ting strategy and advertising strategy (Alberts 43).
After critical analysis of the market, a business firm can narrow down to specific marketing strategies that will best suit their products. For instance, pricing strategies has been used by Alvimias Company to promote their beauty products by lowering their prices below the market price so as to attract consumers in the highly competitive cosmetic industry in Taiwan. The company registered a 50% increase on sales after cutting down on the prices of most of their products (Alberts 43). Maybelline Company made use of packaging and advertising strategies to promote their cosmetic products.
They packed their makeup with small bristle brushes; mirrors and user guide booklets to ensure new clients use the product in the correct manner and with much ease. The company has heavily invested in advertisements because they have been the major driving force behind their success over the years. For instance, the company spent over one million dollars on advertisement between 1915 and 1929 (Williams 69). They featured most prominent personalities and actresses hence the company had to spend heavily to hire such personalities but the ultimate proceedings from their sales were far much higher than the expenses. For example, the vamp look on actress Pola Negri significantly promoted the eye make-up from a section of her fans who wanted to look like her hence promoting its sales across the globe. Hence advertising strategy played a critical role in establishing the Company in the industry.
Some key highlights in this particular advertisement that contrast with the reality on the ground include the aspect of Maybelline being considered as a natural product and yet it contained a mixture of chemical ingredients and synthetic compounds that are far from natural in fact compounds such as aluminum oxide used as an ingredient, was found to cause inflammations resulting in skin acnes. Also the company’s slogan, “Maybe She’s Born With It. Maybe It’s Maybelline” does not hold water as the products are artificial and when applied, one can easily identify them from those with the natural appearance. Tom Lyle claimed that it could be used to cure baldness after using several packets; this ensured that the company gained from desperate clients before they give up on them.
The company also claimed that their products had no side effects to its users. These claims had no basis as their products were manufactured from a mixture of chemical compounds as synthetic wax and acrylates copolymer which are far from natural and may cause irritations and blockage of pores on sensitive skins (Poucher 56). The company was also accused of exaggerating the facial appearance of their models after applying the make-ups which was not the case in real situations. In the year 1933, the company received a significant drop in sales despite numerous advertisements, this was after associating their products with immorality perceived from the movie actresses of the 1930s (Williams 72).
The company did well to contain the sudden drop in sales by cutting down on the market prices of their products. They also changed from using movie actresses to using models to promote their cosmetic products. It was during this period that the company incorporated radio and more of journals and magazines on the list of their advertising arsenals. They also made use of mails as their products could now be ordered by clients and delivered through mail coupons at pocket friendly prices. These services were available at all the retail outlets across the region. Soon, the Maybelline Company gained momentum and slowly bounced back to its previous position in the cosmetic industry. They later diversified their products to meet the ever changing demands and preferences of their clients by introducing eyebrow pencils and eye shadows that came in a variety of forms and color.
Aspects of Advertisement
The question on the importance of seeing beyond the ideal image represented in the advertisement can be explicitly answered from the above scenario. More o