The history of cosmetic enterprises CJSC "Viteks" and JV "Belita. Marketing program of JV 'Belita' The history of development of Belita Vitex
— Cosmetics "Belita-M" is being developed by the scientific center "Belita-Viteks". Please tell us who are these people who work on innovations and developments? How are innovations created?
– Belita-M cosmetics are developed in our own laboratory, this is done by development chemists with the appropriate specialized education, as well as significant experience in working with cosmetics, obtained both at our and earlier at other cosmetic enterprises. The development of cosmetics for a chemist is a constant search and a complex creative process. The creation of a novelty begins with an idea, which for the first time can be voiced at any level, in any department of the enterprise. We will not surprise anyone if we admit that some ideas are the result of inspiration from products that have already been released in Western Europe. But in any case, adaptation to the peculiarities of our market, our buyer is required. The idea is evaluated by the marketing and sales department, where its potential is studied. If marketers predict a positive commercial effect from the novelty, the laboratory begins to implement the plan: ingredients are selected, samples of raw materials are obtained in manual mode, many variants of a cosmetic product are born in small portions, one of which, after long tests, is destined to enter the market.
— Do the employees of Belita-M try the created novelties on themselves?
— Yes, of course, product samples are tested first of all by our employees — directly by the developer. So the developer is personally interested in the fact that the product immediately turned out to be successful, and we could say with a light heart: "Not a single employee of the enterprise was injured in the process of creating cosmetics."
- There is a global classification of cosmetics: mass market, middle market, selective cosmetics (luxury), professional cosmetics and medical. What class can Belita-M cosmetics be attributed to and why?
- The range of products that we produce is quite wide, and it contains products that can be attributed to almost any of these classes (except perhaps medical cosmetics). But in general, the segment to which we currently attribute ourselves is rather the middle market. We do not produce frankly cheap products, which we expect to be “swept away” from the shelves of hypermarkets. Our customer is a visitor to cosmetic stores or large specialized departments, who has the opportunity to leisurely walk along the shelves, examine the product, read about its properties, and make a conscious purchase.
- Is it possible to say that, for example, Belita-M cream at a lower price is worse than Belita-M cream, which costs more? What's the difference besides the price?
“This is an overly simplistic approach. The low cost of production does not mean its low quality or insufficient efficiency. Undoubtedly, the more “components” cost - and these are not only ingredients, but also packaging - the more expensive the product becomes. But do not forget about marketing techniques, when, for example, the manufacturer exposes low price in order to lure a buyer from a competitor or to occupy a certain niche in the market. There can also be “obsolescence of desire” when new series are released and the buyer changes the existing proven product only because of “fashion” and interest. This has nothing to do with the quality of the product, but it is reflected in its price.
- Can you say that Belita-M products are no worse than well-known foreign, more expensive brands, and why?
- Although it is difficult, we will try to avoid subjectivity in the answer. The vast majority of cosmetics manufacturers purchase ingredients from the same raw material suppliers, that is, in principle, from one source. Ingredients can be cheaper and more expensive. On the conscience of the manufacturer of cosmetics - which he acquires and how he disposes of them. In this regard, we can confidently say that we buy the best raw materials, without looking back at the price, if their effectiveness is convincing and confirmed by independent tests. Well, qualified and responsible specialists will do everything to transform it into a cosmetic product that is pleasant to look at and effective in use.
— You can often see beautiful names of ingredients on the label: black caviar, argan oil, liquid silk, etc. Not everyone can figure out what is actually in the composition of the product. Can such attractive names be trusted?
- In this question, one very real cosmetic component is listed - argan oil (by the way, it has a huge number of useful properties), one component in its simplified name is black caviar (in fact, black caviar extract), well, "liquid silk" is fantasy the name, which is a product that contains silk proteins. In general, in order to attract a buyer, the manufacturer often tries to cross the boundaries of modesty and measure. Fortunately, our customers are increasingly reading the compositions and are beginning to understand them well.
- About what Belita-M products can you safely say - "no one has this"?
- The range of cosmetics produced by the company is extensive: numerous lines of products for hair, body, and face care. But what distinguishes us from other manufacturers is that we are still the only manufacturer of permanent hair dyes in Belarus. These are the Bielita-Color and Hollywood color series, as well as the ammonia-free BOGEMA.
- Belita-M has a fairly large assortment. How do you manage to maintain the quality of each product with such volumes?
- The issue of quality is given increased attention: firstly, cosmetics are a product that can affect human health. Secondly, the instability of quality is one of the main reasons for the “leaving” of the buyer. Finally, the production of cosmetics, as an area affecting people's health, is under the constant control of the Ministry of Health and the State Standard system.
— What dreams and goals does Belita-M have today?
— Our goal is to offer the best cosmetic products: high-quality, effective and safe, satisfying all the desires and needs of customers. We dedicate all our activities to one thing - beauty, with the help of which a person gets the opportunity to express his individuality, gain self-confidence. All these tasks are a source of inspiration and creativity for our company.
