Introduction

This marketing proposal will rely on the marketing degree of projects, budgets, and methods cosmetic revolution can blend along with ADVO limited in Turkey

Cosmetic Industry Report and Analysis

Cosmetic industry Coverage

Bath and shower, hair care, skincare.sunscreen coloring products, oral care fragrances men’s deodorants, and grooming

In the recent year, Turkey has witnessed that the local color has to take n over as the lead company because it is closer to the consumer and therefore trust i9s built between them and the consumers, Beauty and personal care products have grown by 12.4% from 2013 to 2015 because of the increase in the provision of raw materials from the local companies

The following is a distribution in the cosmetic industry in Turkey(Kumar 2005)

• Number of manufactures(small size manufacturers taking over the largest percentage by 85%)-700 trillion
• Import-2.8 billion
• Export 2.9 billion
• Local production 5.0 billion
• End market 8.0 billion

The aim of the cosmetic industry in this country s to increase from 10-15% because they have witnessed a high supply of raw materials from their shareholders both locally and outside their region.

Consumer Behavior

The beauty segment all over the world is a sector that has never and will never be forgotten and the more women appearing in the working class then the greater the consumption of cosmetics in this sector because beauty holds the secrets behind the woman’s confidence(Saraf, Chellappa 2010),. Turkey has a large population of young people that is below the age of 30 according to research  made in 2015

This is the age that uses cosmetics compared to others of the old age. These age groups prefer young, new, and popular cosmetic products with increased flavors and added importance and that which improves their skin flavors and textures compared to the ones they are using.

Forecast in Turkey has shown that there will be an increase in cosmetic consumption by 3.7% within the next five years because many people have been seen to move with the western lifestyle which is a positive thing for the cosmetic product owners. Many women and ladies are also among those in the working class so their purchase of these products relatively increases.

The availability of health and beauty stores where one can find these products is almost in every place in the country and is seen to spread widely in the coming years.

Market segmentation

As we discussed earlier, the beauty segment is the most considered in the economy because it is rapidly rising. Cosmetics are categorized  according to’

• Where they are applied to
• Its function
• Its composition

Turkey market is segmented into the following :

1. Demographic segmentation-this is where consumers are categorized according to observable differences such as sex, age educational level, and age. This type of segmentation helps because the consumers will be easily accessible, and low cost to obtain them
2. Behavioral seg,mentation-this is where consumers are categorized according to their behaviors. Some of these behaviors include;
3. Shopping habits-where people purchase their goods
4. Actions are taken on a website
5. Benefit sought-this explains the reason why certain goods are being bought and to meet what needs
6. The rate at which the consumers use these goods
7. Loyalty
8. Geographical segmentation-where consumers are categorized based on their location. Thi type of segmentation helps one connect well with their customers and meets their needs easily
9. Psychographic Segmentation-This is the categorization of consumers based on their characteristics that are mental and emotional for example character traits and interests by doing so on will easily maintain their customers and therefore their loyalty remains

SWOT analysis of the cosmetic industry in turkey

Strengths

• High human expertise in the field and enough financial resources from their stakeholders both externally and internally
• Famous brands and therefore high demand for these products (Helms, Nixon 2010)

Weaknesses

• Loss of trust from their consumers and therefore a low demand
• RIse in price due to the rise in taxes and demand
• Technology advancement leading to continuous want of different types of goods
• Competition from their rival companies

Opportunities

• There is a growing trend in the cosmetic industry annually by 10%
• Technology advancement has helped I the faster spread of these goods and the innovations of cheaper and better ones

Threats

• High importation of the European products
• Rise in taxes
• Increase in cosmetic surgery

Strategy

The following are the strategies to expand cosmetic markets in Turkey

Partnership with people and companies that are familiar with these products

Joining hands with then local partners to improve their access to raw materials and also to increase the local market

Increase trust with the consumers by meeting their needs and working on their complaints if any

More women are to be employed in these industries to promote these goods, work within the company and  consume the goods

Use of social networks to advertise the goods, sell them, and connect with the buyers, connecting with the buyers will en value trust and immediate feedback from them than a great improvement

Competition

Various companies in Turkey have caused great competition on the sale and production of cosmetic goods, Creativity among people has also enabled them to come up with new beauty concepts and ideas and thus some of the original ideas are eliminated

Technological advancement also has made people produce counterfeit products and at times making consumers lose their trust in a company

Risks

The following include the risks that are likely to occur in the cosmetic industry

Some government initiatives like banning some cosmetics or increase of tax will inconvenience the industry(Gilmartin 2100)

The environmental issue is also a risk where during winter products like sunscreens are not sold or consumed

Labour issue- there might be a lack of enough skilled personnel or industrial action among the workers due to various problems in the company

Industry falling due to economic drop in the industry

Introduction of international brands that might cause the local brands to lose their market

In conclusion, we see that despite the many risks in this industry, the industry is still booming and will continue rising in the coming years