Question

Marketing Management Assignment Structure –

Marketing Strategy (Brand)

For your brand of choice please prepare a marketing strategy on the below guidelines. This

should clearly reflect the marketing mix – product, place, price, promotion and packaging as

discussed in the class. The learnings on Brand Equity in the class should be the emphasis of

the assignment.

Please note the brand should have linkage in the UAE – must be an existing brand or a brand

that intends to be introduced in the UAE.

1. Executive Summary – summarizing points 2-8.

2. Brand Overview – describe the current status of the brand with a brief historical

background. Also define the brand’s current state on the Product Life Cycle.

3. Competition Overview – Define competition

4. Target Market – Define who is being targeted

5. Segmentation – Demographic, Behavior, Psychographic

6. SWOT – on brand or industry

7. Market Research if any carried out – if no research carried out then suggest a need if any

7.1 Product – BCG matrix. Also include packaging plans if any.

7.2 Place – Choice of retail strategy

7.3 Price – penetrative or skimming or competitive

7.4 Promotion – pull or push strategy including choice of medium – digital or traditional

8. Conclusions and Recommendations – suggestions for change in current practices if any to

make it more effective should be discussed.

9. Appendix – Any other information you may provide.

note :

Marketing of any brand that is present in the United Arab Emirates, such as faces, the Body Shop, or any other brand specialized in clothing, electronics, etc.

Answer 1

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Introduction:- HUDA beauty is a cosmetic company launched in 2013, the brand has built up a strong reputation over 5 years on various of its cosmetic products, such as a range of eye shades, foundations, face palettes, and false eyelashes. The company was founded by Huda Kattan, an Iraqi-American make-up artist and a businesswoman. The company is based in Dubai.

Brand overview: HUDA beauty product

HUDA beauty is a cosmetic product line launched in the year 2013, the brand has built a positive reputation in the span of 5 years on various of its cosmetic products, such as a collection of eye shadows, foundations, face palettes, and fake eyelashes series. The company was launched by an Iraqi-American makeup artist and businesswoman, Huda Kattan and it is a Dubai based company.

Competition overview:

The Huda beauty has strong competition in the market, some of its top competitors are Elf, Loreal, Stila, Kylie Cosmetics, and Fenty Beauty. In fact, in the year 2017 rumors spread about an allegation Huda beauty was copying Fenty beauty products. The company was criticized for copying its foundation collection. Huda beauty has grown to a worldwide brand that is recognized by everyone in the beauty industry. It is recognized in the world as a strong competitor because of its effective marketing strategies.

Target market:

Huda Beauty is a makeup line and their main target market was initially females. On Instagram, they post pictures of women who use their products to be essential beauty influencers. Their aim of using female influencers is to appeal to them and to inspire their target market to use the product. Their target audience has presently expanded to the males as well.

Segmentation:

Demographic: The demographic segmentation of Huda beauty is mainly targeted to the female population. The company targets the women population of the age between 15 to 30 years old with a middle-level income. The female target percentage is approximately 98 percent, which is not surprising since most of the make-up product users are women only.

Behavior: Huda beauty divides the total market into smaller homogeneous groups based on consumer purchasing behavior such as male-female, middle-level income groups, and high-level income groups. It carried out its behavioral segmentation based on purchasing habits from consumers such as frequency of use, brand loyalty, benefits required at any occasion, and so on. Moreover, the most welcomed products are its fake eyelashes according to its sales volume and net income in all markets.

Psychographic: Psychographic segmentation distinguishes the business according to characteristics, beliefs, behaviors, desires, and lifestyles of the consumer. The company launched its variant product such as fake eyelashes, eyeshadow palette, thirty-shades of foundations, beauty blenders and brushes as demanded by its customers.

SWOT:

Strengths:

1.Brand chain of cosmetics stores founded in Dubai (the fastest-growing world market).

2. Items sold by Huda Beauty, Cult Beauty, Harrods, Selfridges and Brown Thomas on-line. and shops too: Harrods, Selfridges, Sephora, with more than 750 + stores located in 17 countries.

3.High-value beauty brand in the customer mind category.

4. Has privately held brands (HB).

5. Effective branding and marketing activities make it a strong player (Marketing itself through distinct social media platforms)

Weaknesses:

1. Brand recall is not as strong as any other chief brands like L'oreal and Avon.

2. Not sold in every region, like Finland.

Opportunities:

1. Opportunities to collaborate with world-class makeup artists, great brands, and some notable models and celebrities.

2. Opportunity to reach emerging economies by adapting to their culture.

Threats:

1. There are a lot of competitors in the beauty category and there's a lot of overlap.

2. Maintaining low prices is a major concern due to higher raw material costs due to high inflation.

3. Customers in the beauty sector are very selective so trust in the brand needs to be sustained.

In my opinion, there is no need to conduct any market research.

Product: Huda Beauty is a cosmetic line company which includes various products like lipsticks, eye shadow, foundation, eyeliner, brushes, perfumes, matte fixer, fake eyelashes, compact, lip liners, and highlighter. Thus, it sells all kinds of beauty products from acrylics to brushes.

The packaging of Huda beauty products attracts and catches one's attention because of its colouring, size, and shape. The packaging even has an image of Huda Kattan mixing the powder in a tub. This illustration is intended to demonstrate to the viewer how easy it is to bake the material. The box on the back contains an image of Kattan holding different Huda Beauty items on a plate

Place: Place is also a vital factor in marketing strategy growth. It is imperative that goods are put where the consumer can easily access them without facing any threats or obstacles. By making Huda Beauty products available on their online channels, Huda Beauty has mastered this. In addition to the Huda Beauty website, the company has another Instagram account: Huda Beauty Store. On one of their Instagram pages, people can shop for makeup products and get them easily shipped to their respective locations.

Price: Compared with similar brands that share similar markets, the price of Huda Beauty's brands have been generally seen as fair. Though the price of Huda Beauty products is relatively high among blog-to-brand beauty brands created by YouTubers or Instagram bloggers. The company follows the competitive pricing strategy to distribute its product in the market and to gain a competitive advantage.

Promotion: The company follows the pull marketing strategy which implies that implemented marketing strategy will automatically draw consumers towards its product. The company follows both digital and traditional marketing strategies to promote their product. The company promoted its product by media influencer marketing such as they hired Kim Kardashian for the product launch. Moreover, they use digital platforms such as Instagram, YouTube, Facebook, and YouTube to promote their products.

Conclusion and Recommendation:

In conclusion, the marketing tactics implemented by Huda Beauty have been successful. By using social media to build visibility and brand loyalty, the company has been able to expand its consumer base. They have thus been popular in the Middle East. The company should promote its product to a place like Finland.

Other Information:

Huda Kattan, the Dubai-based beauty blogger and makeup expert, one of the world's most influential beauty influencers, will introduce her brand name Huda. Huda Beauty will be part of the luxury beauty brands offered by Nykaa Luxe on their website. Nykaa Luxe sales have risen exponentially as consumers in India are spending more in their beauty regime. Other labels in the Luxe category include among others MAC, Bobbi Gray, Estee Lauder and Forrest Essentials. Huda Beauty currently sells a variety of items including Lip Strobe Metallic Liquid Lipsticks, Lashes, Faux Filter Makeup, Desert Dusk Eyeshadow Palette, 3D Highlighter Palette and Liquid Matte Lipsticks.

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