It has been scientifically proven that in the process of fermentation and maturation of wine from natural sugars and organic acids, extremely active and skin-friendly terpenoids, enzymes, and especially polyphenols, flavonoids, anthocyanins, which have high antioxidant activity, are formed. But it is antioxidants that are able to "catch" and neutralize free radicals, which are one of the main causes of human aging. In addition, the beneficial effect on the skin of red and white wine is explained by the fact that it prevents the destruction of collagen (supporting skin fibers) and other connective tissues, and also has an anti-inflammatory and healing effect.
In total, the composition of the cosmetic preparations of the line includes 22 biologically active components that have a complex effect on the process of melanogenesis (the synthesis of melanin pigment in the skin), brighten and whiten, and also have an exfoliating, anti-inflammatory, antioxidant and protective effect on the skin.
Chairman of the Board of JV "Belita" LLC
General Director of CJSC "Viteks"
Tereshchenko Viktor Alekseevich
"Belita" and "Vitex"
Today, it can be said without exaggeration that the foundation of these trademarks marked the beginning of the history of the Belarusian cosmetics industry.
In 1989, domestic cosmetics appeared in our stores for the first time. It was a bold challenge to Western monopolists and a real revolution in the minds of Belarusian consumers. Our first timid steps on the market were confidently supported by the Italian cosmetics company G.V.F. Thus, the joint Belarusian-Italian enterprise "Belita" was formed. A little later, the production of Vitex CJSC was organized, which became not a competitor, but a partner in the market.
Unlike many other manufacturers of similar products, the pioneers of the Belarusian cosmetics industry almost simultaneously began to produce their own packaging for their products. If we are to be original, then in everything, including in design, on which, in fact, depends marketable condition.
Today, Belarusian partner companies "Belita" and "Viteks" are recognized leaders in the production of cosmetics and hair care products, including a large range of professional products for hairdressing and beauty salons.
We provide our customers with a huge opportunity to choose high-quality, environmentally friendly, safe and worthy of the price of cosmetics and perfumes.
In addition, the elegance of packaging and attractive appearance make Belita and Vitex products the most desirable for numerous buyers.
Thanks to high technical equipment, developed scientific and technological base, we are able to increase the range of products, increase the capacity of enterprises, and be competitive in the domestic and international markets.
A well-organized sales network allows you to quickly bring the goods to the consumer. Minsk residents are well aware of the addresses of four specialized stores and beauty salons. Branded sections "Belita - Vitex" are opened in all department stores of the capital. Our representations are in each regional center and in all large cities. And branded sections are opened in small towns of Belarus.
However, the borders of their own country for "Belita - Vitex" are clearly cramped. Our cosmetics can be found in Armenia, the Baltic States, Kazakhstan, Moldova, Ukraine, the Czech Republic, Canada, the USA, the United Arab Emirates, Japan and Germany, not to mention the Russian Federation.
The product range changes regularly, constantly updated with new products. Each new product line is tested for quality and safety indicators for compliance with regulatory documents in two testing laboratories accredited by the State Standard of the Republic of Belarus, in the Ministry of Health of the Republic of Belarus and certification bodies. They undergo a series of medical and laboratory tests, confirming their high healing effect, ideal cosmetic qualities and absolute harmlessness. After all, each developed new remedy is the optimal combination of the effectiveness of formulas and the preservation of natural balance in the human body.
The company has implemented and operates a quality management system, a management system environment and an occupational health and safety management system corresponding to the system models from the international standards ISO: 9001, ISO 14001 and OHSAS 18001.
The goal of our companies is to meet all the requirements and expectations of consumers, increase the competitiveness of products through high quality, attractive packaging and affordable price.
And every year interest in the fruits of our hard work is growing. This inspires optimism, confidence and hope that someday, while traveling on a world tour, you, our dear customers, will meet the Belita and Vitex brands in any city in any country in the world. Because "We are where it is convenient for you"!
How not to spoil your beauty
All women are naturally beautiful. Another thing is how we manage our beauty. To preserve what nature has laid in us, try to follow a few simple rules.
Use cosmetics that are suitable for your skin type. No need to wipe dry skin with lotion or even worse with alcohol. Yes, they cleanse pores well and effectively fight acne, but if you never had these acne, why are you fighting them. Leave this prerogative "shiny".
In the Belita and Vitex cosmetics lines, facial skin care preparations are clearly divided: for dry and sensitive skin, for normal and combination skin, for oily and normal skin (Whitening lines, marine Aphrodite, Herbal Beauty, Anti-aging program, Betula, Q10, Active and others).
Never put pressure on your face. This is a disease of many women, and not only women. It is worth appearing on the face of at least some, even the smallest dot, we immediately try to destroy it. Usually such a struggle turns out not in our favor. A small dot turns into a huge pimple. And what, you ask, are we doing? We keep advancing...
