COMMERCE BOARD

PROJECT –
Topic – Marketing Mix
Bobbi Brown and NARS Cosmetics

Submitted by –
Jiyah Seli
12 C
9
 Lilavatibai Podar
High School - ISC
Certificate
Student Name___Jiyah Seli___
Class___12___Division__C__ Roll no.____9____
Examination Year_______2021___________

This is to certify that the experiment / work written

in the journal has been performed by the student
satisfactorily

Date -

________________________________ Internal Examiner Name &

signature

_______________________________ External Examiner Name & Signature

_______________________________________ School Seal

Principal’s Signature
 Index –

SR. No. Topic

01 Acknowledgement
02 Introduction to marketing mix
03 P’s of marketing
04 Importance of marketing mix
05 Bobbi Brown
06 P’s of Bobbi Brown
07 Product – life cycle
08 NARS Cosmetics
09 P’s of NARS Cosmetics
10 Product – life Cycle
11 Difference between NARS Cosmetics and Bobbi
Brown
12 Conclusion
13 Learning Outcome
14 Bibliography
 Acknowledgement –
I would like to express my sincere thanks to my prinicipal and my
commerce teacher for giving me a wonderful opportunity to work on this
project. I got to learn a lot and during the process of doing research I
got to learn about Marketing Mix.

I would also like to thank my parents who equally supported and helped
me in completing this project successfully.
 Introduction To Marketing Mix
Marketing -
Traditionally, marketing has been defined as "all activities that direct
the flow of goods and services from the producers to the consumers or
ultimate users" Modern definition by the American Marketing is the
process of planning and executing the conception of ideas, goods and
services to create exchanges that satisfy individual and organisational
objectives.

Marketing mix -
In order to satisfy the needs and wants of its customers, every business
firm must develop an appropriate marketing mix. Marketing mix refers
to the combination of four basic elements which constitute the core of a
company's marketing system. These four elements are the product, the
price structure, the promotional activities and the distribution system
(place). These four Ps are closely interrelated because decisions in one
area influence actions in others.

According to William Stanton, marketing mix is a systematic

combination of four elements-product, price, place (distribution system)
and promotional activities used to satisfy the needs of an organisation's
target market(s) and, at the same time, achieve its marketing objectives.

Marketing mix represents the total marketing programme of an

enterprise. Different customer groups differ in their income, education,
habits and preferences. They may respond to the same marketing mix in
different ways. Therefore, marketing mix should be decided to suit a
particular market.

Features of Marketing Mix –

Price: refers to the value that is put for a product. It depends on costs of
production, segment targeted, ability of the market to pay, supply -
demand and a host of other direct and indirect factors. There can be
several types of pricing strategies, each tied in with an overall business
plan. Pricing can also be used a demarcation, to differentiate and
enhance the image of a product.

Product: refers to the item actually being sold. The product must deliver
a minimum level of performance; otherwise even the best work on the
other elements of the marketing mix won't do any good.

Place: refers to the point of sale. In every industry, catching the eye of
the consumer and making it easy for her to buy it is the main aim of a
good distribution or 'place' strategy. Retailers pay a premium for the
right location. In fact, the mantra of a successful retail business is
'location, location, location'.

Promotion: this refers to all the activities undertaken to make the

product or service known to the user and trade. This can include
advertising, word of mouth, press reports, incentives, commissions and
awards to the trade. It can also include consumer schemes, direct
marketing, contests and prizes.
 P’s Of Marketing
The Marketing Mix 4 P’s –

 Product - The Product should fit the task consumers want it for, it
should work and it should be what the consumers are expecting to
get.

 Place – The product should be available from where your target

consumer finds it easiest to shop. This may be High Street, Mail
Order or the more current option via e-commerce or an online
shop.

 Price – The Product should always be seen as representing good

value for money. This does not necessarily mean it should be the
cheapest available; one of the main tenets of the marketing concept
is that customers are usually happy to pay a little more for
something that works really well for them.

 Promotion – Advertising, PR, Sales Promotion, Personal Selling

and, in more recent times, Social Media are all key communication
tools for an organisation. These tools should be used to put across
the organisation’s message to the correct audiences in the manner
they would most like to hear, whether it be informative or appealing
to their emotions.

