Integrated Brand Make Up Forever Company Management - Assignment Example

Abstract For any company to be successful in the business it is involved in there must be a great deal of brand management that is practiced. It is because of the fact that this is one of the ways in which a company attempts to achieve it goals as far as the issue of customer satisfaction is concerned. This refers to the process of applying marketing techniques with reference to specific product, brand and product line. The process not only entails the issue of the brand but also the management of the particular company to ensure the goals and objectives of the company or the business are achieved. This report entails a detailed brand framework of the Make up forever Company. Make up forever is the company of choice because of a number of reasons. It is one of the companies which are internationally recognized for having one of the best make up product brands in the whole world. Another reason it is one of the company that practices a very well brand management hence its great success and fame in the whole world (Cummings, 2005). The report entails the areas that the company is mainly involved in its operations. It contains the ways in which the company manages its integrated management of brand. Overview of Make up Forever Company Make up forever is a company that is also known as called French Buzz originally established in Paris France. The reason as to why the company’s new name is emerging is due to the fact that some women have take the make up from the make up company and gone ahead to deliver them to the other women. The advantage for this is that the company’s self imagine is automatically advertised to the entire world. The Make up forever company was formed in the year 1984. According to The Make up forever Annual Report (2008), it was begun by Dany Sanz. This is a lady who is popular for her great artistic techniques in painting as well as sculptor. She is also very well known for her work in creative arts as well as global art hence the director of creative and global art. The Make up forever company is also referred to as the cosmetic French house. This is because it is the ideal house where any woman who refers to herself as a queen goes for some make up hence a veritable play house (Sveiby, 2001). Some of the countries where it was first established include the Korea, Europe and China and it has more than 1400 products. The main aim of the company in the beginning was to have palette put together extensively containing all of the products, colors and texture that are needed to create the ability of achieving a great professional effect as far as the make up professionalism is concerned. There is also the practice of body art by Dany Sanz who happens to be the very first person to ever practice it (Susan, 2007). It has a number of departments that amount to the revenue earners of the company namely resorts and parks, media networks, consumer products and studio entertainment. One of the greatest strengths that Make up forever productions has is the quality of the work that it produces. This explains why its work has greatly captured the attention of the world and especially the northern part of America. The responses from their customers have been of great help in the improvement of the serves offered by the company. This is because due to its well laid down strategy of brand management it has been able to make amendments and corrections where need be to suit the needs of their products consumers. The company is one a mission to be the best leading producer globally of the make up as well as body art services. It goes beyond that and tries to produce the bets and most creative profitable and innovative make ups that are fit for all the ages’ application Brand management This refers to the process of applying marketing techniques with reference to specific product, brand and product line. The process not only entails the issue of the brand but also the management of the particular company to ensure the company gets to achieve all of its objectives and goals. There is a need for any particular company to get to understand what brand means for them before being engaged in integrated brand management. Therefore, the owner or the manager of the company is expected to explain what the brand means for the company. This means that the managers in conjunction with the other employees especially the marketing department should be involved in the process of branding after getting to know the needs of the customers that are out to satisfy (Rik, 2003). The exercise should be led by the company’s CEO. It should be noted that for a particular brand to be effective to the customers then it means that there must be a brand promise, which stands for the real implications of the brand. This explains why the president and the overall overseer of the Make up forever Company are involved in the process of branding. The company has made a brand promise to its customers in the sense that all of its products are known to evoke feelings from the customers resulting to them buying and ordering for more of the products. They are able to make the right promise top their customers because of the fact that through the marketing department, there is always a continuous study to get to know what the needs of the customers are and then the company goes ahead and fulfils them. A company must apply a number of ways to ensure that the customers’ gets learn about the brand it is offering. Some of the ways that the company will have to use includes issues like advertisement as well as the effort of the management of the company to get to understand the motivational factors of the customers as well as the abilities as far as working in the company is concerned. By doing that, the company is well able to stand and compete with all of its competitors. The Make up forever Company has been able to keep the promise to the customers because of the fact that it entails management of the capabilities by the use of processes that can help the company to deliver what is required of it to the customers. Frame work for the Make up forever Brand Management Make up forever has a number of core values, which have been the main guideline to its branding. The company is one of the companies that are very much committed to persistence. It has been persistence in ensuring the needs of the customers are very well understood. This is whereby the company ensures all of its employees are well versant with the issues of core values of the company so that in everything they do, they can be in a position to get to understand what they should insist on doing. The company is also focuses on the issue of producing products, which will provide happiness to the whole world. This ensures that the company in its effort to provide the happiness to its customers will ensure that they their products are produced in a very great level of creativity and innovation. This is why there is so much use of modern knowledge and technologies in all of the company’s production. Make up forever structure of framework There are four very important elements associated with