farmec english
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FARMECDamanhouri Hana Derevlean Oana-CristinaGrupa 318
Farmec SA Cluj-Napoca, the largest Romanian cosmetics producer, owns internationally recognized brands, such as Gerovital H3 Evolution, Gerovital H3 prof. dr. Ana Aslan, Gerovital Plant, Aslavital and Farmec. Starting December 2011, over 200 products from Farmec portfolio can be purchased online directly on www.farmec.ro.
Farmec products are reaching over 30 countries, the main markets being: Japan, Hungary, Poland, Republic of Moldova, Iraq, Kuwait, Greece and Canada. Over the past two years, the export strategy focused on strengthening the distribution in neighbouring countries such as Hungary, Poland and Republic of Moldova.
Objectives • the number of products to be sold this year will be about 40
million, • increasing the number of employees with 7 people in the next 12
months; • A 30% increase in consumer loyalty the first year, which will be
measured by the rate of return and additional purchases • Turnover will be 4 million at the end of the year • Building a positive image among 70% of the targeted audience
in the next 24 months • During this year we want to position ourselves in the top four
most used cosmetic companies in the U.S.
MARKETING MIX
Product Policy The product strategy adopted comes in
support of the marketing objectives of the company. In this case it intends to extend the brand. We chose the product development strategy so that in coming years we will be able to produce new types of cosmetics under the same brand.
Pricing Policy Taking into account the company’s
objectives, we will adopt a short term cost-oriented pricing strategy followed by a strategy focused on market penetration
Distribution Policy
Taking into considerarion the financial risks and this being a new product, we decided after a careful analysis to sell mostly in the estern part of America, however major cities such as New York, La, Chiago will be targeted. Buying habits and purchasing power were considered.
Promotion The budget will be 1 million Euro and will mainly go towards
the promotion of Gerovital H3 Evolution, Gerovital Plant Treatment and Farmec. We will direct our efforts to TV, outdoor, print advertising and the Internet. We will launch a platform where we can communicate with costumers: www.farmec.com
SWOT ANALYSIS
STRENGTHS • Farmec’s experience and reputation in the
world; • the existence of a large production capacity
represented by the cosmetic factories in Europe;
• experienced staff; • coherent marketing strategy; • the quality and price of the product;
WEAKNESSES • lack of production capacity in the U.S.; THREATS • reluctance of local consumers for an
European brand;• competition in the form of traditional local
brands;
OPPORTUNITIES Launching a range of cosmetics sold
worldwide High demand for these products