In the late 70’s it was widely acknowledged by Marketers that the

Marketing Mix should be updated. This led to the creation of the
Extended Marketing Mix in 1981 by Booms & Bitner which added 3 new
elements to the 4 Ps Principle. This now allowed the extended Marketing
Mix to include products that are services and not just physical things.
Extended 7 P’s –
 People – All companies are reliant on the people who run them
from front line Sales staff to the Managing Director. Having the
right people is essential because they are as much a part of your
business offering as the products/services you are offering.

 Processes –The delivery of your service is usually done with the

customer present so how the service is delivered is once again part
of what the consumer is paying for.

 Physical Evidence – Almost all services include some physical

elements even if the bulk of what the consumer is paying for is
intangible. For example a hair salon would provide their client with
a completed hairdo and an insurance company would give their
customers some form of printed material. Even if the material is not
physically printed (in the case of PDFs) they are still receiving a
“physical product” by this definition.
 Importance Of Marketing Mix
All the elements of the marketing mix influence each other. They make
up the business plan for a company and handled right, can give it great
success. But handled wrong and the business could take years to
recover. The marketing mix needs a lot of understanding, market
research and consultation with several people, from users to trade to
manufacturing and several others.

Marketing Mix is important due to the following

reasons –
 It is decided keeping in view the needs and desires of a target group
of customers Therefore, it helps the firm in increasing sales and
profits

 It maintains a balance between various elements which are

interrelated. Therefore, marketing mix represents an integrated
approach to marketing

 It serves as a link between the business firm and its customers. It

helps in pursuing customer oriented marketing.

 Marketing mix is changed with changes in the requirements of

customers. It helps in maintaining an equilibrium between the
business firm and its marketing environment.
 Bobbi Brown –

Bobbi Brown (born 1957) is an American professional makeup artist,

bestselling author, public speaker, entrepreneur, and the founder of
Bobbi Brown Cosmetics. As a professional makeup artist, Brown created
10 simple lipsticks that evolved into a global beauty empire. Brown has
written nine books about beauty and wellness and is a New York Times
bestselling author. Since leaving her billion-dollar company Bobbi
Brown Cosmetics in October 2016, she has launched Beauty Evolution,
LLC and was certified as a health coach through the Institute of
Integrative Nutrition.
Brown's latest endeavor is EVOLUTION_18, a line of beauty-inspired
wellness products. Brown also curates the editorial website
JustBOBBI.com. In addition, she and her husband Steven Plofker
reimagined The George, a 32-room design-inspired boutique hotel
located in Montclair, New Jersey. She and a drugstore chemist created a
line of ten lipsticks on beige pigment. In 1991, Brown and her husband
partnered with another couple to launch the brand Bobbi Brown
Essentials, which debuted at Bergdorf Goodman in New York City. The
revolutionary success of her makeup line prompted Estée Lauder to buy
the company in 1995, retaining Brown as an employee of Bobbi Brown
Cosmetics. In October 2016, Brown stepped down from the company.
Bobbi Brown headquarters are in New York, United States. Bobbi
Brown Cosmetics, another subsidiary of Estee Lauder, is an exclusively
priced line of beauty products developed by Bobbi Brown, a world-
renowned makeup artist. Estee Lauder acquired Bobbi Brown Cosmetics
in 1995, just four years after its founding in 1991.
 P’s of Bobbi Brown –

