Blue Ocean Strategy

Abstract

This research paper is about the blue ocean strategy for Kyla Beauty company. A comparison has been made of maybelline company. This paper relates how Kyla Beauty attract more customers with their product using this strategy.

Introduction

There are six principles of blue ocean strategy, for formulation principles, the first is reach beyond existing, second reconstruct market bounndaries, third is focus on the big picture, not the numbers, get the strategic sequence right and the execution principles is overcome key organizational hurdles and build execution into strategy.

Kyla cosmetics is a brand new and it is a brand that manufactures a wide range of cosmetic that works with the according to the trend in this era now.

For the second factor is quality product kyla beauty produces a better quality product than the product maybelline, For packaging for both product will be more equal in terms of size but kyla beauty will issue a package more environmentally friendly and safe to use. For product range, kyla beauty will issue products with various range, examples of product 3 in 1. Next factor is target customer, company kyla beauty will expand target customers. For marketing strategy both of company is same. For branding kyla beauty company will improve the quality of its brand to product kyla can be introduced throughout the country, while maybelline is a product that has been. For specility, kyla beauty will issue a product that is easier to be owned and used.

In Action framework there is , four value which is Eliminate, Reduce, Raise,and Create (ERRC). Elimate is which of the factors that the industry takes for granted should be eliminated. For reduce is which factors should be reduced well below the industry standard. Raise is which factord should be raised well above the industry and the last value is create is which factors should be crated that the industry has never

The customer productivity can supplement. The risk, Kyla Beauty is disposal because company have better profit, Fun and image make supplement because interesting customer to choose Kyla Beauty.

ii)Strategy Pricing

BOS strategic pricing is start with pricing to capture Mass Market. Strategy pricing have two steps. For step one is identify the price corridor of the mass and the second step is specify a price level within the price corridor.

For the step one is for the price of Maybelline Lasting Drama Gel Eyeliner Black is RM42 it is very expensive for customers who just want to try using mekup, maybe they can use the product at an affordable price because kyla which product the same kyla produce product but can be used to eyeshadow, lipstick and blusher.

For step two is specify a price level within the price corridor where kyla will issue the same product but can be used for many uses such as lipstick, eyeshadow, blusher in which his prices cheaper but berquality. with the availability of product 3 in 1 clients do not need to bring a wide range of tools that use different. mekup they need to bring this product 3 in 1 only. product produced is very suitable for all skin types and has no substance that can damage the skin as his example was first mercury and