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.