Leave your acne alone. Entrust them to the special Belita and Vitex cosmetics. For the young and problematic skin well suited mask-treatment with green tea and clay "Young skin". An antiseptic effect is also provided by the tonic milk for cleansing the face with green tea and rosemary of the same line. Especially for problematic teenage skin, a whole line of cosmetics "Junior" has been developed. It contains an anti-acne mask, an anti-acne mask-film, an anti-acne spot gel, a phyto-lotion, an anti-bacterial cleansing tonic, and an anti-bacterial facial wash.
Be careful with your nails. Biting your nails is ugly, just disgusting. If you didn't break the habit as a child, try it now. On sale there are special varnishes for those who like to bite their nails. They taste terrible - once you try, you won't want to again. Very often there is an inflection in the other direction - many cut, saw and trim their nails ten times a day. From such excessive attention, the nails become brittle, brittle, exfoliate. Tip: do a manicure no more than twice a week. Another important point - never cut the skin at the base of the nail (cuticle). Scissors scratch the growth layer of the nail, and it becomes uneven, bumpy - very ugly.
An excellent hand and nail care program “Tender Hands”: a bath to soften the skin of the hands and strengthen nails, a cream-mask to nourish the skin of the hands and strengthen nails, a cream to strengthen nails and smooth the skin of the hands, a softening cream for hands and cuticles of nails. Lotion-silk for nourishing the skin of the hands and strengthening nails, nourishing cream for the skin of the hands and nails. Excellent care will be provided by the night cream for hands and nails E³ with vitamin E, calcium and hazelnut oil.
Water procedures are carried out within reasonable limits. Water washes away the protective water-fat film, and if you take a shower several times a day, this film does not have time to recover, the skin begins to dry and peel off. She needs help. Cosmetic preparations "Belita" and "Vitex" can provide it.
The ideal cleanser for the face are extraordinarily gentle cleansing foams - " oat milk"(for dry and normal skin), "Milk shake" (for oily skin) "Fruit yogurt" (for all skin types), which perfectly remove makeup, remove impurities, have a moisturizing, softening effect. It is also good to use Olvia liquid soaps: hand cream soap, moisturizing cosmetic soap, universal soap. They have a soft creamy base. They include special softening additives: herbal extracts, natural oils, proteins, vitamins. Shower gels "Dreams" perfectly combine cleansing, protection and moisturizing: intimate gel, moisturizing gel-cream. A unique tool for taking a shower - two-phase shower creams "Silk Skin", "The Secret of Cleopatra", "Fruit and Creamy". This is a completely new consistency of shower and a completely new level of skin care. The shower cream consists of an upper creamy phase and an active washing phase. Moisturizes and prevents overdrying of the skin with frequent washing.
Give your skin a day off. Decorative cosmetics give natural beauty. It easily and thoroughly hides all minor skin imperfections.
Light, delicate foundation creams PERI fit perfectly on the skin, do not clog pores. They well even out the complexion, matte. PERI foundations contain wheat germ oil, vitamin E and Aloe Vera gel, which moisturize and protect the skin from harmful external influences. And yet ... make it a rule for yourself once a week not to use decorative cosmetics. The skin should rest, breathe "fresh" air.
Leave the razor to the men. Hair on the legs is unaesthetic, no doubt. But you don't have to shave them every day. The razor irritates the skin. It is better to use preparations for depilation.
Depilatory cream "Active" company "Viteks" will help you easily get rid of unwanted hair. This is a fast acting cream. It does not irritate the skin, provides reliable hair removal, contains natural oils that protect the skin during the action of the cream. It is also very good to use the gel-tonic after depilation and shaving "Active" to slow down hair growth. Effective plant extracts completely eliminate discomfort after depilation and shaving: they soften, moisturize and soothe the skin. With regular use of the product, the hair grows much more slowly and becomes thinner.
NCC "BELITA - VITEKS"
On January 1, 1999, a scientific and coordinating center for cosmetics was established at the joint venture "Belita" LLC and CJSC "Viteks", the main goal of which is to develop and introduce into production highly effective cosmetic products.
The need to create a scientific center is dictated by the very development of cosmetic science as such. At present, cosmetic preparations are moving further and further away from products intended only for improvement. appearance skin or hair, turning into a method of active pharmaceutical exposure.
Today, our very spoiled consumer wants to see a tangible result of improvement after just a few applications. Therefore, the creation of such products requires a deep understanding of the processes occurring in the skin or hair under the influence of active substances deposited on their surface. In addition to the above, an equally significant aspect is knowledge of the latest achievements in the field of cosmetology and a critical analysis of the available data, scientific prediction of the results of the effects of active components.
Since the solution of these problems is complex and affects various areas of modern science, the employees of the created center are highly qualified specialists - candidates of medical, biological and chemical sciences. It is their creative and cohesive work that creates each drug, which is a complex multi-component substance of natural natural components. Newly developed products are tested both for the stability of consumer properties (using modern methods of analysis) and for the effectiveness of their effect on the skin or hair. Conducting such tests requires a scientific approach to setting up experiments to obtain objective results.