Product mix -
Bobbi Brown has become a $1-billion-dollar brand. Along with her
traditional nude based lipsticks, Bobbi has extended her product
portfolio in not only makeup but she has also branched out into the skin
care industry giving consumers a wider horizon of goods to choose from
such as foundation, eyeshadows, mascara, eyeliner, lip gloss, blush,
bronzer, cleansing oil, moisturizer, and the list goes on. Bobbi Brown is
known for its matte black, sleek and minimalist packaging which is used
for lipsticks, compacts and mascara. Packaging can be defined as “The
development of a product’s container and label, complete with graphic
design.”
It is just as important as the product itself being that it can have a
massive impact on the consumer’s perspective of the product which can,
in turn, affect their purchase decision. Customers are instantly drawn to
products that are aesthetically pleasing to the eye as opposed to poorly
designed products which is why it has immense importance as a key
component of the marketing mix.
Bobbi Brown top 10 Bobbi Brown products in India –
1. Bobbi Brown Long Wear Gel Eyeliner – Price Rs. 1950
2. Bobbi Brown Long-Wear Even Finish Foundation SPF 15 – Price
Rs. 4300
3. Bobbi Brown Creamy Matte Lip Color – Price Rs. 2250
4. Bobbi Brown Luxe Lip Color – Price Rs. 3250
5. Bobbi Brown Corrector – Price Rs. 2650
6. Bobbi Brown Smokey Eye Mascara – Price Rs. 2850
7. Bobbi Brown Creamy Concealer Kit – Price Rs. 2950
8. Bobbi Brown Skin Foundation Stick – Price Rs. 3700
9. Bobbi Brown Eye Shadow – Price Rs. 1950
10. Bobbi Brown Extra Eye Repair Cream – Price Rs. 4950
Bobbi Brown packaging –
Price Mix –
Bobbie Brown at start was like any ordinary brand but because of the
amazing textures became a luxury brand they too sell their items for fifty
dollars, again which is acceptable considering its competitive brands
and the product quality. Bobbie Brown too has sales never exceeding
50%. A company such as Bobbi Brown, one of elite and superiority, a
perfect example of a pricing strategy would be premium pricing. This is
when businesses set a high price for their products to express its high
quality. In light of today’s day and age, there’s a particular pull when it
comes to expensive products, despite the struggles of today’s economy,
the public is still willing to splurge their disposable income on
extortionately priced products simply due to its deluxe image.
Price range of Bobbi Brown products – Rs.990 to Rs.9600.

Place mix –
Bobbi Brown retails in stores like Sephora, Target Macy’s and is also
available online on their official website and Sephora websites. Other
websites like EBay and other beauty sites mostly don’t sell second hand
or fake products. Bobbi Brown products are imported to India from
United Arab Emirates, Hong Kong, United States of America and many
others countries to ports of India like Delhi Air Cargo, Bombay Air
Cargo, Tughlakabad, etc.

Promotion Mix –
Although "Bobbi Brown" connotes luxury and supremacy, they have put
many sales promotions in place to cater to their customers’ needs and
balance out the price of their prestige goods such as; free standard
delivery on all orders and free deluxe sample with any order. Due to the
festive season approaching the brand is offering a complimentary gift
with any order, flexible delivery which includes free standard delivery
and a click and collect option from stores, gift cards and to top it off a
party prep makeup set with any order worth £50 and above. Another
element of the promotions mix which is used by Bobbi Brown is personal
selling. Bobbi Brown launched a campaign called “Pretty Powerful”
back in 2013 with the aim to empower women and girls through
education. The non-profit charity which was launched on International
women’s day is advertised on a limited edition Bobbi Brown product
every year. For every pound that is sold, women and girls are given
support through programmes around the world which provide them with
knowledge, skills and experience to overcome the social inequalities and
disadvantages they experience. Celebrities that use and promote Bobbi
Brown are Alessandra Ambrosia, Tara Sutaria, Kate Middleton and
many others.
 Product – life Cycle –
Introduction Stage - Bobbi Brown (born 1957) in an American
professional makeup artist, bestselling author, public speaker,
entrepreneur and the founder of Bobbi Brown Cosmetics. The initial
pricing of the products provided by Bobbi Brown was 10 dollars for
lipsticks, their first product. 10,000 dollars was the initial investment of
the brand along with 3 employees.

Growth - The company quickly started gaining popularity and increased

their product range to blushes, eyeshadows, foundations and many
more. The quality of their product also increased along with the pricing
which went up to 50 dollars. The company remained in the heart of NY
but started growing across Japan, Europe, Southeast Asia and many
others.

Maturity - Bobbi Brown was later sold to Estée Lauder in the year 1995.
Shares for the same were sold at 224.12 USD per share as of 4/12/20
which yields 0.80 dividend per share annually. Bobbi Brown has had no
declines.

