L1S21BBAM0081

SHEEZA AHSAAN
Question 1: Choose any product or service that you have experienced and are satisfied
with. Based on the class discussion, how has your favorite product/service applied the
concept of "Holistic Marketing". Keeping in mind the four dimensions of Holistic
Marketing, explain in detail. (10 Marks)

Introduction
Fenty Beauty is a cosmetics brand launched in 2017 by the famous musician and entrepreneur
Rihanna. The brand was established to provide inclusive makeup products for all skin tones and
types. Fenty Beauty is known for its high-quality products that cater to a wide range of skin tones
and styles, making it a favorite of many makeup enthusiasts.
Holistic Marketing
Holistic marketing is a marketing approach that considers the whole business and its
environment rather than focusing on individual aspects. It involves integrating all aspects of
marketing, including internal marketing, performance marketing, integrated marketing, and
relationship marketing. Holistic marketing aims to create a seamless and consistent customer and
stakeholder experience.
Four dimensions of Holistic Marketing of Fenty Beauty

Internal marketing
This dimension involves creating a culture of customer orientation within the organization. It
includes training employees to understand and deliver on the brand promise and providing the
necessary tools and resources.
Fenty Beauty has a strong culture of customer orientation within the organization. The brand's
mission is to provide inclusive makeup products that cater to all skin tones and types, and
employees are trained to deliver on that promise. Fenty Beauty also provides its employees with
the tools and resources to deliver on the brand promise, such as training to match the foundation
to different skin tones.
The brand also emphasizes the importance of diversity and inclusion within its organization.
Fenty Beauty's employees come from diverse backgrounds, and the brand actively seeks to hire
and promote employees from underrepresented communities. By creating a culture of inclusion
and diversity within the organization, Fenty Beauty is able to better understand and meet the
needs of its diverse customer base.

Performance marketing
This dimension involves measuring and optimizing marketing performance across all channels.
It includes using data and analytics to track the effectiveness of marketing campaigns and
making data-driven decisions to optimize them.
Fenty Beauty uses data and analytics to measure and optimize marketing performance across all
channels. The brand is known for its innovative and data-driven marketing campaigns, such as its
use of social media influencers and user-generated content to drive engagement and sales. Fenty
Beauty has also leveraged data to identify new product opportunities and trends. For example,
the brand launched a range of bronzers in response to customer demand for more inclusive and
diverse shade ranges.Fenty Beauty also uses performance marketing to measure the impact of its
marketing campaigns on sales and revenue. The brand tracks critical metrics such as website
traffic, conversion rates, and customer lifetime value to determine the effectiveness of its
marketing efforts. Using data to inform its marketing decisions, Fenty Beauty can optimize its
campaigns and drive better results.

Integrated marketing
This dimension involves coordinating all distribution and communication channels to deliver a
consistent brand message. It includes ensuring that all marketing efforts are aligned and working
together to create a seamless customer experience.
Fenty Beauty coordinates all channels of distribution and communication to deliver a consistent
brand message. The brand's marketing efforts are aligned across all channels, including social
media, influencer partnerships, and in-store displays, to create a seamless customer experience.
Fenty Beauty's integrated marketing strategy includes partnerships with other brands and
retailers. For example, the brand has collaborated with Sephora and Boots to launch pop-up
shops and exclusive product ranges. By partnering with different brands and retailers, Fenty
Beauty can reach new audiences and expand its customer base.

Relationship marketing
This dimension involves building long-term relationships with customers and other
stakeholders. It includes understanding their needs and preferences and providing personalized
experiences that meet those needs.
Fenty Beauty builds long-term relationships with customers and stakeholders by understanding
their needs and preferences. The brand's inclusive approach to makeup has resonated with
customers who feel seen and represented by the brand. Fenty Beauty also provides personalized
experiences for customers, such as its Shade Finder tool, which helps customers find the perfect
shade of foundation for their skin tone. The brand also encourages user-generated content and
engages with customers on social media to build relationships and foster community.
In addition to building customer relationships, Fenty Beauty prioritizes relationships with other
stakeholders, such as employees and suppliers. The brand's internal marketing strategies focus on
employee training and development, which helps ensure that employees can deliver high-quality
customer experiences. Fenty Beauty also works closely with suppliers to ensure its products are
ethically and sustainably sourced.
By building long-term relationships with customers and other stakeholders, Fenty Beauty can
create a strong brand identity and foster brand loyalty. These relationships also help to drive
sales and revenue growth, as loyal customers are more likely to make repeat purchases and
recommend the brand to others.
Regarding customer acquisition, Fenty Beauty has leveraged social media and influencer
marketing to reach new audiences and drive sales. The brand's partnerships with social media
influencers have been particularly effective, with influencers promoting its products to their
followers and driving traffic to Fenty Beauty's website. For customer retention, Fenty Beauty
provides high-quality products and personalized experiences. The brand offers a loyalty program
that rewards customers for their purchases and provides free shipping and samples with every
order. By delivering customized experiences and incentives for repeat purchases, Fenty Beauty
can build long-term relationships with customers and foster brand loyalty.

