We note, in passing, that it may seem odd for a technical book like this to begin with a chapter on the “marketing concept.” However, as we open the panorama of a very detailed description of the “ingredients” that lead to successful cosmetic and personal care products, we must first look at the real world where, inevitably, there’s both a marketing and technology push competing with the ever-expanding knowledgeable consumer pull for products that work.ġ.1.1 The Magic and Mythology of Marketingġ.1.3 Assessing the Marketing Environmentġ.1.5 Development, Prototypes, Testing, and Commercializationġ.1.1 THE MAGIC AND MYTHOLOGY OF MARKETING It is intended as a guide to the reasoning behind why marketers do what they do. This chapter explores the methods to the “perceived madness” that often vexes even the most experienced product-development professional. The vast majority of new products fail, and so the marketer, at the very least, must ensure that the product looks, feels, smells, and works optimally while also generating the right combination of additional marketing-mix decisions. Thus, underlying consumer needs and the creativity of ingredient innovators, along with pricing, distribution, regulatory issues, and the promotion of products, is a phenomenon known as the marketing concept.
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Ultimately, the marketer is the individual responsible for what will and what will not generate revenue for the organization. Innovation and R&D are very important, especially in the area of cosmetics and personal products. In today’s hypercompetitive, globalized marketplace, product development is largely a function of assessing market needs and delivering goods and services to meet those needs. Marketing is much more than most people think, and much more than just a great story.
Skepticism aside, it’s important to understand that marketing is not merely advertising or selling, but the execution of a carefully planned strategy.
Sometimes it’s a good thing, since marketing is what drives revenue for the organization.
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