MARKETING "MADONNA" BRAND PERFUME IN BRAZIL

This research is a feasibility assessment for the marketing of "Madonna" brand perfume in Brazil. The findings of this assessment are presented in the contexts of (1) product information, (2) socio-cultural conditions in Brazil, (3) political and economic conditions in Brazil, and (4) a proposed international marketing plan for the introduction of "Madonna" brand perfume into the Brazilian market.

"Madonna" brand perfume is one of a number of cosmetic fragrances developed and marketed for celebrities--in this instance, rock video star Madonna Ciccone (Cocks, 1990, pp. 74-75). "Madonna" brand perfume is produced in the United States.

The history of the cosmetics industry can be traced to some of the very earliest days of civilization. It was in the last-half of the nineteenth century, however, when toiletries and cosmetics began to be produced and marketed on a mass scale, as opposed to being concocted in essentially local establishments.

Industry sales in the United States in 1994 were $16.6 billion, which reflected a 9.6 percent increase over the prior year (Royce, 1995, p. 815). From 1991 through 1994, industry sales grew by 34.5 percent.

Cosmetics are, by and large, discretionary products. Thus, retail sales are heavily influenced by both advertising and new product introductions (Standard & Poor's, 1993, pp. H37-H43). Product differentiation through advert

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blems (Sola, 1993, p. 40). These plans and actions have ranged from the theoretically complex Crusado Plans to the strikingly simple approach of suspending payments on external debts. In the past, Brazil has been the most ardent defender of developmental economics. High inflation and large governmental budget deficits (as a proportion of GNP) have long characterized the Brazilian economy. High rates of development, and, within development, high rates of growth, however, have also characterized the Brazilian economy. Although Brazil's government may appear somewhat radical to some observers in the first world, it is actually much more conservative than could have been expected. When Brazil held free elections in the mid-1980s to return the country to civilian democratic rule, Tancredo Neves, leader of the Democratic Movement of Brazil Party (PMBD) won the presidency. Neves was a true radical socialist in the American connotation of the word. He had recruited the conservative Sarney as a vice presidential candidate to balance his ticket. Remarkably, on the eve of his inauguration, Neves suffered a heart attack from which he never recovered, and he never became president (Pang, p. 131). Rather, Sarney was inaugurated as pre
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Some common words found in the essay are:
Plan Image, Price Pricing, President Sarney's, Brazil Brazil, North America, Party PMBD, Lourdes Sola, H37-H43 Madonna, Crusado Plans, Ciccone Cocks, madonna brand, brand perfume, madonna brand perfume, external debt, celebrity fragrances, life cycle, standard poor's, product life cycle, madonna ciccone, conditions brazil, target market, product life, standard poor's 1993, 1993 pp h37-h43, stage product life,
Approximate Word count = 3625
Approximate Pages = 15 (250 words per page)