the Make up forever company’s efforts toward brand management which are the marketing, management, customer and product. They issue of management is catered for in terms of proper training for all of the employees. The managers are well trained in the matters of the field, good ways of accounting and in the running of the business, then for the customers they have a chance to make their purchases online, the marketing department is very much involved in branding and finally the product is made as per the needs of the customers. There are three very important parts of brand management as far as the Make up forever company is concerned which are the image, feature and the core values. These are very useful for the company in building the brand name to all of its customers. It is through the core values of the company that the customers have been able to understand clearly the purpose and the faith of the brand of the Make up forever. The feature, which is very strong for the company, has helped the customers to be able to identify the company’s brands. This is because; people have been in a position to clearly understand the brand produced by the Make up forever due to the fact that all of their products have had a repeated feature which the customers easily identify. The issue of image has been used by the company for the purposes of winning it customer’s identification. The Make up forever has been committed in trying to build the image of the brand for all of its products. This explains why most of the people in the whole world think very positively about the products that are offered by the Make up forever Company as compared to other companies. It is very evident that even most of the parents will gladly buy films for their children as well as the entire family viewing form the Make up forever Company because they trust them. This explains why the three element appears in the centre most of the circle in the concentric. The other four very important elements are the brand identity, strategy, management and value. They are the main processes that are used by the company to ensure the customers get to know the brand very well. Brand identity entails the naming of the particular brand, also the aspect of using the brand name as well as the logo. The company comes up with unique names for their products, which are known in the whole world. This is a film that is unique and in case the company would want to come up with a new action then the name itself would sell the brand or the product. In addition, the use of the name Make up forever is very appropriate to the customer because it is unique and easy for them to remember. Beside the name, all of its products contain some logos and symbols. The following are the main symbols used for the identity of the Make up forever’s brands that appears in all of their products and brands. The moment people see the logos and hear the name they know it is from Make up forever. Brand strategy entails the transmission of the massages about the brand of the company to all of the customers. This explains why the company must be aware of its niche first before embarking on other issues. Make up forever has been able to fully embark and maintain the practice and that explains why their products can be sold in the whole world without any struggle. In actual sense they have been able to self advertise them in the whole world very easily and in very balanced way. The brand value of the company has been maintained through continuous innovation and creativity. One of the uniqueness the brands of the Make up forever have to the world is the effort it has continuously put in ensuring that the people of the world are always happy about their looks. It is evident form the people that all of the products that are associated by the Make up forever Company are ever fashionable of high quality, contains the latest technology and contains a very unique design, which suit any age (Nonaka & Takeuchi, 1995). This has been derived at after the positive feedback that is received from the customers all over the world. Most of the people argue that they can comfortably purchase a film that is a product of the Make up forever to be viewed by the whole family because they are confident that it will be suitable for all viewing. It has been confirmed that their products can also be used by not only the adults but also by the entire world very comfortably. This means that when designing them, the company is very considerate of the fact that all the ages of people will enjoy (Mintzberg, 1991). Make up forever’s one way of brand management is the use of knowledge management which entails the different strategies, methods, practices and ways that have been laid by a particular organization to represent, create, identify and distribute as well as adopt to the experiences and insights observed in the business on the process of its running (Langhorne, 2003). Brand management through Knowledge management strategy Due to the problems that are facing the knowledge management process in many companies hence interfering with the process of brand management, the Make up forever company has come up with a number of great strategies of helping in solve the problems. I. Setting up a committee for the purpose of knowledge management. This group of people is always there to review all the laid down issues and carry out further research to affirm the truth of the matter (Grant, 1991). The following are the duties of the committees a. To give proper support as well as initiate learning, practice and communication b. To offer training to the employees on the issues of knowledge management as well as expose them to the experience of the same. c. To come up with a proper approach as the best tool for promoting knowledge management in the organization II. They have come up with a strategy that transforms knowledge management into the context of business. This is whereby the committees or rather the people responsible draw a framework that will accommodate knowledge management in the form of the kind of the business the Make up forever is involved in, which is entertainment (Kimiz, 2005). The focus is mainly on the customer satisfaction as far as the issue of product brand is concerned. It entails a. Creation of knowledge to the subordinate staff especially the new areas that are coming up to ensure the Make up forever company employees are up to date with the new technology. b. Assimilation or dissemination of the knowledge through connecting the consumers, the employees and the other stakeholders to get to share information, learn from it and then transfer the knowledge to each other. This can be through forums. c. Exploitation of the knowledge. This involves the maximum use of the knowledge gained in the process of making decision, solving problems, planning of scenarios and finally the creation of value of the products in the market. This has been very important as far as the issue of building the value of the brand for the Make up forever Company is concerned. d. Review of knowledge. This is whereby the company ensures all the processes towards knowledge management are business oriented