Denna kandidatuppsats behandlar ämnet reklam i termer av standardisering och lokalanpassning. Avsikten har varit att ta reda på hur Oriflame Cosmetics har valt att standardisera eller lokalanpassa sin reklam inom regionen EMEA (Europa, Mellanöstern och Afrika), samt i vilken utsträckning Oriflames lokala representanter kan medverka i denna process. Fokus har legat på katalogutformningen då detta är Oriflame Cosmetics huvudsakliga tryckta material. Den forskning som presenteras rör särskilt prototypstandardisering (Prototype Standardisation) och schablonstandardisering (Pattern Standardisation) av reklam. Forskare visar också på hur fokus har skiftat från att skilja på fullständig lokalanpassning och fullständig standardisering, till att istället behandla regional standardisering samt vilken roll lokala representanter har i denna process och relationen mellan huvudkontor och dotterbolag. Undersökningen baseras på intervjuer med anställda inom Oriflame som har god insyn i företaget och katalogutvecklingen, samt på sekundärdata inhämtat från finansiella rapporter och dagspress. De huvudsakliga frågorna berörde hur processen för katalogutformandet ser ut samt hur lokala representanter medverkar i denna. De resultat och slutsatser som undersökningen visar på är att Oriflame Cosmetics har en tydlig regional ansvarsfördelning vid katalogutformandet. De använder sig främst av så kallad schablonstandardisering men verkar överlag ha funnit en balans mellan lokalanpassning och standardisering av sitt reklammaterial. Lokala representanter medverkar i början av processen med möjlighet att ge feedback angående idéer till nya kataloger men beslutsfattande sker på regional nivå. De lokala representanterna har dock också möjlighet att komplettera katalogerna genom andra aktiviteter snarare än att ha direkt kontroll över katalogframtagningen.

Starting out as a state-run enterprise, TSC has sought to diversify its operations from its core salt business to comply with uninhibited private, international competition. Taiwan Salt is now divided into Seawater Chemistry, Biotech, Info-Tech, and Distribution business units based on their respective unique product lines and directions of future development. In terms of Biotech, Taiwan Salt has applied medical-grade collagen to its medical/cosmetics business and turned it into a major revenue source. Therefore, it will be necessary to study consumers¡¦ behavior in buying cosmetics in order to promote and sell this product. This research examined consumers¡¦ sex, age, education, occupation, and monthly income and investigated how differences in these factors and in post-purchase satisfaction and loyalty would lead to significant differences in suggestions and perception. Customers of TSC¡¦s Kaohsiung sales office were, based on convenient sampling, taken as the subjects that received questionnaire survey. The collected data underwent statistical procedures and analysis, and conclusions and suggestions were drawn and put up to be adopted by TSC and even enhance TSC¡¦s competitive edge. The research has obtained findings and offered suggestions. 1. The findings of this study are presented as follows: 1.1. Overall, the products of TSC¡¦s collagen cosmetics is accepterable by the consumers. The empirical result supports this aspect. 1.2. Market orientation has a positive effect on collagen cosmetics market. As the results of the statistics, female consumers age among 35 to 55 are the main targets of the collagen cosmetics markets. 1.3. Consumers concern about the qualities, functions, services, much more than the price of the TSC¡¦s collagen cosmetics. 1.4. In purchasing TSC¡¦s collagen cosmetics, the income factor is not significant with the prices of the commodities. However, there still have relatively large spaces on improving the quality of the commodities. 2. Suggestions: 2.1. The questionnaire survey scope of this study is focused only on TSC¡¦s Kaohsiung sales office; it¡¦s better spreading the field into the whole markets. 2.2. Offer various field of questionnaire survey shall be very helpful on comparison and understanding the full view of the markets. And then the results of the study can be more practical on TSC¡¦s marketing strategy planning.

Thesis (D.P.H.)--University of Alabama at Birmingham, 2007. / Title from PDF title page (viewed on Feb. 19, 2010). Includes bibliographical references.

台灣自有化妝品品牌經營發展策略 / Taiwan cosmetics market is a very competitive and mature environment with high penetration rate, low growing power and more than one thousand brands in the market. About 80% of the brands are from abroad and 20% are from local companies. Most of the market leaders are owned by international corporates including L’Oreal, Estee Lauder, P&G, Shiseido, and Amorepacific. Although some local cosmetics brands are well known by customers, the brand awareness and sales volume are not outstanding enough to compete with the foreign rivals. The intention of studying brand development strategy to for local Taiwanese brands was inspired based on this phenomenon. In order to understand the market, discover successful factors and define opportunities, both quantitative and qualitative analysis is conducted in chapter two and three. The analysis includes the aspect of total market status overview, brand positioning, product performance, retailing channels, and promotion. In addition, three successful brands and one Taiwanese brand are studied in this section. The key points are summarized as the following. Firstly, skincare sector drives 64% of market value followed by makeup sector with 14%. Also, department stores and personal care stores are the main channels to acquire customer while e-commerce and pharmacies are rising quickly. Thirdly, the competitiveness results in heavy promotion level in Taiwan market. Moreover, increasing amount of Asian tourists and undeveloped males sector will be the opportunities to gain market share. Lastly, elaborating local concept would be a strategy to make local brands distinguished from the other international brands. By taking a Taiwanese skincare brand, Daughter, as a subject, the brand development plan is recommended in the later chapter.