Currently, testing is carried out on the equipment of research institutes of the Academy of Sciences and the Belarusian State University, independent foreign expert centers, as well as on their own equipment in two testing laboratories accredited in the accreditation system of the State Standard of the Republic of Belarus and in their own beauty salons and hairdressers. Each preparation has a hygiene certificate and confirmation from the Ministry of Health.
Employees of the scientific center are permanent participants scientific conferences and seminars on cosmetology, attend raw material and cosmetic exhibitions, undergo internships in the laboratories of the largest producers of raw materials, which ensures the world level of their developments.
"Take the best from nature!" - this is the main slogan under the auspices of which the work of the scientific center is carried out.
Trade branded trade, i.e. It has branded Name, branded sign, branded packaging for sales... shop decoration, branded signboard, etc. Shop "Taiga" organizes exemplary trade and service...
Today, without exaggeration, we can say that the basis of these trademarks marked the beginning of the history of the Belarusian cosmetics industry.
In 1989, domestic cosmetics appeared in our stores for the first time. It was a bold challenge to Western monopolists and a real revolution in the minds of Belarusian consumers. Our first timid steps on the market were confidently supported by the Italian cosmetics company G.V.F. Thus, the joint Belarusian-Italian enterprise "Belita" was formed. A little later, the production of Vitex CJSC was organized, which became not a competitor, but a partner in the market.
Unlike many other manufacturers of similar products, the pioneers of the Belarusian cosmetics industry almost simultaneously began to produce their own packaging for their products. If we are to be original, then in everything, including in design, on which, in fact, the presentation depends.
Today, Belarusian partner companies "Belita" and "Viteks" are recognized leaders in the production of cosmetics and hair care products, including a large range of professional products for hairdressing and beauty salons.
Bielita cosmetics in Kazakhstan.
The product range changes regularly, constantly updated with new products. Each new product line is tested for quality and safety indicators for compliance regulatory documents in two testing laboratories accredited by the State Standard of the Republic of Belarus, in the Ministry of Health of the Republic of Belarus and certification bodies. They undergo a series of medical and laboratory tests, confirming their high healing effect, ideal cosmetic qualities and absolute harmlessness. After all, each developed new remedy is the optimal combination of the effectiveness of formulas and the preservation of natural balance in the human body.
The company has implemented and operates a quality management system, an environmental management system and an occupational safety management system that correspond to the system models from the international standards ISO: 9001, ISO 14001 and OHSAS 18001.
The goal of our companies is to meet all the requirements and expectations of consumers, increase the competitiveness of products due to high quality, attractive packaging and affordable prices.
And every year interest in the fruits of our hard work is growing. This inspires optimism, confidence and hope that someday, while traveling on a world tour, you, our dear customers, will meet the Belita and Vitex brands in any city in any country in the world. Because "We are where it is convenient for you"!
Colgate Palmolive Company
Colgate-PalmoliveCompany- international company, producing household and cosmetic products such as soaps, oral hygiene products, toothpastes and brushes, household chemicals. Colgate-Palmolive is a company with a rich history and has accumulated a wealth of experience over the long years of its existence. Products manufactured by Colgate-Palmolive are sold in more than 200 countries around the world.
History of Colgate-Palmolive Company:
The history of the company dates back to 1806, when William Colgate, an English immigrant, opened his business selling starch, soap and candles on Dutch Street in New York (USA).
The division of Colgate-Palmolive in Kazakhstan was opened in 1992. The company's activities expanded rapidly: over the following years, other regions of the country were also covered.
Today, Colgate-Palmolive in Kazakhstan is one of the fastest growing divisions in the world. In 2003, celebrated the 10th anniversary of sales. Currently, Colgate-Palmolive sells over 150 products in Kazakhstan in 2 categories:
Oral care products (Colgate toothpastes, Colgate toothbrushes, Plax mouthwash)
Body care products (shower gels, bath foam, Palmolive soaps and shampoos, LadySpeedStick and MennenSpeedStick deodorants, Mennen shaving products).
Colgate-Palmolive constantly expands the range of products sold and constantly brings to the market the most advanced products:
1995 - ColgateTotal toothpaste
1999 Colgate Herbal Toothpaste
2000 - Colgate Navigator Toothbrush
2002 – Palmolive shower gel series Aromatherapy
2003 - Colgate Propolis toothpaste (designed specifically for Russian market)
2004 - Colgate Propolis Whitening toothpastes
2006 - Colgate Toothpaste For Sensitive Teeth Total Protection, Colgate Toothbrush 360° Super Clean Whole Mouth, Palmolive Pure Cashmere Shower Gel
2007 - Colgate "Max Shine" toothpaste, Colgate 360° "For Sensitive Teeth" and Colgate 360° "MicrosonicPower" toothbrushes, Palmolive "Vita-Oil" shower gel
2008 - ColgateTotal 12 Professional Cleaning toothpaste.
