Marketing management in pratice Article Example | Topics and Well Written Essays - 2500 words

marting management in pratice - Article ExamplePerfumes are a multibillion industry with many big and small players vying for the market space. nosegay forms the critical component of perfumes. According to Williams and Curtis (2006) researchers have established a variety of roles for marketing people, which includesAs such(prenominal) there are other cosmetic gunpoints which have olfactory property, but these items are supposed to cater to round other needs as well. Cosmetics have been around for many thousand years now. Use of cosmetics coffin nail be traced back to earlier times when people used to paint their body for religious ceremonies, war, and conjoin rituals (Kumar et al, 2006). Range of items like powders, soap, shampoo, toothpaste etc. also form part of the cosmetics industry, but the first thought that dresss to sagaciousness on hearing the term cosmetics is makeup and perfumes, especially for women. Though perfume as such doesnt come in the category of items re quired for living, but over the years it has certainly acquired a status of an item required to make a decent living. It is this aspect that is required to be explored optimally, using marketing communication techniques. handed-down marketing mix concept, first proposed by McCarthy in 1960, consists of Product, Price, Place and Promotion (better known as the 4Ps). to each one particular marketing mix adds up to a certain amount of effort the company is do for the purpose of generating sales. Any plan to develop a competitive advantage must be base on a sound analysis of the companys competitors. Communication forms a crucial part of managerial activities. Marketing communication in turn helps a company in building a speck, creating brand loyalties, ontogeny in sales, cutting costs, etc. North American market is a very diverse market in general which caters to customers/ consumers from different walks of life, different cultures, ethnic groups and age groups. There is lot of div ersity in the perfume market itself. With so many varieties of perfumes available in the market itll require a pull and consistent effort on the part of Picasso perfume to attract the customers. One of the biggest markets for perfume is the youth member and Thomas (2007) finds out that this segment is not very loyal to the brand, what they ask for is the fragrance. Studies (Datamonitor, 2007) have suggested that blended fragrance is the most preferred fragrances followed by musk, sandalwood and others. Therefore, Picasso will have to take note of the customers preferences to establish itself as a quality product in the market.Thomas (2007) further adds that the celebrity endorsement of some particular brand also helps in attracting the youth segment towards the brand. Perfume companies have been extensively