Conclusion
In conclusion, Fenty Beauty is an excellent example of a brand that has successfully applied the
holistic marketing concept. The brand's inclusive approach to makeup has resonated with
customers, and its marketing efforts are aligned across all channels to create a seamless customer
experience.Fenty Beauty's internal marketing strategies prioritize employee training and
development, which helps ensure that employees can deliver high-quality customer experiences.
The brand's performance marketing efforts are data-driven, allowing Fenty Beauty to optimize its
campaigns and measure the impact of its marketing efforts on sales and revenue.
Integrated and relationship marketing are also crucial components of Fenty Beauty's marketing
strategy. By coordinating all distribution and communication channels and building long-term
relationships with customers and other stakeholders, Fenty Beauty can provide personalized
experiences and foster brand loyalty.
Overall, Fenty Beauty's holistic marketing approach has significantly contributed to the brand's
success. By prioritizing the four dimensions of holistic marketing, Fenty Beauty has created a
strong brand identity, built long-term relationships with customers, and driven sales and revenue
growth.

Question 2: STP (segmentation, target market and positioning) are said to be the core
marketing concepts. Which organization in your opinion has done a brilliant job in
applying and executing these concepts. How did they do it? Please explain. (10 Marks)

STP is a fundamental marketing concept for Segmentation, Targeting, and Positioning. It is a

strategic approach organizations use to identify and analyze the different groups of customers or
market segments, choose the specific market segment to target, and create a unique positioning
strategy to differentiate their products or services from the competition.
Segmentation: It is the process of dividing the market into smaller groups or segments based on
common characteristics such as demographic, geographic, psychographic, and behavioral
factors.

Targeting: After the market is segmented, the next step is to choose the specific segment(s) to
target. This involves evaluating the attractiveness of each segment and selecting the one(s) that
align with the organization's goals, resources, and capabilities.

Positioning: Positioning creates a unique image or perception of the product or service in the

customer's mind. It involves identifying the key benefits or attributes that differentiate the
product or service from competitors and compellingly communicating them to the target market.

Fenty Beauty is a cosmetics brand founded by Rihanna in 2017. The brand has received critical
acclaim for its focus on inclusivity and diversity. Fenty Beauty has done an excellent job of
implementing STP to achieve its success.

