Ch. 7 - Business Marketing

G.M. COLLIN doesn't have any business product, all their products are for personal care. The company doesn't make any exchange of goods or services in their official website, but some retail store does that.  You can still shop their products online from some big skin care website, such as http://www.skin-one.com/gmcollin.html#, which is a big online skin care products shop website. They have a lot of products with different brand, it's just like a wholesale store.

I don't know if the website have a sell of products, as for me, I won't shop skin products online only if I have tried this product already. I usually go to a retail store to try products first, then I may wait to buy it until they have discount. 

As I told before, if you to join their company to become a retail store, you just open an account from 3000 dollars, and in the future, each order must over 500 dollars. They will provide an agreement when you open the account. Under my experience, they gave my spa trust, and they build a good relationship with us.

G.M. COLLIN wasn't a very large company, and their are also belong to a manufactory, so they are not like specific retail store, their business market will easier and simplify than retail stores.

Ch. 8 - Segmenting and Targeting Markets

G.M. COLLIN is a skin care company which produces skin care products and clinical treatment, the target market is the age from 15-60, but focus more on generation Y who can afford to buy and have products.There are a lot of skin care company in the market, it helps every company to define clients needs to be more specific; for example,G.M. COLLIN company divide product for men and women, and they have different mentions for skin, they are specific into body, lip, and eye treatments, etc.

However, personally, I think the G.M. COLLIN products has better result in Chinese skin, not American. Due to we have to use a couple of products for take care skin, usually most of middle class people can afford the price of a couple products. products also for different age user, as time goes by, people can buy products by their needs.

Every one have different skin, that's why not everyone can have a satisfy result by using these products. What I think is, this company has few very good and complete clinical treatments, they made more profits in this part than products. That is a reason that people love their treatment and to become regular clients.

As I wrote before, G.M. COLLIN, they do a great job at customer service, clinical treatments as well, a lot of clients become their regular clients. It makes company become more and more popular, stronger, persuasive. 

Ch. 11 - Developing and Managing Products

G.M. COLLIN company has a group of product line for skin care, they just made a new product for their company, not new to the world. It can define as extend product line. They also modified a product item which called visible lifting gel. I don't know did they discovered these two updated product, but as a manager of the retaile store, I did receive emails and mails that provided me a sample products and introduction of product.

As a company, when they create a new product, I think they had already done product analysis, product testing, or market testing, etc. As for me, I am the manager, I will try these two updated sample product first, then I decide whether order it or sell it. As a result, after I use the new product BB cream, it made my skin looks dark, my reaction was very clear, that was I don't like it. I threw it away, and I loss interest to  try another updated product.

New York is a diverse city, but I think most people would like to try new stuff, but once they get it, and if they don't feel well, 80% of people never come back. That's my experience of working at so many spas. However, product has its life cycle, I think it always depend on competition and its function, including skin care products. For example, people love Algo mask from G.M. COLLIN company, it deserve the reputation because it works so good. Sometimes, we will call it 911 mask.

Ch. 16 -Integrated Marketing Communications

As I told, G.M. COLLIN has promotion very single month for retailer, and retailer decide whether do same promotion for their clients. Due to G.M. COLLIN is the main manufacture, so they have right to do what kind of promotion, there is no communication during retailer and the company. Those retailer just order from the company by the phone, and they take responsibility to deliver products, that's the only communication. Promotion is a good way to draw client's attention, and give clients a chance to get to know products.

Under my personal experience, I am the manager of a spa located in SoHo area, I always chose to do some promotion with some specific websites. Before I start talk to website company manager, I need to decide what kind of promotion I need to do, otherwise, those manager will help you to finish this part. Then we talk, communicate, and we make a contract.  Promotion brings a lots of new clients, like AIDA concept, we draw clients interest through website with a low price, and when they buy it and come to enjoy the service, we got a chance to keep those clients coming back. However, there wasn't have a lot clients come back, because they can always buy a discounted price from those specific websites, same service but different place.

Ch. 10 - Product Concepts

G.M. COLLIN is a company who produces skin care products and clinical treatments for facials. They will always provide a book with all products and clinical treatments that include the concepts and basic ingredients, it's a easy that client can choose what they want.

