consumer groups. By offering the three different types of products, Mario Badescu meets several product requirements. First, consumers become aware of the wide product list and product opportunities. Second, Mario Badescu initially directs its efforts at the three most vulnerable consumer groups, by offering them high quality cosmetic products.
Third, the strict product line division suggests that consumers will hardly confuse the products. Fourth, Brazilian culture promotes shining appearance, sexuality and luxury. The three lines of skincare products from Mario Badescu solve the three major skin problems for Brazilian population: teen acne, aging, and skin changes during pregnancy. Ultimately, these product lines allow Mario Badescu conquering the major portion of the market without excessive product diversification.
Mario Badescu three product lines
|Mario Badescu helps you find a teen acne regimen which addresses your unique needs (Mariobadescu.com)||To help improve appearance and condition of aging skin, products containing vitamin A can help normalize skin functions (Mariobadescu.com)||Due to fluctuating hormone levels, skin’s tone and texture can drastically change. Mario Badescu offers wide range of pregnancy-friendly cosmetic products. (Mariobadescu.com)|
|Botanial Facial gel
Special Cucumber Lotion
|Ceramide Complex with NMF & AHA||Solar Block Cream SPF 30|
|Oil Free Moisturizer
Glycolic Foaming Cleanser
|Glycolic Skin Renewal Complex||Muscle Oil and Vitamin E Body Lotion|
Customer care and warranties
Cosmetic products are not placed under warranty conditions as soon as they are purchased by the customer. After Brazil adopted the Consumer Protection Law in 1992, all companies must guarantee quality after-sale servicing for all products (6, p. 17). To make the product more competitive, and to improve the overall customer care in Brazilian cosmetic market, Mario Badescu may offer a 7-day product trial for its new customers. This will allow evaluating the product, its popularity, customer preferences and complaints.
Label and packaging
The problem is that Brazilian regulations require translating labels into Portuguese. The label should contain product information on the two languages – English and Portuguese. As soon as the product enters Brazilian market, its promotion strategies should comply with the Customer Protection Code adopted in 1990 (6, p. 67). In addition, cosmetic products require special conditions of transportation, to retain their highest quality, and to promote their external appeal to consumers. As a result, Mario Badescu products will have to be adopted for Brazilian market, to combine the high-quality after-sale customer service, high quality appealing packaging, and appropriate labeling.
Aligning brand with customer associations
The main aspect of the future promotional campaign is in that Brazilian market is completely new and untested for the future Mario Badescu products. This is why building brand awareness and creating strong brand associations is critical for the success of this brand in Brazilian market. There are the five important aspects to take into account when we build brand awareness among Brazilian consumers. First, we will need to clearly deliver the product message to potential consumers. In order to fulfill this task, we will use the major informational channels (television, outdoor advertising, e-commerce instruments), to link the visual elements with brand perceptions. Mario Badescu brand does not require Portuguese translation, it is easy to remember, and does not need to be adapted to Brazilian market.
Second, we will need to target our consumers emotionally. In this aspect, we will need to carefully choose the coloring, the setting, and the lexical meaning of visual advertising. Using celebrities in TV promotional campaigns will make TV advertising more appealing to the customer. Third, we will need to motivate the buyer. In order to increase consumer motivation, we will offer a system of discounts and a 7-day product trial for those who purchase Mario Badescu products for the first time. We need to ensure that Mario Badescu product is strongly associated with the high quality of cosmetic products, and high quality customer service before and after sale.
TV advertising campaign
Peculiar Brazilian economics and culture have recently made television the leading instrument of advertising in the country. Economic research data shows that advertising expenditures in Brazil have significantly increased with the rapid development of telecommunications.
|Number of television stations||138|
|Number of television sets||37,500,000|
|Number of cable subscribers||2,334,000|
|Number of individuals with computers||75,000,000|
|Number of individuals with internet access||5,000,000|
The state of telecommunications in Brazil (4, p. 31)
Television remains the leading promotional channel in Brazil. The growing popularity of telenovelas and the growing number of women, who regularly watch television, emphasize the importance of television channels in promoting Mario Badescu products to Brazilian market.