.
 NARS Cosmetics –
NARS Cosmetics is a French cosmetics and skin care company founded
by make-up artist and photographer François Nars in 1994. The
cosmetics line began with twelve lipsticks sold at Barneys New York.
Since then, NARS has created various multi-use beauty products and is
now a subsidiary of Shiseido. NARS mainly sells in department stores in
about 30 countries including the Americas, Europe, Japan and
Southeast Asia. A graduate of the Carita Make-up School in Paris),
dapper Frenchman François Nars is another in the line of frustrated
makeup artists turned cosmetics giants. Having spent much of his youth
preferring French Vogue to comics, Nars became enchanted by the
fashion, models and design of its pages. He pursued a career in makeup
artistry and hit the big time. Moving to New York in 1984 after
encouragement from industry heavyweights, he went on to work with
huge publications and fashion designers. Like others before him, Nars
wasn't satisfied with the tools of his trade so, in 1994 he launched a
collection of 12 lipsticks in Barneys, New York. Demand for these soon
led Nars to create his full eponymous line, NARS. In 2000 Shiseido
Cosmetics acquired NARS and used their skincare know-how to launch
NARS skin in 2002. NARS Cosmetics, headquartered in New York, NY,
by Shiseido International Corp, the U.S. group division of Shiseido Co.
who announced the appointment of Louis Desazars as CEO of Nars
Cosmetics.
 P’s of NARS Cosmetics –

Product Mix –
NARS has perfected the formula for creating great products that
withstand both the test of time and hold up against the thousands of
other products on the market. Long-wearing, highly pigmented, and
unique. NARS is known for its luminous finishes and bold, long-lasting
pigments. The brand always seems to be one step ahead with its
innovative way of thinking, no wonder its products, like Orgasm blush,
have become cult classics.
10 best NARS Cosmetics’ products –
1. NARS Larger Than Life Long-Wear Eyeliner
2. NARS Natural Radiant Longwear Foundation
3. NARS Climax Mascara
4. NARS Sheer Glow Foundation
5. NARS Illuminator
6. NARS Soft Matte Complete Concealer
7. NARS Pure Radiant Tinted Moisturizer Broad Spectrum SPF 30
8. NARS Powermatte Lip Pigment
9. NARS Light Reflecting Loose Setting Powder
10. NARS The Multiple
Price Mix –
Most of the products range 50 dollars and below which is affordable
most of the American population. NARS, being a luxury brand does have
an affordable price range and is very similar to other competitive
brands. NARS also has sales frequently which rarely ever surpass 50%.
NARS Cosmetics products range from Rs.260 to Rs.11,300.

Place Mix –
NARS retails in stores like Sephora, Target and is also available online
on their official website and Sephora websites. Other websites like EBay
and other beauty sites sell second hand or fake products. Nars and Mac
have support of retailers and concessions helping them distribute their
products such as Selfridges, House of Frasers, SpaceNK and John
Lewis.

Promotion Mix –
NARS both are highly involved in the make-up industry by taking part in
organisations that assist catwalk and fashion shows. They are also
involved with celebrities for ad campaigns and adverts by promoting
NARS products for a good cause or awareness. NARS cosmetics most
recent social media campaign, the associated hashtag was mentioned
in 30 tweets every second.
They have used their platform to gain recognition by accepting
transgender community by collaborating with Caitlyn Jenner to show
that all types of people are welcome to use their brand and products.
Celebrities that promote NARS are Margot Robbie, Bella Hadid, Emma
Watson, Kylie Jenner and many others personally use and promote
NARS.
Process Mix –
NARS uses top of the line procedure for making their makeup alongside
companies like MAC. They internationally ship, with proper precautions
for shipping fragile items. NARS usually sends their items packed in
black boxes with a direction of use and at times a personalised note with
it. It usually takes a day or two to deliver their products based on
domestic shipping and payment made. However details of the same are
not shared keeping in mind the privacy clauses of the company.
 Product – life Cycle –
Introduction Stage - NARS Cosmetics is a french cosmetics and skin
care company founded by makeup artist and photographer François
Nars in 1994. The initial pricing of the products provided by NARS was
12 dollars for lipsticks, the first product. 1 Million dollars was the initial
investment of the brand along with 5 employees.

Growth - The company quickly started gaining popularity and increased

their product range to blushes, eyeshadows, foundations and many
more. The quality of their products also increased along with the pricing
which went up to 50 dollars. The company remained in the heart of NY
but started shipping to Sephora across Japan, Europe, Southeast Asks
and many others.