The clinical treatments can definitely classify as business product, because the company sell treatments to spas, and then estheticians sell treatments to Clients.  It's a resell process. Due to the company produces skin care products, so they do have different product lines for specific skin to satisfy customers needs.  Moreover, the company also have travel product kit, it's very convenience for travel clients.

The company always trying to improve their products, so they will upgrade the ingredient of product every few years, and they also will have new products come out every few years. G.M. COLLIN is the brand name of their products, they do have logo and designs. Every single product has its name and different designs but under the brand name. They use this brand name and logo to trade and gain profits. The logo like a trade mark to persuade clients to buy products, because the company had good reviews over 50 years.

Ch. 18 - Sales Promotion and Personal Selling

G.M. COLLIN have sales promotion every month in their website, due to their company don't sell product online, then clients can buy promotional product through retail store  only if they follow the company's deal. Actually, it benefits retail store, because they can order promotional product, but still sell same regular price.

The company never have a coupon or reward for retail store or clients, but they do provide a lot sample products to give clients a free try, they also provide a lot product books with English and Chinese. Clients have decisions whether to buy product or not after they go over products reviews and results of samples.

As a result of the company don't sell product to clients directly, they will train every estheticians from retail store, they teach how to build relationship with client, how to sell products, and how to satisfy client's needs. Since estheticians can sell more products, the retail store will order more products, then they get profit.

The company also will follow up every retail store, they will call or email once a month to mention about monthly promotion and the situation of it. They will give the retail store some ideas if they are in a bad situation.


Current Promotion

Ch. 17 - Advertising and Public Relationsh

G.M. COLLIN always do advertising at magazines for specific products, this is a perfect advertise because it provide a visual guarantee for clients. They also have videos on YouTube that include facial treatments. However, the magazine is better way to convince clients prevalence rate of the product.

The company advertising appeal vanity and egotism, because skin care products will keep people younger and pretty, people buy products in order to maintain how pretty they are. Moreover, the advertise does not have any discount, only the descriptions of the product. The view of advertise provide a mood or image executional style, because the magazine image will let client imagine the beauty stuff which effects people's mood.

Since G.M. COLLIN company didn't products to common people directly, they teach estheticians how to educated clients to buy or use products. They teach estheticians how to have a good relationship with client who come into spa to do facials. Since estheticians sell more products, the spa or salon will order more products from their company. This a way to keep their business.

Ch.15 Retailing

G.M. COLLIN produce products and sell it to the retail stores which only include beauty salon and spa. They doesn't product their own website, but you still can find from other websites, such as, amazon, and eBay. However, they don't sell products to other websites, but those website are allow to purchase from somewhere and sell it.

Most of retail stores are not independent retailer, they don't have to have franchise, and don't operate chain store. The only thing is they buy products from the company, and sell it on their store. G.M. COLLIN company always sell product through telephone, which is called telemarketing, they do delivering after you ordered.

The company will have a promotion every month in order to attracting retail stores to concern and order. Moreover, retail store has rights to decide the price of products to sell. By the way, if you want to be a retail store, you have to open an 3000 or 5000 dollars account of their company. If you are first time open an account on their company, they will give you free product shelf, books, posters, etc. They also do a lot training for etheticians to teach them how to sell products. 

Retailer Visit

In any spa or beauty salon, ethetician is the main person who sell products, because they always analysis client's skin when they are doing a facial, so they are exactly know what kind of product is fit to client's skin. This is a key point that make a best result for clients, and when you chat with the client during you doing a facial, you can easily to know the client's needs, what do they expect,and prices they can accept.

Ch. 6 - Consumer Decision Making

This chapter describes about the importance of consumer decision making. In fact, from past till now probably in the future, the consumer decision making effecting the success of a company. Consumer used to compare or chose what they want before they did a purchase decision, however, the market is becoming more and more diverse till now, people have a lot choice before they make a purchase decision.


Due to the diverse market, consumer have choice to make a purchase decision. Some people prefer to use product samples from different company, and they don't buy it. The diverse market also effect the market of G.M. COLLIN company,because a lot customers do comparison and little research before they make a purchase decision.However, G.M. COLLIN company has little difference of other skin care company, they produce the clinical treatment for doing facials, therefore, etheticians become the most useful seller.

