Rimmel’s product presentation when displayed in shops is always the same, creating an instant awareness of the brand when you see a Rimmel stand. The top level of make-up tends to generally be the most expensive products displayed at eye level to increase the chances of the buyers to choose them rather than the cheaper products lower down on the stand. The colours of the products make Rimmel a fun, eye-catching brand which is suited well for their target market. The make-up stand itself tends to display the new products in the top centre of the stand drawing customer’s attention straight to this. There may also sometimes be products on offer displayed here too to raise awareness for this price drop.
PRICE
Rimmel have based the prices of their products at an affordable high street cost in order to ensure they are available for their teenage target market. Their product prices range from £1 - £10 guaranteeing their products are affordable for anyone. The pricing is reasonably low due to the low pigment and density in the products. For example the press powder will be made up of mostly talcum powder rather than expensive high dense products such as Illamasqua.
TARGET MARKET
Rimmel have marketed their brand for teenagers and young adults based on the price and quality of the product. Their key target audience is for 16-35 year old females who regularly purchase and wear make-up although the age is lowering dramatically as young teens have started to also buy the products. By aiming the products at this age range, the designers don’t have to consider such things as anti-ageing creams making it more simple and cheaper to design and make the products.
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