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Internet promotion campaign Essay

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

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cost-effective and convenient means of purchasing Mario Badescu products. Claudia – the best Brazilian fashion magazine To make our advertising campaign more efficient, we cannot neglect the print advertising media. Claudia is a purely Brazilian edition. Its audience is 2 million female readers from all over Brazil (1, p. 110). We need to align our objectives with the cultural peculiarities of Brazilian market.

This is why using purely Brazilian print edition will give us a chance to target thousands of potential consumers, and to trace the popularity of our products in the Brazilian market. Claudia is included into the list of the leading print fashion editions in Brazil (1, p. 118). Claudia’s Brazilian staff will help us make our advertising solutions completely compatible with the Brazilian market requirements and consumer preferences. Sales program It is critical that we pay attention to hiring techniques, and the quality of personnel to work in our Mario Badescu high class stores.

We target high and middle income Brazilian population, this is why selection process of the future Mario Badescu personnel should be as thorough as possible. There are several criteria, which future sales managers should follow. First, we will hire young females between 24 and 30 to offer our products. The young age will be a profitable advertising and promotional step for those who want to look young. It is important that all our female managers have excellent skin, hair, physique, to align Mario Badescu brand with customer expectations.

Second, it is preferable that future sales managers have sufficient experience in fashion, cosmetics, or other related industries. Young managers should possess full information about Mario Badescu products, and must be able to explain, recommend, and sell products to potential customers. Sales managers should have fluent English and Portuguese, correct grammar and style, and calm voice. All future sales managers will go through the series of linguistic tests, to prove their speaking and writing abilities. We will hire local managers to work with the sales team, and we will work with local recruiting agencies to find appropriate sales people.

Appearance will mean a lot for the future sales person, but external beauty will have to combine with inner spirituality, quick mind, and good education. We do not promote appearance: we promote the way of life, which customers choose together with Mario Badescu products. In order to promote the success of our sales people, and to create competitive environment at workplace, we will introduce the series of work stimuli and contests, and all sales teams will be encouraged to participate in them. We will introduce both individual and team contests, with appropriate material and non-material rewards.

We will gather customer feedbacks, to evaluate the quality of customer service in each store (each sales team). The best teams will be offered discounts, free products from Mario Badescu, or an opportunity to have a paid day off work. The best performers will be offered promotion and higher salary rewards. We will closely watch the performance of sales people and teams, and will evaluate them on a monthly basis. Sales people and teams will be encouraged to offer possible improvements and amendments into the existing sales programs.

The cosmetics distribution research in Brazil suggests that 32. 4% of the make-up distribution in Brazil counts for specialist retailers, while only 11. 9% involve convenience stores (2, p. 27). To make promotion successful and cost-effective, we will exercise both distribution channels. Moreover, to become a specialist retailer in our company will mean to have a promising career, stable financial and social position, and good reputation within the company and in the cosmetic market. For our sales managers to become specialist retailers will mean to make substantial career growth.

Specialist retailers will not be tied to one store location, but will move from customer to customer, and will have a stable list of individual consumers to work with. Specialist retailers’ payment will be commission-based, in combination with monthly “satisfaction” awards and bonuses. We will develop a system of material and non-material awards for our specialist retailers, according to the monthly amount of sales, and the number of new customers which each specialist retailer brings to the company.

The most successful specialist retailers will be offered free one-week vacation or free SPA cosmetic procedures, to make our sales people look excellent. To make our sales team perfect, we will develop “The Code of Beauty” which our sales people and managers will have to follow. We will specify how each sales person should look at workplace, without breaking anyone’s individuality. Each sales person will be required to have a natural make-up, excellent manicure and haircut, excellent smile, good mood, and appropriate dressing.

We will have to create a system of fines for breaking this Code. We think that to make Mario Badescu products successful in Brazilian market, we will have to ensure that our sales team looks the way our customers want to look. Thus, the suggested Code of Beauty will become a good basis for preparing our sales teams to working with middle class and high income customers. We will also need to consider the list of celebrities who will be invited to participate in our promotion campaigns as soon as we open new stores in Brazil.

Celebrities will make our presentations bright, new, and memorable. High and middle class customers are extremely critical of what they buy, and we expect that positive feedbacks given by celebrities will persuade potential customers to buy our products. We will invite our permanent customers to participate in our presentations with celebrities. This will help us establish Mario Badescu as the most prominent high class brand in Brazilian cosmetic market.

References

1. Camargo, N. & Pinto, V. (2005). Communication policies in Brazil. The Unesco Press.2. Datamonitor. (2007). Make-up in Brazil. Industry profile. Datamonitor USA. 3. Mario Badescu Skin Care. (2008). Retrieved April 2, 2008 from http://www. mariobadescu. com/default. asp 4. Reis, R. (1998). The impact of television viewing in the Brazilian Amazon. Journal of Broadcasting & Electronic Media, 43 (3), pp. 29-36. 5. 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

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