Colgate-Palmolive products are sold throughout Kazakhstan. Products are delivered to Kazakhstan from more than ten countries of the world, including Poland, Italy, Brazil, China, Mexico and the USA.
Concern Kalina
Kalina Concern is currently the largest Russian manufacturer of cosmetics and personal care products. The concern is one of the leaders in the Russian perfumery and cosmetics market. The leading brands are Black Pearl, Pure Line and MIA in skin care products, 32 and Forest Balsam in oral care products, Angelica Varum in perfumery.
The company has created such well-known brands as Black Pearl, MIA, One Hundred Beauty Recipes, Velvet Handles among skin care products; 32, Forest Balm among oral care products; Pure Line - among skin and hair care products and many others famous brands. The concern carries out large-scale advertising companies which makes it well known among consumers.
At present JSC Concern "KALINA" is the largest Russian manufacturer of cosmetics and personal care products.
Concern Kalina is one of the leading Russian manufacturers of cosmetics and perfumes. The company is represented in 10 product groups:
- skin care products;
- oral care products;
- hair care products;
- perfumery and cosmetic products for children;
- means before and after shaving;
- decorative cosmetics;
SCHWARZKOPF & HENKEL
Schwarzkopf&Henkel cosmetics are well known not only in Kazakhstan, but also abroad. Schwarzkopf&Henkel is a leading foreign manufacturer of cosmetics.
Schwarzkopf&Henkel is a major international manufacturer of cosmetics for women and men. The company also produces children's cosmetic products. Among them are a variety of shampoos and hair balms, hairsprays and mousses for hair styling, shower gels, cream soaps, deodorants, hair dyes and dandruff products. The company produces washing powders "Deni", "Laska", "Persil", "Losk", "Pemos".
Manufacture of Schwarzkopf&Henkel household chemicals in Kazakhstan.
The sector of the market in which it operates is one of the largest among similar ones in the world. Schwarzkopf&Henkel is constantly expanding its business, which is based on well-known brands. For more than a century, for many people around the world, the name Schwarzkopf&Henkel has symbolized quality care for their appearance. For decades, we have held the undisputed leadership in many markets offering cosmetics such as shampoo and hairspray. Schwarzkopf&Henkel are the leading brands in the hair dye, hair care, skin care, oral hygiene and perfume markets.
Now it seems impossible to imagine store shelves without Schwarzkopf & Henkel products: the Taft brand has become synonymous with hairspray thanks to its leading position in the market. No less famous is the Schauma shampoo, which has been the most popular shampoo in Germany for decades. Persistent hair color cream Brillance is associated with luxury and trendy coloring. GlissKur is a popular line of products for the restoration of "problem" hair. Products from the Fa skin care series and FaMen men's cosmetics are also a success.
Procter & Gamble.
Three billion times in just one day, consumers around the world come into contact with the goods that the company creates for them. Procter & Gamble.
History of Procter & Gamble.
Starting in 1837 as a small, family-run soap and candle making business in Cincinnati, Ohio, USA, the company today markets about 300 brands in over 160 countries. The company's total annual turnover today is over US$68 billion. Through years of innovation, Procter & Gamble has remained the top seller in its category and the largest single brand.
Today, Procter & Gamble is truly a global corporation. P&G is also a significant factor economic growth and welfare throughout the world. Procter & Gamble is one of the largest transnational corporations with offices in dozens of countries around the world and a leader in the consumer goods market in terms of sales and a number of other indicators.
Features of national and international marketing on the example of JV "Belita-Vitex"
Features of national marketing on the example of JV "Belita-Vitex"
The history of cosmetic enterprises CJSC "Viteks" and JV "Belita" LLC began with the creation in August 1988 on the basis of the republican base "Belbytsnab" CJSC "Belbytkomplekt" headed by Viktor Tereshchenko.
Later, in November 1989, a joint venture(JV) LLC "BELITA", the head of the board of which was elected General Director of CJSC "Belbytkomplekt" Viktor Tereshchenko.
On the Belarusian side, the founder was CJSC "Belbytkomplekt" (currently CJSC "Viteks"), on the Italian side - the company for the production of cosmetics "GIVIEFFE AO". The Italian side ensured the supply of equipment and handed over the formulas of several cosmetics, the Belarusian side provided the new enterprise with personnel and production facilities.
Today CJSC VITEKS and JV BELITA LLC are recognized leaders in the production of domestic cosmetics, including professional products for hairdressing, beauty and massage salons, as well as oral hygiene products and everyday household chemicals.
A complex of industrial buildings, intracompany communications, technical and technological equipment from well-known domestic, Russian and European equipment suppliers - all this allows us to consider the enterprise as a representative of a new wave of commodity producers of the new decade.
The enterprises operate a full production cycle: from the development of a unique formulation of the drug, the creation of a packaging design, followed by the development of the product in production, to the sale of products through their own distribution network of branded stores and sections, their own trading houses, general distributors and dealers operating both on the territory of the Republic Belarus, as well as in the CIS countries and abroad.