Market Segmentation of Fenty Beauty

Demographic Segmentation
Demographic segmentation is a type of market segmentation that divides the market based on
demographic factors such as age, gender, income, education level, occupation, and family status.
Demographic segmentation is widely used in the beauty industry, as different age groups and
genders have different beauty needs and preferences. Fenty Beauty is a brand that has
successfully implemented demographic segmentation to cater to a diverse range of customers.
Age
Fenty Beauty targets women of all ages. The brand offers makeup products that cater to different
age groups, from teenagers to mature women. For instance, Fenty Beauty's Pro Filt'r Soft Matte
Longwear Foundation comes in 50 shades, catering to various skin tones and ages. The brand's
advertising campaigns also feature models of different ages to appeal to a broader audience.
Gender
Fenty Beauty targets women of all races and skin tones. The brand's focus on inclusivity and
diversity has significantly influenced its success. Fenty Beauty's advertising campaigns feature
models of different races and skin tones to celebrate diversity and inclusivity. The brand also
offers a range of makeup products that cater to different skin tones, which is its unique selling
proposition.
Income
Fenty Beauty is a premium makeup brand that targets customers willing to pay a premium price
for high-quality makeup products. The brand's makeup products are priced higher than the
average drugstore makeup products, making it a luxury brand. The brand's focus on inclusivity
and diversity has remained the same premium pricing strategy, as customers are willing to pay a
premium price for makeup products that cater to their unique needs.
Education level
Fenty Beauty does not target customers based on their education level. However, the brand's
focus on inclusivity and diversity has significantly affected its success. The brand's advertising
campaigns feature models of different races and skin tones, which has helped the brand appeal to
a broad range of customers.
Occupation
Fenty Beauty does not target customers based on their occupations. However, the brand's focus
on inclusivity and diversity has helped it appeal to customers from different professions. For
instance, the brand's Pro Filt'r Soft Matte Longwear Foundation is popular among professionals
needing long-lasting makeup products to withstand busy schedules.
Family status
Fenty Beauty does not target customers based on their family status. However, the brand's focus
on inclusivity and diversity has helped it appeal to customers from different family backgrounds.
The brand's makeup products cater to different skin tones, which is its unique selling proposition.
This has helped the brand appeal to customers from other races and ethnicities.
In conclusion, Fenty Beauty has successfully implemented demographic segmentation to cater to
diverse customers. The brand targets women of all ages, races, and skin tones willing to pay a
premium price for high-quality makeup products that cater to their unique needs. Fenty Beauty's
focus on inclusivity and diversity has been a significant factor in its success, as it has helped the
brand appeal to a broad range of customers. Overall, Fenty Beauty's demographic segmentation
strategy has helped the brand achieve its mission of creating makeup products that celebrate
individuality, diversity, and inclusivity.
Geographic Segmentation
Geographic segmentation is a type of market segmentation that divides the market based on
geographic factors such as location, region, climate, and population density. Fenty Beauty is a
global brand that caters to customers from different regions and locations. The brand has
successfully implemented geographic segmentation to cater to the unique needs of customers
from different regions.
Location
Fenty Beauty caters to customers from different locations around the world. The brand has a
strong online presence, which enables it to reach customers from different parts of the world.
The brand also has physical stores in different locations, such as the United States, Canada, and
Europe. Fenty Beauty's physical stores are strategically located in high-traffic areas, such as
malls and shopping centers, to make it easier for customers to access their products.
Region
Fenty Beauty caters to customers from different regions around the world. The brand's makeup
products are designed to cater to different skin tones and textures, which is its unique selling
proposition. The brand's Pro Filt'r Soft Matte Longwear Foundation, for instance, comes in 50
different shades, catering to a wide range of skin tones from different regions. Fenty Beauty's
advertising campaigns also feature models of different races and skin tones to celebrate diversity
and inclusivity.
Climate
Fenty Beauty offers makeup products that cater to different climate conditions. The brand's
makeup products are designed to withstand different climate conditions, such as humidity and
heat. For instance, the brand's Pro Filt'r Soft Matte Longwear Foundation is designed to
withstand heat and humidity, making it an ideal makeup product for customers who live in hot
and humid regions.
Population density
Fenty Beauty caters to customers from different population densities. The brand's focus on
inclusivity and diversity has helped it appeal to customers from different ethnic backgrounds,
religions, and cultures. The brand's advertising campaigns feature models of different races and
skin tones, which has helped the brand appeal to a broad range of customers from different
population densities.
In conclusion, Fenty Beauty has successfully implemented geographic segmentation to cater to
customers from different regions and locations around the world. The brand offers makeup
products that cater to different skin tones, textures, and climate conditions, making it an ideal
choice for customers from different regions. Fenty Beauty's focus on inclusivity and diversity
has been a significant factor in its success, as it has helped the brand appeal to a broad range of
customers from different ethnic backgrounds, religions, and cultures. Overall, Fenty Beauty's
geographic segmentation strategy has helped the brand achieve its mission of creating makeup
products that celebrate individuality, diversity, and inclusivity.