Abstract  Background:   The main aim of the research is to focus on the market potential of the cosmetic brands in the market of Aruba, Bonaire and Curacao (ABC islands). These islands are located in the Caribbean Sea in front of the coast of South-America. Before starting to expand, international companies first search for potential suitable markets to invest in. This thesis attempts to find out if there is a potential market for the cosmetic products of the companies on the ABCislands. 　 Purpose: The purpose of the Master thesis is to find out if there is a potential market for new cosmetic products on the ABC islands. To achieve the purpose, the research addresses the market potential analysis.  Conclusion:   The market of Aruba and Curacao offer a great number of potential clients and a good future prospect. These findings are also supported by research that was conducted in 2007 by the Icongrouponline.  Majority of the consumers on the islands are willing to try new professional cosmetics products. Additionally, the tourism industry plays an important role when assessing the market potential on these islands for professional cosmetics products.  Key words:   Internationalization, market selection, market potential and development, entry mode, cosmetics products, Aruba, Bonaire, Curacao

This dissertation explores the role of capacities of different sets of actors and examines some of the consequences of realization of these capacities. Specifically, the two outcomes examined in this dissertation are coopetition, which is simultaneous cooperation and competition, and innovation. This research uses different contexts and multiple methods to understand and explore the role of capacities in varied outcomes. The first essay examines the effect of actor capacities on coopetition. It looks at cosmetics salespeople in department stores that are embedded in relations with the store and the cosmetics brands among others, and examines the effect of this embeddedness on cooperative or competitive responses of these salespeople. Specifically, this research posits that actors, both human and non-human, possess capacities to interact with other actors. Unless the interaction occurs, the capacity merely remains a potential, and is only realized in interaction. Capacities represent the joint agency of interacting actors or entities. Both individual actors and collectives possess capacities to interact with others. Capacities of actors and collectives determine the processes employed by these actors that help integrate the collective or disintegrate it, thereby dynamically influencing the balance between cooperation and competition among sales people. The second essay examines the capacities of inventors in Biotechnology industry and investigates innovation as an outcome of realization of their capacities. This essay specifically focuses on actor capacities and its outcomes in the event of an acquisition. It posits that potential relational capacities of inventors prior to an acquisition determines whether integration among inventors will happen at the time of the acquisition. In addition, this research studies the effect of inventor integration at the time of acquisition on innovation outcomes of the acquiring firm, four years from the time of acquisition.

Σκοπός της έρευνας που διενεργήσαμε ήταν να προσδιορίσουμε τα κίνητρα και το προφίλ εκείνων των καταναλωτών που επιλέγουν να αγοράζουν τα δερμοκαλλυντικά και τα προϊόντα περιποίησης προσώπου και σώματος τους από τα πολυκαταστήματα και όχι από τα super markets, τα φαρμακεία ή άλλα μικρότερα καταστήματα. Προκειμένου να εξάγουμε ασφαλή συμπεράσματα δημιουργήσαμε ένα ερωτηματολόγιο το οποίο και μοιράσαμε σε 240 άτομα. Τις απαντήσεις που πήραμε τις επεξεργαστήκαμε με το πρόγραμμα Statistic Package for the Social Science (SPSS). Οι απαντήσεις αυτές μας βοήθησαν να κατανοήσουμε τι συμβαίνει στη αγορά σήμερα. Ανατρέξαμε στη διεθνή βιβλιογραφία ώστε να συλλέξουμε πληροφορίες σχετικά με τα κίνητρα των καταναλωτών για αγορές και τον τρόπο με τον οποίο δομούνται τα καταστήματα προκειμένου να γίνονται ελκυστικότερα στους καταναλωτές. Θεωρούμε ότι μια τέτοια μελέτη θα ενδιαφέρει τόσο τις εταιρείες καλλυντικών, όσο και τους ιδιοκτήτες πολυκαταστημάτων, μικρότερων καταστημάτων ακόμη και φαρμακείων μιας και για όλα τα ανωτέρω, τα καλλυντικά αποτελούν μεγάλο μέρος του όγκου των πωλήσεών τους. / -

This thesis is a study of magazine advertisements for beauty products in Canada between 1901 and 1941. It looks at the use of cosmetics and the growth of advertising in the context of the development of North American consumer culture, highlighting the role of gender in that culture. The period studied is divided in two by the mid-1920s to reflect changes in advertisers' views of consumers--from rational decision-makers to irrational creatures driven by their emotions--and in ideals of feminine beauty, as the use of cosmetics became an essential part of the ideal perpetuated by advertising. The thesis attempts to show the link between business history and cultural history by demonstrating how marketing professionals co-opted cultural trends in order to create effective advertising, and how traditional relationships and values were modified by the purchase and use of mass-marketed goods.

Diss. (sammanfattning) Stockholm : Karolinska institutet, 2007. / Härtill 4 uppsatser.

Thesis (Ph. D.)--New School University, 2002. / Includes bibliographical references (leaves 291-302).