The flexible structure of the marketing mix, competitive prices, timely deliveries and decent quality have made JV "BELITA" LLC and CJSC "VITEKS" one of the companies that are the pride of the national economy.
The mission of JV "Belita" LLC is to always meet the needs modern business, promptly provide customers with high-quality services, thereby contributing to the success of business partners.
At the JV "Belita" LLC and CJSC "Viteks" a scientific and coordinating center for cosmetics was created, the main goal of which is to develop and introduce into production highly effective cosmetic products.
Currently, testing is carried out on the equipment of research institutes of the Academy of Sciences and the Belarusian State University, independent foreign expert centers, as well as on own equipment in two testing laboratories accredited in the accreditation system of the State Standard of the Republic of Belarus and in their own beauty salons and hairdressing salons. Each product has a hygiene certificate and confirmation from the Ministry of Health.
In its activities, JV "Belita" relies on the following laws of the Republic of Belarus:
- · Law of the Republic of Belarus No. 462-XII “On Enterprises”;
- · “On protection of consumer rights”;
- · “On standardization” and “On certification”.
To analyze a company in the national market, consider the product, price, sales and communication marketing policy - the 4p marketing mix.
Commodity policy, company products.
To date, the company's range is large, the main share of all products are products for hair care, body skin, hands, feet; decorative cosmetics. The company also produces household chemicals: dishwashing and laundry detergents, cosmetics for hotels. The product range of Belita-Vitex is presented in Appendix A.
The formulations of cosmetic products are created using the latest active natural substances. They include phytocells, algae extracts, stabilized vitamin C, exotic fruits (mango, papaya, avocado, guarana), essential oils and much more.
Price policy The company is aimed at a wide range of consumers who are mainly in the middle price range. Belita-Vitex provides high quality products at a relatively low price. Prices for products are shown in Appendix B. There are also funds focused on the luxury segment with exclusive products. For example, the Q10 cosmetics line and several other items (Appendix A).
The final price of cosmetics depends on the distribution channel. It should be noted that the price in branded stores is lower than sales in non-specialized points of sale.
Sales policy (points of sale).
Belita-Vitex sells products on the territory of the Republic of Belarus through its own distribution network of company stores and sections, its own trading houses, general distributors and dealers. Wholesale trade carried out at the prices of producers in their region. Products are available in many regions of Belarus. Recently stores have been opened in Mozyr, Zhlobin, Vileyka and Molodechno.
Sale is carried out for the following objects: retail trade network; hairdressing and beauty salons; business entities for their own use (consumption); retail cosmetics through its own distribution network.
Communication policy (promotion).
As part of the Belita-Vitex marketing communication program, two elements of this complex are used, which have a decisive position in the complex of promoting the company's products in the target market: advertising and sales promotion. In the marketing mix, advertising is the most significant element in terms of the effectiveness of the impact on the consumer of consumer goods, which include cosmetic products.
Belita-Vitex uses the following means of transmitting advertising information:
- · the television;
- popular magazines for women and men;
- street media such as signs, billboards and advertisements on vehicles(on buses and trucks).
Marketers of JV "Belita-Vitex" work in two directions. The activities of marketers are presented in Figure 2.1.
One group of specialists is engaged in the study of goods directly. If a new product is introduced on the market, the availability of a similar range of products, their price parameters, quality characteristics, packaging design, etc. is determined.
Currently, the task of the marketing service is not only to find new markets, but also to maintain relationships with existing customers. After all, their loss costs the company much more than finding new ones.
After analyzing the product, price, sales and communication marketing policy in the national market, strong and weaknesses.
The strengths and weaknesses of the company's marketing in the national market are shown in Table 2.1.
Table 2.1 - Strengths and weaknesses of Belita-Vitex JV marketing in the national market
[Source - own work]
Indeed, the range, quality and prices of Belita-Vitex products are at a high level. Concerning marketing activities enterprises, it is underdeveloped. The company rarely conducts marketing activities and, as a result, is not in high enough demand. In terms of packaging design, there are collections with very uninteresting or outdated packaging.
Competition in the national market is not as strong as in the international one, but still there are quite a few cosmetic enterprises in the Republic of Belarus. Competitors of the national market are presented in table 2.2.
Table 2.2 - Competitors of JV "Belita-Vitex" in the national market
|
Competitors |
a brief description of |
|
Belarusian-American Joint Venture (JV) Belor-Design |
Cosmetic products are created on the basis of natural ingredients, the latest trends in the fashion world and the achievements of modern cosmetology. |
|
Belarusian-Italian joint venture (JV) "Relui-Bel" |
A wide selection of original, high-quality decorative cosmetics. Works on Italian raw materials. |
|
PC LLC "Belkosmeks" |
Creation of high-quality cosmetics, the concept of which provides for the use of components of plant origin closest to human skin, as well as the latest developments of European laboratories in the field of biochemistry. |
|
Belarusian cosmetic company OOO "Exclusive cosmetics" |
Cosmetics that combines all the advantages of modern cosmetics for skin and hair care. |
As can be seen from Table 2.2, JV "Belita-Vitex" has many competitors that produce high-quality products. However, today the company is a recognized leader in the production of cosmetics and hair care products, including a large range of professional products for hairdressers and beauty salons. JV "Belita" and CJSC "Viteks" provides a huge opportunity to choose high-quality, environmentally friendly, safe and worthy of the price of cosmetics and perfumes.
