Rimmel Is a Cosmetics Company

Rimmel is a cosmetics company based in London that markets around the world. The company operates as a mainstream player, leaning towards cost leadership in that category. Rimmel's marketing emphasizes its London roots, playing on that city's reputation for fashion. This is exemplified in Rimmel's slogan "the London look." The current distribution network utilizes local distributors, who place the products in department stores and other outlets. The sales force at Rimmel is largely focused on building relationships with retailers and distributors.

Rimmel organizes its sales force by market, as each local market has its own unique characteristics. Although Rimmel has a number of different products, the company's products are often complementary to one another, which emphasizes the need for a geography-based sales force rather than a product-based one. The sales force is motivated by its salary and its bonus structure. The sales force is largely driven to produce high volumes, as those are typically responsible for profit at the company.

The morale of the sales force is moderate as a result; they are not at the high end of the industry but are generally successful. The sales force earns incentives on the basis of the sales they generate and the accounts that they sign up. Each new account is typically worth a certain amount of money, so that is used to calculate the sales reps' performance bonus. The sales force typically receives extensive training in two areas, product and distribution.

The sales reps must be able to communicate effectively about the product with retailers, so that the retailer will take Rimmel as a supplier; in addition the sales rep must understand how the local distribution channel functions in order to bring the product to the stores. It does not appear that the sales force has sufficient incentives. Overall, the sales force is only moderately motivated, and perhaps needs additional incentive to market the line.

In many foreign countries, Rimmel has a slightly different position in the market compared with local products, and the sales force should receive additional, country-specific training in order to overcome this knowledge gap. The advertising message is focused on the London connection. This message is somewhat effective, particularly when paired with a top end celebrity endorser like Kate Moss. Many different forms of media are used, with an emphasis on print. A greater emphasis on Internet-based marketing might be effective given the young demographic that Rimmel courts.

The copy is only somewhat effective, because it relies on London's reputation as much as it does on Rimmel's. It is recommended that the advertising, while retaining the London theme, place more emphasis specifically on Rimmel product quality and pedigree. There is little information available about Rimmel's public relations programs. The company does attempt to garner positive PR, but appears to be more focused on advertising. There is also limited information available.