Maturity - NARS was later sold to Shiseido in the year 2000. Shares for
the same were sold at 58.45 EUR per share as of 4/12/20 which yields a
0.70 dividend per share annually. The company however had a 7% dip
in their sales after announcing its no longer a cruelty free brand, yet the
pricing remains the same and sales were almost instantly back to
normal.
Difference Between Bobbi Brown and
NARS Cosmetics –
Basis of NARS Bobbi Brown
distinction
NARS spends time on Bobbi Brown is more known
perfecting their formulas for having makeup
they are known for their perfecting skin therefore is
bright pigmented palettes used for natural and
Product Mix and therefore preferred for everyday makeup more.
editorial looks more. Products varieties - Bobbi
Product varieties - Brown Long Wear Gel
Eyeliner, Bobbi Brown
Creamy Matte Lip Color,
Bobbi Brown Luxe Lip
Color, Bobbi Brown
Corrector, etc.
NARS is easily found in Bobbi Brown is not
most stores like Target, available at most stores
Walmart along with except proper makeup
proper retail stores. department stores and
Place Mix However due to easy therefore rarely have
availability duplicates of duplicates made of Bobbi
NARS are made. NARS Brown. Bobbi Brown has
Cosmetics barely has any multiple stores all over
stores in India India.
NARS has a price range of Bobbi Brown has a price
50 $ and lesser which is range of 50 $ and lesser
Price Mix quite affordable for a which is quite affordable for
luxury brand. a luxury brand. Ranges
Ranges from - Rs.260 to from - Rs.990 to Rs.9600.
Rs.11,300
Process Mix Main process of the Main process of the making
 making and shipping of and shipping of Bobbi
NARS is not revealed Brown is not revealed
however it is packed in however it is packed in a
fancy paper when shipped sleek black paper when
with private messages shipped with private
written at times. messages written at times.
Promotion NARS usually resorts to Bobbie Brown focuses on
Mix social media and their advertisement and their
celebrity connections to brand endorsements to
promote their brand. promote their brands along
with their celebrity
connection.
 Conclusion –
The concept of the marketing mix and four P's have been strongly
dominant paradigms marketing stage for many companies. Marketing
managers must realize its usefulness in the marketing of goods and
services. But market research is bringing new approaches. The product
is the part of the marketing mix, along with the price, methods of
distribution and promotion. Products can meet the need or requirement
and offers the market in order to attract attention, acquisition, use or
consumption. This is not only related to physical objects but also include
services, people, places, organizations, ideas, etc. Worldwide product
marketing includes both tangible product (movable or objects) and
intangible (services) offered in the market to satisfy needs or desires of
the customers. The product is a package of features and benefits the
customer receives at purchase. Considering the importance of
augmented product model, marketing manager must focuse on providing
additional services or offers such as after-sale services, discount offers,
attached gifts etc. in order to build strong relationship with customers
and create brand image and equity among target market.
 Learning Outcome –
The project has enhanced our capacity to analyse and evaluate research
work on the field of and marketing mix and makeup while demonstrating
insight into the potential and limitations of science, its role in society
and people’s responsibility for how it is used. It also helped our ability
to describe, analyse and evaluate the environmental, social, cultural,
economic, legal and organisational aspects of marketing mix and
certain makeup companies. We can now read and demonstrate good
comprehension of text in areas of marketing mix.
 Bibliography –
https://en.wikipedia.org/wiki/Marketing_mix

http://saniaqasimpaisley.blogspot.com/2016/11/marketing-mix-bobbi-
brown.html

https://www.elcompanies.com/en/our-brands/bobbi-
brown#:~:text=Founded%20in%201991%20by%20makeup,only%20pre
ttier%20and%20more%20confident.

https://www.bobbibrowncosmetics.com/

http://nidaahmeduws.blogspot.com/2016/11/nars-and-mac-marketing-
strategies.html

https://digiday.com/marketing/nars-bringing-modern-luxury-social-
media/

https://en.wikipedia.org/wiki/NARS_Cosmetics#:~:text=NARS%20Cosm
etics%20is%20a%20French,now%20a%20subsidiary%20of%20Shiseid
o.

https://www.narscosmetics.com/

http://www.newlove-makeup.com/2017/02/top-10-best-bobbi-brown-
products-india-prices-buy-online.html

https://www.sawyerdesignvision.com/portfolio_page/packaging-bobbi-
brown-cosmetics/

https://www.shoppersstop.com/brand/bobbi-brown?page=6
https://www.zauba.com/importanalysis-bobbi+brown-report.html

https://www.totalbeauty.com/content/slideshows/best-nars-cosmetics-
makeup-181109/page11