A91030 Cosmetic Industry World

Scuola di Economia e Management
Syllabus
Academic Year 2017/18 First Semester

foto
Docente TitolareAlessandro Sinatra
E-mailasinatra@liuc.it
Office"Torre" (main tower), 7th floor
Phone0331 572202

Learning Objectives

At the end of the course the student will be able:

  1. to better understand the dynamic environment of  enterprises and associations connected to the Cosmetic System
  2. to deeply asses the marketing strategies related to the consumer behaviour in a competitive frame
  3. to apply theoretical tools to analyse the Cosmetic market
  4. to appreciate the relevance of issues discussed in the course in several Cosmetic Italian Industries, through direct participation of companies and entrepreneurs of the sector

Learning targets

At the end of the course the student will be able to:

-apply general models of analysis to a specific jndustrial sector

-to identify the key problems influencing the perforformacies of the companies in the sector

-to identify the integration roles among the different competencies 

-to evaluate the development strategies followed by a  single company

Course Content

The course presents the key factors of the Italian Cosmetic System, specifically looking to the strategies applied in firms of the sector. The course provides theoretical and methodological guidelines with the support of company presentations.

Course Delivery

The course is structured in three main parts. In the first one the importance of Cosmetic organization is introduced and argued with the support of entrepreneurs, understanding the roles of firms and the complexity among several players included the consumer behaviour. The second part of the course provide the tools to analyse and understand the market, in way to support strategies with product and marketing policies, as well as the distribution channel and the complexity of the sector. The third part will present the structure of Italian Cosmetic System but also will focus on the communication and the importance of individual in networks. During the entire course will be the presence of company presentations: representative from leading cosmetic industries will be invited to tell their experience and in some occasions it will be the possibility to visit directly some firms.

Course Evaluation

For students attending classes, the grade will be based on the average of grades obtained during the course. The grade will be based on written exams, class participation, quality of the contributions to the class discussions and work group presentations. In order to be considered “attending student” is required the 80% of presence in the classes of the course and the instructor evaluation of the single part. All other students should pass an oral exam. The program of the oral exam will be defined by the coordinator of the course.

Syllabus

Session 0
Hours of lesson: 0
Instructor:

Topics:

 

 

Session 1

Date: 16th October

Time: 14.00 – 17.00

Hours of lesson: 3

Topics

Cosmetica Italia and the University: introduction to the course

The cosmetic entrepreneurial system: strategies and structures of the company

 

Abstract

Illustration of the main characteristics of the cosmetic industry, its articulation in companies of different size, structure and business model.

 

Session 2

Date: 17th October

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Statistics of the Italian cosmetic system.

 

Abstract

Cosmetica Italia’s Statistics Department is the official source of market data that offers them in its main articulations of product - channel.

 

Session 3

Date: 23rd October

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

The latest cosmetic trends and the top innovative products.

 

Abstract

Mintel, the global authority in the analysis of the cosmetic market, will present the latest macro trends of the industry with a specific focus on the consumer expectations, products and innovations. The presentation will give insights on the most important trend with an overview of the top innovative products (claims, packaging and ingredients).

 

Session 4
Date: 24th October

Time: 13.00 – 18.00

Hours of lesson: 3

 

 

Topics

Luxury branding and innovation in beauty

 

Abstract

The seminar will discuss the pillars of luxury branding in the specific business of beauty: from the brand promise to the delivery in terms of product offer, distribution and communication. A special focus will be given to the concept of innovation in terms of product concepts and retail formats. The lecture will be supported by examples and best cases. 

 

Session 5

Date: 30th October
Time: 14.00 – 17.00

Hours of lesson: 3

 

Topics

The perfumery channel and luxury marketing conjugations: the L'Oréal Italia case.

 

 

 

Abstract

For more than a century L'Oréal has devoted itself to one and only sector: beauty. This is an extremely significant sector, as it allows each person to express his / her personality, to gain self-confidence and to open to others.

 

Session 6
Date: 31st October

Time: 13.00 – 18.00

Hours of lesson: 5

 

Topics

Firm Visit - FRAMESI S.P.A.

 

Abstract

Framesi is a SME company operating in the professional hairdressing channel, providing products to over 40 countries worldwide, with particular competitiveness in dying products. The plant is located in Paderno Dugnano (MI). Its president and owner is Fabio Franchina, past president of Cosmetica Italia and Cosmetics Europe.

 

Session 7
Date: 6th November

Time: 13.00 – 18.00

Hours of lesson: 5

 

Topics

Firm Visit – Pink Frogs

 

Abstract

Pink Frogs is a small contract manufacturer company, very open to innovation of the production and organization process and very keen to issues related to sustainability that it has successfully introduced in its plant.

 

Session 8
Date: 7th November

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Personal care products' dynamics in the Italian mass market

 

Abstract

• the Italian context

• the widespread dynamics of consumption

• the world of personal care: evolution and distribution characteristics

• competitive photography

• emerging trends

 

Session 9
Date: 13th November

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

An entrepreneurial multi and cross channel experience

 

Abstract

How to take advantage from and develop a multi channel distribution leveraging on the single channels' experiences with a cross distribution approach

 

Session 10
Date: 14th November

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Positioning and trade marketing of cosmetics in the herbalist channel: L'Erbolario case history

 

Abstract

L’Erbolario is an internationally renowned and recognised company, a leader in the Italian market in the industry of plant-derived cosmetics.

 

Session 11
Date: 20th November

Time: 13.00 – 18.00

Hours of lesson: 5

 

 

Topics

Firm Visit – Difa Cooper

 

Abstract

Difa Cooper is the Italian company, leader in dermatology, of the IFC Group, a private healthcare company with a strong vocation in dermatology.

 

Session 12
Date: 21st November

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Social profiling and brand journalism: new tools for marketing and digital communication

 

Abstract

Dal marketing alla comunicazione e ritorno, blogger, community, strumenti di interazione e analisi.

 

Session 13
Date: 27th November

Time: 14.00 – 17.00

Hours of lesson: 3

 

 

Topics

Digital Customer Journey and cosmetics industry: defining a strategic campaign starting from consumer needs and behaviors

 

Abstract

No industry has been immune to the seismic shifts caused by the growth of the digital landscape. The convergence between Digital and the Beauty Industry is changing it’s marketing patterns: brands no more talk at customers but do aim to talk to them.

 

 

Readings:


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