MARKETING "MADONNA" BRAND PERFUME IN BRAZIL:
This research is a feasibility assessment for the marketing of "Madonna" brand perfume in Brazil. The findings of this assessment are presented in the contexts of (1) product information, (2) socio-cultural conditions in Brazil, (3) political and economic conditions in Brazil, and (4) a proposed international marketing plan for the introduction of "Madonna" brand perfume into the Brazilian market.
"Madonna" brand perfume is one of a number of cosmetic fragrances developed and marketed for celebrities--in this instance, rock video star Madonna Ciccone (Cocks, 1990, pp. 74-75). "Madonna" brand perfume is produced in the United States.
The history of the cosmetics industry can be traced to some of the very earliest days of civilization. It was in the last-half of the nineteenth century, however, when toiletries and cosmetics began to be produced and marketed on a mass scale, as opposed to being concocted in essentially local establishments.
Industry sales in the United States in 1994 were $16.6 billion, which reflected a 9.6 percent increase over the prior year (Royce, 1995, p. 815). From 1991 through 1994, industry sales grew by 34.5 percent.
Cosmetics are, by and large, discretionary products. Thus, retail sales are heavily influenced by both advertising and new product introductions (Standard & Poor's, 1993, pp. H37-H43). Product differentiation through advertising is essential in the successful marketing of cosmetics. Cosmetics, however, are relatively recession proof, and demand tends to remain strong during economic downturns.
In the contemporary market, skin care products are strongest, while fragrances are weakest (Standard & Poor's, 1990, pp. H37-H43). The outlook for a product such as "Madonna" brand perfume in the domestic market, thus, is not a bright as it might otherwise be. This situation leads to a consideration of expansion to international market...