Last Updated 26 Jan 2021

Company identity

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Mario Badescu products are completely new to the market. The latest trends in Brazilian market of cosmetics suggest that Mario Badescu products will be extremely successful among all layers of population. Although Brazil has already positioned itself as the most promising cosmetic market in Latin America, it lacks domestic manufacturing facilities, and mainly relies on imported cosmetic products. With the 15. 59% growth of cosmetics consumption per capita (5), Mario Badescu possesses vast opportunities to take its marketing niche in Brazilian market of skincare products.

Company identity Mario Badescu is known all over the world for its high quality elite cosmetics and skincare products. The company has managed to align traditional skincare secrets with modern technology of manufacturing cosmetic products. Mario Badescu customers value the highest quality of its products and services. The company follows the principles of stability, quality, responsibility and responsiveness to consumer feedbacks. For those, who look for high quality skincare products, Mario Badescu is the best solution.

With the continuously growing Brazilian market of cosmetic products, we expect that Mario Badescu products will become a revolutionary intervention for the Brazilian consumers. Mario Badescu brand Skincare products under Mario Badescu brand are extremely specific, personal, and almost intimate. Psychologically, women and men refuse speaking about the products they use to stay young and attractive. Mario Badescu meets a serious challenge: it combines the discussed "secrecy" by promoting natural looks, and makes its products popular. Make-up usually has several substitutes.

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There are traditional cosmetical products, and those which promote natural looks. It is critical, that where natural looks is preferable, cosmetic products may experience sales decline. (2, p. 18). Mario Badescu products initially promote "natural" looks. By choosing Mario Badescu skincare products, consumers do make a choice towards particular appearance. The brand is well-protected from the threat of possible substitutes by offering "natural" shining skin, without any sign of artificiality. The three product lines Mario Badescu products are new to Brazilian market.

Even in the light of the promising marketing trends, we should carefully choose the products with which Mario Badescu will enter Brazilian market. It is critical that we avoid excessive product diversification and concentrate on the most important products for the major consumer groups. Mario Badescu presents three different product lines: for teen care, aging, and pregnant skin. Each group of product targets specific consumer groups. By offering the three different types of products, Mario Badescu meets several product requirements. First, consumers become aware of the wide product list and product opportunities.

Second, Mario Badescu initially directs its efforts at the three most vulnerable consumer groups, by offering them high quality cosmetic products. Third, the strict product line division suggests that consumers will hardly confuse the products. Fourth, Brazilian culture promotes shining appearance, sexuality and luxury. The three lines of skincare products from Mario Badescu solve the three major skin problems for Brazilian population: teen acne, aging, and skin changes during pregnancy. Ultimately, these product lines allow Mario Badescu conquering the major portion of the market without excessive product diversification.

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