International marketing strategies and applications

International Marketing Rimmel

Rimmel London is a makeup company that operates worldwide. It is a division of Coty, Inc. And competes largely in the mainstream sector of the market, trading on a combination of low cost and decent quality. The company's customers are 20-35 years old, skewing younger to include teenagers as well. Rimmel uses celebrity endorsement to promote its products. It often produces its products in major markets, to meet local tastes. Rimmel competes against a variety of local and global makeup brands.

Current Distribution

Generally working through local distributors, Rimmel is available in hypermarkets, department stores and drug stores.

There is sometimes horizontal conflict, as these distributors can carry multiple makeup lines.

The channels are not long -- typically a single intermediary between the manufacturer and the retailer. Local intermediaries are often used, and may even be consulted in the product development phase. In major markets where Rimmel manufactures, it is more likely to control its own distribution.

Rimmel is distributed in most major markets worldwide, with a focus on Western markets like the UK, Germany, the U.S. And Australia; and eastern markets like China and Japan. The company also has a presence in Eastern Europe. This distribution is focused on cities and towns primarily, and within a given market there could be thousands of distribution points.

All of Rimmel's products are distributed in the same manner, and are considered by the company to be a complete line of complementary products.

The company is not presently seeking major expansion of distribution points, but is rather focused on organic growth within its current strong markets. However, there is little concrete information from the company with regards to the state of its expansion plans.

Rimmel is based in London, and trades heavily on the image of London as a fashion center. London-based models are typically used to promote the brand (Kate Moss, for example) and the company utilizes the tag "the London look" in some of its promotions.

The manufacturing location of its products is virtually irrelevant in the company's marketing, with the possible exception of using local production to avoid duties and tariffs. Assembly is also largely irrelevant -- Rimmel is strictly focused in its marketing messages with the London association.