This 6 page paper takes a proposal for a new product, using the Clinique company as an example of the manufacturer, and examines how the culture, the industry and the law will affect its marketing. A decided focus is on environmental issues and how media and activists play a role in decision making at the company level. Bibliography lists 4 sources.
Name of Research Paper File: RT13_SA041cln.rtf
Buy This Research Paper »
Unformatted Sample Text from the Research Paper:
in the form of a moisturizer as winter winds can wreak havoc on otherwise soft skin. A new product that the company might introduce could be called Velvetor and it
would be a facial moisturizer in a medium sized, navy container. Cliniques Dramatically Different Moisturizing Lotion found in the yellow bottle is a nice contrast to this winter product dressed
in blue. The company reports that it sells the Dramatically Different lotion in the United States at the rate of about one every four seconds(Okun, 1996). If this new addition
is sold in the United States and Canada, it would have to abide by the laws of those states and also have to cope with activists in both nations. While
regulations are important, Clinique will also have to be cognizant of other aspects of the public environment as well as the macroenvironment.
II. The Public Environment
Government regulatory agencies in the United States and Canada, for the most part, are the Canadian Fragrance Materials Association (CFMA) in Canada and the Food and Drug Administration (FDA) in
the United States. In Canada, most manufacturers that use fragrances and scented products belong to national associations that establish a Code of Business Practice and coordinate the exchange of technical
and safety information in order to focus on quality ("Industry," 2000). The FDA embraces all articles--other than soaps--which are intended to be applied to the human body for a variety
of reasons (Bradbard, 1993). The FDA inspects and regulates cosmetics and warns consumers when appropriate. For example, in 1993, the FDA warned of the dangers of using aerosol
Back to Research Paper Results