Psychographic Segmentation

Psychographic segmentation is a type of market segmentation that divides the market based on
customers' attitudes, interests, values, and lifestyles. Fenty Beauty is a brand that appeals to
customers who value inclusivity, diversity, and individuality. The brand has successfully
implemented psychographic segmentation to cater to the unique needs and preferences of its
customers.
Attitudes:
Fenty Beauty appeals to customers who have a positive attitude towards inclusivity and diversity.
The brand's advertising campaigns feature models of different races, skin tones, and body types,
which has helped the brand appeal to customers who value representation and inclusivity. The
brand's founder, Rihanna, has also been vocal about her commitment to creating makeup
products that cater to a diverse range of customers, which has further strengthened the brand's
appeal to customers with positive attitudes towards inclusivity and diversity.
Interests:
Fenty Beauty appeals to customers who have a keen interest in makeup and beauty products. The
brand's products are designed to cater to different skin types, textures, and tones, making them an
ideal choice for customers who are interested in exploring different makeup looks and styles.
The brand's advertising campaigns also feature makeup tutorials and tips, which has helped the
brand appeal to customers who are interested in learning more about makeup application and
techniques.
Values:
Fenty Beauty appeals to customers who value individuality and self-expression. The brand's
makeup products are designed to enhance customers' natural features, rather than conforming to
a specific beauty standard. The brand's advertising campaigns feature models with unique
features, such as freckles and birthmarks, which has helped the brand appeal to customers who
value individuality and self-expression. Fenty Beauty's commitment to inclusivity and diversity
has also helped the brand appeal to customers who value these values.
Lifestyles:
Fenty Beauty appeals to customers with a diverse range of lifestyles. The brand's makeup
products are designed to cater to different lifestyles, from everyday wear to special occasions.
The brand's Pro Filt'r Soft Matte Longwear Foundation, for instance, is designed to last for up to
12 hours, making it an ideal choice for customers with busy lifestyles. The brand's makeup
products are also designed to be easy to apply and maintain, making them an ideal choice for
customers with a hectic lifestyle.
In conclusion, Fenty Beauty has successfully implemented psychographic segmentation to cater
to customers with different attitudes, interests, values, and lifestyles. The brand's focus on
inclusivity, diversity, and individuality has helped it appeal to customers who share these values.
The brand's makeup products are designed to cater to different skin types, textures, and tones,
making them an ideal choice for customers who are interested in exploring different makeup
looks and styles. Fenty Beauty's advertising campaigns feature makeup tutorials and tips, which
has helped the brand appeal to customers who are interested in learning more about makeup
application and techniques. Overall, Fenty Beauty's psychographic segmentation strategy has
helped the brand achieve its mission of creating makeup products that celebrate individuality,
diversity, and inclusivity.

Behavioral Segmentation

Fenty Beauty has successfully implemented a behavioral segmentation strategy that caters to the
unique needs and preferences of its customers. Here are some of the things that Fenty Beauty
does to implement behavioral segmentation:
Focus on High-Quality Products:
Fenty Beauty's products are known for their high-quality ingredients and performance. The brand
focuses on creating makeup products that are long-wearing, easy to maintain, and offer superior
coverage and color payoff. This strategy appeals to customers who are willing to invest in high-
quality makeup products that deliver on their promises.
Inclusivity and Diversity:
Fenty Beauty's focus on inclusivity and diversity has helped the brand appeal to customers who
value these ideals. The brand's products are designed to cater to a diverse range of skin tones and
textures, which is a significant departure from the traditional beauty industry's focus on a narrow
range of skin tones. This strategy has helped the brand build a loyal customer base of customers
who appreciate the brand's commitment to celebrating individuality and diversity.
Celebrity Endorsements and Social Media:
Fenty Beauty has leveraged celebrity endorsements and social media to reach out to customers
who are influenced by these factors. The brand's founder, Rihanna, is a popular celebrity and
influencer who has helped promote the brand on social media platforms such as Instagram and
Twitter. This strategy has helped the brand appeal to customers who follow celebrities and
influencers for makeup and beauty inspiration.
Product Range and Different Usage Patterns:
Fenty Beauty's product range caters to different usage patterns, from everyday wear to special
occasions. The brand's products are designed to be versatile and easy to use, making them an
ideal choice for customers who want to experiment with different makeup looks. This strategy
has helped the brand appeal to customers who use makeup as a form of self-expression and
creativity.
Repeat Purchases and Brand Loyalty:
Fenty Beauty has built a loyal customer base of customers who appreciate the brand's
commitment to inclusivity, diversity, and high-quality products. The brand's products are
designed to be long-wearing and easy to maintain, making them an ideal choice for customers
who want products that offer value for money. Fenty Beauty also offers a rewards program for
repeat purchases, which helps incentivize customers to purchase products from the brand.
In conclusion, Fenty Beauty's behavioral segmentation strategy has helped the brand appeal to
customers with different needs and preferences. The brand's focus on high-quality products,
inclusivity, diversity, and individuality has helped it build a loyal customer base of customers
who appreciate these values. Fenty Beauty's product range caters to different usage patterns,
making them an ideal choice for customers who use makeup as a form of self-expression and
creativity. The brand's celebrity endorsements and social media presence have helped it reach out
to customers who are influenced by these factors. Finally, Fenty Beauty's rewards program for
repeat purchases has helped incentivize customers to purchase products from the brand, further
strengthening the brand's appeal to its loyal customer base. Overall, Fenty Beauty's behavioral
segmentation strategy has been successful in helping the brand achieve its mission of creating
makeup products that celebrate inclusivity, diversity, and individuality.
Positioning Statement for Fenty Beauty:
Fenty Beauty is a cosmetics brand that offers a wide range of makeup products for women of all
ages, races, and skin types. We celebrate individuality, diversity, and inclusivity by providing
makeup products that cater to different skin tones. Our unique selling point is our commitment to
offering cruelty-free, high-quality makeup products that deliver exceptional results.
Fenty Beauty is a makeup brand that celebrates inclusivity, diversity, and individuality. Our
products are designed to cater to a wide range of skin tones and textures, making them an ideal
choice for customers who value high-quality makeup products that deliver on their promises. We
offer a versatile range of makeup products that can be used for everyday wear or special
occasions, making them an ideal choice for customers who use makeup as a form of self-
expression and creativity. Fenty Beauty is the go-to brand for customers who want makeup
products that celebrate their individuality and help them look and feel their best.
Target Market of Fenty Beauty:

