Analysis of Cosmetics Marketing Strategy and Development Suggestions in China: A Case Study on Lancome

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Project Title: Analysis of Cosmetics Marketing Strategy and Development Suggestions in China: A Case Study on Lancome
Author: Mr. Chen Weilin
Advisor: Associate Professor Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2020
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Conference
Conference Proceedings
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020

Citation

Chen, Weilin. (2020). Analysis of cosmetics marketing strategy and development suggestions in China: A case study on Lancome. (Independent study, Master of Business Administration). Bangkok: Siam University.


Abstract

Cosmetics is a marketing commodity with great potential. From the emergence of these commodities to the numerous available brands and categories, and its long-term residence in the female consumer market to gradual expansion into the male consumer market, the cosmetics industry has been fulfilled its market potential position for the long term.

This study used Lancome cosmetics as an example. This resrarch applied the 4Ps theory, including products, price and promotion strategies, to analyze its position for sales status, characteristics, and marketing strategy of the brand in the Chinese market. The details of Lancome’s marketing strategy, to the development of local cosmetics enterprises in China, is summarized. It is the suggestion of this research to provide reference for the future development of domestic cosmetic bands.

Keywords: Lancôme, cosmetics, marketing strategy, domestic brand.


Analysis of Cosmetics Marketing Strategy and Development Suggestions in China: A Case Study on Lancome

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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