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You are here: Experts > Business > Marketing > Careers: Business > cosmetic industry
Expert: Leo Lingham
Date: 5/15/2008
Subject: cosmetic industry
Question
QUESTION: Hi I am 30years old and going to be freshman in college this year, and i've been going through struggle with my major decision. I've been a make up artist/skin care specialist for a few years now and i want to stay within this beauty industry but work in a corporate environment rather than opening my private business. I see myself trading/representing prestigious cosmetic line like Lancome, Shiseido,Chanel,etc.. What would you call someone who held this kind of position? What are the responsibilities? what are the requirements to become one and what courses should I take? I was thinking about business management or international business.. What kind of corporate opportunities are out there for a someone who loves beauty industry and who has eyes for beauty??
Thank you.
ANSWER: JIA,
BASED ON YOUR BRIEF,
-currently your strength is your knowledge/ experience
in '' makeup artist / skin care'' specializtion.
THIS IS A GOOD START / A FOUNDATION.
YOU MUST WORK ON THIS. FOR A POSITION IN
THE CORPORATE WORLD, YOU WILL NEED
-DEGREE IN BUSINESS [ BBA ]------4 years.
-MBA [ MARKETING ].-----2 years after BBA completion.
There are few positions which would provide
the base
-product manager/ Brand manager
-sales promotion/ merchandising manager
-marketing manager
WHICH WOULD LEAD TO
-marketing director
then to
-vice president marketing
=====================================
MARKETING DIRECTOR
Position reports to.
CEO
Primary objective
Develop, direct and control the sales and marketing business strategies and activities of the organisation to achieve revenues, sales and profit targets.
Specific accountabillitles
Direct the activities of sales and marketing for the achievement of short and long term business objectives, increased profit, and market control.
Establish and co‑ordinate the sales and marketing objectives, policies and programmes within the context of the overall corporate plan and, where appropriate, recommend standards and set targets and quotas.
Prepare, or arrange for preparation of the budgets, reports and forecasts and ensure they are presented in a timely manner to the Chief Executive.
Appraise the activities of the staff according to overall sales and marketing strategies. Monitor and evaluate the performance, and the efficiency of staff and procedures.
Co‑ordinate subordinate staff to optimise the use of human and material resources to achieve goals. Consult with subordinate staff and review recommendations and reports.
Direct the preparation of operational matters including market research, advertising, promotion, distribution, pricing and selling.
Direct sales activities by setting product mix, geographical sales areas and customer service standards.
Control and moriitor sales methods, key customer strategies and arrangements by recommending prices and credit arrangements.
Direct and control marketing by planning and running advertising campaigns and promotional activities, product management and market analysis and research.
Monitor customer service, invoicing, payments and administration costs.
Direct the development of initiatives such as new products, new marketing techniques, new advertising campaigns, incentive bonus schemes and the dropping of unprofitable products.
Maintain necessary contact with major suppliers, key customers, industry associations and government representatives to achieve the objectives of the division.
Select, or approve the selection and training of senior staff. Establish lines of control and delegate responsibilities to staff.
Ensure all the activities of the sales and marketing group comply with relevant Acts, legal demands and ethical standards.
==============================================================
Marketing Manager
Position reports to.
Marketing Director
Primary objective
Direct and control the marketing business activities to achieve revenue, sales and profit targets.
Specific accountabilities
Direct the activities of the marketing group for the achievement of short and long term business objectives, increased profit, and market
control.
Establish and co‑ordinate the marketing objectives, policies and progrannne within the context of the overaH Corporate plan and, where
appropriate, recommend standards and set targets and quotas.
Prepare or arrange for preparation of the budgets, reports and forecasts and ensure they are presented in a timely manner to the Principal
Sales and Marketing Executive or Chief Executive.
Appraise the activities of the group according to overaH marketing strategies. Monitor and evaluate the performance, and the efficiency
of staff and procedures.
Co‑ordinate subordinate staff to optin‑rise the use of human and material resources to achieve goals. Consult with subordinate staff and
review recommendations and reports.
Direct the preparation of operational matters including market research, advertising, promotion, distribution, pricing and seHing.
Direct and control marketing by planning and running advertising campaigns and promotional activities, product management and market
analysis and research.
Direct the development of initiatives such as new products, new marketing techniques, and new advertising campaigns.
Maintain necessary contact with major supphers, customers, industry associations and government representatives to achieve the
objectives of the group.
Select, or approve the selection and training of staff.
Establish lines of control and delegate responsibilities to subordinate staff.
Ensure all the activities of the marketing group comply with relevant Acts, legal demands and ethical standards.
================================================
Sales Promotion Manager
Position reports to:
Marketing Manager
Primary objective
Develop and implement sales promotion programmes to contribute to the achievement of overall sales objectives.
Specific accountabilities
Formulate and implement sales promotion policies, methods and procedures. Assist with overall promotion and marketing programmes.
Prepare sales training and selling aids, literature, brochures, catalogues, display advertising and technical instructions and administer sales
promotion projects. Analyse and appraise the effectiveness of sales methods, costs and results.
Identifv new uses and markets for products and recommend distribution channels for them.
Analyse the competitive position of company products and recommend product styling, quality changes and price structures. Co
operate in and direct, where necessary, market research programmes.
Supervise, co‑ordinate or recommend advertising programmes including agency, media and scope. Handle publicity and maintain contacts
with agencies.
Recommend and evaluate participation in industrial, scientific and other types of exhibitions.
Develop or supervise the development of direct mail campaigns and programmes.
Participate in determination of label, package and product design.
Co‑operate in the preparation of sales forecasts and the development of projected selling expense budgets.
Ensure activities comply with legal and ethical standards.
=============================================================
Product /Brand Manager
Position reports; to:
Marketing Manager
Primary objective
Develop marketing programmes for assigned products in consultation with senior marketing professionals.
Specific accountabilities
Participate in the development of marketing objectives, strategies, advertising and promotion programmes and ensure their execution.
Participate in planning sales promotion and advertising in support of existing products, to determine market strategies and sales tactics to
achieve product objectives.
Analyse market trends and sales potential and prepare sales forecasts for use in planning manufacturing operations and inventory
control.
Recommend criteria to be used in screening new product ideas for potential and practicality.
Maintain contact with distribution centres and key account customers to follow up promotion efforts and keep informed on needs of the
sales force.
Develop methods for field testing merchandising programmes, evaluate the effectiveness of promotion and advertising programmes and
make recommendations for improvements or changes as necessary.
May supervise the day‑to‑day work of a Marketing Assistant.
Review complaints and suggestions relating to assigned products.
Ensure all business activities comply with relevant Acts, legal demands and ethical standards.
=================================================
REGARDS
LEO LINGHAM
---------- FOLLOW-UP ----------
QUESTION: If I want to work internationly, what are my options and requirements? I mean trading/representing cosmetics to other countries.. I'm guessing it's international marketing?
Thank you
Answer
JIA,
YOU STILL NEED TO GO THROUGH,
-DEGREE IN BUSINESS [ BBA ]------4 years.
-MBA [ INTERNATIONAL BUSINESS ].-----2 years after BBA completion.
and gain experience as
-product manager/ Brand manager
-sales promotion/ merchandising manager
-marketing manager
WHICH WOULD LEAD TO
-a position in the export marketing field.
A SECOND LANGUAGE IN --french/ mandarin/ spanish
would be highly desirable.
REGARDS
LEO LINGHAM
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