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.