For more successful learning national markets companies would be wise to:
- 1. Work on packaging design and improve constantly. It is important for any company to keep up with the times and be aware of the latest trends and innovations.
- 2. Conduct promotions, product tastings.
- 3. Keep up with competitors, participate in various national exhibitions.
The history of cosmetic enterprises CJSC "VITEKS" and JV "BELITA" LLC began with the arrival in August 1988 of a new director at the Republican base "BELBYTSNABA" - VICTOR TERESHCHENKO.
1989
In November 1989, the joint Soviet-Italian enterprise "BELITA" was established, the director of the enterprise "BELBYTKOMPLEKT" - VICTOR TERESHCHENKO - was elected president of the board (now - chairman). On the Belarusian side, the founder was the enterprise "BELBYTKOMPLEKT" (currently CJSC "VITEKS"), on the Italian side - the company producing cosmetics "GVF". The Italian side ensured the supply of equipment and handed over the formulas of several cosmetics, the Belarusian side provided the new enterprise with personnel and production facilities.
1990
Entering the market of the first 6 cosmetic hair care products under the trademark "BELITA": shampoos "Nettle", "Melissa", "Air", "Sage", lotion - "Itkur", hair balm "Revivor".
The formulation of the first drugs was provided by the Italian cosmetics company "ITELY".
1991
In 1991, at the expense of own funds at the enterprise "BELBYTKOMPLEKT" the production of plastic containers for packaging cosmetics was organized.
1992
JV "BELITA" LLC expands the range of cosmetic products, body care products have appeared.
1993
JV "BELITA" LLC started production of cosmetics for face care.
Opening of the first sales office in Vitebsk
ALC "BELITA - VITEX" and the first company store laid the foundation for the creation of a retail network "WORLD OF COSMETICS" "BELITA - VITEX"
1995
The first products under the trademark "VITEKS" were released.
Belarusian fashionistas were offered the first novelty - hair dye "Flora". The second novelty from VITEKS was Vita toothpaste.
At the enterprise "BELBYTKOMPLEKT" a testing laboratory was created and accredited according to ISO / IEC / 17025 standards
1996
The collective enterprise "BELBYTKOMPLEKT" was corporatized and transformed into CJSC "BELBYTKOMPLEKT"
Chemical and biological laboratory of JV "BELITA" LLC is accredited for compliance with ISO/IEC 17025
A sewing workshop has been created at the CJSC "BELBYTKOMPLEKT" enterprise. The first products of the workshop are bed linen, waffle towels, overalls for own needs.
1998
The first batch of cosmetic bags made of PVC film was developed and released, and this determined the main direction in the work. sewing workshop ZAO "BELBYTKOMPLEKT"
The first delivery of products of JV "BELITA" LLC to the USA
1999
Establishment of scientific and coordinating center "BELITA - VITEKS".
The creation of the NCC allowed enterprises to become the first and only developers of their own cosmetic formulas.
2000 - 2005
The Belbytkomplekt enterprise was re-registered as VITEKS CJSC.
A complete reconstruction and modernization of production was carried out at CJSC VITEKS, which made it possible to start producing competitive and high-quality products in the volumes necessary for successful development. Built and actively operating its own commercial network in the Republic of Belarus.
A dealer network has been formed in almost all countries of the near abroad. To coordinate the activities of the enterprise, CJSC VITEKS and JV BELITA LLC began to hold seminars - conferences with trading houses and dealers.
Under the brands "BELITA" and "VITEKS" 110 new cosmetic preparations were produced. Production volumes increased by 30%.
JV "BELITA" LLC started production of decorative cosmetics
2006 - 2008
The environmental management system of BELITA and VITEKS is certified for compliance with the requirements of the national standard STB ISO 14001-2001 “Environmental Management System. General requirements".
The companies "VITEKS" and "BELITA" are updating their assortment by a third.
The management of JV "BELITA" LLC decided to make a complete modernization of production, introduce new technologies, purchase modern equipment.
2009 - 2010
The enterprises have started the production of cosmetics, which have no analogues among domestic manufacturers. Among the new products are Q10+Nanosomes, Dead Sea Cosmetics, Bamboo Style, Natural Care.
CJSC "VITEKS" is expanding its production facilities: a new workshop for the production of containers and packaging has been built, with an area of 2,503.7 square meters, a second workshop for the production of cosmetics and a site for the production of extracts have been opened.
