The Competitive Strategies on Romanian Cosmetic Market
The Competitive Strategies on Romanian Cosmetic Market

Summary/Abstract: The Romanian cosmetic and toiletries market has continued to grow in 2008. Romanians are adopting Western lifestyles and they have made it a greater priority to groom them properly in the past. Moreover, there is a large product range to choose from, making this market increasingly competitive. Over 90% of the Romanian cosmetics and toiletries market is concentrated in the hands of multinational companies, while a very few local manufacturers manage to survive in the fierce competition. The industry has become consolidated in recent years as many domestic players have gone out of business because of increasing pressure from multinationals. The paper aims to highlight the main strategies used in the past five years, both for multinationals and local manufacturer. We studied the competitive landscape on the important categories of cosmetics emphasizing the main strategies used by the leaders in that field and local companies. We focused on marketing strategies, especially product, price, distribution and advertising strategies. For reaching our objectives, we used secondary data obtained from Euromonitor Company databases. In order to stay in business, local producers have had to find niches in which multinational are not present and develop products for these specific consumer needs. However, a few successful local producers have a long-standing reputable brand in the country

• Details
• Contents