MKT/421 Strategy and Positioning Paper

Name: MKT/421 Strategy and Positioning Paper
Brand: University of Phoenix
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Author: Julian Morgan

Study on brand positioning and strategic marketing approaches.

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Running head: STRATEGY AND POSITIONING PAPER 1
Strategy and Positioning Paper
Name
MKT/421
Date
Instructor Name
Based on the provided Strategy and Positioning Paper, analyze and evaluate the strategic
positioning of Beaulyn in the global cosmetics market. Discuss how the company leverages its
product offerings, market segmentation, and competitive advantages to maintain its position in
the industry. Additionally, examine the challenges Beaulyn faces with its competition, supplier
power, and the potential threats of counterfeit products and new entrants.
Word Count Requirement: 1200-1500 words

STRATEGY AND POSITIONING PAPER 2
Strategy and Positioning Paper
Overview of Company
Olivia Health Care started its operations in the year 1978. Delivering quality products
backed by extensive research and domain expertise, was the philosophy that spurred the
growth of the company and started its foray into other product categories.
Olivia gets its name and inspiration from the ever so fascinating fruit Olive. For centuries
women have fancied Olive for its nourishing and beautifying properties. Even the mystifying
beauty of Queen Cleopatra owed its charm to the olive. Aiming to carry these exceptional
qualities forward, Olivia laid utmost emphasis on herbal ingredients which are now the basis
for all Olivia products. Also this product can be used for men as well.
Ever since its inception, Olivia positioned itself as a quality brand with a value for
money proposition. It started its proceedings with the Olivia Fairness Bleach Cream. The
choicest materials and goodness of herbs soon made it a must in both Indian households as
well as beauty salons. In 2011, the year which marks 25 years for the brand in the industry,
Olivia has transformed into a household name in beauty and cosmetics (Olivia, 2011).
Olivia develops its products at its manufacturing facility based at Dehradun. At this fully
automated production plant, utmost importance is placed on maintaining complete hygiene,
considering its product’s application and usage. The plant also boasts of a team of well-
trained and adept staff that is divided in appropriate departments, with each department
having an efficient in-built system of communication; one at par with leading international
standards.

STRATEGY AND POSITIONING PAPER 3
Olivia Cosmetics regards R&D as its backbone considering that the skin care and hair
care industry demands stringent quality control measures and up-to-the-minute research
processes. Its fully functional Analytical and Microbiological Lab, is well equipped to handle
testing and analysis of input as well as output products. The company also fulfils its CSR by
placing due emphasis on environmental responsibilities (Olivia, 2011). Testimony to this is
the Safety and Pollution Control department that is not only adequately equipped, but also
first in its class.
Powerful market coverage of the entire Indian Subcontinent spanning across all states,
not to mention, few overseas markets as well, is ensured at Olivia by a Marketing and
Distribution team comprising of 250 professionals. It also boasts of 500 distributors all over
India, who make certain that the brand is visible in all Cosmetics/Medical/General counters,
as well as in all beauty salons.
Beaulyn pronounce (Be-u-Lean). And the product that our company is producing is
called Olivia a hand, foot and face cream that prevent dry skin and reduces wrinkles;
basically our product is able to reverse the effects of aging. At Beaulyn, we know how
important it is to take care of your skin, so you can feel and look good, and that olive oil is a
great way to retain your beauty. All of Beaulyn products rather it is our olive oil soaps, olive
oil body lotions and hair care products come in an array of scents, including mandarin,
lavender, verbena, and green tea, to help you smell as sexy as you look and feelers you're not
in the market for any of the wonderful olive oil soap products.
Whether applied to face or body, olive oil will penetrate deep into the skin and provide
a long-lasting shield of moisture to keep skin smooth and supple. Used either as a night cream

STRATEGY AND POSITIONING PAPER 4
or daily moisturizer, it is best applied to damp skin, when water can help reduce any feeling of
greasiness.
Beaulyn is one of the country’s largest consumer cosmetic companies. Beaulyn
produces more than 250 brands in the world of beauty, health, hair and skincare. Our Beaulyn
has expanded our product to many other countries across the world such as Asia and Africa.
We have used the SWOT analyzing method in order to understand how we could calculate the
strength, weaknesses, opportunities and threat to our business Beaulyn. The SWOT has
allowed us to specifically “pin point” objectives of Beaulyn while at the same time
recognizing the external and internal essentials that would actually affect Beaulyn products
and company both positive and negative objectives.
Strengths
❖ Has a very strong brand portfolio that is focus on having and maintaining a
leading market position
❖ Strong and effective marketing and promotion
❖ Help in preventing anti-aging and removing dark spots and wrinkles etc
❖ Is a well-known company around the world
Weaknesses
❖ Has dependability on other stores to sell their products
❖ High pricing limits target customers
❖ Oliva is a product that is less established than other products
❖ In a position to have their product recall

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University

University of Phoenix

Subject

Marketing

MKT/421 Strategy and Positioning Paper

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