G.M. COLLIN doesn't sell their product directly through its own website, it means they only sell products to spas or salons, and those retail store will sell its products to customers. They provide nonmarketing-controlled information source which is a brief information of product and clinical treatment book for customers. 

There still have a lot factors affects consumer decision making, such as, level of consumer involvement, culture, value, lifestyle, etc. I have a example of culture factor, in New York, there are a lot Asia, those women love to go to beauty salon to take care of their skin, and they have concepts that they need to use product to take care of their skin. So if they have money in their hand, they will use these money to do it, but man never want to do a facial, because in their basic concept, they think there is no need to do facials. On the contrary, still in New York, Americans love make up a lot, but not really have concepts of skin care. However, some women and men both go to beauty salon to do facials or use products. As we see, the culture definitely affecting consumer decision making, and the success of a company.

Ch. 5 - Developing a Global Vision

G.M. COLLIN only develop their business on the United States and Canada. However, they don't have any industries in the United States, but Canada. Canada was the original market, so the head company was set up at there. They sell same products but using different price.

In my research, you couldn't find any information about their business in Canada from Google, because they don't have global marketing standardization. People always think the price of products from the original productions place is cheaper than import place, actually, the price of G.M. COLLIN  is totally contrary. Canada' products are more expensive than the United States'.

Through my forward research, I get to know market background between the United States and Canada. Few years ago, Canadian dollars had less value than the US dollars, G.M. COLLIN in order to get to global marketing standardization, they created different prices for same product between two marketing countries, which Canada's price is higher than US. Up to now, even Canadian dollars almost have same value as US dollars, they still keep the old prices. Therefore, the price of product in Canada is higher than US. 

As a result, Canada's company never have a better outstanding achievement than US, even US only import products.  

 

Ch. 4 - The Marketing Environment

G.M.COLLIN focus more on clinical treatment for facials, and they produce products in order to make convenience for home care for client. Today, more and more people are care about "beauty," and have enough concept for how to keep themselves beautiful, no matter women or man. They provide many kinds of products for any age of women or men, but specially on the generation Y. However, there is not every common people can afford to do facials or buy products because of its price. Even they are really want to maintain beauty.

Actually, compare to other company, G.M. COLLIN provides a fair price for those people who can earn 1000 dollars or less. The most important is the products of G.M. COLLIN are good and always benefit for people who use it. For example, I used to use G.M. COLLIN product, and do its clinical treatment, I think the result is excellent. I also did a lot clients, they also satisfied with that product and treatments. Therefore, people would like to cost money to buy their products or doing facials to take care of their skin.

In some big cities, such as New York, There is a group of people they love spas, facials, and they are like to pay certain amount of dollars to enjoy their break time. By the effect of economic crisis, a lot of people lost jobs, so they couldn't afford to get something what they want. As a result, the economic crisis effects the marketing environment for businesses.

Since women start to work, they have money in their Hand. In the marketing part, they create a lot opportunities to some company that they can make specific products for women. For example, G.M. COLLIN makes a lots products for women, they are focus more on the women than men.

In fact, there are a lot competitions in the skin care market.Every company has different marketing mix to catch clients. Some companies like Lancome, Clinique, and Estee Lauder, etc. They are famous skin care company and they have a big market in the worldwide.The difference is G.M. COLLIN is doing the clinical treatment at spas and they did make profits from here. However, they may still need to do more marketing mix based on current marketing environment.

Ch. 3 - Ethics & Social Responsibility

G.M. COLLIN has a great reputation and they always have a long-term partnership with their clients. They do what they promise to do, they never cheat client.They always provide a product ingredient book for client, so that every client can know what are they exactly use.  They do answer questions for client honestly.

 Under my experience, when my spa ordered product, they did delivery on time with all products. Moreover, if we have any problem, we can call the customer service, and they will provide many kind of  languages to directly help you. G.M. COLLIN solves clients problem based on their experience, and product ingredients information. If they couldn't answer your question, they would do more research to solve the problem, that's why I said they don't cheat client.

At my point of view, G.M. COLLIN does ethical behaviors on business, because they do have a good relationship with their clients. Otherwise, Ethical company will maintain their ethical behaviors in business, because they want to have a good reputation and looking for the long-term partnership.