so that the issue of profitability is not forgotten. The company is focused on balancing the customer satisfaction with the profitability. III. Sharing of knowledge, motivation and convergence of learning The knowledge locus and knowledge level are very important factors as far as effectiveness of knowledge management in the management of the brand for the Make up Company is concerned (Gottschalk, 2005). There has been a serious effort for the structuring of knowledge management in such a way that it will encourage motivation of the workers to share their experiences for the purposes of convergence learning. IV. Alignment of the value adding and knowledge processes with all of the strategic objectives. There is a very important connection between the cycle of knowledge and the cycle of strategy. The strategy for Make up forever Company is to be the best company in the whole world. This means that there is a need to measure the gap that currently exists between the efforts the company is putting to achieve it and the effort that the company must put. The gap that is realized must be transformed in terms of knowledge management (Earl, 2001). This means that new ways of introducing the knowledge in the form of a business strategy V. Reinforcing and rebuilding of the enablers This involves the following a. People and the culture. i. This involves the change of cultures of the top management not paying much attention to the subordinate staff. There has been a great creation of such a chance for the managers to get to listen to the lower level of the employees. It is the high time the junior employees get a forum to get to talk about what they think could improve the production of the Make up forever Company in terms of knowledge management (Hamel & Prahalad, 1994). By doing that, the managers have had a chance to hear form the subordinate who are likely to have the feedback from the customers. ii. The process of knowledge management has also been translated into the process of performance appraisal. This is not necessarily in the form of finances. It can be in the form if training and education for the employees to encourage the process of knowledge sharing as well as the innovative skills they all have (Darlene et el, 1983). This has helped in that many have gained interest to learn new innovative ways of production. iii. A common sense in terms of community sharing has been greatly encouraged. This means that there should be a creation of conducive environment for the employees to persuade other to work towards the management of knowledge. iv. Enforcement of trust amongst the employees. Trust enables the people to be able to share freely among themselves whatever knowledge they have. This ensures that there is a strong relationship that has been created among the employers to be able to share the skills and knowledge with each other freely without feeling they are sharing it with a competitor (Chandler, 1992). This is with reference to the fact that some employees in the company may have the latest skill on the operation of the new technology hence teaching the other people who are also employees in the company. b. Process i. Knowledge management must be decentralized for it to be maintainable. This means that people must be appointed to deal with every portion of knowledge (Hannagan, 2005). This is because if the maintenance of the knowledge management is centralized it will have much impact like it will be if decentralized. This process not only promotes the strategy but also the process of sustainability. ii. Involvement of middle management. To ensure the projects involving the management of knowledge, there is a great need for involving the middle management. This is because the middle management is the best catalyst since it can directly connect to the lowest level of employers as well as the highest rank of management. They are very able to get to the operation managers who are very responsible of the maintenance of the knowledge management projects in the Make up forever Company. c. Technology i. Promotion of knowledge dissemination. This whereby all the IT tools besides their other jobs, should focus on initiatives concerning sharing of knowledge. This is in terms of dissemination of the knowledge (Jashapara, 2004). The technologies can also be in a way that they connect the employees together to get to share knowledge. This can be in terms of using a technology that required more than one employee to operate so that all of which must be having different skills to ensure they share the knowledge with each other. ii. Flexibility of the IT infrastructure. This is whereby all the new technology that is being introduced must are able to match with the infrastructure that is in existence (Hannagan, 2005). This will make it easy for the operator of the technology to adapt easily to them without extra training. iii. Improvement in the use of the social network like face book, twitter and net log, building more shops outlets among others for advertising the products of the company. References Chandler, B. 1992. Management theory and practice. London: Thomson. Cummings, N. 2005. Work Groups, Structural Diversity, and Knowledge Sharing in a Global Organization. Management Science, 50, 3, p. 352 – 364. Darlene, G. & Samuel N. Antupit. 1983. Make up forever’s Fantasia, New York: Abrams. Earl, M. 2001. Knowledge management strategies: Toward a taxonomy. Journal of Management Information Systems, 18(1), 215-233. Gottschalk, P. 2005. Strategic knowledge management technology. United States: Idea Group Publishing Grant, R. 1991. The resource-based theory of competitive advantage: implications for strategy formulation, California Management Review, 33, 3 114 – 135. Hamel, G. and Prahalad, C. 1994. Competing for the future, Harvard Business School Press, Boston. Hannagan, M. 2005. Management concepts and practice. England: Prentice hall. Jashapara, A. 2004. Knowledge Management: An Integrated Approach, Peason Education Limited, England, p. 12. Kimiz, D. (2005) “ knowledge Mangement in Theory and Practice” Langhorne, C. (2003). Bon Knowledge Management and IT: theory, practice, and promise. Retrieved November 12, 2009, from http://www.tgc.com/dsstar/03/1216/107141.html Mintzberg, H. 1991. The effective organization: forces and forms, Sloan Management Review, Winter edition, 54 – 67. Nonaka, I & Takeuchi, H. 1995. The Knowledge-Creating Company. Oxford: Oxford University Press. Rik, R. 2003. Brand Management. Essex: Pearson Education Limited. Robin , A.. 2004. Make up forever and Europe. London: John Libbey & Company Ltd. Susan, B. 2002 Rapid strategic planning. London: Oxford University Press. Susan, G. 2007. Make up forever's Brand Strategy [WWW] Available from: http://everyjoe.com/work/Make up forevers-brand-strategy/ [Accessed 09/11/10]. Sveiby, K. 2001. The "invisible" balance sheet. Retrieved November 10, 2009, from http://www.sveiby.com/articles/InvisibleBalance.html The Make up forever Annual Report (2008) The Make up forever Company (n.d.) Company History [WWW] Available from: http://corporate.Make up forever.go.com/corporate/complete_history_1.html [Accessed 09/11/10]. Read More