Advertising expenditures in Brazil in 2004 ($US millions) – 8, p. 149
Statistics suggests that 65% of women watch television daily. 74% of these women spend their time watching telenovelas; others watch news or beauty programs (4, p. 30). This is why we will concentrate on television advertising campaign, to make the product familiar to Brazilian market. It is often stated that disregarding Brazilian national traditions in advertising will lead any product to failure (4, p. 32).Brazilian soap operas have already turned into a separate Brazilian tradition. By using television and soap operas as the means of advertising and promotion, we satisfy the two basic promotional needs: we support the “soap opera” tradition for Brazilian women, and create strong brand associations between the opera, television, the brand, and the consumer.
In order to make TV advertising more effective, we will concentrate our advertising efforts on one TV network: TV Globo. In 1998, TV Globo was listed as the world fourth largest TV network. Since 1998, the network has been daily attracting 60 percent of Brazilian population, and has accumulated 75 percent of advertising revenues in Brazil (8, p. 145). TV Globo is listed among the five major commercial networks in Brazil; its daily prime time audience equals 100 million people.
TV Globo has initially been the major producer and promoter of telenovelas in Brazil. Thus, TV Globo is the best advertising choice for marketing Mario Badescu products. Using TV Globo makes it possible to concentrate our efforts on one effective advertising channel. It is a cost-effective advertising approach, which will allow us targeting the major portion of Brazilian population with Mario Badescu cosmetic products.
In 2005, Brazilian and foreign companies invested 6 million dollars in outdoor advertising. The four major forms of outdoor advertising in Brazil include transport, street furniture, billboards, and alternative media. Despite the well-known campaign for “clean city” recently launched in San Paulo, other large Brazilian cities remain open to outdoor advertising. These large cities represent extremely promising target markets for Mario Badescu brand.
Outdoor advertising expenditures in Brazil (2003-2005)
In our outdoor advertising, we will use simplistic approaches, which are traditional for outdoor advertising in Brazil (1, p. 104). It is critical, that Mario Badescu outdoor advertising billboards attract consumers’ attention, and involve them into a kind of dialogue. The benefits of outdoor advertising are evident: the customers see advertising, the product, and the slogan each time they leave home, look into the window, or simply walk across the street.
The need to use outdoor advertising in our promotion campaign is justified by the fact, that the United States primarily supplies Brazil with mass-market cosmetics, which is more expensive than that produced locally (7). This is why we need to use all possible advertising tools to prove, that our products are more competitive and deserve attention even despite their relatively high prices for consumers. In outdoor advertising, we will combine the visual “green” appearance of Badescu brand with the slogan “My skin loves you”. This will produce an engaging effect on the potential consumers (especially women).
Internet promotion campaign
Brazil possesses the most advanced Internet and e-commerce industry in Latin America. This is why we can expect that our online promotion campaign for Mario Badescu products will be extremely successful. There are the two significant reasons, why we use online marketing and e-commercial approaches to advertising. First, Brazil is characterized by the constantly growing number of personal computers in the country.
Second, Brazil is becoming the leading provider of Internet services for common population in Latin American countries.
We will use a unique advertising approach. Brazilian Internet users will learn, how convenient, quick, and cost-effective to order cosmetic products via Internet stores. We will use our own electronic store, and will also deal with the major Brazilian retail stores: Pao de Acucar and Lojas Americanas. It is estimated, that 20% of Internet users have already made at least one on-line purchase (2, p. 47). As a result, we initially target one-fifth of the Brazilian population.
Brazilian consumers are experienced at buying cosmetics online, and an average Internet user is used to shopping internationally (2, p. 48). On-line promotion and sales will become an extremely beneficial step, if we want to target large portion of Brazilian population, and to offer them a cost-effective and convenient means of purchasing Mario Badescu products.
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- Datamonitor. (2007). Make-up in Brazil. Industry profile. Datamonitor USA.
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- Reuters. (2008). “Cosmetics and personal care market in Brazil” provides an in-depth
analysis of the present and future prospects of the Brazilian cosmetic and toiletries industry. Retrieved April 2, 2008 from http://www.reuters.com/article/pressRelease/idUS117033+27-Feb-2008+BW20080227
- U.S. Department of State. (2001). FY 2001 country commercial guide: Brazil. U.S.
Department of State.
- U.S. Foreign Commercial Service and U.S. Department of State. (2005). Cosmetic Sector.
- Wentzel, L. (2008). Rede Globo dominates Brazil’s prime time. Advertising Age, 69 (39),