Fenty Beauty's target market is diverse and inclusive, reflecting the brand's commitment to
celebrating individuality and diversity. The brand's products are designed to cater to a wide range
of skin tones and textures, making them an ideal choice for customers who have been
traditionally underserved by the beauty industry. Fenty Beauty's target market can be segmented
into the following groups:
Women of Color:
Fenty Beauty's products are designed to cater to women of color, who have historically been
underserved by the beauty industry. The brand's focus on inclusivity and diversity has helped it
build a loyal customer base of women of color who appreciate the brand's commitment to
celebrating their individuality.
Millennials and Gen Z:
Fenty Beauty's focus on social media and celebrity endorsements has helped it appeal to
millennials and Gen Z customers who are influenced by these factors. The brand's products are
designed to cater to the unique needs and preferences of these customers, who value high-quality
makeup products that are versatile and easy to use.
Makeup Enthusiasts:
Fenty Beauty's product range caters to makeup enthusiasts who use makeup as a form of self-
expression and creativity. The brand's products are designed to be versatile and easy to use,
making them an ideal choice for customers who want to experiment with different makeup looks.
Conscious Consumers:
Fenty Beauty's commitment to inclusivity, diversity, and sustainability has helped it appeal to
conscious consumers who value these ideals. The brand's products are designed to be cruelty-free
and vegan, making them an ideal choice for customers who want makeup products that align
with their values.
In conclusion, Fenty Beauty's target market reflects the brand's commitment to inclusivity,
diversity, and individuality. The brand's products are designed to cater to a wide range of
customers, from women of color to millennials and Gen Z, makeup enthusiasts, and conscious
consumers. Fenty Beauty's success in targeting these segments can be attributed to its focus on
high-quality products, inclusivity, diversity, and sustainability, as well as its use of celebrity
endorsements and social media to reach out to customers who are influenced by these factors.
Overall, Fenty Beauty's STP strategy has been successful in helping the brand achieve its
mission of creating makeup products that celebrate inclusivity, diversity, and individuality.

Conclusion
In conclusion, Fenty Beauty has done an outstanding job in applying and executing the STP
(Segmentation, Target Market, and Positioning) concept. They have effectively segmented their
market based on geographic, demographic, psychographic, and behavioral factors to reach their
target audience successfully. By creating a unique and inclusive product line, they have
positioned themselves as a brand that celebrates diversity and empowers women of all skin
tones. Their positioning statement emphasizes their commitment to offering high-quality beauty
products for all women, regardless of their skin tone, and sets them apart from their competitors.
Fenty Beauty's target market is primarily women between the ages of 18-35 who are interested in
cosmetics and are looking for products that cater to their specific skin tone and type. Overall,
Fenty Beauty's success lies in their ability to create a unique and inclusive brand that appeals to a
broad audience, while also being committed to providing high-quality, innovative products that
meet the needs of their customers.