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Markwins International Primary Research Campaign - Brand Identity T he C hallenge Since 1984, Markwins International holiday staple. Known primarily for its direct mail survey to over 5,000 known cosmetics consumers • An incentive-based phone and Web based survey to current Markwins customers • A telephone survey to Markwins’ retail buyers, both mass market and prestige • A detailed survey of Markwins’ main competitors, including stealth research and phone interviews cosmetic sets and train cases, Markwins In addition, WGM gathered secondary currently dominates the “combination data about the industry and compiled the findings along with data from the primary research to determine brand awareness, brand loyalty, demographic data, purchase motivators, purchasing intent and an overall brand and marketing strategy. Corporation has set the pace in the cosmetics manufacturing industry, including pioneering the cosmetic compact in the United States and transforming the “blockbuster” into a set” category for cosmetics with a 70% market share. Initially a private label company, Markwins had begun establishing its own brands including The Color Institute, The Color Workshop, Act!, Beauty Basics and POP. However, brand awareness was low. A clearer understanding of the cosmetics market, competition and customer base was needed to focus Markwins’ marketing and expansion efforts. • A T he R esults The results were presented with an executive summary, statistical analysis, detailed research findings and strategic recommendations. Based upon this T he A pproach solid research, including an almost 20% Wilkin Guge Marketing’s research for Markwins began with a threetiered approach to gain a clearer understanding of the consumer, the retail buyer and the competition. The agency conducted primary research over a six-month period including: over 60% response on the incentive-based response from the direct mail survey and survey, Wilkin Guge Marketing formulated a strategic plan to position Markwins for further growth. 2003 Silver ADDY ® Award