Summarize Chapter 1 and Chapter 2 and Point of view

G.M. COLLIN had 56 years history of produced products for women and men's skin care. Today, they have a big market in the Canada and the United States. Furthermore, they have a big market at most of states in the United States.In fact, G.M. COLLIN focus on different race of people, for example, they do a lot marketing in Chinese area, or Korean area, etc. They do have a lot specific product for different kind of skin based on race, because people have different kind of common skin based on what kind of country where they are from.

G.M. COLLIN has a good reputation, because they do a lots of media marketing by famous magazines. Compare to other skin care company, the difference is they don't sell products on their's website or to common people.They only sell products to spa, or salon, and the store sells products to their's clients. Moreover, they always have a monthly promotion for clients.

I worked at few spas, and I am working at York Spa right now, which is located at SOHO, Manhattan, New York.They do have partnership with G.M. COLLIN, it means York Spa is one of client of G.M. COLLIN. I also used a lot G.M. COLLIN's product, and I do know them very well. Based on my experience, G.M. COLLIN provide different skin line's product for each specific skin, no matter what kind of skin you have, you can find one to fit you. Moreover, they have a organic line products for pregnant women. Therefore, I think the company do a good job for product parts.

The most important part is not how much promotion or media press they have, that is they do great training and  customer services for spa's etheticians. Also, they have a few days public training for etheticians for free of charge. As I know,they sometimes will teach the spa owner how to grow up business by using their's products. G.M. COLLIN also produces few clinical treatment which is great for spa customers. People love it so much.

Ch. 2 - Strategic Planning for Competitive Advantage

 Strong Marketing Strategy

G.M COLLIN continues to increase its exposure through on-going advertising and public relations initiatives on all key television networks and radio stations and in consumer magazine. The company also ensures that it has a strong presence at high-profile events, even providing treatments to celebrities at the 77th and 78th annual Academy Awards ceremonies.

Customer Support Strategy

G.M. Collin's commitment to helping spa owners/ aestheticians grow their businesses has led to the development of a number of value-added tools. G.M. Collin provides detailed literature, leaflets and technical documentation about clinical treatments and home care products and offers a range of service, including:

Training

Three type of training are available to clients, free of charge.

1.Primary technical product training
2.Customized technical training
3.Business/ Commercial training

Technical Assistance Strategy

G.M. Collin offers on-going technical assistance. Client simply dial a toll-free number and experienced aestheticians address their needs. This service is available during regular business hours, in a variety of language.

Management Strategy

To help owners better manage their G.M. Collin account, they created a password-protected and user-friendly internet management tool that allows access to the following information:

1. G.M. Collin personal account
To view and update personal and purchase information, invoice, account balance, prices and product.

2. Promotions
Current information on clinical care and home care product promotions, as well as new product launches and skin care advice.

3.Training
Updated schedules, descriptions and availability of training workshops, as well as how to reach them.

4.Customer Service
A complete overview of our customer service department and access to aestheticians who can answer all your questions.

G.M. COLLIN added benefits for customers

1.Available co-op advertising owner/employee incentive programs.
2.Delivery in less than 48 hours(free delivery based on minimum purchase
3.Brand labeled uniforms, towels and accessories available for aestheticians

History and Mission about G.M. COLLIN COMPANY

G.M. Collin dermo-corrective skin care line is developed and manufactured by Dermo-Cosmetik Laboratories in Montreal, Canada. Initially, the scientific team reformulated existing formulas to adapt them to the North American climate, and throughout the years, they have developed an array of new products derived from recent technologies.

 

 

History

G.M. Collin was founded in France in 1957 by a dermatologist who pioneered the use of collagen pellicles and a renowned experienced aesthetician.

Over the years, the company has become known for using the latest technology to develop innovative skin care products. Since the early 1990s, G.M. Collin has been developed and manufactured by Dermo-Cosmetik Laboratories, a Montreal-based company that has adapted the products, enhancing its dermo-corrective capacity to suit the North American climate and way of life.

Mission

G.M. Collin is dedicated to offering women and men of all ages an exclusive range of products, from superior clinical treatments to the highest quality demo-corrective home care. The goal, no matter what the product, is a more radiant, healthier, younger- looking skin.

Video about the History and Mission
G.M. COLLIN Discover