Nicole Ann M.

Cardenas
BSBA 3-N
STRATEGIC MANAGEMENT
Assignment 1: Choose Your Weapon!

Careline Cosmetics
“WE are Careline, and we are better than basic”

Company Overview

 Careline Cosmetics, a brand of cosmetics created in 2005 with the young Filipina in mind,
incorporates affordable yet high-quality products. Careline Cosmetics offers a sizable
attractiveness variety that inspires young people to experiment, be playful, and have fun
with makeup!

Key Offerings

 Additionally, they have a wide variety of items available, including lipstick and blush as
well as eyeshadow palettes. You may create a variety of looks with each one considering
they all come in neutral hues that are simple to work with. Their eyeliner, which offers a
high color payoff, is actually their most well-known item. Likewise it is waterproof and
durable! Vitamin E, which helps hydrate skin and provides Careline girls a natural
appearance, is added to the products that Careline offers. It is undoubtedly a stress reliever
for every teenager to use makeup products that are formulated with an Oil Control Formula
to eliminate excess oil from the face. Some of the teenage skin issues that Careline has
helped with include pimples, acne, dark spots, and blemishes.

Global Presence

 Products’ from Careline Cosmetics are able to be available anywhere. Japan, the Middle
East, Australia, New Zealand, the US, the EU, and other regions are the most significant
markets.
Expansion and Acquisitions

 The strength of Careline Cosmetics comes from its broad distribution, strong marketing,
aggressive price policy, and large selection of products that appeal to women of all ages.
CareLine Cosmetics, Inc., the top regional manufacturer of cosmetics in the Philippines.
Under Ever Bilena, the company that each and every Filipina loves and has grown up with.
Ever Bilena has been committed to bringing out the beauty in every Filipina, both
domestically and internationally, for 37 years and offers a comprehensive selection of
goods of the highest quality worldwide.

Cultural Relevance and Brand Loyalty

 This list wouldn’t be complete without Careline, one of the original local makeup
companies. They are renowned for producing great cosmetics at an affordable price that
appeals to young Filipino women. They were probably among the first brands you ever
purchased when you first started using cosmetics.

Strategic Adaptation

 A company that values diversity and gender equality will assist you in finding your own
distinctive style while staying on-trend, cool, and offering high-quality products at very
reasonable prices.

Challenges And Innovation

 Many worldwide makeup brands began to swarm to the Philippines to provide their
products as a result of the changing requirements of Filipinas, particularly when it comes
to cosmetics. Careline Cosmetics, a locally produced brand, continues to be the most
accessible to every Filipino household. Due to their advantages in producing Careline
cosmetics, doing research and development, producing goods of high quality, having a
well-known brand, and having established distribution routes

Social Responsibility

 Careline Cosmetics, a division of Ever Bilena, provides its employees with free skincare
items to resell for a profit in addition to donating ₱2 million to the victims of the Tacloban
earthquake and supporting sports and lupus sufferers.
Future Outlook

 Giving the right clients the right products at the right time at the right price. Guaranteeing
the satisfaction of each and every customer.. Expanding reach and providing accessibility
across all distribution channels. Keeping up and growing our consumer brand franchise.
Maintaining improvements in systems, people, and processes.

Strategic Management

 The founder of Careline Cosmetics. With the help of his expertise, drive to achieve, and
guidance from businessmen like Henry Sy and John Gokongwei, Dioceldo also founded
Ever Bilena Cosmetics, Inc. over the course of several years. What initially began as a nail
polish line quickly evolved into a formidable cosmetics corporation, providing a full line
of color cosmetics, skin care, grooming, perfumes, and even home care goods.

Why is Careline Cosmetic is a good company to used for strategic marketing?

 These reasons can prove how Careline Cosmetics can prove their effective marketing
strategies:
1. Diverse Strategies Challenges
 Considering how Careline strategically competes with other foreign brands who
offer competitive strategies and innovative ideas. Careline Cosmetics uses
competitive strategies globally. They manufacture products based on customer
needs and satisfactions, which is why they’re now one of the most well-known
makeup brands in the Philippines.
2. Global Expansion Strategy
 Careline Cosmetics has grown to become one of the most popular companies
in our country and has effectively expanded its market to include around the
globe. It demonstrates their flexibility in attracting overseas clients. It
demonstrates how their advertising approach may trump cultural and local
needs.
3. Mergers and Acquisitions
  Careline’s smart acquisitions of other cosmetics businesses demonstrate their
ability to advance and succeed in branding. By carefully examining their
expenditures, students can learn how to create a variety of commodities.
4. Customer Centric-Approach
 The leading local maker of cosmetics in the Philippines is CareLine Cosmetics,
Inc. Every Filipina has grown up loving and working for Ever Bilena, the
company. For 37 years, Ever Bilena has dedicated itself to bringing out the
beauty in every Filipina, both domestically and abroad, and provides a wide
range of products of the best quality all over the world. Among these marketing
strategies can help students to learn on how to meet the needs of costumers.
5. Innovation and Menu Development.
 Careline Cosmetics emphasizes its original approach by fusing native Filipino
style with gorgeous makeup colors from around the world. Students are able to
understand how tactical creativity may culminate in an edge in competition by
investigating its selection of development and advancements.

6. Cultural Relevance and Branding

 Examining the vital role of promotion, cultural proof of identity, and
psychological marketing in strategic decision-making is made easier by
Careline’s deep cultural significance in the Philippines, ability to help young
Filipinos meet their needs, and capacity to create strong emotional bonds.

7. Competitive Responses
 Understanding Careline Cosmetics’ solutions to local and international
economic difficulties may allow a company comprehend more fully whether to
use strategy to maintain and grow its share of the market positioning in the
marketplace.
8. Ethical Consideration
 Discussing, examining the vital role of promotion, cultural proof of identity,
and psychological marketing in strategic decision-making is made easier by
Careline’s deep cultural significance in the Philippines, ability to help young
Filipinos meet their needs, and capacity to create strong emotional bonds.
9. Real-world Application
 Students can use the Careline scenario to bring abstract ideas to a practical
setting. They might assess the results by examining how the organization’s
objectives fit within frameworks of theory of these techniques.
10. Entrepreneurial Origins to Multinational Powerhouse
 The transformation of Careline from a nail polish product to a well-known
beauty brand around the world offers an in-depth examination of
entrepreneurial activity, growth, and tactical growth.
11. Interactive discussion
 Due to its innovative, competitive products that are still affordable and fit the
financial capacities of young Filipinas out there, Careline Cosmetics is an
excellent choice for strategic marketing it can helps the student to identify the
difference and variables of tactical skills in marketing.
 A corporation that encourages diversity and gender parity makes it easy to find
your own unique appearance while remaining trendy and in style. Anyone who
desires to express themselves is welcome. Delivering products that are stylish
and wearable while remaining reasonably priced is something Careline
Cosmetics takes great pride in. Careline is a fervent supporter of
multiculturalism and equal opportunity, and she enjoys celebrating
individuality. That can rationalize the importance of how it is important
marketing strategies globally and locally.