CJSC "VITEX" and JV "BELITA" LLC actively participate in
professional exhibitions "Interstyle", "Intercharm" and many others.
2011 - 2013
A new production building of ZAO VITEKS was put into operation. The company produces about 100 types of herbal extracts, for the first time in Belarus, the technology for the production of handmade soap has been mastered. A new line for packaging cosmetics in Doy-pack packages is operating.
New products from CJSC "VITEKS": line for face and body "LIFT INTENSE" with hyaluronic acid; line for hair and body "Macadamia and Shea", with natural oils; cosmetics "BioLine"; line for hair restoration - "Keratin Active".
The production of professional cosmetics for face and body skin care for beauty salons under the trademark "BELITA" was launched.
Having become the leader in the production of cosmetics in the Republic of Belarus, having gained trust and popularity among consumers in the post-Soviet countries, in 2013 CJSC VITEKS decides to become the founder of the first official representative office in the European Union - the company SIA "EURO B&V". Thanks to active work companies, demanding European consumers were able to appreciate and fall in love with Belarusian cosmetics.
2014
Companies "VITEX" and "BELITA" do not get tired of surprising their fans with innovative products. More than 20 new cosmetic lines have been released. Among them are organic hair cosmetics without sulfates, without dyes, without parabens, without silicones - "Professional ORGANIC Hair Care", Hair Cosmetics "Shine and Nutrition", "Beauty Workshop" - 4 revolutionary effective face care programs.
2015
The production building with an area of 1941 sq. m. was put into operation, where administrative staff JV "BELITA" LLC.
Innovative preparations from CJSC "VITEKS" and JV "BELITA" LLC appear on the market, which have no analogues among domestic cosmetics manufacturers. "PHARMACOS" and "Pharmacist" - healing cosmetics for face, body and hair; "Fresh Hair" - dry hair shampoos; "LASER Like System. Laser effect"; "MEZOcomplex" - non-injection facial skin care procedure; a unique premium line "LuxCare", containing an innovative powerful cocktail of biologically active molecules that trigger self-rejuvenation of skin cells at the gene level.
2016-2017
A new building of the shop for the production of cosmetics No. 2 of VITEKS CJSC was opened with an area of 764.5 square meters, due to which the volume of production of hair balms has been increased.
Assortment list The number of cosmetic products produced by CJSC VITEKS is more than 1300 items, more than 100 new products are produced annually. Very popular among consumers in the Republic of Belarus and abroad are: "BLACK CLEAN" - a coal line with microparticles of black activated carbon; "Asian Secrets Secrets of Asia" - a line created according to traditional Korean recipes; "Hyaluron Lift" - a line based on ultra-concentrated hyaluronic acid in two forms; lines for hair restoration "Protein Repair" and "Shock Therapy Plex Therapy"; a unique line based on thermal water with blue retinol microspheres - "Blue Therm Source of rejuvenation".
CJSC VITEKS was recognized as the leading brand based on the results of a large-scale sociological research"Youth Brand-2017" for the development and promotion of brands popular among the youth of the Republic of Belarus in the "Cosmetics" category.
JV "BELITA" LLC presented tint balms-masks for hair with a modern palette of shades of the "COLOR LUX" line with argan oil and phytokeratin.
Perfumery is a new direction in the activity of JV "BELITA" LLC - the line "ROMANTIC COLLECTION" has been released.
2018
In August 2018 CJSC VITEKS celebrated its 30th anniversary. For 30 years and to this day, the company has held a leading position in the domestic cosmetics market.
CJSC VITEKS achieves consistently high results thanks to efficient system quality management: the company has successfully confirmed the compliance of the activities carried out with the requirements new version standard STB ISO 9001-2015 and international standard ISO 22716:2007 (GMP).
Also, the validity of certificates confirming that the environmental management system (EMS) meets the requirements of the STB ISO 14001-2017 standard, the labor protection management system - the requirements of STB 18001-2009, has been extended.
The company's products are supplied to more than 25 countries of near and far abroad, including the USA, Iran, Iraq, Kazakhstan, Ukraine, Russia, Moldova, the countries of the European Union, the Middle East and Latin America, Canada, Israel, etc. The network of branded stores is constantly growing and already has about 600 outlets.
The company "VITEX" does not stop there - it introduces the latest world technologies into production, increases production capacity, produces innovative cosmetics with technologically and chemically complex formulas. The palette of cosmetics of CJSC VITEX has been replenished with the pharmacy line Pharmacos Dead Sea Pharmacy cosmetics of the Dead Sea - these are unique healing products for the face, body and hair based on minerals and mud from the Dead Sea. This line contains a truly revolutionary Magnetic Beauty Mask, which has no analogues in domestic manufacturers, thanks to which you can have a session of healing magnetic micro-massage at home for an impressive result of skin transformation.
Also, a special line for city dwellers has been launched on the market, which helps to preserve the beauty of the skin in the conditions of the city - "Perfect City Skin Perfect skin in the city."
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