Mistine The Number One Cosmetic in Thailand

1068 Words3 Pages

Mistine is still the number one cosmetic in Thailand and provides more than 6,000 products, which are divided into 5 groups (Mistine Cosmetics, n.d.). Mistine offers Body Care, Personal Care, Make Up, Fragrance, and Skin Care (Mistine Cosmetics, n.d.). All of their products are certified and produced through quality manufacturers (Mistine Cosmetics, n.d.). The distributor, Better Way Company, feels that because of its acceptance throughout the Thai market Mistine can become “number one in the heart of worldwide cosmetics users” (Mistine Cosmetics, n.d.). Better Way recently built a new “state-of –the-art” distribution center (Mistine Cosmetics, n.d.). It is being considered “one of the most advanced technological systems in South East Asia” (Mistine Cosmetics, n.d.).

Mistine’s strengths include its brand recognition in Thailand due to their advertising efforts (Ferrell & Hartline, 2011). The company also has strengths in the value of their products (Ferrell & Hartline, 2011). Not only that, consumers feel they are getting a quality product for the low price (Ferrell & Hartline, 2011). Even if the consumer is not satisfied, Mistine offers a satisfaction guarantee that would also be considered a strength in their customer relations (Ferrell & Hartline, 2011). The global economy downturn has also helped them, because the value of their products is more enticing to someone who is concerned about their personal finances (Ferrell & Hartline, 2011).

The major weakness of the company is its brand recognition throughout the rest of the world. Although there are attempts at expansion of the company worldwide, most of the Western nations have not been exposed to the brand (Ferrell & Hartline, 2011).

However, there are opportunities for...

... middle of paper ...

...ing in unique outcomes in different geographic areas” (Guo, 2013). Guo gives an example of Starbucks in China (2013). In China, Starbucks stores have incorporated Chinese cultural design elements despite the corporations branding is based on Americana (Guo, 2013).

References

Barry, J., & Weinstein, A. (2009). Business psychographics revisited: from segmentation theory to successful marketing practice. Journal Of Marketing Management, 25(3/4), 315-340.
Ferrell, O.C. & Hartline, M. (2011). Marketing Strategy. 5th edition. South-Western/Cengage Learning.
Guo, X. (2013). Living in a Global World: Influence of Consumer Global Orientation on Attitudes Toward Global Brands from Developed Versus Emerging Countries. Journal Of International Marketing, 21(1), 1-22. doi:10.1509/jim.12.0065
Mistine Cosmetics (n.d.). Retrieved from http://www.mistinecosmetics.com/index.php

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